What are the strategies that startups need the most?
This has become a disputable topic among the digital marketers.
When I started my journey on the road of digital marketing, I discovered a bewildering array of strategies, technologies, processes and skills to be mastered. I found the road is endless with ever increasing marketing demands like customer needs, interests.
Digital Marketing is rapidly becoming more complex and manifold. The reason is the increasing number of channels, devices every day making the concept of digital marketing more complicated.
I have discovered the single biggest truth about digital marketing is that there is no point solution that will work for this objective to achieve your goals.
Now, let us look at the state of digital marketing ecosystem and the shortest path to success in your marketing goals.
Most entrepreneurs usually start with search engine marketing. Getting the content, keywords, meta tag management, search engine marketing or Google AdWords marketing will be the next step. Most significantly many of these areas overlap. Ad Tech (Advertising Technology) and social media are also overlapping.
Similarly UX (User experience) and A/B testing also overlap. Mobile analytics and social analytics are also going to be overlapped.
So, these are the trends where you could run after them and spend significant investment and you do not get the return on marketing investment.
Getting Started with Digital Marketing
Digital Marketing can get quickly confusing and complicated for smaller entities. If you know the value of a new technology is going to be in terms of KPIs such as customer acquisition growth, profitability, market share etc and if you have a method to assess it, you can invest in it.
So, where do we get started? There should be a maturity model that benefits the large numbers in terms of investment and income output. Obviously, the Digital Marketing Ecosystem is the solution to serve the needs of the day.
How to create a Digital Marketing Ecosystem to boost Conversions?
So, where do we get started? There should be a maturity model that benefits the large numbers in terms of investment and income output.
A good number of suggestions out there to boost your conversions isn’t pretty enough to resolve the issue. There are SEO, Creative Content, Paid Advertising and so on are nothing without the other.
The internet world is flooded with content from over 4 million blogs everyday. Seldom are your chances that your users read your content. Additionally, new tactics, tools, smart devices and social media channels are cropping up to enhance your struggle to reach the audience with your creative content.
What you need is an entire digital marketing ecosystem that covers everything to reach users across the world.
Digital Marketing Ecosystem
Digital Marketing is an effort to propagate your brand across digital channels including search engines, social media, mobile applications web applications, emails influencer marketing etc.
Implementing all these strategies will give your site an entire digital marketing ecosystem will be the first choice for startups.
Let us see some of the simple strategies that Startups need to create a digital marketing environment for your site.
SEO: This is the choice of ever digital marketer. The art of getting ranked high on search engines organically (Unpaid).
Google changes its algorithm every year for more than a thousand times. Did you know Google made 3,234 changes (almost nine per day) in its algorithm in 2018 alone. One can not imagine this frequent changes coupled with changes in user behavior. But on-page SEO will help us to make our digital tracking easier.
On-page SEO optimized your web pages to rank higher to obtain more relevant traffic. Placing right keywords within the content helps search engines and users reach the content faster. You need to hook in some user queries in the content. This would relate the user’s mind with your content.
While On-Page SEO is all about operating upfront and Off-Page SEO is working in the backend. This includes link-building, social promotion, guest blogging and other off-page promotions..
This optimizes your business to attract local audiences. Users are asking Google to find the best services available nearby. According to stats 48% of Google searches are local. Google is good at offering best options to the users.
Keyword research is the center of the digital marketing ecosystem. Brands have to analyze keywords which users are looking for. Content must be created using these keywords in mind. Keywords are what you search for on search engines. So you must understand the users problems. Then you have to create content giving solutions to the readers problems.
Most publishers do not know the importance of link building. In fact links are one of the top ranking factors. Google will be ranking a site with back links. The site should have digital tracks like back links from sites featuring high-quality links.
Value of Content
Content is the king of Digital Marketing Ecosystem. High value content is the heart of digital marketing. To create high value content you need to know the users’ interests, you must know which content matters to the user. You need to find out the preferable form of content like text, video or audio.
Marketing beyond Google
Today, users’ option isn’t google any more. They use eCommerce sites like Amazon, Flipkart to purchase a product, switch to iTunes to listen to the latest podcasts, users go to YouTube to learn anything. In 2020 the choice of search engines will change based on the users priorities.
This is an upcoming paid version for the content. For example, a news website will promote articles that are relevant to the news. Paid reviews are about to occupy a place near a product.
Relevant advertising in the form of a banner or ad display in the content will not disgust the reader. Combining SEO and native advertising will shorten the period it takes to become a brand.
Social Media Marketing
Near about 50% of internet users dwell in social media. It is not harmful to slip your stories in social media as paid or unpaid. With a social media presence, you do not force users to read your content, rather you invite them. If users are interested they will read your content, like and share the content. They in turn become your loyal readers soon.
Search Engine Marketing
Search Engine Marketing (SEM) is buying ads from search engines to get traffic. SEO takes months to reach your desired results, whereas SEM makes your way in a short time.
You need not avoid the other methods and focus only on paid ads. In fact, paid ads receive only 4% clicks as compared to 39% clicks of organic results coming through SEO.
Paid ads bring an immediate boost in traffic, while organic marketing takes time to work permanent brand awareness.
What are Quality Signals?
Google decides the ranking by measuring quality signals. There are 4 Metrics for Google to measure quality signals.
Content Readability: Content must be easily readable and understandable.
Content quality: Content must add value to the user. Content solves the users’ problems.
Backlinks: The number of external sources is directly proportional to you ranking.
Social Mentions: Your content must be engaged with social media.
The social media stars are celebrities to users. If these stars promote/like your content, surely the content will be seen by their followers.
Email Marketing turns into the most effective marketing channel. According to stats, 44% income for every dollar you spent on Email marketing. Email Marketing surpasses all other trendy marketing tricks. It reaches directly to the consumers’ inbox. This acts as an invitation to use your products and services.
Design your site flexible to function on many devices. Your site must be compatible to reach on multiple devices like Mobiles, smart watches, smart TVs too. As potential customers are habituated to use multiple devices at their comfort.
According to statistical data, all searches will be voice searches. Users will start talking to Google in a normal tone (long tail keywords). You must optimize your content for long and conversational keywords to answer users’ voice search queries.
Digital marketing is an effort to spread the word of your brand across various digital channels, including search engines, social media, mobile applications, web applications, influencer marketing, emails, etc. Oh, yes—it’s all that and more!