The internet is one of the most profitable areas of business. Your ability to get a steady stream of visitor traffic can help you both grow and expand your market space.

Having your own business website is a crucial first step. After all it, you need to make sure you build towards conquering your market online.

Digital marketing is your way of connecting with your audience online. With knowledge of doing so at the right time and place, you put your products in a favourable position.

Even then, what is digital marketing? How do you use this for your business and grow your audience with it?

Here’s what you need to know:

two woman digital marketers working in an office on a laptop ready for SEO in 2019

What is Digital Marketing?

Digital marketing is a combination of different strategies that you apply online. These strategies allow you to market products and services to everyone. Your potential audience can be anyone connected to the internet, be it on desktop or mobile.

Like traditional advertising, you leverage various channels to connect them to your business. You use these different channels to build an audience for your offers. These encompass both your current and prospective clients.

When it comes to online marketing, the smartest tactic is to not wait for visitors to come to your site. The best move is to find people where they spend their time. You want to relate them to your brand and make them create an emotional investment to your offer.

Building digital assets can help your business grow. From using your website, social media, and even ads, all these define digital marketing.

Hiring the best digital marketer is crucial. For your business, you want someone with a clear strategy for marketing campaigns. These should support long-term plans to build the goals of the business.

You need to use all channels available – both free and paid.


What Are The Different Online Marketing Strategies?

In digital media marketing, finding the right channel to reach audiences is important. There are many strategies that can help you bridge the gap. These include:

  • Search engine optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Social Media Marketing
  • Content Marketing
  • Email Marketing
  • Social Media Advertising
  • Influencer Marketing

These are not the end-all, be-all in online marketing. Here’s a quick summary of these strategies:


1. Search Engine Optimisation

Search engine optimisation or SEO is the process of getting free, organic traffic. This happens by ranking in search engines.

Showing relevancy helps you create a site suitable for search queries. Search engines will show your results to audiences. Your website should provide what the customers are looking for.

SEO is one of the most effective ways to increase traffic. Search engine visibility allows you to get not only an audience but the right audience. With the proper use of keyword research, you design your website to be suitable for the audience you want.

SEO is also one of the most integral components of digital marketing. Over time, a relevant search that gets consistent traffic can:

  • improve its rank
  • gain authority

This authority is usable as a way to help businesses gain more profits in the long run.

The weakness of SEO, however, is the length of time it needs to work. Depending on the keywords you are trying to rank for, it can take months to get an audience. Once you get going, however, this digital marketing strategy can pay dividends.


2. Search Engine Marketing (SEM)

Search engine marketing or SEM encompassed SEO and pay per click marketing. These days, its definition evolved to stop at paid search. For the unaware, paid search are advertisements on search engines that position you at relevant keywords.

In Google, for example, this type of digital media marketing comes in the form of:

  • Google Ads
  • Youtube ads
  • Yahoo Ads
  • Bing Ads
  • Display Ads

This gives you the opportunity to target specific audience segments. This then gives you the ability to send them straight to your sales platform.

Search engine marketing is effective if you know how to leverage the keywords and budget. You also need to provide proper ads and pages that match the intent of the customer.

SEM is best to use for products and services who have enough budget and don’t want to wait for SEO to convey. It can provide any business with the right marketing flexibility.

The problem with SEM comes from its relative difficulty to use. You need the proper skills to understand the right keywords that you want to rank for. This means inexperienced marketers will extensive learning.

SEM can be expensive to do as well.

social media marketing to reach friends who are using mobile phones

3. Social Media Marketing

Social media marketing relates to how you use social media to help your business grow. Sites like Facebook, Twitter and Instagram are hubs to billions of people.

Bringing your product on social media allows you to get more views. It also helps funnel strong, consistent traffic to your business.

Many businesses tend to leverage social media marketing as a way to build an audience. Going viral in these channels can produce successful marketing campaigns with strong returns on investment.

Social media, however, is a different beast in its entirety. Understanding social dynamics and how the organic search in them runs takes skill. Social media platforms also reduced organic reach for social media advertising.


4. Content Marketing

Content marketing is a type of digital media marketing that uses videos, blogs, and images as a medium. It tries to approach audiences by fielding:

  • Value
  • Relevance
  • Consistency

These make content more palatable and useful to an audience. Its ultimate goal is to drive profitable customer action to products and services through stimulated interest via the content.

Effective content marketing has a large overlap with other strategies. Much of SEO, for example, tends to get a boost from a strong content marketing strategy. Some landing pages also rely on smart content marketing.

As with its name, the business thrives under strong content. This type of marketing also makes the traffic collapse if there’s bad content.


5. Email Marketing

Email marketing is one of the oldest strategies in the book. It helped define digital marketing for most of the early parts of the internet.

Even today, the ability to go straight into people’s inbox is a powerful tool. For a thriving business, a direct connection with audiences is an advantage.

This strategy can come in the form of:

  • Email newsletters
  • Blog subscriptions
  • Customer welcome emails
  • Promotions and discounts
  • Customer nurturing content

What makes this online marketing strategy effective is email targeting. Since email marketing needs people to opt-in, it gives you a good knowledge of the audience to target. This lets you direct people straight to the business and sell your offers better.

Email marketing, however, needs leads. People need to opt-in to the service, which limits the scope of people who can receive your material.

woman using Social Media on her smartphone

6. Social Media Advertising

Social media advertising is one of the most powerful forms of advertising right now. Paid ads on social media like Facebook ads and Twitter ads give you an unprecedented reach. With a billion active users, you can do diverse targeting strategies in campaigns.

What makes social media advertising powerful are the tools. Many of these platforms provide analytics tools that help you laser-target your ads. Control the entire scope of your target audience using filters to make sure the people you want can see the ads.

Much like search engine marketing, you need a good budget. This can help in creating an effective social media advertising. Without a proper budget and strong copy, you’ll likely waste money and effort trying.


7. Influencer Marketing

Influencer marketing is a new style of marketing that emerged the past half a decade. This strategy uses well-known names online, known as influencers. They help endorse your products and services.

It sounds like a very easy strategy, but there is much work in this. For one, you need to find the right influencers. They need to help filter their audience to your products and services.

You don’t look for mere popularity, but rather their connection with your target audience. You do all this without breaking the bank.

Much work in influencer marketing revolves around creating a trust relationship. You build connections with influencers and manage expectations of the brand. You also work with them to build a better reputation.


Digital Media Marketing Considerations

We now understand the different strategies that define digital marketing. We then need to answer a few questions.

Answering these questions will help you understand the role of digital media marketing in your business.

What does a digital marketer do for you? What is digital marketing’s role in your business? What types of digital media marketing content should you use?


What Does a Digital Marketer Do For You?

At the end of the day, the job of a digital marketer is to help bring in profits and increase return on investment. To do so, you need to fulfil different types of key performance indicators (KPI). These help measure performance.

This carries into different roles for your digital marketer.

Many digital marketers have different specialities. SEO specialists, for example, need the business to improve its search engine rankings. Different optimisations should lead to better organic traffic.

Social media managers will help handle posting schedules on social media. What is the right time to post? How often and what topics do people like?

Paid search specialists will work with the company. They will then present opportunities about the right ads to use.

Which ads can bring more traffic and sales to the business? What advertising content converts and gives strong ROI?

Knowing the role you want your digital marketing specialist to do can be helpful in bringing more traffic to the business.

woman small business owner using digital marketing to promote her business

What is the Role of Digital Marketing in Your Business?

Why invest in digital marketing? Online marketing allows you to measure much of your work’s impact in real-time. You want to set a role for it that allows for growth and ROI in your business.

Much of the things that define digital marketing come from its use in website traffic. By using analytics, you can utilise data to see which pages bring in more traffic. Knowing which pages and topics carry more weight allows you to understand what people want.

Digital media marketing also helps you understand how to bring in leads.

Lead generation is a crucial step in any business.

It generates qualified leads that can become conversions. It also helps you understand how your content performs. It gives you an idea what can you do to improve such performance.

In the end, online marketing arms you to trace which channels and touchpoints work. Not all touchpoints will work for your needs, so you need to know where to focus.


What Digital Content Do You Need?

So, what types of digital marketing content should you make for your business? This depends on many factors, including your audience type, business goals and the people you target. Knowing which content people want can help you focus your efforts.

For example, if your intent is to improve brand awareness, blogs and videos are the best media to use. They can improve your SEO and help your brand with new audiences. They are very shareable as well.

You want to use lead magnets and tripwire content like ebooks and reports. These will help spark interest in what you have to offer.

If your aim is to convert your audience, testimonials and some case studies can help sway buyers’ decision.


Boost Your Digital Marketing Now

When it comes to digital marketing, it’s crucial to understand the nuances of different strategies. Each tactic will give you different advantages and disadvantages. Knowing the best one for your business can dictate the strength of your branding and eventual ROI.

Need digital marketing experts that can help your business? You want mavericks who don’t settle for the traditional.

We empower businesses to leverage digital marketing strategies for growth. It doesn’t matter if you’re a small café or a big corporation. We will build your brand into something better.

Talk to us now and lead the pack with our expert insights.