How to Build a Digital Marketing Presence for Your Business

Digital marketing was long thought of as the direction that the marketing world would head in the future. This is no longer the case: the future is now. Say goodbye to the days when billboards, television commercials, and banners on the side of a public bus were the top advertising options; say hello to the days where marketing that makes use of computers, cellphones, and tablets is king.

As an analytical individual with a background in economics, I’ve found that one of the main benefits of using digital marketing is that it is very measurable. Calculating the return on investment (ROI) of your marketing efforts allows you to know exactly where you should be spending your advertising dollars. This enables you to see what strategies are working in real time and allows you to adapt your strategy accordingly.

Let’s take a look at five ways to quickly establish a strong digital marketing presence for your business.

1. Search Engine Optimization

There are those who look past the paid search ads on the search engine results page (SERPs) and look directly at the organic listings when performing online searches. They know the listings at the top of the page have been paid for, and they trust that their search engine is showing them the most relevant information in the section that does not have advertising dollars tied to it. In order to ensure your site shows up here, you need to focus on Search Engine Optimization, most commonly referred to as “SEO.” The key to successful SEO is not to rely on the black hat tactics (keyword stuffing, invisible text, etc.) that might have worked back in the early days of searching. The search engines have caught on and the algorithms have been adjusted to weed out those who try to skirt the rules. Go about your SEO the right way: offer real value with your site. Providing quality and relevant content is a great place to start.
2. Paid Search

While SEO is certainly important, it can take time to get your site to show up at the top of the SERPs. Paid search, on the other hand, can be effective immediately. It consistently drives relevant traffic to your website through targeted ads. There are two major players in the paid search world:

Google Adwords

If you are looking to get leads or drive traffic to your site, what better way than to show up at the very top of the Google SERP? With two-thirds of the search market share, Adwords is the top dog of the paid search world.

Bing Ads

Bing Ads, which also includes Yahoo! Search, may not have as large of a reach as Google does, but at around 30% of the search market share, it simply cannot be ignored. In our experience, the Yahoo! Bing Network has less competition, which leads to much lower cost-per-clicks.

3. Facebook Ads

Facebook has more than 1 billion users who build very detailed profiles of themselves. Advertising on Facebook allows you to target a very specific portion of that audience and market to them. Whether you are looking for individuals in a particular area, of a certain age or gender, or those who have an interest in something related to your offering, Facebook’s custom audience targeting offers many different segments that allow you to reach your target market.

4. Social Media

Establishing a social media presence beyond paid ads is an excellent way to get your company noticed. If you do not yet have at the very least a Facebook and Twitter account set up for your business, go do that right now. Engage with those who are interested in what you do. Interact with your target audience. Tell your business story, show off your company culture, and display your brand’s personality.

5. Email

Email marketing is an art. It’s not just sending out an “email blast” or “spamming” – at least, not if you want to do it successfully. With an average ROI of 4,300% if developed the right way, the ROI of a well-planned email marketing strategy is second to none.

If you are looking to throw your hat into the digital marketing ring, some combination of these five methods is an excellent place to start. If you are looking for guidance to get started or to help find that right combination for your business, we would love to help!