Digital marketing is a powerful way to connect with more people who are interested in what you have to offer. Growing your business through digital marketing can help you reach your ultimate goal: more revenue.
In fact, a study by StrategyR revealed that the compound annual growth rate of digital marketing from 2020-2026 is projected at 13.9%. This means more businesses will be embracing digital marketing and reaping its benefits.
Do you really want to be left behind?
A digital marketing strategy directs your focus to certain targets, priorities, resources, and actions, usually over the long haul. These strategies enable you to achieve your primary objectives and aim for next-level growth.
Read on and learn the five strategies that will help you in growing your business through digital marketing.
5 Strategies for Growing Your Business Through Digital Marketing
Here are the top five digital marketing strategies you can use to build your business.
1. Maintain an Active Social Presence
If you want to grow your business using digital marketing, it’s important to establish a solid online presence on social media and search engines. And an active one at that.
According to recent estimates by Statista, more than 4.26 billion people used social media in 2021, which is expected to rise to nearly six billion by 2027.
When you maintain an active online presence on social media, you’ll be able to attract attention to your company without making a huge financial investment.
Sharing valuable engaging content on social media platforms like Facebook, Twitter, Instagram, and LinkedIn is a great way to gain more online exposure.
Here are a few other ways to maintain an active online presence:
Keep up with the latest trends on social media
Regularly update your website’s blog and share it on social media
You can also put up captivating infographics that exhibit distinctive ways of establishing the relevance of your business and brand.
However, it’s important not to spread yourself too thin by joining every social media platform out there.
Stick to the channels where your target customers are most likely to be active. In doing so, you’ll be able to maximize the impact of your digital marketing efforts.
2. Recognize and Respond to all Consumer Feedback and Reviews
According to BrightLocal, more consumers are reading online reviews than ever before. In 2021, 77% of them always or regularly read them when browsing for local businesses (up from 60% in 2020).
Customer feedback and reviews are great as they can help with customer experience management. You can easily figure out what they need from their reviews and make the required improvements.
Additionally, responding to positive and negative reviews can also help you manage the perception of your business.
And that’s why you should prioritize learning how to respond to both good and negative customer feedback.
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When responding to feedback, you should:
Thank the customer for their feedback
Acknowledge the problem that the customer experienced
Explain how you plan to solve the problem
Take the discussion away from social media
Follow up with the customer after you’ve implemented the solution
A great way of collecting customer feedback before they write reviews is by using AI-powered chatbots. They can reach out to your audience and ask them for their feedback so that you can improve your chances of retaining customers and attracting new ones. Here’s an example of a good customer review and a reply from the owner.
Reviews are also important because they give prospects the social proof they require to make a purchase. But it can take a lot of time and tedious manual effort to solicit, compile and track all of this feedback. That is where review tools such as piHappiness, SurveySparrow, Typeform, AskNicely and SurveyMonkey come in. You can use these tools to collect consumer feedback and reviews through online surveys.
3. Leverage Influencer Marketing
Influencer marketing is another effective way of growing your business through digital marketing. Partnering with influencers can help drive your brand awareness, lead generation, and even sales. You can leverage this strategy by partnering with social media personalities who are right for your brand (have similar ideals, similar audience, etc.).
For example, FabFitFun partnered with Ayesha Curry, a well-known chef, as part of their influencer marketing strategy on Facebook.
To further drive the growth of your sales using influencer marketing, you can combine it with affiliate marketing where you can give a commission to your influencers for every sale they drive. This makes it a win-win situation for both parties as their revenues increase.
4. Organize Online Marketing Events/Virtual Events
Organizing online marketing events is a great way to gain exposure for your business and create interest in your products or services.
An online event is one in which people interact with others in an online setting on the web rather than meeting in person.
But there’s a catch here.
You need to identify your target audience for the events.
By targeting the right audience and at the right time, you can communicate with your prospects at every stage of the buyer’s journey.
Webinars are good examples of virtual events that are becoming increasingly popular since they make learning about a product or service easier.
A study by ON24 shows that the average webinar attendee conversion rate is 61%.
What’s more, since online events are digital, they offer a unique opportunity to collect first-party data through registrations and attendee engagement in-event and via social media. This helps you tailor your marketing messaging for them too.
Some platforms provide granular analytics into attendee engagement and experience, allowing organizers to tweak and improve experiences.
You can easily see metrics such as views, likes, clicks, impressions, and comments on the dashboard of the tools in use.
If you’re a business owner, this is yet another effective way of growing your business through digital marketing.
5. Find Out How Your Competitors are Positioning Themselves in the Market
Understanding how your competitors are positioned in the market allows you to fine-tune your business plan to counter competitive challenges and strengthen your position.
Conduct research to find out what your competitors are doing online. You can use tools such as Ahrefs, Semrush, SpyFu, BuzzSumo, or Searchmetrics to track your competitor’s digital marketing campaigns.
For instance, see how this Semrush review shows how the tool gives you a glance into your competitors’ strategy or conduct competitor research.
You can also look at their website design, social media presence, and blog to understand their strategies better.
By understanding your competition and catering to your customers’ needs, you can position yourself as a leader in your industry.
To recap, we’ve looked at five proven strategies for growing your business through digital marketing.
From maintaining an active social media presence to seeing and responding to reviews, there’s a lot that you need to do to give your brand the much-needed boost. Partnering with influencers and organizing online events are great tactics too.
By implementing these strategies, you’ll soon see a boost in your sales and customer interaction with you and your brand.
Have any questions about these strategies? Ask them in the comments and I’ll answer them.
These are the engines you want to give extra consideration if you intend to expand internationally. They all have their own unique search algorithms that are in many ways as complex and developed as Google’s.
Why they matter and how to rank on them
If you’re like me a few years ago, a die-hard Apple fan remarkably repulsed by Microsoft’s products (I’ve now converted to the seamless team of PC), you might think prioritizing resources to optimize content for Bing or other engines is a waste of time. What I failed to consider then, and what you might be overlooking, is geographic segmentation.
Do you want to reach the American audience using voice search? Consider Bing.
Are you expanding into China? Check out Baidu.
Each search engine matters because of its unique user types. Regardless of how small that market share might look on a global scale, if there’s regional search volume from your target audience, it’s worth the optimization.
Bing Search, in combination with Yahoo, is without a doubt the strongest player after Google. Together, they have more than 10% of the global market share for desktop.
Now, some say that Bing’s market share will increase due to mergers and acquisitions, while others argue for its decline due to the death of Internet Explorer.
Still, all Microsoft browsers, such as Microsoft Edge Legacy and Chromium-based Microsoft Edge, have Bing as the default search engine, making Bing Search the natural choice for Microsoft product users. Yahoo, which is powered by Bing Search, is the default search engine for Mozilla’s browser Firefox, adding billions of impressions to Bing’s search results each year.
Although the algorithms differ, optimizing for Bing search results is not much different than optimizing for Google. With a bit of fine tuning, it’s more than possible to come up with a strategy that allows for high rankings on both.
To rank on Bing, and thus Yahoo, make sure to do the following:
1. List your business on Bing Places
Bing Places is the equivalent of Google My Business and is the fastest way to get your business ranking for local seo. Many even consider Bing Places to favor small business owners as Bing puts their information more prominently on display.
2. Upload an XML Sitemap using Bing’s Webmaster Tools
While the debate on how much sitemaps really do matter for Google SEO continues, uploading one with Bing’s Webmaster Tool for XML Sitemaps allows the algorithm to better categorize and manage your content, making it more visible and relevant to the search audience.
3. Match keywords in your content
Check that the exact keyword match can be found in your page titles, meta descriptions and overall content. It’s known that the impact of on-page tactics as a ranking factor is much greater in Bing than Google.
4. Keep your social media profiles up to date
Go social! Bing considers your social media presence more than any other search engine. The Webmaster Guidelines specifically states that Bing considers social signals from third-party platforms to rank your content. Bing might even extract certain information directly from your Facebook company page to your Bing Places display.
5. Use high-quality images to enhance your content
Bing’s image search is much more advanced than Google’s. If you want your landing page to rank, add high-quality design assets to showcase your offerings. If you want your blog to rank, attach too-long-to-read infographics to highlight your points. Like the one above.
While it looks a lot like Google, its algorithm is different in many ways. Most prominent is the way Yandex indexes pages. Unlike Google’s almost continuous indexation, Yandex indexes pages sporadically. That means that you might have to wait around for a while before your site shows up on Yandex.
Despite this, it is still possible to rank on Yandex. You just need to have a bit more patience.
While waiting for your site to be indexed, take a look at the following:
1. Focus on tags over internal site structure
According to The Ultimate Guide to Yandex SEO, your header tag, title tag and slug are way more important than your internal site structure. In fact, it was only recently that Yandex started to support hreflang tags. Before that, Yandex only allowed the <head> hreflang implementation.
2. Consider search intent to rank
Some argue that Yandex meets search intent better than Google. The modern ICS score, which replaced the Thematic Index Citation, is determined by how relevant a site is to the query. Yandex uses its own version of expertise, authoritativeness and trustworthiness (E-A-T) test to determine relevance.
3. Eliminate toxic links
Many do not know this, but Yandex was actually the first search engine to roll out a link-based algorithm. Already in 2005, 7 years before Google’s Penguin algorithm, Yandex introduced the Nepot filter, which specifically looked at the impact of toxic link exchanges and spam links.
While the site is available worldwide, the site predominantly favors simplified Chinese. So before taking any other steps, hire a native speaker to help you along the way. To win at global, you have to ditch translations.
Here’s a few steps to get your content ranking.
1. Localize your keywords and content appropriately
As with all multilingual SEO, you need to work with a native language expert to ensure proper keyword localization and content optimization. If your site experiences high bounce rates, Baidu will tank your rankings immediately. As with any search experience, localization matters.
2. Position relevant content and keywords to the top of the page
Baidu favors a completely opposite layout than the Westernized one. The sooner you get to the point the better. Therefore, it is important to position your keywords as early as possible in the text and introduce all relevant content already in the top of the page to rank.
3. Obtain a verification level and get certified
By registering and paying a small fee you can obtain a verification level to improve your domain authority and rankings on Baidu. If you want to secure top ratings, you can get certified and obtain an ICP license, which is much more difficult than getting verified.
Top alternative search engines by data privacy
While most of the search engines mentioned above are tied to big corporations or political forces, global initiatives are setting the stage for more privacy-focused search engines. Among these is DuckDuckGo, the forefront runner with over 130 billion searches processed since launch.
Why they matter and how to rank on them
In many ways, the movement is a response to Google’s invasiveness on privacy. Many are fed up with how they are capitalizing on personal data and controlling the narrative with targeted search.
Consequently, this attracts tech-savvy experts with a lower bounce rate. Once they commit to a search, they stay.
Here’s how to optimize for it:
1. Sharpen Your User Experience
UX continues to make an impact on SEO, not to mention for DuckDuckGo. Make your content easily scannable and stay away from intrusive pop ups that harm your users’ experience and ease of navigation.
2. Focus on High-Quality Backlinks
As with any SEO, high-quality backlinks play a huge role for ranking. If you already have a solid backlink profile from your Google strategy, you should be good to go. If your backlink profile has a high level of toxicity, do some cleansing.
3. Rethink Local SEO
Since there’s no location tracking available for searches, location-specific searches such as “services near me” don’t work. If you like to rank for these types of searches, include a specific location in your keyword strategy. Otherwise, you won’t be able to optimize for local seo.
Startpage could be my personal favorite among the alternative search engines. It basically is Google without the tracking.
And while many consider DuckDuckGo to be the forefront runner of the privacy-focused search movement, many forget how Startpage ‘blazed the trail in 2006’. Offering a search experience without IP recording or tracking back when it was more or less unheard of. Now, it is the common denominator among all privacy-safe search engines.
So, how do you rank in Startpage? Simple. You rank in Google.
There are many more privacy-safe alternatives to search engines than the two mentioned above. Perhaps one without equal is SwissCows – a search engine that prides itself on being the only family-friendly, privacy-safe semantic search engine available on the web.
This means that any intrusive search results, like adult entertainment or offensive content, is naturally censored from the search results. At the same time, they never store any data nor track user specific information.
SwissCows SERPs bring up organic results and paid ads directly from Bing so in order to rank in SwissCows, you need to rank in Bing. Just make sure to omit any content that’s not PG-13.
What do they all have in common?
In the end, none of these alternative search engines can replace Google. As an SEO, I’ll never advise starting out with anything other than a Google strategy.
But when you are ready to branch out and extend your reach, give these alternatives a try. Analyze where your target audience hangs out and optimize thereafter.
Many of the privacy-focused search engines require little optimization as they pull their search results directly from other sources anyways. Simply do a quick check to see how you rank on each one.
And who knows, perhaps Microsoft will continue to steal more of the global search landscape. If that happens, you’ll be there — ranking in first position, ready to reap the rewards of your diversified efforts in an ever-changing search landscape.
For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.
Looking ahead to 2023 and beyond, businesses worldwide face lots of uncertainty.
One thing will remain constant throughout this period — customers expect excellent experiences when interacting with a brand. According to Acquia’s latest CX Report, businesses plan to prioritize customer retention over the next 12 months: 56% plan to improve customer experience, and 58% will focus more on customer service.
This should be a common goal. To weather a potential storm, businesses must keep customers by meeting and exceeding customer expectations.
Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.