We are asked all the time, “My traffic is down and I don’t know why…Can you help me?”  Regardless of the fact that it could be any one of a million reasons, we dig in and start to bubble-up what some of the likely causes are.  Frequently, it is from a misalignment of the digital strategies that they are using and their expectations of what the outcome will be. We have put together this guide to help you understand the pros and cons of each tactic that is available in your digital toolbox and how it fits into your overall strategy.  Also know that some tools can be used for multiple strategies.

Awareness

Brand awareness is necessary for all new businesses or anything that are looking to grow their market share.  If people don’t know you exist, they won’t know to buy from you. You should think of this as you shouting from the rooftop that you exist.  In this strategy, you are likely to see the following tactics being used: Content Marketing, Display Advertising, Social Media: Posting, Speaking Engagements, Trade Shows, Video Marketing.

Lead Generation

You should consider lead generation, also known as demand generation, as leaving a trail of crumbs back to you house.  These tactics are meant to draw people in and have them give you their information or purchase something on your side. You are likely to use the following tactics in demand generation: Pay Per Click (PPC), Social Media: Advertising, Remarketing, Web Chat.

Search Engine Optimization (SEO)

SEO is like throwing a net out to sea for fish.  You need to know what type of fish you are looking for and where they will be and adjust your net accordingly.  There are several tactics you should try when looking to impact your SEO, such as: Blogging, Content Marketing, On-Page Optimization, , SEO Tech Review,Social Media: Posting, Video Marketing.

Conversion/Sale

Trying to get a user to convert or buy can be a challenge.  Gating high-value content is frequently used to get users into your marketing automation platform.  However, there are multiple ways to increase online sales or convince people to give you their most valuable asset – their information.  Try using some of these tactics where appropriate: Affiliate Marketing, Email Marketing, On-Page Optimization, Remarketing,Web Chat, Webinars.

Engagement

Keeping both customers and prospects engaged with your brand is a great way to stay top of mind.  Some of the most effective ways to drive engagement are using these tactics: Email Marketing, Web Chat, Webinars.

There are certainly many ways to drive digital growth.  What tactics do you like to use and how do you use them?  Making sure you know what to expect out of your efforts is critical.  However, you also need to understand the challenges in implementing them.  Download the full Digital Marketing Pros & Cons eGuide to learn more.