Digital Marketing

Digital marketing is any form of marketing products or services that involves electronic devices.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.

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 (logos, icons, acronyms, etc)
  • Video content (video ads, product demos, etc)
  • Images (infographics, product shots, company photos, etc)
  • Written content (blog posts, eBooks, product descriptions, testimonials, etc)
  • Online products or tools (SaaS, calculators, interactive content, etc)
  • Reviews
  • 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

What is SEO?

SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. SEO focuses on improving the rankings in the organic – aka non paid – search results. If you have a website and you want to get more traffic, it should be part of your marketing efforts.

Google’s algorithm

The rankings of these search results are determined by Google’s algorithm. Although Google’s algorithm remains secret, years of experience in SEO have resulted in a pretty good idea about the important ranking factors. In our view, the factors in Google’s algorithm can be divided into two categories:

On-page SEO factors

The ranking of your website is partly decided by on-page factors. On-page SEO factors are all those things you can influence from within your actual website. These factors include technical aspects (e.g. the quality of your code and site speed) and content-related aspects, like the structure of your website or the quality of the copy on your website. These are all crucial on-page SEO factors.

Off-page SEO factors

In addition to on-page SEO factors, there are off-page SEO factors. These factors include links from other websites, social media attention, and other marketing activities outside your own website. These off-page SEO factors can be rather difficult to influence. The most important of these off-page factors is the number and quality of links pointing towards your site. The more quality, relevant sites that link to your website, the higher your position in Google will be.

What is Content Marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Content marketing is different than traditional product-marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.

Benefits Of Content Marketing

  • Increases visibility of your brand

    Having quality content promoted across the appropriate social media channels gets your brand in front of those who may be looking for a solution to their problem.

  • Develops lasting relationships with your audience

    If you continually provide your audience with actionable content, they will turn to your business when they need more than what they can do themselves.

  • Improves brand awareness and recognition

    Small businesses face the challenge of getting their brand in front of their target audience. Creating content that continually gets found when someone is looking for an answer can influence your brand reputation.

  • Helps you to build authority and credibility

    Service based businesses live or die on their expertise and how well they can communicate that to their audience. Demonstrate your expertise with content that provides insight into what your strengths as a business provides and what you can do for your clients.

  • Positions your business as an expert in your industry

    Once you have demonstrated your expertise, people will naturally turn to your content first for the answers they are looking for.

What is Social Media Marketing?

Social media marketing (SMM) refers to techniques that target social networks and applications to spread brand awareness or promote particular products. Social media marketing campaigns usually center around: Establishing a social media presence on major platforms. Creating shareable content and advertorials.
There are also a range of social media management tools that help businesses to get the most out of the social media platforms listed above. For example, Buffer is a platform of social media management tools, which can help you achieve success with your social media marketing. Whether you want to build a brand or grow your business, we want to help you succeed.

Benefits Of Social Media Marketing

  • Growing your brand awareness:

    Social media marketing will make it easy to spread the word about your products and mission.

  • Increasing your traffic

    Using social media and linking it to your website will increase your traffic tremendously.

  • Promoting your products and services

    This is ultimately why you invest in marketing.When your brand is ready to get started with social media, manage everything on one marketing management platform.

  • Connect With Your Audience Through Social Listening

    Social listening is the act of monitoring social conversations around certain topics. It helps you understand what’s important to your audience and identify trends your target audience is following.You’ll learn about what they’re struggling with, which can help you create content addressing those pain points.

  • Positions your business as an expert in your industry

    Once you have demonstrated your expertise, people will naturally turn to your content first for the answers they are looking for.

What is Pay Per Click (PPC)?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Benefits Of PPC Marketing

  • Instant responses

    PPC advertising will deliver immediate results. In fact, the minute your campaign is approved your ads can be viewed by millions of web users. The capacity to launch a campaign quickly and ensuring it reaches your market instantly makes PPC ideal for product launches, seasonal promotions and event-focused marketing.

  • Take advantage of business opportunities

    you can have your campaign set up in a matter of minutes and their customers may just come running to you. When you’re in a race against time the efficiency and immediacy of PPC can really be on your side.

  • Track the success

    PPC isn’t just a way to drive traffic to your site, but a way to understand exactly what your customers are looking for. It’s also very handy to have a tight budget as pay-per-click can get a little pricey when your post proves popular.

  • Ensures exposure and brand recognition

    PPC allows you to target specific keywords related to your industry which will help to build your brand image and establish yourself as an industry leader. This will also increase your exposure, as PPC ads are usually posted at the top of search engine results pages (depending on how much you pay) which can immediately boost the traffic of your website.

  • Highly targeted website traffic

    Reaching the right audience can always be difficult, yet PPC allows you to target very specific groups. You can also choose when these ads appear which really allows you to segment your market, making sure you’re only reaching the people that will benefit your business. And being picky clearly pays off, PPC visitors are 50% more likely to purchase something than organic visitors.

What is Native Advertising?

Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.

Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don’t really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive – it exposes the reader to advertising content without sticking out like a sore thumb

Benefits Of Native Advertising

  • Puts publishers in control

    When using ads we, as marketers, can never be sure who these are going to be displayed to and when. With native advertising we can purposefully place content into an environment where it will be seen by any audience we choose, sitting amongst similar content, matching intent and topic.

  • Captures our audience’s attention

    Due to its very ‘soft’ approach in comparison to other more obvious advertising methods, native advertising is much more likely to capture our audience’s attention as, when done well, it is purposefully relevant content that fits in with page’s content or our social timelines.

  • Potential reach is greater

    If content is engaging, informative and relevant, as all content should be, readers are more likely to engage, with share and like content; the best native never looks like an advert, and the content it serves is so well targeted that the audience is happy to treat it like standard content.

  • Ad-block Friendly

    Native advertising is unobtrusive, reads like standard content, and doesn’t disrupt a user’s experience, instead offering content of interest to demonstrate a product or service. In a time where users are less forgiving of ads that break up their limited browsing time, Native offers an excellent way to reach, and not irritate, your targets.

  • Increases brand awareness

    Native advertising increases the likelihood of ‘going viral’ and therefore helps improve brand awareness across online channels.

What is Inbound Marketing?

Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it’s one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.

Benefits Of Inbound Marketing

  • Simplifies the Jobs of Sales AND Marketing

    With inbound, your sales and marketing teams join forces to create powerful content for prospects. Sales people are the source for key insights into what the customers need and want at different stages of their buying journey. Armed with that information, marketing can create highly-targeted content that educates the buyer, answers their questions and solves their problems

  • Increases Visibility and Brand Awareness

    By producing content that is aligned with the the buyer’s journey, your target audience will be able to find your information as they conduct their research. If you’re not out there, they won’t find you. It’s that simple.

  • Increases Trust and Credibility

    inbound marketing is on the buyer’s terms. If you can swallow your pride, dial back your enthusiasm and target prospects in a less direct, yet more effective way, you’ll gain their trust and pop in their minds when they’re ready to make a purchase.

  • Generates Quality Traffic & Leads

    The more frequently you produce content, the more often those prospects are likely to visit your site – and when they do, you’ll be ready for them with calls to actions, top-notch landing pages and content offers that will help them make their decision – thus, leading them down the path towards conversion.

  • Increases brand awareness

    Native advertising increases the likelihood of ‘going viral’ and therefore helps improve brand awareness across online channels.

What is Facebook Advertisement/Page Likes/Promotion?

Advertising on Facebook is, in a nutshell, paying to place promotions and product offers in the news feed of a specific, targeted audience on Facebook.
Despite talk that Facebook’s reach is waning, it’s pretty clear people love the site more than ever—70% of Facebook users in the U.S. log into Facebook on a daily basis, compared with 59% on Instagram, 38% on Twitter, 27% on Pinterest, and 22% on LinkedIn, according to stats from Pew Research Center.

All these users spell out huge potential for marketers, and Facebook has emerged as one of the best advertising platforms for both B2B and B2C businesses. In the past few years, as organic reach on Facebook has declined, savvy marketers have been advertising on Facebook to get results.

There’s a lot that has to come together to make a Facebook ad successful—you need the right targeting, a great image or video, and compelling copy.

Benefits Of Facebook Advertisement

  • Fine-Tuned Targeting

    Facebook’s Ads Manager makes it easy to handle your social media advertising campaigns, with user-friendly features to help you set up your ad campaign. With a few clicks, you can run ads across Facebook, Instagram, Audience Network, and Messenger on mobile and desktop.

  • Large Mobile Audience

    Mobile traffic is important as smartphone penetration continues to increase and 4G data networks expand. Plenty of people break up their work day by glancing at their phones for some social media time, giving you access to your mobile audience.

  • Extensive Analytics

    When managing a Facebook page, you can access this data through the “insights” tab. There, you’re provided with metrics such as your weekly reach, page likes, post engagement, and your best performing posts. You can also measure your page against your competition to see how you match up.This data visibility helps you adjust campaigns as needed, instead of finding out it wasn’t effective after the fact.

  • Improved Brand Awareness

    Facebook users check their newsfeed multiple times per day, giving your preferred audience repeated exposure to your ads.Even if they aren’t clicking through at the beginning, your ad’s continued visibility helps you build trust, and also creates opportunities for retargeting in the future.

  • Upward Trending Click-Through Rates

    Facebook ad CTR is increasing steadily as Facebook improves its advertising tools and businesses learn how to use them appropriately. With constant improvements on the targeting and creative end, you can dial in to the exact audience you are looking to reach. This also gives you the creative freedom of multiple ad types to choose from and present to the customer.

What is Affiliate Marketing?

Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products. You find a product you like, promote it to others and earn a piece of the profit for each sale that you make.

4 different parties that are involved: the merchant, the network, the publisher, and the customer.

The Merchant: that creates the product. It can be a big company, like Dyson, who produces vacuum cleaners.

An affiliate promotes one or multiple affiliate products and tries to attract and convince potential customers of the value of the merchant’s product

The Consumer Who purchase a product.

A network works as an intermediary between the affiliate and the merchant.

Benefits Of Affiliate Marketing

  • Affiliate marketing is performance-based

    The main advantage of having an affiliate program is that it is entirely performance-based. Because affiliates are only paid a commission once the desired action has taken place, they’re more motivated to drive the conversion you’re looking for. This mitigates any efforts that drive traffic with little to no value to your company while also ensuring that you get what you pay for.

  • It helps broaden your audience

    Many affiliates will already have an established visitor base. These partnerships grant the opportunity to expand out into new markets that you might not otherwise have had the bandwidth to explore or to further saturate your existing target markets, giving your brand a much stronger online presence.

  • Affiliates can boost your reputation

    By partnering with trusted bloggers and reputable websites, you can further the reputation of your brand and its products. These partners will champion your products and, in our opinion, will further solidify consumer confidence in your product or service.

  • Cost effective

    Affiliate marketing can be extremely cost effective. If you’re only paying commissions when the desired conversion occurs, you’re not throwing away ad dollars on placements that have no proven value.

  • Rapidly scale your traffic

    In conjunction with your other marketing efforts, recruiting affiliates to your program will allow you to scale traffic faster. The more sites that link to your pages, the more opportunities you’ll have to convert those users into paid customers.