Digital Marketing Strategy: The Big Three Tactics
When companies come to us and ask about a digital marketing strategy we always tell them about the big three:
Search
The first tactic is to ensure you get found in search. This can be one of two ways, either organically or paid. According to Pew research 92% of online adults use search engines to find information online and 59% use them every day. This is the yellow pages of the modern age. Looking for a plumber in Houston, Texas? You google “plumber Houston Texas” to find one and then go to their website. Since 92% of the online population is using search to find information online, its imperative for companies to have a search strategy so people can find them and not their competitors.
The second tactic is email. Email is a great tool for people to use for brand awareness as well as impulse buying. People use email daily and over 1 trillion were sent in 2010. Email however must be done via invite only. People will tell you they want to be on your email lists and what they want to receive from you and it’s a brands job to deliver those emails on a regular basis. Search is a great way to bring people to your site and email provides a conversion method to keep them aware of your services and your products.
Social
The third tactic is social. 69% of online adults now use social networks. This tactic is almost a hybrid of search and email due to the now omnipresent “like” button. People will now use Facebook or Twitter to search for a particular brand, service or person. However rather than redirect to your website, they will opt to receive more news from by following you. This would be analogous to a person finding you via search and filling out an email contact form, but it’s much easier as it’s one click away.
Taken together the big three and provide a steady and increasing stream of traffic to your website.