“Digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps (per Marketo).” Simply put, digital marketing encompasses every medium under the internet. It’s the future of marketing and every tactic is essential in a successful marketing campaign. But what are these tactics and how do they work? What makes up digital marketing as a whole? Although there are many controversial topics under the umbrella of digital marketing, the most common pillars in the field are paid search, content marketing, social media marketing, email marketing, and marketing automation. We will cover each and how we should operate them.
Pay-per-click (PPC) advertising is a great way to jump-start your online presence and get your brand noticed. Paying for a search engine advertisement places your site at the top of the search engine page as a sponsored result. This ad is shown and determined by the keyword search tied to it. Make sure your keyword is relevant to consumers and your product is important. Naturally, you don’t want to make an ad for a new product with an irrelevant keyword. Starting off with paid ads can be crucial in gaining organic views and recurring customers.
Search Engine Optimization
SEO is a buzz word when researching digital marketing. What does it actually mean in terms of marketing a business? Like with PPC ads, SEO is driven by keywords. From there, the page, and site as a whole needs to revolve around SEO practices. One key to this includes having a smooth, easy-to-use site with captivating content. How viewers come to your site is also a great indicator of where best to direct your efforts. Optimizing your content based on data analysis will help the site climb the search engine ladder to the top page results without having to spend money on sponsored advertisements.
Social Media Marketing
Social media marketing is the most well-known pillar in digital marketing. Social media can be a low-cost method for getting your brand message to everyday consumers. Engaging with consumers has never been easier and social media platforms are evolving every day. While social media is important to building a brand in today’s business landscape, there is more to digital marketing than using these platforms.
Email marketing can be one of the best ways to reach new customers and keep in contact with recurring ones. Email is a great source for advertising as well as content marketing. It’s a fast and easy way to reach customers and update them on the current state of your business, what you’re selling, and where the business is going. Create newsletters and make email lists to send information relevant to each type of consumer. Email marketing is versatile and complex, but when executed strategically, the ROI is great and will grow over time.
Content marketing is the heart of digital marketing. It is the offering you give to consumers through the rest of digital marketing. Information on your product and your industry matter to potential clients and customers. It keeps them in the know and embodies the people behind the brand. Good content also improves SEO and makes all marketing efforts stronger. Product information such as how it originated and the quality of the product can motivate consumers to take the leap and do business with you. Enlightenment on your brand can make the difference when a potential customer is deciding whether or not to add your product to his/her shopping cart.
Marketing automation is all about the data and metrics to measure success. If content marketing is the heart, data is the brain of marketing strategy(HYPERLINK). Using analysis tools like Google Analytics, businesses can track their internet traffic and marketing campaigns to see what works and what flops. These tools measure important data such as page views, interactions, sessions, and more. Growth hackers can decipher the numbers and figure out what’s going to generate returns on investments. It can be overwhelming when trying to decide where the money should go in a campaign; which can keep businesses from having one at all. Don’t let that be you.
What is Digital Marketing to You?
Marketing firms and freelancers utilize the appropriate digital marketing tactics to bring businesses the best services and, ultimately, more customers. We use resources to represent your business and showcase your content. Digital marketing management is a big job that requires great focus. When that focus takes away from your priorities, we develop solutions tailored to your preferences and determine how to best represent your business online.