Once you’ve completed the hard work of developing your overall marketing plan you then get to move onto to budgeting and allocating funds, specifically your online marketing budget. There are so many options to choose from so how will you decide what will give you the most bang for your buck?
I recently read a great article from Manta, The Key To Marketing Your Website In 2016, and thought I’d share it. My take-away from reading it is that there are a couple of key elements to focus on: creating high quality content and search engine optimization.
High-quality content can interest, engage and convert your website visitors to customers. Search engine optimization helps you make your content readable and understood by search engines so you can increase your rankings. This allows people can find your website. You can have the greatest website in the world, but if people don’t know it exists it won’t be doing you any good.
As the Manta article states:
Content is the glue that binds together your online assets (website, social profiles, blogs, citations, etc.) into a cohesive, consistent, and authoritative voice; it is the fuel that drives your online success. And, of all the many types of content you can produce, textual content is the content type with which you should be most concerned.
Well-written textual content is essential to both on-page and off-page SEO, visitor engagement, conversion rates, and brand authority. It is necessary to properly promote images, video, e-mail campaigns, ad campaigns, and engaging social media posts. Investing in professional copywriting is money well spent.
I’d add that investing in SEO Services is also money well spent!
Following are a few snippets of additional information from the article. Click on the link provided above to read the entire thing.
Consider this: Google and other search engines glean the vast majority of information about your business from textual content. They cannot ‘see’ images and can not view video – they rely almost entirely upon textual content to learn.
Google, in particular, has made it abundantly clear that quality content is a major ranking factor:
“Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. ” – Source: Google
Well-crafted content that is targeted to your audience can help deliver repeat visitors, links and shares – all signs of engagement and a positive user experience. Well-crafted content will also keep visitors on-site longer, affording lower bounce rates and greater opportunity for conversion.
The bottom-line is still the ‘bottom-line’ and the end goal of your content development strategy is to convert visitors into leads. Be it social media, blog posts, or website copy, the reason we create content is to expand our customer base – and our wallets.
Developing quality, off-site content is the key to building your brand online. Company blogs, industry forums, LinkedIn Groups, and other social media platforms are just a few of the venues available on which to promote your brand.
What are your thoughts regarding your digital or online marketing budget and strategy? Please feel free to ask questions or share your thoughts in the comment section below.