If you are a business owner, creating a digital presence is a necessity in today’s marketing landscape. According to the MIT Sloan Management Review, a study regarding Fortune 500 firms at the University of Massachusetts Dartmouth shows that a total of 365 companies, or 73%, were found to have a corporate Twitter account.
Now, your company may not be at the Fortune 500 level, but I’m going to go out on a limb to say the goal of every business is to reach Fortune 500 status, or at the very least be profitable. Therefore, it would be safe to align your strategies with what the most profitable businesses are doing to parallel their ongoing success. If you already have an established digital brand, the million-dollar question then becomes: How is your digital brand performing? If your business’ current digital marketing firm is not able to provide you with proven strategy, proper reporting, positive results, and most importantly a high ratio of ROI, then it may be time to start shopping around.
The Big Picture
Social media sites like Twitter only account for a small piece of the digital pie, so you should also take into consideration the benefits of Search Engine Optimization (SEO), local search, and pay-per-click opportunities. If carried out properly, not only will all these digital branding elements combine to create an online presence that will benefit your bottom line, but will also help you align more meaningful strategies to reach your target demographics.
What Google Does Affects Your Digital Brand
According to comScore, Inc., Google “led the explicit core search market in September with 66.9% of search queries conducted.” In other words, your digital marketing firm should be paying attention to what Google is doing, because Google plays a large role in how your business is found by potential and existing customers on the Internet.
The reason I mention Google is because they recently released the newest iteration of their revolutionary algorithm, code-named Hummingbird. Danny Sullivan, writer for Search Engine Land, discussed some FAQs related to Hummingbird in a blog, stating that it is “precise and fast.” This newest algorithm iteration intuitively remembers how previous queries from users were navigated based on their actions and provides users with a larger scope of relevant information and more detailed results.
Rob Garner, author of the book Search & Social: A Definitive Guide to Real-Time Content Marketing, captures the essence of our current digital marketing landscape in the very first sentence of the foreword of his book by saying, “Building a digital brand has never been so easy or difficult.” The easy part is, well… easy: create credible, quality content encompassing your business’ content strategies and you can’t go wrong. On the other hand, the hard part is staying ahead of that curve with discovery of new tools and strategies, while keeping a close eye on public opinion and their unrelenting online digital need for content.