In the modern era, just having a website isn’t enough. You also need a digital strategy or a way to leverage technology to meet your business or organization’s goals. Whether you want to sell more services or drive more donations for your nonprofit, a solid digital strategy can help you achieve your goals.
There are a number of different practices that fall within the bigger umbrella of digital strategy. Some of these practices - like search engine optimization - are almost required now. Other options, like video marketing, can be helpful for some businesses and organizations.
At Inclind, our award-winning website design and development team works with all types of for-profit and nonprofit organizations to build great, effective websites. We understand that each of our clients has unique needs for both their websites and their digital strategy needs, which is why we pride ourselves on our collaborative approach. Reach out today to learn more about our website design, web development, and support and maintenance services.
What Is a Digital Strategy?
A digital strategy is an organization’s plan for using technology to achieve its goals, whether that means growing the brand or getting more members, increased sales, more volunteers, or more donations. It is a way to maximize the benefits of technology and online resources to improve a company or nonprofit’s performance.
A digital strategy will include several different components based on an organization’s unique needs. Typically, a digital strategy will involve:
- Digital marketing, which is the use of technology channels such as social media, email, and content marketing to increase brand awareness and engagement
- Digital advertising, which involves paying to deliver targeted materials to both attract new customers and engage existing customers through websites, social media, and search engines
- Customer interaction, which is a way for organizations to communicate with customers and provide a positive customer service experience
- E-commerce, which is the ability to buy products and services online
A digital strategy should - as its name implies - be strategic. Some digital strategies are simply more effective than others for specific brands. For example, creating video content for TikTok may be a better choice for a business targeting younger consumers than a company that sells products to older individuals (who are more likely to be on platforms like Facebook).
Notably, a digital strategy should include ways to track various metrics and respond appropriately. Many tools can be used to determine whether a particular strategy is working. Organizations should utilize these tools to hone their digital strategy and evolve it over time to meet changing technology, consumer demands, and needs.
Examples of Digital Strategies
Any business or organization can use a wide range of digital strategies to improve its bottom line. Below, we have outlined some of the most common strategies you could use for your company.
Search Engine Optimization
Search engine optimization (SEO) is the act of improving a website to make it easier for search engines to understand and trust the content on the site. When done correctly, SEO work increases site visibility in search engine results and consequently increases site traffic from search engines. Most SEO strategies focus on ranking higher on Google because it is the most popular search engine. In fact, more than 95% of all mobile searches between 2018 and 2019 were performed using Google.
SEO best practices include things like:
- Understanding search intent and creating content that aligns with it (i.e., if people are searching for a particular term, are they just looking for information or something to buy?)
- Using target keywords in the body of the content as well as the title tags, headers, introduction, and URL
- Writing compelling title tags and meta descriptions
- Optimizing images
- Using internal links
- Optimizing loading speeding for your website
- Improving user experience (UX)
- Earning backlinks from high-quality sources
- Creating useful content
When done correctly, SEO has a lot of benefits. This includes bringing organic traffic to your website, generating leads cost-effectively, giving your website an edge over competitors, and increasing brand awareness.
Pay-per-click (PPC) marketing is a form of digital advertising. Instead of paying for a traditional advertisement - like a billboard - you will be charged a fee each time your ads are clicked. In this way, you are paying for targeted visits to your website instead of just for an ad to exist online.
PPC ads can come in different formats, including pictures and videos. They might appear on social media platforms, websites, apps, and search engines. When done correctly, it can be extremely cost-effective.
For example, you pay $2 per click on an ad for a $250 product. Even if just one person out of 50 who clicks on the link buys that product, you are still making money. Of course, the goal would be to fine-tune the PPC ad so that an even higher percentage of people who click on the ad follow through with what you want them to do.
PPC ads have a lot of advantages over other forms of marketing. They often produce quick results, and controlling and testing PPC ads is relatively easy. They allow you to target your ideal customer, making them very cost-effective. The data you gain from this type of advertising can help you with other digital strategies, such as SEO.
Email marketing is a type of digital marketing where a business, nonprofit, or other organization uses email to communicate with its customers or supporters. There are a number of different types of email marketing, including:
- Welcome emails
- Promotional emails
- Feedback emails
- Order confirmation emails
- Milestone emails (such as a birthday coupon code)
- Lead nurturing emails (like an email about items that were left in a cart)
Email marketing allows an organization to reach a relatively large number of people quickly and cheaply. It also has the potential to generate sales, donations, and other actions. According to one study, the average return on investment for email marketing is $36 for every $1 spent.
However, some best practices should be followed to be effective - and to break through the “noise” of the hundreds of emails that many people receive each week. This includes drafting eye-catching subject lines, strategically targeting and timing your emails, and analyzing data from email campaigns.
Content marketing involves publishing written and visual material online with the goal of generating leads. These leads can be for sales of a product or service, membership in an organization, or even soliciting volunteers or donors for a nonprofit organization. The content can include blog posts, ebooks, infographics, photos, videos, and more.
Content marketing isn’t just about publishing content online and hoping for the best. It requires strategic thinking and using best practices - like SEO and targeting the desired audience - to have an impact. Content marketing should tell a story and feel more natural than a sales pitch.
Content marketing has many benefits. It can educate people about your products and services and boost conversions as a result. It also helps to build relationships between customers and businesses and can show people how your organization can meet their needs.
Social Media Marketing
Social media marketing is using social networks - like Facebook, Instagram, TikTok, LinkedIn, YouTube, X, and even Snapchat - to reach a desired audience. Effective social media marketing can build your brand, drive traffic to your website, and increase sales or donations.
Good social media marketing isn’t just about publishing content on various platforms. There should be much thought behind what you are putting out online. This includes engaging with followers, analyzing results, and running advertisements. For example, if you want to get more young people to buy your product, you will want to research where they spend most of their time online and which demographics are most likely to want your product to create more compelling content and/or ads.
One of the main advantages of social media marketing is that you are meeting people where they are - not just online, but on social media. There is also a wide variety of tools that can make it easier to schedule and plan social media content, plus tailor your content to a particular audience. This can make social media one of the most cost-effective forms of marketing.
Video marketing is using videos to achieve your goals as an organization. These videos can be hosted on your own website or on sites like YouTube, Instagram, Facebook, TikTok, or LinkedIn. A video can be as simple as a quick cooking instructional video or something more elaborate.
A good video marketing strategy involves selecting a target audience and determining where they spend most of their time online. From there, you can choose the best platform(s) for your video and develop messaging for the content. You can then set a timeline and budget for and film the video. Once the video has been published, you should track its success using various metrics (such as conversion rate) to inform future video marketing strategies.
Video marketing is incredibly appealing to mobile users and younger people. Studies show that well-made videos can improve SEO and boost conversions and sales. It is also a good way to position yourself as an expert in your industry and build trust, such as by creating a step-by-step video of how to use a particular product.
Voice Search Optimization
Many Americans rely on tools like Siri or Alexa to answer our questions. For example, while driving, we may want to find a nearby Italian restaurant - without breaking any distracted driving laws. We may say, “Hey Siri, what Italian restaurants are near me?” The goal of voice search optimization is to ensure that your website is designed so that these search assistants will direct people to your site.
Voice search optimization is a set of SEO techniques that are specifically designed to ensure that a website is more likely to appear in voice search results. Essentially, you will analyze common voice searches for your industry and area and address it in your content. The goal is that virtual assistants will then present your website to users in voice search results.
To effectively do voice search optimization, you will want to use target keywords focusing on local SEO (i.e., hardware stores near Wilmington, Delaware). Make sure that your content is conversational - or sounds the way that people talk. This can help to increase your voice search rankings.
Voice searches are becoming increasingly common. According to Google, 20% of all searches done in its app are spoken. This number is only expected to increase as smart devices become even more omnipresent in our lives as technology improves.
Because of this reality, it makes sense to optimize your content for voice searches so that you can capture organic search traffic. As you can generate leads from written searches with SEO, voice search optimization has the same benefits. This digital strategy can also boost your overall search engine ranking.
Work with Inclind to Build a Powerful Website for Your Business
Like it or not, a website and a digital strategy are necessary for 2023 and beyond. Using the various technological tools, you can reach customers in ways you never thought possible. You can also use technology to fine-tune your strategy over time while you determine what works best.
At Inclind, we offer a full range of web development and design services for healthcare organizations, companies, nonprofits, and membership organizations. We know that having a great online presence is necessary for success - and we work with our clients to make websites that shine. Our services include everything from initial website design to site redesigns to technical SEO to conversion optimization.
We're available if you’d like to learn more about our website design and development services. You can fill out our online contact form or hit the live chat button to talk to one of our experts about your website.