A company’s digital presence is crucial for marketing purposes in today’s business landscape. Savvy marketers recognize the absolute necessity for monitoring the company website and any postings or digital customer feedback. Constant changes in search engine optimization (SEO) algorithms, technology, the competition and the marketplace demand quick responses and drain business resources. For these reasons, it is understandable that many smaller, budget-restricted businesses operating with a small staff could inadvertently neglect specific digital marketing strategies that should be utilized whenever possible.
Below are five recommended components of a comprehensive digital marketing strategy that are often ignored or forgotten in spite of the value they bring to the table.
1. Create a Local SEO Marketing Strategy
According to Moz’s 2017 Local Search Factors Survey, the proximity of a business’ location represents the most significant ranking signal when a search is conducted. Companies who do not take local SEO seriously are losing out to competitors who recognize the significance of local SEO. According to Inc., 93 percent of consumers will only travel 20 minutes to purchase necessary things they need at nearby grocery stores and businesses.
Frequently, when a customer searches for a business service or product, this is the first time they will see your website. Inc. reports that a full one-third of searches are connected to locations with the top listings ranked highest as determined by how close they are to the customer searching for them.
2. Use Google Reviews to Create a Positive Image
Review sites have transformed the online world forever with consumers placing a great deal of trust in what they have to say about businesses. While TripAdvisor and Yelp are two popular sites, no review site is more important for your business than Google reviews’ 5-star rating system. As the number one search engine used to search for businesses by consumers, Google’s star rating pops up every time your business listing or Google Map comes up. According to Podium, a vast majority of people (84% to be exact) trust online reviews as much as recommendations from family and friends as long as they meet specific criteria like authenticity, being in the right industry, or having multiple reviews on the same site, so you’re going to want to start seeing how to integrate reviews into your strategy.
It is encouraged for businesses who want to leverage the power of Google search to create a Google My Business page. This is the page that will show up when a customer searches for your type of business. Business owners simply register their business information to set this up.
Once your page is established, you’ll need to get enough reviews to dominate your space. One way to encourage reviews is to place links on your website to your Google My Business listing. Another tactic is to send out emails and thank you messages asking your customers for an honest review, which when asked, will do so.
3. Maintain a Blog
A blog provides an excellent way to stay in touch with your customers by delivering relevant content. Google likes blogs that post regularly and views these sites as active, ranking them higher than stagnant sites. Only around two percent of companies who used SEO said they had an onsite blog. That means any company who has an active blog has an enormous competitive edge over other companies.
4. Update Website Regularly
Updating your website on a regular basis is critical for ranking high on Google. Synectics Media recommends updating your website weekly. If you have the time and resources to post daily, then that is even better. While this level of activity isn’t always possible, the more active the site is, the better for higher search rankings. Google’s goal is to rank sites higher if they have fresh content because they are perceived as being more up-to-date.
5. Publish High-Quality Content
High-quality content drives Google and is shared with others. Customers know the difference and will evaluate your website based on the content you write. By consistently adding excellent content, that is carefully considered based on customer interests and keyword indicators, and your site will rank high on search lists.
Competition is fierce to get the attention of customers. That’s why it is so important to use every trick in the book to gain a competitive edge via smart digital tactics. By tapping into the digital strategies above, you can rest assured that your business will come out on top because it is doing things that work in the digital arena that other companies are neglecting.