Digital marketing is a collection of all marketing efforts using the internet. It is a medium wherein businesses connect with prospective customers via digital channels. The digital channels can be websites, search engines, email, social media etc.
One may wonder at the need of a complete stream of marketing 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. And thus, digital marketing– which encompasses any form of marketing that exists online, became a necessity.
Digital Marketing primarily comprises of the following parts:
Search Engine Optimization
Search Engine Optimization or 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. The organic traffic, for all practical purposes is “free” traffic. In general, most businesses practice SEO diligently for their website landing pages and blogs.
Content Marketing deals with the creation of content assets for the purpose of driving brand awareness. This ultimately translates to traffic, leads and new customers. Written content is probably the most basic and prevalent form of content marketing. This 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. It more or less includes anything for a prospect to get to know your business better.
For content marketing ideas, read our previous blog “Why you need fresh content for your website?”.
Social Media Marketing
Social Media Marketing or SMM involves the practice of promoting your brand on social media channels. Some famous social media channels include Facebook, LinkedIn, Twitter, and Instagram. 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.
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.
You can use Email marketing to communicate with their existing customers. You can use this to promote specific types of content, discounts, new product releases and events. With the passage of time, email marketing has also become an integral part of digital marketing. It is actively used for generating subscriptions for assets such as blogs and newsletters, or to welcome new customers. It is also used to follow up with prospects who may have expressed interest in a product/service.
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. It strives to streamline and automate marketing tasks and workflows. These includes tasks such as managing newsletters, social media, leads and campaigns.Most importantly, it measures the results and ROI of your digital campaigns.
Digital marketing can work for any kind of business, across any industry. However, the way businesses should plan their 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. The salesperson can use the generated lead and start a conversation with the interested party. In such a case, the objective will be to attract leads of the highest quality.
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. This will make them aware of the brand and its offerings. The focus on creating leads will be comparatively lesser. The importance will be given to structure your content in such a way, that a prospect can quickly get convinced. They will then convert into a customer, and then go on to become a loyal customer as well.
One of the greatest advantages of digital marketing is that it allows for marketing efforts to be measured in real-time. In conventional marketing techniques such as print media, radio, TV, there is no ideal mechanism to understand effectiveness of marketing. 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. This can help us craft out an effective plan to reach out to the right target audience. This leads to more leads, which lead to more conversions and ultimately more sales.
For all your digital marketing needs, feel free to contact us.