Digital marketing strategy is constantly changing because the users’ preferences change. In fact, it has become necessary for the plans to change on a regular basis so that businesses don’t lose money. There’s no such thing as a one-size-fits-all digital marketing strategy.

Google is responsible for 94% of all organic traffic and 96% of all smartphone search traffic. Therefore, the single most important factor in digital marketing is getting your website to rank on the first page of Google. Whether a small business or large organization, when it comes to Google’s search engine algorithm, only those who use the best techniques that have been approved by Google get to see their website on Google’s first page.

Here are some simple fixes that can make sure that your website is optimized for search engine rankings as well as better lead generation:

1. Adopt video marketing

There are so many reasons that explain why video marketing is becoming a major force for digital marketing. It is in fact expected to account for 82% of consumer internet traffic by 2021. Video content is one of the most popular trends in marketing right now. More and more people are finding new, creative ways to engage their audience with video.

The advantage of using live videos is the interaction. Since live video is interactive, you can talk directly to your audience. This will improve audience engagement. To enable the video to generate more search traffic for your website, remember to put a lot of thought into it. It should include a lot of useful information and address a defined problem that your ideal customer is facing.

If you want to upload a video onYouTube optimize it with relevant keywords, it’s important that you increase the chances of your video getting more views. When finding a topic for your video, be sure to review the available content on YouTube first. It’s important to create something that rises above the rest.

2. Work Smarter With SEO

There might be a misconception that SEO is outdated. Even though the search engine landscape changes, there appears to be a trend towards identifying intent with search. SEO trends are always changing, but there seems to be a trend towards distinguishing between search and intent.

If you want to rank for a certain keyword or phrase, then your SEO strategy needs to be segmented by that specific keyword. Since not all businesses have equal resources, different digital marketing strategies are suited to different businesses. Digital marketers should always be looking for new ways to improve their results. Read more on How to Work Smarter With SEO (Not Harder)

3. Enhance Your Email Strategy

Although email is pretty ubiquitous, it isn’t likely to disappear for a long time. Based on research by HubSpot, roughly 80% of marketers have reported an increase in email engagement over the past twelve months. An interesting statistic is that email marketing has the highest ROI for small businesses.

Identifying a segment of your audience that would be interested in your products is the key to having an effective email marketing strategy.

4. Differentiate Between Branding and Marketing.

To be successful with marketing, it’s important that you understand the difference between marketing techniques and branding. Your brand is more than just a logo and website design, and it can be about your values to the customer. The visual elements of your brand (logo, website design) should reflect the emotional tone.

On the other hand, digital marketing uses tactics that are designed to reinforce your branding efforts. In other words, your marketing efforts should enhance your brand’s message and not have an opposite effect. Many small businesses fail to seize on social media marketing because they are focusing too much on their product or service. They don’t input enough effort into cultivating an active community.

It’s tempting to promote your product or services, but it’s important to remember the benefits of creating a community of loyal followers. It may also affect the appeal of your brand to your target audience.

5. Apply the AIDA Formula

AIDA stands for Attention, Interest, Desire, and Action. This strategy is neither new nor revolutionary. It has been proven to work.

AIDA works extremely well on almost all marketing channels to grab the reader’s attention. The strategy creates a sense of want, and provide them with a solution to their problem. This method of marketing is time-tested and should lead to good results.

For best marketing results, you want your apps to work in concert. You can connect data from different places so you know where your leads are in the sales funnel.