Do you feel like Alice in Wonderland when it comes to navigating the online world? If so, don’t worry… we’re about to go down the rabbit hole of this digital business mumbo jumbo and clarify some of the most commonly used terminology.
You’ve probably heard this one so many times , but just bear with me. SEO is one of the most important terms for your digital strategy. It stands for “search engine optimization,” a process that improves the quality and quantity of your website traffic and increases your brand’s visibility in a search engine’s unpaid results.
When a person enters a word or phrase in a search engine, such as Google, the engine finds the most relevant websites which include the keywords searched for. Despite the word “engine”, SEO is really about people and how they think. To sell your services to as many customers as possible, you need to understand what kind of content they search for online, what type of answers they need, and what words they use when speaking about their issues.
Content and delivery go hand in hand here. Accessibility is the most important requirement for SEO, meaning that the search engine can find and read your website. So you should have your URL/link distributed online and your website crawled and indexed by Google. After that, it is mostly about creating compelling content, optimizing your keywords, and providing a great user experience.
SEO is the budget-friendly way of getting discovered. However, if your budget has some wiggle room, you should consider SEM (search engine marketing).
Standing out online is a hit and miss nowadays and, as an entrepreneur, it may feel like you’re just barking at all the wrong trees. That’s why targeting your marketing efforts and narrowing your pool of leads to include those most resembling your ideal customers is a much more effective digital strategy.
SEM is the practice of using paid advertisements to show up on search engine results pages (SERPs). Businesses bid on keywords that users might enter when looking for a product or a service. These ads then appear at the top or on the side of the SERP. The advantage of SEM is that it highlights the advertised product or service in front of qualified leads at the time they’re likely to make a purchase. So you have much higher chances of getting the right kind of traffic on your website and converting it into sales.
Now that we addressed two main digital marketing strategies, let’s look at content strategy as well.
B2B is an acronym for “business to business,” or refers to companies who primarily sell products and services to businesses. It also refers to communication or copywriting methods. Since businesses often have different goals than individual customers (e.g. scalability, new market entry, etc.) it is likely that they won’t be attracted by the same kind of offers as a solopreneur, coach, or any other independent professional.
It is important to first define your target market, or the audience that is most likely to buy from you, which should then become the main audience you address throughout your web copy. Once you’ve done so, you need to tailor your language and pricing to fit that market. In general, B2B communications are more formal, focused on driving profit, and have a higher price structure while the messaging is typically based on value, service, and trust.
You probably guessed what this one means. It stands for “business to consumer” and is, again, a term that refers to both transactional operations and communication strategies.
A business that sells its products or services directly to an individual, would need to appeal to his/her emotional side and clarify the transformation he/she would experience from that purchase. Consumers are, overall, more thrifty and may need some convincing before spending their money. That is why you may see extremely long landing pages filled with social proof and CTAs (calls to action) directed toward individuals, and clear-cut, straightforward, professional-looking websites with lots of numbers directed toward consumers. Consumers focus on price and the emotional satisfaction of obtaining products or services.
Not too long ago, having a business meant using handwritten ledgers and typewriters. Businesses advertised solely through print media, telemarketing, radio, or TV ads.
We have come a long way since, which also means that, as a business owner, you cannot afford to use outdated practices and still expect to compete. Digital transformation refers to the idea of digitizing and automating your operations in order to most effectively use your resources (tangible and intangible) and make it more convenient for your customers to buy from you.
The plethora of apps, platforms, payment methods, and what-not can be not only challenging to use but also a challenge to keep up with. Nevertheless, tutorials and learning materials are just as abundant and, once you get the hang of it, your business will run a lot smoother.
We briefly touched upon this one earlier but I’m going to speak on it a bit more. A landing page is simply a website with the most relevant information about your product or service, all on just one page. And, in most cases there’s no menu to avoid any distractions.
When a potential client lands on your website’s home page, he/she can take a variety of actions such as reading the blog, searching the FAQs, or browsing through testimonials. This engagement might distract the visitor from actually contacting you or making a purchase. Landing pages are specifically designed not to contain any distractions and to quickly convert traffic into leads. Also, in case that fails, they usually include a webform/popup as well, which collects visitors’ information in exchange for an enticing offer. This allows the business owner to keep in touch with a prospective customer, usually through an email newsletter.
These are just a few of the terms that you will run into as you try to create a larger online presence. But don’t worry; you don’t need to know it all from the get-go. This is why I’m here. Let me take the load off your shoulders and ensure that proper digital strategies are in place for your business to grow.