BUS2025 Client Background Information Sample
Introduction
In today’s contemporary world the approaches of traditional marketing is being faded away slowly and gradually and in return the aspects of digital marketing is taking its place. Digital marketing is regarded as a type of marketing approach that includes the utilization of various types of digital channels through which brands are able to interact with consumers within the market (Nataliia, 2020). Therefore, in this report, the digital marketing strategy that the given company, which is Career Guidance Charts, may adopt to reach a wider base of consumers will be discussed critically.
Background
Career Guidance charts is a small company based in the USA and the organization was started in the year 2013 and since then the company has expanded to different areas of education. The company is committed to teach students through the means of info graphics and has developed several info graphics products along with digital products and roller banners and career posters as well. One of the constraints the company has been facing is selling its products to a wide range of schools and given the products that the company has, with the right and most proper digital marketing strategies that may be solved. In the last few decades the use of data science that fosters the process of decision making and extracting relevant insights and information from large sets of data within the arena of digital marketing has increased a lot (Saura, 2021).
The company has not been able to create substantial brand awareness and the targeted audience is also not proper for the marketing goals as in high and middle schools teaching with info graphics may not be considered as a viable option by many. According to research, understanding as well as evaluating the image of a brand is extremely imperative for marketing purposes and there are a variety of tools and techniques that may be used to measure the image of a brand (Plumeyer et al., 2019). However, even if most of the schools, along with colleges and rehabilitation centres come on board for using the company’s products to teach individuals, the main obstacle remains in the same arena, which is brand recognition. Apart from that, the market that the company wants to operate in is quite a niche market and not any individual has idea or completely understands the concept of the same, which may be regarded as another challenge that is getting in the way of the company receiving significant revenue.
Social media strategy
One of the most relevant and impactful digital marketing strategies that the company may need to focus on is social media strategy as social media platforms have quite an impact when it comes to help a brand acquire recognition, since the majority of people are now using social media these days. The past centuries have seen the gradual evolution of social media from a marketing tool to an intelligent source for marketing and it has become alarmingly important for marketers to use the same strategically to gain competitive advantage and enhanced performances (Li et al., 2021). The company may open its YouTube channel in which the owners may talk about the company and its products in brief to help people know about the relevancy of the products and the reason for which those may be beneficial for teaching in the classroom and other places as well.
In addition to that, running social media advertisements, such as on Instagram and Facebook is another impactful option for attracting the attention of consumers, since these social media advertisements target the consumers to whom the company wants to sell its products to. It is stated that the engagement with the advertisements shown on social media itself is a primary key in elaborating the way social media engagement is related to the evolutions of advertisements and advertisers are enthusiastically incorporating social media in the advertisement campaigns (Voorveld et al., 2018). Listing the products on Facebook marketplace or the most imperative thing which is influencer marketing may also help the company to get the desired outcome it wants.
Through the means of influencer marketing the company may select an individual who has quite a lot of social media followers and ask that person to promote the products to make sure that a vast majority of people have awareness regarding the existence of the company’s offerings. Throughout the years, the popularity and hype surrounding social media influencers have been increasing at an alarming rate, which has led this kind of marketing strategies to be adopted by marketers at a large scale and quite prevalent in terms of organizational strategies (Vrontis et al., 2021).
Figure 1: Benefits of influencer marketing
(Source: Vrontis et al., 2021)
Search engine strategy
Apart from the social media strategy, the company also needs to focus on its search engine strategy, since search engines are the most imperative tools when it comes to help a brand get more recognition amongst its target market. On a broader note, if the search engine strategy, which is dependent upon Search Engine Optimization (SEO) of a company, is extremely efficient then their website will appear on top whenever an user searches for a similar product sold by the company on the internet. SEO marketing is a type of internet marketing that helps the promotion of a company’s websites by enhancing its visibility on the search result page and the SEO keywords are phrases and keywords that make it possible for users to find any given page (Das, 2021). Therefore, the given organization needs to include as many relevant keywords as possible in the written content within the company’s website and attempt to keep updating it frequently to ensure that the company’s website is ranked at the top in a search engine.
In addition to that, off page SEO meaning that the company will also have to answer some relevant questions about a similar business in different forum and question and answer platforms and skilfully link the company’s website to increase the visibility of the brand. Off page SEO is a technique that is conducted outside of a website by creative relevant back links to a company’s website and this approach is able to make the given website an organic promotional resource for driving traffic (Wijaya et al., 2021). It needs to be mentioned that relevant keywords is the most imperative aspect to keep in mind concerning search engine strategy, since irrelevant ones will not help the brands to be found by the consumers on the internet and that will further restrict it from gaining the desired capital as well. According to research, SEO is an extremely imperative technique that facilitates the websites to improve its ranking in the search engines as every owner of a website attempts to have the individual’s websites ranked in the top list of a search engine (Patil and Patil, 2018).
Figure 2: Search Engine Optimization
(Source: Patil and Patil, 2018)
Content development
Besides the social media strategy along with search engine strategy, content of a website or any other digital channel for that matter needs to be regarded as one of the top most priorities by brands to ensure user engagement with the company’s digital presence. Content marketing is becoming a primary pillar of the marketing mix of a company and it is also an effective tool for companies that are looking to modernize the market activities through the means of digitization (Ho et al., 2020). The content of the company’s websites needs to be innovative and elaborative which will be significantly helpful for the visitors to understand about the product that is being sold and its usage as well. It needs to be mentioned that competent digital writers utilize technology and skills, proper use of language and effective writing skills along with an analytical approach to help in informing the individual’s decision (Lawrence 2022).
In addition to that the content needs to be exciting and pleasant to look at meaning the usage of images and videos within the website will be impactful for readers to read the complete blog or content without feeling discouraged. The written content may absolutely not be plagiarized as that will lead the search engines, such as Google to not rank the page and the company will not have any flow of traffic as well. One of the most significant ways to engage users instantly with web content is by creating a list or table of content off all the aspects covered in a blog or page. This will ensure that users may click on a given subject and will automatically be redirected to the page in which more details about the certain aspect of the product will be given.
The content of the website needs to be structured and a flow needs to be maintained and most importantly using relevant keywords and internal linking will further enhance the quality of the content. The moment organizations become transparent in terms of providing information to the consumers, the individual instantly gets provoked to show and acquire more interest in it (Rosario and Cruz, 2019). However, it also needs to be established that keywords are not supposed to be stuffed or used excessively in a web content as that may prevent the page from being ranked higher in a search engine result page. Lastly, it needs to be established that any given page that has word count more than 3000 will have a better performance in the search engine ranking (SHUKLA, 2021).
Objectives, analytics and metrics
The overall objectives for the recommended digital marketing strategies are to help the client in improving and enhancing its digital presence through which the company will be able to get more brand recognition amongst its target audience. That will be helpful for the company to receive its desired financial gains by selling more products. It needs to be mentioned that the given digital marketing strategies, such as the effectiveness of the social media campaigns and the effectiveness of the social media advertisements may be perceived by the amount of likes, shares and comments a social media post will receive. On the other hand, another metric that may be referred to for measuring the effectiveness of the recommended digital marketing plan is by evaluating the number of visitors the company’s website gets by assessing the click-through reports. However, it needs to be mentioned that oftentimes some software created for blocking advertisements allow internet users to gather information without generating any revenue through the advertisements for the owner of the sites which ruins the purpose of investing on the same (Shiller et al., 2018).
The company may also calculate the average amount of time an user spends on the website as that will provide some idea regarding whether or not the consumers are finding the content of the website engaging. The source of traffic on a website is another metric that may be used by the company to comprehend from which source the majority of the traffic is coming from. For the websites whose primary source of income by selling products and services need to focus on keywords that will appear in relevant sentences at the foreground as the websites are the best sources of placing advertisements for increasing a business’s online presence (Tomič and Šupín, 2019). For instance, if it is seen that an extremely small amount of users are coming from social media then the company will have to use an alternative approach for its social media campaigns to make it more effective and fruitful.
The amount of new and recurring visitors may also be helpful in understanding if the content the company is providing is perceived as valuable by the users, since if the consumers do not find the information useful then the individuals may not visit the websites again. The number of times a page has been viewed on the company’s website is also another metric for understanding the effectiveness of the strategies as well.
Conclusion
Finally, it may be concluded that the above-mentioned digital marketing strategies may prove to be quite beneficial for helping the given organizations to enhance its online visibility for gaining more revenue. Digital marketing has seemed to have revolutionized the marketing aspects of the commercial business arena and also has proven to be more effective as well.
References
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC Press.
Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing.
Lawrence, D., 2022. Digital Writing: A Guide to Writing for Social Media and the Web. Broadview Press.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), pp.51-70.
Nataliia, T., 2020. Priority directions for development of digital marketing in the conditions of globalization. Pandemic Economic Crisis: Changes and New Challenges to Society, p.227.
Patil, V.M. and Patil, A.V., 2018, August. SEO: On-page+ off-page analysis. In 2018 international conference on information, communication, engineering and technology (icicet) (pp. 1-3). IEEE.
Plumeyer, A., Kottemann, P., Böger, D. and Decker, R., 2019. Measuring brand image: a systematic review, practical guidance, and future research directions. Review of Managerial Science, 13(2), pp.227-265.
Rosario, A.M.F.T. and Cruz, R.N., 2019. Determinants of innovation in digital marketing. Journal of Reviews on Global Economics, 8(1), pp.1722-1731.
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.
Shiller, B., Waldfogel, J. and Ryan, J., 2018. The effect of ad blocking on website traffic and quality. The RAND Journal of Economics, 49(1), pp.43-63.
SHUKLA, P., 2021. DERIVING TRAFFIC TO A LIVE WEBSITE USING WEBSITE OPTIMISATION TECHNIQUES.
Tomič, A. and Šupín, M., 2019. Increasing website traffic of Woodworking Company using digital marketing methods. Acta Facultatis Xylologiae Zvolen Res Publica Slovaca, 61(2), pp.153-161.
Voorveld, H.A., Van Noort, G., Muntinga, D.G. and Bronner, F., 2018. Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), pp.38-54.
Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A., 2021. Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), pp.617-644.
Wijaya, D., Daniawan, B. and Gunawan, Y., 2021. Search Engine Optimization (SEO) As A Promotional Media On Google Search. bit-Tech, 4(1), pp.31-39.
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