Digital marketing is the use of digital channels to connect with customers where they spend most of the time: online. This means search engines, email, websites, social media, and mobile. Marketing is about connecting with your audience in the right place, at the right time and with the right message. That’s why digital marketing is growing. Because people are spending more time online.
There’s a whole heap of tactics and channels that fall under the umbrella of digital marketing. One of the most common is Search Engine Optimisation (SEO). This is the process of optimising your web pages to rank higher in search engine results to increase the amount of organic traffic to your web page.
Paid advertising, or Pay Per Click, is a method of driving traffic to your website by paying the advertising channel every time your ad is clicked. For example, Google Adwords allows you to bid for space at the top of Google’s search engine results pages. There are other types of digital advertising, such as banner ads on websites and video ads on YouTube.
Content marketing is another common digital marketing tactic. This is the creation and promotion of content, such as blog posts, ebooks and infographics, to generate brand awareness, traffic and lead generation. Content marketing is more than blogging – done well, it should move your prospect through the different stages of the conversion stages: awareness, evaluation and conversion.
Social media advertising is a growing digital marketing tactic. Why? Because more and more people are hanging out on social media channels, like Facebook, Instagram and LinkedIn. As of June 2018, Facebook had 1.47 billion daily active users and 2.23 billion monthly active users. Repeat: 1.47 BILLION daily active users. So if you want to get your offer seen by your target audience, social media is a pretty good place to start.
Speaking of insanely effective digital marketing tactics, let’s talk about email marketing. Far from being dead, email marketing remains one of the highest ROI marketing activities at 122% average ROI – that’s four times other digital marketing tactics.
These are just a few of the digital marketing tactics you can use. But as with offline marketing, the best results come when you use them together to hit your marketing goals: attracting prospects, nurturing relationships and driving conversions.
There’s another great thing about digital marketing that we haven’t talked about yet: it’s hugely customisable. You can continuously track and adjust your digital marketing strategy based on what you can see is bringing in the big conversions, and what’s failing. Is Pay-Per-Click advertising giving you an unbelievable return on investment? Ramp up your spend for bigger results. Your Facebook advertising not performing as expected? See how you can change your ads or target for better results. This constant fine-tuning means you can really turbocharge your ROI.
One final thing you need to know about digital marketing? It’s NOT an option. Any business with an online presence, and even some without, must have a digital marketing strategy in place. You simply cannot be expected to survive without it.