In 2019 (And beyond) “digital marketing” encompasses everything from press/media outreach and relations, vendor management and selection, social media management (Instagram/Facebook strategies), paid search, display and re-marketing, to conversion rate optimization, analytics review and strategy, and of course SEO or search engine optimization (both local SEO and nation-wide where appropriate).
SEO or search engine optimization is the process of refining on-page content, back end code, and building links and raising awareness for a website in an attempt to boost traffic. If you are not on the first page, you might as well be on the last page. The first 5 spots get almost 80% of the action, so why not be there?
Local SEO is a bit different in that you may be a small business and only concerned about traffic within a reasonable boundary. Lionwish’s thought-process to successful local SEO campaigns is to make intelligent, data-driven decisions using white-hat techniques to increase local visibility, plus eye up conversion optimization projects along the way to capture and convert that traffic.
Conversion Rate Optimization (CRO)
Conversion rate optimization is a process to make your current base of traffic and website work harder for you through various efforts of fine tuning. For example, slight changes to calls to action, button colors, headline messaging, or even the number of form fields could yield improvements of 1-2% or more. For large ticket items or costly services, increasing your conversions/sales or leads by 2% could be hundreds of thousands of dollars of additional revenue.
Some people are able to be profitable with small, $10-$15 per day budgets while others spend several million per month. Budget are often determined by industry and what types of keywords you are targeting. Paid search management is the detailed process of managing budgets and earning clicks for the lowest possible cost, and driving the most amount of leads/sales (conversions) possible within the given budget.
Content marketing allows brands to be creative and try new things and to build relationships with site owners and bloggers within a particular industry. Content marketing can take many forms – such as guides, how to’s, product reviews, life hacks, and many, many more things. Content marketing should be included in every SEO campaign because it is easily share-able across social networks and it is a great way to not only drive traffic, but to build links (and referral traffic) back to your website.
Email Marketing and Management
Email marketing is a powerful marketing tool because people are opting in to receive information from you, so it’s important to make that messaging meaningful without being intrusive. Email marketing is a cost-effective way to directly reach your consumers. Many companies and/or organizations leverage email marketing as a component to their larger online marketing strategy as well by sending out email blasts during times when they are actively running an SEO campaign plus PPC/social media ads.
Digital Marketing Strategy
I have $X amount to spend online, so what should I do? Lionwish offers a variety of online consulting services and digital strategy insights in order to boost online visibility, website traffic, and sales. Often the best results are found when there’s a collection of digital marketing efforts running at the same time, which all work together. Examples of such include SEO to boost visibility, content marketing on other sites to capture additional readers, display banners on forums/blogs for awareness, email marketing to capture leads, and CRO to boost the conversion rate of the new traffic.