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1300 Greenbrook Blvd Hanover Park, IL 60133 630.855.5100 strideadvisors.com [email protected] Business Strategy and Performance Have you covered all six dimensions of digital marketing strategy? The process of attracting targeted audiences online will spell the difference between a successfully thriving business – and a struggling one. With the change and evolution of modern technologies, small businesses must maximize their use of marketing strategies. Dimension Expected standard for successful digital marketing outcomes WEBSITE / BRANDING • Cater to Google’s website algorithm • High quality pictures and featured albums • Responsive layout to enhance viewing experience • Engaging blog with rich content (tied to social) • Use analytics to understand website traffic and segment audiences (Google Analytics) LOCATION SERVICES • Confirm Google My Business profile is complete and rich • Ensure other location profiles complete and consistent • Update info regularly for search engines (SEO) SOCIAL MEDIA PRESENCE / POSTURE • Define goals and target/custom audience • Manage to a formal social media calendar • Identify and “Boost” highest performing posts • Participate in local and industry specific groups REVIEWS • Encourage / reward customers to write reviews • Respond to every review (positive or negative) • Archive reviews to organically create marketing content PAID ADVERTISING • Aggressively manage and optimize for “Relevancy” • Perform keyword research and manage campaigns • Direct traffic with a “Responsive/Mobile” website • Research and build multiple target audiences • Build healthy organic following to optimize paid advertising spend EMAIL MARKETING • Communicate to customers with scheduled frequency using tailored messages from an email marketing tool • Use a campaign schedule to send a “what’s in it for them message” to prospects All digital marketing dimensions which must be addressed • Website / branding • Location Services • Social media presence / posture • Reviews • Paid Advertising • Email campaigns Digital Marketing tools and techniques are changing rapidly – offering opportunities for the small businesses that capitalize on the opportunity.
