Is your small business’s digital marketing strategy only getting you halfway to your goal? If so, the problem could be that you're relying solely on search engine optimization (SEO) to drive traffic to your business website.
While SEO is essential to attracting site visitors, it's not enough on its own to generate the amount of leads a small business needs in order to keep growing. To do that, you need to incorporate some other elements into your game plan.
3 things your digital marketing plan needs
Putting all your eggs in one marketing basket has never been a smart move. A business that only advertises in the local newspaper or spends all of its marketing budget on putting up billboards is being foolish. Once you've optimized your website, the next step to success is diversifying your marketing efforts across a wide range of channels. These should include:
- Content marketing: Content can include blog posts, videos, images (such as infographics), online webinars, whitepapers — basically any format in which you share information with your customers and prospective customers. Putting quality content on your website will help your site rise higher in search engine rankings. However, you can also share content outside of your website. For example, you can share your content by posting it on social media, by guest blogging on industry websites, or by using "gated content" — content that users have to give up some information in order to access, like downloading a white paper or participating in a webinar. Just make sure that your content drives users to your website with a call-to-action and a link back to a landing page.
- Paid search advertising: If you market your business on Facebook at all, you know it's become more difficult to get attention on the social site with organic posts. In order to get more customers through social media, you generally need to pay for advertising, too. It's the same concept with paid search or pay-per-click (PPC) advertising. Search engine optimization of your website will boost your site in organic search engine results — but adding PPC advertising to the mix increases the odds that your target customers will see your business website. (According to some estimates, companies make $2 for every $1 they spend on pay-per-click advertising with Google AdWords.) Paid search relies on keywords, just like search engine optimization does, and you will need to test different offers, headlines, and advertising formats to see which ones work best. You can also get help from digital marketing experts to guide your PPC campaign and help your ads come out on top.
- Local search listings: Did you know that more than 59% of all online searches start on Google? And that's not even counting Google image searches, which account for another 26% of online searches. Clearly, standing out on Google makes a huge difference in attracting new leads and customers. That's why it's so important to make sure your business is listed in Google's local search directory and shows up in Google Maps when users search for what you sell. If your business is local, seeing that you’re just a few blocks away could be enough to make a customer come knocking on your business’s door instead of your competition’s.
Digital marketing that works
Don't settle for a marketing strategy that only takes you half the way to success. Check to make sure you're not making common lead generation mistakes, and get more tips on lead generation. By incorporating the three key elements above into your digital marketing plan, along with good SEO, your business will soon see better results, more leads and more sales.