Introduction to digital marketing is one of the most important things to learn for all businesses, regardless of industry. Essentially, it s a generic term used to define any marketing initiatives that occur online or via a digital platform. There are several different ways that companies use to attract consumers to buying their goods and services. Some do so by providing free information or material to read, while others use advertising networks like Google AdWords, Bing, Facebook, etc. Others advertise through conventional methods like television, newspapers and magazines. Still other firms use online media, such as blogs and social networking sites.
All these forms of traditional marketing are being challenged by digital media, due largely in part to the increased influence of the World Wide Web. Today, there are nearly twice as many Internet users than there are those who have access to a personal computer. The sheer size of the Internet makes it possible for anyone to reach a potentially wide audience very quickly. Traditional marketing budgets can be quickly dwarfed by this relatively inexpensive form of advertising.
Traditional content marketing focuses on attracting the attention of site visitors and leads through SEO (search engine optimization) strategies. Search engine optimization is the process of optimizing content for specific keywords so that they are likely to appear when potential customers are searching for those same keywords. It’s a relatively precise science that can be effectively applied to nearly any kind of information, whether it be web pages, blog posts or even press releases. This is because online content is not only inherently searchable but is frequently edited and republished. It therefore becomes imperative that it be effectively presented in order to attract the attention of readers.
In addition to the obvious advantages of such online content, there are also some less obvious benefits of introducing and maintaining an online content marketing program. One is that content marketing provides an early introduction to the potential customers that will be generated through the campaign, as well as providing a way to test the waters with a small experiment before committing to a larger, more expensive promotional campaign. This sort of testing and early implementation helps establish the optimal message and tone for which to build a business.
Content marketing also allows a marketer to establish a baseline from which other campaigns can be measured. For example, an online content campaign might initially drive relatively few results, but if a campaign is launched in tandem with an SEO strategy that yields results, then the conversion rate can increase. While an SEO campaign can easily be added to previous efforts, content marketing allows for a single approach that can yield quantifiable results over time. This kind of campaign also allows for more direct engagement with potential customers. The most common complaint about many businesses is that they don’t hear from their target market because they were too busy to hear about them in the first place. Content marketing helps solve this problem by making it easy for businesses to provide an overview of their offerings and what they have to offer.
The third basic component of any digital marketing strategy is integration. For instance, if someone is interested in learning more about your company’s products and services, they are much more likely to connect with you than if they simply stumble across your page with no idea where to go. The introduction of social media to the marketing mix provides an opportunity to talk about your product or service and gain further understanding through interaction with users on popular social media sites like Facebook. If you haven’t yet begun using these sites as part of an overall marketing plan, now is the perfect time.
The fourth and final basic component is a call to action. This often seems like a moot point until a business owner faces a technical difficulty that necessitates a prompt response. Business owners who introduce a marketing strategy through content, search engine optimization, and social media miss this call to action because they have failed to structure their messages so that they always lead the prospect in a forward direction. The classic internet sales message has been around for years, but it still rings true. “Click here to learn more.”
In summation, all of the components of a solid digital marketing plan are necessary for long term success. Without strong branding, a compelling call to action, and a focus on implementing a comprehensive plan, prospects will quickly turn off your online efforts. However, there are still ways to improve your company’s ability to attract and retain customers. Remember that even hard skills can be learned. You can always use the examples of social media marketing firms to fine tune what you are already doing. By combining all of the best parts of your strategy, you can ensure that you are always meeting your business goals.