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Every marketing program should start with the same basic questions:

 

• Who is your customer?

 

• What stage of the buyer’s journey are they in?

 

• What information are they looking for?

 

• Where are they looking for it?

 

• How are they looking for it?

 

While this may seem like more work than you usually do for your marketing, it’s essential if you’re going to reach potential customers with the right information at the right time and turn them into leads.

 

With digital marketing, once you’ve filled out your various customer personas, you need to build out your content strategy. The basis of any connection you have with your potential customers is the content that you post online on a regular basis. It’s also the single most important part of search engine optimization and converting prospects into leads.

 

When formulating a content strategy, you need to answer the following questions:

 

• What content should I be posting?

 

• Where should I be posting it?

 

• How often should I be posting it?

 

In order for people to have the best chance of finding your content, you want to employ the keyword phrases—the information your customers were looking for—that you surfaced in your customer personas, and you want to link to your content whenever possible, both from within your own web properties and from any external source you can arrange.

 

It’s all a part of the inter-connected world of web management. One element complement’s the next, creating a web of opportunity for businesses looking to attract new customers.

 

Once you’ve built out your content strategy, you need to publish the content and ensure that it has the best opportunity to be found.
To do that, you need to either build or fix your web properties—specifically your website, your blog, and your social streams— and you need to make sure that you are continuing to build positive connections with as many credible websites as possible.

 

This process usually starts with a scan of your existing website. A scan will surface what are called on-page elements that need to be addressed. From there, you need to set up whatever elements you’re missing, such as a blog or facebook page.

 

Once you’ve handled the on-page fixes and set up your blog and social media channels, you need to make sure that your business is properly represented in directories and search engines around the web and that you have as many links back to your content from credible websites as possible. These are called off-page elements, and they’re every bit as important as your on-page elements.

 

Now that you’ve defined your various buyer personas, you’ve built your content strategy, you’ve set up your various web properties, you’ve taken care of your on-page and off-page elements, and you’ve started posting your content in accordance with your content strategy, the Internet is likely going to become your most productive employee.

 

Keep in mind that digital marketing is a living thing. That 24/7 employee doesn’t rest- or stop changing. That means that you need to keep posting content, keep making sure that your properties are current and healthy, and keep connecting with clients every single week.
Fortunately, it also means that you have an opportunity to generate new leads and convert new customers on a 24/7 basis as well.

 

For more information about how your business can manage the web more effectively, contact Scott’s SEO today. www.ScottsSEO.ca 1-800-408-9431

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