Digital Marketing Campaigns Are Rooted In Usability And Engagement

Across the digital marketing landscape, websites are now more than a hub to share information, promote products, and build an ezine list. When it comes to digital marketing, the starting point is always the business website.

The top websites provide a fulfilling customer experience, achieving this goal by increasing usability, making their websites easier to navigate, and making it easier for visitors to find information or products or contact information. Good website design focuses on usability.

After building a user-friendly website, the next order of business is to drive a steady stream of traffic to the site. While a quick way to drive traffic to a website is to use paid traffic methods like Google’s pay-per-click PPC advertising or Facebook’s advertising, it’s also important to include more long-range strategies by developing search engine optimization (SEO).

Users will value a website far more if they discover it for themselves via organic search rather than if they are pushed through advertising. One way to ensure SEO efforts are paying off is to use SEO reporting software. A business can’t improve any process unless it measures how well it’s doing.

Digital marketing
Photo by Christin Hume on Unsplash

Researching the customer base

Many things need to be considered for digital marketing initiatives to be successful because marketing is not about trying out random elements until something works. When creating an effective digital marketing campaign, the first thing a business must consider are the recipients of the marketing messages. What are the wants, needs, and desires of their target market?

Without a comprehensive avatar, all efforts will be a complete waste of time. There is no point in doing anything significant before establishing a clear picture of the ideal customer. A business must make it a priority to engage with consumers because they won’t convert prospects into customers until they make consumers needs and desires a central aspect of their marketing message.

All effective marketing is based on an understanding of what a target audience hopes to gain from buying a product or hiring a service. Once that core piece of information is understood, the businesses can put together a meaningful message and decide on the best medium to share ideas.

Establishing authority

Visitors trust a website that has taken the time to educate them on the things that they want to know more about. By proving subject matter expertise, a business indirectly establishes the value of their products or services.

The key to establishing authority is content marketing. Almost all prominent organizations deploy content marketing to build their brand because it’s simply the best way to build relationships with an audience. By sharing quality information with followers, a business can create a relationship with potential customers.

When launching a content marketing strategy, the most effective businesses rely on a blueprint called a “documented content marketing strategy.” If a business does not have a documented marketing strategy to drive business goals, its content marketing will go off the rails. That’s because developing regular content can be so demanding that without a plan to work from a company will either create too little content, too much redundant content (repeating the same idea in different forms), or too much random content (failing to develop a coherent brand image).

Connecting with influencers

If a business is new to a marketplace, it’s almost impossible to develop instant rapport with an audience. People need to know and like a company before they decide to buy from it. One way to shortcut this process is to connect with influencers in a marketplace.

A new business must try to reach out to popular bloggers, thought leaders, and recognized authorities in a niche. Some ways to build relationships are through social media conversations or going to seminars that influencers attend. Obviously, the more value the new business provides during these interactions, the more likely they are to get endorsed by influencers and build their brand.

In the final analysis, digital marketing is all about winning people over. It is not enough to simply advertise heavily. A business will get much better results by building a great website, using SEO techniques, researching the customer base, establishing niche authority, and getting endorsed by people who have already had a positive impact on the marketplace.

Anne Lawson is a British writer who keeps her eye on business and trending issues that affect us all. She loves to delve into the real story and give us interesting tidbits we might otherwise miss.