Establishing an online brand identity and marketing strategy for a new business or company can seem like a daunting task, especially if you aren’t well-versed with computers, digital media, and modern technology. While you may be intimidated or doubtful, make no mistake — digital marketing is absolutely essential for every business in 2019. Online ads, search engine optimization, and the immense popularity of social media have all combined to radically change the marketing industry in ways that would have been impossible to predict just a few years ago.
Digital marketing is quite different from traditional advertising tactics, and requires a hands-on approach. Any business just starting out should be prepared to spend a great deal of time building their online brand, reputation, and advertising. The good news is that with the right strategy and just enough dedication, your business will reap the benefits of increased online visibility.
Companies that are successful at online advertising and optimizing their digital presence enjoy boosts in sales, brand recognition, and partnership opportunities. It may seem like a long road at the beginning, but remember every successful digital branding initiative had to start somewhere. Here are a few digital marketing tips to help those just beginning.
SEO should be a top priority
When it comes to digital marketing, one of your biggest concerns should be search engine optimization, or SEO. SEO is the practice of adjusting and optimizing your website so that it appears in relevant search engine results for locations and search queries associated with your business and the industry it operates within. SEO can be a tricky process, essentially because you have no way to simply buy your way into the top “organic” Google search results. Search engines such as Google or Bing formulate their search results by judging and analyzing websites based on their content, architecture, and “off the page” factors such as outside links mentioning and referencing the website or company.
Probably of the most important aspects of SEO that you should familiarize yourself with are keywords. Let’s say you are opening up a power tool store in Boston, Massachusetts. When a local Boston resident uses Google to search for a tool store, you want to be one of the first websites to appear in the results. A big part of accomplishing this is by making sure your website includes relevant words or phrases such as “Boston power tool store” or “tool store Boston.” You will want to insert these keywords within the live content on your website, as well as in the backend by adding “meta” titles and descriptions to specific pages and images. Most popular website platforms, such as Wix, make it easy to add meta data. If your website is run on WordPress, a number of free SEO plugins are also available for download.
Another vital SEO practice is link building. This is the process of gaining outside links on other websites that point to your own. These outside links are typically called “inbound links.” You can think of these links as references or referrals that Google will use to determine your website’s ranking in search results. However, just like referrals in real life, not all inbound links are the same. Google prefers inbound links from highly respected websites with a high “domain authority” score. Think news organizations, educational websites, and popular media platforms. A website’s domain authority is typically ranked on a scale of 0-100. If you are looking to verify a specific website’s domain authority, a domain authority checker can easily be found online.
Social media and influencers
Social media represents a great opportunity for you to advertise your business and build your online brand. Your company should be active on platforms such as Instagram, Twitter, and Facebook by posting fun anecdotes, images, videos, and content. This will attract new potential customers and help you establish your company as an authority in your field. You should also look into partnership opportunities with social media influencers in your industry. These influencers usually have a large number of social media followers and can instantly lend credibility to your brand.