It's no exaggeration that you live in a digital world and from that perspective it's imperative that your business has an impressive presence in the digital space.
In essence, digital marketing is the future of marketing in the world with the added advantages that it's cheaper than traditional marketing, plus it's measurable. So, it is extremely important to invest in digital marketing.
In this article, we are going to list the different ways you can use the digital medium to popularize, but also to drive conversions for your startup or business and in order to make investments in this area. Good reading!
Search Engine Optimization (SEO)
In layman's terms, Search Engine Optimization or SEO is essentially tweaking your site so that it appears naturally or organically to search results on Google, Yahoo Bing or any other search engine. Google regularly updates its algorithms so that only relevant results surface.
Google constantly tries to prevent the manipulation of algorithms and filters sites that do not deserve to be at the top of SERPs (Search Engine Result Pages).
So there is no doubt that you should invest in SEO work. Your website should address the technicalities related to content matching and querying and indexing.
Remember, it's the most cost-effective marketing strategy that will bring organic traffic to your business.
Search Engine Marketing (SEM)
Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your business primarily through paid efforts. That's why it's also called Paid Search Marketing.
The SEM universe is diverse and complicated. Based on your business structure, you can choose either the PPC (pay-per-click) or CPC (cost-per-click) or CPM (cost-per-thousand impressions) model.
There are different platforms for SEM. By far, Google AdWords (on the Google Network) and Bing Ads (on the Yahoo Bing Network) are the most popular.
SEM also includes Display Advertising, Search Retargeting and Website Remarketing, Mobile Marketing and Paid Social Advertising.
You can choose a single point strategy like PPC, or opt for a full SEM strategy including Display and Retargeting.
But whatever you do, make sure your work is managed by experts. Because wrong planning can make your costs go away.
Research shows that content creation is a definitive marketing method. All recent changes to Google's algorithm point to the fact that content is the most important metric when filtering search results.
You can present content in different formats, including blogs, e-books, case studies, how-to guides, question-and-answer articles, forums, news and updates, images, banners, infographics, podcasts, webinars, videos or content for microblogs and social media sites.
You can be creative and create content on any topic and then deftly link it indirectly to your business.
Also, you need to customize your content for different platforms. For example, mobile content should be crisp and short. Remember, an effective strategy will engage your readers and get them interested in more information from you. Good content is shared and is the best way to brand your business.
Social Media Marketing (SMM) Social
Media Marketing or SMM is an offshoot of your efforts without. It involves driving traffic to your websites or businesses through social sites like Facebook, Instagram, Twitter, Pinterest, Google+, Linkedin, etc.
As mentioned above, good content is shared and enjoyed. Then create and customize content for different social media platforms. Remember to be prolific and original; you need to engage with users on a daily basis, at least four to five times a day. Your SMM efforts can be especially helpful in branding and driving sales.
Digital Display Advertising
This is again a subset of your SEM efforts. You can use a variety of display advertising formats to reach your potential audience – be it text, image, banner, rich media, interactive or video ads.
You can customize your message based on interests, content topics, or the customer's position in the purchase cycle.
However, note that digital display advertising is relatively expensive. You need experts to drive a good ROI for your business.
Retargeting and Remarketing
Essentially, Retargeting or Remarketing is a strategy to reach customers who have already visited your website. It is based on cookie technology. Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business; and therefore the conversion rate is high.
You can participate in Retargeting on your website, social media or mobile. Visualize your strategies based on your customers' buying cycle.
We strongly recommend that you try Mobile Marketing. Remember, the website, apps and content must be customized for mobile devices.
So, as more people use smartphones, tablets and other mobile devices, the potential of the mobile market continues to grow.
Make sure your advertising strategy engages the prospect in conversation.
Use tools like widgets and opt-in features to make your site interactive, solicit feedback, and track user behavior. Engage with customers actively and customize offers based on their preferences and browsing activities.
Viral Marketing is a strategy where unique content spreads exponentially online, as content is appreciated, shared and appreciated immensely. This is a great way to bookmark and drive traffic to your website. Content can take any format. All you need is to be creative.
How to invest in digital marketing: E-mail marketing
When you send a commercial email message to a list of potential customers, the strategy is called Email Marketing.
With effective email marketing software, you can maintain email lists that are segregated based on various factors, including customer likes and dislikes and spending habits. Remember to send personalized emails; this helps build confidence. However, please note that email marketing can also be considered spam and there are laws against it in some countries.
How To Invest In Digital Marketing: Affiliate Marketing
This is a performance-based marketing program where you pay publishers who bring in customers.
Performance can be based on conversions – promotions, leads or just sales. You might like to join the affiliate programs of different publishers.
Essentially, publishers will give you space on their pages to advertise your business and help you drive conversions; and you will pay them based on the compensation model.
You can avail the help of an Affiliate Network, which will give you a large publisher base and other benefits such as tracking and reporting technology.
Affiliate Marketing is especially useful for startups as it will bring more traffic to your business through high traffic websites. In essence, Affiliate Marketing is a win-win situation for both merchants and publishers.
In fact, most online businesses with considerable traffic have their own affiliate programs.
Planning and Purchasing Digital Media
When a media agency researches and makes a comprehensive strategy framework, we call it Digital Media Planning. Whether driving sales or conversions, launching a new brand or promoting an established brand, or changing customer behavior. In essence, Media Purchasing and Planning implies all of the strategies we discussed above.
How to invest in digital marketing: Web Analytics
Perhaps the most important aspect of your Digital Marketing is Web Analytics. Essentially, Web Analytics helps you collect, measure, understand, analyze, plan, as well as report and predict web activities for your business. Web Analytics should not be confused with Web Statistics. Unlike simple reports, Web Analytics offers analytics and different angles to reflect on your business.
It goes without saying that every advertiser should use Web Analytics to understand their business and improve ROI and conversions.
Conclusion on how to invest in digital marketing
It is important that you use different marketing strategies for your business and then find out which one works best. In most cases, it's the combination of many strategies that will serve your goals. Digital Marketing is a dynamic medium, in addition, you must always be adapting to changes. So use a web analytics tool to track performance and plan your next step.
To Colors Agency, we guarantee much more than just an attractive look as well as a modern layout for your website. Our main focus is to offer companies around the world effective solutions to generate visibility on the internet.
Our agency develops SEO strategies and brand positioning for multinational companies, large, medium as well as small, all projects are important to us.