Digital Strategy and business growth
Most companies have strategies for their overall business, advertising, hiring, complaints, the sales process, etc. But does your company have a digital strategy? Investing some of your time and money into a digital strategy can have huge returns for your company. Digital strategy can include your website, social media, online sales, pay per click ads, SEO (aka where your website ranks,) among many other factors. Let’s dive into a few of these items for a better understanding of the impact a digital road map can have for your business.
Why is your business online?
This is the most important question to answer before you even worry about ads, ranking, or anything else. Sure most people know you need to have a website to even be considered as a viable business in today’s world but what is the purpose of your website? What are the goals? How do you know if your website is successful? Is having 1,000 visitors a month equal success if there are 0 calls or leads to your company? What if you only had 100 visitors but 10 calls or leads? Which would equal success? Is your site purely for information sharing or maybe for building your following as an expert in your niche? Is your websites main goal to get calls to your business, or have contact forms filled out, or download free guides? Or maybe it is a straight e-commerce website where the entire goal is to sell online. Knowing what means success for your business online (call Key Performance indicators or KPI) is vital. You can not create a plan without knowing where you want to go. We can help go over your ideas on what your business needs to grow and help define these KPIs into easy to digest actionable data.
Where does your website Rank
Sure you know the big keywords you want to be on page one for, we call these trophy keywords. You probably know off the top of your head what page you are on for these type of keywords. But do you know where your page ranks for other non-trophy keywords? Maybe you are sitting on page 2 or 3 for 20+ keywords and getting these over to page 1 would be more eyeballs on your site than your trophy keywords, and most of the time these ‘smaller’ keywords can get over the bubble faster than the trophy keywords that everyone is going after.
Are you ranking for a keyword you never knew existed? This could provide opportunity to make sure you expand on that on your page. Do you know where your top 3 competitors are ranking? Pouring through your competition can provide valuable insight into what you could add to your site for even more traffic. Lets use an example of a roofing contractor. You look over your competition and see they are ranking on page one for ‘green metal roof” and ‘red ceramic roofs.’ These are something you offer but aren’t anywhere in the rankings. Lets say these two search terms get 30 searches a month in your area. Sure it’s not extremely high but what if getting in front of these 30 searches meant another 1 to 3 jobs a month for you? This could provide a great opportunity to add a few new pages to your site covering green metal roofs and red ceramic roofs. And that is just 2 examples, going through your top three competitors you could find dozens of these opportunities. which could lead you to more eyeballs on your site and more money in your pocket.
Are you running ads on Google, Bing, Facebook, interest or Adroll? Sure you may see the conversions within these ad dashboards but do you target the visitors again who were interested enough to visit your page the first time? Is your site set up to be tracking where the ad visitors end up? Do they visit the page and leave right away? DO they start a checkout but not finish it? Do they end up on a totally unrelated page? These are all key insights that should be outlined how to track and display as actionable data in your digital plan and strategy.