Are you wanting to update your website but feeling lost on where to start? There’s an old saying, “If you don’t know where you’re going, any road will take you there.” A clearly defined online marketing strategy generates leads and steadily build trust and connections that will convert leads into customers. With your digital marketing plan in place, you can then build off that with all your other online marketing initiatives. The Digital Roadmap helps you determine the best approach that accomplishes your business goals:
- Why should customers do business with you?
What are their options, and what are the reasons can you provide prospects to buy your product or service? What makes you unique that will resonate with prospects.
- What do you want to accomplish with your online marketing effort?
Would you like to build greater awareness, generate leads, sell a digital or physical product, or a combination of all three?
- Who is your target audience?
B2B prospects may be on LinkedIn. Developing a composite of your best customer (demographics, behavioral traits, etc.) is critical to reaching the most people receptive to your message.
Before you get started, address these questions along with other factors that help you better understand your business, target your customers, and create an actionable plan. Once you have a clear picture of your needs, the next step is to develop a straightforward inbound marketing plan. After your review and approval, establish milestones and a timeframe.
Your website is the center of your digital marketing. You begin by creating helpful, informative content on your site that positions you as an authority and creates trust. You link to your content via your social media networks (or outposts). Search engines will index your content which will improve organic search rankings. Paid search through search engines and social networks add targeted traffic. Offline advertising and promotion (TV, print, direct mail) can be an additional source of traffic, and tracked via QR codes or dedicated landing pages optimized for your audience.