There are more ingredients in today’s marketing mix than ever. And it’s no surprise that digital marketing efforts are an ever-increasing piece of the pie. The breadth and depth of these options are exciting – and daunting. There are benefits – and challenges.
Not only is it difficult to try to do everything, it’s often unnecessary. Understanding the digital marketing options available, how they work, and the benefits and drawbacks they present is a helpful first step toward building an approach to digital marketing that will propel your brand.
The name is self-explanatory, but just to be completely clear – digital marketing refers to marketing efforts that appear “on screen”, that is via a computer, phone, tablet, or other device.
It takes many forms – video, display and paid ads, search engine marketing, email, social media, texts, multimedia, and more – and it’s fair to say most Americans are exposed to numerous digital marketing campaigns each and every day.
Now that 85% of Americans own a smartphone, most people are susceptible to digital marketing everywhere they go. It’s essentially unavoidable. Which means, for marketers, is that it’s more than an option – it’s a necessary component of any smart marketing plan.
The good news is there are numerous advantages to digital marketing methods, particularly as compared to more traditional outlets and tactics. Some reasons digital marketing gives good bang for the buck include:
It’s clear digital marketing is valuable. But how do you know what is right for your brand? It oftentimes takes trial and error, experience and statistics. But there are tried and true ways that tend to provide a consistently good return on investment. And they’re particularly effective when you can develop synergy across a number of outlets.
Here 7 types of digital marketing efforts we commonly recommend…
Optimizing your website to rank higher in search engine results, thereby increasing the amount of organic traffic to the site. SEO increases brand visibility and is highly cost effective.
Paying for advertisements that drive traffic to a specific website every time the paid ad is clicked. Even though end users are often aware these are paid ads, they are still often clicked and can help a brand attain a top rank quickly.
Promoting a brand on social media to drive traffic, raise awareness, or generate leads from creating posts and responding to comments to analyzing performance and paying for promotion. Social media has the ability to be highly targeted to get information to the right people, plus has high conversion rates and the potential to spread rapidly.
Sharing content, events, discounts, and more directly to email inboxes. Email marketing carries the opportunity to personalize campaigns and create a sense of urgency, among other benefits. Plus, email marketing platforms are independent of changing algorithms.
Sharing information that entertaining or educational. As the popularity of TikTok shows, fast-paced videos are quite attractive to today’s audience, plus are often more memorable and emotional than images or text.
Allowing brands to position themselves as trusted resources and subject matter experts by sharing information that is helpful, useful, or desirable. Content marketing is valuable because it’s often free (or very low cost), is endlessly virtual, and it can feed into many other forms of digital marketing.
Managing and maintaining the public’s perception of a brand. ORM encompasses procuring positive reviews, responding to negative ones, and monitoring brand mentions to stay on top. Maintaining a positive online reputation can boost search engine rankings, increase online visibility and mitigate negative publicity.
Brands often feel they need to do “digital” better, but mostly don’t know what they need. It often helps to begin defining digital strategy by starting with an audit, which you can conduct with six steps:
Even after immersing yourself in all aspects of digital marketing and conducting an internal audit, you still may not know quite where to go. Outside help can help to craft a full strategy or strategize tactics to accomplish key goals.
But be aware: if you ask 50 different agencies how much they should spend on digital marketing, you may get 50 different answers. The only answer to accept is a question: What are your campaign goals? Only when we know a client’s goals can we formulate an appropriate plan and budget to generate results.
We’d be surprised if you didn’t! Let’s talk it through. We’d love to look at the pieces of your marketing puzzle and figure out the best way to successfully build your brand.