It can feel like there are new marketing methods and tools popping up every day. Although the output may differ over time, the fundamentals of marketing your brand remain the same – getting your business in front of the right people, at the right time.
What are the different digital marketing strategies?
It can be overwhelming when you start looking at all the possible digital strategy and marketing options available… maybe you’ve been trying some methods and you’re not seeing results, or maybe you’re just getting started.
Either way, here’s a guide exploring digital strategies for marketing your brand and how they could benefit you.
The 5 main digital strategies for marketing your brand include –
- Search Engine Optimisation (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC) Advertising
- Email Marketing
Now you know what they are, let’s delve into what they mean and how you can implement them in your business and start effectively marketing your brand.
Search Engine Optimisation (SEO)
The purpose of SEO is to drive organic traffic to your website.
Through well-written, interesting website content and blog posts, your company can get in front of people searching for topics relating to your industry.
Keyword research and optimising for SEO
Using keyword research, you can find out what those search queries are, so you can address them in a helpful way.
You can use free keyword research tools such as Answer the Public, Ahrefs, or using Google’s ‘people also asked’ feature to find this information out.
When you optimise your content for search, using headers, keywords, meta tags, and relevant images, Google will rank your content against competitors.
The more appropriate the content, the better your rankings.
Backlinks
Backlinks also play a key part in increasing rankings. That’s when other websites link to your website. It shows Google you can be trusted, as if you have other websites with a good domain authority linking to you, your content must be valuable.
Good ways to gain backlinks include creating guests posts for other people’s websites to show to their audience, providing free resources, or featuring on podcasts.
Any time your brand’s website is mentioned by another (if it’s not spam), it benefits your SEO efforts and helps to market your brand.
Local SEO
When you operate in your local area, optimising your website content to location-specific keywords is so valuable.
Use Google Business Profiles alongside your website to mention your services and location, e.g. accountant Sheffield.
Conduct this research in the same way as mentioned above.
Content Marketing
Content marketing is a great way to get your brand seen by new people in your target audience.
By creating engaging and informative content, you can be seen as a trusted expert within your field.
Use storytelling techniques to get your point across in a non-salesy way and always aim to be helpful.
Content marketing formats include blog posts, customer case studies, e-books, white papers, video content, podcasts, infographics, and any other resources you put out into the world with the intention of providing value.
Through a mixture of content addressing different awareness levels, you can be seen by people only just starting their research into your product/service, all the way through to people who are ready to buy.
Social Media Marketing
Social media is a great way of marketing your brand to gain brand awareness and build customer relationships.
With many social media platforms out there, it’s important to research where your customers are most likely to be.
Always link back to your marketing strategy and marketing plan before spending time and effort on social media.
Creating compelling social media posts
When you know your audience, you can tailor your message to their wants, needs, and desires. Capture people’s attention by writing clear, compelling captions they can relate to.
Using your brand identity, you should create striking visuals to help market your brand online, so people recognise you.
Through a mix of video content, branded graphics, and written content, marketing your brand on social media is a great way to reach new people.
Pay Per Click (PPC) Advertising
Marketing your brand through PPC advertising is great for short-term results.
It can cost you more money than social media and content marketing methods initially, but the return on investment is usually much quicker. Having a mix of paid and organic advertising methods is the best way to cover all bases.
The most popular PPC platforms include Google Ads, Bing Ads, Facebook/Instagram Ads, LinkedIn Ads, and YouTube ads.
With PPC, your ad is pushed to users within your target demographic, and you pay once they click on your ad.
To create a successful PPC campaign to market your brand, you need to be clear on your target audience. Then create strong visuals and advertising copy to entice and encourage users to visit your website. Your message and brand identity needs to be aligned across all marketing platforms to create consistency.
Email Marketing
When marketing your brand through all methods, you are likely to be found by people who are the right target audience but are not yet ready to buy.
That’s where email marketing can play a huge part in nurturing people until the timing is right.
Think about using content marketing and social media marketing to address these people at their current stage of purchase.
If they’re only just looking into the topic, can you provide valuable information in a free e-book? This is a great way to get people on your email list, and if they like what they see, they’ll stick around.
Gain great brand recognition and trust through email marketing that entertains, informs, or inspires your current audience.
It can also increase customer retention and loyalty, as you can personalise email campaigns and segment your audience.
Improve visibility when marketing your brand
When marketing your brand, the digital strategies you choose will depend on your goals, products/services, and most importantly, your audience. Each have their own benefits and using a mixture can bring the most success to your marketing efforts. Get in touch with Make a Brew if you need help marketing your brand to improve visibility and get more sales.
