Today we rely on the internet to gain access to information regarding services and products. Many businesses strive to gain an online presence to cater to the needs of their targeted customers. Digital Marketing, is advertisement through online channels such as search engines, social media, mobile apps, emails, etc is a requirement, especially for start-ups. Garnering for online visibility increases the chances of getting new leads, gain brand awareness which will lead to goodwill in the market for business enterprises. If you are a small business, its vital to know the latest tech trends to be successful and have a fruitful journey in the industry. Marketing your products requires innovative measures using the available online tools. It is important to note that they are no short cuts in digital marketing.
In order to market your business and services to the target audience, the first important thing is a business website. And ensuring that potential customer locates your website on the search engine is very vital for the growth of your business. To understand the importance of digital marketing and its implementation, first, let us take a quick look at a few terms that are associated with this dynamic field.
1. Search Engine Optimization (SEO)
For a small business, it is important to possess an SEO-friendly website. But the question is, How do you make your website SEO friendly?. To answer this question one has to have detailed knowledge of SEO and what it means in your business. “SEO means integrating your website in a way that it achieves a favorable rank on relevant search engines such as Google, Bing, and Yahoo,’ says Olivia Taylor a Technogeek. The high the website ranks on these search engines the greater chance of getting customers. It is a solid marketing strategy that will give you and your business good results. Taylor says, “it involves optimizing different parts of your website such as title tags, page content, page speed, alternative text for images, etc. Off-page SEO, on the other hand, refers to enhancing the domain authority of your website by creating a vast array of high quality of back-links,” she says. In a nutshell, SEO essentially is an integral part of Digital Marketing, something business should incorporate. Hiring an SEO expert can be beneficial for your company.
2. Social Media Marketing (SMM)
The rise of social media and the relevance it has on our lives shows the importance of using this new medium as an effective marketing channel. Social Media sites like Facebook, Instagram, and Twitter give business the opportunity to market their products and services to the targeted audience. And that is an essential requisite for startups. Social media are an effective platform for marketing because they can widely reach the targeted audience, customize the reach according to your financial budget and have the ability to track down potential leads. Small business must have a clear strategy regarding the kind of online audience they what to target, attract, and the budget they can spend on this marketing practice. Small business must be aware of the ever-changing algorithms of social media websites and always engage the audience with content they want to promote.
3. Pay Per Click (PPC)
While at the initial stages of your business, it is important that you draw in potential customers as you can to your website. High Traffic to your website leads to enhanced chances of conversions. Taylor defines Pay per Click (PPC) as, “an internet business mechanism that allows you to draw direct traffic on to your website at a price which needs to be paid to the host website,” she says.
Engaging with your target audience is an important aspect of digital marketing and can be achieved through the PPC model of online marketing. The revenue model must be well constructed and adhere to the budget. Once the business starts to gain online visibility, they can effectively engage the audience and start obtaining loyal customers. A successful PPC campaign helps the business gain a substantial customer base, and also increases brand awareness.
4. Email Marketing
Engaging with the target audience benefits business gain more leads and increase website traffic volume. Email marketing is a cost-effective way to communicate with targeted audiences. “An extensive analysis of user behavior, their likes and dislikes are a must before starting an email campaign,” says Taylor. She adds:” Startups can not only consolidate their existing customer base but also build brand loyalty through this marketing module,” says Taylor. Email marketing is a dynamic integral part of digital marketing. Creating attractive promotional emails about products and services and engaging the audience with those is another way business should implement in the quest to gain loyal customers.
5 Content Marketing
Business must have a clear, proper content marketing strategy to become a successful brand on the internet. Before creating content for your website, there are certain fundamentals which you must address. There are certain fundamentals, which must be addressed before creating content for your website. Knowledge about your services and products and how relevant they are to your targeted clients is important. The content on the website should not simply be propaganda information, but it should talk about it is going to benefit your clients. Moreover, content must cater to existing customers.
Digital marketing drives the creation of demand using the power of the Internet and satisfies this demand in new and innovative ways. With the world, become more web-centric, digital marketing is now pivotal to business’s success in today’s technological era. Promoting brands, product, services has now become easy or table stakes.
However to understand digital marketing you must first know what marketing is. A simple definition of marketing is that it is the creation and satisfaction of demand for your product or service. If all goes well, this demand should convert into sales and, ultimately, profits. Marketing has always been about connecting with your audience in the right place and at the right time.
Dr Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit,” he says. He further says, “Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential” (Kotler, 2012).
In order to motivate and persuade people to buy your products or services, or to consider your organization superior / better to your competitors, you need first create meaningful value and benefits for the consumer. The value that any marketer should seek and thrive is to create, foster equal to or even greater than the costs of the product to the consumer. Doing this consistently and often, enough will grow trust in and loyalty towards the brand.
However, enough with marketing this topic seeks to address about digital marketing. Digital marketing is sometimes referred to inbound marketing but digital marketing is an umbrella term for all of your online /internet marketing efforts. Nowadays organizations are taking advantage of digital channels such as Google, Yahoo search engines, email, social media and their websites to connect with their current and prospective customers.
The internet is a very interactive medium, it allows the exchange of information and currency but more than it allows for the exchange of value.
A company on the Internet can increase value in the form of attention, advocacy and time from the consumer. For the user, the value can be added in the form of enlightenment, entertainment, utility; content marketing is one powerful and influential ways to create value.
The reciprocity of the transaction is what is crucial here – in other words, the exchange is a two-way system that provides benefits to both parties at the same time. The internet has changed the world in which we market, sell and advertise. Though it is not a new marketing channel or platform, instead it has created a new paradigm for the way in which consumers have the ability to connect and have a relationship with the brand or product. The complete scale of marketing is practiced on the Internet – services and products are promoted, positioned, purchased serviced and distributed. The web provides consumers with the power of choice and influence.
Brands have new ways of selling products, services and new markets to which they can sell. The roles played by marketing agencies are changing and shifting too. Most traditional agencies are now even using digital marketing, while agencies that started out as digital shops are starting to play in the traditional advertising space.
More than ever, integrated and incorporated strategies that speak to an overall brand identity are important in achieving an organization’s goals.
Consumers are becoming increasingly more fluent in their movement across varies channels and in their use of numerous channels at once. Consumers expect the same brands or companies, which they connect. So anyone still thinking in the old ‘traditional versus digital’ dichotomy is sorely out of date.
However, marketing or advertising on the Internet does not mean totally dismiss the rulebook on marketing and business principles. Instead, the internet provides a new situation in which to build on these. Profit will always be revenue less cost. The Internet does not change that.
Brands build loyalty among customers who love their services or products. Consumers fall in love with services and products when their experience and understanding is tailored to their needs and not the needs of the brand. More than any other type of digital marketing and marketing is measurable. This gives brands the opportunity to build an optimized brand, tailored experiences for consumers.
In our next segment, we will be discussing the facets of digital marketing and these consist of search engine optimization (SEO), pay-per-click advertising (PPC), conversion rate optimization and social media marketing. All these facets are aimed at capturing customer’s attention and turn potential leads into loyal buyers.