Like any other type of marketing, digital marketing is a way to connect with and influence potential customers. The difference is that you do so online through a combination of digital marketing channels that include video content, social media posts, content marketing, web and social media ads, and search engine marketing.
Companies achieve the goals using the above means instead of using traditional marketing strategies such as billboards, television commercials and promotional mail sent to consumer residences.
Common Digital Marketing Assets
A digital marketing asset can be almost anything, which means any marketing tool you use online. That being said, you may not realize how many are available to you. Here are some examples:
Social media sites
As you can probably imagine, this list only scratches the surface. Most digital marketing assets will fall into one of these categories. However, savvy marketers are constantly inventing new ways to reach customers online, and the list keeps growing.
Common digital marketing strategies
Although the list of digital marketing strategies is also constantly evolving, these are some of the most common and effective strategies used by businesses:
PAY PER CLICK ADVERTISING
Pay-per-click (PPC) advertising is a broad term that includes any online marketing where an advertising company pays for each user’s click on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising”. Facebook ads are another form of PPC advertising called “paid social media advertising”.
PAID SEARCH ADVERTISING
Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours. Google, Bing, and Yahoo allow you to run ads on their search results pages (SERPs).
According to Google, 91% of users search from their mobile devices. All of your PPC and paid search advertising campaigns should be optimized for mobile so that your business doesn’t miss out on all those clicks and leads. If you are missing it, you need to overhaul your digital marketing strategy as soon as possible.
PAID ADVERTISING ON SOCIAL MEDIA
Social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat allow users to pay for digital media marketing ads on their sites. Paid social media advertising is great for building awareness among audiences who may not know your business, product or service exists.
SEARCH ENGINE OPTIMIZATION
Search Engine Optimization, commonly known as SEO, is a technique used by digital media marketing professionals to get pages and blog posts to rank organically on SERPs. Getting on the front page of Google with SEO requires more skill and know-how than with paid search advertising and can be time-consuming.
SOCIAL MEDIA MARKETING
Like SEO, social media marketing is a free and organic way to use platforms like Facebook or Twitter to market your business through digital means. Unfortunately, marketing your business organically on social media takes more time and effort than paid advertising. Still, it can be very effective when you’re working on a tight budget. Social media marketing is one of the best digital marketing strategies you can use even if you are not paying for it.
CONVERSION RATE OPTIMIZATION
Conversion Rate Optimization (CRO) improves user experience online and maximizes the number of users who take a desired action known as a conversion. It can be as simple as getting them to click on a link and sign up for a newsletter. Businesses often use CRO to generate leads, chats, calls and sales from their existing website traffic and increase those conversions.
Content marketing is another broad concept of digital marketing. Content marketing covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc.) to build brand awareness or increase clicks, leads or sales. Most importantly, when you combine these elements in the right way, you will create a clear online marketing strategy for your business.
Have you ever noticed that there is often a list of suggested articles at the end of the article you are reading? That’s native advertising. Most of them fall under content marketing because they use content to get clicks (“You’ll never believe what happens next!”). It can often be difficult to detect as it is usually mixed in with referrals for free content. Of course, that’s the point.
Email marketing is the oldest form of online marketing and it’s still going strong. Most digital marketers use it to advertise special offers, highlight content, or promote an event. It offers opportunities to reach users who may not be on many of the more popular platforms such as social media.
You use affiliate marketing to pay someone else – a person or business – to promote your products and services on their website.
There are many ways to promote your business online, which is why many companies outsource their online marketing efforts or pay for their own team and automation software to handle their marketing needs. This is one area where spending a little money can definitely improve your return on investment (ROI).
Does digital marketing work?
Digital marketing is an excellent choice for any business that wants to take advantage of available marketing resources and succeed in an increasingly digital world. At Disruptive, we’ve used it to help all kinds of businesses grow—including home service companies like mom-and-pop shops and larger entities like internationally recognized universities. That’s the beauty of online advertising. If you know the demographics you want to target, you can use digital means to reach anyone, anywhere.