Can you even remember what it was like not to have access to the internet everywhere you went? It is hard to imagine there is anyone out there that is not using the internet. The number of internet users rises on a daily basis which has led to a change in the way consumer shop which means that the way businesses conduct business must also change. Offline marketing is not nearly as effective as it once was. Because we use marketing to connect with people when they are ready to buy, where they are ready to buy it is important that companies expand their reach into the digital world.
There is not really any way to compare print marketing with digital marketing. They are two very different beasts however; in theory they have the same objective – to promote your products or services. They just have very different methods of achieving this end result.
Digital marketing is all encompassing. It includes all marketing efforts on electronic devices and the internet. It allows businesses to use digital channels like Google & Bing (search engines), Facebook & Twitter (social media), Email, YouTube, PPC, and other websites to connect with users.
In order for digital marketing to be effective, a campaign must support the goals of the customer. Connecting with users where they are and when they are ready to purchase online requires a spectrum of tactics and it is up to business owners to decide how each method can be used to market their company.
Examples of Digital Marketing
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click
- Email Marketing
- Affiliate Marketing
- Marketing Automation
- Online Public Relations
Search Engine Optimization (SEO)
SEO is the process that is followed when optimizing your website in order to land on the top of the first page of a search engine. The first organic positions have proven to receive more traffic than websites that are placed on the second+ SERP.
SEO can be done on a website pages, off of websites, and on the backend of websites.
On page SEO involves content creation, the text which users will reach when opening a page of your website. Keyword research is performed to ensure your content is made up of search terms users are entering to find you. Higher placement on search engines occurs when your website provides the solution to the users need.
Off page SEO involves the creation of inbound links. This is what gives your website authority. The number of links back to your site from outside sources shows search engines that you have clout, which increases rankings for the search terms you care about.
The last aspect is technical SEO. Every website has a backend. There are a number of platforms developers can use to create your website. Here at CPS we use custom coded backends which means that our developers hand code each aspect of your website unlike template platforms like WordPress that use plugins. This allows us to better focus on the technical aspects of SEO including: image sizing, structured data markup, CSS file optimization (all 3 increase the speed at which your website loads) and Meta tags (which helps with optimization).
All three – On Page, Off Page and Technical search engine optimization are used in Google’s algorithm for placement in their SERP.
Through the creation of and dispersing of different types of content assets business are able to increase brand awareness, boost traffic, and generate new leads, all of which should lead to more customers. There are several channels to create content marketing including:
- Blog Creation and Regular Posting
- Ebooks, Whitepapers, and Case Studies
Social Media Marketing
Through the use of regular updates using social media companies can increase brand awareness, boost traffic, and generate new leads, all of which should lead to more customers. There are a number of different social media outlets that companies can use that all attract users in a slightly different way. I am sure all of you by now have heard of Facebook however there are a number of other SM products including: Twitter, Linkedin, Instagram, and Pinterest.
Paid Search & Display Advertising (Pay Per Click, PPC)
PPC is a popular method of advertising your website that involves publishing ads targeted to researched keywords. When the ad is clicked, and a user enters your website you are then charged a nominal fee. Pay per click through Google Ads is the most common PPC. Advertising ads are placed within Google search and display networks which includes Google SERP and YouTube. Placement is determined by your budget, keywords QS, targeted ads, and competition. Other Pay Per Click channels include Facebook, Twitter, & Linkedin.
Performance-based advertising includes when you receive commission for promoting someone else’s product or service on your website. This includes video ad hosting using YouTube Partner Program and posts of affiliate links on your SM accounts.
This type of marketing uses software to provide basic operations without users entering information uniquely. Software enters repetitive information for users so that they do not have to do it manually in several different locations. These scheduled automatic postings can be done in several previously mentioned areas of marketing including:
- Social Media Posts
- Lead-Nurturing Exchanges
- Tracking and Reporting.
Email is a common method that all companies use in communication with prospective, new, and current clients. Emails can be sent often or infrequently. Emails keep your company in constant contact with people that have previously expressed interest in your business. If you are looking for an inexpensive way to promote an event or upcoming sale an email marketing campaign is a terrific marketing tool to use. There are many types of emails that can be sent including:
- Updated Blog Posts
- A Follow Up to Website Visitors
- Loyalty Program Member Emails
- Customer Nurturing Emails Such as Recipes or Tips
Online Public Relations (PR)
Public relations online is similar to that of PR in the “real” world. It gives business the opportunity to earn coverage through different digital mediums. Traditional PR might include volunteering at a local food bank that a news outlet is covering. You are giving to the community and in return your good will is publicized. Online PR is similar, the channels commonly used include:
- Social Media – Talking to journalists on different social media platforms allows you to form relationships and grows your media opportunities
- Online Reviews – Engaging with customers that leave both positive and negative reviews allows you to add a human element to your brand and protect your company’s reputation.
- Replies to Comments – Just as you respond to online reviews, responding to comments left on Blog posts, social media content, and other types of website materials gives you an outlet to engage with and produce conversation that centers around your company website.
Long gone are the days of approaching marketing as a one size fits all process. In the digital age that currently exists it is important to meet users where they are and show them how your products and services meet their needs. Everyone has a different approach when using the internet which is why digital marketing is key to ensuring that you are reaching customers where they are and when they are ready to act. By creating a digital marketing strategy that encompasses a variety of means you are sure to reach a wide variety of users with your digital message.
Creative Programs and Systems is an all-inclusive tech company that specializes in Custom Development, Managed IT Services, and Digital Marketing. All work is done in-house, we never outsource services from custom server builds and workstations, custom software programming and phone app development, to search engine optimization and paid advertising, our professionals provide results. For more information on CPS check out our website at https://www.cpsmi.com.