Digital marketing is a broad term including several different sub-categories. Each of these has its unique objectives, strategies, and tools. There is no one right way to create an effective digital marketing campaign. The best strategy for your business might not be the same for another company even within your industry.
The right mix depends on your audience, product or service, and marketing goals. However, a great thing to do is master a subject. Because of the importance of marketing in driving sales, take a class or even an Online Master’s in Marketing! If you are just starting with digital marketing, this article explains what it is and why it matters.
Digital marketing basics
Digital marketing is a term referring to marketing activities that use online technologies to find, attract, and retain customers. The goal of digital marketing for a company is to increase sales via the Internet. It happens more commonly with the help of search engine optimization (SEO), social media, email, paid search, and other online marketing techniques.
Marketers also refer to digital marketing as online marketing, internet marketing, or electronic marketing. Digital marketing activities include content marketing, automation, e-commerce, email, video, and viral marketing. All of this is designed to increase brand visibility and traffic, drive leads, and generate sales.
Search engine marketing (SEM)
Search engine marketing, or SEM, is the process of driving traffic to your site. But when it comes down to it, the most critical part of your digital marketing strategy is search engine optimization (SEO). Your brand must appear first in organic search engine results. You can also optimize your content for social media to drive traffic.
Not only is SEO essential to bringing new visitors to your website, but it is also essential to keeping them there. The longer someone remains on your site, the more often they return, and the more likely they will buy from you. The best way to ensure that people stay and visit your site is by giving them what they seek. And that means having the right keywords, titles, and content on your site, so search engines like Google know what your business does and provides.
Another vital part of any SEO strategy is outreach. Getting other websites to link back to your content helps drive more organic search engine traffic to your website. But it is not enough to simply ask other bloggers to link to you. You need to approach the task strategically. So, you need to research popular sites in your niche and determine who is most likely to accept and approve your request for a link to your content.
Then, you need to reach out to them. Be genuine and polite in your request. That will increase the odds of a positive response. When it comes to blogger outreach, timing is everything. The best time to reach out to a blogger is when they are actively looking for guest posts to publish. So, if they need fresh content and your brand aligns with theirs, suggest writing a guest post. That is the best way to get a link from another site to yours.
Social media marketing
Social media is a great way to build your brand and increase visibility. Many people use social media daily, making it a great place to reach out to potential customers. However, you need to remember that social media is not a one-way street, meaning you must engage. You cannot just ‘set it and forget it’ by using a management platform.
People want to hear from your brand. And if they comment or share your content, you must respond. Also, ask people questions. This is a great way to encourage people into a conversation about what you do. For example, ask how your industry can improve. What do they want to see more of in the world?
Digital ad network
Ad networks can be an effective way to drive traffic to your website. In short, they purchase ad space on publisher sites and then sell it to others, like your brand. But you need to be mindful about it because it could get costly. So, before investing in an ad network, ensure you fully understand their terms of service and payment model. It is also good to research which networks are most effective for your audience.
For instance, Google AdSense is probably the most popular ad network. But there are others like Adcash and AppLovin. You can also work with an ad agency to help create and manage your ad campaign. Agencies will often charge a commission on the ad spend, so ensure you understand what you are getting into before hiring one.
If you are not entirely comfortable with the thought of building your brand on social media, you can also pay to promote your content on various ad networks. The most common ad networks are Google AdWords, Bing Ads, Amazon, and Facebook.
If you prefer video to engage with your audience, include that in your digital marketing strategy. However, you do not need to create a long-form video to get the most out of your video marketing strategy. Post shorts on YouTube, create video ads on social or even create how-to blogs with video summaries.
Video is incredibly effective at engaging your audience. But it is also incredibly easy to mess up. If you want your brand’s video marketing efforts to pay off, you need to ensure your video is engaging. In today’s marketing world, this often means entertaining. Also, it needs to be concise, easy to understand and follow.
That’s a marketing wrap
There is a lot wrapped up in the term digital marketing. Still, no matter which piece you decide to focus on, the key is to be strategic. Spend your time and energy on the most effective campaigns for your business. Don’t be afraid to mix things up if one strategy is not working as you planned. Digital marketing changes quickly. So, be flexible enough to try new things and stay ahead of the curve.