Digital marketing in simple terms is a collection of all marketing efforts which leverage the use of an electric device accessing the internet. It is a medium wherein businesses connect with prospects and customers via a plethora of digital channels such as websites, search engines, email, social media etc.
Why Digital Marketing? – A Background
One may wonder – what is the need of a complete stream of marketing which is dedicated to a single medium i.e. the internet. The simple answer is that marketing, by and large is always about connecting with your audience at the right place and at the right time. Over the last decade, the one place where consumption has grown exponentially is online. Needless to say, any business today will find most of their prospects and businesses on the platform where they are spending a lot of time i.e. the internet. And thus, digital marketing– which encompasses any form of marketing that exists online, became a necessity.
What are the various parts of Digital Marketing?
Digital Marketing primarily comprises of the following parts:
Search Engine Optimization
Search Engine Optimization, more famously abbreviated as SEO, is the process of optimizing your digital properties, so that they rank higher in search engine results. The better you optimize, the higher the amount of organic traffic flowing into your website, which, for all practical purposes is “free” traffic. In general, most businesses practice SEO diligently for their website landing pages and blogs – just about anything that can give them a free leverage towards building a digital lead pipeline.
Content Marketing deals with the creation of content assets for the purpose of driving brand awareness, which ultimately translates to traffic, leads and new customers. Written content is probably the most basic and prevalent form of content marketing and can be of multiple types – blogs, landing pages, e-books, whitepapers, online brochures etc. However, it is not just about written content – content marketing also deals with static images, infographics, gifs, videos – more or less anything which is consumable, engaging and interesting enough for a prospect to get to know your business better, or for a customer to know your product or offering better.
For content marketing ideas, read our previous blog “Why you need fresh content for your website?”.
Social Media Marketing
Social Media Marketing involves the practice of promoting your brand on social media channels – such as Facebook, LinkedIn, Twitter, Instagram, Snapchat, Pinterest etc. The simple reason why nearly every business engages in social media marketing is, because consumers of today spend most of their time in social media. Next to SEO, this can be called the next easiest way of getting leads for your business.
Search Engine Marketing
Search Engine Marketing or SEM, also known as Paid Marketing, is a method to invest in paid ads, which generates traffic to your digital assets. The most popular form of SEM is “Pay-Per-Click” or PPC, which drives traffic to your website, by paying a publisher every time your ad is clicked. In this domain, Google has been the pioneer, with most businesses buying paid slots on Google AdWords, to promote themselves. However, the same concept extends to other media as well, such as paid ads on Facebook, promoted tweets on Twitter or sponsored messages on LinkedIn.
Email marketing is widely used by businesses to communicate with their existing customers. Email marketing is often used to promote specific types of content, discounts, new product releases and events to which a business may want to invite their client base. With the passage of time, email marketing has also become an integral part of digital marketing, as it is actively used for generating subscriptions for assets such as blogs and newsletters, or to welcome new customers, or to follow up with businesses who may have downloaded something from your website or may have expressed interest in a product.
If you want to boost your email marketing CloudOnHire is here to help.
Marketing automation is an integral platform, which ties all your digital marketing efforts at one place. Marketing automation strives to streamline and automate marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow and manage your revenues faster. These includes tasks such as mailing newsletters to your subscribers, scheduling social media posts, updating your contact lists, nurturing your leads and tracking your campaigns.
Does Digital Marketing Work for All Businesses?
Digital marketing can work for any kind of business, across any industry. However, the way businesses should plan their digital marketing strategy will depend on whether they fall under B2B or B2C.
Digital Marketing for B2B
If a company is in the business-to-business model or B2B, the digital marketing efforts will focus on online lead generation, so that after the lead is generated, a salesperson can then go and start a conversation with the interested party. In such a case, the role of digital marketing will then be to attract and convert leads of the highest quality, so that conversions can be more.
Digital Marketing for B2C
If a company is in the business-to-consumer model or B2C, then the digital marketing strategy will be about attracting people to the website and make them aware of the brand and its offerings. The focus on creating leads will be comparatively lesser, and importance will be given to structure your content in such a way, that a prospect can quickly get convinced to convert into a customer, and then go on to become a loyal customer as well.
What Are the Benefits of Digital Marketing?
One of the greatest advantages of digital marketing is that it allows for marketing efforts to be measured and results to be seen in real-time. Compared to conventional marketing techniques such as print media, radio, TV, where there is no ideal mechanism to understand how effective the investment is, digital marketing at least offers a scope to put an ROI against efforts. Using the various arms of digital marketing, one can understand what is working more, what is working less and accordingly craft out an effective plan to reach out to the right target audience, leading to more leads, more conversions and ultimately more sales.
For all your digital marketing needs, feel free to contact us.