A sound digital campaign helps grow your business.  Five features that cultivate business growth using digital marketing include: Search Engine Optimization (SEO), Listings Services, Reputation Management, Digital Advertising, and Social Media Marketing.  In her upcoming blog series, Legion Digital Marketing VP of Content, Dr. Kelli Criss, describes 5 Ways to Grow Your Business With Digital Marketing.  Over the next few weeks, her blogs will highlight a different element of successful digital marketing campaigns.  Here is a quick preview:

  • Search Engine Optimization (SEO): Improving SEO helps your website rank higher, get noticed, and drive more sales.  What’s the big deal about ranking well on sites like Google and Bing?  The reason is 80% of consumers search online before making a buying decision.  With higher rankings, your business is more visible and thus, competes better online.  In part, SEO involves using content as a relevant driver of search engine rankings.  Content that’s compelling and audience-targeted boosts your site’s authority and relevance.  We linked this topic heading to the Google SEO Starter Guide for more information.
  • Listings: Businesses should employ the most comprehensive business listing solution available.  They’re usually affordable and make a big difference in getting on the customer’s radar. A Listing Builder harnesses the power of presence management tools like Google Insights, Listing Sync, Listing Distribution, and My Listing.  Accurate listings in relevant directories ensure that consumers can find your business, web address, phone number, and street address.  Seems overly simple – we know. Yet, most companies have incorrect information listed in important directories.  Translation – your potential customers are lost.  Check out the Google My Business hyperlink in this topic heading.
  • Reputation Management: Managing your reputation involves showing up where people are looking by improving your search rank.  Identifying online inaccurate or missing online business listings from essential directories like Google, Facebook, and Bing boosts your search rank.  Hearing what customers are saying all over the web means monitoring when your business is mentioned in a variety of sources, namely, new sites, blogs, and social networks. One critical law of reputation management: Never leaving an online criticism unanswered.  Answering critical comments allows you to respond with contrition and make some effort to remedy the customer complaint.  Leaving no response to critics on the internet means you’ll lose business.  Finally, staying informed with automated reports and alerts happens every time new information about your business is found.  Executive reports break down how your business is faring in online conversations and helps you understand what to do.  Google’s online tips for managing your reputation are linked in the topic heading.
  • Digital Advertising: Digital advertising promotes your business across search engines, social media channels, and other websites relevant to your customers.  Businesses can now leverage cutting-edge technologies to promote your business to a hyper-targeted audience, including your competitors’ customers, people nearby, past customers, and more-without compromising consumer privacy along the way.  Closing a sale often starts with customer interactions so it’s essential to track specific keywords in every phone conversation to gauge your customer’s intent to purchase (e.g. “make a reservation” or “schedule a service date”).   Furthermore, tracking must report when your ads result in actual store visits.  You should expect monthly reports clarifying how much revenue you’ve generated based on your average customer value.  A full range of services should include creating campaigns, designing graphics, targeting the right people, reviewing data to optimize over time, and generating revenue reports so you know it’s working.  The “Digital Advertising” hyperlink will take you to some helpful Facebook resources.
  • Social Media Marketing: Social marketing complements SEO, generates leads, promotes your content, and helps you communicate with your followers. You can schedule your content for all your networks at once, generate new leads and interact with your existing client base – all within our innovative social media tool.  A good digital marketing campaign employs social reporting and analytics to find out how your business is performing with post breakdown, audience reporting, and Key Performance Indicators (KPIs) that identify the success of your social media strategy.  We like LinkedIn’s Sales Navigator Guide for ideas on how to leverage their important platform.  Simply click on the “Social Media Marketing” heading to learn more.

If you’re looking for immediate help with your digital marketing – from website development to digital advertising – visit our Products and Services web page to see how Legion Digital Marketing can help!  And don’t forget to come back next week for the second installment in this series!

By Kelli Criss, PhD