Introduction to Digital Marketing
Digital Marketing is the future of marketing in the world with the latest online sources available to promote your business.
For having an online presence, you need to have a website, having all information about your business, products and services.
This is an added advantage which is cheaper than traditional marketing and you can measure the performance with simple free tools available.
Let us now see what are different ways of the digital medium to popularize and drive conversions for your small business and how to do digital marketing
1. Search Engine Optimization (SEO)
Search Engine Optimization or SEO is a simple method to enhance or improve your website so that your website will be shown when search results happening on Google. This means that your website is showing naturally and you are not paying anything to Google.
Google Algorithms are updated frequently so that the websites which are more potentially giving correct information are given more preference in ranking. This is how Google will pull down less deserving website on the top of SERPs (Search Engine Result Pages).
Do not worry about the ranking and position, you will need to keep few things in mind. Your website should have content related to your business in simple language and keyword matching so that Google can crawl and index your website according to the algorithm.
SEO is cost effective and long-term investment to your website.
2. Search Engine Marketing (SEM)
Search Engine Marketing or SEM is another strategy to drive traffic to your business. This is a paid source of Marketing. Hence it is also called Paid Search Marketing.
You may choose PPC (pay-per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions) pattern.
There different platforms to promote your website online – Google, Bing, Yahoo, etc.
SEM includes – Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.
So, plan your strategy with experts whether you would like to go for PPC/ CPC, along with Display & Remarketing or separately.
3. Content Layout
Research has proved that Content creation is most important part to promote your business.
Google Algorithm – Panda, Penguin or Hummingbird shows that content is the most important metric while filtering search results.
Content Creation can be in form Blog, e-books, Newsletters, Q&A, Forums, etc.
For Mobile Websites, the content should be short and crisp, because the reader wants to see the important information just in front of their eyes.
So, keep a practice of having a good and rich content to share, this will help your brand to get more business.
4. Social Media Marketing (SMM)
Social Media Marketing is a part of SEM. The purpose is to drive traffic from Social Media sites such as – Facebook, LinkedIn, Twitter, Pinterest, Google+, etc.
The best way to increase the traffic is to share your content on these social media platforms. This will also help you to engage with your audience on regular basis.
5. Digital Display Advertising
Digital Display Advertising is also a part of SEM. This requires your creative skills to implement on display advertising formats to target your audience. Display Advertising includes – text, banner, image, interactive or video ads.
Create juicy and attractive Ads, which will attract your audience which will pull their interest in your product or service,
However, note that Digital Display Advertising is relatively costly. You need experts to drive good ROI for your business.
6. Retargeting and Remarketing
This is the smart way to your customers who have already viewed your website earlier. With the help of cookie technology, you can Retarget the same user, indirectly you are giving your brand visibility to trigger their interest again.
This is one of the best ways to bring the conversion rate higher.
I have used the Retargeting and it has proved best strategy for me to get more customers.
7. Mobile Marketing
I strongly recommend you try out Mobile Marketing. Remember, the website apps and content should be customized for mobile devices.
By 2019, mobile devices are expected to reach 3.5 billion units worldwide. So as more people use smartphones, tablets and other mobile devices, the potential of the mobile market continue to grow.
8. Email Marketing
To use an effective Email Marketing, you need to maintain a list of potential Users and their Email addresses to whom you can send your offers & discount news, any new product launched, newsletters, etc.
Try to use a natural language to send personalized emails; this helps to develop trust.
However, note that Email Marketing may also be considered as spamming and there are laws against it in some countries.
9. Web Analytics
Digital Marketing is incomplete without Web Analytics. This will help you measure you understand, measure, analyze, report and predict the web activities for your business.
The best Web Analytics tools are free of cost – Google Analytics, Google Webmaster, SEMrsuh, etc.
Every advertiser or a business should use Web Analytics to understand his business and improve the ROI and conversions.
Practically, none of the combinations has proved to work best, it all depends on the different marketing strategies for your business and then find out which work best. In most cases, it is the combination of many strategies that will serve your objectives.
Digital Marketing is a dynamic medium and you should always be adapting to the changes. Use a Web Analytics tool to track performance and plan your next move.