What is Digital Marketing? An itemised guide to the elements of a digital strategy.
Digital Marketing is a term used to describe any marketing that happens using digital media. It is different to content marketing in that it is made up of all the strategies used online. Digital Marketing uses both inbound and outbound marketing, content marketing defines inbound marketing mainly.
Content Marketing is one of the arms of Digital Marketing.
A Digital Marketing Strategy often includes most of the following:
1. SEO and SEM
The top of the list goes to Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). The two are sometimes used interchangeably but have pretty distinct meaning.
SEO is the process of optimising your website, blog content and content on third party sites (backlinks) to help Google understand and rank your website on the first result page. SEM is the strategy of buying ads on search engines to appear in the paid section of search results.
2. Content Marketing
Content Marketing includes blogging, online video creation, webinars, even podcasts… anything that involves creating content for the purpose of generating trust and creating an audience to sell your products or services.
3. Influencer Outreach
Influencer outreach is the strategy of paying people with a large social media following to promote your content.
4. Social Media Marketing
Social Media marketing includes marketing on Facebook, LinkedIn, Instagram, Twitter, Pinterest and other social online platforms. The marketing can be free – using the free features of the platform or extend to pay-per-click. A lot of the platforms offer the option to pay for visibility and ads.
5. Conversion Design and Copywriting of your landing pages
In order to build a successful market through digital mediums, you need to write copy that converts and design your pages in a way that your audience will respond to. Although often overlooked by businesses, this is a key element of turning visitors into clients. Conversion optimisation is a key element.
6. Website pages including eCommerce catalogues
In order to grow your business online you need to have the right tools to sell. If you want to grow your business online it’s important that you have the tools that can close the sale online for you. People want to see, know and understand what they are buying otherwise they will not part with their cash. Your website and online shop need to make this absolutely clear and easy.
7. Pay-per-click adverts
Pay-per-click advertising is very widespread these days. Google Ads and any paid ad on Social Media and Search Engines falls into this category. Pay-per0click adverts can be an expensive form of advertising. especially if it is not done by a professional. It can be effective and help you scale your business once you know how your traffic converts and how much each lead makes you in the long run. If you know your profit per lead, then you can start scaling up.
Banner and video ads are also a popular form of Pay-per-click online marketing however although digital, it is not as effective as SEM and is often part of a campaign with wider goals.
8. Re-marketing (better known as retargeting using PPC ads)
Re-marketing is the process of advertising to people who have already shown interest in your products or services. Online this is mostly done using facebook or google retargeting ads. Using the Facebook pixel you can retarget people who have done different things on your website.
9. Conversion Rate Optimisation
Optimising your conversion rates is key to the success of your overall digital marketing. Generating traffic and interest will yield little results if you do not pay attention to how many of those visitors are turning into clients. Your goal needs to be to improve the copy and layouts of your website so that you turn more visitors into leads.
10. Email Marketing
You can then trust your email marketing to do the rest. Once you have captured a lead through your website in the form of an email given to you in exchange for a download or a webinar registration, you can nurture this person by sending them regular emails. These emails need to help your leads learn more about what you sell so they can take an informed decision as to whether you are a good fit or not, understand who you are, what you sell and why they should work with you. Connect with you through story telling.
11. Online PR
This form of digital marketing includes guest posting and contributing to third party websites in order to get strong backlinks and also tap into the traffic of third party sites such as news sites and magazine-style blogs such as the Huffington Post, Mind Body Green, Forbes etc.