Digital marketing means marketing your company online. The usage of the internet has more than doubled over the past decade, and with the internet, the way people interact with businesses and purchase products has shifted. Now, marketers approach their ad campaigns in a very different way. Online marketing or digital marketing is not only for big brands, but businesses irrespective of their size also benefit greatly from digital marketing. In today's world, businesses are utilizing the digital world to create brand awareness and drive customers. That’s why many businesses are opting for digital marketing services.
Digital marketing is just like any other type of marketing. It's a medium to connect with and influence your current as well as potential customers. In digital marketing, you connect and inform customers about your products and services online without meeting them or calling them over the phone.
Various methods are followed under the spectrum of digital marketing, they are mentioned below-
• Search Engine Optimization (SEO)
• Content Marketing
• Social Media Marketing (SMM)
• Pay-Per-Click (PPC)
• Email Marketing
• Affiliate Marketing
• Inbound Marketing
A business can choose from the various digital channels, how they want to advertise digitally to develop brand awareness and generate leads. Good news is that the performance of every channel is measurable, which helps you evaluate the performance of your company across each channel and take the best decision that benefits your business.
Digital Marketing Assets
Everything that you use as a marketing tool is a digital marketing asset. Many people are not aware of the digital marketing assets they have. Here are just a few examples:
• Your website
• Branded assets (logos, icons, acronyms, etc.)
• Images (infographics, product photos, company photos, etc.)
• Video content (video ads, product demos, etc.)
• Online products or tools (SaaS, calculators, etc.)
• Written content (blog posts, product descriptions, eBooks, testimonials, etc.)
• Social media pages
Now, let’s get t know about the various methods of digital marketing:
Search Engine Optimization (SEO)
SEO is the process of optimizing your website with the aim to "rank" higher in search engine results pages (SERPs). Search Engine Optimization helps a business by increasing the amount of organic (or free) traffic the website gets. Blogs, websites, and infographics benefit from SEO.
One can approach SEO in two ways:
On-page SEO focuses on the content that is there "on the page" of a website. By researching keywords for their search volume and intent, you can provide the answers to the questions users are looking for and rank higher on the search engine results pages (SERPs).
Off-Page SEO focuses on all the things that take place "off the page" when looking to optimize your website. Activities like inbound links, also known as backlinks, help to form the authority of your website. The number of publishers, as well as their authority, that link to you, plays an important role in how highly you rank for the keywords you want to rank. Building connections with other publishers, writing guest posts on the websites (and linking back to your website) helps you earn the backlinks and rank higher in SERPs.
Technical SEO focuses on the backend of your website. It sees how your pages are coded, structured data, CSS file optimization, image compression, are all forms of technical SEO. They help increase the loading speed of your website, which is a crucial factor for ranking in the eyes of search engines.
Content marketing means producing and promoting content assets to grow traffic, generate brand awareness, generate leads, and get customers. Following are the channels that can play an important role in your content marketing strategy:
Almost all websites have a section for the blog where you can read the articles where the company displays its industry expertise. Blogs are a great way to include keywords that help in generating organic search traffic for your business. It gives you a great opportunity to convert website visitors into leads.
Ebooks and whitepapers:
Content like Ebooks and whitepapers educate website visitors. It is a great way to exchange content for a reader's contact information and generating leads for your business.
Sometimes it’s better to "show" your readers rather than "tell." Infographics help website visitors to understand a concept through visuals. Infographics are a great way to promote your content and business on social media platforms and drive awareness and generate leads. The business platforms that you can use include:
The above listed platforms come under Social media marketing.
Pay Per Click (PPC)
In PPC you pay a publisher every time your ad is clicked; this way you get traffic to your website. Google Ads is one of the prominent places where PPC is commonly practiced. PPC services allow a business to pay for top slots on the search engine result pages of Google at a price "per click" of the links you place. Other platforms where you can practice PPC are:
Paid ads on Facebook:
Facebook allows users to pay to customize an image post, a video, or slideshow, which Facebook publishes to the newsfeeds of those who match your business's audience.
Sponsored Messages on LinkedIn:
Based on the industry and background, users can pay to send messages directly to specific LinkedIn users.
Twitter Ads campaigns:
Twitter ads campaigns have specific business goals, such as drive traffic to a website, tweet engagement, more twitter followers, app downloads. In Twitter ad campaigns, users pay to place posts or profile badges to the news feed of a specific audience, which help them fulfill their goal.
Email marketing is a great way to communicate with the audience. It allows you to promote content, inform users about events and discounts; also it helps direct people to the website of the business. In email marketing, the following types of emails are sent:
· Blog subscription newsletters.
· Customer welcome emails.
· Follow-up emails to website visitors who download something.
· Loyalty program to loyal members.
· Tips or similar types of emails for customer nurturing.
This is a type of performance-based advertising where you receive a commission for promoting someone else's products or services on your website. Affiliate marketing channels include:
· Posting affiliate links from your social media accounts.
· Hosting video ads through the Youtube Partner Program.
Inbound marketing is a marketing methodology in which you attract and engage customers at every stage of the buyer's journey. In Inbound marketing, you can use every method listed above to create a seamless customer experience that works with the customer and not against the customer.
Below are some typical examples of inbound marketing versus traditional marketing:
· Video marketing vs. commercial advertising
· Blogging vs. pop-up ads
· Email contact lists vs. email spam
Is Digital Marketing For All Businesses?
Digital marketing works well for all types of businesses, no matter how big or small. It is great for any industry. Nonetheless, what your business is all about, what you sell, digital marketing helps you know about the needs of your audience; it involves building out buyer personas, creating quality online content. Digital marketing increases the visibility of your business so that more and more people get to know about your business and become your clients. However, it doesn't mean that all businesses should execute a digital marketing strategy in the same manner.
B2B Digital Marketing
If your company is business-to-business (B2B), the digital marketing efforts that you are planning for your businesses are most likely to be centered around online lead generation. When the lead is generated, the end goal is that lead talks to a salesperson. So, in B2B Digital marketing, the purpose of marketing strategy is to attract the highest quality leads and convert them into your customer with the help of a salesperson and other supporting digital channels.
Apart from focusing on your website, you should also pay attention to business-focused channels such as LinkedIn where your desired audience is spending their time online.
B2C Digital Marketing
If your company is dealing with business-to-consumer (B2C), the aim of the digital marketing efforts is to attract people to your website with the focus on making them your customers. In B2C, you want people to buy your products without them needing to talk to a salesperson. That's why the goal is not to just generate leads but focus on accelerating the buyer's journey; the moment a potential customer lands on your website to make a purchase, the entire process should be quick, easy, and hassle-free. It means you need to add strong calls-to-action (CTAs), and your product should feature in your content higher up in the marketing funnel.
For B2C companies, platforms like Instagram and Pinterest can prove to be more useful than business-focused platforms LinkedIn.
In addition to that, you can always take help from professionals and choose digital marketing services for your business.