-What is the definition of digital marketing? Digital marketing is using the internet and its various channels to promote products and services by way of paid ads, email, social media channels, blogs, video, mobile devices, or any other digital source.
As more and more businesses continue to shift from the old way of promoting their business onto digital platforms such as paid social ads, pay per click ads, and digital content solutions digital advertising will continue to grow. Consumer’s behavior will continue to fall in line with that of buying and selling on the internet.
Any business not adopting a digital marketing strategy is leaving money on the table for their competitors to take freely.
But what does it mean?
The term digital marketing illicit’s many things to a lot of people. So, we wanted to break down the meaning of digital marketing and all of its components.
Paid search/Pay-Per-Click ads
Paid search ads are the most used and popular asset when it comes to building a digital marketing campaign. Google, Bing, and Yahoo sponsored ads or paid ads are the ads that appear at the very top of a search page when a person types in a word or phrase in the search bar.
How does it work?
When the advertiser is able to align their text ad to a keyword that a user types in the search bar the advertisers’ ad will be shown to that user. If they click on the ad they will be sent to the web page you want them to visit. For most businesses, this will be their website home page.
If you browse the internet, you will see a display banner ad, either at the top of your browser or on the right-hand side. Display ads can take the form of a video, still image, or text image. After you visit a website and go to a different site you may see the last websites display ad on your current page this is also known as re-marketing.
These types of ads are very effective for advertisers as it reminds the potential customer that you are still there and are asking them to visit your site again without being intrusive or irritating. With display ads, you can choose what kind of websites you would like to be shown on. Smart marketers take advantage of this as they will align a brands product or service with a website that has an audience with a similar interest as the brand. This, in turn, will make for a more profitable campaign.
The ability to select and meet people’s interest with display ads is something traditional advertising such as billboards, magazine, radio and tv commercials are not able to do.
The great thing about Display ads is that you can add your logo, text, and call to action all on the same ad. For example, if you have a sale you can add that on the ad. If you want the user to download an ebook or coupon you can put that on the ad as well. With display ads, you are only limited by your imagination. You can also measure the results of the ad. Test multiple ads and see which one is driving the best results.
Social Media Marketing
A survey done by social balkers revealed that 92% of marketers use Facebook to advertise. The great thing about social advertising is you can place your ads where your potential customers spend the most time. Be it Facebook, Instagram, Youtube, Twitter, etc.
Most marketers choose to work with Facebook over other social platforms. Not only because of its billions of users but also because of the amount of user data Facebook has acquired. Users input their behavior and interests telling Facebook exactly what they like and want.
Unlike Google where ads are created around a number of keywords, with Facebook you can custom target your audience based on user demographics, location, and psychographics to show them your ad.
What makes Facebook an even more powerful advertising medium is the lookalike audience tool. With the lookalike audience tool you can upload an audience you are currently targeting and tell Facebook to show your ads to a similar audience. Not only will you be serving your ads to your original audience but also to people who are just like them and Facebook does the work for you.
Posting on Facebook
Businesses understand that if your content adds value you don’t have to be so business formal when posting on Facebook.
If there is a current trend or hot topic happening you or your social media manager can create ads and posts centered around the current topic but infuse it with what you do. This type of content creation communicates to your audience that you are up to date with current trends while still promoting your business.
These posts help you raise the level of your brand awareness as well as increase website conversions, and sign-ups.
Create and test different messages for different audiences and see which ones get the best results.
Search Engine Optimization or SEO is used for the purpose of ranking a specific web or landing page at the top of the search engine page. This is an important part of an overall digital marketing strategy. The higher a website ranks on the search engine the more web traffic your website will receive. And higher the probability of acquiring a new customer.
SEO is a lot like paid search. However, with paid search, you are able to be found at the top of the search page faster. SEO is organic and takes longer to rank for a keyword but you don’t have to pay for ads.
When a strong SEO strategy is in place you can use your websites content to promote your business online.
An SEO manager will share your content on social platforms and reach out to blogs or other websites to cross-promote each other’s content. This gives your website a lot more relevance on the web and grows your brand awareness without paying for ads.
According to the Content Marketing Institute, Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content Marketing is key to an organization’s digital marketing strategy. Because the old adage “people don’t like being sold to, but love to buy” is still true to this day. Creating a content marketing strategy for your business is the best counter to that.
Blogs, posts, and videos that add value to a potential customer’s life will establish a strong customer relationship. The more people engage with your post and content by either liking, commenting, or sharing it online the more credible and trustworthy your business will be.
What to create?
Educational blog articles or even how-to videos can help your business set itself apart from the competition.
Email marketing is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs…
At Tribus, we really enjoy the use of email marketing. Not only are we able to keep ourselves at top of mind with our clients but we are also able to educate our list on the types of services we provide.
Creating things like a bi-weekly newsletter, or reposting different articles related to your industry has proven to be a very effective form of advertising for businesses who implement this strategy. The great thing about email is that there is no limit on how big your list can get. If you don’t have a list you can create a lead capture on your website and offer a free ebook, or discount. Simply ask users to type in their email via pop up box so you can send them the download link.
This ensures a win-win for both parties.
Marketo’s describes Mobile marketing as a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
Because users spend about 50% of their media time on their mobile devices it is easy to see why marketers choose to adopt a mobile-first strategy when it comes to digital marketing. When running Google ads a large portion of search is done on mobile devices. That number continues to grow. By thinking in terms of mobile-first you will ensure that your website and ads display properly on any device.
It also means that you can run ads on different mobile apps, such as Instagram, snap chat, or any other app that offers paid advertising.
By running a mobile campaign your business will constantly be where your audience is. You can choose your audience based on your ideal customer’s location and demographic. You can also create call-only campaigns where users can click on an ad and call your business directly.
What about SMS?
SMS (short message service) is a service where you can send a short text message 160 characters to a customer. You may have had SMS text sent to you by your mobile phone provider reminding you of your monthly payment. Businesses can also incorporate this into their digital marketing strategy. As long as it is used in moderation you should be fine. Too many messages can have an adverse effect.
To sum it all up and perhaps the most important part of a successful digital marketing strategy is your website. When developing your website’s design it must be aesthetically pleasing and convey what it is you do in 3 seconds. Any confusion on your website about what you do will create a negative experience to the user. If your website doesn’t have what they are looking for they will go somewhere else. If it does they will stay on the page, and perhaps you will have a new customer.
Your website must also be easy to navigate. Even though it looks good, it may still be difficult to navigate if buttons and icons are sporadic.
When all of your design elements are in place you need it to convert visitors to customers. No matter how much you spent on the design or development of your website if it does not convert leads to phone calls, sign-ups and sales, you will need to make changes to ensure that your website converts.