For businesses to succeed in today’s increasingly digital world, it’s important to have a strong online presence. Digital marketing is no longer just an option for businesses, it’s essential.
So, What is Digital Marketing?
In simple terms, digital marketing is the promotion of your business’ products or services through electronic media.
The main difference between digital marketing and traditional marketing is that it is more easily monitored and measured. Good digital marketers arm themselves with data. They understand what consumers are looking at, what interests them, and the information they are most likely to act on. With this information, digital marketers are better able to target the segments that they want, with the right information at the right time.
Why Digital Marketing?
- It’s Far-Reaching: As traditional marketing loses the attention of consumers, digital marketing continues to grow, for example, most people now read their newspapers on their mobile phone or some type of tablet. Effective marketing integrates with customers’ day-to-day lives, so developing your marketing strategy accordingly is essential.
- It’s Affordable: Digital marketing tends to be cheaper than traditional marketing campaigns. Using e-mail or social media to communicate your message with your customers not only costs a lot less than paying for a newspaper or TV ad, but you can also be much more targeted and personal in your message to them.
- It’s Measurable: The online environment offers a wealth of free analytics and data which makes tracking results and ROI for a digital campaign much easier. Success can be measured in real time which gives you the advantage of planning more effectively and making changes almost instantly.*
* That being said, with the introduction of Google’s ‘secure search,’ which protects the privacy of its users, it is becoming more and more difficult to track.
Digital Marketing Channels to Consider
The most important elements of a digital campaign are organic search, social media marketing, content marketing and lead nurturing. These elements can be used individually, but are most effective when used together to create a comprehensive digital marketing campaign.
An incredible 82% of the population conduct research online before making purchases [Retailing Today, 2013]. The most common way for consumers to find this information is to use search engines such as Google, Bing and Yahoo!. In order to get your website in front of potential customers and clients, it has to be search engine friendly. The process of optimising your website involves helping these search engines identify what your site is all about, and how it relates to what the user is looking for.
There are several ways you can do this to increase the chances of your website ranking well on search engines, and in turn, your visibility to searchers.
Find out more about how to optimise your website in our blog: 9 Steps to Perfect Small Business SEO
Content is a major part of an effective digital marketing strategy. By creating a blog on your site, you can provide visitors with fresh, relevant content that may assist their purchase decision.
A good content strategy will not only position you as a thought leader in your field, but it will provide the very practical benefit of helping you increase site visitors and user engagement, which should assist in driving conversions.
Find out more about content marketing in our blog: What Is Content Marketing?
Social Media Marketing
Social media marketing is a great medium for a business to build and increase their brand presence online. Utilising a variety of social media platforms creates new opportunities to interact and connect with potential customers and clients.
Although social media is undoubtedly a very powerful tool for sharing information and distributing content about your products and services; it can and should never be considered a one-way street. The best brands at social media don’t just use for self-promotion, but rather utilise the channels to listen to their customers, learn from them and engage in a meaningful two way conversation with them.
Find out more about social media marketing in our blog: What is Social Media Marketing?
Nurturing Website Visitors
Statistics say that only 1-3% of website visitors make a buying decisions the first time they come to a website [Forbes, 2014]. That means, although your digital marketing efforts are driving traffic to your website, 97% of visitors are not converting first time round.
This is where available data comes into play. By monitoring what parts of your digital marketing campaigns your consumers are interacting with and engaging with, you can more strategically target customers going forward in order to efficiently move them through the buying journey to sale.
In today’s digital environment where power is very much in the hands of the consumer, brands need to adapt to be more consumer-oriented. Consumers want brands they can trust, companies that know them, communications that are personalised and offers that are tailored to their needs and preferences. When used correctly, Digital Marketing offers all of this and more.
So, what is digital marketing? It’s your next step toward business success.