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Learn about the different digital marketing strategies used by businesses today along with the pros and cons.

The Different Types  of Digital Marketing

Here are some of the types of digital marketing you may incorporate:

• Search engine optimization (SEO) is shrouded in mystery – only because Google and other search engines change their algorithms to deter cheap tricks. The goal of SEO is to increase your ranking on search engine results pages (SERPs) to ensure that your business is found by your target audience.
  • On-page SEO optimizes web pages to boost search visibility using elements such as content, keyword usage, structure, metadata, and UX.
  • Off-page SEO deals with increasing your authority using elements like backlinks and social shares and accounts for 75% of SEO.
• Search engine marketing (SEM) is a type of internet marketing that uses paid advertising above search results to attract visitors to your website. SEM leverages keywords that are searched often on search engines to improve the ranking of your website on SERPs. Consequently, a lot of planning and keyword research is needed to yield long-lasting results. Google AdWords can reach 90% of global internet users.
• Pay-per-click (PPC) is similar to SEM in that it is a form of paid advertising where you are charged only when a user clicks on your ad. This digital marketing strategy is not limited to search engines, but can also be found on Facebook Ads, Instagram Ads, and even banner ads. Because the cost per click (CPC) is determined by how popular the keyword is, finding keywords that are in-demand yet reasonably priced is key. 
• Content marketing is the cornerstone of all marketing efforts. Whether used on your website, in blogs and newsletters, or for video marketing or podcasts, high-quality content adds value. Although used in digital advertising, content is more than just hard selling. What you share must inform, amuse, inspire, or convince your prospects and buyers through its relevance. Because content marketing is a specialized and ongoing activity, using the services of a professional content marketing team is worth spending money on.
• Social media marketing (SMM) targets your audience on social media platforms. There is a network for every kind of business, e.g., Facebook, LinkedIn, Instagram. The beauty of SMM is that it makes two-way communication easy through comments, likes, and so on. For actionable insights, each platform has some form of analytics; and for maximum efficiency, marketing automation can schedule posts for when your audience is browsing social media.
• Email marketing, when used appropriately, helps you build your mailing list, onboard new buyers, and retain existing customers. By including social buttons, referral rewards, and compelling content, email marketing can be a highly integrated marketing tactic that shortens the sales cycle.
• Mobile marketing reaches your audience via their smartphones or tablets. Considering that we spend “a third of our waking time (4.8 hours/day) on mobiles”, getting your message in front of consumers means sending it to their cellular phones. Geofencing lets you target mobile ads to clearly defined audience segments for relevant engagement.

Why Should I Have a Digital Marketing Strategy?

Online marketing success requires a roadmap that starts with a thorough analysis of your competitors, market segmentation, and persona development. Only then can you create a digital marketing plan that aligns with your marketing goals, resources, and budget. To implement your plan, schedule online activities, launch, and then measure and manage the results.

Pros of Having a Digital Marketing Strategy

• Reach a wider audience and tap into new markets.
• Personalize content to grab users’ attention.
• Build relationships with engaging marketing tactics.
• Cost effective when ROI is measured.

Cons of Having a Digital Marketing Strategy

• Trolls can cause unnecessary stress.
• The changing algorithms and regulations enforced by search engines means you must stay up to date.

To explore the best digital marketing strategies for your business, get in touch with WSI New Media Marketing online or call 336.763.4006.

When you’re looking to work with an online marketing consultant, you want to make sure that you’re careful with the agency or contractor you choose, or you could end up starting your search over again after things don’t work out a few months in. Find your online marketing consultant on the first try with these tips.

1. Start your search with a goal in mind.

What are you trying to get out of your online marketing? Better brand recognition? More customers? Streamlining your sales funnel? Understand what you want to gain from your consultant and tell them exactly what you’re looking for.

2. Ask for specifics.

Many companies send out sales reps who aren’t as well-versed in the actual work that gets done as their marketers are. However, you still want to be speaking to someone who understands the industry they’re selling and how it can specifically benefit you and your business. So after telling the consultant your goals, ask for a few specifics on how they’ll actually get you there.

3. Look at their online presence.

A lot of companies will use the excuse that they’re too busy working on their clients’ online presences to put much effort into their own. Yes, you want to feel assured that they’re putting their best work towards your account, but you also want to see that the company is getting results from their own online marketing. 

4. Search for a consultant who specializes in your industry.

Some marketing firms or contractors specialize in a particular industry, such as local restaurants, real estate agents, or B2B. Look around to see if you can find a consultant who deals specifically with your industry. Chances are, they’re going to be able to help you in particular over an agency or contractor who works with a zoo of companies.

5. Ask for case studies.

Can the company provide proven results and instances where they have helped to grow a company through their online marketing endeavors? Ask for the consultant’s case studies on brands similar to your own to ensure they have the track record to back up their claims.

6. Decide if you want full-service or collaborative consulting.

Some consultants and agencies offer full-service account management, others offer consulting only, and some offer a combination of both. Determine if you want your marketing consultant to manage your online marketing for you or if you’d prefer to be hands on. Full-service management can be ideal if you don’t have the time to manage your online marketing, and a collaborative consulting package works better if you don’t have the know-how to run your online marketing but would still like to be in charge of how things are managed. 

7. Understand what tools, analytics, and reporting will be used.

Make sure that you’re getting enough bang for your buck and will be able to ask your marketing consultant for full reports and analytics on how your online marketing has been performing.  A professional agency or contractor should also be well-versed in more in-depth reporting and should be able to give you return on your investment details along with your performance results.

Hiring a marketing consultant isn’t a job to take lightly. Make sure that you put in the time and research to find a company or contractor that is going to work for you and get you the results you’re looking for.

Pacific Patio is a luxury outdoor furniture store with two showrooms packed with luxury outdoor furniture tailored to your lifestyle. The original store opened in Agoura Hills in 2012 and serves the greater Conejo Valley area, including Westlake Village and Thousand Oaks, along with coastal communities stretching from Malibu to Santa Barbara. Pacific Patio opened a new store in Santa Monica — serving the entire Los Angeles region — with easy access from Beverly Hills, Pacific Palisades, all the way down to Huntington Beach.

Patio Furniture – Los Angeles urban style: found in the Santa Monica store

Patio Furniture – Suburban style: found in the Agoura Hills store

Along with traditional patio furniture such as bar stools and Adirondack chairs, Pacific Patio also stocks specialty items including conversation fire tables. 

In January, 2016, WSI was retained to increase business for both the Agoura Hills and Los Angeles-Santa Monica stores. The initial digital marketing campaign consisted of paid-search advertising and social media marketing. After the relaunch of a new website based on the Big Commerce platform, WSI is instituting a search-engine optimization (SEO) campaign.

WSI’s keyword research identified two primary keywords — patio furniture and outdoor furniture — that together account for tens of thousands of searches per month. In addition, dozens of specific terms such as “glass outdoor table” and “wicker outdoor chairs” generate tens of thousands of additional searches. The initial on-page optimization process included adding pages for the Conejo Valley towns and specifically for Los Angeles, as well as creating high-quality content with links to PacPatio.com.

In the months ahead, WSI plans to enhance Pacific Patio’s SEO campaign, analyze the effectiveness of the paid-search advertising, and continue to complement both efforts with social posts on the company Facebook and Google Plus pages, along with new accounts with Houzz and Instagram.

Through the summer months — the busiest time for sales in this seasonal business — WSI is also aggressively running Facebook display campaigns, with banner ads targeted to upscale audiences defines by urban characteristics for the Los Angeles store demographic, and suburban characteristics for the Agoura Hills store.

This blog originally appeared in the WSI ePro Marketing blog http://www.wsiepro.com/wsi-increases-digital-marketing-services-pacific-patio/

Content marketing is a key component to your overall digital marketing strategy. According to one study, 67% of B2B companies say that content marketing is a top priority. Two-thirds report that content is fuel across all channels, including events, social, demand generation and more. Additionally, 44% of B2B marketers have a documented content strategy. It’s safe to say that content marketing is here to stay, at least in the short term.

As we move into 2016, it’s important that your content marketing strategy is built for the challenge. It needs to be well-thought-out, detailed and informative. It should be flexible so that it can make room for trending topics, but the main goals should be outlined in advance. For instance, what do you hope to get from your content? Increased brand awareness? Higher conversion rates? More sales?

Let’s discuss some of the ways that you can adjust your content marketing in the coming year for the better.

Think Beyond Blogging

Your company blog is probably your main source of content, and rightfully so. You can contribute relevant material several times a week or month, which is good for visibility, authority and SEO. But it’s important to think beyond traditional blog posts because they shouldn’t make up all of your content marketing efforts. Infographics, ebooks, videos, vlogs, webinars and podcasts are other forms of content that are equally engaging. In fact, experts say that we will be seeing more interactive content in 2016.

Quality Trumps Quantity

Quality content should be your focus. There’s no reason to publish content with low value. To stand out from the competition, produce longer, more well-researched articles and blog posts. They should be optimized for SEO and include original, engaging copy. It also helps to have credible resources and updated facts and figures to support your content.

Repurpose Your Content

Don’t think that you need to start every piece of content from scratch. Make use of your content by repurposing it, something that will come in handy as you may need to stretch your budget in 2016. For example, use existing content to create a SlideShare presentation that includes pertinent facts. Or, hire a designer to create a colorful infographic with bullet points. You can also generate a report or whitepaper that can be downloaded in exchange for an email address.

Stay on Top of SEO

SEO techniques are always changing, but that’s not an excuse to fall behind in the latest trends. Your website should be mobile friendly and include links and anchor text, fast load times and good keyword usage. Always write content naturally. It should speak to your audience rather than the search engines and include keywords that people commonly search for. Social signals are also important.

It’s almost impossible to know what trends will dominate content marketing in 2016. But, it never hurts to try. Consider what worked well for you last year and what didn’t, and make the proper adjustments. Armed with new changes and an awareness of the latest trends, your content marketing strategy is bound for success.   If you would like help developing your content marketing strategy or your content, give WSI New Media Marketing a call today!

This latest in a series of WSI New Media Marketing videos will help you develop a customer focused digital marketing strategy for the year ahead. For additional help, get in touch with New Media Marketing in Greensboro today.