What Every CEO Needs to Know About Digital Marketing


May 17, 2016 By

Cheryl Dykstra

Try to think of the last time you used the yellow pages. Now think of the last time you looked something up on your phone. We’re living in a digital world, and if your business is not living in it too, it will surely die.

That is why you need to know these things about digital marketing…

Search Engine Marketing is Still Essential

Even though advertising channels have become more sophisticated with their targeting, being found naturally in the search engines is always going to provide a benefit to your business.

  • 93% of online experiences begin with a search engine
  • Inbound leads (such as search engine visitors) cost 61% lower than outbound leads
  • Companies that blog have 434% more pages indexed by search engines; and companies with more indexed pages get more leads

Choosing not to properly optimize your website for search engines is choosing to not capitalize on digital marketing and losing market share.

Digital Marketing Doesn’t Stand Still

Talk to any digital marketer and they will tell you that the industry and their jobs change with every year, and are very different than five years ago.

Google is constantly making updates to their algorithm. In addition, we see changes in pay-per click (PPC), like the recent update where Google removed the right-hand side ads.

It takes a dedicated team to anticipate and proactively react to these changes in the digital marketing world. Missing one major update or new feature release could either hurt your results or put you behind your competition.

Your Marketing Efforts Never Sleep

Because of the fluid nature of digital marketing, your newly optimized website or brightly polished PPC campaign may soon lose effectiveness. Even if a campaign shows great results for months after it launches, that upward trend will most likely not continue that way forever.

Google changes their algorithm frequently, and industry trends are always changing. If your business is not staying on top of these changes, all of your positive efforts can turn to negative results if you're not constantly paying attention.

Build Your Business on Multiple Marketing Strategies

In addition to search engine changes, there are always new channels with which to get your message out more effectively. Marketing and sales automation isn’t a completely new software idea, but it is starting to gain speed as a powerful system that when implemented properly, is designed to capture leads, continuously communicate/nurture those leads, and successfully turn those leads into business opportunities and sales. These types of digital innovation allow businesses to stay ahead of their competition and get more ROI.

It Takes a Team to Run Effective Digital Marketing Campaigns

There are many moving parts when it comes to a digital marketing campaign; SEO, PPC, marketing automation set up and campaign creation, web design and development, social media marketing and advertising, content marketing, and more. One person alone cannot complete all of these tasks but all are important for the success of your marketing efforts.

By working with a digital marketing company, you can gain access to all of these departments that will work together to create a successful campaign and strategy.

Become Invested in Your Digital Success

Knowing how your digital marketing efforts impacts your bottom line and how increasing your marketing budgets and building your online presence can also increase your ROI is one of the most important things you can do for your business. The sooner any CEO can understand the value, and potential, digital marketing can have on the business the sooner you'll see the results.

If you’d like to have an experienced digital marketing team to support your business and marketing campaigns, give us a call at (407) 682-2222 or use the contact form below.

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