The first step is to Build your website – a basic requirement for digital marketing and your strongest B2B marketing asset. Your website is your proof of being. It should reflect your business’ core offerings and strengths. Your website also works as a driver for direct opt-in communication, such as newsletters & blogs. It goes without saying that the majority of people search for a business online, before making any purchase decision these days. Hence, ensuring your website is built correctly, mobile-optimised and has a great user journey and user experience – is the important first step to achieving digital marketing success.
The second step is to Maintain your website. All websites need ongoing maintenance to ensure they stay relevant with Search Engines such as Google. Website maintenance includes regularly tracking your website to ensure any updates are implemented and the website’s loading time is optimal for search engines. Google Analytics is a great tool to assess your website regularly. It provides great insights into the usage and visitation on your website, as well as visitor behaviour insights. All this data forms a valuable tool to maintain your website accordingly.
Next is Optimise, which focuses on SEO (Search Engine Optimisation). SEO is an organic, long-term strategy (usually taking 3-9 months to gain some serious traction) that incorporates relevant keywords and content to optimise your website position on search engines. It is important to constantly monitor Google’s algorithms to maximise SEO results. With hundreds of thousands of searches on Google per day, you need to ensure your website ranks at the top of a Google Search Engine Results Page (SERP). This is the best way to bring increased traffic to your website, over the long term. While this is a long-term strategy, the results are longer lasting too.
The Leverage section of the Digital Success Pyramid is all about increasing brand awareness through engaging content on social channels. Social media sites such as Facebook, LinkedIn and Twitter are powerful tools to keep your customers up-to-date with what is happening within your business and your industry. It is important that posts on social media be relevant, engaging, time sensitive and do not seem like spam. With your website working for you, SEO and social media will drive traffic to your website.
The final step is to Advertise, and this is executed through Search Engine Marketing (SEM) and Paid Social Media Advertising to drive conversions and engagement for immediate results. SEM and Paid Social Media Advertising allows for immediate Google SERP positions for your website, and qualified leads through paid advertisements. The advantage of SEM and Paid Social is that it allows you to target people through relevant ad copy and keywords that match their search queries. SEM is a fast way to reach the top of a Google Search Engine Page result. However, if you switch off your ads or stop paying for them, they instantly disappear from Google too.
The above 5 steps ensure you get your brand in front of new and existing customers, driving direct enquiries & providing customer and market insights in real-time.
If you’re unsure on where your website and digital marketing strategy is up to - please do not hesitate to email the B2B marketing experts, IMA Digital.
At IMA, we’ve identified the 5 steps needed to achieve and build digital growth & success for your business online.