In the early 20th century, businesses didn’t have to do much to attract and convert customers. They would be seen willingly lining up to buy items from a store. In this modern era, the traditional methods of marketing which involved physical marketing, phone communication and print ads have had to take a back seat.
Now, brands have to be consistent in finding relevant and innovative ways to leverage the market amidst stiff competition. Not only is attracting prospects the bare minimum, but businesses have to use creative ways to nurture relations and convert them to long-term customers. Otherwise, somebody else will and fast.
Technology and in particular, the use of electronic media dominates our personal and professional lives. And with that comes the desire to find as many tools as possible to simplify our lives. Businesses have followed suit and embraced technology. Digital Marketing is vital in business and has become one of the fastest and most effective ways to reach existing and potential audiences.
Digital Marketing is a marketing effort aided by the internet or an electronic form of media to promote products or brands.
Digital Marketing channels are ways of delivering your product or service in front of your current and prospective customers.
Digital Marketing tools gauge marketing campaigns using metrics that show how an audience interacts with your business or brand and how the audience reacts to your marketing.
In this article, we shall outline the different digital tactics and the channels available for small businesses to take advantage of.
1. Social Media Marketing.
Social media has enabled existing customers to communicate with brands as much as possible through person to person and direct engagement.
It builds trust and loyalty, encouraging existing customers to refer the business to other highly targeted potentials.
This practice feels informal and inviting, yet it targets specific audiences to drive traffic, boost brand awareness, and generate more leads.
The channels you can use for social media marketing are;
Twitter – generates brand awareness faster.
Instagram – use influencers to drive traffic to your business and eventually convert to sales.
Facebook – find out what pages or forums your targeted customers frequently go to on Facebook.
LinkedIn – reach out to businesses, professional and targeted customers to generate leads.
Pinterest – visual content works best to promote brands and products.
You can use tools like Buffer to connect these channels. That way, you can schedule content all at once and monitor social media analytics from the same platform.
2. Content Marketing.
Despite the many market changes, the content will always remain a key component in digital marketing strategy.
The creation and distribution of content deliverables to generate traffic, brand awareness, leads and gain potential customers is essential.
But more important is sharing high-quality content using these channels to gain audience trust. Content marketing does that.
These channels include;
Blog posts – they generate inbound organic traffic and illustrate industry expertise. They offer the opportunity to convert website visits to sales.
Ebooks and white papers – they help educate website visitors more in exchange for their contact information. These generate leads for the business.
Infographics – highly visual content that emphasizes on showing, not telling. Website visitors visualize a piece of information you want them to learn.
3. Search Engine Optimization and Link Building.
A process where you optimize your website and social media content with specific phrases of keywords that enable you to rank higher in Search engine results pages (SERPs)
This is the best way to get discovered online and gain organic traffic to your website. Most online experiences start with a local search.
On-page SEO focuses on the content existing on the website page. Research keywords for their search volume and write content around it by responding to pain points from readers. You will rank higher on Google.
Off-page SEO focuses on content out of the page. Getting backlinks from publishers with higher authority affects how you rank for keywords you have an interest in. Network, write guest posts on their sites that link back to your website and your site will move up on the searches.
The channels that benefit include; blogs, responsive websites, and infographics.
4. Email Marketing.
Email marketing sells products and services to audiences. Email is the channel used to communicate with audiences regularly to promote content and products, events or discounts and offer business updates.
They send subscribers to the company’s website to increase traffic. Email marketing still provides the highest ROI.
It’s a complicated yet straightforward method of communication that requires collecting customer’s data (email addresses, phone numbers, and permission to send updates) first before engaging them.
Hence handle this with the utmost care before a customer feels you are invading their personal space. The content has to be super engaging for them to even click on the email and read through.
5. Display Advertising.
Audiences visit platforms that have useful information for them. You can place graphical adverts on these third party sites. Display advertising is highly visual and catches the eye of a reader, so endeavour to create compelling content.
It promotes brand awareness and drives highly targeted traffic to landing pages that can convert.
The channels include; banners, interactive ads, overlays, video ads, etc.
Cost Per Impression (CPM) is more cost-effective than PPC.
6. Affiliate Marketing.
A form of cost-effective advertising where one receives a commission or percentage share in profits or promoting somebody else’s services or products. This is upon sale or lead generation.
Affiliate marketing boosts brand awareness.
The channels include;
Video ads – the YouTube Partner Program
Posting affiliate links on social media accounts.
7. Pay Per Click (PPC)
Paid advertising channels such as PPC is a method where a publisher is paid for driving highly targeted traffic to your website whenever somebody clicks on your paid ad.
Bid and place ad placements. To budget, you choose how much you can invest in daily or weekly or monthly for publishers to run your ads.
If used wisely, that means choosing the right keywords and optimizing the ads to target potential customers. It then delivers within a short time.
Google Ads – users pay Google for top rankings at a rate of ‘per click’ of the links you place.
Facebook Paid Ads – users pay Facebook to publish their content to targeted audience newsfeeds.
Twitter Ads campaigns – users pay for a series of posts in exchange for website traffic or more leads or higher engagement.
Sponsored Messages on LinkedIn – allow users to pay to messages they send directly to other users in similar industries.
8. Sponsored Content.
A brand pays an entity or another company to create and promote highly engaging content that mentions the brand creatively and effectively.
Influencer marketing is well known for this.
Here an influencer creates and publishes blog topics or social media posts related to the brand.
Each digital channel has its advantages and disadvantages. Know the parameters to check for when choosing channels for your business.
Let us know which digital marketing tactics do you use? Do they work?