The realm of digital marketing is forever evolving, in line with the vast volume of what we can find through the seemingly endless Internet. The online experience is living and changing as rapidly as new companies emerge on the landscape, and as swiftly as those monitoring, managing, and ranking each website’s presence decide that it should.
Despite the glut of propaganda, opinions now voiced as fact, and variety of agendas hidden beneath the available copy, truth still exists online. The truth about digital marketing is that success arises from the right combination of: traditional marketing, social media marketing, and appropriate awareness of a search engine’s influence.
After all, nothing functions in a vacuum. Just as no company can expect to circulate one single press release and suddenly become a recognized brand, each of the components in digital marketing are interdependent. They all influence, and should complement, each other in order to compound the collective results.
Ultimately, the purpose of marketing is to speak to your audience in a language they understand, educate them about why you are special amongst the competition, and guide them toward a purchasing decision in your favor. In digital terminology, this translates to: the brand message should create traction through engagement, and lead to conversion.
Conversion here refers to website visitors who are converted into buying customers. While this is certainly the simplified version, it is the fundamental purpose for all marketing initiatives.
Following this logic, we can more clearly see why establishing traditional foundation of an effective brand identity is the essential starting point. As with an individual’s personality, each company must express who they are to their audience. In order to do so, they must know: who they are, why they exist, what makes them unique, and whether there is a driving purpose for the market to buy from them instead of the competition.
This is the simplified essence of what a brand identity needs to convey, through images and message content, on each company’s website. Those who skip this step and go directly to marketing initiatives and search engine considerations will soon be disappointed with their results.
After all, it is this brand identity and brand message that is the source to draw from when attempting to effectively position social media marketing campaigns. Furthermore, it is on the basis of this content that search engines will begin to evaluate and determine site rank and worth.
Search engine optimization (SEO) and search engine marketing (SEM) can been important and useful to employ, once the core foundation is in place. Enlisting the counsel of an NYC SEO Expert, from a reputable New York SEO Company, will indeed enhance the understanding of what is necessary to influence a higher rank. However, unlike 5 years ago, a rank level cannot be manufactured. No new company website can be catapulted to a #1 ranking overnight.
Search engines rework their algorithms regularly. Ongoing versions continue to evaluate in favor of organic, community-based preferences that demonstrate genuine website popularity. As such, it is important to understand how to drive traffic and interest to the website via compelling content, as well as through connections with other sites that have an established and reputable presence online.
While there is much to know in order to succeed in the realm of digital marketing, this article intends to provide awareness of some key elements. Subsequent articles will augment what is provided here as a baseline.