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July 12, 2018

Every Move You’ll Find in a Successful Digital Marketing Playbook

Is your organization covering the basics of digital marketing? Are you nailing the MUST DO tasks online that bring in customers month after month? 

A surprising number of new clients we meet with don’t actually know. Sure, they may be aware that they’re spending lots of time and money on Internet strategies. But, they aren’t 100% sure that they’re doing the right things or following a well-rounded plan.

That’s understandable. Digital marketing is always changing. It can be difficult to know if you’re on the right track. Especially if you don’t plan and execute digital marketing campaigns every day, like we do. Let’s take a look at a handful of core ideas that should definitely be part of any ongoing strategy.

An Organic Search Engine Optimization Plan

Google processes more than 5 billion search queries per day. Mind boggling, right? The good news for you is that Google can provide a reliable stream of new buyers to your website. To get those customers coming to you over your competitors, there are some useful things you need. Keyword research and optimized pages will make your site easier to find. A strategy for turning visitors into leads or customers will help to make the most of the new wave of consumers. To achieve this, you’ll need to know how search algorithms work. You’ll also need to configure your website to be more visible.

And let’s not forget about backlinks. In fact, a top ranking factor is the quality of websites linking back to you. If your website isn’t naturally getting attention, you will have to come up with an outreach plan to request links from quality websites

Targeted Internet Advertising

There are Google searchers out there who are looking for you. Yes, you!  You and your product or service. There are many ways to make a direct connection to your potential customers. Paid ads are effective, whether you invest in Google AdWords, Bing Ads, Facebook, or Twitter – to name a few.

You can also take your digital strategy a step further with retargeting. Even if someone organically lands on your website, they might not convert right away. You can use retargeting to continue to advertise to site visitors and give them opportunities to re-engage with your website. Best of all, you can do this for only a few cents per every sales opportunity.

Email Newsletters & Automation

An email newsletter is hard to beat when you’re looking for cost effectiveness. Even in the age of advanced SEO and social media marketing, a newsletter is a sure component of your strategy. It will help you stay at the top of a customer’s mind and help drive traffic back to your website. After all, you should have retargeting campaigns set up to continue to advertise after someone clicks on your newsletter link.

You can also create series of automated messages that guide buyers through successive conversions. This eliminates a lot of redundant steps en route to making a sale, boosting your profit margins.

Conversion Rate Optimization

You should always focus and act on regular conversion rate optimization. The only scenario in which you shouldn’t? Every single customer who comes to your site ends up buying your product or requesting your service. As fantastic as we know your business is… we find that very unlikely.

Conversion rate optimization involves consistent improvements of your messaging and design. Check in on your analytics, review heat maps to identify patterns in behavior, and A/B test new content or promotions. These actions can all result in getting more potential customers to the finish line. It can be an intensive process, but it will make your website continue to grow and profit over time.

User-Level Marketing Tools

Advanced tools, like Mixpanel, can allow you to zero in on individual buyer behaviors. Track each user’s journey on your website from start to finish.Then, you can further customize and boost your online campaigns.

Imagine being able to close a sales loop because you know someone has downloaded an ebook or viewed a video. Now, think of what it would be like to track revenue and user behavior from everything. The entirety of your campaigns. Such information would help you to devote your resources to the appropriate areas. That’s the power of user-level marketing tools.

Need Help Winning New Customers Online?

If you need help creating a new website, or drawing qualified buyers to the one you already have, we’ve got your back. Contact the web design, development, and marketing team at Atlantic BT. A free consultation is yours to have. Our experts are on your side.

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Questions & Answers

1 How much does a digital strategy cost?
Here is a short answer: Digital strategy can be created internally or externally (with the help of outside partners). Internally, depending on how big your organization is and how transformative your strategy is, the costs could vary greatly.
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1 How do I improve my digital strategy?
The first step to improving your digital strategy is understanding what’s not working with your current digital strategy. Are you not hitting your new customer acquisition goals? Revenue by customer?
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1 How do I create, organize, and write a digital strategy?
Nearly every time, good execution outperforms good ideas. For the most effective execution, it's essential to have a strong underlying strategy. Try organizing an offsite multi-day retreat with a facilitator.
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1 How do I avoid digital strategy pitfalls?
Like any strategy, there are more ways to find pitfalls than success. The first step in planning is to clearly articulate the overall strategy in a way that is easy to understand at all levels of the organization.
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1 How does digital transformation help blue ocean strategy?
If both blue ocean strategy and digital transformation strategy exist; the blue ocean strategy would be the top level strategy, while digital transformation would be a necessary component of achieving the blue ocean strategy. To fully answer this question, let's first define Blue Ocean Strategy.
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1 Why is having a digital strategy important?
Digital strategy is important because there are few sectors technology won’t ultimately touch or transform. If your organization isn’t paying attention to digital strategy, you will fall behind and potentially reach a point where you are obsolete relative to competitors.
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1 What is Digital Transformation Strategy?
One of the interesting things about Digital Transformation is everyone seems to define it a little differently. The reality is that consultants sometimes label a new marketing plan a digital transformation strategy -- it’s not.
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