By digital marketing, we mean creating and distributing content across digital media channels such as websites, landing pages, social media, email and mobile apps. It also includes promoting content through various strategies across paid, onboarding and owned digital channels, including SEO, SEM, pay-per-click (PPC) advertising, content syndication, social media, email, text and more.
Importance of digital marketing
Digital marketing strategies help marketers set goals, identify target audiences, and develop a marketing plan that will reach and engage audiences. These strategies provide direction for a specific campaign or program and serve as a framework for measuring results.
With digital technology surrounding us everywhere, digital marketing touches almost every aspect of business, having a huge impact on how companies communicate with customers and create profitable offers.
So, to compete in the rapidly growing global online marketplace, your company can’t do without a well thought out and properly implemented digital marketing strategy.
Digital Marketing Strategies
Cross-channel marketing, multi-channel marketing, omnichannel marketing – these and other similar terms refer to communicating with customers or potential customers across all digital channels and from any device. With a variety of mobile devices, today’s consumers are communicating right on the go through convenient channels (from email to social media) and expect you to always be connected, too.
Email marketing is one of the first and most well-known types of digital marketing that enables communication between companies as well as between companies and customers. Email marketing requires collecting customer data at various stages of the customer journey, researching the interests and preferences of potential customers, and finally getting permission to add them to your email list(s).
Email marketing is part art and part science. Emails and digital content need to be genuinely interesting, and you need to choose the right regularity for newsletters – not too often, but not too infrequently either.
Video is one of the most powerful digital marketing channels. People love to watch entertaining and educational videos and share their favorite videos. According to YouTube, more than two billion viewers use the site every month. Effective videos often lead to purchases in both B2B and B2C segments.
Video marketing helps increase metrics such as brand awareness, digital traffic and conversions. For years now, video in blog content has been one of the top content marketing tools for both B2B and B2C.
When people share videos they like, more people watch them. That’s why we recommend publishing videos on third-party platforms like YouTube and promoting videos on your website and social media channels, as well as encouraging people to share your videos.
Videos should be concise and informative. People get distracted quickly, so try to present relevant content in an engaging way.
Social media marketing
Social media is a great way to reach a specific target audience and connect with customers, including potential customers, and partners. The social media platform should be chosen based on who you want to reach. Facebook is still the largest social media platform worldwide. Twitter is popular with B2B buyers. Instagram and TikTok are incredibly popular with millennials and Generation Z, and LinkedIn is just right for connecting with B2B buyers early in the buying cycle.
Each platform may offer different types of content, but visual content plays a key role across all social media platforms. So when creating content, always consider how you will distribute it through social media and then adjust accordingly.
Content marketing allows you to personalize your communication with potential customers and buyers. The better content is optimized for the recipient, the more likely it is to attract, intrigue and hold a person’s attention. That being said, content must meet the intentions and interests of the target audience and provide some value that drives engagement and increases conversions.
Different types of content include: email text, landing pages, infographics, ebooks, product benefit documents, banner ads, videos, text messages, commercials, newsletters, press releases, articles, blogs, and digital postcards. Content can (and should) be run on a variety of channels, but all materials should be consistent in style and carry a clear message.
SEO and PPC (or SEM)
Website development and marketing
A website is often the first point of contact potential customers have with your company and brand. With a great web design, users immediately notice the right digital objects. Web design can also make a site more visible to search engines, create a user-friendly interface and increase conversion rates (more clicks, registrations, etc.).
Marketers can place relevant advertisements on third-party sites to attract more leads. Such ads include banners, sidebars, video ads, and interactive ads that redirect users to a website or landing page.
Many bloggers and opinion leaders on social media often promote various products and services on their blogs and accounts, so can be an effective marketing strategy tool. This type of marketing is performance-based. Advertising partners receive a commission for promoting certain products. The more visitors and customers such an affiliate brings in, the more they will earn.
In recent years, the usual advertising tools have changed noticeably. Modern technologies allow you to make targeted advertising purchases on new television platforms such as Netflix, Hulu, YouTube and others. But don’t discount broadcast television and radio, because despite the growing number of new forms of entertainment, people still watch over-the-air television and listen to the radio.