With the incredible advancement of technology in every aspect of our lives, digital marketing has become an absolute must for the success of any business. The internet is increasingly becoming the first place where people look for anything that they need, whether a tool for their business, a service for their home, or an idea for a hobby. This means that trying to capture and retain the attention of online users is developing into an impossibly competitive business. That’s why every company – no matter how big or small – needs an impeccable digital marketing strategy to be able to generate leads and convert them into customers.
In this guide we’ve put together the components which every digital marketer needs to include in his/her strategy in 2020 to get ahead of the competition.
1. Content Marketing
Despite the plethora of digital marketing types, content marketing is the unquestionable leader in this field. Have you heard the expression “Content is king!” Even if this sounds like a cliché, it is 100% true.
Content marketing is the most cost-efficient way to market your business online. To bring the cost to the absolute minimum, you can start creating your own content. If you have a budget, you can hire a couple of part-time content writers to do that for you.
To optimize the effectiveness of content marketing as part of your digital marketing strategy in 2020, you should make sure to write unique, high-quality content of value to your target users. With the amount of blog posts, articles, and other types of content which gets published on the internet on a daily basis, you have to offer real value to stand out from the crowd and get noticed by users. Make sure to answer the most pressing questions of your target customers in a clear, straightforward way to up your content strategy.
One of the most important aspects of content marketing is that it constitutes the basis of most other digital marketing strategies:
- SEO: What content you create and how you write it defines how your website will perform in terms of search engine optimization (SEO).
- Video marketing: Marketing videos are based on content which provides real value to users and customers.
- Backlinking: You need comprehensive, unique, high-quality content to get other websites and marketers to link to it.
- Email marketing: Including informative, user-friendly posts in your email campaigns is crucial for showing users the value of your product and for converting them into customers.
- PPC advertising: You need landing pages with convincing content to convert those who click on your pay-per-click ads.
- Social media marketing: The best posts to publish on your social media accounts comprise of the content which you create for your website.
So, building the base of a successful digital marketing strategy in 2020 starts with putting together a strong content strategy and creating one-of-a-kind content for your website.
Another key component of any digital marketing strategy, closely related to content, is SEO. This refers to how optimized your website as a whole and all its elements are for ranking high on search engines.
There are two main components which go into an SEO strategy. The first one is the technical side. You have to make sure that your website is built in a way that’s optimal for online searches and that is provides a direct, user-friendly experience. Navigation through your website should be easy and logical, and all pages should be linked and interconnected in a rational and sufficient manner. Both content and visual materials such as images and videos should be posted in line with SEO best practices. Speed is another crucial factor for search engine optimization.
The second component of SEO is the content that you create and publish. All your content should be based on the most important keywords for your target audience and target location. These depend on your niche and should be reviewed frequently as the online searches of users change drastically from time to time, especially in light of major events. Moreover, all content on your website should be unique to avoid duplication. Meanwhile, as a new digital marketer, it is important to post new content on a regular basis, preferably at least once a day. Last but not least, all your content should aim to meet the needs of your users and to answer all their questions about your business in general and your product in specific.
3. Video Marketing
Digital marketing influencers agree that video will be the most powerful form of online marketing in 2020 and beyond. That’s the reason why you should incorporate video content into your digital marketing strategy to capture the attention of a slightly different audience. Posting videos on YouTube, TikTok, Vimeo, and other video sharing platforms will help you drive traffic to your website from users whom you might not be able to attract through content and SEO.
In a sense, video marketing is very similar to content marketing. Once again, you have to research, find, and use the right keywords for your niche. Well-written video scripts should have a solid structure, answer a pressing question, educate users, and be worth the time your audiences will spend watching the videos.
Like written content, videos have to be visually appealing and attractive and use the right tone. However, in the case of video marketing, presentation is even more important than with blog posts, landing pages, and other types of text content.
In 2020 no digital marketing strategy can achieve its desired results without building a solid backlinking strategies. Backlinks, also referred to as inbound links, are all the links on external company websites, business directories, online review websites, and social media networks which lead to your website.
Generating high-quality backlinks to your website brings a number of important benefits. First of all, it increases your company’s exposure and outreach to a much larger audience than you can reach from just your website. Second, backlinking from websites with a high domain authority (DA) and pages with a high page authority (PA) helps enhance your SEO. Having inbound links from trustworthy websites tells search engines that your website is also an authoritative source in your industry and niche.
The key to a strong backlinking strategy is creating exceptional content that no one else has as well as building relationships with others in your industry and other relevant industries. While posting matchless content will help motivate others to link to your resources, you should not undermine the importance of actively searching for backlinking opportunities and asking others to link to your posts.
5. Email Marketing
Everyone who says that email marketing is dead is wrong. To the contrary, well-designed email campaigns remain an indispensable part of any digital marketing strategy.
Emails are particularly important for building a relationship with your users, converting them into customers, and maintaining good customer relations. There is a whole range of email campaigns which you should build and automate including but not limited to:
- Onboarding emails with tutorial videos
- Blog posts including videos and infographics
- Product updates
- Holiday promotions
You should take excessively good care of your email campaigns. The recipients of these emails have opted in to receive news and updates from your company, which means that they are very much interested in your product or service.
6. PPC Advertising
Of all types of online ads, pay-per-click advertising, or PPC advertising, is the only kind which is really cost-efficient and which deserves a spot in your digital marketing strategy. This is an online advertising model in which you, the advertiser, pay the ad publisher only when users click on a link to your website. This means that you only pay for real results.
PPC ads are a great way to drive highly qualified traffic to your website which requires significantly less effort on your behalf than other digital marketing strategies such as content, SEO, video marketing, and other types of online marketing.
With pay-per-click ads, you have to make sure to keep the cost-per-click (CPC) within a reasonable limit. You should only pay as much as a potential lead generated with this strategy is worth to you.
To fully optimize your PPC advertising, you need to build landing pages particularly for this purpose with a very high conversion rate.
7. Social Media Marketing
Last but not least, no digital marketing strategy is complete without social media marketing. Social media sites are gaining more and more popularity and an increasing number of active users all the time. Facebook, for example, with 2 billion active users on a monthly basis, can give you the exposure that your business can never attract through just your website.
In order to optimize your social media strategy, you should choose a few social media platforms which are best for your industry and your product and where you are most likely to find qualified leads. It is impossible to succeed at all social media networks at the same time, so you should choose a few that make the most sense for you and focus on them.
Managing multiple social media accounts on different networks can be challenging, to say the least. That’s why you should get access to the best social media management tools to keep your work organized and to boost your social media marketing strategy.
One must-have tool is the social media scheduler, which allows you to schedule posts on several accounts and different platforms at the same time, ahead of time. Another tool is the social media schedule, or social media calendar, which helps you visualize your social media strategy and assure that it fits best practices. Yet another social media manager tool is an analytics calculator that allows you to track the performance of your social media campaigns and decide where to put more efforts. The last must-have tool is a tool which automates your activity on other users’ social media accounts to maximize and enhance your social media engagement.
Studiorific is a social media management platform where you can streamline your social media processes from a single, one-stop website. Schedule social media posts quickly and easily on Facebook, Instagram, Twitter, LinkedIn, YouTube, Reddit, and Tumblr and access a social media calendar. Track Instagram analytics and automate your Instagram activity from the same platform.
In 2020 business success requires a solid, targeted digital marketing strategy to get ahead of the competition and stay there. Traditional marketing is no longer capable of generating all the leads you need to move forward and grow as a business. When building your online marketing strategy, be sure to include these components for maximum exposure and optimal results: content, SEO, video, backlinks, PPC ads, and social media.
When it comes to the latter, sign up for Studiorific today to put your social media strategy into action and optimize your performance across different platforms.