January 29, 2020 Jesse Stein Jesse has founded, operated and sold multiple Internet-related ventures over the last 20 years. As the founder of Audience.co, he is passionate about combining digital excellence with direct handwritten mail to build lasting customer relationships.

Digital Marketing Strategies

Digital marketing is essential to the success of most businesses today. The benefits are nearly endless. It is vital to use the right marketing channels for your business and target audience. To begin with, a properly developed digital marketing strategy can significantly minimize your marketing expenses. It allows you to reach people all over the world every second of every day at no extra charge. You receive real-time feedback about products and services.

As long as you listen, you can improve upon issues that will result in customer loyalty, repeat business, and a jump in sales. And with the right display ad, you can maximize reach to your desired target demographics for a minimal amount of investment compared to other marketing mediums. These are just a few benefits to performing internal digital marketing or hiring a digital marketing agency. The following will help you learn what is digital marketing:

SEO

SEO

Search engine optimization (SEO) is a search engine marketing tool used to help search engines identify the overall subject matter of the content on a webpage. For the search engine algorithm to correctly identify your information, you must consider a variety of aspects, including words, titles, links, words in links, and your site’s overall reputation in the eyes of the search engine.

Mainly, all of your terms must be relevant to your page title listed in the website code, and all links must be directed to trustworthy and related sources. The same is true of links leading back to your webpages. The source of origin must be seen as a credible source by the search engine to improve your reputation and search engine results pages (SERPs).

Selecting the right SEO keywords and phrases is essential to attracting the right traffic, and developing new content with trustworthy links is critical to improving your search engine reputation and SERPs.

While SEO is key to your page ranking, it is also key to reaching the right people who might buy your products and services. You want to use keywords with as little competition as possible yet with as many monthly searches as possible. This is a tricky balance to accomplish. It is similar to using hashtags. If millions of people are using the same keywords, it is nearly impossible to reach any potential customers. If a few thousand potential customers are searching for a less common keyword that is still relevant to your business, your reach will increase exponentially, resulting in actual conversions.

When SEO is carried out correctly, your pages will move up in the search engine page rankings. This means that when a potential customer searches for your type of business, your pages will appear before your competitors. This is critical to customer acquisition and relevant reaches. And remember that the quality of traffic to your site is far more important than the overall
quantity.

If you are receiving thousands of visitors from Asia each week, yet you only offer products or services to people located in Arizona, your traffic is not bringing you any new business. SEO helps to focus your scope, market, and audience. It should be a part of your search engine marketing (SEM) plan.

Social Media

Social Media

Social media marketing is a type of digital marketing that focuses exclusively on social media platforms. Consider the amount of time everyone you know spends on social media. Statista declared in 2017 that the average person spends roughly 2.5 hours on social media each day. That is the equivalent to 70 hours a month and 840 hours a year. This should help you understand the importance of your business, taking advantage of social media.

While it is imperative to have a presence on social media, you must also be using the right platforms and providing value to your audience. Some companies choose to set aside a digital marketing salary in the budget to create digital marketing jobs inhouse. Others elect to use a specialized digital marketing company.

It is vital that you select the right social media platforms. Each social media platform is utilized with higher frequency by different demographics. The breakdown of demographics is often by age, gender, industry, region, and interests. Facebook is used by roughly 80% of people between the ages of 18 and 49. Instagram has a much younger demographic of users.

Most are between the ages of 13 and 29, and most Instagram users live in urban or suburban areas. Twitter, Snapchat, LinkedIn, Pinterest, etc., all have their dominant demographic users, as well. You have to determine which social media platform is right for your business and your target demographics. Influencer marketing can also be useful in social media.

Once you narrow down the social media platforms, you will incorporate into your marketing strategy; you have to consider your message and brand. Your social media rand needs to be continuous and uniform throughout all platforms. And your messages must provide value to your audience, or they will not engage.

It is also essential to post around the same time on the same days whenever possible, so people know when to look for your new content. Social media content should provide some sense of purpose, such as entertainment, education, information, or emotion. You have to determine the right message for your business to increase engagement. All of these actions will help to increase your website traffic and your B2B marketing and B2C marketing efforts.

Content

Content

If you are looking for an impactful way to grow your digital marketing deas, content marketing is one of the most effective and dynamic digital marketing methodologies today. You will want to establish a content marketing strategy before you do anything else. It is essential to decide the type of content you will circulate, on which platforms you will utilize if you will promote the content, your content budget, and your target demographics. You will also have to create a list of SEO keywords, reputable links, and the type of analytics you will incorporate to monitor your successes and areas for improvement.

Content is essential to spreading your message and to building brand awareness. Once you have your content strategy in place, you have to consider whether or not you will spend money promoting your content efforts. You can choose from a variety of promotion methodologies, such as Google or Facebook Ads or Instagram story promotions. These content promotions help to reach more of your targeted audience. If you do not have a large, relevant social media following, this can be a highly effective way to improve your reach and conversions.

Do not forget to analyze your content after it has been posted. Most social media platforms offer platform-specific analytics to help you determine which content and posts were a grand success, and those that did not engage the audience. These insights help you to improve your content and message moving forward.

Be sure to connect analytics to your website so that you can analyze traffic and actions taken by your visitors to improve upon your marketing, sales, and website design. And carefully selected influencer marketing within content can have dynamic results and help build brand awareness for your desired target audience.

Paid Media

Paid Media

Paid media in digital marketing is just another way you can generate greater reach to potential customers. It comes in a variety of forms, including pay-per-click (PPC), branded content, and display ads. Display ads are a common way to incorporate paid media into your marketing strategy.

These come in various forms, including pay per click ads, banner ads, interstitial ads, rich media, and video ads. They are a way to gather traffic from search results, webpages, and social media. You can choose a type of paid method on your own or refer to a digital marketing agency or a different kind of digital marketing company that specializes in such practices.

Google Adwords is a type of pay per click paid media marketing model. With PPC paid media, you only pay when someone actually clicks on your Google ads. Creating intriguing and engaging content for such ads is essential to get the most out of your investment. Branded content includes videos, podcasts, live media, and articles as a way to engage your audience more effectively.

Many businesses skip paid media in exchange for organic growth. However, when you use paid media properly, such as Google ads, you can reach countless potential customers, you would typically have never reached organically. You can do this with Google Adwords, and several social media platforms and additional search engines also allow ads and search engine marketing (SEM).

Google Analytics

Google Analytics

Analytics gathers data based on the actions taken on your web pages and social media channels. This type of data analysis will tell a wide array of information. You might learn the general age of the most frequent visitors to your website. Analytics will tell you your conversion rate, on which pages visitors leave your website, from which cities and countries most people visit your site, and much more. This information is invaluable, and Google Analytics offers you these services for free.

The benefits of analytics are nearly endless for all businesses. Analytics are essential to sales and marketing. They provide you with an overall picture of the individuals who are actually buying your product or service. Analytics will also show you whether or not you are capturing the attention of your target market.

If not, you can adjust your marketing and sales strategies. You can also learn which products and services are most popular with visitors to your website. And you can determine which days, weeks, and months have the most significant sales and use this information to your advantage.

While Google Analytics provides nearly endless benefits, some downfalls do exist. It is time- consuming to take the time to track all of your analytics. You will also require someone on the team who understands the ways to interpret and incorporate the data for it to be beneficial. And a growing concern for data privacy is growing with consumers. In the near future, you may alienate some customers by gathering data. You will have to weigh the costs and benefits of doing so at some point.

Email Marketing

Email Marketing

While many people have drifted away from email as a form of personal communication amongst friends and family thanks to texting, it is still alive and well as an effective form of B2C marketing and B2B marketing. And even today, nearly twice as many people use email over social media. If you want to reach consumers or businesses to maximize your marketing efforts, the right email marketing strategy can significantly improve your click-through-rates and sales conversions.

Many companies use email marketing campaigns to promote special offers, feature new products, and to pass along important company information.

The benefits of email marketing are tremendous if you use the right approach. It is essential that you build a database of emails and make it easy for your website visitors and customers to opt- in to your email offers and updates. You must provide value to your recipients and entice them to want to receive your emails. Many companies only send emails to announce sales, offer discounts, and to share relevant company information, such as new products and services.

It is also important to follow the CAN-SPAM Act, as well. And be sure to protect your email database. If you build an email marketing strategy that builds trust, you will generate long-term business.

Just as it is important to abide by the successful email marketing tips, it is equally as essential to avoid the potential pitfalls. Do not send too many emails. Minimize the number of links you include. Try not to depend on images as many people use ad blockers, and photos delay critical load times. Make sure it works on all device platforms, including PCs and smartphones.

If you really want to maximize the effectiveness of your marketing emails, customize your messages and content for each customer or each similar group of customers. You can start with a personalized subject line.

Conversion Optimization

Conversion Optimization in Digital Marketing Industry

Conversion optimization is essentially the practice of strategically working on converting your existing website traffic into sales. Websites are not merely designed to be appealing to visitors. They should be calculated in their design so that it makes everyday traffic want to make a purchase. And once they decide they want to make that purchase, the checkout process should be fast and easy with minimal clicks to complete.

It is important to understand the difference between the two types of conversions, which are macro conversions and micro conversions. The purpose of macro conversions is to make anyone who visits your website into a paying customer. They include a variety of actions, such as completing a purchase, subscribing to a service, making a phone call, filling out a form, requesting a quote, and signing up for a membership. A micro conversion is often actions that might end in lead generation and a purchasing prospect, such as subscribing to a blog, viewing a specific product page, starting the checkout process, viewing a video promo, and returning to the same page.

The best conversion optimization strategies successfully generate leads. The process of lead generation in conversion optimization often starts when your website visitors click on a call-to- action (CTA). This CTA sends your visitor to a landing page complete with a carefully-designed format page that will gather contact information upon submission. They should then be led to a thank you page.

Lead generation does not just happen. It is essential to add these lead-generating forms to the most visited pages. You should analyze the performance of your lead generators and be strategic with your call-to-action uses. It can also be beneficial to offer something of value for free as a way to gather leads, such as a free ebook. And do not forget to test your conversion paths to maximize the effectiveness of your lead generation and conversions.

Digital Marketing Online vs. Offline

Online Digital Marketing Versus Offline Digital Marketing

Digital marketing is the general term for any type of marketing used to target audiences through electronic devices. While it is true that many kinds of digital marketing include methodologies that require an Internet connection, such as social media and email, offline digital marketing is also a type of digital marketing. And do not forget about real-time digital marketing.

Offline marketing is a type of digital marketing. While it does not require an Internet connection, like online digital marketing platforms, it can still connect to electronic devices. The most common types of offline digital marketing include radio, electronic billboards, digital tablet menus, and television advertising. Online digital marketing, on the other hand, does require an Internet connection, such as content, SEO, social media, pay-per-click, email, and affiliate marketing.

Real-time digital marketing is arguably the most effective type of marketing today. This type of marketing capitalizes on a current event to market a product, service, website, brand, etc. An example includes some fast food companies during the winter in the North. When the weather drops below freezing, some fast-food chains have offered a burger for the price of the weather.Social media has helped to make real-time marketing far more prevalent and far more effective.

Link Development Best Practices

Link Development Best Practices

Link development is critical to your search engine page rankings. This directly impacts the amount of traffic, lead generation, and eventual sales conversions you can accomplish. The practice of link development also establishes trust between your pages and the search engine. This allows your pages to be seen as more reputable over others resulting in more traffic. Due to the increasing complications of marketing practices, the demand for digital marketing jobs, and a higher digital marketing salary continues to soar. They can help with complicated marketing aspects such as link building.

It is important to note that successful link development is more complicated than merely inserting links throughout your website and blog. You must take into consideration the quality of the link, as well as the relevancy of the link to your content. Quality is far more important than quantity to search engine algorithms.

It is important to incorporate solid SEO practices alongside your link development. You should include both internal and external links, also referred to as backlinks.

Make sure you do not add links to the competition, but rather only link to highly reputable sources that add value to your visitors or your own pages. While internal links keep customers on your website, external links from reliable sources give you points with search engine algorithms.

Now that you know what digital marketing is, you can see there is no one-size-fits-all digital marketing strategy. You have to find the best practices that work most effectively for your business and target demographics and select the right marketing channels for optimal success.Be sure to incorporate as many types of methodologies as you are comfortable with, as well as those that fall within your budget. And do not forget to use analytics to determine the approaches that are working and those that have room for improvement.

It is okay to start small and grow your strategy as you become comfortable or can afford to hire marketing professionals either full-time or through freelance. When you utilize digital marketing correctly, you increase your sales and customer loyalty in the long term.