We live in a super-connected world these days and as small business owners we have had to change the way we communicate with potential and existing customers. It is not enough to have a great website, you also need to reach your target audience via the different online mediums such as social media.
So what is digital marketing? Basically it’s the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital Marketing Includes:
Social media marketing
This has risen hugely in popularity and includes many platforms such as Facebook, Twitter, Instagram and LinkedIn. Social media marketing allows two-way communication between a business and a consumer and is based on one of the most effective forms of advertising, word of mouth.
It means that communication can be a lot more targeted and personalised than other types of marketing as companies can receive feedback directly from their consumers. Posting regular content on social media will help you reach your customers. It is important to link these posts back to your website wherever possible to help increase traffic and boost your Search Engine Optimisation (SEO).
Search Engine Optimisation (SEO)
This is optimising the content of a website in order to gain a better position on the Search Engine Results Page (SERPS). A variety of techniques can be used to achieve this including:
- Keyword research
- Link building (getting other relevant websites to link to your website)
- Content delivery (Publishing and sharing new content on your website via a blog for example)
- Site structure
Search Engine Marketing (SEM)
This incorporates some of the methods used for SEO but includes paid online advertising such as pay-per-click (PPC).
PPC advertising models include Google Adwords and Bing, which only require payment when the ad is clicked through to the target website. SEM also requires keyword analysis as the words and phrases used in the ad need to be monitored carefully to reflect the market.
This remains a very effective marketing tool, especially when it is personalised based on previous purchases and interests.
Content marketing is producing and distributing content to attract and engage a target audience. The creation of useful content develops communication with the customer in order to win their loyalty and encourage customer action. Content can be a blog or news post, a product review or test report or a video.
Content creation is very time consuming so it is important to monitor and analyse the results of your efforts.
How digital marketing can help your business
These days, it’s important to have a strong online presence combined with a great brand that is presented uniformly across all mediums. Digital marketing is an essential part to delivering this.Where do your potential customers hang out? Click To Tweet
Let’s see what Social Media Platform discovered:
- 90% are under the age of 35
- 53% of Instagram users follow brands, making it an excellent way for companies to directly reach and interact with consumers.
- 75% of Instagram users take action, such as visiting a website, after seeing an ad.
- most are between the ages of 18-49.
- 32% of Facebook users engage with brands regularly.
- 85% of videos on Facebook are watched without sound.
- most are between the ages of 18-29.
- most users are male.
- 84% use Twitter to find deals or product reviews.
- 2 million videos views per minute.
- reaches more 18-49 year olds than any cable company in the US.
- third most visited site after Google and Facebook.
As you can see, each social media platform has its own demographic of users and being aware of which ones are most likely to nurture a consumer-brand relationship is extremely valuable to businesses. This is something all small businesses can do as part of their own digital marketing strategy.