Over the last decade, the number of people doing business online has increased exponentially. Thanks in part to the ease of accessibility the Internet provides to anyone with a computer, smartphone, or other connected device, consuming information, products, and services is easier than ever. Millions of businesses in a wide range of industries have jumped on the bandwagon to capture some of the online momentum, but staying relevant in today’s ever-changing online landscape is not as simple as having a website and a solid product offering.
Businesses today must take charge of their online presence and how they are perceived among potential and current customers. Enter digital marketing – the notable shift away from traditional advertising through print and other media sources to online marketing initiatives. Digital marketing allows companies of all shapes and sizes to leverage online channels to reach a targeted audience. Social media, e-mail, and search engines all encompass digital marketing opportunities, as do websites and published content.
The world of digital marketing can be overwhelming, particularly to those businesses who are just joining the ranks online. However, there are some clear examples of success stories in digital marketing that are worth reviewing to determine how to use this form of advertising to promote business online.
A Comprehensive Approach
In many cases of digital marketing efforts, companies need to utilise several different strategies to reach an end goal. This has been the reality for a large medical negligence firm based in the UK. With a relatively new brand and recently updated website, the legal company wanted to take its reach further online while creating a strong reputation and brand recognition among potential clients.
Working with a UK digital marketing agency, the company employed a comprehensive approach toward its digital marketing efforts. This plan included increasing organic traffic to the website through link-building and relevant content marketing, search engine optimisation (SEO) to improve rankings, and boost onsite conversions over time. By encompassing each of these digital marketing strategies in its plan, the legal firm was able to increase overall conversions by 561%, boost organic traffic to the website by 36%, and improve organic user engagement by 5.42%.
Ranking higher on search engine results is also a strategic digital marketing initiative among many different businesses. Companies that are able to do so successfully have their page visited more often than competitors, as online users tend to click on the first two or three results before any others. One success story with a search engine optimisation strategy is connected to a well-known financial technology firm based in the United States.
Although the company has a large customer base for certain products, it recently developed a new offering to help with website building and design. The company worked with a digital strategy firm to create keyword relevancy throughout its website content for the updated product. This allowed for increased SEO that provided higher rankings in search engine results among interested potential customers.
Social Media Campaigns
Social media is a substantial component of digital marketing strategies for many companies, large and small. Having the ability to create relevant content that is shareable through social media can extend a brand’s reach exponentially. One grocer in the US wanted to do just that, incentivising potential customers in a small local area to frequent its store instead of competitors.
Instead of taking out traditional print ads or advertising through other channels, the company decided to lean on the power of social media to reach its goal. A combined social media strategy using geographic targeting, image rotation, and demographic testing helped drive more than 15,000 individuals to a single location through one round of digital ads. An additional coupon campaign with similar tactics increased engagement with the brand by 400%.
E-mail Marketing Strategies
Finally, e-mail marketing can be a viable strategy for reaching current and prospective customers over time. According to a recent study, e-mail marketing done the right way can increase a company’s return on investment by 122%. A well-known rideshare company operating on a global scale may not seem as though it needs an added boost of engagement from its customers or prospects. However, it continues to increase its market share through targeted e-mail ads.
The rideshare company is praised in many different digital marketing spaces for having one of the best e-mail marketing efforts out there. It delivers clear messaging that is short and to the point, often with an incentive for customers to utilise the mobile app for a ride in the near future. The ongoing on-brand e-mails keep the company in front of its customers consistently.