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Digital Marketing

Digital marketing is also referred to as online marketing and describes how a company promotes its products, services and brand online..

So, what exactly is digital marketing.

It is performed through a number of ‘marketing channels’ which typically include search engines (such as Google), paid advertising, online content and social media. However, the marketing channels used can depend on the specific objectives of your business.

The busy and unique digital world essentially consists of brands locking horns over multimedia advertising. However, digital marketing has predominantly stayed clear of this to elevate the online presence of brands.

This is beneficial to companies as they gain larger online visibility essentially through increased search engine rankings, paid ads and increased social media presence. This helps the business increase their customers base through a larger target audience landing on their website… simple!

You may hear the term ‘conversion funnel’ when looking into this topic. Broadly this describes the process of digital marketing. 

  • The widest part of the funnel consists of brand awareness, whereby your potential customer starts their journey with your business (typical methods would be search engines or paid ads)
  • The middle part of the funnel explains the potential customer is more likely to return to your website following this initial brand awareness and familiarise himself with your products or services.
  • The narrow part of the funnel uses conversion rate optimisation (CRO), eventually leading the potential customer to purchase a product or service. 

The most thorough of digital marketing strategies will use all marketing channels creating a well-rounded solution, with the sole objective of converting potential customers into paying customers. So, if you have ever pondered over ‘what is digital marketing?’ look no further, here we explain everything.

 

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Here we outline the different types of online marketing channels and their roles:

  • Search Engine Optimisation
  • Pay Per Click
  • Content Marketing
  • Social Media

What is SEO?

Search engine optimisation, more commonly known in the industry as SEO, uses a combination of techniques to increase the search engine rankings of your website. This marketing channel is described as ‘organic’, which simply means that the search engine rankings are not sponsored (see PPC for more). For your business to be listed on the first SERP (search engine results page), this in turn increases it’s visibility online which increases traffic to the website. The end goal of SEO is for your businesses website to rank within the first 3 results for as many key terms as possible

Ranking in the top three organic search results is the ‘holy grail’ of SEO. Techniques used in SEO include link-building, site auditing, improving site speed, keyword targeting, and generally ensuring websites are fully optimised for search engines.

For example, the Search Engine Journal highlights just how much it pays to be at the top of the SERPs for your main key terms. They have stated 65% of clicks from one search are targeting straight at the first 5 SERP listings.

What is PPC?

Pay-Per-Click advertising is only ever abbreviated to PPC in the industry, and describes a branch on online advertising whereby businesses pay a set fee each time their sponsored SERP listing is clicked on. The organiser of a company’s PPC is tasked with creating different ads. These can either be SERP PPC ads or PPC ads that are based on web pages. Promoting your PPC ads through SERPs is the most common form of this type of marketing whereby the PPC marketer has to ‘bid’ for key terms that they want their ad to appear against. This is done for a client through Google Adwords. Together with the knowledge of the marketer and the budget of the business, this guarantees their ad to be high in the SERPs.

Let’s break this down further with an example. If you type ‘chocolate’ as a keyword into the search engine, it’s likely the top ad will be for Dairy Milk or Thorntons, this means the PPC executive behind those companies have ‘won the bid’ for this specific key term. If the marketing team behind Galaxy were then to come along and outbid those previous brands, then a Galaxy advert would appear instead.

For example, Cheeky Monkey Media found the first 3 sponsored adverts on the SERP would have 41% of clicks from potential buyers.

What is content marketing?

This marketing discipline describes a creative yet strategic approach to producing and sharing new engaging content, whilst bearing in mind overarching business objectives. The type of content, namely its location and format can vary. Content can be present as copy, images, articles, video and graphics, such types are typically subdivided into onsite and offsite.

Onsite content would be copy or perhaps a video on your website’s homepage. In contrast to this, offsite content is likely to be something like a byline created for a particular online publication. Business and marketing objective dependent, content marketing is most used to attract potential and existing customers to engage with your brand. This form of marketing supports larger scale channels such as SEO.

For example, Hubspot suggests an average of 3-5 pieces of content will be consumed by a potential customer before they purchase your product or service. This highlights how important this aspect of marketing is, because if the content isn’t accurately targeted and of high quality, this could easily change a buyers opinion of your brand causing them to purchase from a different site.

What is social media marketing?

This branch of digital marketing is made up of 2 aspects: paid social and organic social. 

Firstly, paid social is a platform that enables brands to sponsor their social media posts, allowing targeted audiences to digest them. Social media platforms such as Facebook or Instagram monitor and analyze the types of data each potential customer is consuming. Then this information is fed back to the paid social media executive to accurately target a campaign to a highly engaged and interested audience. If the audience is more engaged they are more likely to click or convert from the post. Such posts are always labeled as sponsored.

Secondly, organic social is where the social media executive posts news or products on your profiles with no paid budget behind the post, so essentially for ‘free’. This gives businesses a platform to showcase their posts and products to a community which is already interested in the brand for minimal costs. This aspect of marketing helps brand awareness and customer loyalty. It allows customers to easily contact a company with any queries or complaints, therefore helping maintain a loyal customer base in the long run.

For example, when a customer has had a positive experience with a brand’s social media channel they are 71% more likely to recommend the company.

What is a digital marketing strategy?

your goal is to become more prominent in the SERPs, sponsor your content through PPC or increase customer loyalty on social media, the end goal of your digital marketing strategy should be the same, to increase brand awareness in turn sending relevant traffic to specific tailored pages. The first step in creating your digital marketing strategy should be to ask yourself ‘what is digital marketing?’

Within this article, we hope to have provided you with enough understanding on digital marketing to ensure you can make informed decisions on your strategy going forward. If, like us, you’re alway hungry for more then get in touch!Now you have a wider understanding of what digital marketing is, it is important not to jump head-first into a full scale strategy, you need to consider your business goals and objectives. What is the number 1 goal of this digital marketing work? For most companies, this would be increased revenue or sales, is this the same for your business? 

To summarise, digital marketing isn’t as straightforward as it may seem to a layperson. It is made up of a variety of online marketing services which fulfill a strategy tailored to your business objectives. Whether 

 

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“Growthlytics strength is in his knowledge and processes of digital tasks – there’s not a question you can ask them that they doesn’t know the answer to. Focused and driven by passion for the industry, they truly are Subject Matter Experts, from whom I’ve learned a lot. First, they gains depth of insight from business owners to determine “What does success look like for you?”, then they create a strategy that best supports the business goals bespoke to that business, to help accelerate growth.
They been in the industry for many years, and covered a wide variety of industries”

Matthew Fowell

MNA Digital (Midland News Association)

 

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