Digital marketing is an area of business that will only increase in popularity as a higher and higher percentage of businesses move toward an online presence. Now that many small businesses have built their own website, as well as developed social media pages and implemented search engine optimization strategy, most of them are looking for ways to properly manage this new environment. In this article we will break down some of the elements that should make up your digital marketing strategy for the future.
This is a topic that we have touched upon many times in the Online Success Center. If you have a website for your business, analytics software helps you evaluate its performance, and shows you how to improve. Most hosting providers offer some sort of analytics platform, so it is important to get the most out of your vendors. Learn how to incorporate this software into your marketing plan, and read some of our other articles on the subject to better learn how to use it correctly.
Content Management Systems (CMS)
With more and more businesses providing information online, there is growing competition in all industries for providing substantial and worthwhile content for customers. It can be difficult to manage all the content that you offer online, whether it is in the form of a large, robust website, or even just blog or social media updates. CMS tools allow for easier organization and sharing of this content.
Social Media Management
This item could range anywhere from something like HootSuite, a tool for organizing and compiling numerous social media accounts into a single dashboard, to a more robust monitoring service that measures your brand’s reputation and discussion in the industry. As social media continues its exponential growth, this could be a major area to factor into a digital marketing strategy.
Search Engine Marketing
Tools such as Google AdWords allow businesses to bid on a specific set of keywords relating to their business. When a typical user searches for those keywords, a link to the business’s website is displayed in the sponsored results of the search. These sponsored links are highlighted and displayed at the top or sides of standard results. The advertiser only pays for every time their link is clicked (pay-per-click).
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