Digital Marketing involves the use of online content to promote a product or service, in order to generate leads and sales for a business. When planning a digital marketing strategy, the AIDA Model can provide a visual representation of a customer journey from awareness, to interest, desire and the action of buying a product or service. Customer journey mapping can be used to evaluate each stage of the AIDA content marketing funnel. An important part of digital marketing is SEO, which is being impacted by AI Search.
The Internet enables small and medium sized enterprises (SMEs) to reach their target audience and compete against larger companies on a more level playing field than is possible when using traditional print and broadcast media. Before investing resources in digital marketing, business owners should plan a strategy, with clearly defined goals, to reduce the risk of wasting time and money. Planning a B2B digital marketing strategy for SMEs draws upon an understanding and effective use of search engine optimisation (SEO), keyword research, organic and paid search, web analytics and marketing tools and the impact on SEO of AI search.
Building Customer Relationships
Lead Magnets and Email Lists
Businesses competing for the attention of potential customers online frequently use digital marketing strategies that include organic and paid search. SEO (search engine optimisation) and keywords have formed part of this strategy since the 1990s. However, when people find that AI generated search results answer their questions, this reduces the need for them to visit a website, leading to falling search traffic for many businesses. Therefore, while good SEO principles remain valid, ROI for B2B and B2C audiences is declining.
As competition for customer attention increases, it is of greater importance for businesses to engage more directly and effectively with potential and existing customers. A proven method of developing long term customer relationships is an opt-in email list, which can be built by offering lead magnets, such as eBooks, how to guides and courses, in return for customer email addresses. Content customers will value, such as case studies and industry news, can be shared via email sales funnels and scheduled email newsletters.
Search Engine Optimisation
Search engine results pages (SERPs) rank webpages, according to factors such as page speed, relevance, quality and backlinks. Therefore, internal pages can rank higher than the home page in search results for keywords. When people click on a link in SERPs and visit a webpage, their behaviour can be evaluated. Factors measured include time spend on a page and if they visit other pages in a site, or leave before doing so, called bounce, indicating content didn’t meet their needs. Providing relevant content can increase engagement, sharing and quality back-links, prompting search engine algorithms to rank pages more highly.
Most people click on the first links in search results leading to competition to appear at the top of the first page of search results for relevant keywords. In the past various tricks were used to gain an advantage, but they can result in content being penalised. Good SEO involves delivering web pages that provide a good user experience and relevant content, which search engine algorithms are more likely to rank highly. There is competition among search engines to deliver the best results, but Google has the largest market share, which leads to businesses prioritise attracting organic traffic on Google.
Keyword Research
When people search for content online they use related words called keywords. The search for words and phrases that potential customers are likely to use is called keyword research. Tools such as Google Keyword Planner, SEMRush and Ahrefs can be used to find suitable keywords and phrases for use within web page content, image alt text, titles and headings. They should accurately reflect content subject matter and could be included in the web page title and description that appear in search results, helping people find information.
The use of appropriate keywords, which occur naturally within content and are not overused, could increase on-page engagement and reduce bounce rate. The identification of keywords that the target audience of a business are searching for could also suggest topics for content likely to engage their interest. For example, the keywords ‘cloud storage’ and ‘cloud computing’ are frequently searched for, but widely used in content. Less competitive long-tail keywords can also attract traffic. For example, ‘affordable cloud storage for businesses’, or ‘cloud services for remote teams’ could be suitable for blog posts.
Organic and Paid Search
Website traffic could be the result of organic or paid search. Organic search build traffic over time, by creating content that attracts and engages visitors. In addition to effective SEO and keyword research, a business that can establish credibility as an authority in its sector could attract backlinks, a higher position in organic search rankings and increased organic traffic. Although the process of building organic traffic is time consuming and competitive it can be an effective way to build reliable traffic long term.
Paid marketing can begin attracting traffic when the adverts are activated, but skill is required for it to be cost effective and deliver optimum results. Terms used in paid advertising include Pay-Per-Click (PPC), Cost-Per-Click (CPC), Click-Through Rate (CTR) and Cost of Acquisition (COA). Suitable keywords and relevant quality landing page content can reduce advertising costs and boost sales, making adverts more profitable. Paid marketing campaigns can improve discoverability, helping to drive traffic until organic marketing begins to deliver results. Good copywriting can help both organic and paid marketing.
SEO and The Rise of AI Search
Increasing use of AI search has led to a significant decline in the organic traffic received by many websites, reducing leads and sales. Traditional search delivers multiple results, while artificial intelligence powered search can provide one answer that AI determines is the best available response to a user question or request. Reducing the need for people to visit web pages might be convenient for users, but for content creators and SEO professionals this is a challenge. Read more…
Web Analytics and Marketing Tools
Marketing metrics can provide a deeper understanding of how a business is performing online. Data collected using website analytics tools can be analysed and reports produced that inform decision making. For example, by analysing site performance and traffic source data, user behaviour and demographics, on-site engagement and conversion rates. Data analytics tools can be used to evaluate the performance of social media marketing, paid and organic search and email. This information can be used by a business to optimise their digital marketing strategy, improve user experience and boost conversion rates.
The metrics a business decides to measure will be influenced by their marketing goals, but some website metrics are frequently measured. For example; visitor numbers, page views, time on-site, bounce rate, new and return visits. Email metrics include; open, click through, bounce, conversion and unsubscribe rates. Social media metrics include; follower numbers, impressions and conversion rate. Lead generation metrics include; number of leads, conversion rate, cost per lead and return on investment (ROI). Metrics measured in eCommerce include; the conversion rate, average spend and number of items per order, number of transactions and overall revenue from sales.
Google Analytics
The most widely used web data analytics tool, Google Analytics can provide a business with metrics about their website including user demographics and page views. Tracking user behaviour against predefined goals, such as registrations or sales, enables a business to optimise content and design on their site to improve performance and return on investment (ROI) in different markets. Alternatives to Google Analytics that might serve the needs of a business include; Microsoft Power Bi and Adobe Analytics.
Google Ads, allows a business to use PPC advertising, based on demographics, location and suitable keywords, to drive their target audience towards relevant content. When integrated with Google Analytics a business can monitor and optimise the performance of their paid advertising to maximise ROI. Google advertising can appear within search results or display advertising on websites in the form of AdSense, generating a passive income for the site owners.
SEMRush
Key elements of a digital marketing strategy include content marketing, SEO, paid and organic search and access to web data analytics. SEMrush is a digital marketing platform that provides businesses with the tools they need to manage the various elements of their online marketing strategy. In addition to finding keywords that can help them to reach their target audience through organic and paid search, businesses can learn more about their competitors best performing keywords and backlinks. They can also identify relevant trending topics around which to create engaging content.
Website analytics data provided by SEMrush highlights issues that can impact performance, such as broken links or slow loading pages. Analysing traffic on their own site and those of other businesses enables an SME to more effectively direct their limited resources to get the best ROI. Metrics that can be analysed include visitor numbers and behaviour, most visited pages and traffic sources. Analytics reports can inform more effective data driven decision making, which can help a business achieve their goals. Alternatives to SEMRush include ahrefs and Google Search Console.
GTMetrix
In addition to content, usability and visual design, it is important when building a website to consider performance metrics. GTMetrix is a web analytics tool that provides metrics such as page speed and a breakdown of the load time for different website elements. Metrics to be aware of include; Time to First Byte (TTFB), Time to Interactive (TTI) and Largest Contentful Paint (LCP). They can impact search engine ranking and the effectiveness of digital marketing campaigns.
Reports can be generated that highlight factors impacting performance on different devices and in different locations. The reports can provide suggested improvements, such as compression and caching. There are various GTMetrix plans available, that can be used to optimise website performance. This can improve user experience, boost page position in search engine results pages (SERPs), increase engagement and reduce bounce rate. Alternative testing tools to GTMetrix for measuring website performance include Google Page Speed and WebPage Test.
MailChimp
Email marketing continues to be among the most effective methods of reaching a target audience. The MailChimp email marketing platform provides templates that can be used to design customised email messages, newsletters and email sales funnels. Audiences can be segmented according to demographics, location and previous engagement. There are tools that enable businesses to plan, launch, monitor and manage automated email campaigns. In addition to website landing pages and eCommerce integration, MailChimp can be used to manage social media marketing.
Offering both free and paid plans, MailChimp can be scaled to meet changing requirements of a business. It provides web analytics tools that can track metrics such as open, click-through and conversion rates, enabling email design and content to be optimised to improve ROI. It can also be integrated with other marketing tools, such as Google Analytics, to produce comprehensive reports. Alternatives to MailChimp that might suit particular requirements of a business include; HubSpot and Constant Contact.
Building Customer Relationships
When a business gives a person something free, which has perceived value, that person is more likely to form a positive impression of that business. For example, people will be more inclined to read content that is informative, useful or entertaining, rather than an overly forceful direct sales pitch. Sending engaging newsletters to email list subscribers and publishing regular blog posts, featuring content that resonates with the target audience, are proven methods for establishing and building long term customer relationships. Including clear benefits and calls to action can over time generate more leads and sales.
Blog posts should appeal to a broad audience, as they could attract a technical and non-technical readership. Providing useful and inspiring content could attract a loyal following and enable a business to build their reputation and strengthen their brand. However, it takes time to establish a following online and requires regular delivery of good quality content that people want to read. Email newsletters can complement blog posts and when people feel motivated to read and share the content that a business posts online this can also attract backlinks, boost search engine ranking and increase the organic traffic a website receives.
Market Research
Before launching a new product or service, a business should determine if it is viable, by ensuring sufficient customer demand exists, or can be created. Rapid change means that technology companies are particularly aware of the need to recognise the trends and opportunities in their sector. Market research involves the collection and analysis of data that will help a business to measure demand, trends, market size and the competition. Developing an understanding of market conditions and potential for a product or service can guide decisions related to features, benefits, pricing, branding and marketing.
Customer Research
Customer research can be carried out along side market research, but aims to improve audience engagement and user experience, by learning more about the preferences and motivations of customers in their buying decisions. Rather than the broad analysis of a market, the aim is to increase customer satisfaction and loyalty, to generate more sales. This can be done by collecting relevant data and feedback from customers, which is then used to develop customer profiles and deliver a more personalised customer experience.
When planning a digital marketing strategy, a business could use surveys, hold interviews and run focus groups, in which a representative sample of the target audience user tests a product or service and answers relevant questions. Reading reviews and social media comments might reveal customer wants and needs. It might help a business identify strengths, weaknesses, opportunities and threats. Awareness of customer research data can also help a copywriter to write content that is more likely to engage audience interest.
Customer relationship management (CRM) software can be used to store data, enabling customer interactions, leads and sales to be tracked and recorded and information more efficiently analysed. Performance metrics, such as email open, click through and conversion rates can be measured, along with onsite tracking, to optimise digital marketing strategies. Behaviour including reading blog posts, downloading reports or watching videos can be tracked, along with responses to calls to action (CTAs). Reports, with charts and graphs, produced using such data could inform the planning of digital marketing strategies.
Relevant information could guide decisions when planning a digital marketing strategy, copywriting content or determining if a course correction is required. Using The Five Factor Model, when creating personalised messaging, could increase its effectiveness within content such as landing pages, articles, blog posts, eBooks, white papers, case studies, email newsletters and email sales funnels. Based upon customer feedback, A/B testing and by analysing data such as open rates and response rates, an iterative process could be employed to develop a digital marketing strategy that both attracts and retains customers.
Conclusions
Standing out in a competitive market is difficult and even the best product or service will not sell if it cannot be found. Accurate market and customer data suitably analysed and acted upon can help a business to develop an effective digital marketing strategy. Content that attracts the attention and engages the interest of the target audience can generate leads and sales, helping a business establish a growing customer base and increase their profits.