Digital Marketing combines Marketing online with Technical Search Engine Optimization (SEO) practices. Digital Marketing is placing ads, creating networks of people (social media), having a website so people can judge your company, and collecting reviews all so you can attract potential customers in the modern no contact world.
Technical SEO builds the Digital Marketing in a way that google (and other search engines) can understand your company. Why is this important? When a potential customer asks a question or searches for a service or product, Google decides which companies they are going to list on the first page. Google gets data to make that decision from many, many sources on the Internet. If you setup your information so Google can easily read and understand it then you are making Google happy and you may get picked. For example I have seen $10,000 websites that look pretty but have no SEO – nobody came to see it because Google did not know it was there.
Starting off, you need to define products or services you offer. Gather pictures and descriptions of everything.
Define your target audience. This is a step that is often skipped. Would you want to advertise winter coats to Florida? Define in detail looking at past sales. Things like age, sex, income level, area zip code, what have they bought before, and more. Running ads have gotten good at defining your audience to get maximum return for your advertising dollars. Have you noticed you searched for a barbecue grill and the next week you see 50 ads for barbecue grills, that was not by accident. One last thought, have a topic of the month that way your marketing and SEO are all saying the same thing over the month, keeping customers focused and Google happy. Remember advertising to millions costs a lot of money so define your audience for a better return. Quick note: Google wants to give the best answer when doing a search for someone, so make it easy for Google to pick you.
Next you have to look at potential keyword and keyword phrases customers would use to try and find your products and services. Keywords are so last year, it is keyword phrases and keyword questions that can make a big different in your results. Start with keyword phrases that you might use, put them into google and see what comes up with. These are your competitors for those phrases. What SEO did they do to beat you? Should you peruse they phrases or focus on something more obtainable. You could change your ad or change the SEO behind it. Marketing and SEO are working together.
Once you have gathered all of these thoughts it is time to build your website. People used to go to your store and get to know you or read an ad in the newspaper and decide if they wanted to do business with you. Your website is your business front online, people want to know about you to make an informed decision. On the internet people can review 10 websites in 10 minutes. Your website has to first load quickly (3-4 seconds max) before they leave, give a good first impression, give them something of interest so they stay and look around, and layout your services and products so they can quickly make a buying decision. Your website could give them an answer they were looking for so they come back later. The point is the website should get the person excited and build trust. Lets talk about google E-A-T your website should show your Expertise, Authority, and Trustworthiness in the products and services they are looking for.
Google My Business (GMB) is free and should be setup. It contains company information and it is used by google to help decide if you belong on the first page of a search. This step does take a while in that you want to give google as much information as possible. Time spent now will have long term rewards. GMB should be updated monthly giving google new information and telling them that your company is alive.
You should then setup company and personnel profiles in the over 70 local search engines, social media, listing directories and paid listing services list like Angie’s List and Yelp. The more places you are seen the better. One warning though - make sure your company Name Address & Phone Number (NAP) and exactly the same. If google does not see them the same it will not know which is right so it probably not show anything as opposed to being wrong.
YouTube - Consider a YouTube Channel. Google owns YouTube so it looks there to get help selecting you. A video needs to be tagged with helpful data, have the video closed captioned, the thumbnail consistent and recognizable. Videos should have a catchy beginning quickly answering the question people are searching for, then tell them something to encourage them to stay and watch the rest. The rest of the video should support your answer and then answer questions that they have not thought of yet.
Reviews – People and google have to judge which business they want to do business with and because it is over the internet one of the factors is reviews –make it easy to ask for a review.
Texting - People have embraced texting. How has your company given customer the ability to text you.
Email Marketing – sending email information to current customers and to potential customers can be an inexpensive way to stay in touch with current customer and communicate with potential customers.
Landing Pages - I like to create landing pages for the message of the month – this allows the customer to see a clear message of one idea and not be diverted to other ideas, pages, concepts, etc.
Blogs / Articles - Do a blog post or article once or twice a month at the minimum. The more questions and searches you can answer the better chance you have to show up in a Google search.
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