For those who are new to digital marketing it can seem like an endless pool of tools, strategies and targets but it doesn’t need to be quite so confusing…
Whether you are taking on digital marketing as an individual, a startup or an existing business it is important to have all the different aspects clear. A good digital marketing strategy is made up of many different elements, these digital marketing elements are placed together and built upon, until a wall of marketing surrounds your business, marketing from all angles at all times.
This digital marketing overview will provide an insight into the key elements of digital marketing, elements that are not only useful but vital to achieving success online. With so many competitors all fighting for the coveted Google top spot and the most website traffic it is important that your digital marketing is up to scratch. Luckily, there are teams of people like ourselves who are dedicated to helping businesses of all sizes begin and improve their digital marketing, but it is always beneficial to have a brief idea of what it entails and the different types of digital marketing available to you.
Digital Marketing: The Building Blocks
A simple way to tackle all the different pieces of the digital marketing puzzle is to think of them as building blocks; there are key blocks used to lay the foundations of a digital marketing strategy and different tools and techniques are added on top to build it further.
Website – So much of digital marketing relies on grabbing the potential customer or client’s attention and drawing them on to your website and therefore a website needs to be easy to use, responsive for use on all mobile devices and most importantly, it must be informative. A website is often the first glimpse someone has of your business and therefore it must provide the correct tone and be fully branded. After all, standing out from competitors is key.
Mobile – Nearly two thirds of internet users use the web only on their mobile phones and therefore mobile marketing cannot be ignored. Ensuring your website is fully useable and functions well on all mobile devices and tablets is a great way to engage an audience that otherwise may not find your business. Call to action buttons allow users to contact you directly from their smartphone, increasing the chance of an enquiry and developing the website so it fits to the size of the screen it is being viewed on helps users to access the information they are looking for. Not only does this help them at the time, but it also encourages them to return to the website in the future.
SEO – Search engine optimisation (SEO) is a fairly new concept to many but surprisingly it is one of the most important. SEO comprises of a number of different techniques aimed at one goal – helping a website to rank at the top of search engine results for relevant keywords. 75% of search engine users do not go passed the first page of Google results and therefore being there is key to being found online. Content writing, link building, metadata and keyword research are just some of the things that make up a good SEO strategy and though it is a large task to take on, specialist SEO teams can take care of it.
Social Media – Nearly every one is on social media, or so it seems, and it isn’t too far from the truth. Social media is ever growing and it has slowly found its way into digital marketing budgets, and rightly so. Whether you focus on Facebook, Twitter, Google+ or LinkedIn, social media is the ideal way to reach out to a global audience at very little cost; queries can be answered, complaints dealt with and user engagement is only a Tweet away.
Paid Online Advertising – Paid online advertising is ideal for those who are looking for results quickly. If you want instant results and do not want to wait for an SEO strategy to kick in, Pay Per Click (PPC) and AdWord campaigns can get your advertisement on to the web and at the top of search engines. Though a budget is required and some keyword choices can be expensive, if created and implemented in the right way paid online advertising provides a good return on investment.
Emails and Newsletters – Sometimes the easiest way to reach someone is by arriving in their inbox. Emails and newsletters allow you to create one form of marketing and send it out to thousands of people instantly. With software and servers designed for just this purpose, email marketing is ideal for reaching a large number of people at once and saves on printing costs. Better yet, it is even possible to track who has and hasn’t opened the email – sneaky!
The Key Benefits of Digital Marketing
With so many different types of digital marketing it is unusual that one key benefit stands out from the rest, and that is because it is a benefit that covers every type of digital marketing – tracking. Unlike traditional marketing whereby newsletters and posters are commissions and there is no way of knowing how many people have seen it, digital marketing provides a platform for monitoring your campaigns and tracking your ROI.
It is possible to track how many people visited a website, how many people saw a social media post, how many people clicked on a email newsletter and how many people visited your website from digital marketing alone. This allows you to not only see how the digital marketing campaigns are going but also to decide if the marketing budget is being used in the right way. For example, if a large number of people used a product or service and visited the website via Google, it is possible to say that SEO is a good way to spend some of the budget. However, if less sales where made through email marketing it may be time to reevaluate the amount of money being spent in this area and use it elsewhere to a greater effect.
All in all, digital marketing is the future and businesses and individuals alike need to jump on board and kick start their digital marketing campaign; after all, the sooner you do the sooner results will be seen. Who doesn’t like leaving their competitors in the dust anyway?