What Is The Best Strategy For Your Digital Online Presence In The Post Pandemic Era
Over the past two years, many things have changed in the digital advertising world.
First and foremost, consumer behavior has changed significantly. Shopping for services and products is done online, and from mobile devices, now, more than ever.
In April 2021, Apple made a change in their privacy feature that resulted in users having the option to deny apps to track their behavior across other apps. This led to most users choosing to not let the app track.
Google prioritizes mobile over desktop. What that means is that Google predominantly uses the mobile version of a website for indexing instead of the traditional desktop version. If your website is not mobile friendly, you are left out.
On a global level, Android phone users have declined to just under 70%, a decline from the 77% share of the global smartphone market in 2018. iPhones on the other hand have seen an international growth to 25% of the world’s phones, an increase from the 20% from four years ago. According to the research, by Q2 of 2022, most of the phones sold were from five brands: Apple, Samsung, Xiaomi, Oppo and Vivo. Across the U.S., Apple continues to dominate the premium smartphone market holding 57% of sales in the segment. With the iPhone 14 launch event happening in the coming weeks, the company is showing no signs of slowing down. [1]
The goal is: Be seen where your clients are looking!
The most important thing you can do for your business is: A website. Your website is vital to your business in the following ways:
It needs to be properly built to handle all devices
It needs to have good and plentiful content for SEO
It’s necessary for organic ranking
It increases your brand awareness
It improves your business credibility
It provides detailed information on services and products
Puts your clients in direct touch with you via chat, phone, and contact forms
Allows for consumers to see your products and offerings
Provides a vehicle to inform and teach both your customers and Google
Reputable companies all have a website; consumers expect it
Your competitors have one
Shows that your business is legitimate
Provides a first impression to your professionalism
Allows you to engage with your audience
Cultivates relationships
Provides a place for ad clickers to go to.
Search Engine Optimization. Search engine optimization is a tactic to get your webpages to rank higher in search engines organically (not paid ads), so it is easy for your client-base to find.
Organic search is often the main source of website traffic on search engines like Google, Bing, etc.
Like a state-of-the-art website, Search Engine Optimization helps to build credibility and authority. When you show up high on search engines organically, it makes consumers feel a sense of trust.
Blogs help to teach both AI search engines and consumers
PPC Advertising. Highly targeted campaigns on Google and Bing can bring in traffic that is more likely to convert. You can also run branding campaigns that help get your business and brand known to people who may not know you exist. If you sell products, shopping and performance max campaigns can get those products directly in front of consumers looking for them.
Social Media Advertising. Running campaigns on social media platforms can provide slightly different goals than on search engines:
Audience Targeting
Engagement
Location Targeting
Interest Groups Targeting
Social media platforms also allow you to directly interact with your customers and interested parties. You also get different metrics on your engagement and interactions:
Posts on Facebook
Pins on Pinterest
Videos on Tik Tok
Likes, comments, shares
A reputable digital advertising company can save you both time and money. As this is all that we do, the cost of hiring a digital advertising company is much less expensive than hiring an inhouse marketer.
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[1] https://hypebeast.com/2022/9/apple-iphone-overtakes-androids-us-market-share