Smart Digital Marketing Strategies

Establishing a solid digital marketing strategy is an important step in any business plan. Ecommerce runs on digital marketing, especially today when over 90% of customers use the internet to find what they need.

To increase reach, visibility, and conversions, you should make sure to establish clear, measurable goals. No matter how good your product or service is, it won’t do any good if no one knows about it. Therefore, developing an organized, multifaceted marketing strategy is important to any successful business.

Here are a few smart digital marketing strategies to get you started.

Top Digital Marketing Strategies

1. 

   Incorporate SEO

   Search engine optimization (SEO) is a foundational step that cannot be overlooked.

   About 80% of customers use search engines at some point in their quest for a new product or service. Barely anyone makes it to the second page of search results, and over 25% click the first organic result they see. Based on this alone, you can see how important it is to get your site in front of the right customer as soon as possible.

   SEO is also about improving the user's experience, matching search intent, and ensuring fast page speeds (like optimizing for Core Web Vitals). SEO is not a single-step fix; it can be better described as a framework of best practices and processes. There are three main areas of focus: technical, on-site, and off-site.

   • Technical SEO ensures that search engines are able to crawl and index your business's site quickly and efficiently.

   • The rules that are applied to your site's content and structure to support search engines are classified as on-site SEO.

   • The ways you can improve your blog or website rankings by promoting it across the web (like link building) are called off-site SEO.

2. 

   Be Present on Social Media

   Social media is an important opportunity to connect with new and loyal customers, share information, expand your reach, and globally build your brand.

   Refrain from using social media for generic posting. Be sure to cultivate a brand identity, remain consistent throughout all channels, and share your business's values uniformly. Try to remain as personal as possible by utilizing short-form video (like TikToks or Instagram Reels), going live, including interactive polls, and providing behind-the-scenes exclusives to connect with your audience.

   Diversifying content will boost engagement and yield higher conversion rates than plain text or repetitive content. You want to build a relationship with your customers based on trust and personability. Consumers want to feel good about their purchasing habits, so being active and authentic on social media gives them a reason to choose you over your competition.

3. Invest in PPC

   Pay per click (PPC) marketing is a form of paid advertising in which advertising companies bid on keywords.

   When potential customers search for those keywords, your ad will ideally be the first thing they see above the organic search results. The most prominent PPC advertising platform is Google Ads, which allows businesses to create ads that appear directly on the search engine results pages.

   The best part of PPC advertising is that you only pay for results, so it only costs you if a user actually decides to click on your advertisement. This is one of the best ways to ensure your advertising is shown directly to the demographics and search intents you want to reach.

   If you want the best results when spending on PPC, define clear goals, use negative keywords to filter out irrelevant traffic, and always use A/B testing to see how you can improve and focus on high-performing, optimized keywords.

4. Go Mobile

   Almost 80% of customers using the internet also own a smartphone, therefore remaining mobile-friendly is extremely valuable.

   Mobile marketing targets audiences on their smartphones, tablets, and other portable devices, using a combination of SMS, social media, and in-app marketing. Today, search engines index websites based on their mobile versions first (mobile-first indexing), meaning a poor mobile experience will actively hurt your search rankings.

   Going mobile means more than having a functioning app. Try to incorporate seamless mobile payment options (like Apple Pay or Google Pay) and make sure your website is responsive and fast-loading. Quality mobile marketing means remaining in touch with your audience and producing bite-sized, mobile-friendly content. The biggest benefit to using mobile technology is the ability to reduce friction in the buying process.

5. Establish Remarketing Campaigns

   Unfortunately, not every ad click or page visit translates into a conversion.

   Creating a remarketing (or retargeting) campaign simply means advertising directly back to people who have already interacted with your brand in some way. Perhaps they visited your blog, abandoned a shopping cart, clicked through an email link, or engaged on social media.

   Remarketing is an essential tool when looking to increase conversion rates because those who have already come into contact with your brand have a significantly higher chance of converting than completely cold leads. Most modern advertising tools and analytics platforms offer automated remarketing options, giving you the ability to be extremely granular and personalized in your targeting approach.

6. Leverage APIs

   Although you may not recognize the acronym, you have undoubtedly interacted with APIs as a consumer.

   API stands for Application Programming Interface. The modern internet experience is largely dictated by this important concept. APIs act as an information gateway, allowing different software systems to communicate and share specific data securely.

   For marketers, APIs let businesses embed interactive maps on their websites, seamlessly process credit card payments, integrate CRM data, or even use an image to video API to automate the creation of engaging marketing assets. APIs also allow for quick social media logins (like "Log in with Google") and are the backbone of project management programs like Slack that help marketing teams communicate internally.

Further Reading from Skills You Need

---

The Skills You Need Guide to Leadership eBooks

Learn more about the skills you need to be an effective leader.

Our eBooks are ideal for new and experienced leaders and are full of easy-to-follow practical information to help you to develop your leadership skills.

Conclusion

Digital marketing strategies are not one-size-fits-all, and not every approach will yield immediate success.

It’s important to set measurable and realistic goals for your business, followed by an implementation strategy to achieve those goals over a set period of time. Get started by setting up meaningful social media accounts, allocate funding to invest in targeted pay-per-click campaigns, develop APIs to improve your customer's experience, and spend time establishing solid SEO so the right people can find your business organically.