Saturday, April 20, 2013
+Steve Estrellado | @steveestro | Download PDF
Digital marketing is the most cost effective way to market your business. But, most people do not know where to start. The internet is a complex machine with simultaneously moving parts. Do not be short-sighted and think that your website is, “just a static Yellow Pages advertisement (far from it).” You need to connect the digital dots.
This blog will share a top-level overview of 11 key components to implement a fully integrated digital marketing strategy.
1. SEO Analysis
Your keywords are the cornerstone to your digital marketing strategy. You need to clearly identify the 5 W’s (who, what, when, where and why) of your business. On the internet, you will need to specifically explain your service or product offering in 1 key phrase.
Tip: Your URL, website title and metadata are vital to your success online. For more information, read:
10 Point SEO Checklist
2. Competitor Analysis & SWOT Analysis
a. Once you develop your key phrase, you will need to assess the market online. Google your key phrase. Who are your top 3 competitors? Analyze their sites and their digital footprint.
b. Second, dust off those business textbooks and complete a SWOT (strengths, weaknesses, opportunities, threats) analysis for your business. This is your business; you need to know what you do. Be clear, concise and to the point. No one has time to decipher your message. Most importantly, determine your unique selling proposition.
3. Website Design
This is your website; treat it like your home. You need to be happy with how it looks, but you should also be able to easily touch it up. My best suggestion would be to create a website on http://www.blogger.com or http://www.tumblr.com. The interface on Blogger and Tumblr are much easier to work with than http://wordpress.org/.
Tip: Remember to configure your domain to point to that IP Address.
3b. Online Store
i. An online store is not for beginners. I would not recommend building a store from scratch. You should build a store and pay rent to an ecommerce platform, i.e. http://www.volusion.com/.
ii. Amazon: I would also recommend selling your products on Amazon http://services.amazon.com/.
4. Website Landing Page
In order to attract new customers, you will need to create a landing page. Your landing page should be able to explain your unique selling proposition in 2 seconds. Most importantly, you will need a call to action (a form or buy now function).
5. Create Relevant Content
The content you create must resonate with your core audience and target market. For more information, read:
Content as a Marketing Strategy
Tip: Your blog, podcast and YouTube channel are the epicenter of your content. It should entertain, educate and engage your followers.
6. Social Media
Once you create your own original content, do not hesitate to share it on your social networks. Each network is a unique ecosystem. I do not recommend using a CMS (content management system). Post on each network separately, i.e. Facebook, Twitter, G+, Instagram, etc.
7. Local Search
No matter what size your business is, search is now local. To own search, you need to own your local market. Start by claiming your Google Places page: http://www.google.com/business/placesforbusiness/
8. Online Reviews
The most important aspect you need to consider are your online reviews, i.e. Yelp, Yellow Pages, Angie’s List, etc. These review sites usually rank high on your Google search. If you do not monitor these sites, your customers will see poor ratings (lost opportunity) for your business.
9. Pay Per Click
a. Facebook: Facebook ads are a great way to build your brand online.
Tip: Facebook is a great way to expose your potential customers to your brand’s personality.
b. Google AdWords: Google AdWords are perfect for generating new leads to your website. Your AdWords strategy directly affects your landing page (quality score). Read more:
c. Remarketing: Remarketing by Google, “lets you show ads to users who've previously visited your website as they browse the web.” Read more: http://www.google.com/ads/innovations/remarketing.html
10. Email Marketing
Don’t forget about email. Email (as long as they opt-in) is your direct connection to your customer. Keep your email clear and concise. I recommend using: http://mailchimp.com/
Tip: Never send an email blast from your own email account as a cc or bcc. Your email account will be blacklisted and every email you send thereafter will be marked as SPAM.
You can’t manage what you can’t measure. Embed Google Analytics into your website. The data here is more than suffice for any company.
Tip: You will need to integrate Google Webmaster and AdWords into your Analytics.
In conclusion, digital marketing has multiple components that must work in synergy. Most people will neither have the time nor the experience to implement such a complicated digital marketing framework. At the very least, you can be prepared to hold a conversation with your potential digital marketing agency.
If you are looking to hire a digital marketing agency or consultant in your area, please read:
How to Hire a Social Media Manager
All original content copyright Steve Estrellado, 2013.