The digital era has not only simplified many of our daily tasks, such as communication, work, or information search but also provided many opportunities for business promotion. Due to the convenience, speed, and, consequently, the popularity of digital channels, their use in business for communication with the target audience has grown into a separate type of marketing - digital marketing.
Probably, you often met this term on the World Wide Web. You may even use some of its tools to grow your own business without even thinking about it. For everyone who is interested in this area, we decided to write an article in which we will help you understand what digital marketing is, what opportunities it provides for an enterprise, what promotion methods it includes, and what are its advantages.
Tasks and goals of digital marketing
- The main task is to attract and retain customers for the business.
- collection of contact details of interested users;
- increasing reach and brand awareness;
- formation of a positive image;
- increasing customer loyalty and recruiting brand advocates;
- collection of data for marketing research;
- informing the target audience;
- promotion of new products and services;
- formation of a base of regular customers.
It performs a full range of marketing tasks but uses the Internet as its primary channel of interaction with the audience.
Digital Marketing Channels
Digital marketing has several channels, which can be categorized into online and offline marketing.
The main difference between the two is that digital marketing channels operate exclusively on the Internet, while offline marketing channels are associated with digital devices that are not connected to the Web.
Website Marketing
The website is the main marketing tool on the Internet. By itself, this is a very powerful channel for engaging an interested audience. With their help, companies convert attracted Internet users into leads and customers.
Your site should represent your brand, product, and service in the best possible way. It should be fast, mobile, and easy to use.
Once you have a website, your next step is to strategize and promote your website and content in order to get more traffic and customers.
SEO
Search engine optimization is website improvements necessary to increase its position in search engines and traffic from there. Contrary to popular belief, this is not only technical work on the site and its adaptation for search bots. First of all, optimizers make the Internet resource more convenient, useful, and attractive for the user.
The main goal of SEO is to attract as many interested visitors from organic search as possible who become the company's customers.
- SEO has three main types of work:
- technical SEO optimization - software improvements;
- internal SEO optimization - semantic core, structure, content, meta tags, etc.
- external optimization - link building.
Pay Per Click (PPC) Advertising
PPC is a model of collaboration with an ad network or resource where you pay for each click instead of paying for impressions or a flat rate per placement. Such advertising makes it possible to display ads in search results, as well as in social networks, on sites, services, and applications that are members of search engine advertising networks.
You can show your ads to people looking for queries related to your products or services. And also show them to Internet users who meet the criteria of your target audience.
PPC campaigns can segment users based on their demographic characteristics (age, gender, etc.) or even their specific interests or location. The main advantage of this format is that you pay for the result - users click on the link in the ad.
Content marketing
Content marketing is about increasing user confidence, building a reputation, and attracting customers through various types of content. The digital world is a huge collection of content formats such as text, images, audio, and video.
The main content marketing tools are:
- blogs;
- eBooks;
- online courses;
- training videos;
- infographics
- podcasts;
- webinars.
The goal of a content campaign is to interest customers with useful or interesting information, to draw their attention to a brand or product. Content is usually posted on a website and then promoted through social media, email marketing, SEO, or even ad campaigns.
Also, work with content includes publications on external resources: media, information sites, and portals, partner blogs, etc. Thus, with its help, marketers increase brand awareness. In addition, such publications allow you to build up the link mass of the resource, which gives a tangible plus for SEO.
Email marketing
Despite the increasing use of social media, email remains one of the most cost-effective online marketing channels.
Digital email marketing is a means of connecting with your potential customers or people interested in your brand.
Many successful internet businesses and marketers use all channels to add leads to their email lists and then use email marketing to create a series of funnels to convert those leads into customers.
Social Media Marketing
Social media marketing - social media marketing. It is focused on interacting with the brand audience through publications on the corporate page and harassed advertising.
The main purpose of a marketing campaign in social. networking is about brand awareness and building public trust, but you can use it to gain customers or even as a direct sales channel.
Take Facebook, for example. The Facebook sales funnel consists of 3 main stages:
The top of the funnel, or the first step, is awareness. At this point, you can use Facebook ads to introduce your brand to Facebook users. Your goal is to attract the attention of as many people as possible and attract new subscribers.
The second step is a consideration. The third step is conversion. This is the final step when you convince people who enter your conversion funnel. Conversion can be anything that matters to your business, such as selling a product or service, calling or registering on your website.
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