Digital Marketing Strategy Guide

Table of Contents

You’ve got the idea, you’ve got the skills, and you’ve got the passion. Now you just have to figure out how to get the word out there—and let’s face it, starting a business is expensive. But that doesn’t mean you can’t go about it like the digital marketing guru you are. The internet is a wonderful tool for reaching customers, but without a solid plan in place, your message can easily get lost in the mix. We’ve put together a digital marketing strategy guide to help you get started on the right path and keep you headed in the right direction. That is to say that the are outlining most of the digital marketing strategies, but as this is a living document, we will be adding to this guide frequently.

What Is A Digital Marketing Strategy?

From acquiring customers to retaining them, using the latest marketing techniques is crucial to running a business. Whether you’re a new startup or a large established business, digital marketing offers you the opportunity to promote your products and services, increase sales, and ultimately boost your bottom line via digital channels. When using the digital world to market your business, you should always keep in mind that you can’t just rely on the web to do the work for you. A successful digital marketing strategy means you need to understand your competition, have a good understanding of the customer demographic that you want to target, and always be thinking of new ways to use digital marketing to reach those customers.

Getting Started Creating Customer Personas

Perhaps the most important tool in your arsenal, customer personas help you understand the needs and wants of your customers. Creating customer personas is the first step towards developing a comprehensive marketing strategy. You can create a customer persona from scratch, or you can find one already online. But either way, it’s good to have at least a couple. Creating personas will help you figure out how to sell to your ideal client. With a clear understanding of the audience you’re targeting, you can refine your pitch, get creative, and target a message that will reach them in the right way.

* **What’s my target market?**

If you don’t already know who your ideal customer is, start by identifying where they spend time online.

  • Are they looking for a specific product or service?
  • Do they have an interest in the topic of your blog post?
  • What are their interests and hobbies?

Once you’ve identified this information, it will be easier to create content that appeals directly to them. For example, if I’m writing about how to make money blogging, then I might want to focus on topics like:

  • How much does it cost to set up a website?
  • How do people find freelance work these days?
  • Is affiliate marketing still effective?
  • If I were writing about running a food truck, I’d probably write about things like:
  • What kind of equipment do I need?
  • Where can I buy ingredients at wholesale prices?

Small Business Website Design

It’s no secret that digital marketing can be a challenge. However, don’t let it get in the way of building your business, especially when the cost of a website design can take away from your actual money-making efforts. The good news is that if you take some steps listed below, you can get your business online with a higher chance of success.  You can send out a quick reminder about the new web address with a personalized email signature or a business card with a short blurb about your company and its products.

Using WordPress for Your Business Website

WordPress is an open source platform that allows users to create blogs, websites, and other online platforms. It’s one of the most popular content management systems available and is powering 28% of the web. There are over 60 million WordPress installations in use. If you’re running a business website, WordPress offers a range of advantages, from SEO to performance. It’s also much more flexible and dynamic than you might think.

What is WordPress?

WordPress is a content management system (CMS). It allows you to build your website with a custom theme and its own commenting system. You can use it for blogs, new websites, or any other type of online resource. As you can see, you don’t need to be a developer to use WordPress for your site. When it comes to choosing the right theme for your website, consider how you’ll develop and customize the website, as well as what users will be looking at. If you’re designing a social media-oriented site, make sure to choose themes that support your business’s needs. What Are The Benefits of WordPress?You have a choice of themes, as well as plugins. Themes are the face of your site, while plugins change how you view, add, edit content and many can empower you with tools for visibility in some of the most competitive digital marketing channels. 

Why use WordPress?

Security – The first reason to use WordPress is that it has a reliable security system in place. Many WordPress plugins are also better at security than what’s currently available on the market, such as Google Safe Browsing Extensions, or SiteLock. – The first reason to use WordPress is that it has a reliable security system in place. Many WordPress plugins are also better at security than what’s currently available on the market, such as Google Safe Browsing Extensions, or SiteLock. Scalability – WordPress is a lightweight platform which offers the opportunity for businesses to scale up with ease. It offers the opportunity for better security and increased scalability as it’s built using PHP, the same language as your website.

Costs

WordPress itself is free as an open source software. However, there are costs associated with building an sort of website and WordPress is not immune. WordPress allows small business owners and other users the abililty to utilize both free and paid website templates. These templates are designed by 3rd parties independant from the folks at WordPress.org and therefore, price fluctuates 

The WordPress Learning Curve

The first question that most beginners ask is how to set up and get started with WordPress. With the hundreds of thousands of articles online, this question is easy to answer. I highly recommend reviewing different videos on YouTube and how-to articles on found on major search engines like Google. Because WordPress is, for all intents and purposes, a Frankenstein website, the learning curve related to building landing pages and blog posts differ based upon the various plugins in use. The plugins add and/ or customize functionality, and if chosen with your social media marketing and content strategy in mind, can help you optimize your site in the form of search engine optimization (SEO). 

WordPress Security

It’s a sad reality that some people do not take internet security seriously, and a lack of knowledge leaves them vulnerable to cyberattacks. In order to prevent those attacks, you need to protect your website against hackers. Luckily, there are many things you can do to keep your website free from malicious attacks. A good web host will ensure that your website is protected against hackers by installing all the right security features, even if for a cost.

What are the different types of hackers?

You can also protect your website from hackers by looking at the different types of hackers. Here are the four most common types of hackers, and what you need to do to keep them away from your website. PHP hacker: PHP stands for PHP and is a software program that the most people use to write a website. A website written in PHP can have issues with hackers because it runs on a web server. PHP is based on Microsoft Windows, so a hacker can easily access your website from the web server that it runs on. The easiest way to stop this is by setting up firewall and adding additional security features to your web server, like a strong password and encrypting traffic.

What is a firewall?

A firewall is a security device that blocks and monitors the activity of your visitors. When you go to your firewall, you are able to see what visitors have been doing. The firewall can block unwanted access to the system and make sure that unauthorized users do not gain access to your servers. When you run a website, you must think about having a firewall installed. The web host will install it for you free of charge. Two free options If you’re using a web hosting provider, then you’re not doing anything wrong. In fact, it’s in the best interest of your business to use a reputable web hosting company that offers you a free firewall, which is called WAF.

How is a firewall different from a web host’s security?

A web host is the people that help you in creating a website. They are responsible for setting up your site and security. A firewall, on the other hand, is a piece of software that protects your website from hackers, as well as automatic backups and multiple users. A firewall is an essential security feature that you should install on your website. If you don’t have a firewall, then you should get one immediately. A firewall makes sure that all the traffic you have coming in to your site is legitimate. Some websites are vulnerable to hackers. If a hacker is able to access your website through an open port or by exploiting a flaw in a script, they can then use it to perform certain actions, like monitoring your website’s activities, downloading files, or altering it.

What should I look for in a good web host?

Some web hosts offer features that are specific to website security. Some features that are commonly included in such services include:  A firewall to protect you from malicious activity. PHP extensions to add protection for all the programming languages on your website. SSL certificates to encrypt your traffic in a secure way. Blocked pop-ups and other ads that contain malicious software to reduce your exposure to malicious attacks. Website passwords for administrative logins and emails. A good web host should offer all of these features you need to build a secure website.

It is imperative that you take steps to protect your website from hackers and spam. A good web host will not only provide you with the best tools for your site, but it will also provide you with the best security solutions.

Social Media Marketing

Social media is a crucial part of any marketing strategy, and the best way to get started is by starting simply. Take note of the following social media marketing tips and social strategies, and you’ll have your business humming before you know it. Developing an effective social media marketing strategy means utilizing each tool and resource available to you via social media to appeal to the buyer personas you developed when starting your marketing campaign.

The first step in creating a successful social media marketing campaign is choosing which platform(s) will be used by your business. This decision should not be made lightly as there are many factors involved including budget, time frame, audience size and much more. 

Social media has become such a powerful tool for businesses because they allow them to connect directly with customers. They provide a way to build trust through transparency, authenticity, and community involvement. And when done right, social media can help companies gain new clients or increase sales from current ones. But if you don’t know where to start, it can seem overwhelming. We’ll break down everything you need to get started so you can create effective campaigns that engage your audiences.

1) Influencer marketing- If you haven’t heard about influencer marketing before, it might sound familiar to you. Influencers are people who already have a large following online. These individuals usually have some sort of influence over their niche — whether it’s blogging, vlogging, posting videos, etc. By partnering up with these influential bloggers, brands can reach thousands of potential consumers without having to pay traditional advertising costs.

2) Facebook Advertising- This is where most businesses start their journey online. It has become so popular because its user base is very diverse; there are over 1 billion active monthly users. That being said, if you want to reach this audience effectively, you’ll first want to learn how to target them based upon interests, demographics, etc. Once you’ve got your list segmented, create custom audiences around those groups. You can even slice and dice your lists down to individuals! With these individual lists, you now have more accurate targeting options. This social media marketing strategy can be used as an alternative or supplement to other forms of advertising such as search engine optimization, paid ads, email campaigns, etc. In fact, many marketers use them in tandem with SEO and PPC strategies. 

3) Twitter Ads- Another great option would be Twitter advertising. As mentioned above, there were over 1 billion active users per month last time we checked. So imagine reaching out to just 10% of them. And did we mention that 30% of U.S. adults use some form of mobile technology? Mobile devices are becoming increasingly important in our daily lives, meaning that many eyeballs are going to be scrolling past your ad at any given moment. 

Search Engine Optimization (SEO)

What is SEO? Search engine optimization (SEO) is a way of making your website attractive to search engines like Google by writing a page that discusses searched for topics and other crucial information to make your business appear in front of more of the users. 

When people are searching online they’re looking for something specific. If your site doesn’t have what they need then there will be no reason for them to visit your site at all! This means that having an optimized website with relevant content is essential for getting traffic from search engines.

How does SEO work?

SEO is a process of optimizing your website to rank higher in search engines. It’s the most effective way for businesses to reach their target audience and increase sales, but it can be very difficult if you don’t know what you’re doing.

Review the following basic overviews of some of the most popular steps in Search Engine Optimization:

1. Keyword Research: The first step towards creating an  effective marketing campaign is keyword research. This involves finding out which keywords or topics are used by potential customers when they look up products or services similar to yours on Google. You need this information so you can gain an understanding of the needs of your ideal clients and then cater to their needs effectively and efficiently. 

2. On-Site Optimization: Simply put- how you structure the web page matters. Some SEO “Gurus” refer to H1 (and then some) tags, alt tags, etc. Know the terms but don’t stress over “rules” you find online regarding them. The bottom line is simple, each webpage ( Google ranks webpages, not websites)  should be structured in a way that provides for a great experience that supports the concepts discussed in the content of each page. This same concept can be used site wide when linking web pages together in a manner that improves the experience for the site visitor. 

3. Content Creation: Your next task is to write unique and useful content that answers questions and solves problems. Visitors come to your site looking for specific solutions to certain issues. Make sure every piece of content on your site addresses those concerns directly. Don’t just throw together generic blog posts with no real value – instead, focus on providing helpful tips, advice, case studies, reviews, etc. There are so many nuances and schools of “thought” and experience in SEO in regard to crafting content that is effective from a traffic gaining perspective while supporting high conversion rates based upon the business goal set by you, the business owner. 

Content Marketing

Content marketing is one of the fastest growing strategies for small businesses today, and is simply another way to bring your brand to life. Don’t make the mistake of thinking that putting together a slideshow presentation on your company blog will help you stand out. Make sure that your content aligns with the key questions customers are asking about your products and services. Email Marketing Did you know that you only need 25-30% of your website’s visitors to be actively engaged in a purchasing experience to generate 30% of your total revenue? How many people out there could that be? Imagine the potential if you just managed to capture a few customers in the top 25%? If you can’t figure out who those customers are, you could learn more here: Step up your email marketing game.

Content marketing is a specific kind of marketing that involves creating and publishing valuable and relevant content that people find useful. This content is what creates a positive relationship with your users and helps you achieve your business goals.

What is content marketing?

Content marketing is any marketing strategy that involves the creation of new content to share with people through different mediums. It can be an article, white paper, tutorial, or anything that provides value and fulfills the intent of your business. The key goal is to create valuable and actionable content that is spread organically so that the users want to continue to consume it. What is content marketing best suited for? Content marketing is best suited for businesses with solid sales and marketing background. This kind of content creates a strong relationship with the target audience and allows them to enjoy a consistent level of growth. It also helps to provide services to consumers in the most organic manner so that it does not interrupt their daily lives. Who creates content?

Why is content marketing important?

As we’ve discussed earlier, companies need to create high-quality content in order to stay competitive. We have seen many startups losing the market because of weak content marketing strategy. In fact, 55% of marketers admit that poor content marketing has become the biggest marketing mistake their company is making. A high-quality content strategy increases your chances of winning the customer’s attention. It also helps you maintain a good relationship with your users and attract and retain them for future customer acquisition. According to a report, content marketing pays off; 83% of businesses who invest in content see their sales increase by at least 25%. Furthermore, a Forbes article states that a 100% content marketing strategy boosts your business’ profits up to $80,000.

How to create content that people want to read

The right content is the most effective and simplest way to have a successful and productive content marketing campaign. A content marketing strategy is built by the research of your target audience and needs to include your target audience, finding out what interests and motivates them. The content that you want to create should come up with the problem or goal that your target audience is trying to solve or a particular challenge that your target audience faces. There should be no connection to what your business offers, this type of content is designed to show your audience a solution to a problem they are facing. Content should solve the problem your target audience is facing. Each problem will have a number of solutions, some of them are short-term and some are long-term.

Content marketing is an effective and widely accepted method of marketing that is widely supported by digital marketing gurus and experts. By using effective and high-quality content, you can reach out to a large number of people and can keep the engagement with your customers engaged. Using this strategy, you can market your product and services in a cost-effective way.

Paid Advertising on Search Engines

Online Advertising can provide you with a lot of the recognition you crave as a new business owner. But not all ads work, and if you can’t set them up on a realistic budget, they can be a waste of time and money. Digital ads are highly targeted, and one ad can generate thousands of clicks. As long as you have a well-thought-out message and an SEO-optimized website, digital ads can be a powerful tool for attracting customers. They can help you build traffic to your site, drive sales, and generate awareness of your brand. You can even add a few testimonials to the ads to really stand out. 

If you’re a small business owner, you’re probably spending a lot of money on Google Ads. Are you getting the most out of your ad campaigns? You’ve probably noticed that the ads are not as effective as they used to be. It’s increasingly difficult to improve your ads without spending a lot of money or hiring an agency. Why? As Google ramps up its Google Ads and other advertising programs, its algorithms are becoming more and more sophisticated. With that, comes more and more targeting options. Most small business owners, however, do not have the expertise to effectively adjust their ads as needed.

Why Google Ads is a great option for small businesses

In this portion of our article, you’ll learn why Google Ads is a beneficial advertising option for small businesses. In the second part of the article, you’ll learn how you can optimize your ads in Google Ads to make them more effective and yield more return on investment. Finally, in the third part of the article, you’ll learn how to take your ad campaigns to the next level, by using advanced targeting and the right ad format. The Impact of Ad Targeting in Google Ads Most small businesses’ ad budgets are mainly spent on Search Ads and Display Ads. The hope is that these advertising channels will attract prospects to their websites. But the majority of businesses still do not think to spend money on targeting them with ads specifically tailored to their individual needs.

Google’s search engine has become one of the most popular ways people find information online. It also happens to be the best way to target potential customers who have already expressed interest in what you offer. If you’re looking to get started with paid search marketing, it might seem like an intimidating process at first glance. However, there are many tools available today which allow even beginners to create successful campaigns quickly and easily.

How Google Ads Work

Google Ads are based on specific characteristics of a potential viewer. These characteristics can include the viewer’s type of browser, their geographic location, the time of day they spend on the web, their web browsing behavior and so forth. These characteristics are used by Google to determine if the viewer would be interested in the product or service you’re selling. The ad campaign can then be personalized to ensure that your ad makes it through the algorithms and is seen by the appropriate audience. How Can I Get Google Ads For My Small Business? You have several options for advertising Google Ads for your small business. You can use an advertising network or install Google Analytics and place ads on your website.

Types of Google Ads

There are a lot of different Google Ads that you can use. They come in a variety of formats, including image, text and video ads. You also have the option to target specific local areas. In other words, if you are selling in New York, you can target people who live in that city, or an entire region, but you can’t get into specifics about the people you are targeting. Google does have a tool that allows you to view ads based on their accuracy. For example, you can see if you have actually reached your ideal audience. The same tool is also available to advertisers who opt in to the performance-based Ad Quality Ratings. If you use the AdSmile and AdWords APIs, Google will help you determine the level of relevance your ads are reaching.

The most expensive ads

In the past, it was very simple to achieve maximum efficiency with Google Ads. When running Google Ads, you’re only paying for conversions, and for most advertisers, that’s the best part of the process. As an advertiser, you could sit back and wait for conversions. It appears, however, that Google is changing the rules. You can no longer just wait for conversions. Now, with the updated Google Ads system, you have more options to generate more conversions. You can also target segments that were previously invisible to you. Think of it like this. When you see a moving van go down the street, how do you know which driver to follow? With Google Ads, you’re able to follow the ads as they move through a new section of the web.

The first step towards launching a successful campaign is setting goals. This may seem obvious, but without clear objectives, it becomes difficult to measure progress against expectations. Without a defined goal, it’s impossible to know whether you’ve made any real difference to your bottom line. A common mistake is to assume that because you’re spending time and effort promoting your brand, customers must start buying your product or service. But unless you’re targeting a specific demographic group who has already expressed an interest in your offering, chances are you won’t convert enough leads into sales.

Location targeting

Part of the problem with current ad campaigns is that there are just too many options. Google is constantly launching new initiatives to maximize ad campaigns. However, most small businesses don’t have the know-how to successfully adjust ads to those initiatives. They might run their ads at one location, and end up attracting people from another location. These ads might not even be relevant to those consumers. It’s these types of mistakes that have driven away advertisers and caused Google’s ad program to lose customers.

Google My Business

Whether you want to focus on localizing your website or on getting your brand out there in a whole new way, Google My Business (GMB) is your first stop. With a simple click of a button (and a code from a mailed post card), you can verify that you and your business are who you say you are. Once you have verified your identity, Google uses your in-depth information and reviews to create a rich profile that will draw the attention of potential customers, making you an even more desirable prospect for consumers to interact with.

Local SEO: Local Search Engine Optimization – The Basics

If you’re looking to get found online by people searching within your city or local area, then you need to be optimizing your site for local search engines like Google Maps, Bing Places, Yahoo Local, Yelp, etc. This type of optimization involves using keywords specific to your area as well as adding location-specific content such as photos, videos, maps, directions, phone numbers, hours of operation, contact info, social media links, and posts regarding topics beneficial for your ideal local customer.

Today, having a physical address on each web page makes sense because, while you may think searchers won’t care where you are located, they often do! And according to data compiled by Moz, nearly half of U.S. Internet searches start with either a map or a distance measurement query. Having a correct physical address means that someone searching for your products or services can find you easily based on their own geographic parameters. For example, let’s say I am trying to locate a restaurant near my home. When I enter “restaurant near me” into Google, I receive results showing restaurants around me. Now, if I wanted to narrow down the list further, I could simply select a radius around my house. That would limit the number of listings displayed to only those restaurants inside a certain range. 

The Google Maps algorithm, as of this writing, reviews three major factors when ranking businesses on the map. These include: Proximity of the Business to the Searcher, relevance of the business for the search query, and prominence of the business. We will discuss these factors in great detail soon, but for now, I invite you to research the topic using…..Google.

Conclusion

By thinking about your business from the customer’s perspective, you can begin to see a unique angle to it that you might not have known before. Think of your business as a service—you are selling a product or service that people can use to satisfy their wants and needs—and as such, you’ll have to get your target audience excited about what you can offer.