What is Digital Marketing?

Friday June 21, 2019 11:05am by i-4business

Every business needs a strong base of customers and to be continually speaking with and attracting more customers. That remains constant. How you successfully do this is anything but constant. Consumer demands and trends continue to evolve, however, one thing that steadily grows is prolific use of the internet.

Where are your customers? Online. How do you converse with your customers? Hopefully, also online. Digital marketing is basically any marketing that is done online and as with any successful marketing campaign, its timing and ability to reach your target audience are essential. Leveraging digital channels plugs your business into a wider audience and allows you to converse with your target market.

Digital Marketing

90% of users have not yet made up their mind about a brand before starting their search. Meaning, your digital marketing can not only sway their decision but can also prompt action. For this reason, digital marketing is an ideal solution for (virtually) all businesses and can have the biggest impact on the way you sell to your customers.

  • Digital marketing allows you to reach the right people, in the right place, at the right time.
  • You can see your return on investment from digital marketing (unlike offline marketing) as you can run analytics and finely tune your campaign to your audience.
  • With so many digital channels available, it is important to identify your channels and assets.

Generally, digital channels fall into one of three categories: owned (such as your website or email marketing), earned (such as online coverage your business gets, i.e. reviews) and paid (such as PPC and boosted social media posts).

The Top Digital Channels

SEO is the practice of getting your website ranked higher on the search engine results page and maximising the number of visitors to your site. SEO is an organic process, so notably ‘free’ and there are a variety of tactics to boost SEO. You can choose the paid route, for example, Google Ads (the banners/adverts you see at the top and bottom of a webpage), however organic SEO is almost 6 times better than paid ads.

Content Marketing is (arguably) the basis of all digital marketing as all channels need content/words. Your marketing success hinges on your content. Content marketing acts as a magnet drawing users to your business because you help, understand and educate them on what they need. The right content creation answers the questions your target audience ask. It has the potential to induce inbound leads and create a buzz around your business. eBooks, whitepapers and blog posts are common examples.

B2B Social Media channels such as LinkedIn are a hive of activity and literally flooded with potential business customers. You can engage in conversation, attract followers and share content – all of which have the ability to encourage inbound leads and boost your brand. Top tip: vlogs, podcasts and video content can drive leads and are in high demand for 2019/20.

Email Marketing is perhaps the most popular and also free. It is frequently used to promote content, events, discounts and to direct customers to your website. Email marketing must start with the right data in order to reach your target audience and make sure you build your content around their needs to ensure campaign success. Top tip: make sure your campaigns are GDPR compliant.

Pay Per Click (PPC) pays a publisher every time your ad is clicked. Google Ads allow you to pay for top slots on their search engine. You can publish paid ads on Facebook, or indeed any social platform that best fits your key demographic.

Affiliate Marketing is performance-based marketing where you receive a commission for promoting someone else’s business on your website.

How you market your business can be a little confusing initially, but it is a long-term investment in the ongoing conversation with your target audience. Importantly, digital marketing reflects buying behaviours.

Get Your Campaign off to the Right Start

i-4business guarantee that every message you send using our GDPR compliant information will be welcomed by the recipient. Elsewhere known as ‘responsible marketing’ we simply call it marketing professionally. i-4business support your digital marketing strategy with targeted, precise, intelligent data allowing you to connect with your target audience with ease and confidence.

Give your marketing teams the head start they need and keep your digital marketing relevant and exact with expert data and know-how.

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