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Digital Marketing to Grow Your Business

By: Eryn Sorensen, ICS Consulting, Inc.

Digital marketing includes two components: website and inbound marketing. Both play a significant part in allowing your firm to track, target and engage your key audiences. We have learned that traditional advertising efforts alone are not enough in our ever-increasing digital marketplace. Traditional advertising efforts coupled with digital marketing can provide significant and positive results for your firm.

Matt Ashley, Vice President of Client Operations at Triton Commerce, provided an in-depth program to SMPS attendees on December 7th, 2016. Matt has represented some of the top consumer electronic brands throughout the United States and has assisted hundreds of companies in digital marketing. Initially, Matt posed two questions: 1) How many of you have a website? And 2) How many of you have an Inbound Marketing Strategy for your business? He then stated that having one without the other is almost the same as having neither. That is the pertinence of digital marketing at its core.

The #1 overall goal that business owners stated to have a website is to increase sales. Every firm wants to see an increase in sales, but how does a website meet that achievement effectively on a consistent basis? A website should have the following criteria:

  1. Professional Impression: Does your website provide credibility and strengthen brand awareness?
  2. Qualify Leads: Are your leads always the best leads?
  3. Schedule: Are potential new customers able to schedule an appointment? Share an event calendar?
  4. Quote: Does your website allow prospects to request a quote?
  5. Call: Does your website offer an easy click-to-call option?

In this fast paced world, firms have very little time to make an impression on a consumer. Within the first 30 seconds a consumer visits your website, the site should describe the following items:

  •          What your business provides for your customers
  •          What makes your business stand out from its competitors
  •          Why they should choose your firm to do business with

Coupled with an effective website is mobile responsiveness – how well does your site perform on mobile devices. People are trending away from computers and more toward mobile devices including tablets. In addition, testimonials and reviews have become one of the most trusted sources for consumers, primarily millennials, to choose which business to support.

The other half of digital marketing is inbound marketing – which generates leads, drives conversion and increases sales by placing your company’s product or service in front of the audience who is searching for it. Inbound marketing drives new potential customers into your website, where your content is controlled. Four successful tactics of inbound marketing include:

  • SEO: Search engine optimization, making your website more appealing for various search engine platforms
  • Social Media: Various social media platforms can push your content to new potential customers
  • Blogs: Ability to easily share content and ideas about your company’s product or service
  • Pay Per Click: These campaigns allow your company to set a budget, obtain quick results and see a ROI

Each of these components, your website and inbound marketing, are unique but applicable in growing your digital presence for your company. Matt provided practical and applicable tactics to begin implementing in any firm. Digital marketing is successful when both halves are equally strategized, executed, tracked and evaluated. 

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