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What is Digital Marketing?

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What is Digital Marketing?

Digital marketing is the promotion of your brand, services or products online. With multiple online platforms available, how much do you know about each channel and how it could benefit your business? Utilising an efficient channel mix will help you maximise your online visibility, driving more traffic to your website that converts. Here we break down a simple channel guide:

What is Digital Marketing PPC?

Digital Marketing PPC broadly stands for ‘Pay Per Click’ but is often used in relation to ‘paid search’. You’ve probably noticed the sponsored links that appear when you search for something specific online… this is a result of PPC marketing.

PPC aims to generate site traffic that meets your objectives. For example; sales, enquiries, newsletter signs ups, video views or any action which matters to you. What’s great about this is that consumers are actively searching for your service.

PPC can build campaigns that lead the right people to your site. As the name suggests, you only pay when a user clicks, and you can also specify how much you are willing to pay. So, you’re in total control of how much money you invest and where you invest it.

PPC campaigns are useful for various organisations because you can tailor the activity in so many ways. You have the freedom to target your own keyword lists. For example, you can use demographic data, choose a time of day, pick a device that works best for you …. the list goes on! Now, you can even target users who match your specified interests or online behaviours. PPC ensures you’re engaging users who are likely to convert.

Because of these options and the strong searcher intent, a well-targeted and optimised PPC account is often one of the top-performing channels.

Find out about our PPC services.

Search ads can increase brand awareness by 80 percent

Google

SEO

SEO stands for Search Engine Optimisation – it’s the process of optimising your site to ensure that you are ranking well in organic results for target keywords. Unlike ‘pay per click’ ads which are ranked as part of an auction, SEO has no click cost. Instead, positions are determined by the search engines who rank pages in and choose whose site appears, in what position, for each term searched.

Search engines rank websites based on how suitable, relevant and helpful they think it is to a user’s search query. Having your website ranking on the first SERP can be transformational for your business. You can encourage more site traffic and engage visitors who are likely to convert.

Ultimately, SEO aims to make your brand appear within the top three organic search results, making you stand out in the right marketplace.

Read more about SEO.

51 percent of all website traffic comes from organic search and over 40 percent of revenue is captured by organic traffic

Brightedge

Social Media

Social media marketing involves two elements, organic social and paid social. Organic social involves posting about news, products or any updates on your social platforms, for free. This gives you the chance to showcase any relevant, important or exciting content to an engaged community.

It also gives brands the chance to respond directly to any queries, complaints or feedback. These are central parts of audience engagement. Paid social covers several different social platforms (Facebook, Instagram, Twitter, LinkedIn). All of the major platforms include features for you to connect with an audience. Each has unique variations on the type of data they hold, as well as differences in the type of message that fits with the site.

It’s important for brands to choose the best social channels or channel mix for their message and audience. When used in the right way, both organic and paid social can enable you to engage, entertain and/or inform your audience, therefore helping you to develop and grow lasting relationships with customers.

Find out more about social media marketing.

Online adults aged 18-34 are most likely follow a brand via social networking (95%)

MarketingSherpa

Display Marketing

You’ve probably noticed the personalised ads that appear when you’re browsing online – that’s display & programmatic display advertising. By using 1st and 3rd party data sources, display marketing enables us to segment internet users into groups based on their internet behaviour, demographics, location and personal interests.

With this information, we can present the right people with relevant ads, ensuring that your brand is being shown to users that are likely to be interested. The moment any internet user visits a website, they can be monitored in terms of the criteria mentioned. This can then determine whether they match a brands customer profile.

This audience and placement targeting ensures that campaign ads are only shown when the best combinations are available. To put it simply, if somebody seems like a good fit for your brand or service, they can be shown your ad.

Find out more about display marketing.

programmatic is synonymous with increased efficiency, greater effectiveness, access to the spectrum of digital advertising formats and an ability to bring data into buys

Google

Content Marketing

This aims to satisfy your objectives through the production of relevant content. The content format can range from copy, video, image, articles, graphics and blog posts – and can be located onsite or offsite. Onsite content could be a how-to-page, a blog or a describer video on your homepage – it refers to any assets on your website. You can use offsite content on external websites, to link back to your brand and generate traffic to your site. For instance, this could be an interview or a press release.

Content marketing maintains regular output to improve your brand’s reputation. Therefore, it’s a way of keeping customers engaged, welcoming new customers and encouraging visitors to return through remarketing.

The digital world is a collection of content – from images to articles, to graphics and videos. An effective campaign will make your brand stand out as a result of sharing relevant information, to the right audience.

Find out more about content marketing.

Marketers who prioritise blogging efforts are 13x more likely to see positive ROI

Hubspot

What is Digital Marketing CRO?

CRO stands for Conversion Rate Optimisation – It’s the process of modifying a website to increase the percentage of conversions. The desired user action will vary depending on your objectives but could be anything from subscribing to a newsletter to purchasing a product.

So, your website may be generating a lot of traffic, which is great… but how do you keep track of whether your visitors are viewing your site for the reason intended? Are they visiting, or are they becoming customers and using your service?

By optimising elements of your site, you will be able to make constant improvements which drive visitors towards your outcomes. You can remove customer pain points and fix site problems. As a result, you will notice an improvement in your conversion rates. Overall, it’s a win-win situation for both you and your customer.

According to 59% of company respondents, CRO is crucial to their overall digital marketing strategy

Econsultancy
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What Next?

There’s no doubt that an effective digital marketing strategy can help your website stand out from the crowd. If you’d like to find out a bit more about how your brand can utilise the channels mentioned, then get in touch!