Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.
Enter digital marketing — in other words, any form of marketing that exists online.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Brands leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
While traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can occur electronically and online. This means that there are endless possibilities for brands including email, video, social media, or website-based marketing opportunities.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. Depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
The 7 big categories of digital marketing are:
Search Engine Optimisation (SEO)
This is the process of optimising your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
Content marketing is all about creation and distribution of valuable, relevant and consistent content. The objective of content marketing is to attract and retain clearly defined audiences and profitable customers.
Social Media Marketing (SMM)
Social Media Marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.
Pay-per-click advertising (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. You can also use PPC on Social Media platforms.
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people toward the business’s website.
With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.
To give you an example:
The Content Marketing campaign could entrail creating a series of blog posts that serve to generate leads from a new eBook the brand recently created. The Social Media campaign might then help promote these blog posts through paid and organic posts on the brand’s social media accounts. The Email Marketing campaign involves creating an email campaign to send those who download the eBook more information on the company.
To be competitive as a business owner, you’ll need to embrace some aspects of digital marketing. If your company is business-to-business (B2B), your digital marketing efforts are likely to be centred around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.
Whether you want to increase conversions, traffic to your brand’s website, or both, we can help you design a digital marketing campaign that can help you reach your goals.
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