Digital Strategy is the series of actions that help you achieve your company goals through carefully selected online marketing channels. These channels include paid, earned, and owned media, and can all support a common campaign around a particular line of business.
“A company’s degree of success depends almost exclusively on their ability to market themselves within the fabric of today’s digital environment.”
Sales & Marketing has Historically been a Linear attempt at Growing a Business.
Participating in a trade show only possess the potential to reach those who are in attendance with only minutes of potential engagement.
Participating in a direct mail campaign only has the potential to reach those that you mail with only seconds of potential engagement.
Billboards, TV ads, Cold Calls, all share these similar limitations, they’re all bound by the number of individuals they can reach and lack the ability to produce quality, consistent engagement.
The Internet is now a Conglomeration of Interconnected Software Applications with Limitless Growth Potential with Limitless Engagement Possibilities.
Inbound Marketing is any marketing tactic that relies on earning people’s interest rather than paying for it. By producing interesting content and providing user’s valuable information, an Inbound Digital Marketing Strategy attracts customers, makes the company easier to be found, focuses on “searchability”, and naturally draws customers to them.
Individuals search online for content that helps solve a problem. Inbound Digital Marketing is about positioning your company to be the solution to the searcher’s problem.
Rather than having to solicit prospects’ attention, Inbound Marketing refers to activities that bring visitors in. Inbound marketing earns the attention of customers, makes the company easier to be found, and draws customers inward.
The Google Algorithm is a Recipe of How to Optimally CONSTRUCT & GROW a Digital Business Network within the Framework of Today’s Internet.
The Google Algorithm Controls MOST of what we see when we use our devices. OVER 92% of ALL THE WORLD’S INTERNET USERS use Google Search to find the “RIGHT ANSWERS TO THEIR QUESTIONS” because “EVERYONE TRUSTS” Google Search and its ability to consistently provide users the “RIGHT SOLUTIONS TO THEIR PROBLEMS.”
63,000 Searches per second
3.8 Million Searches per minute
228 Million Searches per hour
5.6 Billion Searches per day
In order for Google to provide users with the best solution to their problem, Google’s ranking system sorts through hundreds of billions of web pages in a fraction of a second. Then, lists the results for the user according to rank.
Search Engine Results not only depend on the relevancy of the content but also the validity of the source. Consequently, Google ranks sources specific to each Search.
Google’s Internet is based on a MERITOCRACY.
Not only is the quality of content important to Google, but so is the authority of the source. Google’s objective is to provide their users with the most quality content from the most credible sources.
“The perfect search engine will understand exactly what you mean and give you back exactly what you want”, Larry Page, Co-Founder of Google.
The ability to be found is one of the most imperative components of any digital marketing strategy. How can people buy from you if they can’t find you?
At the outset, the primary purpose of a website was to create a first impression. However, today’s customers place a greater value on transparency. As a result, they now expect to participate in the corporate environment.
With the evolution of Web 2.0 and the focus on collective intelligence, New Websites have evolved into interactive, user-centric, virtual command posts.
New Websites focus on providing “Value to the User” If you don’t Provide Value, the User will go Elsewhere
What is a Website?
A Website is a Collection of Indexable Web Pages
What is Web Page?
A Web Page is a Collection of Content (Text, Images, and Videos) Purposefully Arranged to Highlight What You Do and How Well you Do it.
What is the point of creating Web Pages?
It’s an opportunity to illustrate your expertise and compel prospective clients to Visit, Engage, Learn, and Interact with your Business.
Content Management Systems are the New Websites and the MOST IMPORTANT COMPONENT of Today’s Businesses
The Virtual Storefront
Content Management Systems (CMS) are “The New Websites”. Think of a CMS as a Virtual Storefront – When you walk into a store, how do you choose a product? Do you like to browse? Do you like to analyze? Do you like to watch a video of the product? How do you figure out if that product will be right for you?
User Experience Design (UX)
User Experience Design is the process of enhancing user satisfaction: improving usability, accessibility, and pleasure provided by the interaction between the user and the business. Providing the user with an interactive and customizable flow of information conveys one’s story in a way that is uniquely useful.
Digital storytelling keeps users engaged, creates a valuable experience while reinforcing a company’s expertise and credibility. Interactive technology allows us the ability to guide our audience through a compelling narrative while affording opportunities to drill down to the user’s specific desired details.
Importance of High-Quality Content
Content Marketing is the art of communicating with your customers and prospects without selling. Forget Key Words, Providing high-quality content is the single most important aspect of Content Strategy.
The content on your site can make or break whether or not your desired audience will find you.
Inbound Marketing refers to activities that earn the attention of customers, makes the company easier to be found, and draws customers inward.
Individuals search online for content that helps solve a problem. Inbound marketing is about positioning one’s company to be the solution to that problem.
Location, Location, Location
Where would you like your virtual storefront to be located? If you had your choice, would you prefer your storefront be located in Nowhere, Oklahoma (Real Place) or on Madison Avenue in New York City?
Having a well-designed website with a limited web presence is similar to having an incredible superstore in the middle of nowhere.
Your company may offer superior products and or services. But, if your company’s web pages are not optimally constructed, prospective customers will never find you.
An important aspect of improving searchability is optimizing one’s assets or Digital Asset Optimization (DAO). Similarly to how Search Engine Optimization (SEO) improves web page placement, Digital Asset Optimization improves visibility and clickability of all of your digital assets. This includes images, videos, social media profiles, and business listings.
Optimizing assets not only makes one’s products more appealing and more visible to prospective clients, but it also makes all of your assets appear more often in Search. More impressions will lead to more clicks, more clicks lead to more traffic, more traffic will lead to more inquiries, and more inquiries will lead to more business.
It’s made up of more than 200 factors, more than 10,000 subfactors, tweaked up to 500 times per month and operated by Artificial Intelligence.
The Google Algorithm is a comprehensive guide or rule book explaining – How the Internet Works – How the Entire Infrastructure of the World Wide Web Functions – How each Interconnected Website Influences the Next.
The Google Algorithm is a Digital Marketing Protocol – How to optimally construct web pages and develop websites in order to maximize engagement, increase exposure, how backlinks and social media interactions popularize one’s domain, how our entire digital ecosystem behaves and operates.
Not ONLY are On-Site SEO Initiatives: (Content Quality, UX Design, PageRank) Important Components of a Sound Digital Marketing Strategy, but so are Off-Site SEO Initiatives: (Content Strategy, Link Building, & Domain Authority).
The Google Algorithm is a Recipe of how to Optimally CONSTRUCT & GROW A Digital Business Network Within the Framework of Today’s Internet
Important Components of a Digital Strategy:
Creating an appealing, consistent, digital presence across Google’s Network is Vital for Present and Future Success.