Digital Marketing: Looking Into 2017 & Beyond
Digital marketing is a critical part of any business’s success in the modern marketplace. Considering that over 70% of all buying decisions involve going online at some point, and for the younger generation that number can jump up to over 90%. That is why digital marketing is so important because it is the combination of different tools and strategies that allow you to get online attention to your business. The key to a successful long-term online campaign is to figure out the balance that delivers the best results.
From search engine optimization to paid advertising to social media and video, there are many ways to split up your attention and effort. Read on to learn about the various parts of digital marketing and to help you figure out what focus will work best for your personal custom needs.
SEO Is Still King
No matter how much excitement jumps up around other methods, and often with good reason, search engine optimization (SEO) is still king. The ability to rank on the first page of primary search engines for all your major keywords, especially if you can get to the top of the first page, makes you more trustworthy and more of an authority than the competition while giving you the lion’s share of people looking for your goods or services.
SEO is huge, but one thing all online marketers understand is that SEO is also always changing. Staying on top of those changes is a crucial part of getting massive amounts of traffic day and night. A properly optimized website or web presence will help out every other part of a digital marketing plan, as well, and keeps producing even after the campaign is done.
Social Media Matters More Than Ever
Social media is a crucial part of Internet marketing and is continuing to grow. The top 15 websites used to be search engines, Amazon.com, and that was about it. Now social media is huge. Facebook, LinkedIn, Pinterest are always in the top 10-15 most visited websites while Instagram, Twitter, and Redditt are always in the top 30. Add in YouTube consistently being in the top 5, and you need to be on social media – you need to be found on social media.
In addition to getting seen where people are going (and often going multiple times a day), Google and other search engines are beginning to use social media as part of their SEO equation. A healthy social media presence is critical, and many industries find a good social media campaign can change their business fortunes even by itself.
Search engine marketing (SEM) refers to any paid method to get seen at the top of search engines (or even social media advertising). SEM focuses either on search or display ads, often referred to as PPC (Pay Per Click) or PPV (Pay Per View). Google AdWords the classic example for PPC because a company can buy ads that appear when certain keywords are searched, allowing their ads to appear even before the organic (SEO) search results.
SEM can be a great equalizer against the competition and allows companies to jump up and get attention while also bringing in leads and customers immediately while a long term SEO and social media strategy can be implemented.
Pay per view refers to banner advertising, which often gets far fewer clicks, and thus far fewer direct customers. However, it is a sure way to get the brand name out since thousands of people will see your advertisement and see your company’s name over and over – getting it out there, so people will remember it.
Tying It All Together
Some businesses will find that SEM is a great system for their needs with only small amounts of social media on the side. For others, social media can make their company while SEO is the long term follow up. There are also digital marketing programs that are only SEO. Do some experimentation, look at what is producing results, and adjust to get the returns that your business deserves!