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How Digital Marketing can increase visibility for your business?

Russell Brown - Oct 30, 2017

Learn about the seven main tools in digital marketing, the importance of marketing in business, and how these tools can help you to acquire more clients.

Nowadays, the internet is the main channel to search for information, especially for those with access to a computer or cell phone.

Decades ago, people looking for jobs, new cars, or even for new places to live used to look for printed ads on newspapers and magazines. Needless to say, these traditional marketing channels are valuable in some stages of a marketing campaign, however, the ones who were interested in any of the products or services advertised on the newspaper or the magazine, would then go online to look for more information, make an enquiry, or even make a purchase.

Reasons for this behaviour are quite simple:

  • The internet allows users to find an extensive range of information;
  • The internet makes it possible for users to compare similar products or services;
  • The internet allows users to quickly compare prices;
  • The internet is extremely dynamic and allows users to quickly acquire new services, or purchase products online.

As a result of these facts, many business owners question themselves: So, how can my business position itself online?

We, at Digital Stream, want to clarify a few key points to be considered when creating a Marketing Plan and a Digital Strategy for the ideal positioning of your business decided to put together this article to help you make the best decision.

What are the main Digital Marketing Strategies?

Firstly, it is necessary to do an analysis based on your business’ expertise to select the most appropriate tools. Secondly, a strategic plan needs to clearly describe each of the tools selected, how they will be utilised, as well as your business’ real goals. Lastly, see below seven online marketing tools and a brief explanation of each of them:

Website

There is no doubt that every business needs to use this tool, perhaps the most important of all of them. A well-elaborated website, easy to navigate, with a modern, responsive, and customised design will work together to make sure that the user will have a great experience navigating it. Nowadays, with the increased usage of smartphones and tablets, it is crucial that your website is responsive in multiple screen sizes.

Online Store/E-Commerce

The online store basically consists of an online page, enabling users to acquire services or products online, going through the online acquisition funnel, starting from the products’ or services’ list, moving to items selection/adding to cart stage, to the filling out the shipping details (in case of products), and finally making the payment. The most important key factor about these online stores is that they are extremely dynamic and profitable, because there is no need for a brick-and-mortar store to sell your products, nor there is a need when it comes to services, such as hotel reservation or concert ticket for example, as you can send the confirmation or ticket/voucher via email or mail. A business owner who has a brick-and-mortar store and online store is not only expanding his capacity to make more sales, but he is also increasing it's capacity to reach a wider audience to offer his products and/or services to other markets, previously incapable to reach with a physical store only.


Digital Stream -  How Digital Marketing can increase visibility for your business.

Blog

Create a blog can be very interesting for your business, and it can allow access from your website or online store. A blog is a place where you can publish articles, tips, news, events, and anything else that can be appealing to your target market, visitors and audience. Providing relevant content that clarifies any questions and brings new ideas or news related to your industry, will help to engage with your customers, making it a good communication channel.

Note: Keep your blog open to comments, and accessible on Facebook, Twitter, and other social media channels that your company utilises.

Social Media

A considerable amount of people uses search engines like Google, Yahoo, or Bing to look for information, products or services. However, the use of social media to inform, educate, and/or sell products and services has been increasing, as it can grow your company’s network and public awareness.

Social media channels, such as Facebook, for example, is a very effective tool to promote your business to other businesses, friends, and partners who may not often visit your website to stay updated with your new services or products, but this audience can be easily exposed to them on Facebook, encouraged to share or like your post, improving your online presence, providing free advertising for your business.

It is important to note that, nowadays, it is possible to have a website and/or blog integrated with social media channels, where the visitor/user can click on “like” or “share” on your company’s website, without having to leave your webpage to go to Facebook. In addition, this integration can also be used for your to publish on your website to direct users to your Facebook, for example.

Email Marketing

This Digital Marketing Tool offers interesting strategic dimensions. A good amount of users that visit your website, blog, online store, or social media, and develop an interest for your services, products, or content, probably have an email account that they often check.

E-Newsletters about your company or industry, promotions, or offers sent via email can bring great results to your company, however, stay away from becoming a SPAM, by sending emails to users who have not signed up to receive them.

It is important to note that this strategy must be used wisely. Sending emails very often can lead users to unsubscribe to your emails. Only send via email what is really important and relevant for them to read.

Online Paid Advertising and SEO (Search Engine Optimization)

Do you want to appear on top of the first page of Google search results, or any other search engine? Basically, a paid ad on Google, for example, can do this for your business, however, there are costs and a few rules related to this type of online advertising. This digital marketing tool is very efficient and has the power to quickly increase visitors to your website or online store.

Another strategy that is commonly used by search engine marketing agency like us, Digital Stream, when developing websites is SEO (Search Engine Optimization), a set of strategies to improve your positioning or organic ranking on Google in a way that internet users will be presented with the option to choose and click on your website link, without incurring any costs to you.

CMS – Content Manager System

A good CMS to manage your online content will make a big difference. An user-friendly platform, with multiple and safe resources, enables you to have a better experience managing your website, Blog, or online store, providing you more motivation to keep your content updated for your customers.

Conclusion

There are many online strategies to advertise your business, however, these are the most popular tools you can choose from to obtain positive results based on your goals. It is not simple to create a Digital Marketing Strategy, requires planning and dedication to the process. Thus, it is very important that you question:

What is my main objective to advertise online?

  • To have an online store to sell my products?
  • To have an institutional website with information about my business, to inform and communicate with users?

Who is my target market?

  • Clients I want for my online store?
  • Email contacts to approach them later about my business or partnerships?
  • Just businesses? Just end-consumers? Or any specific niche market?

How much time and money am I willing to spend on my online advertising?

  • An institutional website where I would try to update it every 15 days, however, I would keep promoting it to my partners, clients, and possible clients?
  • I intend to reach the highest possible number of users, using multiple strategies, and would be looking forward to generating a subscribers’ list from my website, social media, and email marketing, creating quality content every week?
  • Boost online sales with an updated online store?

The Internet has infinite possibilities, but you need to have your marketing objectives defined, and dedicate to them. When creating social media accounts or building websites, it is important that you have a logo, a customised image, symbol, or name, that people will recognise and remember about your business.

Another important factor to remember is Hosting. A good hosting quality can make your website faster and always live, as hosting problems can make people quickly give up, exiting your webpage.

Lastly: Analyse! Google has a free tool called Google Analytics and has many metrics to analyse users visiting your website.

We, at Digital Stream, hope that you found this article useful and educational, aggregating knowledge about these current Digital Marketing trends.