Marketing is defined as a process of communicating with an audience in order to inform them about various products or services which would be of benefit to them. Another term for marketing might be promotion. Marketing incorporates the use of a wide range of strategies to increase consumers’ knowledge of products or services. The goal of marketing is to present information about products to consumers in such a way that the consumer realizes it fills some need in their lives and they make a purchase. Digital marketing is simply using digital strategies to communicate business specific information to an audience in order to illicit a response.
How Does Digital Marketing Work?
Basically, digital marketing works by using a number of different strategies. Each of these may serve a totally different purpose even though they have a common goal. The strategies work together in order to drive relevant traffic to a business (either online or off) and then convert a one time visitor into a returning, loyal customer. Well structured campaigns may use any combination of a number of different strategies.
Search Engine Optimization (SEO)
Some would say that SEO is really the work horse behind digital marketing. It is an effective means to increase ROI by helping improve a site’s ranking in the SERPs so that traffic increases on the site. SEO specialists have to stay on top of the ever changing algorithms and updating done by the search engines in order to modify their campaigns to reap the greatest benefit. SEO best practices helps website’s rank organically in SERPs, drive relevant and valuable traffic to sites, encourages conversions and helps the website maintain its page rank.
Social Media DM Strategies
Social media is not the “new kid on the block” anymore, but it is one of the newest DM strategies. It is rapidly growing to be one of the most popular strategies since recent changes have made it possible to track ROI and engagement. There are literally thousands of social media platforms available and businesses can benefit from different types based on the nature of their business. The most popular or well known social sites include Facebook, LinkedIn, Twitter, Google+, Pinterest and YouTube. The way social media contributes to a digital marketing campaign is that it offers an open platform. This allows audiences to engage with the company or brand. Companies are able to monitor followers on a regular, even daily basis while also keeping them up on the latest news or releases in their business.
Online Press Releases
Online press releases are very similar to the traditional ones, but the audience is much larger online. Press releases as well as industry related articles are online publications which are written and optimized and then distributed to various websites that are the best suited to the brand; or the sites that are the best match for the target audience. Just like a traditional press report, they are the work of a journalist or editor who writes the content to help a business gain exposure for their brand.
It has literally never been easier to promote a product, service or brand online. There are lots of possibilities when it comes to incorporating digital advertising into the campaign. Google AdWords uses keyword research and data to create ads which can be textual, banners or image based. Advertising on Facebook can be so specific that certain age groups, genders and even those with special interests will see appropriate ads. This lets the business person reach the precise audience they are targeting.
All the different tools that are used to make a digital marketing campaign work are futile attempts if there is no way to track the efforts to find out what is and what is not working. There are presently several different analytics programs which can offer extensive details into how a website is performing. This lets webmasters, business personnel or SEO specialists focus on any of the metrics. This is an essential part of a digital marketing campaign and without it there really is no solid way of gauging the success of the campaign.
These are just a few of the tools that are available to build a successful digital marketing campaign. Each business and website is different and every campaign must also be uniquely designed to reach a specific target audience with the business’ message. Digital marketing can really work and is beneficial for today’s growing businesses.