Traditional marketing channels such as print and TV are becoming less utilized as marketing shifts towards digital. So, how does a company restructure their marketing efforts to keep up with the ever changing digital landscape? Keeping up with the 4 S’s—Strategy, SEO, Social Media, and Search—will help bolster your company’s efforts online and get your messages heard.
Just like traditional marketing, your company will need a comprehensive digital strategy. What kind of content makes sense for your company? Is it video? Written? Photos? Where will your content live? What is the best time to post your messaging? How will you measure success? These are just a few questions your strategy should answer in order to break through the noise online.
SEO, or Search Engine Optimization, is a methodology used to increase the ranking or frequency a website appears in search engines such as Google, Bing, or Yahoo. The idea is, with improved visibility online, a company can potentially generate more traffic to their website. In turn, this can help generate new business leads and profits.
Adhering to best practices in SEO is fundamental to the success of your site. Besides great content and design, paying special attention to creating strong metadata, alt tags, and keywords will be imperative to search engines bringing your site up before your competitors’ websites. Check out this guide from Search Engine Watch to get you started on the building blocks of solid SEO.
3. Social Media
Social media is here to stay, and it’s crucial for your company to have a presence. While not every single platform will make sense for your business (which your strategy should help determine!), having an easily accessible outlet for consumers to engage with your company not only builds trust, but also helps to establish brand personality.
The final S of digital marketing is to search! Research digital marketing often, and get the latest updates on social platforms, web design, digital trends, and technologies that your brand could potentially implement into its own digital marketing strategy. With the pace online being so quick, it’s so important to stay up-to-date on what’s happening. Some great publications we like to reference are WIRED, Mashable, and CNET.