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In today’s business climate, digital marketing is more important than ever before. With studies showing that 75% of marketing teams increased their company's credibility and trust with various digital marketing tactics, it’s clear that a strong digital marketing strategy is critical to success. But when it comes to identifying the right digital marketing mix for your business, you must know what to look for, and the BBB team is here to help.
How to identify a digital marketing mix that works for you
Whether you’re a small business owner just getting started with digital marketing or a seasoned marketer looking to take your strategy to the next level, identifying a digital marketing mix that works for you is critical to your success.
Believe it or not, most of the hard work comes down to testing different digital marketing strategies. This means spending time understanding what works best for your business and what gets the highest return on investment (ROI).
As you test different digital marketing strategies, you’ll notice certain approaches work better for your business than others.
For example, while social media marketing can be a great way to build your brand and generate new followers, where you spend your time will vary by your audience.
While 71% of consumers say they are more likely to buy from a brand they follow on social media such as Facebook or Instagram, approximately 80% of B2B buyers are more likely to come specifically from LinkedIn. This means that if you’re a B2B business owner, you should prioritize building your social media presence on platforms like LinkedIn. In contrast, those in B2C businesses should focus on building a presence on platforms like Facebook and Instagram.
This drives home just how important it is to test different digital marketing strategies and understand what works best for your business.
4 digital marketing tactics worth exploring for explosive sales
There are many things to consider when it comes to growing your business, and digital marketing is one of the most important. If you are ready to double down on your efforts and get more sales, this is how you should invest your time and resources:
1. Develop detailed audience personas
This is a vital digital marketing tactic that every brand, B2B or B2C, needs to be practicing. The more detailed your audience personas are, the more targeted and personalized your content and offer become.
This is crucial considering 80% of consumers say they are more likely to do business with a brand that takes the time to personalize their experience and offers. In comparison, 66% of consumers expect brands to understand their unique, individual needs.
2. Invest in regular keyword research
When you’re looking to double down on your digital marketing efforts, one of the best ways to do this is by investing in regular keyword research.
With approximately 93% of online sessions beginning with a keyword search on one of the major search engines, researching what your audience is searching for is crucial to your success.
This allows you to develop detailed keyword lists that include long-tail variations of common keywords, which increases the likelihood that you’ll rank on page 1 of a search engine result when someone searches for the keywords/phrases you are targeting.
3. Employ proper SEO best practices
Search engine optimization (SEO) combines tactics that help your content appear higher in organic search results. This includes things like creating compelling content that is optimized for the keywords/phrases your audience is actively searching for, utilizing internal and external link building, and more.
With over 2.55 trillion searches done via Google in 2020, making your content appear in organic search results is a key component of your digital marketing strategy. Some of the most common SEO best practices worth implementing into your digital marketing strategy include:
- Develop web content based on your keyword research
- Optimize all visual elements
- Optimize page load speed
- Write effective CTAs
- Optimize headlines/subheadings
4. Properly align your brand across all channels
Brand consistency across channels plays a bigger role in fostering trust and credibility between you and your audience than you may think.
Think about it. If you're not creating an omnichannel experience that is consistent across all your channels, then you're leaving a lot of potential sales on the table.
The more time and effort you spend developing a cohesive digital marketing strategy that is centered around developing a brand that is identifiable and engaging across all channels, the more likely it is you'll be able to connect with your ideal audience, which in turn increases your chances of generating more sales.
Build a digital marketing strategy that gets results with BBB
Want to learn how to build a digital marketing strategy that gets results? BBB is a great place to start. We provide educational content and best practices for small business owners at every stage of growth.
Continue refining your digital marketing strategy with more great tips from the BBB! Make sure to check out the BBB business news feed and the BBB HQ!
BBB of Southern Piedmont and Western N.C. contributed to this article.