The Ultimate Seven (7) Features Of Digital Marketing

Introduction

Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising but also text and multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it is digital marketing.

Digital marketing is the principal component of a company’s success at this age and time. Let’s look at the seven (7) aspects of digital marketing:

  • Search Engine Optimization
  • Pay-per-Click Advertising
  • Social Media Marketing
  • Content Marketing
  • Email Marketing
  • Mobile Marketing
  • Marketing Analytics
SEO

1# Search Engine Optimization (SEO)

The foundation for successful digital marketing, search engine optimization (SEO) refers to several strategies designed to boost your rankings in online search results.

When your website ranks at the top of search engine results pages (SERPs), more qualified leads will find and contact you when searching for products or services related to your business. Higher search rankings translate into more leads, phone calls, and revenue for your company.

How do you rank in search results? You can use many SEO strategies for your business, including:

  • Create quality content that answers searchers’ questions
  • Clean up your site’s code and increase page speed
  • Streamline your site’s design and navigation to *improve user experience (UX)
  • Earn backlinks from reputable sites

Keywords and keyword targeting-Properly deploying your keywords, i.e., the search terms you want your site to be found in your content and headers are one of the fundamental building blocks of SEO. It is no longer good practice to “stuff” your content with as many keywords and keyword variations as possible. Writing high-quality content that uses keywords in the headers and a few times in the crawl-able page content is now considered better practice, and will make pages rank better in search results.

It’s important to remember that SEO is a long-term strategy, so don’t expect to see results overnight. While SEO requires regular upkeep to maintain top rankings, the results are well worth the investment for your business.

pay-per-click advertising

2# Pay-per-Click Advertising (PPC)

Pay-per-click (PPC) advertising is an excellent strategy for maintaining a presence in search results while you establish organic rankings with SEO.

If you’re looking to boost your rankings quickly, PPC can start driving qualified leads to your site the minute your ads go live and it’s an affordable option for businesses in most industries.

What Is One of the best parts of PPC advertising? You only pay when people click your ads.

This means you’ll avoid wasting money trying to reach people who aren’t interested in your products or services.

In addition, PPC offers advanced targeting options that allow you to focus attention on your target customers.

With PPC, you can target people based on demographics, location, and even the type of device they use. These targeting options, coupled with the budget-friendliness of PPC, make PPC a valuable component of successful digital marketing.

social media marketing

3# Social Media Marketing

This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.

A woman uses her cell phone to track the results of a social media marketing campaign. To be effective, efforts must get coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available to automate and schedule social media posts. Although marketers only should use automation as a tool, not a “set it and forget it” solution. Users will figure it out quickly if there is no real person behind the posts.

Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.

A crucial part of social media marketing is analytics: Social media marketers must also be savvy at analyzing the performance of their posts and creating strategies based on that data. Another reason for marketers to be consistently measuring and tracking their campaigns is that this data allows marketers to show to business leaders that their efforts are driving users to engage with the brand and eventually converting users into customers, therefore providing value to the company, according to Forbes contributor Jason Demers.

content marketing

4# Content Marketing

Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts, resources like white papers and e-books, digital videos, podcasts, and much more. should foremost provide value to the consumer, not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that might lead to many sales over time, not just making a single transaction.

Content marketing works in symbiosis with other types of digital marketing: It is a way to incorporate SEO search terms into fresh website content, and the content created can get shared as social media posts and in email marketing publications. Looking at the analytics for your content marketing can tell you a lot about your customers: what are they looking for when they land on your site? What kinds of content make them stay on the site longer and keep looking around? What kinds make them lose interest and navigate away?

Unlike a method such as PPC, content marketing is a long-term strategy. Over time, marketers build up a library of content (text, video, podcasts, etc.) That will continue to bring users to the site via search engines, according to Marketo, a marketing automation company. This content library also helps promote knowledge of your brand and increases your profile as a resource for information. And, if users are visiting your site for information, ideally they will remember you as an authority when it’s time to make a purchase.

Content marketing is a grand avenue for people who enjoy writing and/or video and audio production. But as with digital marketing, it also calls for strong strategic and analytic skills.

Email marketing

5# Email Marketing

A cell phone displaying bar graphs associated with an email marketing campaign. Email marketing software can offer many analytical measures, but two that marketers are always striving to improve are the open rate–the percentage of recipients who opened the email–and the click-through rate–the number of recipients who opened the email and clicked on a link in the email. According to leading email marketing software company Constant Contact, there are many things marketers can do to make their emails more appealing to users and more likely to be opened. These include the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and, over time, converting an audience into customers. Email marketing pros not only know how to create interesting campaigns, but they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association. #writing…

  • Create a Sense of Urgency

Writing email copy that lets your recipients know that time is running out to get a special deal or that there are only a few offers available can increase the number of people clicking through to your website.

  • Personalize Your Email

Setting your emails and subject lines up to incorporate the recipient’s name is a proven way to increase open and click-through rates. (A sample subject line: “Elsie, a special offer just for you.”)

  • Let Recipients Set Their Preferences

Allowing users to specify how often they want to hear from you can help keep some of your email subscribers subscribed to your list and clicking on your emails.

mobile marketing

6# Mobile Marketing

We focus this digital marketing type on reaching your target audience on their smartphone or tablet. Mobile marketing reaches people through text messages, social media, websites, email, and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.

A group of digital marketers looking at a tablet displaying the results of a mobile marketing campaign. According to a recent Tech Survey, consumers in Ghana (Africa) now spend five hours a day on their phones. This represents a 20% increase from the fourth quarter of 2020. Users are also spending much more of their time in apps rather than on mobile browsers. In 2021, users are spending much more time with apps than watching television. 22% of that app time get spent with entertainment apps like Netflix and Hulu, 25% of it gets spent on Facebook’s mobile app, 21% on other social and messaging apps, and 18% on gaming apps, according to Tech Survey.

In another report 40% of all shopping always or frequently involves a mobile device, whether it’s used to do research, compare prices or make a purchase. For most Millennials, that number is 57%.

Marketers know you need to take your message to where your customers are, and in 2020, it is very clear your potential customers are on their phones.

Marketing Analytics

7# Marketing Analytics

A cell phone displaying bar graphs associated with an email marketing campaign. Email marketing software can offer many analytical measures, but two that marketers are always striving to improve are the open rate, the percentage of recipients who opened the email and the click-through rate, the number of recipients who opened the email and clicked on a link in the email. According to leading email marketing software company Constant Contact, there are many things marketers can do to make their emails more appealing to users and more likely to be opened. These include the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and, over time, converting an audience into customers. Email marketing pros not only know how to create interesting campaigns, but they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association.

A woman looking at a computer monitor and using marketing analytics to optimize a digital campaign. Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages, but it also means they can show their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work and one that sets them apart from their traditional counterparts.

There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience (Fortune magazine reported many marketers are using over 100 applications in their total marketing process.) One of the most used tools for marketing analytics is Google Analytics, which can get customized in nearly endless ways to measure how your site is performing, which keywords are bringing users to your site, how users are navigating through your website, and much more. Check out 100 measuring tools for a digital marketing campaign on this site…

Having good, accurate analytics and the know-how to interpret them can help marketers “fail fast,” quickly cutting campaigns that aren’t working and building better campaigns around concepts that have a proven track record of success. Over time, you won’t just be using analytics to measure your campaigns, the analytics will also inform and improve your campaigns.

Finale

Digital marketing is crucial for the survival of today’s businesses. You need to expose your brand to a bigger audience if you want your business to grow. Digital marketing may sound scary at first, but if you take the time to learn about it, you’ll see that your company has a lot of potential to expand because of it.

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