- Digital marketing is a crucial field for every business to understand in the 21st century, even for those with a minimal online presence.
- There are several digital marketing strategies businesses can use, and understanding the pros and cons of each will create a more effective plan.
- Although digital marketing is complex and constantly evolving, the core principles are digestible for anyone with a basic business instinct. Having a working knowledge of the different tactics can improve your advertising strategy.
As most of us know, digital marketing involves marketing products or services on the internet. If you're new to the world of digital marketing, an expert consultant or agency can give you the exact steps that can be taken for a product or services to best reach potential consumers. However, if you're on a budget, there are some simple and cost-effective digital marketing techniques you can implement yourself.
Here are five basic digital marketing strategies that any business can start using, even if they're not experts.
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Types of digital marketing
There are several different methods digital marketers use to connect with consumers. Search engine optimization, pay-per-click ads, email marketing and social media campaigns are some of the most popular methods marketers use to advertise a brand on the internet.
Search Engine Optimization or SEO is the practice of writing content and configuring webpages with the intent of ranking highly in Google Search results. Digital marketers use this strategy to generate leads and steer potential customers away from the competition.
Google's search algorithm is a complex system that is always changing. Good digital marketers seek to understand how it works and evolves. Ranking highly for a given search term can elevate the authority of a business and reach customers that may not have discovered the brand on their own. It's a vital tactic that every digital marketer must understand and employ in their strategy.
Pay per click
Pay-per-click advertising is an internet marketing method where advertisers pay a fee every time a promoted link is clicked. Google Ads is the most popular PPC ad system. When you search something in Google, you'll often see posts with a green ad symbol next to the headline. This indicates that the post is a PPC ad and was paid for by the company being promoted. If you click on the link, the advertiser must pay Google a fee that is relative to the popularity of the keyword (and other factors).
A brand could spend $50 on ads and sell a service worth $1,000 if they're targeting the right keywords and demographics. It's a crucial tactic for companies to use in today's business world and should be a part of any good digital marketer's playbook.
Email marketing is the practice of collecting email addresses and sending regular content to existing customers and prospective buyers to generate sales. It allows marketers to stay in contact with leads even after consumers have left a site. It can be a great strategy to generate repeat sales and foster a stronger brand identity.
Social media marketing
Social media marketing is the act of publishing content and interacting with followers on social media to promote products or services. Social media provides an amazing opportunity to organically connect with target audiences. Great digital marketers know the strengths and weaknesses of each platform and can create optimized content to connect with target customers on each.
Use social media
Many businesses regularly use LinkedIn, Pinterest, Snapchat, Facebook, Twitter, Instagram and more to grow their following organically and reach potential clients. It is important to share content that is relevant to the business at hand and to keep it updated and unique.
Publish website content with smart keywords
Creating regular content on a website is a really simple way to reach people. A website is more likely to show up on a Google search when it is relevant and up to date. This can be done by writing weekly blog posts, by creating new products and by updating images. A website can often be the most important thing when it comes to a business's visibility, so it is important to put a lot of time and effort to make it visually pleasing, mobile responsive and to include a lot of relevant, free content.
When creating content for your website, it is important to include relevant keywords. When deciding on what keywords to use, it is important to imagine what a potential client might be searching for. They may type "health and wellness" into a Google search bar, meaning that a health website would want to include those keywords in their weekly blog posts. However, don't include your chosen keywords too much; otherwise, Google will register this as spam. Including a keyword three to five times is the perfect amount to get noticed by Google.
Send out a newsletter
It is another method that can be implemented by beginners is sending out a regular newsletter. This newsletter can include general updates on the business, weekly blog posts or special deals and discounts that a company has to offer. Testimonials can be included as well as social media links and pictures. Sending out a newsletter is the perfect way to pop into someone's inbox and gently ask them to become a client or for a sale. Regularity is key, as it elicits trust in the readers and lets people know that the business can be counted on.
Give out freebies
The perfect way to draw people to a website is by creating freebies. Many companies provide free e-books, webinars, email courses, infographics and much more in exchange for signing up to their newsletter. Others offer discounts upon signing up or access to a members-only area. The possibilities are endless, and it is all about imaging what kind of thing would draw sometime to a website and keep them coming back for me.
Seek out the help of influencers
Influencers are people who have a highly engaged and loyal niche following on social media. These people can be contacted to work with to promote a brand, and a business can feature them on their website or social media page in return. Seek out influencers who are relevant to your brand and who have an organic following of people who could become potential clients.
When it comes to marketing, time, effort, and money can be saved by seeking out professional help. But some simple digital marketing can be done on your own. Implementing the basic strategies discussed in this article will ensure that more people are reached and more sales are made.