Search Engine Optimization (SEO) as part of your Digital Marketing Strategies

Digital marketing is too diverse and dynamic to be confined to a certain number of elements. However, with limited budget and resources, make sure your efforts and investment are focused on these top 6 areas. Search engines have two major jobs: discovering and building a directory of all web content and providing searchers with a ranked list of the most relevant websites and content based on what these people are looking for. As such, making sure your web properties are being found by the people who need your services should an essential part of your marketing plan.

Indexation and Accessibility

You could have the website in the world, but if the search engines can’t properly access, crawl and index your site none of that matters. This applies to search engines as well as your human visitors. Look out for the following:

  • Titles: Create eye-catching titles that raise the reader’s interest.
  • Keywords: Pick keywords that will help bring people to your site and are relevant.
  • Links: Link to quality sites that compliment what your website is about. It’ll encourage sites in your niche to link to you as well.
  • Quality: Try to publish unique and quality content. This prompts users to come to your site because they cannot easily find the content elsewhere.
  • Freshness: You need to add new content on a regular basis

Site Speed & Performance

Making your site faster and perform more efficiently is not only great for user experience but search engines love it to. In fact, Google penalizes slow websites with lower rankings, so make sure you measure and enhance your performance on a regular basis, Here’s how:

  • Use Cloudflare or other CDNs: Content delivery networks essentially create copies of your website in the cloud and deliver your content to users from the nearest server. This cuts down on wait times but also protects your site from vulnerabilities.
  • Optimize Image Size and Formats: Pretty simple, smaller file sizes load faster. It’s important to minimize image file sizes, while maintaining the best possible quality.
  • Validate your Code: Ensure your websites’ code is error free and W3C compliant. Browser errors can slow page load times and make pages difficult to read for both humans and search engines
  • Optimize Website CSS and JavaScript: Compile all your CSS and JavaScript files into to one document for each and compress them for added.

Keyword Research

While SEO continues to evolve, one thing remains the same, Keyword Research, here how to do it right:

  • Make a list of important, relevant topics based on what you know about your business.
  • Brainstorm some keywords or phrases that you think people would type in related to that topic
  • Research related search terms. Google Keyword Planner, Trends or Autocomplete are great ways to get suggestions
  • Search for keywords you can win, i.e. ones that are relevant to your business, can drive significant traffic and have moderate competition.

Link Building

If we think of the web as a vast city, then links are the streets that connect each page. Building links not only helps generate referrals traffic, but also help build credibility and authority for your website. Here are a few key tips to get started:

  • Internal Linking: Ensuring your pages are properly linked to each other internally. Pages only should be a click away from each other
  • Get links from authority websites in your niche. Find where authorities in your industry link to and are linked from and think about how you can get involved.
  • Social Media: not for the links themselves, but to get your content noticed by the people most likely to share your type of content
  • Create Linkable and Distribute: You need is a catchy story of your brand or a trending topic in your industry that is tailored to a specific group of audience.

Inbound and Outbound Digital Marketing Strategies

Inbound marketing is the art and science of turning strangers in the customers and how to do that? We do that by producing content, distributing it online and bringing your customers back to your presence and having a nurturing and building relationships.

The three key tips for inbound marketing include:

  1. Defining your audience means understanding their main points, their needs, their objectives and having a clear plan to address those when the time comes. Once you understand what your target audience looks like, once you understand what they need from you, you can clearly create a step by step map of how to turn them from strangers into customers.
  2. Having a clear content strategy and distribution plan. You know your target audience. Now you need to produce the content that’s customized to your audience and have a plan on how you will distribute it to reach them. Where does your audience live? Are they on Facebook, are they on LinkedIn or twitter? Are they in your mail box? You can reach them a whole number of different ways and online really works well for that.
  3. Nurturing and building your relationships. You have your audiences, you have your content and distribution plan. Now it’s time to take people from strangers to customers through the buyers’ journey. It’s important to understand that not every customer is ready to buy, so how do we take people along that path? Well, we create content customized for people who are just exploring, you create customized content for people who are actively evaluating options and you create content customized for people who are hot leads and ready to close. Now, most companies will focus on the hot leads but if you do that, then you’re ignoring

Outbound marketing is what people traditionally think of when you hear of advertising, it’s your radio ads, it’s your TV ads, and it’s your print ads. Essentially, it’s a strategy of pushing out your message to as wide audience as possible in an effort to persuade and communicate with them the benefits of your product or service.

Here are three tips on how to effectively run an outbound campaign.

  1. Communicating your competitive benefits. A lot of ads try to be cleaver but they fail in communicating the essential points required in advertising and derive no value. Be sure to communicate three things in your ads, the first is what exactly it is your offering? The second is why should your audience want it. The third point is how should your audience act on it and how should they get and take advantage of your offer. If you are selling something based on price, then include the prices in the advertising. If you are selling your service then be sure to communicate the benefits that the user will get out of it.
  2. Grabbing and holding your audience’s attention. Now we are constantly bombarded by advertising messages and our attention spans are shrinking every day. Whether it’s a billboard or an email in my inbox you as an advertiser have less than three seconds to grab my attention and once you have my attention you better know what to do with it. It is also a good idea before you run any ad; whether it’s online, radio, or print, is to examine what’s going on in the landscape. Look at your competitors’ look about their advertisings and see what ads are offering similar products and services to yours and how you can differentiate your messaging and your positioning in your advertising to really stick out and keep my attention.
  3. Testing and optimizing your ads. Now if you have the budget, running focus groups on your ads and getting other people’s opinions is a great way to understand whether your messages are getting across, or whether the cost actually works effectively and whether your ad has the desired outcome. A cheaper and easier way to do it is the “So what test”. Put yourself in your audiences’ shoes. Go through your ad and think to yourself so what why should I care. If you don’t pass that test, if you don’t have an answer to the so what question, your ad has failed and you should probably go back and tweak a few things and really make an impact.

In summary you want to highlight your competitive advantages and communicate these essential messages. You want to grab and hold on to your audience’s attention and never let go. Lastly, you really want to test and optimize your advertisement to make sure that it is the best that it can be.

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