Your firm has been established in your industry for decades, has a strong and reputable brand name recognised internationally, and you have a faithful customer base who come back time and again, often bringing their friends with them. Do you really need to invest in Digital Marketing?
Expecting a “yes”? Well it all depends on your appetite. If you don’t mind your market share being eroded by the competition then don’t invest in digital marketing, its as simple as that. Your competitors are using Digital Marketing agencies and probably have an in-house Digital marketing team as well. While traditional marketing techniques like Sales Reps, and trade magazine advertising still work, the audience has moved online, so Digital Marketing has to be a large element of your Marketing Strategy.
What is Digital Marketing?
If you’re not investing in Digital Marketing right now, you probably need to understand what a Digital Marketing company can do for your firm, before you’re willing to free up some of your budget for them.
A good Digital Marketing company will focus on your company’s overall brand presence online, across social media, Search Engine searches, your own website, and on relevant trade blogs and media sites. Effectively what they then do is improve your online presence, your online reputation, and ensure that your company appears as near to the top as possible on Search Engine searches for the products and services that you provide.
How Does Digital Marketing Work?
So how do they do it? Well there are many tools that a Digital Marketing Agency will use to achieve an improved online presence for your company:
Search Engine Optimization – Starting with your website they try and optimize it and the links to it from other sources so that it ranks high on Google and Bing searches. Using software, they analyse what terms your customers are typing into Search Engines to locate a provide of your product or service. Once they’ve identified these golden terms, they work on the content of your website to reflect them, and they build a portfolio of high-quality website links which identify your website as a source of information on those search terms.
Content Marketing – Closely related to Search Engine Optimization the Content on your website needs to first appeal to your customers and potential customers landing on your website, but also appeal to the Search Engines. The brand messaging then must be echoed throughout all online and offline marketing collateral.
Social Media Advertising – Where applicable a Digital Marketing Agency can devise a positive ROI advertising campaign on LinkedIn, Facebook, Instagram, and other Social Media sites to drive potential customers to your website.
PPC Management – Another form of advertising is Pay Per Click Advertising on the Search Engines, where you effectively buy the top slots on a Search Engine Results Page. A well-managed and optimized PPC campaign will bring a steady flow of potential customers to your Website every day that are in the mood to be converted into your next customer.