An effective digital marketing strategy isn’t overly complicated, but there are a lot of pieces that have to come together in order to get the maximum return on an investment. Crowley Media Group has been doing this for a while, and we’ve developed a framework that incorporates different types of traffic sources.
There are a lot of various strategies that largely depend on location and industry; but we *despise* the “it depends” answer. Years of results and working inside varying industries, we quickly identified the common denominators and developed this process as a guide for our clients.
Even if you don’t hire us as your digital marketing liaison, please print as use this outline as a point of reference. There are a lot of Search Engine Optimization and digital marketing strategies out there; but they all share similar key points. Use our four phase process as a roadmap in your digital branding efforts.
Phase 0 – Website Design and Development
Website Design and Development is the keystone in the marketing puzzle. This is your own piece of internet real estate and the primary destination where you’ll be pushing your traffic. Organic and paid traffic is the goal, but if your website lacks an attractive user interface and user experience then that traffic won’t convert.
We label this phase optional because a lot of the time our clients have a beautifully designed website that works. However, we inherit a lot of sites that look like some html flyer circa 2002, and that won’t work in today’s competitive landscape.
If your website requires a redesign or facelift, then Crowley Media Group has you covered. We’ve built dozens of unique websites; everything from single landing and promotional pages, all the way to large eCommerce stores with 1,000+ products. Check out our portfolio here.
Reach out or schedule a call and we’ll gladly go over your website and your goals.
Phase 1 – Search Engine Optimization: Technical & On-page SEO
Search Engine Optimization is a huge factor in local SEO, it’s what separates you from your competitors and demonstrates your authority. SEO isn’t terribly complicated but there are a lot of factors that have to come together for it to work. In this phase we accomplish three things:
- SEO Audit – This is where we run down a 100+ point checklist to identify weaknesses and deficiencies in your technical and on-page SEO.
- Technical & On-page Implementations – Once we identify the technical issues we go in and bring your site up to spec. This involves things like checking security certificates, site architecture, page speed, schema and optimizing your Google My Business.
- Google My Business (GMB) Optimization – A “{service} near me” search goes a long way. 76% of mobile “near me” searchers visit a related store the same day. Your business is eligible for a free Google My Business listing. Many companies sign up and do the basics, but they never optimize or leverage the true power of this platform.
Phase 2 – Search Engine Optimization: Off-page SEO
There is a second side of SEO that you don’t have full control of; this is the off-page side where people really mess up. This side is challenging but not explicitly difficult. It boils down to two components:
- Content – Content enables you to target those coveted keywords. Quality over quantity but it also requires persistence and consistency. Your customers are looking for value. If you can provide answers to their questions, they won’t forget you.
- Backlinks – Think politics. Backlinks are basically endorsements from industry leaders. More is better, but quality definitely trumps quantity. You need a variation of backlink types spread over the duration of your campaign. Too much too fast will get you flagged by Google and the search engines. Too few won’t get you the votes you need. Strategy and hard work beats talent.
Phase 3 – Search Engine Marketing (SEM) and Social Media Marketing (SMM)
Search Engine Marketing is an effective part of your digital marketing campaign. Paid traffic can bring quick boosts to your announcements, sales, campaigns and website. With tools like bots, analytics, and pixels we can identify and target your ideal consumer; saving you time & resources and maximizing your return on investment.
Social Media Marketing brings trust and delivers social signals to your audience. Additionally, it provides an excellent way to circulate your content to your existing audience.
The average small to medium sized business isn’t taking out a Super Bowl ad this year (although I sincerely hope you can!), social media is how you get directly in front of our audience. There are a lot of different platforms and you must be strategic in how you deliver your content on each platform.
While Crowley Media Groups focus is largely on creating optimized content and generating organic traffic, certain industries can benefit greatly by incorporating SEM and SMM into their digital marketing campaigns. We have systems and processes in place that maximize your audience and minimize your resource requirements.
The goal is to always 3-5x your campaign investment; but we also like to over promise, and then over deliver.
Schedule a call and let’s see how Crowley Media Group can get your business positioned where it should be. Let’s figure out where you’re at, where you want to be and how we get you there.
Cheers,
Crowley Media Group LLC
