Marketing strategies depend solely on how people use search engines and every marketer seeks to add value to their marketing efforts, by carefully selecting suitable digital marketing strategies for their type of business. Incorporating such strategies into their marketing plan is not as hard as picking what is effective. There is a possibility of creating a long list of all the available marketing techniques and even hear plenty of suggestions from every corner, but a few strategies remain constant essentials in the competitive world of online marketing.

SEO

Search Engine Optimisation (SEO), has an ongoing complexity because of the changes that Google effects to its algorithms every now and then. This concept can be a little confusing to a newbie but it is easy to grasp the concept with the help of an expert. One way that SEO works, is to be savvy to the changing algorithms and one
recent technique that cannot be ignored is SSL certification. This certification affects the results on Search Engine Results Pages (SERPs) because Google regards pages without SSL as insecure and will fail to rank it high even when other SEO protocols are observed. Switch your site from HTTP to HTTPS to avoid low rankings. Google also announced a search engine algorithm update on-site speed that took effect on July 2018. Google is focused on the experience that users have with websites and therefore penalizes sites with low loading speed. It is also important to note that more people access the internet using their mobile devices making mobile-friendliness another SEO ranking factor. The current indexing means Google will first draw its results from a mobile-friendly site. To avoid being side-lined, it is paramount to make your site mobile friendly.

Link building is another crucial part of SEO and it is divided into 3 categories: inbound links, outbound links and internal links. To help determine the authority and relevance of your site, Google will use inbound links which will be deemed more relevant if they come from a website with reputable domain authority. Internal links also help tie up relevant information together, making it easy for both the user and Google bots to navigate through your site.

Content Marketing

Technology has made it possible to target specific audiences and have them receive your message as intended. A marketer can take advantage of content marketing to reach the target audience by tailoring their message to fit the exact audience they seek. The message can be personalized by making it informative, relevant and consistent. Good content focuses more on creating solutions to major problems and addressing concerns. You can also use automation tools that send content to your prospects on their mobile phones.

Remarketing

Another critical technique in digital marketing involves going after your prospects after they already had an interaction with you, but did not react to your persuasion. Such prospects can be tracked using cookies. You can make your message more persuasive to meet their current needs and ensure they convert. The ultimate goal of remarketing is to re-engage with prospects, enhance brand awareness and increase the conversion rates. Remarketing can also help you gain customers from your competitors especially if you personalize your message and speak to the needs of your prospect. 

Email Marketing

Casting a wide net with the hope of catching the attention of a prospect out there is okay, but it is no longer effective. There is a high chance that your target audience will not even see it. You can, therefore, take advantage of email marketing and focus your energy and budget  to businesses who specifically fit with the kind of product or service that you have to offer. This form of marketing actually rewards. Studies say email reaches about 85% of people it is sent to and according to Optinmonster, consumers prefer email for communicating with the brands they are connected with. Email marketing is mostly used in B2B (business-to-business) setups and is responsible for the growth of long-term relationships with selected clientele. We’ve created an Email Marketing checklist to help you choose the right time, message and tools to use when doing your marketing campaign.

To stay competitive in the digital marketing space, marketers need to use techniques that are sure to transform their business. Some digital marketing strategies are easy to adopt than others but that should not stop a marketer from adopting what would add value to their marketing efforts. 

Peres Agunja: Content writer