Any marketing strategy that uses electronic devices can be used by marketers to deliver promotional messages and measure their impact on the customer journey. In practice, digital marketing generally refers to marketing campaigns delivered on computers, phones, tablets, or other devices. It can take many forms, including online video, graphic ads, search engine marketing, paid social ads, and social media posts.
Digital marketing is often compared to “traditional marketing,” such as magazine ads, billboards, and direct mail. Oddly, television is often lumped in with traditional marketing. So, without further ado, let’s dive into this blog and learn some of the things you need to know about marketing.
1. Search Engine Optimization
Search engine optimization, or SEO (“search engine optimization”), is technically a marketing tool rather than a form of marketing itself. The Balance defines it as “the art and science of making web pages attractive to search engines.
The “art and science” part of SEO is the most important. SEO is a science, as it requires research and consideration of various contributing factors in order to achieve the highest possible ranking. Today, the most important elements to consider when optimizing a web page include the following:
- Quality of content
- Level of user engagement
- Usability on mobile devices
- Number and quality of inbound links
The strategic use of these factors makes SEO a science, but the unpredictability makes it an art. In SEO, there are no quantifiable criteria or consistent rules for achieving high rankings. Google changes its algorithm almost constantly, so it’s impossible to make exact predictions. What you can do is closely monitor your page’s performance and make adjustments accordingly.
2. Content Marketing
SEO is an important factor in content marketing, a strategy based on delivering relevant and useful content to a target audience. As with any marketing strategy, the goal of content marketing is to attract leads, which can be converted into customers. But the method is quite different from traditional advertising. Instead of attracting prospects with the potential value of a product or service, it offers free value in written material. Marketing content is important, as many statistics prove:
- 84% of consumers expect companies to produce engaging and useful content
- 62% of companies with at least 5,000 employees produce content on a daily basis
- 92% of salespeople believe their company considers content to be an important asset
Despite the effectiveness of content marketing, it can be difficult. Content marketing authors need to be able to appear at the top of search results while attracting people to read the content, share it and go further in their interaction with the brand. When content is relevant, it can build strong relationships throughout the pipeline.
3. Marketing on social networks
Social media marketing generates traffic and brand awareness by drawing people into online conversations. The most popular platforms for this type of marketing are Facebook, Twitter, and Instagram, followed closely by LinkedIn and YouTube.
Social media marketing involves active participation from the audience, which is why it has become a well-known way to attract attention. It is the most popular content medium for B2C sellers at 96% and is also increasingly used in the B2B sphere. According to the Content Marketing Institute, 61% of B2B marketers have increased their use of social networks this year.
Social media marketing offers built-in engagement statistics, which are extremely useful in helping you understand how you’re reaching your audience. You choose which types of interactions matter most to you, whether it’s the number of shares, comments, or total clicks on your website.
It’s likely that direct purchase isn’t even a goal of your social media marketing strategy. Many brands use social media to engage with audiences rather than encourage them to spend money immediately. This is especially common among brands that target older audiences or offer products and services that are not geared toward impulse purchases. It all depends on your business goals.
4. Pay-per-click marketing
Pay-per-click, or PPC, is when you publish an ad on a platform and pay every time a subscriber clicks on it. When people see your ad, how they perceive it is a bit more complicated. When space is available on a search engine results page, the search engine fills the space with what is effectively an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:
- The quality of the ad
- Keyword relevance
- The quality of the landing page
- Amount of the bid
Each PPC campaign includes at least one target action that visitors intend to complete after clicking on an ad. These actions are called “conversions” and can be transactional or non-transactional. A purchase is a conversion, but so is signing up for a newsletter or calling your office. Whatever your target conversions are, you can track them through the platform of your choice to see how your campaign looks.
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