A comprehensive digital marketing strategy is more essential than ever in today’s ultra-competitive marketplace. If you own a new or growing business, it’s crucial to have some understanding of the potential that lies in digital marketing.
If Your Company Doesn’t Exist Online Today, It Doesn’t Exist
Online presence is absolutely vital for every company in the modern business world. So much business is conducted online that it would be foolish for any business owner to think that a digital presence is simply a luxury. Just about every business-to-customer retailer has an online store in addition to traditional brick-and-mortars, and most are starting to figure out new ways of connecting the two to provide customers with the best shopping experiences possible. Your small business may be a way off from this stage right now, but that doesn’t mean you shouldn’t be taking steps toward that end.
1. Understand SEO
Search engine optimization, or SEO, is the practice of getting your digital presence (such as your website and content) to rank well in search results. SEO is an ever-changing game where the rules are constantly being tweaked. Search engine companies like Google and Bing want to ensure there’s a level playing field for every brand, while brand marketers are always looking for new ways to game the system and outrank the competition in search results.
Outsource if Necessary
SEO is a difficult game to play, so you’re going to want to either outsource your SEO issues or hire a rock star that knows what he or she is doing. The former is probably more realistic, so make sure you invest wisely in whoever you wind up hiring.
2. Track Your Progress
Analytics are another essential component of the digital marketing puzzle. What good are all the efforts you’re making if you don’t take the time to measure your success? Just about every marketing automation platform, search engine, and CRM (customer relationship management) system allows you to track your successes and failings over time. Every business is going to have specific pain points and advantages, and it’s important to have a clear idea of what your key performance indicators are. Find the metrics that are going to show you what you need to see, and track them carefully.
3. Never Stop Learning
Every small business owner is going to invariably wear several hats in the early days of the company. Often, startup founders are the C-suite, customer service department, marketing team, IT staff, and salespeople all rolled into one. Digital marketing needs to play a role in the growth of your company (you won’t grow without it in today’s business world), so you’re also going to need to have a grasp of this, as well.
Trends change on a seemingly daily basis, and it sometimes can feel as though there’s something new to learn every day. Don’t get burnt out by the constantly shifting digital marketing landscape – embrace it and see each new evolution as an opportunity to take your company to the next level.