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Four Considerations Before Developing a Digital Marketing Strategy

Saturday - April 28th, 2012

Written by: Tristan Pelligrino

Four Considerations Before Developing a Digital Marketing Strategy

The Internet and the digital revolution have it made it much easier for small businesses to get noticed. It’s no longer impossible for local businesses and small operators to compete with the multi-million dollar ad campaigns of major corporations. Making an impact these days is as much about being memorable as getting maximum saturation. Digital marketing lets you create a personality for your business that is above and beyond traditional marketing methods. However, before you just jump on the digital marketing train, consider the following when outlining a strategy:

Digital marketing is more than a website

A strong digital marketing strategy is more than setting up a website and hoping to reel in customers. You need to make your site visible. This includes the use of great content, optimization and other online advertising strategies. It is important to find an organization that knows your business and can tie all of the marketing components together.

You need to be focused on content

When someone searches for something that you provide you need to make sure that your business comes up fast. But, being found in the search engines is just the beginning. You also need to make sure that when visitors do arrive, they are presented with appropriate information. The content you include on your website needs to be fresh and in-depth. At the end of the day, you want to clearly demonstrate your competence with whatever your customers are searching for.

Make sure you are consistent

As well as maximizing your visibility, it’s important to make sure that your business looks consistent on all platforms. What works on television or in print may need to be tweaked for digital marketing, but they are not mutually exclusive parts of your advertising strategy. Many companies have had success running conventional ads that lead people back to their website for a video or specific pitch. A traditional ad campaign can be augmented and bolstered with digital marketing. The most important thing to remember is that your messaging and visual representations need to be consistent.

Commit to interacting online

Social networking is just that. It’s social. You can use it to build a face for your company beyond the usual buzzwords. You can use it to project a personality for yourself and build a relationship with your customers. The social network allows for far more interaction than any other part of your marketing strategy. Traditional media might be the formal introduction, but digital marketing is the firm handshake that inspires confidence.

At the end of the day, digital marketing is a way to enhance your brand online. Before diving too deep, you should just realize that it is more than a website and involves the creation of unique content, a commitment to interaction and consistency.

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