With the fast evolving and dynamic environment today, digital marketing is now a requirement for businesses both large and small. It has changed the way we interact with customers and the potential applications are endless. Whether you’re a small business owner, a wannabe marketer or someone looking to make their way in the digital world, grasping the basics of digital marketing is essential.
In this post, we’ll dissect the dandelion head of digital marketing into its essential parts, and take you on a journey through how to apply those principles to grow your business or brand online for real results. On the way we’ll apply each concept to down-to-earth examples and easy-to-understand anecdotes.
What is Digital Marketing?
In the simplest terms, digital marketing is when a company or individual markets its products and services via electronic devices and the internet. It encompasses a growing list of tactics, from SEO and social to email and content. The objective is to market products or services to consumers who spend a lot of their time on the Internet.
For instance, you’re a little bakery. Classic marketing would be giving out posters or ads in the local newspapers. But with digital marketing, you can create a website, slap pictures of your delectable cakes on Instagram, and even shoot off promo emails to your most loyal customers about new products or discounts. And all from your computer or phone, to the entire world.
Why is Digital Marketing Important?
The internet has made it easier than ever to stay in touch with people. This level of connectivity gives companies an opportunity to market to a wide audience without being bound by local limits. The cost-effectiveness, traceability and choice of platforms to reach your people are some of the many benefits presented by digital marketing. And, it lets you hone in on who to share your message with, so you’re not spending time or money targeting the wrong people.
Consider your own social media feeds. How many advertisements do you notice for products that interest you? That’s digital marketing in action serving you ads based on your tastes, browsing behaviors and more.
Key Components of Digital Marketing
Here are some fundamental basics about digital marketing that is must know for every marketer. Let’s dive into these:
Search Engine Optimization (SEO)
This is what SEO means, which refers to the process of improving your website or content’s ranking in order to be noticed by search engines (i.e., Google) and users. The more that the search engine will float your business to the top of its results. It means using the right keywords, tagging your pages appropriately and making sure your content is interesting to people.
For example, you might run a local bookshop. If you incorporate keywords such as “best books for kids” or “new book releases” into the content on your website and in your product pages, your site will be more likely to appear when people search these terms.
Step-by-Step SEO Tips:
Conduct keyword research to find out the terms your audience is searching for.
Maximize your site’s title tags, meta descriptions and general content.
Create backlinks from quality sources to increase your website’s trust.
See Moz’s SEO Learning Center for a comprehensive guide to SEO.
Content Marketing
The heart of content marketing is sharing useful, interesting information with your audience. Content could be blog posts, videos, infographics or podcast form. The goal is to share information that’s helpful, solves a problem or answers a question your user has.
For example, if you own a travel agency, perhaps your blog post is entitled: “10 Tips for Budget Travel in Europe.” Not only will this post bring more traffic to your site, it will help position yourself as an expert in the travel niche.
Step-by-Step Content Marketing Tips:
Determine what your audience is most interested in.
Produce great, educational content that meets their needs.
Share your podcast on social media and beyond.
For more on content marketing, visit HubSpot’s Content Marketing Strategy Guide.
Social Media Marketing
Social media is your most powerful tool for engaging and reaching your audience. And, it doesn’t matter where the platform Facebook, Instagram, Twitter or LinkedIn social media has offered businesses a chance to engage with prospects in an enjoyable and casual manner.
A great example is how fashion brands showcase photos of their latest outfits on Instagram. Interacting with followers, and even using hashtags, can help these sorts of brands expand their presence online, and in turn build a core group of customers.
Step-by-Step Social Media Marketing Tips:
Select the platforms you know your audience is most active on.
Post consistently and communicate with your followers by answering comments.
Leverage hashtags and work with influencers to expand reach.
For an introduction to social media marketing, take a look at Sprout Social’s Social Media Guide.
Email Marketing
Email marketing done right Email marketing is one of the oldest forms of promoting using digital means, but remains an effective way to reach your target market. The process entails sending customized emails to a list of subscribers with the hope that they will become customers or remain engaged.
For instance, an online shop might send its email subscribers an exclusive discount or share details of a new product. When set up properly, spring email campaigns work to deliver strong returns on investment.
Step-by-Step Email Marketing Tips:
Start building an email list as your launch day approaches, and offer incentives to join it, such as a discount or a free download.
Create personalized, engaging email content.
Segments your email list so the right people receive the right messages.
To really explore email marketing, take a look at MailChimp’s Email Marketing Guide.
Pay-Per-Click (PPC) Advertising
PPC advertising is where you pay to have your ads displayed on search engines or social media networks. You are charged every time a visitor clicks on your ad, which is the reason it’s called Pay-Per-Click.
For example, if you operate a restaurant and want to appear in Google search results when someone searches “best restaurants near me.” You can even develop PPC ads directed at that audience.
Step-by-Step PPC Tips:
Pick your targeted keywords carefully.
Set a budget for your ad Spend on ads.
Track how your ads are doing and modify your approach accordingly.
For more information on PPC advertising, visit the Google Ads Help Center.
Best Practices in Digital Marketing
Now you’ve set up a solid foundation, here are some tips to get started in digital marketing:
Who are Your Audience: The secret to successful marketing is knowing who your clients are.
Leverage Analytics: Optimize with platforms like Google Analytics to measure site traffic, user behavior and the performance of your online campaigns.
Prioritise Mobile: With more people accessing the web on their mobiles, it’s a must that your website is mobile responsive.
Experiment, Experiment & Experiment: Digital marketing is more of try it out make mix and match try once more. Keep experimenting and changing your approach to see what suits you best.
What Will You Gain from Digital Marketing?
After familiarizing ourselves with the essentials, you might ask yourself, “Why should I invest in digital marketing today?” Ok, digital marketing allows businesses to connect with their target audience more than ever before. It also offers quantifiable results, allowing you to easily track your success and adjust your marketing strategy in real time.
Plus, it’s inexpensive and levels the playing field for businesses of any size. Whether you sell handmade jewelry or offer consulting services, digital marketing can enable you to find your ideal customers.
Conclusion
The future of business promotion is digital marketing. With a broad array of tactics such as SEO, content marketing, social media and PPC at your disposal it allows you to reach out through relevant channels to connect with target customers, drive sales and help grow your business. By following the steps we’ve listed and refining your processes, you can elevate your business to new levels.
