Which Is The Best Digital Marketing Strategy

It doesn’t matter if you’re just starting out or updating your digital marketing strategy. You will need to decide where to spend your time and, more importantly, how much. Is there a single, universal marketing strategy that works for everyone? As you can probably guess, the answer is no. An integrated approach that employs a variety strategies at different points during the buying cycle is better but this doesn’t make it any easier. It can be confusing to choose from the many digital marketing strategies available.

Search Engine Optimization

Although there are no “best” digital marketing strategies, search engine optimization (or SEO) should be considered a necessity. SEO refers to the use of keywords and phrases that are relevant to your business, which is what your ideal audience searches for. SEO plays an integral role in every stage of the buying process, from initial research through decision making. Its importance is highlighted by the fact that 89% of B2B search users will use search to find information . Very few people make it to page 2 of search results. What is the reason? Why? SEO is essential, no matter what digital strategy you use.

PPC (Pay-Per-Click)

SEO might not be able to solve all your keyword ranking problems. Although SEO is a powerful strategy, it can be difficult to rank high for all terms. It requires a lot more work, including content writing, keyword research and link building. PPC allows you to rank on the first page quickly and with fewer Google requirements. Your business is charged for each click that leads to your website, as the name suggests. Although this may sound harsh, it is a good idea. Despite 2020’s challenges the total B2B advertising dollars for Search actually increased. This indicates that ad space is becoming more competitive. Google search PPC is most effective towards the end of the funnel, with’ ready to buy’ keywords or transactional keywords. Users who click on an advertisement are half as likely to make a purchase or pick up the phone, or submit an RFP, than users who search for organic results. PPC can be used to close keyword gaps and increase your competitive edge.

Content Marketing

SEO practices are closely tied to content marketing. Content marketing should provide information that will help your customers make the purchase decision. This will help you build trust and familiarity with your customers in the future. Blogs, eBooks and case studies are just a few of the many types of content that you can use to market your products. This information is meant to be informative and relational, not transactional. 96% of B2B buyers stated that they had reviewed the content and sought out leadership and authority to assist them in making purchasing decisions. By attracting prospects, content marketing is the most effective in the first part of the funnel. This allows your business and brand to be relevant to consumers as they search for solutions to a problem. It also helps to build credibility. By tailoring your content to the needs of users, you can create content all through the buyer’s journey.

Social Media Marketing

Social media can be a great way of expanding your reach at a much lower cost than other marketing strategies. You can create organic posts for your business page as well as sponsored ads to reach people beyond your existing followers. Social media is a great tool when it comes to remarketing by showing new content/services/products to past website visitors. Many B2B marketers know that social media can be a great tool for delivering the content you create on your website. Nearly 96% of B2B marketing professionals use LinkedIn to share content. 83% use it to run ads. This makes it the most popular platform for content distribution ( Sprout Social). Social media, just like content, is key to building trust and establishing relationships with your customers.

Email Marketing

Email has stood the test of time and will continue to be the preferred medium of communication for B2B professionals. Email marketing is a powerful tool in the buying process. It helps to establish brand awareness, keep customers informed, and encourages repeat business. Email marketing is a great way to keep your audience in the forefront. Even though they might not be ready to take a decision, they will remember you once they are. It’s a great way to distribute content, just like social media. You can provide customers with expertise and information, and establish yourself as an expert in your field. This is a great tool to segment your audience based upon their behavior. You can, for example, create lists of leads that are based on who signed up to receive more information about your product. Retargeting past buyers can be used to remind them of new shipments or suggestions for products.

Creating Your Marketing Strategy

We would all be killing digital marketing if time and budget weren’t a problem! This is unfortunately not possible for most people, so we have to make decisions about where to spend our money and time. Here are some steps to help you design the best marketing strategy. Assess what is working and what isn’t. You can do this by reviewing your Google Analytics data to see where your traffic is coming. To determine which channels are performing well, you can look at behavioral metrics such as bounce rates and conversion rates. Do you see a lot of blog traffic but not many conversions? Perhaps your first step should be to better leverage the content. Are you getting amazing results with specific techniques and tactics for your PPC campaigns. Perhaps it is time to test new techniques and expand your PPC campaigns.

Learn from your competitors. You don’t have to copy what they do. Instead, focus on the tactics they use, their messaging, rankings, and ad placements. Try to imagine yourself as your customer and what research they would do if they were searching for your service. Do you see other companies in places that you don’t? Consider which companies seem to be authorities as you look at the available options. These are the areas you need to evaluate and where you might need to improve your competitive edge. Do not put all your eggs in one basket because anything could happen. You might be approached by a competitor to open a new territory in your area, or you could become the victim of a pandemic. Flexibility is key and you shouldn’t be tied to one strategy. You must be able to adapt to market changes and respond quickly, even if they are unexpected. This overview of the most successful digital marketing strategies should give you some ideas for your 2022 digital strategy. Each of these strategies works best when combined with another strategy. Diversifying your channels is the best strategy for digital marketing! Let’s chat if you need help getting started or if you have questions about your marketing. Top Floor can help evaluate your current efforts and guide you to the best digital marketing strategy. Contact us today.


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