With the ever-changing digital landscape, companies, particularly smaller companies, need quick and affordable ways to market themselves to stand out. I am a freelance digital marketer with many years of experience working with brands across a range of industries, helping them to increase their digital footprint, increase conversions, and build opportunities for meaningful engagement with their audiences. Through experience, trial and error and continued learning, I have developed a fundamental set of basic strategies that I employ with consistent positive outcomes.
In this blog post, I will share the strategies I use in growing brands. Whether you are a business owner or a fellow marketer, these takeaways will help you to craft better campaigns and ultimately easier decision-making.
1. Understanding the Brand: Laying the Foundation
When developing a marketing strategy, I always begin by understanding the essence of the brand – its values, mission, audience, and competition. When you do not have an understanding of who the brand is, and why it exists, it is easy for marketing initiatives to become shallow, boring, and ineffective.
I conduct a thorough brand audit that includes a review of existing digital assets, content, messaging, and a review of customer input. This allows me to identify what is currently going well, gaps, and opportunities for improvement. If I have a strong foundation to work with, I know all marketing efforts will be true to their voice and vision.
2. SEO Optimization: Making Brands Discoverable
Online visibility through search engines is undeniable these days. I believe search engine optimization (SEO) is the primary focus in planning a digital marketing plan. I offer customized SEO strategies from on-page optimization to backlinks to grow organic traffic.
Keyword research lays the groundwork for the process detailed above. I generally use SEMrush and Google Keyword Planner for initial keyword research to find high-intent keywords related to the brand industry. I also cover the site structure, meta descriptions and content to help ensure long-term visibility in engines with the content.
3. Strategic Content Marketing: Educate, Engage, Convert
Content marketing is vital to brand development, which is a way to use my talent. I use useful, entertaining, and conversion driven goals to map out content strategies. I am creating content that will entice people to talk about it and engage with it whether it is blogs, videos, infographics, case studies, or other engaging content that takes action and creates value.
I use a content calendar for curated content based on SEO and promotional intents. I think about storytelling, visuals, and call to actions to keep professional audiences connected and engaged at different layers of connection. I believe that relevant content can allow professional audiences to remain cognizant of the brand; and purposeful content can allow audiences to remain engaged.
4. Data-Driven Social Media Marketing
Social media is more than just posting updates. Social media marketing (SMM) can be used to build relationships, humanize brands, and generate leads all in a personalized format. Using engagement measurements, I can analyze what fits best on a platform, specifically Instagram, Facebook, LinkedIn, or Twitter, and then cater the content to that audience based on the platform and format.
I also run targeted ad campaigns using custom audience segments that allow myself and my client(s) to see measurable ROI. I also A/B test creatives and copy to determine the most effective route to take. By utilizing a data-based approach, I can continue to grow a brand’s presence and reach.
5. Email Marketing: Building Relationships That Last
Email marketing is one of the most effective channels for both lead nurturing and customer retention. I create email campaigns that are personalized, time-sensitive, and focused on an objective. Whether it’s a welcome sequence or abandoned cart email, each email has a purpose.
Using automation platforms like Mailchimp or ConvertKit, I segment subscribers based on behavior and interest. This allows me to send the most relevant information to subscribers, resulting in improved open rates, click rates, and conversions.
6. Website Optimization & User Experience
A thoughtfully planned website serves as a brand’s digital home base. I make sure that all websites I work on load fast, are user friendly on mobile devices, and easily navigable; I pay special attention to User Experience (UX), as a website cannot convert visitors without a strong website experience (UX) — even the best campaigns may ultimately fail.
In addition to design considerations, I employ clear calls-to-action, compelling copy, and a logical site architecture. I also employ a variety of tools to help improve the site over time, such as heat maps and session recordings, to gauge the site’s effectiveness.
7. Performance Tracking and Analytics
Perhaps the best part of digital marketing is the ability to measure everything—everything! I utilize tools such as Google Analytics, Meta Business Suite, and UTM parameters, which can track key performance indicators (KPIs) across channels.
By keeping regular tabs on data, I can understand what’s working and what’s not. It allows me to be agile in changing strategies, optimizing campaigns, and demonstrating our progress to clients.
8. Search Engine Marketing (SEM): Driving Immediate Results
Although SEO is a long-term strategy that takes time to build, search engine marketing (SEM) can deliver immediate visibility. My experience in paid search includes managing campaigns through platforms such as Google Ads to target high-converting keywords. This is especially useful when working with time-sensitive promotions or new product launches.
My main focus is writing compelling ad copy, using negative keywords to lower wasted spend and constantly optimizing bidding strategies. My goal is to maximize return on ad spend (ROAS) for my clients.
9. Staying Ahead with Industry Trends
Digital marketing moves fast. What worked for you one year, is probably unlikely to work for you the next year. This is why I take time every week to learn, whether that is in the form of webinars, industry blogs, or certification programs. I am constantly learning, so I can change up my strategies and use new tools ahead of my competitors.
Also, I share my experiences with my clients so they can keep up with their competitors. Whether it’s incorporating AI into their marketing or adapting to an updated social media algorithm, I am continually current to stay relevant and successful!
10. Personalized Freelance Approach: Why It Works
My model is different and it provides the flexibility, personal service and economy you will found at a big agency. I work directly with each client on their specific objectives and market. This is why the campaigns I build are tailored to the goals of each client.
I am involved in each step of the process–planning through execution. This allows me to have consistency in quality and accountability. The brands I partner with receive not only my expertise but also a partner that is committed to their success.
Conclusion: Strategy, Skill, and Commitment
I leverage strategic thinking, creative execution, and data-based high-frequency optimization as a freelance digital marketer to achieve results. Each brand I work with is unique in its goals and challenges, and I take pride in helping you through the exhaustively customized recommendations that ultimately create meaningful growth.
I leverage SEO, content creation, SMM, SEM, email marketing, and high-frequency optimization to help brands not only endure, but thrive in the digital world. If you are looking to grow your brand, when it comes to freelance, having the right strategy sharpens your edge to take flight.