While increasing brand awareness and establishing a positive reputation is important, the main goal of a digital marketing strategy is to generate new leads that convert into customers. To make this possible, businesses need to have a strong online presence across several platforms and use a range of techniques. The process of discovering the techniques which bring the highest return on investment can be a case of trial and error and will vary depending on your business and sector. This guide introduces some of the key areas of digital marketing that can be used to generate leads for your business.
Search Engine Optimization (SEO)
SEO is one of the most effective tactics you can employ to get your brand in front of the right customers. When a user types in a search term related to your business into a search engine like Google, the search engine’s algorithm will assess which online content is the best match for the user. The content is then ranked, with the most relevant and trustworthy pages listed at the top of page one. Most users will not explore content any further than the first page, so it’s essential to try and get your content ranked as highly as possible.
Through a variety of complex techniques such as keyword research, competitor analysis, link building, and checking the website’s structure, design, and loading speed, SEO experts can optimize your site to boost its performance in search results and maximize visibility. Many companies choose to bring in a managed SEO service to help with SEO or an online reputation repair expert, as it’s such an advanced area of marketing.
Content marketing enables you to boost your online visibility through the creation of unique, engaging, and useful content that attracts visitors and shares. The content may take the form of short blog posts, long-form articles, infographics, PDFs, or video content, but it should offer real value to the consumer. This positions your company as an authority in your sector, establishing trust and loyalty. Content that attracts people organically (without directly advertising to them) will increase traffic to your site and maximize brand visibility. In addition, the longer people spend using your website, the better your site should perform in the rankings, as it signals to the algorithm that you are a trusted and valuable source of information.
Pay-Per-Click (PPC) Advertising
PPC advertising involves paying for adverts that appear at the top of search engine results for keywords and phrases which are relevant to your business. You bid on the keywords and phrases you wish to appear for, and if a user clicks on your advert, that’s how much you will be charged. You need to be careful about which keywords you bid on, as you don’t want to be appearing for general terms which are only loosely related to your business. This will increase the likelihood that you’ll attract clicks from people who do not have an interest in your product or service, and you’ll be charged for every click.
The more competitive the search terms, the more you’ll need to bid. By targeting more specific long-tail keywords, you won’t need to spend as much on each click. The placement of your ad will be impacted by how much you’ve bid and the ‘quality score’ of your ad.
There are several social media platforms available, but not all are necessarily suitable for every type of business. Certain platforms attract a particular demographic of customers. Whether you choose to use Facebook, Twitter, Instagram, Pinterest, LinkedIn, or all of them, you can share key information, engaging content, and marketing messages with a wide audience of people. Social media also gives you a communication tool where you can engage with customers and leads in real-time, answer questions, strengthen customer relationships, and convert leads into customers.