Digital marketing employs the use of SEO to make sure that your company ranks higher in search results therefore boosting its chances of attracting potential customers. However, one major and common mistake content creators make is that in the quest to rank higher, they lose direction and end up writing for the algorithm rather than for the people. This is mostly because people treat their content as a means to sell more of their product rather than building an engaging, ever-growing presence. As a result, any and all content created becomes irrelevant almost as soon as it is posted because it is so commoditised which makes the money spent on digital marketing a complete waste.
The vast majority of people who claim digital marketing did not work for them happen to use a blanket strategy which is more often than not a recycling job that has probably been used somewhere else. This makes a digital marketing strategy stale as it does not directly target your users. This is a far cry from the human to human marketing that digital marketing and SEO are tailored for. Digital marketing can be expensive especially if you are the proprietor of a small or medium sized company which is why it is important to ensure you get a good return on investment when you decide to take it as a marketing strategy.
So, the question remains, what do you have to do to make sure that you monetise your content without losing touch with your clients?
- Quality content is the number one thing you need to do in order to monetise your content. Simplified content that is easily understandable resonates with your audience. Therefore, being consistent in your content production creates a following. A good way of measuring this is to make sure that your website doesn't have a high bounce rate.
- If you believe you have quality content but have a high bounce rate then you will need to solve issues on your site which can help reduce your websites bounce rate. By improving your experience for users, your content is more likely to be consumed and customers are more likely to share or convert.
- Use keywords to boost your rankings. I know this sounds a little like an oxymoron, but when used correctly, SEO is a valuable tool in digital marketing. To help you ensure that you don't come up with stale jargon on your website, you can use specific keywords to inspire content rather than trying to weave the keywords into existing content. You can keep the keywords in mind while writing so that you have them in a way that is not organic.
- Use headings to organise your text. This way you will be able to configure your writing and in doing this, you are able to bring into line the reader's expectations with your content. This will also be a helpful clue to use in search engines especially if you use the keyword in your heading.
- Make sure you describe your images. As they say, a picture is indeed worth a thousand words. However, search engines cannot deduce pictures on their own. So, to communicate the purpose of a specific picture, you need to provide alternative descriptive text for your images which is useful for your public when your images fail to load.
- If you really want to push the envelope then you can also optimise your website for voice search which will make your website more likely to appear for voice searches through Siri, Alexa and Google Voice.
In conclusion, digital marketing needs you to do more than simply being present online. It needs you to make your mark on social platforms such as Facebook and Instagram as well as maintain your ranking in the preferred search engines. In addition to achieving the traditional goals of marketing such as exposure, digital marketing ensures that you get more sales and build client relationship which will be valuable in the long run.