Digital Marketing for Brand Awareness and Lead Generation – Part II

Developing your Digital Marketing Toolbox – Search Engine Optimization (SEO) and Social Media  

Click here to read Part I: Websites

Search Engine Optimization (SEO)

Getting on top of search results organically is a process that requires strategy and patience. There are many ways to build an SEO-friendly website to provide better rankings on Google and other search engines.
 

  • Choose keywords that are unique to your business. Brainstorm these words and phrases in your website committee and make sure they are used frequently in your site content. Consider working with an SEO specialist to find keywords and phrases to get additional possibilities and performance forecasts.
  • Try to establish external links to your website. Have your company name posted on organization websites to which you belong, contribute articles to trade sites, and allow relevant websites to link directly to yours. Just having your company name listed on another website can help boost your ranking.
  • Update your content regularly. At Google, fresh content is a key factor in search rankings.
  • Develop page titles, descriptions and meta tags with your keywords in them. Meta tags are the words that show up at the top of each web page and the title and description show your audience what that page is all about when it shows up in search engine results.

Social Media

It’s no longer a matter of IF you are on social media platforms, but how well you do it. It has virtually become a requirement for firms to engage through social media. A good social media strategy can help you retain clients, find prospects and recruit talent by increasing brand awareness and building trust. Social media can also boost your online visibility and organic search rankings.
 
To build an effective social strategy, the first step it to determine which platforms your audience is on and what content will drive engagement with them. Just because a firm down the street is having success on Twitter it doesn’t mean that you will also have the same measure of success. It’s important to do a bit of research to see where your current clients and prospects are spending their time online.
 
Next determine the type of content you will provide through your social channels. Understand the needs and goals of your clients and prospects and show them how you can help them.
 
They key is not simply to look at social media as something you must to do, but as a powerful tool to help you achieve brand awareness and firm growth.