The interconnectedness of your digital presence is undeniable. Your website, social media, digital ads and other platforms are all circling within your digital sphere to drive clients to your business. Each digital footprint that your business creates ultimately weaves a web which connects and links back to your company. Each act of marketing created by your company should be thoroughly connected with your brand and geared towards your audience.
Who you market to is called your audience. Every industry and company has an ideal audience geared towards purchasing their product or service. When considering your marketing efforts, you must key in your audience in order to effectively market to them. When you better understand your audience, you are better able to market to them. Tailoring your marketing messages to your audience helps it appear as if you are speaking directly to them.
Ultimately all of your marketing efforts will most likely be driving your consumer towards your website. Your website should be easy to read, easy to navigate and help define the Who, What, Where, and Why of your business. On your website, you will have direct call-to-action items such as booking a service or purchasing your products. A dialed in website ensures that your consumer can clearly define what you do and how you are able to assist them with a need of their own, whether that be by the purchase of your products or a service that better assists them. A poorly designed website is an easy way to lose a potential client to a competitor who has a more compelling and easy to navigate site.
Once you have your ideal audience keyed in, your next focus should be understanding organic and paid traffic. Organic traffic is when a client finds your business by their own means and you did not pay directly to advertise to them. They may have stumbled upon your social media or found your company in their Google searches. Paid traffic is pretty self explanatory and that will account for any SEO and digital ads. In essence, with paid traffic you are taking active steps in order to direct consumers to your business.
Another sub sector of marketing that deems notable attention is earned media. Earned media correlates to referrals, mentions, social media shares, or your physical presence such as speaking engagements. Earned media is a marketing strategy that is directly resulted from your paid and organic media.
Your digital marketing strategy should be a comprehensive approach that incorporates paid, organic, and earned media tactics in order to effectively increase brand awareness on your company and drive traffic towards your business. The ultimate goal of any marketing campaign and strategy is to help drive qualified leads using creative techniques in order to support your sales funnel of driving business.
https://evenbound.com/blog/direct-traffic-vs-organic-traffic
https://blog.hubspot.com/marketing/what-is-earned-media-faqs
