Digital Marketing involves all marketing efforts that use the internet or any other electronic device. Businesses adopt digital channels such as search engines, email, social media, and websites to connect with customers.

Digital Marketing

 

What is the role of Digital Marketing for a company?

While traditional marketing might exist in physical marketing, print ads, banners, billboards, etc but Digital Marketing can occur electronically and online. This means that there is a number of unlimited possibilities for business or brands including email, social media, website-based and video marketing opportunities.

At present, Digital Marketing is vital for any kind of business and brand awareness. Today, it seems like every other brand has a website or needs a website for its online presence. And if they don’t have such, they at least have a social media presence. Digital content and marketing is so common that consumers or audience now expect and rely on it as a way to learn about brand. To be competitive as a business owner, you’ll need to embrace some aspects of Digital Marketing which is very much required at present and for coming future.

Because Digital Marketing has multiple options and methods related to it, you’ll get creative and experiment with a spread of selling tactics on a budget. With Digital Marketing, you’ll also use tools like analytics dashboards to watch the success and ROI of your campaigns quite you’ll with standard promotional content, such as a billboard or print ad.

How does a business define digital marketing?

Digital marketing is defined by the utilization of various digital tactics and channels to attach with customers where they spend much of their time online. From the website itself to a business’s online branding assets like digital advertising, email marketing, online brochures, and beyond.

An expert digital marketer has a clear picture of how each digital marketing campaign supports their end goals. And counting on the goals of their marketing strategy, marketers can support a bigger campaign through the free and paid channels at their disposal.
For example, a content marketer can create a series of blog posts that serve to generate leads from a new e-book the business recently created. The company’s social media marketer might then help to promote these blog posts through paid and organic posts on their social media accounts. Perhaps the email marketer creates an email campaign to send those who download the e-book.

Important Components of Digital Marketing

Search Engine Optimization (SEO)

This is the process of optimizing your website to top or rank higher in search engine result pages, thereby increasing the amount of free or organic traffic to your website. The channels that enjoy SEO include websites, blogs, and infographics, etc.

There are various ways to approach SEO so as to get qualified traffic to your website. These include:

Ø On-page SEO: This type of SEO focuses on all of the content that exists on your page, blog, etc when looking at a website. By researching keywords for their search volume and intent, you can answer questions for readers and rank higher on the search engine results pages (SERPs).

Ø Off-page SEO: This type of SEO focuses on all of the activity that takes place off the page or outside your website when you are looking to optimize your website. This can be done by networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.

Ø Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website’s loading speed which is an important ranking factor in the eyes of search engines like Google.

Content Marketing

This term denotes the creation and promotion of content and content-related assets for the purpose of generating brand awareness, traffic growth, lead generation, and conversion of customers. The channels which will play a neighbourhood in your content marketing strategy include:
Ø Blog posts: Writing and publishing articles on a company blog help you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads which later can be converted into sales.

Ø E-books: E-books and similar long-form content help to further educate or to be more informative for website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company, and moving people through the sales journey.

Ø Infographics: Sometimes, readers want you to show, not to explain. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them to learn and educate.

Social Media Marketing

This practice promotes your brand and your content on social media channels to extend brand awareness, increase visitors, drive traffic, and generate leads for your business. The channels you’ll use in social media marketing include:
• Facebook.
• Twitter.
• LinkedIn.
• Instagram.
• Snapchat.
• Pinterest.

 

Pay Per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time when your ad is clicked. One of the foremost common sorts of PPC is Google Ads, which allows you to buy top slots on Google’s program results pages at a price “per click” of the links you place. Other channels where you can use PPC include:

Ø Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business audience.

Ø Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. These goals are often website traffic, more Twitter followers, tweet engagement, or maybe app downloads.

Ø Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.

Affiliate Marketing

This is a type of performance-based advertising where you receive a commission for promoting someone else’s products or services on your personal-owned channels. Affiliate marketing channels include:
Ø Hosting video ads through the YouTube Partner Program.
Ø Posting or commenting affiliate links from your social media accounts.
Ø By using Messaging tools.

Marketing Automation

Marketing automation is software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they might otherwise do manually, such as:

Email newsletters: Email automation doesn’t just allow you to automatically send emails to your audience or subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.

Social media post scheduling: If you want to grow your business or organization’s presence on a social network then you need to post frequently. This makes manual posting a touch of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you’ll spend longer than specialize in content strategy.

Nurturing Leads: Generating leads and converting those leads into customers, is time-consuming. You can automate that process by sending leads specific emails and content once they fit certain criteria, like once they download and open an e-book.

Campaign tracking and reporting: Marketing campaigns can include thousands of people, emails, content, webpages, phone calls, etc. Marketing automation can assist you to sort everything you’re employed on by the campaign it’s serving, then track the performance of that campaign supported the progress all of these components make over time.

Email Marketing

Companies use email marketing as how of communicating with their audiences. Email is usually wont to promote content, discounts, and events, also on direct people toward the business’s website. The types of emails you would possibly send an email marketing campaign include:
• Blog subscription newsletters.
• Follow-up emails to website visitors who have taken some action like downloads etc.
• Customer welcome emails.
• Holiday promotions to loyalty program members.
•  Similar series of emails for customer nurturing.

Online PR

Online PR is nothing but the practice of securing or presenting earned online coverage with digital publications, blogs, and other content-based websites. It’s very similar to traditional PR but within the online space. The channels which you’ll use to maximize your PR efforts include:

Ø Reporter outreach via social media: Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company.

Ø Engaging online reviews of your company: When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it.  Engaging company reviews helps you humanize your brand and deliver powerful messaging that protects and improves your reputation.

Ø Engaging comments on your personal website or blog: Similar to the way you respond to reviews of your company, similarly responding to the people who are reading your content is the best thanks to generate productive conversation around your industry.


Inbound Marketing

Inbound marketing is a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to make a customer experience that works with the customer, not against them. Here are some classic samples of inbound marketing versus traditional marketing:
Ø Blogging vs. pop-up ads
Ø Video marketing vs. commercial advertising
Ø Email contact lists vs. email spam

Sponsored Content

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.
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.
Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.