This is a guest post by Sarah Williams.
The internet is a wide and wonderful place to get connected with an audience regardless of your expertise, with many brands and businesses making pushing their digital marketing strategies with more capital than their physical media.
However, maintaining an online presence has its major benefits and detractors, both of which come from the fact that, by its nature, the internet is an open area of exploration.
This means that, when compared to other media outlets such as newspapers, magazines and television, the line between engaging and obstructive is significantly more tenuous. This means that to thrive in the world of digital, you have to get creative, which is why we thought it would be helpful to compile a few tips for breaking through online obscurity.
To make prospective clients come to your business, you need to understand what it is a customer might want from your services.
Unfortunately, this can be easier said than done, as the quick turnover of trends can often lead to unreliable/outdated information that has the potential to tarnish a brand’s image.
One option for those attempting to keep up with changes in customer behaviour is enlisting the help of a web scraper.
For those that have a history with eCommerce businesses, this is likely to be a familiar term, but for those that haven’t come across it before, web scraping is the software-based process of downloading every available piece of data from a website or webpage (incl. images, text, code, certain analytics etc.) and translating it into an easily digestible format.
On first glance, the benefits that this has for building your presence may not be obvious, but the ability to acquire analytics from any website is a definite boon to your marketing strategy. This allows you to gather information from your competitors, including purchasing and pricing trends for their services, and ensure that you are consistently on the cutting edge of new developments in the industry.
Social Media Salvation
One mistake that is common among businesses who are unclear on the merits of incorporating social media into their strategies is inactivity. With the sea of information that is being thrown at each individual on a daily basis, a company that isn’t updating their social accounts on a regular basis will quickly fall out of favour, as new things quickly swoop in to take the interest of their potential customers.
A lack of social media engagement can also be due to inconsistency of your brand’s voice, which can make it difficult for customers to connect with your company over another similar provider.
Ensuring that all of your promotional images and writing share a similar tone is integral to building up your brand as something that is distinctive and easily recognised.
While images may draw in an audience, excellent content is what will inevitably be the thing that makes them stay.
A robust, engaging portfolio of both digital and physical content is the best way to add both credibility and recognition to your company.
Content marketing is simply the process of using media of varying kinds (though usually writing) to promote and propagate your brand.
With that said, the responsibility to create a consistent stream of writing doesn’t have to fall to you, as there are many agencies that offer link building packages that incorporate both quality content and SEO advantages at the same time.
SEO, or Search Engine Optimisation, is the process of making your website easier to categorise by search engines, allowing you to climb the rankings and potentially end up as the number 1 result for certain search terms.
Notice in the last point, I added a link from the term “link building” to a certain digital marketing agency? By linking from a high-traffic, relevant term to your site, your business’ relevance to that keyword in search engines goes up.
This is an extremely simplified version of link building, but the theory is there, and it is an incredibly effective approach to getting your company in front of a relevant audience.
While this may not be a comprehensive list by any means, it has hopefully given you an insight into the possibilities available to you.
The world of online marketing can often be a difficult one to navigate by even the most experienced businesses, but there will always be ways to get a leg up on the competition.