Create an Integrated Digital Marketing Strategy with Different Tactics

Overall, SEO is meant to improve your website’s ability to rank in the top positions when prospects search for your products or services. When those potential customers see your website in search results and click through to your website, that is where web design and the architecture of your site come into play.

A well-designed website and quality content attract potential customers, keep them engaged enough to stay on the site, and convert them into actual customers. Here is why that is important:

• Eye-Catching Design: A visually appealing website immediately grabs visitors’ attention and gives a positive first impression. An attractive design that is easy for people to navigate engages users and encourages them to explore further.
• Informative Content: Remember what we said about how important content is for SEO? In addition to quality content optimized for Google, the content on a website is also vital to keeping people engaged and wanting to stay on a site. Suppose people find a website’s content lacking due to poor writing or not addressing their needs. In that case, those people will exit that site quickly.
• Optimized Website Structure: How a website is structured directly impacts the end user’s perception of a site and that site’s visibility in search engines. For example, if a website has really slow load times, then people are quick to leave that site, and search engines will penalize that site by ranking it lower than other sites with faster load times. A well-organized, responsive website with straightforward navigation makes finding content easier for users and search engines. This enhances the user experience and contributes to better search engine rankings.

In addition to channels whose primary purpose is to improve your website, external marketing channels like social media are vital to creating an integrated digital marketing strategy.

Now, how do you integrate social media with your other marketing channels? One example is content. As new content is added to your website, your social media profiles should promote that content to your audience (not to mention that your followers can share it with their social networks.) As more people visit your website, the design, architecture, and content of your website work to convert those people into leads.

Another channel that social media pairs well with is paid advertising.

In addition to more organic ways to increase online presence (SEO, social media activity), paid advertising is another avenue in digital marketing that can play a vital role in an integrated digital marketing strategy.

There are various forms of paid advertising:

• Paid Search: Paid search refers to advertisements at the top of search engine results pages when users search for specific keywords. So, in combination with SEO and getting your page to rank on Google organically, paid search ads give you further opportunities to rank at the top of the search results pages. SEO is a longer-term strategy to drive traffic to your site. At the same time, paid search ads are a more immediate method of accomplishing the same goal.
• Display: Display ads are visual advertisements that appear on websites, apps, or social media platforms. These ads can include images, videos, or interactive content and are an excellent way to increase brand awareness and engage potential customers.
• Social Media: Social media ads, as the name suggests, appear on various social media platforms such as Facebook, Instagram, LinkedIn, TikTok, and more. Social ads offer precise targeting options, allowing companies to reach their desired audience based on demographics, people’s interests, and their behaviors.

In addition to these types of ads, businesses can also use remarketing advertising tactics, which allow companies to show ads to people who previously visited their website to keep their brand in the minds of leads.

So, you can use organic and paid methods of reaching your audience together to maximize your reach. Most channels listed above are meant to pull new customers to your site, so what tactics can you use to retain current customers? One such tactic is marketing automation.

Marketing automation tools allow companies to automate many of their sales and marketing processes, from tracking where leads are in a sales pipeline to sending follow-up emails.

A benefit of marketing automation is the ability to send personalized content based on the recipient’s demographics, interests, and behaviors. For example, if you have a monthly newsletter, you can completely change the content of the entire newsletter based on the industry someone works in or whether the newsletter is sent to a consumer vs. a business.

This level of personalization creates a highly tailored experience for each recipient, making them more likely to engage with the content and take the desired action. Businesses can effectively nurture leads and guide them through the sales funnel by delivering the right message to the right person at the right time.

In summary, an integrated digital marketing strategy uses multiple channels to generate leads effectively and grow your business. If you want to read more about how these tactics work together, read our client case studies here.

Ready to take your marketing to the next level? Contact our team at VIEWS today to get started. Through in-depth research and analysis, we can pinpoint areas where your marketing efforts can be enhanced. Our team of digital marketing consultants has years of experience crafting integrated digital marketing strategies that consider all different channels and tactics to generate leads for our clients. Contact us today to get started on your digital marketing strategy.