The Digital Marketing Lowdown: What You Need To Know

Strategic Marketing | |By: Morgan Kappler

Many businesses trust forms of traditional advertising to bring in leads and sales, such as print ads, mailers, billboards, and more. But to get the best bang for your marketing bucks, digital marketing is an essential tool that helps businesses reach their audience in ways that are more affordable, more impactful, and more measurable.

Whether you’re launching a new business or strategizing your marketing for the new year, digital marketing is essential to your strategic marketing success. Digital marketing can help you attract, convert, close, and engage your current and potential customers, getting your products and services right into the hands of your target audiences.

If your business doesn’t have an online presence and a digital marketing strategy, you are losing out on a massive piece of the market. 78% of people who use the internet do their product research online before they buy anything. If they don’t see you in the search results or on social media, your brand essentially doesn’t exist–at least to them.

Digital Marketing Is The New Standard – Here’s Why!

Today, most of your audiences are online most of the time, so businesses need to implement digital marketing strategies to connect with their audiences. 

Digital marketing gives small businesses and even local brick and mortar stores the opportunity to compete with big corporations. That’s why companies are willing to spend enormous amounts on online marketing, even though 49% of them don’t have a clearly defined strategy in place.

The Elements of Digital Marketing

All strategies managed to market products and services online fall under digital marketing. Here are the basic categories of digital marketing where you can focus your efforts.

Search Engine Optimization (SEO)

SEO is the industry term for making sure that your website and online content will show up in the search results. Google gets more than 77,000 searches every second, and 67% of all clicks go to the first five results displayed. If you want to make your brand visible in search results, SEO can help you do it.

As part of SEO, you will have to make sure that your website has quality content with relevant keywords and easy navigation. This will help your site climb the top of the search engine results, leading to an increase in more targeted traffic.

Search Engine Marketing (SEM)

SEM or search engine marketing is when you pay to rank higher in the search results. Research shows that 96% of marketers use SEM tactics to deliver content to their prospects.

Email Marketing

Email marketing can generate $38 for every dollar spent and is one of the most popular digital marketing channels. 

Consumers are exhausted with advertisements, on TV, radio, and online. Ads can be invasive and unwelcome. An email that your audience has opted into receiving takes your brand straight to their inbox, where it is harder to ignore.

Content Marketing

Content marketing is a strategic approach to creating and distributing valuable brand content, like images, infographics, videos, blog posts, white papers, and other forms. Content marketing helps brands to build better relationships with new and existing customers and build a stronger reputation online, while giving them the information they want, need, and are searching for.

Content marketing

  • delivers a fantastic ROI, 
  • costs 62% less compared to other traditional strategies
  • generates three times the number of leads as opposed to more conventional methods. 

Social Media Marketing

Consumers have reported spending 20% to 40% more money with brands that interact with them, and what better place to do that than social media?

Facebook, Instagram, Twitter, LinkedIn, and even Snapchat can be powerful marketing platforms that can connect your prospects to your products. These social media sites also offer targeted advertising capabilities that can be used to create better ROI. The key to successful social media marketing is knowing where your audiences are and targeting them with content and advertising where they are already spending their time. 

Paid Search

Also known as digital advertising or paid advertising, this refers to strategies that drive referral traffic to your site using digital display ads.

Google AdWords is perhaps the most popular platform for paid ads, followed by Bing ads, which can also show your ads on the Yahoo network.

Mobile Marketing

Mobile marketing allows businesses to deliver a customized and controlled marketing experience right on their customers’ phones. 

Different categories of mobile marketing include:

  • SMS marketing
  • MMS marketing
  • Mobile web-based marketing
  • Proximity marketing
  • App-based marketing
  • Voice-based marketing
  • Micro-moments marketing
  • Location-based marketing

Developing a digital marketing strategy that encompasses all these elements is the way to showcase your brand, your products and services, and your value. When you’re ready for a digital marketing strategy that engages your audiences and brings customers to you in droves, we can help.

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