Digital marketing has become inevitable for brands with the widespread use of the internet. Thanks to the possibilities offered by the internet, brands can reach their target audiences more effectively and quickly. The rapid access of users to information over the internet also changes purchasing behavior and forces brands to constantly review their marketing strategies. With a good digital marketing strategy, your business can always be active and accessible, stay in constant contact with your potential customers and increase your sales.
You can implement your digital marketing strategy in 5 steps:
- Analysis => 2. Planning => 3. Reach => 4. Conversion => 5. Engagement
1-Analysıs:
The analysis process allows you to examine the strengths and weaknesses of your business. It also allows you to quickly recognize opportunities by following the competition and market trends in your sector. SWOT analysis is an effective technique used to best assess the current situation. Thanks to this analysis, you can identify the advantages and disadvantages of your competitors and quickly create the plan you will implement.
Strengths: The advantages and strengths of the brand, the unique services you offer, the strengths of digital marketing channels such as the interaction of social media accounts and the number of followers.
Weaknesses: The brand’s weaknesses and areas where it lags behind the competition. Consider how these aspects can be improved.
Opportunities: Opportunities that can be obtained by adding the possibilities offered by developing technology and features that are not available in competitors.
Threats: The dangers that you are in or that await you in the future. You can protect your business by identifying these threats and taking the necessary measures.
2-Planning:
To be successful in the planning process, you first need to focus on the goal of your brand. Analyzing your goal correctly and clearly identifying the steps to be taken helps to facilitate the process. The SMART goal technique helps you carry out this process successfully:
- Custom: Make your goal understandable to everyone and ensure that the success you want to achieve is clearly visible.
- Measurable: Make your goal measurable to show the achievement in the most tangible way. Determine in advance which metrics you will use to measure your success and track these metrics on an ongoing basis.
- Achievable: Your goal should push your limits but be achievable. Set a logical and acceptable goal.
- Relevant: Make sure the goal you choose is aligned with the overall goal of your business.
- Time: Every goal has a time limit to be achieved. Therefore, plan and execute your steps on time.
3-Accessing:
The reach strategy involves determining which marketing channels you will use to reach your target audience. You should analyze the strengths of each channel and use it effectively. With the right targeting, you can increase your conversion rate and achieve beneficial results. For example, you can attract users’ attention with video and banner ads, and create a customized communication plan for each target audience. It is important to remember that each marketing channel has different dynamics. For example, visual ads stand out on Instagram, while text ads are more effective on Google.
4-Conversion:
Conversion is a critical step that allows you to complete your goals. In order to achieve the goals you set in the planning phase, you should analyze conversions on your website or mobile app. In this analysis, you can evaluate your spending and earnings and find out which targeting is more profitable, which content attracts more attention, and which campaigns generate more new customers.
By examining metrics such as ROI and conversion rate, you can assess your profitability and make improvements. ROI stands for return on investment and is often used to measure the effectiveness of marketing activities. Conversion rate usually refers to the rate at which visitors to a website convert into customers. It is often used to measure the effectiveness of marketing campaigns and a higher conversion rate is a sign of a more effective marketing strategy.
You should also consider values such as the number of new customers acquired and the number of first-time shoppers. By analyzing the results of successful and unsuccessful campaigns in detail, you can use this information to plan future campaigns. Conversion analysis plays an important role in the optimization process of your digital marketing channels.
5-Interaction:
Interaction is a sign of a successful strategy when the user makes the desired conversion on your site. At this stage, the brand and the user get to know each other more closely. While the brand has the basic information of the user, the user experiences your brand. In this way, brands have the chance to convert users who are satisfied with their previous experiences into new users. One-to-one communication channels such as email and mobile notifications are important for creating engagement. User engagement and conversion rates can be increased with personalized messages.
Search Engine Optimization (SEO):
As a digital marketing strategy, SEO takes into account how search engines work, the computer-programmed algorithms that determine search engine behavior, what people search for, how they type actual search terms or keywords into search engines, and which search engines are preferred by its target audience. It focuses on achieving high levels of search engine visibility through well-optimized keywords. The goal of SEO is to help websites or web pages rank high in search results by increasing the relevance of a website or web page to the search query that users type into a search engine. This has become an important advertising method for businesses because while many users discover new websites and brands on popular search engines, they are more likely to discover these websites and brands thanks to SEO. Therefore, SEO is an important component of search engine marketing.
- Black Hat SEO: Aims to achieve higher rankings in search engines through unethical methods. These techniques can achieve success in the short term by manipulating search algorithms, but in the long term they can be penalized by search engines. Examples include:
- Article spinning
- Cloaking
- Sneaky Redirect
- Hidden Text
- Bridge pages (Doorway Pages)
- Scraped Content
- Paid Links
- Spam interpretation
- Grey Hat SEO: It refers to an area between white and black hat SEO. Gray hat SEO may use some unethical methods, but it does so in moderation and without violating search engine rules.
- White Hat SEO: It works with methods that comply with ethical and search engine rules. It aims to ensure long-term success by improving the quality and content of the website. White hat
SEO techniques include:
- Keyword analysis and usage
- Editing meta tags
- Create unique and quality content
- Building backlinks
- Use of sitemaps and robot files
While white hat SEO provides more stable and sustainable results in the long run, black hat SEO can be risky in the long run and can be penalized by search engines. Gray hat SEO tries to strike a balance between these two methods.
SEO Strategies include the following:
Mobile-Friendly: Due to the increase in searches on mobile devices, it is important that websites are compatible with mobile devices. Fast loading times and easy navigation improve the mobile user experience.
Content Quality: It is important that the website provides valuable and interesting content for users. Quality content ensures that users spend longer on the website and visit it again.
Voice Search Optimization: With the increasing use of voice assistants, it is important that websites are suitable for voice searches. Optimizing content for voice search makes it easier for users to find the website.
Fast Loading Time: Fast loading of the website reduces the chances of losing users and positively affects search engine rankings. Therefore, website speed is very important to improve site performance.
HTTPS Usage: For the security of the website, it is important to use the HTTPS protocol. HTTPS ensures that user data is encrypted and provides a secure connection.
Back Links: Backlinks from high-quality and relevant websites increase website dominance and boost search engine rankings.
Keyword Research: Identifying relevant keywords and using them in the content ensures that the website ranks higher in search results.
Multimedia Content: Using multimedia content such as videos and podcasts increases interest in the website and enriches the user experience.
MOBILE ADAPTATION IN WEBSITES
With the developing technology, websites are now visited not only from computers but also from technological devices such as tablet phones. No matter how high quality our site is, it should also be accessible from every device. Websites compatible with our mobile phones that we carry with us every moment of the day will be beneficial in terms of user satisfaction. Being in harmony with accessibility and developing technology will make you up-to-date and recognizable.
Mobile compatible websites are generally designed to be suitable for Android, iPhone and medium-sized tablets and readable on smaller screens. The desktop website is optimized for mobile devices, ensuring the readability and functionality of large screens on small screens.
Here are some key points for creating a mobile-friendly website:
Responsive Design: Optimizes the user experience by automatically adapting to the screen size of the website. This way, the site is designed to look good on both desktops and mobile devices.
Fast Loading Time: Fast websites are important for user satisfaction. You can optimize loading time by compressing images and other media files and cleaning up unnecessary code.
Simple and Clean Design: One of the best practices for mobile users is to have a simple and clean design. Avoid complicated menus and excessive content. Keep as much information as the user wants.
Responsive Content: Text, images and other content should be organized appropriately to look good on mobile devices. For example, large text sizes and simple, clear images can be used.
Mobile Friendly Forms: Forms should be designed so that users can easily fill them out. It is important to include features that make them easy to use on mobile devices, such as spaces between fields and large buttons.
Mobile SEO: It is important to use mobile SEO techniques so that the website can rank well in mobile search engines. Factors such as mobile-friendly URLs, fast loading time and user-friendly content should be considered.
