4 Fundamental Digital Marketing Strategies

4 Fundamental Digital Marketing Strategies

Digital marketing strategiesPick up your smartphone or tablet right now. Now turn it off. Not so easy, right? If you are like a majority of Americans, you can’t because you need to check it at least every hour. Whether you are reading emails, browsing Facebook posts, or answering a text, your internet connected phone is an essential part of your daily routine.

To leverage this constant connectivity in order to benefit your business, there are 4 Fundamental Digital Marketing Strategies that need to be implemented.

  1. Keep your website up to date, mobile-enabled, and ready to transact. This means allow your website to act as your first salesperson and customer service staff. Allow your clients to make payments, schedule appointments, and have their questions answered by chat or FAQs quickly. Ensure that you have email newsletter signups, multimedia content, and white papers or ebooks for download.
  2. Send emails to your clients and prospects. Best practices are to use a marketing automation software for drip campaigns, but if you are not ready for that type of efficiency, ensure you are getting 2-4 email announcements out each month. Announce special offers, interesting industry news, company news, and other information that will help the reader care for their concerns.
  3. Optimize your web site for search engines. Develop content every week that goes on to your blog about topics that help the reader care for their concerns. How-to tips, new product announcements, and ‘What is next?’ are great topics. The benefit of adding blog content is that it provides content for email and social media.
  4. Claim, update, and optimize your social media presence. Establish the profile of your current clients for each of your products. Get to know the different services and speculate about where your clients and targets are likely to get information from. Develop content at least weekly. For example, Instagram is big for GenY and Pinterest is big for women of all ages. The challenge can be to know each user group in relation to your business and to develop content for each of those platforms in an engaging way.

Social Media Success Stories


A hotel in Australia created a “selfie” space and offers a free night stay to guests with over 10,000 followers. They also have an ongoing contest for a free night stay won by the best Instagram photo.


A stylist and fashion blogger has almost a million followers by making her content creation a priority. She has over 6,000 pins on 44 boards. She has successfully built her brand and blog on Pinterest. The value of the internet to generate business is undeniable. From health clubs to restaurants to commercial real estate, every industry’s first resource is the internet. Some user groups use four or more internet resources to make purchasing decisions, so having your strategies current is essential. The use of mobile devices to research in real time purchasing is a exhibited by about 30% of end users. This development needs to be reviewed by your team to speculate how you will leverage this trend. Assessing your brand advocates, target markets, and methods of advertising will provide you the opportunity to clarify if you are ignoring any of the fundamentals mentioned and develop an action plan to leverage across platforms.

1 Minute Marketing: SEO isn’t Dead — It’s Just Different

1 Minute Marketing: SEO isn’t Dead — It’s Just Different

Search Engine Optimization isn't deadThe push-and-pull between Google and businesses is a delicate dance. Google’s stated goal is to provide the best, local search results for its users so that people can find what they are looking for, whether it’s the score of the game last night or the weekend weather forecast for Eureka, CA.

Every individual business and brand, on the other hand, want people to find them specifically. Some people try to game the system using what are called “black hat tactics” to illegitimately get ahead. That’s why SEO strategies keep changing. Google tries to weed out the websites that use such tactics, updating its algorithm regularly to better define what makes content worthy of its users.

This means, however, brands that follow the rules using “white hat” tactics must keep up on the latest local search strategies to stay ahead and not accidentally be penalized by new rules intended to punish charlatans.

Google keeps the specifics of its algorithm a closely guarded secret, but here’s what we do know:

  • The content on your website must be put together well. No typos or broken links.
  • Every page should have an image with the metatag information filled out (it’s what tells the search engine what an image is).
  • Break up content with heading, subheadings, and lists to improve readability.
  • Incorporate keywords sparingly. The search terms you think your best prospects will use to locate your brand should be incorporated into the content of every page. Keep in mind they need to be worked in naturally.
  • Include location specific keywords to improve your brand’s local search rank.
  • Keyword phrases can be broken up in a sentence. For example: “Implementing local search strategies will make it easier for customers to find your Eureka CA business.”

Google’s algorithm is pushing brands to produce valuable content and to act as authorities in their specific niches. How are you incorporating new SEO strategies for your brand?

Strategic eMarketing would be happy to review your brand’s SEO status and to work with you to improve your rankings through better content and SEO strategies. Contact us today to learn more.

Business Resource Spotlight: Humboldt Lemonade Day

Business Resource Spotlight: Humboldt Lemonade Day

Humboldt Lemonade DayEvery business starts because someone has a vision and the entrepreneurial spark to pull all the resources together to make it happen. Humboldt Lemonade Day fosters that spark in our community’s youth.

Lemonade stands will pop up throughout Humboldt County on Saturday, June 7, and the kids behind the counters will have created a budget, set profit goals, and learned other business basics to get their first small enterprises started. But these young entrepreneurs need the help of those who have experienced the business world firsthand.

Humboldt businesses and brands can become business partners to support the event by paying $100, offering a location to host a stand, and being creative to help these kids market their business. You won’t be responsible for setup, cleanup, supervising, or planning. What you do receive in return is well worth the effort:

  • Recognition as a Lemonade Day sponsor in promotional material
  • Ad in the North Coast Journal pull-out map of Lemonade Day Stands
  • “Lemonade Day Stand Here” sticker for your business window

The Arcata Economic Development Center and the Decade of Difference are what make this national program possible in Humboldt County. To get involved, visit http://humboldt.lemonadeday.org/.

Client Spotlight: The Jacobsen

Client Spotlight: The Jacobsen

The Jacobsen Publishing CompanyFrom its origins in 1865, the Jacobsen Publishing Company has been providing reliable daily stock market advice to brokers, traders, buyers, and sellers. The company concentrates its activities on animal and vegetable commodities ranging from biodiesel fuels and vegetable oils to grain futures and animal hides.

This vast accumulation of knowledge and techniques gives the Jacobsen a significant advantage over more generalized publications. Historical events are vital for accurate market forecasting. Combined with the Jacobson’s reputation for unbiased reporting, this background has enabled the company to run ahead of the pack when it comes to market data accumulation.

The company devotes most of its energy to its price guide, giving investors up-to-the-minute access to the information they need. That guide is the result of careful market scrutiny coupled with sophisticated systems analysis. The Jacobsen recognizes that any flaws in the guide will lead to mistrust from investors. Integrity and accuracy have served as the hallmarks of the Jacobsen Publishing Company for nearly a century and a half.

The publication is a summary of daily bids, offers, and trades. To confirm the company’s objectivity, the editors never personally trade within the markets they cover. This enables readers to comfortably form an opinion of a purchase or sale without fear of outside influence.

The Jacobsen – Bringing Transparency to Opaque Markets.