A 360 digital marketing strategy simply refers to a marketing campaign that touches on all points of contact with a customer. This includes:

 

  • SEO (Search Engine Optimization)
  • Inbound lead nurturing
  • Social posting
  • Content and content marketing
  • Website
  • PPC (Pay Per Click advertising)
  • Customer communications
  • Outbound email campaigns

 

This type of marketing strategy means that you think about your customer’s journey holistically:

 

  • How do they make their way to your website?
  • What drives them to purchase?
  • How do you help them move through this process with as little friction as possible?

 

What Are the Main Benefits of a 360 Campaign?

The biggest benefit of a 360 digital marketing strategy is that you reduce the gaps in your strategy. When done correctly, you get more potential customers and engage them in more ways. This means that fewer potential customers can fall through the cracks.

 

1. Search Engine Optimization (SEO)

Most online customer experiences begin with a Google search. That means that having a high ranking on SERPs (search engine results pages) is very important for finding new customers for your business. 

 

The way you reach these high rankings is through Search Engine Optimization or SEO. 

 

Putting effort into your SEO helps build brand awareness, and increase the number of people who visit your website naturally.

 

To begin optimizing your website, you need to start by getting to know your audience. More specifically, what keywords would they use to find the services you offer?

 

Tools for this research include:

 

  • Google Search Console
  • Google Analytics  
  • Google Trends
  • Moz
  • Ahrefs

 

From here, you can determine your SERP rankings. Keep track of these rankings to measure how well your efforts are going. Do note that it can take months of working on SEO before you’ll start to see results, so it’s best to get started as soon as possible. It’s also important to remember that the benefits of SEO are seen in the long term. Over time, a well-optimized page will only gain more and more visitors. This is why SEO is so important.

 

2. Pay Per Click Advertising (PPC)

PPC advertising includes:

 

  • Search advertising
  • Social media advertising
  • Remarketing
  • Google Shopping
  • Display advertising

 

PPC allows you to pay for every click or impression that your ad gets on social media, websites, and search engine results. 

 

PPC is a great way to get quick results. You can target your audience quickly, and your ads will show up as soon as you get your ad spend in place.

 

For best results, however, you will want to pair this with a longer-term SEO strategy. Once you run out of budget for your ad spend, your ads stop working. You can use PPC to get quick traffic while building your SEO for the long term. 

 

3. Customer Relationship Management (CRM)

Client acquisition is expensive. This means that your goal should be to have repeat customers. To do this, you need to make sure that the customers you have are enjoying their experience with you. After-sales services are incredibly important. A complete digital marketing strategy should include customer communications and good customer service.

 

There are three factors that go into a strong sales process:

 

  1. The handover from your sales team to your delivery and customer service teams
  2. Getting to know your clients on a one-to-one basis
  3. Delivering on your customers’ needs

 

4. Email Marketing

Email marketing is a great way to engage existing customers, and nurture leads. For best results, use personalized content that directly addresses your target audience’s pain points. Otherwise, your emails can come off as spammy. There are plenty of tools available to automate this process.

 

5. Social Media Marketing

As a small business, leveraging social media marketing can be a huge boost to your online presence. It’s also a great way to get targeted content directly to your audience. 

 

Some of the most popular social media platforms include:

 

  • Facebook
  • Twitter
  • Instagram

 

Twitter and Facebook, especially, allow you to target customers with cheap cost-per-click ads. 

 

If you own a B2B business, you may also want to look into LinkedIn. It may be more expensive than other social media platforms, though.

 

6. Content Marketing

High-quality content that speaks to your target audience’s needs can be a powerful way to attract more people to your website and services.

 

Content comes in many forms:

 

  • Infographics
  • Videos
  • Tutorials
  • How-to guides
  • Blog posts
  • eBooks 
  • Social posts

 

It’s a good idea to test what your audience responds to most. 

 

For best results, use your content to encourage prospects to download lead magnets.

 

7. Your Website

All of your digital marketing efforts should end with your website. This could mean a landing page, a services page, or something similar.

 

Your site needs to have strong calls-to-action that capture your audience’s information for your lead nurturing process.

 

Finally, take into account that mobile traffic comprises a large portion of all internet traffic. This means that your website should look good on mobile devices as well as desktops. It’s always better to have a usable website than just a pretty one.

 

Finding Your Solution

If you need tips for improving a 360 digital marketing strategy, why not avail yourself of a marketing strategy? Search for reviews for marketing agencies to decide the best option for you!