A good digital marketing strategy must keep up with the times. In 2024, there are certain activities that resonate with consumers more than others.
Here are three digital marketing strategies that should lie at the heart of your online presence heading into the second half of 2024 and beyond.
Use Social Media Purposefully
Social media is a powerful marketing tool. It has a huge collective reach and caters to huge audiences across every demographic. (TikTok, for example, is primarily used by adults under the age of 34.)
The nuances and scope of social media mean you need to create a social media strategy if you want to use this marketing tool successfully. Find platforms where your target audience congregates. Work with influencers to reach curated audiences with instant buy-in. Create content that informs and engages with users. You can also tap into the multimedia element of social platforms to create images and videos, which remain popular marketing trends.
Don’t be afraid to get involved in the action, too. Interact with consumers and answer questions. If you can create genuine, authentic social content, it can build brand authority and create social proof that reinforces your company and its health and wellness offerings.
Amplify Earned Media With a Digital PR Strategy
Earned media is another major aspect of any successful digital marketing strategy. This refers to things like guest posts, press releases, and other content that you influence but which lives on third-party websites.
Earned media can be tricky to engage in since you typically don’t retain much control over the final published product. But it’s worth investing in, all the same, as it’s difficult to overstate the effect on consumers of a mention in an industry publication or influencer.
If you want to make the most of the earned media option, make sure to craft a digital PR strategy. At TruLife, we find that press releases are a particularly effective way for health and wellness brands to cut through the white noise and get picked up by a wide variety of industry news outlets and publications.
Optimize Owned Content for Search Engines
Owned content is the content that lives on your brand’s website. This can be sales pages, contact forms, and blog articles. In every case, you want to make sure you’re optimizing your owned content for SEO (search engine optimization). For example, make sure you are:
- Focusing on keywords related to your niche in the health and wellness industry.
- Linking your content to high-quality external sites as well as internal pages on your website.
- Creating metadata, such as titles, descriptions, and alt text, to help search engines understand what your content is about.
You also want to make sure you’re keeping up with the latest developments in the SEO world. For instance, a recent leak of an internal Google document showed that you want to make sure you pick good anchor text for each hyperlink you create and surround it with text that gives more context to the linked text.
By investing in SEO-optimized, educational content, you can create a website that shows up in search engines, generates traffic, and helps put your brand in the health and wellness spotlight.
Boosting Your Wellness Brand’s Online Presence
Building an online presence for a health and wellness brand isn’t easy. The marketplace is saturated, and you want to have a solid plan in place if you expect to cut through the white noise.
If you lack the resources to create a solid digital marketing strategy that is up-to-date with 2024’s best practices, reach out to our team for a free consultation. Our veteran marketers can help you come up with a plan to boost your marketing and distribution strategy as we head into the second half of the year.