If you run a business, you probably have a website. How can you drive more traffic toward it? The answer is simple: digital marketing.

Also called online marketing, digital marketing uses the power of the internet increase your company’s visibility. There are a variety of ways to use this marketing, which means nearly any business can find success. However, to get the most out of your efforts, you need to make a plan.

Not sure where to start? The first thing you should do is determine your objectives.

Create Actionable Goals

Creating goals is the first step of any plan, as it allows you to define success and lay out a pathway to the future. Your goals need to be actionable, which means you can accomplish them through concrete steps. For example, “make the company successful” isn’t an actionable goal. While you may accomplish it eventually, there are no cut-and-dry steps for you to follow.

Instead, you should create goals that follow a process. For example, you can create a goal to “post high-quality blog content regularly.” Not only is this something you can literally do, it’s easy to see if the goal was met by looking at the blog posts to determine if they’re of high quality and posted on a regular basis.

Choose Effective Digital Marketing Techniques

There are many ways to promote your brand online. While you may be tempted to use as many as possible, this may not be beneficial to your company. Instead, you should carefully think about which techniques work together to meet your business’s unique needs.

For example, if you want to appeal to younger customers, you may try social media marketing. This involves posting on platforms such as Facebook, Twitter and Instagram. This type of marketing is excellent for connecting directly with customers. To support this strategy, you may also invest in content marketing, which is the creation of high-quality content for your website or blog. You can then share those pages, giving customer the opportunity to share them further. Doing so can help you build backlinks, which increases the likelihood of search engine algorithms giving your pages a high ranking.

Online marketing is complex, but well worth the investment. With the right approach, you can boost your conversion rates, decrease bounce rates and see a significant increase in profit. Now that you know the basics, it’s time to get started on your own campaign.