Behind the scenes of One Nine Design’s digital marketing strategy
With an estimated 5.6 billion Google searches per day, it's no surprise that digital marketing is one of the most competitive markets worldwide. Every business and nonprofit wants to make sure their ideal clients and donors know about their work and find them online, and everyone is looking for the secret or magic of hitting page one of Google or being the go-to company.
One Nine Design has experienced unprecedented growth over the last four and a half years and has become a go-to resource for small businesses and nonprofits that want to stand out among the crowd for all the right reasons.
But, there are no secrets here, and I'm not selling a formula that guarantees success. It's been a product of hard work, organic growth, and intentional consistency that has made all the difference. For those who want a look behind the scene, a few key strategies have become critical in building One Nine Design to become the best website designer in the Mid-Ohio Valley and a leading digital marketing resource for small businesses and nonprofits.
#1 Be your own case study
As a digital marketing agency, I place priority on being a shining example of my own work. As a result, my website is typically the first result if you google One Nine Design, even ahead of a few other larger companies by the same name.
I consistently test my strategies, talk to my clients and ideal customers, and use feedback to adjust my marketing. In addition, I practice what I preach about SEO work, publish blog posts consistently, and continue to learn about the best practices for the industry.
#2 Make content marketing your best friend
Content marketing is more than just producing content. It's a strategy that puts your ideal client or customer at the center of everything you publish. I spend a great deal of time creating valuable resources for my ideal clients and giving them away for free.
My own data research has consistently proven that my blog readers and email friends purchase more products from my template shop than anyone else. Those readers trust me and value my expertise. I've created more loyal customers by creating helpful content that teaches them and empowers them to market their own business or nonprofit.
Content marketing is a full-time job, and for smaller shops, it may sound unreasonable to spend 10-15 hours per week creating content. As a result, many people outsource content work to an SEO reseller, who can complete the day-to-day tasks while you focus on other marketing work.
#3 Develop your own channels of communication
I'm not a big fan of social media. I'll never bash the industry or tell anyone else how to handle marketing on a social media platform (that's definitely not my area of expertise). Still, for my business, it's not a driver of any real traffic.
With my clients, I am quick to remind them that the job of social media is to drive traffic to their website where their client or customer can take action -- subscribe to an email list, buy a product, schedule a consult, etc.
In growing One Nine Design, I have been laser-focused on developing my own channels of communication where I have the most control -- email and my website. Reaching the friends on my email list requires zero algorithms or fancy ads. I have direct access to their inbox, and I take that privilege seriously.
I also spend a great deal of time on my website, ensuring that my navigation is user-friendly, resources are easy to find, and I'm delivering the content people are hoping to find. By focusing on the channels of communication I can control, I've never stressed about a platform being "down," a new announcement tanking my organic reach, or wondering if I'm wasting time posting updates no one will read.
#4 Seek out partnerships and collaborations
I'm an introvert which means attending my local Chamber of Commerce business after-hours is not high on my list. But, I love supporting my Chamber, so I try to participate in all of the online events, serve on a committee, and encourage other business owners to join.
Networking might not be your thing, but it can take so many forms. In the last 18 months, I have collaborated with over 50 businesses on blog guest posts, podcast interviews, free resource exchanges, and informal chats about the ins and outs of doing business online.
When asked to speak to groups about digital marketing, I am quick to say yes, and I try to be generous with donating my time to nonprofits that need advice or help to implement something they've learned. Making partnerships and collaborations a priority keeps my business visible, enables me to keep learning, and helps others out at the same time.
Every business and nonprofit is unique and has its own superpower. I hope you can take these strategies that have worked for me and adapt them to fit your own needs. Ultimately, the best system for you will be one you can implement consistently while testing and refining until you see the results you want.