Digital Marketing and your online presence
Digital Marketing is defined as:
“The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital Marketing extends beyond internet marketing to include channels that do not require the use of the internet.”
But how can you use this to effectively increase visibility of your online presence?
Below is a list of the key channels that make up Digital Marketing. Every other week I’ll share best practice specific to each channel, showing you how to strengthen your strategy and successfully promote your brand.
Your website is or needs to become the hub of all your Digital Marketing efforts. If your website isn’t up to scratch, then investing in other channels is a fruitless exercise.
PPC (Pay Per Click)
This is when you pay search engines like Google, Bing and Yahoo to add your advertisement (ad) to search results. It’s a good way to display your ad prominently but does need a dedicated monthly budget, and depending on your industry might not come cheap – every time someone clicks on your ad, you pay!
SEO (Search Engine Optimisation)
SEO helps your website to become visible in search engine results. The process helps you to make improvements that will compare you favourably with competitors so that search engines will put your listing ahead of theirs organically. Organic results are free but the process is time consuming and highly competitive.
Your social media profiles like Facebook, Twitter and LinkedIn can be used to engage new and returning customers. These profiles mainly enable you to interact with your audience and increase brand awareness, rather than acting as a sales tool.
Affiliate sales occur as a result of a third party referral. A small percentage, or set fee is then paid to the referrer known as an affiliate which encourages them to keep promoting your services or products.
Sending emails to your own customer base is a great way of informing them about new products, sales, or news. You can also buy lists of email addresses to send information to, it’s a great way of gaining new customers but make sure you don’t spam.
Content comes in all shapes and sizes. Even this is content. A new webpage is content, a new video is content. Anything that your audience can view and digest that gives them new information can be used in content marketing. The goal is to provide something useful for your audience.
In a world with growing mobile use, it’s important to keep mobile in your thoughts when implementing Digital Marketing. For example check your website works on a mobile device!
These are the newspaper ads of the digital world. Keeping messaging concise on your image ads will make them stand out.
In later posts, I will explain best practice for each channel looking at different business types and implementation. If you have any questions or struggles with your current Digital Marketing plans, let me know and when I have enough questions to answer I cover them in a post so everyone can benefit!
Over 4 years of Digital Marketing experience in pay per click, search engine optimisation, email marketing and affiliate marketing. Ben has worked in the UK, US, and Canadian markets with a wide range of businesses.