Nowadays, the majority of people go online every day. This means that, if you want to promote a service or a product, your audience will most likely be at the other end of a computer or laptop, a smartphone, or a tablet. Therefore, to reach the biggest amount of people, companies have been using more and more Digital Marketing since the term was first introduced in the 1990s.
So, what exactly is Digital Marketing? As mentioned before, it is any marketing that uses the Internet and online digital technologies to promote products and services. It specifically includes marketing campaigns that appear on digital devices. It can take many forms, for example, online videos, display ads, or social media posts. It is often compared to traditional marketing, but the latter refers to other forms of marketing campaigns, such as magazine ads, billboards, or direct mail.
There are many reasons companies should invest in proper Digital Marketing strategies, the main one being that everything is online and it’s where it is more likely that your potential customers will find you. Your business and your campaigns need to be present in all moments of their online social activities: when they post selfies on Instagram, while they Google or scroll through their newsfeeds on social media, or even when they’re chatting on WhatsApp.
Some other reasons that may help you understand the importance of Digital Marketing are as follow:
There are many types of digital marketing that you can make use of to increase your audience reach. Using multiple digital marketing channels can help you create a comprehensive strategy that will get you the best results.
Here are some of the most effective types of digital marketing:
SEO is about increasing a website’s visibility in the organic results of major search engines such as Google. We can talk about two types of SEO:
On-page SEO is the practice of optimizing individual web pages. “On-page” refers both to the content and the HTML code of a page that can be optimized. The key ranking factors to pay attention to and optimize in your website are: targeted keywords, title and header tags, meta description, image-alt texts, URL structure, and always have good and informative quality content. There are other technical factors associated with the website itself that will be taken into account, such as page speed and mobile usability.
Off-page ranking factors have to do with entities outside of your website, such as your posts on social media platforms, your business profile in different local directories, and collaborations with influencers or bloggers for example, who will also share your link on their websites. All this will lead you to having good quality backlinks that will redirect to your website and give you more authority, increasing your visibility online and your brand’s reputation through the Internet.
There are a variety of Ad types and they can be very effective if used correctly.
The most used is the classic Google Ads on search results which allows you to add Ads that redirect to your website directly on the top and at the bottom of search results.
These Ads look very similar to normal search results if not for the “Ad” text added at the beginning of the Ad. Other than that there are also display Ads that appear on banners on websites. Read this article if you’d like more information on this subject.
With rankingCoach 360 you can easily create and manage your Google Ads campaign with just a few steps.
The different social media platforms (Instagram, Facebook, Twitter, Pinterest, Youtube, Tik Tok - to name a few) are super popular nowadays and the number of people using them increases every day. That is why Social Media marketing is so important, it allows businesses to connect with their audience, build their brand, increase sales, and drive website traffic. They perform the best when they are part of a complete content strategy that also includes content from your website (perhaps blog articles or promotions). Social Media Marketing also helps you improve your relationship with your customers, as they are great platforms for customer support and can help your customers engage and interact with your brand. You can find out more here.
Content marketing is defined as a technique of sharing content, particularly valuable, relevant and consistent content to increase an audience who is drawn to this content and, thus, driving profitable customer action to the business. Some examples of content marketing are ebooks, videos, infographics, podcasts, or even web pages (that include valuable information such as case studies). Having a good content marketing strategy is very important for any business. If customers find value in your content and trust you, there are higher chances they will choose your product or service. Moreover, Content Marketing provides benefits to other Digital marketing channels such as social media marketing and SEO.
There are three parties involved in affiliate marketing, which is a technique of advertising that uses referral to sell a product or a service. The affiliate (1) is the blog or social media profile that hosts a link to a product or service and advertises it in order for the users (2) to see it and make a purchase. The merchant (3) is the person who actually offers the product or service and gives a percentage of the benefit to the affiliate when a sale is made. This is why this can also be called “influencer marketing” since nowadays there are a lot of brands using well-known influencers to advertise their products or services.
Email Marketing allows you to reach your customer via their email address, specifically to send them a commercial message. You can offer promotions and keep your customers up to date with the latest news from your company, share a blog post on an interesting subject or offer them discounts on a product they recently viewed.
Emails are free so they have a high return on investment (ROI). Read more here to find out further details about Email Marketing.
Now that we have established that digital marketing is a very important asset for your business, and you know the different types, you might ask yourself: where do I start? Well, the first thing you need to do is to plan your own digital marketing strategy.
A digital marketing strategy is the planning of certain steps to reach defined objectives through online media. Depending on the stage your business is in, different digital marketing strategies will serve you better.
For example, companies that are starting and are looking to expand their audience reach can use SEM, social media, and affiliate/influencer marketing to help them reach new audiences quickly. Once an audience is established, they should focus on creating valuable content and increasing brand loyalty through channels such as email marketing. This content should always be created with SEO in mind so that their websites continue to attract new organic traffic.
Here we present you with the different steps you should follow to define and plan your digital marketing strategie/s and skyrocket your business’s online presence:
After reading our article, we hope now you know the importance of Digital Marketing and why it’s essential to make your business more successful in the digital era. If you find the steps mentioned above too difficult to implement and need a bit of help getting started, make sure to check out our application rankingCoach 360.