Digital marketing has embarked on a promising journey and has achieved its goal of being the most efficient form of marketing.
Gone were the days when advertising was only confined to traditional methods. With the technological revolution, marketing has also evolved.
It is a well-known fact that only those survive who adapt to their changing surroundings. Hence, the same is applicable in the digital marketing sphere. Internet plays a major role in our personal as well as professional lives. It is obvious to say that people are not only using the internet on their personal level. They are making sure to optimally use the internet for making professional gains as well.
The Evolution of Digital Marketing
The rapid use of internet in the marketing sphere has given birth to digital marketing. Digital Marketing is a method of marketing the products and services on various digital media platforms like search engines, social media platforms, emails, content writing etc.
Generally, it is just another way of letting the consumers know about your products and services on the internet. Unlike the traditional methods of marketing, digital marketing has a wider reach.
Also, with the world pacing at a rapid speed, people want almost everything at their doorstep or within a click. Whether it is making a payment online or ordering food, or maybe looking for directions or any other service.
The consumers have become more internet savvy. It becomes exceptionally important for the advertisers and marketers to also come on the same platform with them. This calls them to adopt the phenomenon of digital marketing.
Digital Marketing is a wider phenomenon. As a marketer, you should be aware of all the strategies that it incorporates.
As marketers and advertisers, you need to have a thorough understanding of all the digital marketing strategies. Having a proper knowledge will help you to apply them according to the goals and objectives you desire to achieve.
The Types of Digital Marketing strategies are as follows:
1. Search Engine Optimization
Search Engine Optimization is the process of getting organic traffic from the search engines by optimizing the online content. To rank higher in the search engines and attract more traffic organically, the Search Engine Optimization strategy is considered. SEO is one of the most crucial strategies of digital marketing and you just cannot afford to ignore it.
By properly following the Search Engine Optimization process, you persuade your website to rank on the top of the SERP. The higher you rank on the SERP, the more traffic is directed to your website. Thereby, the more chances you get to convert a potential lead into a customer.
Typically, this strategy incorporates the use of certain keywords and phrases in the content that are closely aligned with the search query of the visitor.
SEO is further divided into 2 parts, On-Page SEO and Off-Page SEO. While On-Page SEO refers to making optimal changes in your website. Off-Page SEO refers to building relationships and making actions outside your website.
The trends in SEO are dependent on the changes made in the algorithm to fit according to the needs of the visitor. Thus, it is important to know that SEO is not only done to make a website rank higher in the SERP. SEO is about creating your website in the best possible way. Also, SEO improves the quality of the traffic that you receive and delivering the best user experience.
Search Engine Optimization not only helps you reach out to the desktop users. It is equally effective for the mobile users as well. On the more, it has been noticed that most people use their mobile phone. Thus, you should not miss any opportunity to boost traffic from the mobile devices.
SEO Optimization Techniques
The first step to improving the SEO ranking is to start making quality improvements in the content marketing sphere. Content is the king and certainly plays a major role in increasing the visibility of your websites in the SERP. Thus, optimizing the content should be a priority here.
To optimize the content, you need to conduct a comprehensive keyword research. The process of keyword research lets you discover the terms that the consumers type when they look for a business like yours. Hence, by creating the content around these keywords, you can improve your visibility on the SERP.
Although keywords are a significant part of the SEO process, there are other factors like website design, link building and domain authority that determines your ranking on the SERP.
To improve the user experience, Google changes its algorithm multiple times a year. Moreover, you should ensure to keep pace with the latest trends in the SEO and make changes accordingly.
2. Pay Per Click Advertising
PPC stands for Pay Per Click. It allows the advertisers and marketers to show their content to the relevant users in return for a price. This price is based on specific actions that are taken on the ad.
Generally, the advertisers are liable to pay for the clicks that take the users to your websites. But, on other platforms, advertisers are charged for other actions like the impressions, site-engagements etc. It is basically a method of buying visits to your websites rather than earning the visits organically.
The most significant thing about PPC is that it is a very transparent platform for online advertising with no hidden complexities. You only tend to pay when a visitor conducts some kind of action on your ad.
PPC also enables you to set a certain budget limit for your campaigns on a daily and monthly basis so that you do not exceed the budget limit. It tracks your budget and provides you with a clear-cut idea of your budget allocation.
You can make your ad campaigns as targeted as possible as PPC gives you the provision of choosing the platform as well. This way PPC ensures that your ads are displayed in front of the most relevant audience at the right time. Thereby initiating the generation of more leads and sales.
PPC delivers immediate and consistent results in terms of traffic. For new websites who are looking for online exposure and visibility, PPC can surely be a promising platform if optimally used.
Well, the ultimate goal of any marketing campaign is to maximize the ROI (Return on Investment). By displaying your ads in the most relevant places, PPC targets the conversion oriented audience and increases the ROI of your marketing campaigns.
PPC – Quality Features
PPC has some top quality features that just make it an effective platform to work on. Two of them are Geo-Targeting and Ad-Scheduling.
With Geo-Targeting, you can exclude the people who do not come under the range of your target audience. Not only this saves your Ad Spend but it also targets the potential customers. It takes you a step ahead in fulfilling your business goals.
The other feature is that of Ad Scheduling which allows you to show your ads on some specific days of the week and also for specific hours in a day. So, if you are familiar with the day and time when you get the best response from your customers, you can schedule your ads for display according to that.
PPC also complements your SEO strategy. It enables you to identify the keywords and phrases are popular and have contributed to delivering the desired results in terms of sales and conversions. Implementing those keywords can boost your SEO strategy.
3. Social Media Marketing
Social Media marketing is another form of Digital Marketing that includes the creation and sharing of content on various social media platforms. This is done in order to achieve the marketing and advertising goals through social media. It involves activities like posting text content, uploading and updates images and videos and other social media tactics to attract more traffic.
Some years back, people only thought of social media as a platform to form connections with their family, friends and acquaintances. Little did they know that social media was carrying a hidden potential of delivering some best experiences to marketers with respect to the conversions, sales and brand image.
If you are a marketer who wants to build a brand image online, want to improve the customer service or target more potential customers, social media marketing can be a smart choice for you.
Since a larger population is available on social media platforms, hence, the marketers can easily associate with a larger number of potential customers in preferably less time. Moreover, social media initiates you to show a more human side of your brand, thus, you get a better chance of connecting with your target audience in a more genuine way.
Importance of Social Media Marketing
Social media marketing strategy is very cost effective. It not only helps you to reach out to more potential customers but also builds your relationships with your existing customers.
In order to get the most out of the social media marketing, you should strategically choose your channels. To start off with social media marketing, choose the social channels that might be just right for you. Then create a social media calendar to ensure that you consistently post. Share the information about your company, the products and services it sells and also the content that you’ve published on the blog.
Well, posting text, images and videos is not the only thing you need to do. You have to equally be active and engaging with the audience. Respond to comments and answer the questions. This will portray a positive and friendly image of yours which is certainly required.
4. Content Marketing
Content Marketing is another digital marketing strategy that focuses on creating and distributing relevant content to attract the qualified and targeted audience with an intention to increase conversions and sales.
Content Marketing is essentially important as it forms the base for the other types of digital campaigns. Whether it is social media marketing, email marketing or search engine optimization, you will be needing great content to execute all of these strategies profitably.
Content Marketing deals with the notion of creating valuable content that stimulates the interest of your target audience with respect to your brand. The content does not always have to be promotional, rather you should ensure to inspire, persuade or educate them.
Moreover, content marketing is not just confined to writing blogs, website content, guides or ebooks. Content also includes videos, infographics, podcasts, webinars and social media posts. Your campaign goals and target audience are the major components that decide the type of content you should create and share.
Importance of Content Marketing
Content Marketing is absolutely a profitable strategy for small businesses as they are affordable. It can have a significant impact on the conversion process. It further helps in improving the SEO process.
The more quality content you provide on the website, the more indexable it becomes. Further, it provides more opportunities to reach and engage with a large number of audience. By attracting more qualified traffic, content marketing also boosts conversions.
While creating the content, keep your target audience in mind. Remember the things and concepts that invoke the interest of your target audience. Also, consider the language that your visitors use and knit your content around the comfort level of the users.
In the case of Content Marketing as well, you need to understand the right strategy to implement. The best way to make optimal use of the content marketing strategy is to create a blog.
Moreover, in addition to the blogging, you can also go ahead pretty lengthy written content like ebooks and whitepapers. These lengthy pieces of content are beneficial as they provide with the most valuable and in-depth knowledge to your potential audience.
Furthermore, you should ask your visitors to provide some relevant information before they get access to your content. This will potentially build your database and you can understand what type of leads you generate.
Lastly, share your content on all social media platforms to gain maximum exposure and feedback. Content Marketing is not just a one-time strategy but an ongoing process. Hence, ensure to include it in your daily marketing planner.
5. Email Marketing
As the name suggests, Email Marketing is the process of sending targeted messages to your contacts through emails. Since, the introduction of the internet, email marketing has been an essential tool for many businesses.
Being a form of direct marketing, it provides a direct contact with your potential customers and persuades them to visit your website. With just a few steps, you can provide all the latest updates, news and insights to a wide range of your potential customers is a comparatively less time.
Just like the other types of digital marketing strategies, the messages that you send via email does not always have to be promotional. You can also share insights unique and valuable information and insights with your customers.
While there are so many other digital platforms that cater to the needs of the marketers and advertisers when it comes to digital marketing, the most common question that is thinking why is email marketing so important. Well, there are certain factors that make email marketing more important in today’s scenario as well.
Benefits of Email Marketing
Email Marketing is comparatively cost effective. Marketing to hundreds to thousands of customers through emails will not cost you much as compared to other forms of digital marketing. Next advantage of email marketing is that it targets the specific ideal consumers which further leads to higher engagement and often generates a higher ROI.
It is more versatile as it integrates the other types of digital marketing tactics. For example, you can use email marketing to promote the content that you have created. Or through emails, you can drive more traffic to your website.
No matter how promising a digital marketing strategy might be, if you do not know how to use it effectively, then you can’t make the most out of it. The first step towards effectively using email marketing is to build an email marketing contact list. You can do this by providing an incentive for subscribing to your email list. By providing them with valuable content can also increase the sign-ups for you.
After creating the email list, segment it into smaller similar groups based on their behaviour, interests, geographical areas, profession, age etc. By segmenting the audience into smaller groups will help you in delivering highly targeted messages to the subscribers.