Marketing Strategy: What are you Optimized for?

As a business owner there are many different metrics that measure success, but balance in your marketing strategy is essential to achieving your short- and long-term goals.

Enduring approaches are easy to come up with, but having the patience to invest in brand awareness and high-engagement strategies isn’t easy. Driving sales through a plan that focuses on conversion do a great job of getting customers in the door, but they aren’t as effective when seeking organic growth and reach. Engaging your customers with fun and insightful content can create a legacy of returning customers for years down the road, but for your business to stay afloat until then you need sales.

Here are three ways to find the balance between optimizing for short- and long-term success:


Understanding your keywords is essential to conversions and organic reach. Focus keywords should relate to the core of your business and will help boost quality web traffic through organic search and reach.

Keywords are essential for both content and ads. In your blogs, focus keywords are the portion that will have the most impact on your search engine optimization (SEO). They should be in your title, first paragraph and placed throughout the blog. For ads, the keywords are part of how you’ll target your customers. Understanding the demographic you are trying to attract and targeting them in your keywords will make sure you’re not just increasing views or reach, but increasing the quality of your traffic.

Content Variety:

Good content needs to attract potential customers to your website, but once they’re on the page, it’s important to engage and convert them.

The easiest way to do this is by creating a blog and disseminating it through the social channels most relevant to your industry. Content such as sales and offers can attract customers, but without other more high-engagement content to support them, you won’t establish a strong foundation of returning customers.

Use a variation of advice, news, promotions and fun posts, supported by strong keywords and it will allow for sales now and brand awareness in the future.


Advertisements are essential to guaranteeing growth. You can create ads on Facebook, Instagram, Twitter, Google, Bing and many other places online, but it is your marketing strategy that will affect how successfully they perform.

With the way information is digested in the digital world, so much of the content created by businesses is never seen. Only a small percentage of your audience ends up seeing the posts you make and without ads, it might not reach your target audience.

If content is served to the wrong people it will reduce engagement and hinder its ability to gain organic reach.

This forces you consider the platform on which you are putting your budget – as we wrote about recently, certain applications will offer more engagement and awareness and others can increase conversion.

However, with all digital ads, you are able to target your demographic directly – with some applications you can narrow it as precisely as postal codes. Combine the proper use of keywords, content variety and ads and your marketing strategy is sure to reach its short- and long-term goals.

If you don’t want to have to decide between optimizing for brand awareness and sales, click here to get in touch with a professional from idig Marketing. We’ll work with you to develop a marketing strategy that will help your business grow now and in the future.

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