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What is Digital Marketing and How to Get it Started?

What is digital marketing?

Digital marketing is like any other type of marketing – it’s a way to connect with influence your potential customers. the real difference is, you connect with an influence those customers online.

What is Digital Marketing?

Basically, digital marketing refers to any online marketing efforts or assets. Email marketing, pay-per-click advertising, social media marketing, and even blogging are all great examples of digital marketing – they help introduce people to your company and convince them to buy.

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Here are some of the most common digital marketing assets and strategies business use to reach people online:

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use online. That being said, many people don’t realize how many digital marketing assets they have at their disposal. here are just a few examples:

  • Your website
  • Branded assets
  • Video content
  • Images
  • Written content
  • Online products or tools
  • Social media pages

As you can probably imagine, this list just scratches the surface. Most digital marketing assets will fall into one of these categories, but clever marketers are constantly coming up with new ways to reach customers online, so the list keeps growing!

Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are some of the strategies most businesses are using:

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising” (which we’ll go over in a second). Facebook Ads are another form of PPC advertising called “paid social media advertising” (again, we’ll get into that shortly).

Paid Search Advertising

PPC stands for ‘Pay-Per-Click’. This is a type of online advertising where brands pay a fee every time their adverts are clicked on. It is the job of the PPC advertiser to create these ads. There are two main types of PPC adverts, the ones that appear in SERPs and ones that appear on web pages.

When it comes to online advertising, PPC offers one of the most competitive tools for building brand awareness, increasing website traffic, and driving purchases, in-store visits, leads, and phone calls.

Search Engine Optimization (SEO)

SEO stands for Search Engine Optimisation. This is the collaborative use of techniques to leverage organic search engine rankings. ‘Organic’, in this sense, refers to the search results that are not sponsored (see PPC for paid search results). For a brand, having its website ranking on the first SERP (search engine results page) vastly improves its online visibility and, therefore, click-through rate. Ranking in the top three organic search results is the ‘holy grail’ of SEO. Techniques used in SEO include link-building, site auditing, improving site speed, keyword targeting, and generally ensuring websites are fully optimized for search engines.

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Paid Social Media Advertising

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, and Tik Tok will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product, or service exists.

Social Media Marketing

Social media marketing is comprised of two crucial elements. Paid social, and organic social.

Using paid social media enables brands to put their social media posts in front of the right audience. Platforms like Facebook and Twitter track a wide range of demographic and interest data of their users. This information can then be used by paid social media specialists to ensure a brand’s post is seen by the people more likely to be interested in it and therefore click, engage or convert (depending on the objective). Paid social media posts are always marked as such. Organic social involves posting about news or products on your social channels for free. It provides a means by which organizations can showcase their content to an engaged community producing a high turnover of easily consumed, quality content. Social media marketing also plays an important role in retaining existing customers. It allows brands to respond to queries and complaints which is a critical part of audience retention.

Content Marketing

Content marketing is the strategic and creative approach to the production and sharing of content with a view to satisfying business objectives. It can take the form of video, image, articles, blogs, and graphics. Content is usually divided into two categories, onsite and offsite. Depending on the brand’s digital marketing objectives, content marketing is used to increase brand affinity by engaging new customers and encouraging existing customers to return.

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Conclusion

Digital marketing is comprised of a number of very different types of online marketing services and often a combination of services is required to suit your business objectives. Asking yourself, ‘what is digital marketing?’ is the first step along the road to creating your digital marketing strategy!

Hopefully, we’ve given you a basic understanding of what digital marketing is but if you want to find out more details, please get in touch with our team at Vindicta Digital.

 

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