Digital marketing means reaching people where they are in the digital world. As the internet and technology in general continue to grow exponentially, Canadians are spending more of their time on the internet. Websites, blogs, and video channels have become the places where people turn to for news, socialization, entertainment, and shopping, transforming the digital marketing industry into a multi-billion-dollar affair. Having a presence online can give a tremendous boost to your business, and if you’re just starting out, or you’re wondering why you haven’t had the returns you hoped for, here a few of the basics you should take into account.
Home Page. A big question a lot of people ask is whether they need a website of their own. Yes, of course, a website is always good to have, but there are some businesses, smaller ones especially, that get along very well with only a social media page. If you are on social media, and it’s not a bad place to be with nearly 70% of Canadians daily signing into their accounts, update your photos and posts regularly. It’s highly recommended you start with the big ones, such as Instagram and Facebook; yet, on the other hand, it’s more important that you use the venue most appropriate for you, whether that be Twitter or YouTube. And use it to the full.
A lot of businesses haven’t the means or interest in maintaining a healthy presence on every possible site, and it isn’t necessary. It’s a more efficient use of your time, energy, and money to be focused on one page in LinkedIn than to be scattered over a dozen websites you visit once a month. Whatever platform you choose, your homepage should announce your company with full-blown trumpets. Practically speaking this is done with layout and design, and photos. People usually decide at a glance whether or not they want to stay on a website or return to their search page and keep looking. That’s why you should make every one of your pages visually optimized. Catch their eye and hold it.
Technology. Consumers now expect an immersive online experience, and with the development of target-based advertising, it is possible to reach potential customers at the right time and the right place. Ensure that all of your presentations, particularly your emails, are perfectly compatible for mobile devices, as that is quickly becoming the primary and most convenient way people access the web. Follow the latest online trends to match the information with your website. Familiarize yourself with any and all changes to Google search technology and the tools at your disposal. And when it comes to keywords, don’t be afraid of using long-winded ones that pinpoint your business more accurately. On a final note, be sure to visit and review your company’s knowledge graph, which appears on the Google search page, knowing that it will be the first impression many people have of you.
Content. In the race to be relevant, remember that ultimately you are not advertising to search engines. Google algorithms will not be calling your office to place an order or leaving you public reviews online. People will. And people know when they are the focal point of attention. It’s not difficult to tell when the language has been designed for human ears and when it is geared for analytical machines. Create content that resonates with your audience, establish a personal and emotional connection. The key is engagement. You never want to be perceived as stale, outdated, or stagnant. Put effort into making meaningful and deliberate content; no copy and paste, no borrowed stock photos, and no recycled videos.
And lastly, when someone bothers to reach out to you with a question or to make a complaint, always, always, ALWAYS, reply in a timely, courteous manner. I cannot stress this enough. Make that connection with people. You believe in your product or service; now it’s time to tell others about it and tell them in such a way that they won’t easily forget.
