There are endless possibilities in the world of digital marketing. And when you’re just starting out, it can be tricky to know exactly where to direct your attention first. What digital marketing strategy is best to take?

For the biggest impact, consider both the start and end of your lead generation. The beginning is where a person is just learning about who you are and what you do. The end is where they’ve found out everything they can about you and are ready to become a loyal customer. By focusing on these two areas you’ll speed up the momentum of any digital marketing strategy. Concentrate on the following as your starting point.

The ‘About’ page on your website

Anyone who wants to know anything about a business will usually head over to the ‘About’ page. They want to hear your story and understand more about your brand. So, the content you have on this page of your website is integral to any digital marketing strategy. While the rest of your website can be focused on your products and services, your ‘About’ page should be focused on your ‘why’. Why did you start this business? What are your values? What’s your mission? Think carefully about your ‘who, when, what, why and how’ is this is the kind of information that your potential customer is looking for.

Take note though. Your customer isn’t interested in the evolution of your business or your own life story, except where it may relate back to them. So exclude the office relocations and birth of your children or any of the usual longwinded details that would usually not be of interest to someone you’ve never met. If you’re looking for inspiration, the team over at Rollie do it exceptionally well.

Write sales-directed content

Before a person commits to a purchase, they usually have a number of questions. These questions may be directed to your sales team or the person may go hunting on your website to find their own answers. It makes sense then to address this with your digital marketing strategy. Write content that helps them answer their questions and tackle any barriers that may be preventing them from committing to a sale.

One great way to do this is to invite website visitors to sign up to your mailing list and then drip feed them a number of emails that keep them engaged with your brand (check out our top hacks for clickworthy emails here). Another approach is to focus your blogs on these types of topics. Or, you may like to take this approach with your social media posts.

Tweak your CTAs

A CTA (call to action) is a deal closer on your website. It’s where you invite a user to take some kind of action, whether it be proceed with a purchase or hand over their email address to keep hearing from you. CTAs are a key part of a digital marketing strategy but, more often than not, they’re poorly executed. You want to use clear, concise and strong language that compels someone to take the next step. You want to try and generate FOMO and provoke emotion so they act immediately.

You may like to present your audience with an exclusive time sensitive offer or entice them with some free content. Don’t be afraid to get creative and test out a few different approaches to optimise your CTAs.