CRA Business Marketing Explored
By Jessica Wong
We all can admit that 2020 was a tough year for many businesses. But, the good news is that 2021 is here, and you have another chance to come back strong.
Nowadays, there are many marketing avenues small businesses can take advantage of. But which is best for your business? Let’s look at a few areas you can incorporate into your digital marketing strategy.
Search Engine Optimization
Search engine optimization (SEO) refers to a set of practices that ensures your target audience finds your website. You’re competing with hundreds of thousands of websites, many of which offer the same thing you do. With a proper SEO strategy, you’re able to stand out.
The first step to implementing SEO is to use the right keywords on your website. Keywords are common search terms your ideal customers are using. By adding these targeted keywords to your website, you can rank higher on search engine results and get closer to gaining more customers.
Content marketing goes hand in hand with SEO. How? Content marketing allows you to incorporate SEO keywords and answer your target audience’s questions.
One way you can do this is through blogging. Creating and publishing blog posts to your website is a great way to provide value to your target audience and guide them through the buying process.
For example, a consumer might need a new exercise bike. An exercise equipment brand may publish a blog on its website about what features to look for in an exercise bike. After reading the blog post, the consumer is now ready to make an educated decision on what type of exercise bike to purchase.
Of course, this is only one example of content marketing. You’re not limited to only blog posts. Content marketing can consist of videos, infographics, case studies, checklists and e-books. This is often less expensive than other forms of marketing, and I find that it’s also more effective.
Social Media Marketing
With over 245 million active users on social media, it would be silly not to include this powerful platform in your digital marketing plan. Before you begin planning out social media content and researching hashtags, it’s crucial to answer a few key questions:
• What is the goal for your social media marketing plan?
• Who is your target audience?
• What social media channels do your target audience members use the most?
• How will you engage with your audience?
• Where will you post content?
This will lay down the basis of your social media marketing plan.
Next, it’s time to decide what type of content you will post. Some marketing teams use social media to distribute paid ads and sponsored content. However, you’re not limited to this approach. You can use social media to promote your business organically and engage with your followers. Interacting with your customers and followers can help you to ensure a positive brand experience.
When people think of email marketing, they often think of annoying emails that are sent straight to the spam folder. But, when done right, email marketing can be a gold mine. It’s an inexpensive strategy that can result in valuable conversions. Emails also help to create brand awareness.
To get started with email marketing, you must first collect qualified leads. There are many ways you can go about doing this, but the most common method is through lead capture forms. Lead capture forms collect website visitors’ names and email addresses.
I usually find that a first-time visitor is unlikely to give their information, so you have to entice them with a juicy offer. This could be a discount code, a free e-book or access to a free webinar. The goal is to collect email addresses and grow your email list. From there, you can create email campaigns that target the people on your list.
A pay-per-click (PPC) ad is a method that allows you to spend on website traffic. Essentially, you place ads on websites or search engines and pay a fee each time someone clicks on the ad.
Unlike other forms of digital marketing, PPC works on a bidding system. This means you have to bid on the ad keyword you want to trigger, or display, your ad.
When you bid on a keyword, it’s crucial to choose a term that is relevant to your business and will drive conversions. If you’ve done SEO keyword research, you can use these keywords in your bidding.
Revamp Your Digital Marketing In 2021
There you have it — five areas to incorporate into your digital marketing strategy in 2021. Expanding your business through digital marketing doesn’t end here. While you don’t need every post planned for the year, outlining your annual strategy based on your business needs will help you start the new year off right. Set your goals, determine your key performance indicators and select the best platforms that align with your business needs.