Today’s constant growth in
technology makes it imperative for companies to have a digital footprint in the
online world, making it important to have a digital strategy in its marketing
plan. “Without a digital marketing strategy in place, new client acquisitions,
brand visibility, and impactful revenue generating opportunities will likely be
damaged” (Newtek-Your Business Solutions Company, 2014) . Digital Strategy
plans have allowed smaller companies to compete with large corporations, build
trust and loyalty, create positive brand reputation, and more.
According to Jomer (2015), there
are 12 reasons a company should have a digital strategy in its marketing plan,
those are:
- Levels the Online Playing Field
- More Cost-Effective than Traditional Marketing
- Delivers Conversion
- Helps Generate Better Revenues
- Facilitates Interaction with Targeted Audiences
- Caters to the Mobile Consumer
- Builds Brand Reputation
- Provides better ROI for Your Marketing Investments
- Earns People’s Trust
- Entices People to Take Favorable Action
- Makes You Ready for the Internet of Things
- Ensures Business Survival Online
Overall, digital strategies provide many benefits and a way
for companies to become more connected to the consumer than before.
Within a good digital strategy landing pages have many
benefits and can improve SEO. Meredith discussed in her blog, Building
Effective Web Landing Pages , what landing pages should involve and how
they should be organized. A primary point to focus on when creating a landing
page is the “call to action” (CTA). The CTA is the primary conversion goal of a
visitors who sees a company’s landing page (Unbounce, 2009). Making the CTA
clear and unambiguous, visible, personalized, and have continuity creates a
straight forward process for a potential consumer. It also helps remove
trickery and only provides what is needed for the person of interest to gather
information. Adding landing page with good content and a clear CTA can improve
a company’s SEO rank with Google, Bing, Yahoo, and many other search engines
(Snyder, 2016). To measure the success
of a landing pages and campaigns a company can use Google analytics or paid
metrics such as KISSMetrics.com, GetClicky.com or HaveAMint.com.
There are many other ways a company can improve its SEO
beyond creating a landing page. According to Demers (2014) there are 7 ways,
which he considers to be advanced, to improve SEO. The tactics he list are
strategic and content focused:
- Approach Keywords Strategically
- Strictly Adhere to an Originality Rule
- Strategically Adjust Your Site’s Navigation and Internal Links
- Optimize Your Site’s Load Speed
- Optimize On-Site Elements Across Your Site
- Don’t Buy Links. Earn Them.
- Be Natural
Utilizing these tactics makes landing pages and websites
easy for users and search engines to recognize and understand. All of the tactics mentioned should be incorporated within a company's digital strategy plan to best optimize visibility and conversion.
References
Demers, J. (2014, September 29). 7 Advanced Ways
to Improve Your Site's SEO. Retrieved from entrepreneur.com:
https://www.entrepreneur.com/article/237819
Jomer, G. (2014, May 12). 12 Reasons Why Digital
Marketing Can Help You Grow Your Business (Infographic). Retrieved from
digitalmarketingphilippines.com:
http://digitalmarketingphilippines.com/12-reasons-why-digital-marketing-can-help-you-grow-your-business/
Newtek-Your Business Solutions Company. (2014,
October 13). Five Important Digital Marketing Elements to Consider.
Retrieved from forbes.com:
https://www.forbes.com/sites/thesba/2014/10/13/five-important-digital-marketing-elements-to-consider/#3a9007fd3a3e
Snyder, J. (2016). The Top 7 Benefits of Landing
Pages. Retrieved from womenwinningonline.com:
http://womenwinningonline.com/the-top-7-benefits-of-landing-pages/
Unbounce. (2009). 101 Landing Page Optimization
Tip: An Opinionated Guide to Conversion. Retrieved from http://unbounce.com/101-landing-page-optimization-tips/#reporting:
http://http://unbounce.com/101-landing-page-optimization-tips/#reporting/101-landing-page-optimization-tips/#reporting
