Four unique techniques that can be required in the process of digital marketing.
- Search Engine Optimization (SEO)
Search engine optimization, or SEO is establishing your web page so that it appears at the top of a user’s search. Being placed at the top of a list of results means that you have a much better potential for people to visit your web page and see what your company has to offer.
SEO takes into consideration factors such as the algorithms that the search engine uses in order to arrange its results, the behavior of search engines, what people search for keywords and terms, and the search engine used.
Other strategies required in SEO digital marketing include growing and editing a website’s content so that it is targeted to specific searches and adding in related coding that is more related to the keywords, phrases, and ideas that people may use when searching.
- Content Marketing
Content marketing is a form of marketing in which the organization tries to position itself as a help for likely clients by posting free content that people are able to access easily. For example, an assisted living facility may post content about things families can do to handle with the pressure of an ageing loved one, suggestions on how to have some of the difficult conversations, and what community resources are available to help with Alzheimer’s care.
Leads, or potential clients, may not yet be ready to look at assisted living skills. However, by giving useful, important information for them, the facility has already improved interest from people who may need their services soon. Many websites have blogs that are not accounts of the organization’s relationships but rather information that may be useful to likely clients.
To get started with content marketing, think about the larger business that your organization is a part of and what it is able to do to meet people’s needs. For example, if a business is an improving restaurant chain that promotes local, organic ingredients, the larger industry is the food and hospitality industry, and the need that is being met is the need for quality, wholesome food that benefits the local economy and ecology.
That business may want to post content about the benefits of organic food and how its business model benefits the local economy. Content marketing is not the same as posting links to other websites that may have the information that potential consumers want. The goal is to keep them on your website so that ultimately, they can learn more about the products and services that your company has to offer. Therefore, the content must be unique and original. If you want to seriously use content marketing, you may want to hire a professional writing service to provide original content.
- Content Automation
Content automation is a smart process whereby the content on websites is dynamic. It takes the content on your website, which is used to attract leads and turn them into clients, and contextualizes it to the particular audience viewing the page. There are many companies that specialize in content automation and will be able to show you how it can meet your company’s advertising needs.
- E-mail direct marketing
E-mail direct marketing, or EDM, is when a business uses email addresses supported by its clients to send out marketing information. This may include promotions and specials, rebranding, takeoffs of new products, and any other campaigns that the business is running. While EDM can be an effective means of turning leads into clients, many people consider it to be a form of spam mail, and email providers like Gmail automatically filter it into a separate folder.
Therefore, EDM should always be used in conjunction with other digital marketing strategies, and other communication forms besides email should also be used.