An Intro to Digital Marketing
- by Career Moves PR, Marketing & Digital
- 8 Nov 2018
Engaging an online audience is at the forefront of most company’s digital marketing efforts as it is the quickest way to reach mass audiences throughout the marketplace. Through understanding each individual field and the opportunities available when deployed correctly, companies can create a successful integration of each that completes their brand messaging and attracts their target audience successfully.
Ensuring that a company’s website achieves conveying their brand messaging above-the-fold (before the user has to scroll) is the most important rule on the website. Company’s need to ensure that immediately they focus on the aspects that their company’s offer the user in order to survive and thrive. If the user falls onto the site and immediately becomes lost in all the additional features, without being sold on the company’s business objectives, then all efforts to drive the individual onto the website immediately become lost and measuring the ROI becomes skewed as there is a fault in completing the conversion and the pertinent point of success.
Search Engine Optimisation (SEO) increases a company’s brand exposure through ensuring that users can find the company as easily as possible. Through using keyword research, on-page and off-page optimisation, and organic link building, companies are seeking to increase their online visibility. Ranking on the top page of a Google search can heavily increase website traffic and through increasing traffic to the website, a company is offered a wider, organic, audience to sell their products or services and deliver a consumer’s search requirements.
PPC (Google Adwords)
Pay-per-click models of marketing is one method to buy visits to a company’s site. Rather than ‘earned’ through a highly performing website that delivers the customer’s needs and plays the search engine game, company’s can pay to have their URL at the top of the search. Directing traffic to websites through pay-per-click models require an in-depth consumer understanding and keyword analysis to know what the target audience are searching in order to discover similar companies and should be used with defined objectives and conversion strategy once a consumer lands on the website.
Collecting contact information like phone numbers and email addresses from potential customers, that includes their explicit permission to send updates and additional marketing information can provide marketers a direct route to access their consumer. Actioning lead generation through email marketing is a simple, and often cost-effective means to continue drive towards brand awareness, conversion, and even press the final decision making process once combined with data tracking on the website. Ensuring that your call-to-action is strong and that your follow-up is consistent, then you can ensure a positive campaign that delivers your brand directly into your consumers email inbox.
Display advertising allows you to place your branded banner in key areas where your consumers can find you. Following advertising best practices, and taking into consideration evolving technology, means that you now need to ensure that your banner is optimised for border requirements, mobiles, and drives a call-to-action to convert the potential consumer. Modern methods are moving towards personalised, dynamic, banners that increase the chances of engaging a customer.
Optimising social media marketing through creating a community of followers is increasingly a popular option for businesses. Once the optimal social media platform is identified, business can contact influencers within their space to help increase their brand awareness among a wider audience who may be interested in their product/services. As this area becomes more competitive and commercially-saturated, it is necessary to clearly define the SMM strategy, including strong data analytics that identify revenue streams, traffic channels, and consumer engagement levels to prove a strong ROI.
Of course, the business industry is in a state of hypergrowth technology that is consistently evolving the digital market. Strengths for each company and the ideal digital marketing steps forward should always consider an integrated approach to increasing brand awareness, and most importantly how those conversions will be achieved on the website. The website remains the digital marketer’s highest performing asset.