7 Ways To Expand Your Business Through Digital Marketing in 2021

So many businesses are slowly focusing on the digital aspect of their business, recognizing the opportunities that come with having a strong online presence. Big or small, digital marketing can have a big impact on your business if executed correctly, which is why I am here to help. Fundamentally, there’s a lot more to Digital Marketing than just search, in fact, Digital marketing is an ever-evolving mix of different digital channels that you can use to promote and drive value to your business. While most people think of SEO and SEM when it comes to digital marketing, and while yes, they are a big part of it, there are also other crucial channels to look at when trying to optimize and prepare your business to excel in the online world.

  1. SEO (Search Engine Optimization): The process of aligning the various elements of your site (tags, content, data, information, links, etc.) with the best practices of search engines, so that you can rank as high as possible in search engine results.
  2. SEM (Search Engine Marketing): The process of implementing search and display campaigns on advertising platforms such as Google Ads and Bing Ads, with the aim of creating relevant traffic and awareness for your brand and website.
  3. Social Media Marketing: The process of marketing your brand and website on social channels to create awareness, loyalty, retention, traffic and conversions.
    • Most common social channels: Facebook, Twitter, LinkedIn, Instagram, etc.
  4. Email Marketing: The process of collecting email subscribers, then creating and sending email campaigns intended to grow brand awareness and sell more products and services, or otherwise convert subscribers such as encouraging event sign-ups, content downloads, etc.
    • Common email marketing platforms: Mailchimp, Constant Contact, GetResponse, SendinBlue (this is a highly saturated market, and there are many to choose from)
  5. Content Marketing: The process of creating and sharing videos, articles, images and other forms of digital content.
  6. Local Marketing: The process of marketing your product or service to specific geographical locations or neighbourhoods.
  7. Landing Page Marketing: The process of creating highly targeted landing pages and directing traffic to said pages based on a set of predetermined criteria. The main goal of these pages is to get visitors to stay longer on your site and convert (buy, signup, etc.)
    • Landing page marketing is also known as CRO or Conversion Rate Optimization.

While these are not the only ways to grow your business online, they are a gold standard that should be practiced with every business. The channels help build a foundation for your business to not only survive online but to thrive in it and sail the waters efficiently.


 

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5 ways to improve your SEO content marketing strategy in 2021

SEO has changed quite a bit over the years. With the world increasingly moving towards online, it becomes even more important to have strong and optimal SEO & Content for your site or web property. Search engines such as Google and Mozilla for example, are getting smarter and smarter which makes search engine specialists stay on top of their game. This also paves the way for content to be increasingly important to drive visitors to your site. Remember, content is king, content is the lifeblood of your site or web property which is why it is important to remember these 5 key ways to improve your SEO Content so your web property can stay on top of ITS game.

  1. Addressing Searcher Intent vs Just Keywords

Remember, search engines are becoming smarter and as content creators, we have to adapt to the reality of things. It cannot be stressed enough that Intent should be prioritized over keywords! When we usually search we always go right for the goal of what we are looking for so it’s important to think about which words or phrases someone would use in the search bar. Keeping the customers’ intent in mind will help you tune your keywords towards what your customers are actually hoping to find.

Remember: Keywords of course matter, but make sure they are organic and always address the intent first. It is also important to remember the four types of search intent of being: Informative, investigative, navigational and transactional!

 

2. Create Original Content

Creating original content is crucial for not only search engines but for humans as well. In the grand scheme of things creating original content is the safest bet to not get penalized for duplicate content. You also have pride in something you created from your brain and is an incredibly rewarding feeling. Having said that, Backlinking is something incredibly important that weaves into creating your original content. Backlinking for those who don’t know is a means to get other sites to link your website to theirs. Essentially a referral, a vote of confidence if you will, and it turns out one of the best and effective ways of getting these sites to backlink you is to be original and create unique content.

 

3. Make sure it makes sense!

 We saw how smart search engines are getting and it’s important to keep that in mind the whole way through. Make sure your content makes sense! Say we are writing about “the best gyms in Montreal”. Google will grade our authority and article integrity based on if we referenced actual gyms such as Pro Gym, Rgym, Econofitness etc…

Google knows that these are actual legit gyms and will look for them, which means that if Google doesn’t find any it wouldn’t deem the article worthy and not show up!

4. Create engaging content

 Google is well aware of how engaging your content actually is, and rewards it accordingly. Which is great of course, but puts extra emphasis on how well you can actually produce engaging content. To help yourself in making engaging content, some of the main ranking factors for search engines are not surprisingly user related. Metrics like: time spent on site, bounce rate, pages per visit will help you judge how engaged your visitors are on your site. Make sure to create content people want to spend time with!

 

5. Diversifying is Key

 

Lastly don’t forget that diversification will always be incredibly useful for content. Video, images, text, gifs… product descriptions, reviews, helpful tips, useful articles, fun facts, media coverage, quizzes, your grandmother’s famous sugar cookie recipe… Is it relevant? Is it fun? Accessible? Linkable? Useful? Engaging? Get it up there! Diversify your content and your content type. Users appreciate it and Google will reward you accordingly!

 

 

Of course, these aren’t the only ways to improve your SEO and Content creation but it is a good place to start! Remember to always create with the user in mind. Search engines will always look for good, relevant and accessible content so make sure you are on the search engines’ good side!

If you liked what you read, be sure to check out The SEO Way, my book on a beginner’s guide to SEO for all the latest tips and tricks to help you along your journey!

https://www.amazon.ca/SEO-Way-Beginners-Search-Optimization-ebook/dp/B07VGJZPK8

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