Digital marketing has grown complex over the last 30 years. In the beginning, each platform worked in isolation in a silo effect. As human needs for the internet grew, technology changed to meet them. With easier access to the internet, various platforms (Facebook, Instagram, Google, Bing etc.) started to shift—and to pick up “cues” from each other. After years of growth (and coding ), everything on the internet connects to put the world at our fingertips. They work together like the four wheels of a car. Understanding how everything works is essential to driving an effective digital marketing strategy. 

Wheel Number One: Websites

The days of AOL, Prodigy, and Compuserve are long gone. Website requirements have changed greatly and today there are practically unlimited solutions offering custom and templated sites. Google depends heavily on websites for search ranking purposes and has “rules” that it requires. When building a website, you have to consider user requirements, search requirements, as well as content and design.

Wheel Number Two: Search Engine Optimization (SEO)

SEO has grown into six different subsections. Think of each section as a lug nut on the SEO wheel. These are organic, local, mobile, pay per click (PPC), voice, and AI (in its infancy). Each of these aspects of SEO influence different placement within the search engines, especially Google. If you want your website to rank well and to draw in new leads, you have to make sure your SEO tire has air.

Wheel Number Three: Social Media

Social media offers a wide range of platforms that are used by different demographics. Knowing your target demographic helps determine the platform that is needed. Typically, the main social media platforms are Facebook, Instagram, Nextdoor, and TikTok. 

Wheel Number Four: Reviews and Mentions

Online reviews cross to all aspects of the marketing car. They’re often found on websites, and they can show up in Google searches for a business. People leave reviews on social media pages, and they can even affect a website’s SEO ranking.

The Chassis: Blogs

Updating website content is a great way to keep your car running smoothly. Google loves blogs that are unique, live in one place (hint: it’s your website) on the internet, and are updated at least monthly. The blogs provide critical support to all four wheels of the marketing car. They exist on your website, help improve your SEO, make great promotional posts on social media platforms, and help address questions or themes in reviews. 

The Driver: Marketing Plan

The car needs someone driving it down the marketing road. This driver is the marketing plan, which navigates how to reach the goals of the company and how/where the four wheels of the car should go. Once the car makes its trip, the marketing plan can serve as the post-trip synopsis. Were the goals met? How successful was the journey? What were the results? Measuring the actions of the car is just as important as maintaining the marketing car itself. The results of the journey help define how and where the marketing car will journey next. 

No matter what part of your marketing car needs a little help, Beyond Indigo Pets is here for you. Our team of expert marketing mechanics and drivers is here to help you build and drive your car toward your desired results. To learn more, please call (877) 244-9322 or fill out our form.