Four Key Components of an Effective Marketing Strategy

Kimberly Burghart April 29, 2015

Why is an effective digital marketing strategy so important? Your online marketing strategy is what drives traffic to your website and generates qualified leads for your business. A comprehensive strategy will grow your online presence through targeted efforts geared towards reaching your ideal customers.

An online marketing strategy will incorporate a number of different elements, all aimed at reaching and appealing to your target audience. Let’s take a look at four essential components of a comprehensive digital marketing strategy.

1. Search Engine Optimization (SEO)

SEO is about giving your website the best possible chance to be found by your target audience when they perform relevant searches. Developing and executing a sound SEO strategy will lead to better and more qualified organic traffic to your company website.  Your SEO strategy should govern your website structure, the content you create, and your link building strategy. Laying a solid foundation with SEO will allow for a greater chance of success in all of your other digital marketing endeavors.

SEO is an important part of an online marketing strategy because you want your company to appear high on the search engine results pages (SERPS) when users perform relevant searches. But remember, it’s not just about beating the system to move your website up on the rankings. You want to do what is best for your users, not just for search engine algorithms.

2. Analytics, Tracking and Reporting

Analytics, tracking and reporting are essential parts of both the sales and marketing processes. In order to gauge the efficacy of your marketing strategy, you need to understand where your leads and your customers are coming from. If a part of your strategy is working well, you can consider investing more resources into it. If another effort is not generating enough leads or the leads are not qualified, you can make changes in order to improve your performance.

Make use of an analytics and data reporting software such as Google Analytics to determine the amount of traffic and the primary sources of traffic to your website. Understand which traffic sources generate the most leads. It is also beneficial to use a tool like Analytics to track conversions on your website. For example, you can track  how many times visitors fill out your contact form.

3. Email Marketing

Email marketing is a significant source of lead generation for many businesses. A well-designed and targeted email campaign will put your message in front of the right people and drive them to complete the desired call-to-action. Remember that you should send emails to both your prospects and your current customers. Emailing your current customers—or warm contacts—should be an important part of your email marketing strategy. Reaching out to your current customers provides opportunity for referrals as well as cross-selling, upselling and new opportunities.

Developing a strong email lead nurturing campaign means that you are consistently keeping in contact with your prospects and customers. You should communicate with them regularly by providing helpful and relevant content. They may not be in immediate need of your products or services when you first reach out to them, but staying at the forefront of their minds means there is a greater chance they will think of you when a need arises. Whether you’re updating them on a new service offering or just checking in with a simple follow-up, maintaining contact with your prospects and customers is important.

4. Your Company Website

Your website is the online face of your company, and it will often be a potential customer’s first impression of your business. You want them to see a website that is aesthetically pleasing, easy to use and filled with relevant and up-to-date content. Remember that “easy to use” needs to apply regardless of the device visitors use to access your website.  The latest Google algorithm update, which increased the importance of mobile-friendliness as a ranking signal in mobile searches, reaffirmed what we already knew: you need to provide your users with a great experience whether they are using phones, tablets, or desktop computers. To achieve this, you will need to have either a responsive website or a separate mobile website.

While creating a fast and sleek website is important, do not forget about effective messaging and content. You need to provide valuable information to your target audience. Even if they do not fill out a contact form or buy a product right away, you want them to come back to your website and keep your company in mind when they are ready to purchase a product or service. Make sure your website is consistent with your branding, and make it as easy as possible for visitors to get ahold of you.

Familiarizing yourself with these key components of a digital marketing strategy is important, but you also want to make sure you are continuously evaluating all of your marketing efforts.

What are some of your challenges when it comes to creating and executing a marketing strategy? What have you found works well for you and what areas do you think you need to improve upon? Give us a shout in the comments below!

If you have any questions about these components or would like to learn more about developing and implementing an effective digital marketing strategy for your business, don’t hesitate to contact us today to speak with an experienced digital marketing advisor.  

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