Over the past decade, buying behavior has changed dramatically and now more consumers are beginning (and often ending) their buyer’s online journey, virtually showing the effectiveness of how digital marketing works. A revolution in the way customers make purchasing choices and buy goods and services has rendered digital marketing a must for any company that wants to survive in the current marketplace.
It is crucial for business owners to learn how digital marketing functions so they can use the best digital tools and campaign tactics creatively to reach out and engage their customers. That’s why we’ve put together this useful digital marketing guide and all the components that can draw, transform and entertain customers online. in this post, we clear all the elements you must know about how digital marketing works.
How digital marketing works: all methods explained
Understanding how digital marketing works is important for business owners so they can make smarter decisions about their digital marketing campaigns. The trick to learning how all of these functions is to get to know each aspect of digital marketing and to realize how each will help you achieve your marketing goals.
1. Website marketing
The website of your firm is, in many ways, the cornerstone of your digital marketing strategy. This is where many of your target customers get an impression of your brand first, and this is where your leads eventually turn into paying customers. So let’s talk more about how your website has a part to play in how digital marketing works.
Digital marketing is about attracting, engaging and converting your leads. Many of the tactics you use to do this will ultimately lead your target customers back to your website to get more information or make a purchase. Your website is sometimes the only chance your brand has to make a good first impression on your target market with consumers. For this reason, you should pay attention to your site’s layout, as well as the colours and graphics that you use in the design of your site. In fact, according to Adobe, if they find the content or layout unattractive, 38 per cent of people will stop engaging with a website.
Your site’s presentation isn’t the only thing that matters though. Since your website is the center of many of your digital marketing campaigns, it is important that conversions are designed and optimized. This means creating a site that is easy to navigate and read with clear guidance for the next steps that consumers need to take in order to move further down the embers. This also means creating a site which is optimized for mobile devices in order to improve the site of mobile users.
2. Search engine optimization(SEO)
Optimization of the search engine also plays a major role in the direction digital marketing operates. If you want to reach out and attract customers in the digital age, the search engines will have to continue. A recent Forrester Research study found that 71% of consumers are beginning the journey of their buyer on search engines like Google. If you are not taking the right steps to improve the SEO of your site then you may be missing out on a powerful opportunity to achieve significant leads.
Optimization of search engines is the process of optimizing the content of your site so it appeals to the search engines. The end goal is to rank higher on the Results page of the Search Engine (SERP) to increase visibility in your target market. The higher you rank on the SERP, the more you can drive back to your website.
Optimizing the search engine not only brings more traffic to your website, but it also helps make sure that the leads you bring in are of a higher quality. Digital marketing’s goal is to attract the right people for your products or services, and SEO plays an important role in doing just that.
3. Content marketing
Content marketing is another important strategy that plays an important role in how digital marketing works. Mainly as the company develops and encourages such digital properties that seek to draw and retain your target customers, content marketing is important. These content assets can be created for a variety of purposes including brand awareness, growing traffic on sites. No matter what tactics you use as part of your digital marketing strategy, in order to support these tactics you will need to create content. This can be something as short and simple as emailing thanks to someone who subscribed to your mailing list. Or it can be a longer, more informative piece like an e-book that explains and tells about one of the biggest challenges that your clients face.
Here are some content marketing categories that you might generate to support your digital marketing campaigns objectives:
- Web pages
- White papers
- Case studies
4. Social media marketing
Many marketers currently use social media marketing to promote their digital marketing strategies and propel their website to more traffic. Marketing on social media means sharing your advertising and reaching the target consumers on social media channels such as Twitter, Snapchat, LinkedIn and Interest. Through digital marketing, this strategy is used to help companies raise brand awareness, create more leads and boost customer engagement.
One of the biggest attractions of social media marketing is that it allows businesses to reach a wider audience online.
5. Pay per click advertising
Although the goal of your digital marketing campaign may be to pull in as much organic traffic as possible, the importance of pay-per-click (PPC) advertising should not be overlooked in your company. PPC advertisements are a type of advertising that involves paying the advertiser each time a new lead clicks on your ad. Google Ads is among the most common and powerful PPC ad forms. Google Ads helps your business show up on the search engine results first page
You might wonder, why should I pay for ads when I’m already working on improving the SEO of my site? Although search engine optimization is essential, its magic can take a long time to begin to work. Not only do PPC ads generate more traffic to your site, but they can help you make sure the leads you are getting are qualified. Those who click on your PPC ads are consumers looking for the topics most relevant to your products or services. That means they are more likely to be interested in your brand and the products or services you offer.
6. Email marketing
Another piece of the puzzle is email marketing which is how digital marketing functions. Companies may connect with their target audience through branded emails. Marketing emails are often used as a means of raising brand awareness, establishing industry leadership, promoting events and getting the word out about special promotions. In the end, the content of your marketing emails depends on your campaign goals.
Here are just a few examples of the types of email marketing content that you could develop to support your digital marketing campaigns:
- Send a welcome email when new users subscribe to your marketing email list to let them know what they can expect from your brand emails.
- Deliver promotional content directly to the consumer inbox about the upcoming sales and discounts.
- Develop a newsletter which periodically goes out to subscribers to deliver the latest business content and company updates.
- Upon uploading information from your web, email leads to thank them for their attention and even suggest additional related content items.
- Suggest additional products or content assets that might interest your leads and customers based on their browsing and purchasing behaviour.
It is important to note that email marketing is mainly used, once they have shown interest, not to generate new leads but rather to nurture leads. You can also use the marketing emails as part of your customer retention campaigns.
Why a combined tactic to marketing is significant?
Knowing how digital marketing works goes beyond just getting to know every technique in digital marketing on its own. Now that you know what each item is, and appreciate the positions each strategy performs in your campaigns, it’s time to discuss how these strategies in digital marketing will fit together to achieve your overall campaign objectives.
Integrated multi-channel marketing is a campaign strategy that incorporates all the techniques to build a seamless experience for your target audience in your digital marketing toolbox. You can create a more unified brand message by coordinating your marketing messages across digital platforms and using a variety of tactics to support each centralized campaign.
To start creating an integrated strategy for digital marketing, you will want to consider how each of your digital channels can work together towards a common goal. For example, if your marketing goal is to increase traffic to your website, you might consider just a few of the ways your website can be supported by different digital marketing tactics:
The content marketing you create on your website, such as your website pages and blog posts, helps to improve search engine optimization and thus helps you drive more organic traffic back to your website.
If you share links to pieces of content on your social media channels, you will work back to your platform to push more traffic.
SHYFT digital marketing expert team knows the ins and outs of how digital marketing works, and where each tactic fits into the development of marketing campaigns. SHYFT create and implement a digital marketing strategy designed to help your business reach more qualified leads over time and boost conversions.
I hope you enjoy reading this blog post.
If you want my team at Shyft Digitally to help you get massive amounts of traffic, just book a call