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What is Digital Marketing?

During the 2013 holiday season so many people shopped online that shipping companies couldn’t keep up. There’s no denying that consumers are spending more time online than ever before and digital marketing is becoming a primary strategic focus for many companies.


Digital marketing is the most measurable form of marketing available today. The term “Digital Marketing” covers the entire online presence of a business, from websites to mobile apps, social media and more. Unlike traditional forms of marketing (television ads, billboards, radio ads, etc.) digital marketing gives businesses access to data. Page views, clicks, and searches can all be tracked and analyzed, so businesses can directly measure how successful their strategies are. Using software like Google Analytics, marketing professionals can determine which keywords are being searched in Google, how people searching online find websites, which ads they click on and more.


There are many ways for companies to market their products or services online, including their own websites and blogs, social media, search engine advertisements like Google AdWords, email, and mobile. Utilizing these platforms, marketers strategically craft informative content that is optimized to show up in searches and drive traffic to company websites. Read on for a brief overview of the various components of digital marketing:


Websites


The first step to creating a digital presence is having an attractive, efficient, and informative website. These days, internet users expect high quality web development, sites that load quickly, informative content and responsive web design. Your site should be relatively easy to navigate, provide detailed information about your business, and include a way for visitors to contact you online.


Content Marketing: Blogs and SEO


A well-designed website is ineffectual without great content. All content on your site should be well-written, informative, and keyword-optimized. By identifying the words and phrases people use to search for products and information related to your business, and then utilizing the same words and phrases in your content, you can ensure that your website is searchable. The practice of keyword optimization is part of SEO, or search engine optimization.


Blogs are a great way to continuously add searchable content to your site. Google’s search algorithm, Hummingbird, prioritizes relevant, informative content when displaying search results. Blog topics should be determined by identifying keywords related to your business that are often searched in Google ( Google Trends and the Google AdWords Keyword Planner are two great tools for finding keywords to target). Many business owners wonder if their site really does need a blog. What many people don’t understand is that a blog is often what users encounter first when searching for information.


Social Media


Social media is becoming another essential part of digital marketing strategy. Consumers expect to have access to business online. Social media can be a great way to engage with your customers in a personalized and accessible way. You can keep loyal customers informed about your latest products, and by curating interesting content on your social media feeds, you can attract new ones. This will build name recognition and brand loyalty.


Search Engine Advertising


When you search for something in Google, you may have noticed the column of ads displayed alongside unpaid search results. These are generated using Google Adwords and you pay for them based on how many clicks the ads get. Google Adwords are just one more way marketers drive potential customers/clients to websites.


Email Marketing


Sending an email newsletter with information and promotions is also a great way to keep your business on your clients’ and customers’ minds. Offer your customers a way to sign up to receive your email newsletter. There are several programs that can help with email marketing. Our favorite, Mailchimp, has both paid and free versions.


Mobile


Almost half of the population searches the internet from a smartphone or tablet. Web developers are adapting by implementing responsive design, which means that websites will look attractive and retain their full functionality no matter the screen size. Google Hummingbird also optimizes for responsive websites. If you haven’t gone responsive yet, it’s time to do so.


Mobile applications can also be a powerful marketing tool. Apps can greatly improve your customers’ experience when interacting with your business digitally. The best part of developing an app is that there are many functions an app can perform: online shopping, scheduling, offering promotions and deals, etc.


To learn more about the digital marketing strategies that would be beneficial for your business, /contact-us contact us today.
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