The Ultimate Digital Marketing Guide to Kick-start Your Maryland Business

Ultimate Digital Marketing Guide to Kick-start Your Maryland Business

This comprehensive digital marketing guide includes the essentials of digital marketing. We go over terms and definitions and the best marketing strategies in 2019.

There are close to 600,000 small businesses in Maryland that employ over half of the state’s residents.

There is a tremendous amount of competition for businesses, and you need to set yourself apart. That’s where digital marketing comes into play.

Digital marketing works to capture people where they seem to spend a lot of time – on the internet.

Do you want to grow your business and get ahead of the competition? You’ll want to read this digital marketing guide to take your business to the next level.

What is Digital Marketing?

Digital marketing is essentially anything that drives business to you online. This can include social media, paid ads, blogging, search engine optimization, and email marketing.

All of these strategies work together to build your brand online, drive traffic to your site, and turn visitors into customers.

Your customers take a journey before they make a purchase. They may see your brand online in an ad or through social media. That’s how they become aware of your company.

Then they may have an interest in your product or service and look your business up online. At this point, they’re doing research between your business and your competition.

They’ll then have a need or desire for your product or service. At this point, they’re narrowing down their options and doing more research online.

Once they have a decision made, they’ll take action, which will result in a shop visit or a purchase. Digital marketing reaches your potential customers at each step of the buyer’s journey through various strategies.

At each interaction, you’re building a positive impression in the minds of potential customers and you’re building trust. That is essential to build an online reputation and turn prospects into customers.

Digital Marketing Guide for 2019

Digital marketing seems to change constantly. It seems that we’re bombarded with updates and algorithm changes. Google alone makes about 600 changes to its algorithm each year.

How can you position your company to be successful despite the ever-changing world of digital marketing? It starts by taking a look at this digital marketing guide.

It Begins with a Brand

How would you define a brand? Some people will say that their brand is their logo. Others will say that it’s the website or colors of the company or the products they sell.

A brand runs much deeper than that. A brand is a connection that people have with your company. It’s a feeling that people have when they think of your company. Maryland-based Black + Decker’s brand isn’t about power tools. It’s about accomplishment.

This emotional connection is important to define at the beginning of your digital marketing because the theme and emotion will be a part of every social media post, every ad, and every email.

Search Engine Optimization

When people look for a product or service, they will turn to one place: Google. Search engine optimization or SEO is the process of optimizing your web presence to get at the top of search results.

Why is this important? The first few search results will get a majority of the clicks and calls from users. Not only that, about 75% of people don’t go past the first page of results.

From that perspective, if you’re not on the first page, your business doesn’t exist.


Blogging does a number of things for your online presence. For starters, it helps with SEO because it gives your website more opportunities to be found online because you have more content on your site.

The second thing that it does is build credibility and trust with readers.

The third thing blogging does is that it captures users early on in the buyer’s journey. For example, let’s say you’re a plumber based in Prince Frederick. A potential customer may have a plumbing issue and try to solve the problem themselves.

They’ll look up “how to solve a plumbing leak” on Google and come across your blog post. They’ll read it and later in the process, decide that they need to call in the experts.

They look up “plumbers in Prince Frederick.” They’ll see your listing, and call because they read your blog post and trust your expertise.

Capturing Traffic

One thing that you need to do is capture traffic when you get visitors. There are a lot of people who do research on your site and on average, only 2% of people are ready to make a purchase now.

You want to have a way to communicate with them in between website visits. You can encourage them to sign up for your email list. Then you can use email marketing to communicate with customers and potential customers to encourage purchases.

Tracking Results

The most important part of digital marketing is tracking results. You need to know how to read data to be able to pinpoint where adjustments need to be made.

For example, you have a digital marketing campaign that drives a lot of traffic to your website. However, you find in your metrics that people aren’t staying on your site.

That could mean that there’s something not quite right with your site’s design or it’s slow to load. In that case, you can make adjustments to the design, speed up load times, and see the time on site increase.

Tracking results also allows you to see which digital marketing tactics are working the best and which ones aren’t. That will help you make smart decisions around your marketing efforts, invest more in what’s working and cut back or adjust what’s not.

Digital Marketing for Business Success

It doesn’t matter if your business is a national business or if you’re a business based in Annapolis; you need to be online. Your online presence is often the first impression people will get of your company. You need to make sure that your business is ready.

This digital marketing guide is a brief overview of what digital marketing is and what’s working now.

Do you need help getting your digital presence in order? Contact us today for a free quote.

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