The Marketing Cycle
We are often asked by clients what the most important part of a digital marketing campaign is. Is it social media? How about Google Adwords? What about website design and SEO? Online reviews?
It is at this time that I like to discuss the marketing cycle and explain why all of those things are important and inter-related. I like the graphic to the right as it sort of shows how everything is moving in a cycle that just continues. I will do my best to explain this, but if you have any questions, please ask them in the comments and I will be glad to answer them for you.
First, let’s talk about website design and SEO. This is the foundation of any digital marketing strategy. Your website needs to be properly designed, attractive and have appropriate SEO as a minimum in 2018. If this is faulty, none of the other strategies will work to the best level. You want your website to be the stop that everyone ends up at ultimately, so it has to be good from a design and content standpoint.
From an SEO standpoint, you want your website to be taking advantage of all the ways you have to pack legitimate SEO into the site. Everything from page titles and meta descriptions to alt tags and keywords. The content on your website should be optimized to tell Google and other search engines the most complete possible picture about what your company does.
Regarding the other things listed in the cycle, they are all designed to drive more traffic to your website. Google Adwords should be structured to make your ads pop up for relevant searches, grab peoples attention and then drive them to the most relevant page on your website for the search they performed. This is used in combination with organic SEO to ensure your company shows up when people in your market search for things relevant to the services you provide.
Content generation and social media also go hand in hand to drive traffic to your website. You should try and generate content that is interesting, relevant and engaging with the consumers you are trying to reach. Once you generate this content, you use social media to place that content in front of those eyes. The content can be terrific, but if no one ever sees it, it is useless. Social media is the pathway to ensure the right people see it. Then, a click from a social media post brings the targeted audience to your website where you hope to convert interest into a lead.
Finally, online reviews are important as they not only enable your company to be listed for relevant searches on Google and other search engines but also serve as a way for an interested party to determine the credibility of your company. Once you have their interest, it is a fair bet that they will do a little bit of due diligence to make sure you are legit, and that is where the positive reviews help.
Now, let’s try and pull this all together. Your website is the company’s home base. You want to bring as many relevant visitors there in an effort to convert them to customers. So, make sure your house is clean when they arrive (website design). Make it easy for interested parties to find you (SEO & Google Adwords). Grab the attention of relevant parties that might not be aware yet that you have a product that can help them solve a need in their lives (content generation and social media). Make sure they feel comfortable that your company is the one that can help them with this need (Online Reviews).
You can now hopefully see how all of these things work together to help you reach the maximum number of relevant people in your market. Ideally you need to be strong in all areas. It makes no sense to attract a bunch of attention and invite people back to a shoddy house. It also doesn’t make sense to have a perfectly designed mansion that no one ever sees. It all needs to work together in the marketing cycle to ensure you reach your digital marketing objectives.