Digital marketing is a broad term for the use of digital technologies and media in efforts to promote a brand. There are two main subsets to digital marketing: internet marketing and broadcast (television, radio, etc.) For this article we will focus on internet marketing.
Of course the main goal of any digital marketing effort, whether it’s internet marketing or broadcast marketing, is to convert consumers into customers, usually through a website. So here’s the big question: How do you drive the traffic needed to achieve a satisfactory ROI (return on investment)? The answer: By creating a solid digital marketing strategy that is tailored to your business. It may seem overwhelming if you’ve never attempted something like this before, but you can be successful at it!
To make it all seem less daunting, here is our list of internet marketing focal points:
Website
Your website is the face of your business on the internet. It’s your silent sales person and is always available to potential customers that are looking for your products and services. Use your website like the selling machine that it can be. Whether you’re pushing a soft or hard sell, be sure that your website is working as hard as it can for you on every page.
Search Engine Optimization (SEO) and Marketing (SEM)
Organic click-throughs are great, but don’t disregard paid search engine advertising as a viable traffic source. A combination of the two should always be part of your overall internet marketing strategy.
Content Marketing
Inform and engage your audience with a consistent and reliable publication schedule. Not only will it aid your SEO efforts and increase leads, it can help to reduce your cost per lead as well.
Social Media Marketing (SMM)
Approximately 50% of all internet users are on Facebook, and that’s just one of the multitude of social sites that you can leverage. Start by identifying and targeting the correct social media channels and audience for your brand. Once identified, use those channels to get your information out to your new audience, allowing them to send more traffic your way.
Email Marketing
One-to-one email marketing has been shown to increase engagement, and should not be overlooked in your strategy. If you’ve collected email addresses over time, and have permission to send, this can be a great way to keep your brand in front of prospects and current customers directly from their inbox.
Mobile Marketing
Over 40% of current web traffic is from mobile/tablet devices, and that number is growing rapidly. Be sure your website is ready for mobile, and try to focus more of your efforts in a mobile friendly way.
Are you using all of these points in your digital marketing strategy already?
Is there something you think is missing from the list?
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