What is Digital Marketing?
Put simply Digital Marketing encompasses any online activities your business carries out in order to advertise to its key stakeholders. As these activities usually occur in real-time you can consistently track and measure the results of each activity to analyse which are more beneficial to helping your business achieve its goals.
What are the benefits of digital marketing?
There are lots of benefits of your business carrying out digital marketing, just a few include:
- Reach wide audiences around the world in real-time.
- Cost-effective, allowing you to carefully manage your budgets.
- Understand your return on investment ROI, by being able to measure instant results.
- Create direct communication with your customers.
- Launch highly targetable campaigns.
How to choose your digital marketing channels?
There are lots of different digital marketing channels your business can include in its strategy, including content marketing and PPC. Each channel provides its own benefits and depending on what your business goals are, or who your target audience is, some will be more effective than others.
Whilst it’s important your online marketing channels are suited to your needs, you should also remember that successful digital marketing campaigns encompass a range of channels.
Digital channels your marketing strategy should include:
Social Media Marketing
Social Media Marketing is a highly effective way for your business to engage with its key stakeholders and target market. From using Twitter for quicker customer service to Instagram shopping features allowing your customers to shop your products directly from the app on their phone. You can also use the paid advertising features of social media to reach a wider audience and target new potential customers. Last year, Sprout Social found that 91% of social media executives predicted their marketing budget will increase over the next three years, and the majority expect it will increase by more than 50%
Pay Per Click (PPC)
Pay Per Click advertising allows your business to display its products and/or services to potential customers when they search for relevant queries and keywords on search engines like Google. If the user then clicks on your advert you will be charged a fee. Whilst this isn’t a free marketing channel the generated leads and purchases can outweigh any costs. You can also carefully manage your budget so that it is spent on the most relevant keywords and your adverts are only shown at certain times.
The fact that 98% of users choose a business that is shown on page one of the SERP (Search Engine Results Page) or that Search Ads can increase a brands awareness by 80%, can show just how important PPC is to your strategy.
Search Engine Optimisation (SEO)
Search Engine Optimisation involves improving the organic rankings of your website in order for it to be displayed as high up on a search engine results page as possible. By having a well planned and detailed SEO strategy you can boost your organic traffic to your website and its overall success.
If you’re not sure where to start with your SEO, then take a look at our free A-Z which lists 26 ways to improve your Google rankings.
This is a great channel for building the awareness of your brand and helping to improve the success of your SEO campaigns. By working with journalists, bloggers and influencers you can distribute online press releases in order to gain high-quality backlinks and social media mentions, which can all help your Search Engine Optimisation strategy.
Not only can Digital PR help with your SEO strategy, but it can also help to position your business as a thought leader within its industry and provide authenticity and confidence for your customers. Find out more about what Digital PR can do for your business here.
Any business that has an online presence needs content to help them stand out from the crowd, attract the attention of their potential customers in order to engage with them. Effective content can help boost your search engine rankings, thus driving traffic to your website and increasing its conversions.
A company blog is a great way to ensure you are sharing regular and relevant content that not only is loved by your audience, but also Google.
Content marketing isn’t just the text, it also includes images, videos and any other informative materials that your audience is looking for.
An email marketing campaign can help you directly target your customers and potential customers with important messages. Though it’s not a new marketing channel, it is a great way for you to apply the latest trends in content marketing such as personalisation and embedding video, without impacting your marketing budget too much. You can also segment your mailing lists in order to highly target your audience with the relevant information you want them to know.
Email marketing isn’t just for B2C brands either, 87% of B2B brands use it as a distribution channel too.
Video content is great for quickly grabbing the attention of your audience and enabling them to quickly view your products and/or services whilst also learning more. Over 80% of businesses say that using video in their marketing strategy has helped them generate leads, and online video is expected to account for over 80% of internet traffic this year.
With figures like that it’s hard not to think your business should be sharing video content as part of its marketing strategy. There are also lots of different platforms that now enable you to create short video content directly from your mobile to be shared on social media platforms like YouTube, Instagram and even TikTok, which means the financial investment can be kept relatively small.
Remember to review your channels
It isn’t a one size fit all approach when it comes to digital marketing strategies. Nor is it a case of creating a strategy and not regularly reviewing and adapting the strategy. By measuring your campaign results you can keep track of what channels are more profitable and beneficial to your business to achieve a greater ROI. Your strategy should also focus on the marketing mix of the 7 Ps, in order to ensure it’s relevant not only to your business but to the needs and interests of your customers.
As digital marketing experts, we recommend your business uses a multi-channel strategy in order for your campaigns and activities to compliment one another and strengthen the results you can achieve. If you’d like to discuss your goals and our help for a bespoke strategy then please get in touch with our team today.