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Is your business a large, enterprise-level company and growing by the day? Do you have a smaller business but desire to see it grow by leaps and bounds?
Answering “yes” to either one of these questions means that you can benefit from using a digital marketing strategy – better yet, you can benefit from digital marketing designed for large-scale businesses and either apply them to your enterprise or adapt them to a smaller scale.
We’re going to tell you exactly what you need to know about digital marketing for enterprises and how you might use this same strategy for a smaller-scale operation. Keep reading for more information!
Social Media & Social Trust
One of the quickest, easiest, and most cost-effective digital marketing strategies involves the use of social media platforms such as Instagram, Facebook, and LinkedIn. While this may seem like a no-brainer, there are a few tips and tricks that you need to know in order for this aspect of your digital marketing strategy to work well and build social trust.
First, you’ll need to understand what social trust is and how it impacts your business. Social trust is a simple idea but can be difficult to establish. Building social trust means that a small portion of your target market enjoys doing business with and has confidence in your brand.
This small portion of your target market will help inspire other people to trust your business, regardless of whether or not the customers personally know each other.
To establish social trust, social media presence is a must. Posting irrelevant content, too frequently or not frequently enough, or spamming people with ads is not the way to build your social media presence.
Instead, you’ll want to share content that is pertinent to your business and industry, interesting and helpful blog content, or attention-grabbing photos. There isn’t a specific number of posts per day or week that you should follow, but instead, focus on sharing content consistently – the same time of day and same days of the week. This helps you to appear in your followers’ timeline and lets people know when to expect new content.
Don’t be afraid to engage with your followers, either. Respond to comments and messages, thank your followers publicly for compliments, and answer your messages promptly. This engagement will also help your posts appear in more places while also showing that you care about your business and the people who support it.
Finally, make use of the bio or ‘about’ fields. Tell people briefly about your business, use your slogan if you can, and, yes, emojis are acceptable!
Optimize, Optimize, Optimize!
Search engine optimization or SEO is how your business’ webpage is able to be found on search engines based on your use of keywords, internal and external linking, and overall web traffic/domain authority.
Of course, you’ll want to do keyword research to find out what industry-relevant terms people are searching for and use them within your blog content. You’ll need to link to other recent, high-authority posts that support claims and you’ll also want to internally link your own blog posts using strong anchor texts.
If this seems like a lot to do or like we’re speaking another language, don’t worry. There are actually entire companies that are dedicated to large-scale or enterprise SEO. By choosing to use a professional agency, you can feel confident that your website is easily found and ranks well on search engine result pages.
Optimization doesn’t just apply to blog content on your site – it should also include any videos, their descriptions, meta tags, mobile-friendly use, and written explanations of images.
Obviously, there is a lot of thought and effort that goes into properly optimizing your website. Unfortunately, it could be all for naught if you focus on the wrong keywords, don’t keep up with web trends, or ignore one aspect in favor of another. This is why it’s ideal to hire a professional to help get you started or completely overhaul any work that’s been previously done.
A Note About Pay-Per-Click Advertising
Pay-per-click or PPC advertising can be effective but it can also become costly if users are clicking on your website but never converting. Basically, PPC is a catch-22: if a ton of people click on your website’s ad and convert, you’ll make money but also pay for each of those customers. This is true even for the visitors who don’t buy anything or view your website multiple times from the same link. If they aren’t clicking, you aren’t really spending money (but you’re not making anything either).
You can potentially spend a lot of money for people to click on your website yet rarely see any conversions. Also, having PPC ads won’t improve your website’s optimization or user experience, which can also hurt your conversion rate.
Email as a Part of Your Digital Marketing Strategy
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Although social media is a cost-effective way to reach people, it doesn’t always have the best ROI. This is often related to the fact that social media posts and advertising can’t be personalized the same way that emails can.
When you choose to implement email into your digital marketing strategy, you’re choosing to reach people on more of a personal level – including their name or asking about previously viewed items to remind them about their abandoned shopping cart, or announcing sales that are of interest to them.
It is thought that a company can make $44 for every $1 spent on email marketing. In order to make this happen, you will need to build your subscriber list, make your emails feel personal, include a strong call to action, and have a subject line that your audience can’t ignore.
A User-Friendly Online Experience
An oft-overlooked part of any digital marketing strategy includes your website’s user experience. A poor UX translates into lacking sales, few new leads, and possibly negative reviews that warn others to steer clear of your business.
In order to make your website’s user experience a positive one, you’ll want to make certain that it’s easy to use with each page clearly labeled, have contact information readily available, and ensure that the page loads quickly.
Ideally, any forms that are required for contact or registration will be quick and easy to fill out, asking for minimal information with the ability for the user to add more at a later time. Also, be sure to include your privacy policy to make users feel comfortable sharing their details and make it easy for them to opt out of any marketing emails if they wish.
Digital Marketing Strategy is Easy in Theory
When you’ve taken the time to read through the information above and thoroughly research each of the tips included, you’ll feel like you have a pretty decent handle on digital marketing strategy.
As soon as you feel confident, the algorithms and requirements for successful websites will change.
Although we say this somewhat jokingly, it’s also true. Unless you happen to specialize in digital marketing, it can be almost impossible to keep up with the newest updates, trends, and requirements, making it far easier to simply hire a professional digital marketer or just automate your multi-location marketing which will help you to save your time and resources. With this said, developing your own strategy is doable if you’re willing to put in the time and effort!
