What is Digital Marketing?

What is Digital Marketing?

Digital marketing is the process of promoting products and services through digital channels, such as social media, search engine optimization, email, and mobile apps. Digital marketing is any form of marketing that involves electronic devices.

can be done both online and offline; In fact, both types are important to a complete digital marketing strategy.

Search Engine Optimization (SEO)

So what are some of the things that can improve a website’s SEO? It is important to understand that one of the things that makes SEO a challenge is that the answer to this question always depends on the search engines and their latest algorithms. With that in mind, here are some of the most important things for SEO strategists and marketers in general to understand how SEO works today, from Moz’s “Beginner’s Guide to SEO”:

Content Indexing – It’s important to allow search engines to clearly “read” your site’s content, by doing things like adding alt text for images and text captions for video and audio content.

Good link structure – It is important that search engines can “crawl” your site structure to easily find all the content on your site. There are many things an SEO specialist can do to properly format links, URLs, and sitemaps to make them more accessible to site crawlers.

Keywords and keyword targeting – Proper implementation of your keywords, i.e. the search terms for which you want your site to be found, in your content and titles is an essential component of SEO. It is no longer a good practice to “stuff” your content with as many keywords and variations of keywords as possible. Writing high-quality content that uses keywords in the headers and sometimes crawlable page content is a best practice and will help your pages rank higher in search results.

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Website Development

Having a company website is just as important as having a store, an office or a phone number. Research finds that 6 in 10 customers expect brands to have online content about their business. Why wait any longer? Your customers are looking for you! If you own or run a business that hasn’t taken that step into the online world, here are 10 reasons that will make you wonder why you haven’t done it sooner.

online 24/7 –Having a website means that customers can always find you, anytime, anywhere. Even outside of business hours, your website continues to find and secure new customers.

Information Sharing – In its simplest form, a website provides a quick and easy way to communicate information between buyers and sellers. You can list business hours and contact information, display photos of your site or products, and use contact forms to facilitate inquiries from potential customers or feedback from existing customers.

Reduced costs –In addition to simply displaying information, you can also use your website to sell goods and services directly to consumers, in some cases eliminating the need to use traditional stores that incur significant operating costs (staff salaries, rent, utilities). For example, but not limited). Eliminating these overhead costs will also allow you to lower your prices, giving your business a real competitive advantage.

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Pay-per-click (PPC)

Pay Per Click refers to paid ads and promoted search engine results. This is a short-term form of digital marketing, which means that as soon as you stop paying, the advertising goes away. Like search engine optimization (SEO), PPC is a way to increase search traffic for a business online.

Pay-per-click can refer to the ads you see at the top and sides of the search results page, ads you see while browsing the web, ads before YouTube videos, and ads on mobile apps.

One of the other things that differentiate PPC from SEO is that you only pay for results. In a typical PPC campaign such as a Google AdWords campaign, you will only pay when someone clicks on your ad and lands on your website. You can spend almost any amount of money on pay-per-click advertising. Some companies can see results by investing only a few hundred dollars, but many large companies spend tens of thousands per month on pay-per-click.

The cost of running an ad or boosting search results depends primarily on the amount of competition for your keywords. Highly competitive keywords (meaning keywords that many people are searching for and that many sites are trying to find) will cost more, and less competitive ones will likely cost less.

When setting up your pay-per-click campaign, you’ll also be able to choose whether you want your ad or promotion results to be shown to users all over the world or only within a specific geographic area. If you’re marketing to an actual business, this ability to customize based on location helps you avoid wasting advertising dollars showing ads to users who don’t live near your business, according to Google.

 

Social Media Marketing

This includes everything the company does through social media channels. Almost everyone knows about social media, but marketers must approach social media with an integrated and strategic approach. Social media marketing goes beyond creating posts for social channels and responding to comments.

To be effective, efforts must be coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available for automating and scheduling social media posts, although marketers should only use automation as a tool, not as a “set it and forget it” solution. Users will quickly find out if there is a real person behind the posts.

Social media marketers should not be in a separate silo from other marketing jobs. Social marketers must work with the company’s broader marketing team to coordinate their messaging across all platforms, online and offline, so that every part of the brand tells the same story.

Analytics is an essential part of social media marketing. Social media marketers must also be adept at analyzing the performance of their posts and creating strategies based on that data. It is important to measure the performance of your existing social media posts before embarking on implementing your new strategy.

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Content Marketing

Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to get the reader to take an action to become a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts and resources like white papers, eBooks, digital videos, podcasts, and more. In general, you must first and foremost provide value to the consumer, not just advertise the brand or try to make a sale. Content marketing is all about building a trusting and sustainable relationship with your customers that will likely drive many sales over time, not just a single transaction.

Content marketing works in harmony with other types of digital marketing: it’s a way to incorporate SEO search terms into new website content, and the generated content can be shared as social media posts and online marketing posts. email. Looking at analytics for your content marketing can tell you a lot about your customers: What are they looking for when they visit your site? What kind of content will make them stay on the site longer and keep searching? What types make them lose interest and walk away?

Content marketing is a great avenue for people who enjoy writing and/or producing video and audio. But as with digital marketing in general, it also requires strong strategic and analytical skills.

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Email Marketing

Even with the rise of social media, mobile apps and other channels, Rogers said, email remains one of the most effective email marketing techniques. It can be part of a content marketing strategy, providing value to consumers and, over time, converting audiences into customers. Email marketers not only know how to create compelling campaigns, but also understand optimal audience communication and have the skills to analyze customer interactions and data, and make strategic decisions based on that data, based on the American Marketing Association.

Email marketing software can offer many different analytics metrics, but two that marketers are always striving to improve are open rate, the percentage of recipients who open the email, and click-through rate, the number of click-throughs. of recipients who open the email and click a link in the email.

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