Your Business With James Caan 2017 - 218

Here we are!

A successful business needs an effective digital marketing
strategy. Here are the basics to help get you noticed

O

nce upon a time, starting a new
business meant a marketing
strategy that involved leaflet drops,
posters and adverts in the local paper.
These days, with potential customers
- and competitors - constantly online,
digital marketing is essential if your
venture is to be a success.
Not sure where to begin? There are
some key factors to remember when
going digital. Here are four ways to
enhance your online presence.

PHOTOGRAPHY: SHUTTERSTOCK

OPTIMISE YOUR WEBSITE

Your most important digital marketing
tool is a website showcasing your
products or services, but it doesn't
matter how good it is unless people
know it's there. This is where search
engine optimisation (SEO) comes in.
There are various techniques to get
your site higher up a list of search
results, but initially you should focus
on three key areas.
First, provide high-quality content.
Search engines favour sites that
regularly post lively blogs and articles;
you should also write your own
product descriptions. High-resolution
images and videos - tagged with
metadata (content descriptions that
tell search engines what your page is
about) - are also more likely to show
up in image-based searches.
Second, focus on relevant and
unique keywords. If you can, use
seasonal phrases, which face less
competition than words used
throughout the year. Long-tail
keywords - three or four words or
phrases that are specific to your
product or service - are effective.
Third, try to build up a network of
high-quality links. Most trustworthy

JAMES SAYS
"Keep your digital
strategy simple and
specifically targeted.
Be clear what
success looks like"

just track the user journey, it will also
tell you which sites those visitors have
come from. You need to think about
how you can use this information to
your advantage.
It's said that 3% of people who visit
your website will tell you who they are,
by filling in a form on your site for
example. Now's the time to give them a
follow-up call. They've shown interest
in your product or service, so take the
chance to promote it verbally and
make it a more personal interaction.
Unfortunately, a whopping 97% of
visitors may be very interested in your
product but don't want to leave their
contact details online.

BE SOCIABLE

Social media platforms such as
Facebook, Twitter, Instagram,
YouTube and LinkedIn have become

sites tend to link to other trusted
sites, and one of the ways in which
search engines analyse popularity is
by looking at the number of external
links to a given website.

CONVERT LEADS

Once traffic has arrived at your site,
the user experience is paramount.
Research shows that 40% of people
will leave a site if it takes longer than
three seconds to load a page, for
example, so make sure everything
on your website is as efficient, fast
and user-friendly as possible.
Next, you need to consider how
you are going to convert visitors into
leads and, ultimately, sales. Tools
such as Google Analytics can tell you
the number of people visiting your
website, and the latest software won't

218
218 YB2017 Digital marketing jw.indd 218

29/10/2017 16:13



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http://europe.nxtbook.com/emp/Careers/JobsandCareersAutumn2017
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http://europe.nxtbook.com/emp/Careers/Careers/Careers_with_Hayley_Taylor_2011
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