With more and more consumers moving online for information gathering, entertainment and shopping, digital marketing is becoming an increasingly important way for businesses to reach their customers.
But what is digital marketing exactly?
Digital marketing refers to any kind of marketing or engagement that occurs online. There are a lot of components that fall under this umbrella: your website, your social media presence, or any kind of paid online advertising.
The goal of all these individual marketing elements is to get your brand noticed, to get leads, and to transform those leads into loyal customers.
Let’s take some time and go over some of the individual pieces that should make up your digital marketing strategy!
Having an attractive and professional looking website should be the starting point of your online marketing plan. Ensuring that your website both looks good and is easy to navigate will go a long way towards establishing a positive association towards your brand and will make it convenient for customers to find out all about you and what you offer.
However, setting up the website is just beginning. You should be regularly updating your website and using it as a communication tool. This not only gives customers a reason to continue to visit your site, keeping your website content up-to-date and relevant will also have a positive effect on your SEO results (more on that later).
While your website is an important cornerstone to any digital marketing strategy, having a presence on social media platforms is becoming an increasingly important tool for improving brand awareness and communicating with your customer base. You don’t necessarily need to have a presence on every single platform in existence, however, so don’t run yourself ragged trying to “do it all.”
Which social media channels you want to focus on will depend on your business and the demographics you want to target. Do a little research and select the channels that make the most sense for your company. If you do want to have a presence on multiple platforms, there are tools, such as HubSpot or Hootsuite, which allow you to connect multiple channels and schedule content across several platforms at once, making it easier to manage all of your business’s social media accounts.
Using email as part of your digital marketing strategy is a great way to let you customers know about your latest news, promotions, and products. A regular newsletter or marketing email will help to keep existing customers engaged between purchases and educate them on some of the other services you provide. You can also solicit feedback from your customers by sending out surveys and asking for their input.
While you’ll want to send these marketing emails on a regular basis to keep customers interested, make that you aren’t over doing it. Receiving a flood of emails is likely to make people annoyed and might cause them to unsubscribe from your email list.
Another thing to keep in mind is that you’ll need to be aware of and follow the email regulations for your area. In Canada, that means adhering to the Canadian Anti-Spam Law. Regulations are based on your location and the location of your subscribers, so make sure that you’re familiar with which laws apply to you.
Paid Digital Marketing involves paying a publisher (such as Google, Yahoo or Facebook) each time someone sees or clicks on your ad in a search result or on a website or social media platform. Depending on the kind of ad you place, you’ll either pay for impressions (how many people see your ad) or Pay-Per-Click (how many people engage with your ad).
What kind of ad you want to utilize depends of the goal of your campaign. If you want to improve awareness of your brand, a paid ad campaign that focuses on impressions and displays your ad on various websites while users are browsing online would be a good strategy. If you’re looking to attract new customers to your website, a Pay-Per-Click campaign that appears above organic search results would be the way to go. Understanding the different kinds of paid ads and how they could benefit your marketing strategy is an important first step, and you’ll want to review your paid ads performance regularly so that you can adjust your strategy accordingly.
SEO stands for Search Engine Optimization and this digital marketing strategy is all about increasing the position of your website in organic search results. When someone is searching for something in a search engine like Google or Yahoo, they’ll likely only look at the links that appear on the first page or two of their results. Ensuring that your business ranks well in these results is an important way to ensure that new customers are finding you when they’re looking for the services and products you provide.
By researching keywords relevant to your business, you can make sure that your website contains appropriate information and answers to the questions that customers are asking online, allowing your site to rank higher on results pages. There are also things you can do on the back end to improve your website’s search engine ranking, such as improving the page load times, so having a well-constructed and up-to-date website is important for your SEO ranking.
When Digital Marketing is done well, it gives you the opportunity to create an enticing experience for customers, instead of just advertising at them, but juggling all of these different components can be a lot of work.
If you’re looking for assistance with any piece of your digital marketing strategy, Frontline Web Consulting is here to help! Our team of experts can provide your business with support with any and all of the elements covered in this article.
Contact us today and get started on improving your digital marketing strategy!
We're open 8:30 am - 4:30 pm, Monday - Friday.