Strategies are made to fulfill business goals or objectives. These can be seen as larger visions as they require deep thinking towards the target. In digital marketing, often business owners are found saying- “Our strategy is to use a social network.” Pragmatically, a social network is not a ‘strategy’ but a ‘method’ which is used as a day-to-day action and cannot be tied to a specific goal.
Consider one example- if you have a restaurant and you want to boost its reservations by 75% during holidays and weekends, then a worthwhile strategy will be to engage more customers through the online reservations from your website. A perfect method will be to use Yelp and Google+ pages to increase reviews and drive traffic towards booking your restaurant website.
While planning for digital marketing, make sure that the strategies are always tied to the goals. The idea behind the strategy is to go ahead from largely scaled plans to smaller ones. There are varieties of strategies available in digital marketing. As a digital marketer, you should be aware of differences among various strategies, which will help you to get more visitors reaching your website, stimulating the traffic towards the website. I have tried to outline some important techniques, as follows.
This is the most important and less expensive strategy, to rank high on the main search engines for your preferred keywords, in natural searches. Search engine posts the robot “spiders” to record the content of your web page. The context behind this is not to trick the search engines, but to leave them with plenty of clues over the web page content. This is called as Search Engine Optimization (SEO).
SEO includes different approaches like-
Linking externally i.e. providing your site’s link on other sites, drives additional traffic. Google and other major search engines consider link popularity (of your website) as an important sign of relevance. More links visited will help you rank higher in the search engines. For identifying quantity and quality of incoming links, Google uses a measure called PageRank. Links from trusted, high visited sites will help your site rank higher than links from the low trafficked sites.
Linking strategies includes-
Our next strategy for promoting websites includes social media, in which people are interacting with each other and responding to posted blogs and commenting on it. It includes 4 types:
Social media can help ranking your site by sending direct traffic, producing more links to your site and generating awareness. You can apply the following strategies for social media:
A mixed media approach to marketing can be very effective if ‘old media’ strategies are not working. The mixed media strategies can include-
Email is an important path to get more people visiting your website. Just make sure not to send spam mails (unsolicited emails without permissions) as many countries have anti-spam laws.
The above discussed approaches require time and energy and if you want to grow your business more rapidly, you can pay to increase traffic to your website. Paid advertising can be done in 3 ways-
You can do advertisements in the company’s email newsletter and can purchase PPC ads with Google AdWords, Yahoo, etc. This idea is vitally important as most internet businesses explore using Google AdWords to direct traffic to their websites.
These are the effective ways for your website’s promotion. Though you need to spend more time in understanding and adapting these strategies, it will be beneficial for your company. With these strategies, you can jump-start your business in the market.
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