Digital Marketing strategies for your Website

1. Digital marketing strategies for your website

2. Introduction • Digital marketing is never static and always evolving with technological advancements and marketing waves. So a perfectly optimized website devised in 2014 is no longer viable and productive, be in par with the competition and lead your website with right digital marketing strategies.

3. Check your tech • Technicality is crucial in digital marketing and superfluous technicality aids in the smooth functioning and better implementation of strategies. Knowing the budget allocation would help gain information on the gap in workflow and would save time and money. Check out for the kind of voicing personas prefer, the way in which message is aligned in the channel consistently. Also look out for the social platform most buyers or potential leads frequently use and for scheduling and monitored engineering

4. Core platforms include: • CMS (Wordpress, Drupal, Kentico, Sitecore, Squarespace) • Marketing automation(Marketo, ELoqua,Dardol,Hubspot) • CRM (Salesforce,MS Dynamics)

5. Optimize SEO • Perfect Search Engine Optimisation equals the battle of digital marketing half won. It is all about making your content, products services and website optimised for search engines. Limiting to Google is statuatory for digital marketing, expand your optimization to other search engines as well. • Audit SEO score for B2C and B2B as well. A SEO specialist must check whether the content is optimised with proper focus on keywords that have higher traffic. Also remind to use Google friendly formatting and make sure that the URL structure is similar to product key. Use SEO tools to frequently check the overall score of product page and decide on necessary modifications. Same SEO auditing needs to be done for all digital assets including campaigns, case studies, blog posts.

6. How to track? • Traffic Use Google analytics to track the traffic no matter if it is organic, paid or referral. Make use of the analysis to get rid of the follies and ensure that there is tremendous traffic buzz in your website. • Heat map analytics Use heat map analytics to determine where people mostly click on your site. Check out the overall time one spends on your page and track how the visitors get converted to buyers. Also look for the most resonating content and generate viral content from the knowledge. • A/B testing Test different subject line and calls to action. Look for what approach attracts most clicks.

7. Measure content reach • It is crucial part in B2B marketing strategy. Strategically check out what content topics types and messaging is effective in marketing. It is adi-visable to check the internal and external reach of content. • Checking the external reach of content is difficult and no content effectiveness measuring strategy has yet been devised. It can only be checked through clicks and downloads. • External content measuring can be done through checking • Number of engagement per month that caters to downloads , page views • Number of engagement per month by content type, persona and sales stage. • 10 most engaged assets per quarter • 10 most shared assets per quarter

8. The overall strategy of internal content measurement is crucial. If sales, customers and internal teams does not find content as valuable then the whole labour would be a waste of time and money. Internal reach can be checked through: • Number of month over month internal view of assets • Number of month over month internal download of assets • Number of month over month internal shares of assets via social platform • Amount of month over month referral traffic from internal shares.

9. Track social channels • Social media marketing helps in overall presence and reach of your website .Integrate most of the social media channels in marketing strategy and tracking its performance is also pivotal. Social media for B2B is not just about likes and retweets but in the way in which potential buyers are driven deeper into sales cycle, motivated to engage, checking landing page or requesting demo and so on. • Track the number of shares or reposts by leaders • Track the number of shares or reposts by influencers • Tools like SEM rush, Google analytics can be helpful and even social media applications like Facebook insights provide its social media analytics, social metrics, enlist the time of the day most users are active, post reach and engagement.

10. THANK YOU Presented by Digital Marketing Canberra