If you are looking to increase sales and take your business to the next level, it’s important to understand the building blocks of digital marketing. By utilizing digital branding, organic SEO, and re-targeting you will see a huge impact and a definite ROI. Read on to learn more about these necessary strategies.
1. Digital Branding and Awareness
Brand is essentially the personality of something and digital media gives us the capacity and opportunity to be aware of the true character of a company. Digital Branding is more than the stylistic and content choices you make on your website; it consists of your entire digital presence including social media, ecommerce, you blog, and your website. We are able to then use this understanding to create a better, more customer-centered product.
Creating a strong and intentional digital brand presence is much more difficult with the advent of social media because companies now have less control. If a customer is dissatisfied with a product or customer service, they can air these frustrations on any number of social media outlets. Of course, this has an immediate impact on your branding efforts. By the same token, a happy customer can sing your praises online, creating a much more positive impact on your presence. The rise or fall of a brand in the public’s eye can happen very quickly, so it’s important to take charge.
Interaction is the key to benefiting from a strong digital presence. The way you interact with customers is now on display for everyone to see. If you can create a relationship with your audience online, then customers will be much more inclined to forgive mistakes and become loyal advocates for your brand.
2. Organic Search Engine Optimization (SEO)
Many websites simply pay for advertising, either through the search engines themselves or on the social media networks that accept ads. But when Google or similar search engines accept payment for rankings, those websites are listed as sponsored links to underscore that the inclusion of that website in the results is not organic. In the Internet era, to ignore the search engines risks jeopardizing a potential exponential expansion of the reach of the website. Early experience with the market potential of the Internet in the mid-1990s revealed that many webmasters were manipulating the key term algorithm to attract a wider market, often by using misleading key term indicators that ultimately wasted users’ time, as search engines would simply download the site’s initial screen and gather key terms (called “crawling”) that would in turn be indexed. As the Internet expanded and the competition for traffic increased, search engines have by necessity grown far more protective and far more careful in sharing with webmasters how they gather the key terms and how those key terms are in turn used to rank the websites.
The strategy for developers is to design a website’s initial page to attract the search engine’s attention and, thus, to organically generate a high ranking in the results index that users are given on their screens. To do this, webmasters turn to professional search engine optimizers who are savvy in manipulating the search engine’s indexing process. Of course, this has led to controversy among more traditional websites that believe the website’s content should attract the audience rather than the deliberate manipulation of key terms and links to attract a better profile. Indeed, search engines themselves, recognizing the potential abuse of the system, have launched applications designed to single out websites using such manipulations with the goal of providing efficient and reliable user searches.
Online advertising technologies have advanced so much recently that you can now use highly relevant banner ads to bring visitors back to your website. This is done by targeting and showing them more relevant ads relating to content they had previously seen on your website. This is known as ad re-marketing or re-targeting and helps keep your website top-of-mind for when your visitor is finally ready to come back to your website. If and when they click on these ads and come back, they are usually much more likely to convert on your website than normal visitors.
For example, a visitor browses cameras on your website; then the next day they visit one of their favorite other websites and quickly notice banner ads for your website advertising the cameras they had seen on your website. They may notice your prices are cheaper than those on the other sites they have since browsed, click on your banner ad and purchase the camera they wanted on your website. This can be used for many things, not just for advertising products. for example, you could re-target your visitors with ads that explain the benefits of your service, or target them with coupon codes.
You can take your ad re-marketing to an even higher level by applying tests in your banners ads to find best performing click through rates, and you can even use advanced targeting to reach particular types of visitor segments who have been on your website.
However, be careful what definitions you use to trigger this future ad re-marketing when visitors are on your website. Don’t just trigger it for something they see a few times on your website; you need to make sure they really are interested in it before you re-target them. If you don’t do this, you will risk wasting these re-marketing ads on your visitors, possibly frustrating them if the ads don’t really appeal to what they wanted on your website.
To learn more about setting up this ad re-targeting, there are a number of options for you to evaluate, including tools within Adobe Test…Target and Google Double-click. Even though this is often more expensive than traditional banner advertising, it can often yield much higher visitor return visit and conversion rates. Therefore, if you have the budget to test this, you should definitely consider using this method to bring visitors back to your website.
Now that you have a firm grasp of these internet marketing strategies, you can start applying these concepts and making more money. What are you waiting for? Get started today.