Even before we had to do almost everything we do online one day due to the pandemic, the online market was a crowded and over-saturated market. This of course creates opportunities, but it also means that it is becoming increasingly difficult to make your company stand out. Do you find yourself stuck in a rut and not sure how to make your brand stand out? Or are you a new company looking for a customer base? Then the following digital marketing strategies may be able to help you further.


1. Search engine optimization (SEO)

With SEO you improve your website by means of keywords and phrases, so that it scores better in the search engine results. When it comes to digital marketing, SEO is an absolute must. It 'intercepts', as it were, every member of your target group - regardless of where they are located in your sales funnel. The reason for this is that almost every user starts their search for a new product or service with the help of a search engine. For example, did you know that 80% of the consumers does their product research online? 


To emphasize the importance of SEO as a strategy, it is good to be aware of the following points: 

  • Less than 10% of the searchers will advance to the second page of the search results 

Generally, when a user performs a search on Google, they don't click beyond the first page of the results. This means that it is crucial that your company has a place on the first page. 

  • More than 30% of the searchers click on the first result

Knowing that there are so many users who find their answers on the first page of the search results, it is clear that you will not score if you are on the second page. Because even if you offer exactly what people are looking for, you are hidden from them that way. Out of sight out of mind.. 

These are a number of reasons why an effective SEO strategy is essential. Using SEO as part of your online marketing strategy can help you attract more potential customers and generate more income. Do you want to get started with SEO, but do you have no experience with it? Take a look if one of these desks can help you with this. 

2. Pay-per-click (PPC) advertising

PPC, also known as pay-per-click advertising, is a strategy that allows you to place advertisements on SERPs, social media and other websites. You pay every time someone clicks on your ad. 

PPC is one of the most cost effective advertising methods. For many companies just starting out in digital marketing (or looking for a quick boost), PPC can be a very useful strategy. It pushes your website to the top of the search results, which can be very useful if your company's organic search result ranking is a few pages deep. But why should you include PPC as a strategy?


Here are some figures: 

  • Businesses earn an average of $8 for every $1 they spend on Google Ads

Google processes more than 60,000 searches per second (more than two trillion searches per year) and is the go-to platform for PPC campaigns. That is why many companies invest their PPC budget in Google Ads, it offers an impressive ROI.

  • Users who click on an ad are 50% more likely to buy a product

Since PPC ads target transaction-intent keywords, it is not surprising that many users actually purchase the product / service. 

Even if your business already has an established presence in search results (say you're on page 1 for several high-value keywords), PPC can further optimize your conversions. That is why PPC and SEO often work together to achieve your digital marketing goals.


3. Content marketing

In content marketing you focus on reaching, engaging and connecting with consumers through content. This content, e.g. videos, blog posts, infographics, etc., provides users with value. However, it should not be sales-oriented text, but informative content. 

With the ability to connect with the audience across the sales funnel, as well as the doubling of website conversion, content marketing is a smart digital marketing strategy to use.


A few other reasons to use content marketing as a digital marketing strategy to get noticed include: 

  • It generates 54% more leads than traditional marketing

Content marketing is a long-term and ongoing strategy that delivers an impressive ROI. That ROI includes both new leads and customers for your business, as well as increases in your conversion rates.

  • More than 60% of users prefer companies that create content

 In today's online market, users have a lot of power. They can choose to read or ignore your messages, whether they are promotional or informational. However, many of them respond well to corporate informational content. 


4. Voice search optimization

As more and more people buy smartphones and voice-activated speakers, voice search has become a new and popular way of searching for services and products. As the name suggests, this strategy is all about optimizing your company's existing and new website content for voice search. The purpose of this is to earn the featured snippet or 'zero position' in Google's search results for your website.

Why would you want this? Because the various voice assistants, such as Siri and Alexa, use this featured snippet to respond to voice searches. So, if a user asks Siri, for example, “How do I clean a dishwasher?” Siri will answer using a featured snippet. 

This strategy becomes even more important if you are a local business as many users rely on their mobile devices (and voice search) to find a restaurant, salon or hardware store in their area. 


Other motivations to invest (as soon as possible) in voice search optimization include:

  • Nearly 50% of the adults use voice search every day

Analysts expect this percentage to rise even further in the coming years. This will ensure that the early adopters of voice search optimization benefit the most - their websites will already be ranked for featured snippets, leading to more traffic from consumers in their target market. 

  • The voice search optimization market is becoming increasingly competitive

Every day more companies are optimizing for voice search. They use the same strategies and therefore have to compete with each other. 

Most companies that optimize for voice search nowadays do that as an afterthought. They try to make changes to their existing content to make it more suitable for voice search results. While this approach can be quite effective, it's not worth it in the long run. If you really want to stand out from the crowd, it's wise to consider using voice search optimization from the start of content development. 


5. Video marketing

Video marketing focuses on improving brand awareness, conversion rate and revenue. It achieves these goals by creating valuable and high-quality content for users. This strategy (just like voice search optimization) appeals to the current user behavior of your target group. For example, adults spend up to five hours a day watching videos. In addition, brand awareness increases by almost 140% after a user views a video, be it a product announcement, a how-to video, or a relaxed behind-the-scenes video. 

Some examples of types of videos for video marketing are: instructional videos, announcements, behind the scenes, events, etc. 

As video marketing has the potential to improve conversion rates, it is becoming an increasingly popular digital marketing strategy. As a matter of fact, it is also an excellent addition to email marketing and content marketing, both of which benefit from the use of videos.


Below some additional reasons to use video marketing in your strategy: 

  • About 90% of the users use videos to make purchasing decisions 

As with content marketing, videos can also influence user purchases. A how-to video, for example, can convince users that your product is the best fit for their business or lifestyle. If your company invests in influencer marketing, a video from an influencer can also convince users to choose you. 

  • Web pages with video are 53 times more likely to be on the first page of search results

Getting top ranking in search results is critical, and for that reason optimizing your web page is essential. With videos to complement your content, you can earn a better position for competing search values - which can result in more valuable traffic and leads for your business. 


Are you ready to get started?

Digital marketing is one of the best ways to reach new customers and achieve your business goals. Whether you are looking for more sales, turnover, awareness or loyalty, digital marketing is the way to go. Hopefully, this article has given you some great tips on how to apply digital marketing to stand out from the crowd.

However, the success of your digital marketing strategies does depend on their development and implementation. Therefore, it can be a good idea to work with an experienced agency. 


Written by: Carlin Klein Wolterink | www.sortlist.nl