Some businesses engage in digital marketing without first building a solid foundation. They feel that any publicity is better than no publicity at all. They fail to see the bigger truth: laying the right groundwork for your digital marketing is essential to achieve the business results you desire. These components belong in your digital marketing foundation:
You need to clearly define your brand. Graphic design—your logo, colors, and tagline—will tell a story about your company. The fonts and high-quality graphics you use on your website and in your templates for email campaigns, online advertising, and social media will give your brand consistency and further increase brand awareness and encourage engagement.
Unique selling proposition (USP)
Your prospects and clients need to know exactly what you have to offer. Give yourself an even more solid footing by defining what makes you stand out from the competition. Learn to articulate your strengths in a few words.
You will be more successful if you have a well-defined image of your ideal target audience. Create a persona for each segment of your target market and be as specific as possible about their needs, their desires, where they spend their time and money, and what motivates them to take action. Little details like their favorite social media sites, whether they prefer to get their information from text or video, favorite colors, and even what colors have a negative connotation can have a big impact as you build your digital marketing strategy.
Your marketing plan is the bedrock of your success. Because it is specifically tailored to your business, your USP, your goals for the present and the future, and your customer personas, we know it can lead to new customers, more sales, and the growth of your business. Without it, your marketing communications may never reach their full potential.
High-quality content on your website or blog
Your content can take many forms including audio, infographics, photographs, podcasts, text, and videos. Each piece serves a purpose. Your website or blog visitors seek content that is educational, entertaining, and/or engaging. You and your business are building trust and establishing your expertise and authority.
Your high-quality content can be further enhanced with search engine optimization, just as a home’s solid foundation can be improved with waterproofing. The latter extends the life and usefulness of the former. When you include keywords and phrases in your content and website metadata, you help more people find your online presence.
Your analytics show you how well all these components are working together. When you see this bigger picture, you can then optimize your content, your website, your blog, your social networking, your pay-per-click ads, and other aspects of your online marketing.
If one or more of your foundational pieces need strengthening, repair, or other shoring up, give Tate Design a call at 610.725.0702 or e-mail [email protected].