Digital Marketing Basics

Digital marketing covers all marketing  and promotion efforts that use the internet and electronic device. Businesses leverage digital channels such as social media,   emails, search engine, and other websites to connect with prospective and current customers.


A seasoned inbound marketer might say that digital marketing and inbound marketing are virtually the same thing, but there are some differences.


 Role of Digital Marketing to a Company 


While traditional marketing might exist in phone communication, physical marketing, print ads, digital marketing can occur online and electronically. That means there are a number of endless possibilities for brand including videos, social media, email, or website-based marketing opportunities.


The Digital marketing is vital for your brand awareness and business. As now days every other brand has a website, and if they don’t, they at least have a digital ad strategy or social media presence. Digital marketing and content are so common that the customers now expect and relay on it as a way to learn about the brands.


Digital marketing has so many strategies and options. You can get experiment and get creative with a variety of marketing tactics on a budget. With it you can also use tools like ROI of your campaigns more than you could with the traditional promotional content and analytics dashboard to monitor the success.


Do we need a big budget for digital marketing?


As it really depends upon what kind of element of digital marketing we are looking to add to our strategy.


If we focus on inbound techniques like SEO, content creation for a preexisting website, social media, the good part is that we don’t require high budget at all. In inbound marketing the content should be of high quality that the audience will want to consume, which unless we are planning to outsource the work. The only investment in it is our time.


With the outbound marketing like purchasing email list and online advertising, there would be some expense. The kind of the cost tells what kind of visibility we want to receive as a result of the advertising.


 What does Digital Marketing do?


Digital Marketers manage and drive lead generation and brand awareness through all the digital channels – both paid and free – that are at a company’s disposal. These channels include the company’s own website, social media, search engine ranking, company’s blog, email and display advertising.


The Digital marketer usually take care on KPI (Key performance indicator) for each channel so they can properly measure the company’s performances across each one. A digital marketer is the charge of SEO, for example, measures their website’s traffic which is coming from website visitor who found a page of the business’s website via a Google search. Digital marketing has many marketing roles now days.


What types of digital content should be created?


 The content depends upon the audience’s needs at different stages in the buyer’s journey.


There are three main options using at each stage of the buyer’s journey.


1.     Awareness Stage


·      Blog posts


It is the best to increase the traffic when paired with a strong SEO and key word strategy.


 ·      Info graphics


It very shareable which means that increase your chance of being found via social media when others share your content.


 ·      Short Videos


It is also a great shareable and can help your brand get found by new audiences by hosting the videos on a platform like YouTube.


 2.     Consideration Stage


·      EBooks


It is the best for the lead generation as they are generally more comprehensive than info graphic or blog post.


 ·      Research Report


It is also a high value content piece which is great for lead generation. New data for your industry and research reports can also work for the awareness stage.


3.     Decision Stage


·      Case Studios


·      Testimonials


 Type of Digital Marketing


 ·      (SEO) Search Engine Optimization


·       Social Media Marketing


·      Native Advertising


·      Pay Per Click (PPC)


·      Content Marketing


·      E-mail Marketing


 (SEO) Search Engine Optimization


The Process of optimizing the website to rank high in search engine results is called SEO (Search Engine Optimization), this process increase the amount of traffic coming to the website. The channels that benefits from SEO includes blogs, info graphics and websites.


There are many ways to approach SEO in order to generate the traffic to your website. These includes


·      On page SEO


·      Off page SEO


·      Technical SEO


Native Advertising


Native advertising is the advertisement that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored post are the best example, but most of people also consider social media advertising to be “native”—Instagram advertising, Facebook advertising, for example.


 Social Media Marketing


This promotes your content and brand on social media channels to increase drive traffic, brand awareness and generate leads for your business.


Types of Social media


·     Facebook


·     Twitter


·      LinkdIn


·     Instagram


·      Snapchat


·     Pinterest


If you are are a beginner and new to social platforms, you can use tools like HubSpot to connect channels like Facebook and LinkedIn in one place


 Pay Per Click (PPC)


PPC is the method of giving traffic to your website by paying a publisher every time your ad is clicked. One of the most best type of PPC is Google Ads, which allows you to pay for the high slots on Google’s search engine result pages at a price ‘per click’ of the links you place. There are other channels that can use PPC are


·      Paid Ads on Facebook


·      Twitter ads campaigns


·      Sponsored Messages on LinkedIn


Content Marketing


This term represents the promotion and creation of content