Marketing Online Is Important for Your Business
The advent of digital marketing has allowed the website to be used as the primary source of leads. The increased competition in Google ranking puts marketers on their toes. So, how can digital marketing increase the number of incoming leads for your business? We will now delve into some of these ways how online marketing can to help boost your online presence.
Utilise SEO to improve search engine rank
You will need to optimise your website to ensure you have a high rank for specific keywords. While SEO takes time; it is worth taking the effort. You can bear the fruits of your efforts for a long time by using white hat SEO techniques.
On page SEO factors
Selection of keywords.
You must optimise keywords based on the content. Use tools like Google Keyword Planner and Google Trends to finalise your keywords. There are paid software like KeywordTool.io, Ahrefs, and Moz to help you.
Title tags and Meta Description.
The title tag should include the keywords related to the content. It should be of maximum 60 characters in length. The meta description should be compelling enough to increase the click-through rate and keep it within 155-160 characters. Also include a CTA that entices the visitor to know more.
Adding keywords at relevant places.
Optimised content aids in maximising the benefits of SEO. Insert your main keywords in the first paragraph spread it across the article at places where they make sense.
Make optimal use of links.
Internal links help you to take the visitor to related areas of your website. Cross-linking within your website helps you to take the visitor through the buyer's journey. It also helps to improve link equity for your website.
Optimising images help.
Images improve the visual appeal of your website and bring in more visitors. Use tools like ImageOptim to optimise the size of the images. Be descriptive with the alt text so that the image gels with the content of the webpage.
Off-page SEO factors
Have a habit of building backlinks.
High-quality backlinks improve your website ranking. Backlinking from high authority websites ensures better Google page rank.
Prevent 404 errors.
Search engines penalise websites heavily for broken pages. The 404 pages should be redirected to either the homepage or any relevant webpage – be it the blog section or the portfolio section.
Heard about skyscraper link building?
Your marketing team needs to find popular content online. You analyse the backlinks and find the content with most shares. You can revamp the content by plugging any discrepancies. Then reach out to the right contacts and request for links.
Create engrossing content
Engrossing content helps you in many ways. Produce content on social media about a variety of aspects across the buying cycle. Also, be the first mover and use this information to create exciting content. Be in touch with influencers and invite them to produce content for your website. Invite eminent bloggers to write blogs for you.
Do not limit yourself to blogs and articles only. Create small videos and upload them onto Dailymotion, Vimeo and YouTube. Remember to include a call-to-action for your videos.
Participate actively on social media
You need to initiate discussions through your social media pages and participate in them. Research on the relevant hashtags and participate in discussions by joining relevant groups. You can initiate discussions with your prospects and customers. You will be astonished seeing the number of ideas these discussions can generate.
Email Marketing still helps
Email marketing can still be used as a powerful tool. Always create an email database to restrict the bounce rate of your emails. Prominent email software like MailChimp, SendInBlue and SendGrid block your subscription if the number of bounces exceeds a threshold. Use name tags and have a favourite subject to ensure your recipient is reading the email. Send personalised emails by segmenting your email list. You can also automate the email funnel using any campaign software. You only need to create the workflow, and the software does the rest.
Enlist on online directories
Enlist on online directories like Capterra, Software Suggest and Software Advice. Researchers search for companies in a related industry at these websites before visiting one. After creating a profile, request your clients to publish reviews about your product.
Social media ads can open the floodgates
Online advertising forms an integral portion of all business strategies. It can bring in thousands of leads if handled correctly. Based on your goals, formulate an advertising strategy. Start by deciding on the target market and buyer persona. Next, you must strategise which all media you would like to advertise. Get hold of social media snooping tools to find insights about your competitors' ads.
Set up KPIs | measure results
When you are spending resources; you also need to track their performance. One of the prime analytical tools is Google Analytics. They provide a large volume of data that allows you to track the users who are visiting your content, number of news and returning users, how much they are engaging with your content.
Also utilize the tracking mechanism on your social media pages. Evaluate the likes and shares that you gather every week/ month/ quarter. Also find out how many followers are opting for a call-to-action from your social media pages.
This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.
© 2020 Sanjay Das