The past year has been a crazy, ever-changing world of uncertainty. The events of COVID-19 has shifted the way we look at business and structure our industries. Many businesses have had to adjust and adapt to digital marketing solutions simply to maintain customers. Businesses have been pushed and tested. But, we've persevered and here we are ready to take on 2021 with a new outlook on marketing strategy. While there are still many "what if's" in the world right now, one thing is clear: digital marketing solutions can help.
Shifting to Digital Marketing
In the past year, customers have shifted as much of their shopping as possible to digital methods. This use of web shopping is seen just about everywhere now - Google, Facebook, Instagram, TikTok, even local stores and restaurants have adopted digital shopping and delivery solutions. That being said, online competition is through the roof. How do customers find you when every other business in your local industry is online trying to climb the ranks just like you? The answer is to out-market the competition!
For physical marketing, you would invest in branding, business cards, flyers, storefront advertisements or posters, and more. In a way, this is the same thing. You are still building your brand and engaging your customers - just in the virtual world.
The first tactic you can consider is search engine optimization or SEO. This is where your website is built up with content and structure to tell Google and your customers who you are, what you do, and why they should choose your products. This is the answer to the million-dollar question, "How do I get on Google?"
PRO: SEO allows you to build your website organically and will continue to grow and market leads as you maintain SEO Google Standards. With dedication, SEO can be self-maintained with blog posts, fresh content, and engaging social media posts. And, you don't pay for each individual click you get to your website.
CON: SEO does take a bit longer to build up (roughly 6 months), needs to be maintained and refreshed with new content to continually produce results. Standards are also routinely updated meaning they must just as routinely be followed and updated.
PPC or pay per click is a very popular solution. It allows you to set a budget for a digital ad you wish to promote and you pay a rate per person who clicks on your ad up until your set budget limit is hit. This is the tool you see being used when you search on Google and a listing appears at the top with "Ads" next to it via Google AdWords or the Ads you see while scrolling through your Facebook feed. PPC solutions are powerful and beneficial tools.
Some popular PPCs are:
TikTok (A Newer Favorite)
PRO: Being able to set a budget limit, quicker results, easy to maintain.
CON: When you stop paying, the leads stop.
This is the social side of your business. Think of the pleasantries and greetings you exchange with your customers as they walk into your store. Social media is where you do that digitally. This is the heart and personality of your business. While yes you can also advertise here too, social media lets you get personal with your customers and lets you show off the fun side of your company. It also helps build brand recognition and customer security. People prefer doing business with companies te like and feel familiar with.
There are many social media platforms to use. To name a few, there are:
PRO: Social Media is fun, engaging, and gives your business personality.
CON: This is more for brand recognition and unless you spend on paid ads, it is not as highly associated with lead generation.
Put It All Together
Individually, these digital marketing tools are great for any business on the road to success. SEO delivers great organic growth potential. PPC helps bring more immediate lead generation. Social takes on the personal touch and shows personality. Any one of these tools can be beneficial. Combining all three, they can be your superpower.