Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you meet them where they are already spending time, which is on the world-wide-web. Seemingly, with almost everyone the internet is today, it’s a quite surprising statistic that the number of people expected to go online is still increasing.
Before we go into what Digital Marketing is, if you are looking out to outsource your digital marketing needs you should consider digital marketing agency Miami. This city hosts the top contenders in digital marketing and using the expert services these agencies have to offer can help take your business to the next level.
What is Digital Marketing?
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective buyers.
Why Use Digital Marketing?
While traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can occur electronically and online. This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities.
Types of Digital Marketing
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Marketing Automation
- Email Marketing
- Online PR
- Inbound Marketing
Here's a brief summary of some of the most common digital marketing tactics.
Search Engine Optimization (SEO)
This is the process of optimizing your website to ‘rank’ higher on search engine results pages, thereby increasing the amount of organic traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.
Social Media Marketing
This practice promotes your brand and your content on social media channels in order to increase brand awareness, drive traffic, and generate leads for your business.
The channels you can use in social media marketing include:
If you're new to social platforms, you can use tools to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the tool as well.
Pay Per Click (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price ‘per click’ of the links you place.
This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website.
Affiliate marketing channels include:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media accounts.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
- Email newsletters
- Social media post scheduling
- Lead-nurturing workflows
- Campaign tracking and reporting
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the company's website.
The types of emails you might send in an email marketing campaign include:
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
- Customer welcome emails.
- Holiday promotions to loyalty program members.
- Tips or similar series emails for customer nurturing.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's a lot like traditional PR, but in the online space.
Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy in order to create a customer experience that works with the customer, not against them.
What does a Digital Marketer Do?
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.
The digital marketer typically focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. For example, a digital marketer who's in charge of SEO, measures their website's ‘organic traffic’ which refers to the visitors that land on your website as a result of unpaid search results.
The Role of Digital Marketing
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advertisement in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all. On the other hand, with digital marketing, you can measure the Return on Investment (ROI) of pretty much any aspect of your marketing efforts.
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