It’s almost impossible to think of running a business, even a small one, without a massive online presence. But how can you achieve this without paying a ton of money or spending every moment implementing a digital strategy? You can develop your online presence with the help of an agency specializing in digital marketing. I know it sounds expensive, but you can actually save money in the long run as you can see in the graph below. Hiring an agency also means that you can focus all of your attention on growing and operating your business and leave your marketing to the experts.
Image courtesy of Alfredo Media
Why hiring a digital marketing agency makes sense
These days, marketing agency services are in high demand. A growing number of businesses recognize that they need experts with the right digital skills to drive their online presence and help them succeed. Much of the increase in demand comes from the fact that there is an abundance of different strategies, techniques, and technologies required for your online presence to be fully effective. You need professionals with the right experience and the right skills to determine the best marketing tactics for your specific business. They also need to know how to effectively deploy these strategies and tactics to achieve the goals set for your campaigns and help your business succeed.
Key elements to manage your online presence
Perhaps the following list of things needed to boost your online presence can more effectively demonstrate why hiring an agency is the right decision. To manage your online presence, you need:
- A website, and don’t be fooled into thinking that you can create one yourself from Squarespace or Wix. These websites do not offer good SEO (search engine optimization) make you invisible to anyone, unless they have your business name. These plug-and-play websites are also not as easy to develop as advertised and most owners find that they still need to hire a professional to create an engaging website even with these tools. Most consumers won’t trust a company who doesn’t have a good website.
- Social media
- Content Marketing – Consistently producing high-value content on your website and social media is essential for marketing success in today’s digital world.
- Email marketing or other tools, like remarketing, to reach visitors once they leave your website.
- Analytics and the ability to analyze your key metrics
- and more
If you want or still need to develop these necessary elements for manage your online presence yourself or use an employee for this purpose, I wrote a complete guide to help you with whatever you need. If you choose to use an agency, here is a price list from 2019.
Image courtesy of Creed
Integration into your marketing efforts
In addition, you must integrate all your marketing strategies with each other to ensure the best possible results. Without a consistent branding effort, your campaigns seem disjointed and don’t convey the desired branding image. For example, consider the mishmash of auto ads you commonly see. The brand’s message is smooth, professional and conveys a specific image, while the local dealer message is unprofessional, poorly executed and confuses the potential buyer about the brand. The last thing you want to do is invest a substantial amount of money in marketing departments to find them ineffective or for the company to use black hat techniques that are inevitably detected, which seriously undermines the business. image of your company.
For this reason, you need to do a little research and explore some of the most effective online marketing strategies and tactics, how to implement these tactics in a modern way (for example, sliders that were once common on websites, now look old-fashioned and you should avoid using them), how to communicate with your target market, and what digital options might work best to motivate your market. Armed with this information, you can now establish a clear message and implement it in all your digital efforts, such as your website and social media.
You need social media
Today, social media marketing is essential for all businesses. However, don’t plan to establish yourself on as many platforms as possible unless you are running a business with vast resources as it takes time and effort to drive your online presence on each platform. The marketing agency you use can help you determine your target consumer and build a character. Then you need to go for social media platforms that claim a similar market. Check out the image below for information on the age range attracted to each of the major platforms, as of 2014. Obviously we now have some new platforms, such as TikTok, but that gives you a starting point.
Image courtesy of IWD
For example, Pinterest is an image publishing platform and its users are predominantly women. If that fits your business and its brand, you can use Pinterest as one of your social media platforms. Facebook is probably the only social media site recommended for all businesses. Twitter is great for personal and entrepreneurial branding, while Instagram reaches out to a certain group of younger, fashion-conscious consumers. TikTok has one of the youngest demographics of any social platform.
Content marketing is another strategy that is dominating the digital world today. Content marketing is about designing innovative, engaging, informative, and enjoyable content that your target market sees as valuable in a consistent way. Not only is content marketing imperative for good SEO, it also establishes you as an expert in your field. Content marketing, done right, engages your market and drives them to make a purchase.
Content marketing is an indirect form of marketing that takes a lot of time and skill to function well. You build your brand identity, but you also give the consumer knowledge in the hope that they will then use that knowledge to buy from your business.
Gone are the days when online content simply meant stuffing in as many keywords as possible. Google is savvy of these tactics and your site ranks lower if you use this form of black hat SEO. Instead, you need valuable content that attracts backlinks, gets shared on social platforms, and achieves your goal of driving visitors down the funnel to buy. Below, you can see how your content should match up with where visitors are along their journey.
Other ways to boost your online presence
Without a doubt, email marketing is one of the most effective methods of increasing traffic and conversions. Online marketing is also getting a lot more personal these days, so don’t send generic emails, but use segmented lists to send appropriate emails to different segments. From the in-store shopping experience to sending emails to your consumers, a personalized touch can make a huge difference.
Analytics is another key part of boosting your online presence as it provides insights to optimize performance. Marketers use data for everything from fine-tuning your content marketing, and optimizing your email marketing campaigns, to recommending products to visitors based on past purchases. The use of data is extremely efficient and becomes more and more sophisticated (and critical) every year.
The strategies mentioned only scratch the surface of what’s available to you, which is why you need a marketing agency that can provide you with a tailored strategy. This is the only way to get maximum results.