Still trying to figure out why your digital marketing strategy isn’t working? Maybe you haven’t explored all your options. There is no shortage of web marketing techniques you can use, and likely, you haven’t tried many of them. Below are some proven and effective web marketing strategies that, many businesses still aren’t using.
SEO STRATEGIES
Navigation Optimization: Creating a navigation bar that helps move visitors through the site while explaining what you offer is key. Keyword research should be used to build a navigation bar that provides numerous landing pages based on interests and behavior.
Tag Optimization: Optimizing every page in a large site can take a long time. However, optimizing titles, descriptions, and heading tags can be done across the entire site much faster. This will at least cover some of the high-level areas that the search engine algorithms look at and that impact visitor click-throughs and on-page engagement.
Link Reclamation: If you’ve ever switched domains or moved content to new URLs, make sure you are reclaiming your old URLs for site authority. Use tools to find links pointing to any old URLs that are no longer being used and request that those links point to an existing, relevant URL.
CONTENT MARKETING STRATEGIES
Buyer personas: In order to ensure your content makes the biggest impact, you need to know your audience! Develop buyer personas to understand your ideal customers, including their demographics and buying habits so you can turn visitors into customers.
Content messaging review: Use the buyer persona information to make sure your content is communicating the right message. Perform a review of your site’s blogs, audio, and video content to make sure it’s consistent throughout. Make sure its effective at reaching your audience through organization, visual appeal, level of professionalism, thought leadership, calls to action, links and more.
SOCIAL MEDIA STRATEGIES
Email Marketing: Email marketing is not dead! Starting an email system should be one of your top goals. Capture emails during the sale, or with a pop-up when they visit the site. When you have an email address, you can continue to market to those who have shown an interest in engaging with your company, so you can help them become a new or repeat customer.
Social media profile optimization: Make sure your social profiles are set up and optimized properly. Make sure you have updated information (address, website, phone number, etc), great profile pictures, and are posting engaging, visual content regularly. Without properly optimized social profiles, you won’t be able to reach your audience effectively.
CONVERSION OPTIMIZATION STRATEGIES
Analytics Goals: To know if your marketing campaigns are successful, you have to track their progress and performance. Your analytics code is installed properly and that you have established your goals and are using the right metrics to measure your results. When you establish your goals and metrics up front, you can make sure you’re getting the right data.
Best practices review: Do some research on current best practices recommendations for digital marketing. These change over time, so make sure your site and other digital marketing efforts are up to date. Best practices can help you improve user experience without having to gather specific data.
Live User Testing: The best way to test user experience is to see how real users work through your site. Use your personas and goals to create instructions for live visitors to use your site. As they do, keep track of what they say and do. This can be invaluable information so you can improve your site to get more conversions.
