Maximize your digital marketing Use Skill Xperts Academy to promote your brand

Digital Marketing Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.

Maximize your digital marketing Use Skill Xperts Academy to promote your brand, reach your target audience, and grow your business.

Maximize your digital marketing Use Skill Xperts Academy to promote your brand

Maximize your digital marketing Use Skill Xperts Academy to promote your brand

Sign up for free Did you know that more than 3 quarters of Americans go online on a daily basis? Not only that, but 43% go on more than once a day and 26% are online “almost constantly.”

These figures are even higher among mobile internet users. 89% of Americans go online at least daily, and 31% are online almost constantly. As a marketer, it’s important to take advantage of the digital world with an online advertising presence, by building a brand, providing a great customer experience that also brings more potential customers and more, with a digital strategy.

A digital marketing strategy allows you to leverage different digital channels–such as social media, pay-per-click, search engine optimization, and email marketing–to connect with existing customers and individuals interested in your products or services. As a result, you can build a brand, provide a great customer experience, bring in potential customers, and more.

What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it’s digital marketing.

Inbound marketing versus digital marketing Digital marketing and inbound marketing are easily confused, and for good reason. Digital marketing uses many of the same tools as inbound marketing—email and online content, to name a few. Both exist to capture the attention of prospects through the buyer’s journey and turn them into customers. But the 2 approaches take different views of the relationship between the tool and the goal.

Digital marketing

Considers how individual tools or digital channels can convert prospects. A brand’s digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform. For example, a company may primarily create content for social media platforms and email marketing campaigns while ignoring other digital marketing avenues.

On the other hand, inbound marketing is a holistic concept. It considers the goal first, then looks at the available tools to determine which will effectively reach target customers, and then at which stage of the sales funnel that should happen. As an example, say you want to boost website traffic to generate more prospects and leads. You can focus on search engine optimization when developing your content marketing strategy, resulting in more optimized content, including blogs, landing pages, and more.

The most important thing to remember about digital marketing and inbound marketing is that as a marketing professional, you don’t have to choose between the 2. In fact, they work best together. Inbound marketing provides structure and purpose for effective digital marketing to digital marketing efforts, making sure that each digital marketing channel works toward a goal.

Why is digital marketing important?

Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone.

From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.

B2B versus B2C digital marketing Digital marketing strategies work for B2B (business to business) as well as B2C (business to consumer) companies, but best practices differ significantly between the 2. Here’s a closer look at how digital marketing is used in B2B and B2C marketing strategies.

B2B

Clients tend to have longer decision-making processes, and thus longer sales funnels. Relationship-building strategies work better for these clients, whereas B2C customers tend to respond better to short-term offers and messages. B2B transactions are usually based on logic and evidence, which is what skilled B2B digital marketers present. B2C content is more likely to be emotionally-based, focusing on making the customer feel good about a purchase. B2B decisions tend to need more than 1 person’s input.

The marketing materials that best drive these decisions tend to be shareable and downloadable. B2C customers, on the other hand, favor one-on-one connections with a brand. Of course, there are exceptions to every rule. A B2C company with a high-ticket product, such as a car or computer, might offer more informative and serious content. As a result, your digital marketing strategy always needs to be geared toward your own customer base, whether you’re B2B or B2C.

Take a look at your current audience to create well-informed and targeted online marketing campaigns. Doing so ensures your marketing efforts are effective and you can capture the attention of potential customers.

Types of digital marketing

There are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of types of digital marketing tactics.

Search engine optimization

Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.”

The “art and science” part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a serch engine results page (SERP).

Today, the most important elements to consider when optimizing a web page for search engines include:

Quality of content Level of user engagement Mobile-friendliness Number and quality of inbound links In addition to the elements above, you need to optimize technical SEO, which is all the back-end components of your site. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site.

The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art.

Ultimately, the goal is to rank on the first page of a search engine’s result page. This ensures that those searching for a specific query related to your brand can easily find your products or services. While there are many search engines, digital marketers often focus on Google since it’s a global leader in the search engine market.

In SEO, there’s no quantifiable rubric or consistent rule for ranking highly on search engines. Google and other search engines change their algorithm almost constantly, so it’s impossible to make exact predictions. What you can do is closely monitor your page’s performance and make adjustments to your strategy accordingly.

Content marketing

As mentioned, the quality of your content is a key component of an optimized page. As a result, SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience.

As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:

Blog posts E-books Newsletters Video or audio transcripts Whitepapers Infographics Content marketing matters, and there are plenty of stats to prove it:

84% of consumers expect companies to produce entertaining and helpful content experiences 62% of companies that have at least 5,000 employees produce content daily 92% of marketers believe that their company values content as an important asset As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. When the content is relevant, it can establish strong relationships throughout the pipeline.

To create effective content that’s highly relevant and engaging, it’s important to identify your audience. Who are you ultimately trying to reach with your content marketing efforts? Once you have a better grasp of your audience, you can determine the type of content you’ll create. You can use many formats of content in your content marketing, including videos, blog posts, printable worksheets, and more.

Regardless of which content you create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. Your content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page.

Social media marketing

Social media marketing means driving traffic and brand awareness by engaging people in discussion online. You can use social media marketing to highlight your brand, products, services, culture, and more. With billions of people spending their time engaging on social media platforms, focusing on social media marketing can be worthwhile.

The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Ultimately, which social media platforms you use for your business depends on your goals and audience. For example, if you want to find new leads for your FinTech startup, targeting your audience on LinkedIn is a good idea since industry professionals are active on the platform. On the other hand, running social media ads on Instagram may be better for your brand if you run a B2C focused on younger consumers.

Because social media marketing involves active audience participation, it has become a popular way of getting attention. It’s the most popular content medium for B2C digital marketers at 96%, and it’s gaining ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year.

Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you’re reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.

Direct purchase may not even be a goal of your social media marketing strategy. Many brands use social media marketing to start dialogues with audiences rather than encourage them to spend money right away. This is especially common in brands that target older audiences or offer products and services not appropriate for impulse buys. It all depends on your company’s social media marketing goals.

To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:

Craft high-quality and engaging content Reply to comments and questions in a professional manner Create a social media posting schedule Post at the right time Hire social media managers to support your marketing efforts Know your audience and which social media channels they’re most active on To learn more about how Skill Xperts Academy can help with your social media strategy, check out the comparison of our free social media management tools versus others.

Pay-per-click marketing

Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online marketing channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.

One of the most common types of PPC is search engine advertising, and because Google is the most popular search engine, many businesses use Google Ads for this purpose. When a spot is available on a search engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:

Ad quality Keyword relevance Landing page quality Bid amount PPC ads are then placed at the top of search engine result pages based on the factors above whenever a person searches for a specific query.

Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to your home office.

Whatever you choose as your target conversions, you can track them via your chosen digital marketing channels to see how your campaign is doing.

Affiliate marketing

Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person’s business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case.

It works using a revenue sharing model. If you’re the affiliate, you get a commission every time someone purchases the item that you promote. If you’re the merchant, you pay the affiliate for every sale they help you make.

Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants.

Whether you want to be an affiliate or find one, the first step is to make a connection with the other party. You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-retailer program.

If you’re a retailer and you choose to work directly with affiliates, there are many things you can do to make your program appealing to potential promoters. You’ll need to provide those affiliates with the tools that they need to succeed. That includes incentives for great results as well as marketing tools and pre-made materials.

Native advertising Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious as advertising.

Native advertising was created in reaction to the cynicism of today’s consumers toward ads. Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is biased and consequently ignore it.

A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the “ad” aspect.

It’s important to always label your native ads clearly. Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might end up spending significant time engaging with the content before they realize that it’s advertising.

When your consumers know exactly what they’re getting, they’ll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive.

Influencer marketing

Like affiliate marketing, influencer marketing relies on working with an influencer–an individual with a large following, such as a celebrity, industry expert, or content creator–in exchange for exposure. In many cases, these influencers will endorse your products or services to their followers on several social media channels.

Influencer marketing works well for B2B and B2C companies who want to reach new audiences. However, it’s important to partner with reputable influencers since they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business.

Marketing automation Marketing automation uses software to power digital marketing campaigns, improving the efficiency and relevance of advertising. As a result, you can focus on creating the strategy behind your digital marketing efforts instead of cumbersome and time-consuming processes.

While marketing automation may seem like a luxury tool your business can do without, it can significantly improve the engagement between you and your audience.

According to statistics:

90% of US consumers find personalization either “very” or “somewhat” appealing 81% of consumers would like the brands they engage with to understand them better 77% of companies believe in the value of real-time personalization, yet 60% struggle with it Marketing automation lets companies keep up with the expectation of personalization. It allows brands to:

Collect and analyze consumer information Design targeted marketing campaigns Send and post digital marketing messages at the right times to the right audiences Many marketing automation tools use prospect engagement (or lack thereof) with a particular message to determine when and how to reach out next. This level of real-time customization means that you can effectively create an individualized marketing strategy for each customer without any additional time investment.

Skill Xperts Academy’s marketing automation tools ensure you can interact with your audience via behavior-based automations, transactional emails, date-based automations, and more.

Email marketing

The concept of email marketing is simple—you send a promotional message and hope that your prospect clicks on it. However, the execution is much more complex. First of all, you have to make sure that your emails are wanted. This means having an opt-in list that does the following:

Individualizes the content, both in the body and in the subject line States clearly what kind of emails the subscriber will get An email signature that offers a clear unsubscribe option Integrates both transactional and promotional emails You want your prospects to see your campaign as a valued service, not just as a promotional tool.

Email marketing is a proven, effective technique all on its own: 89% of surveyed professionals named it as their most effective lead generator.

It can be even better if you incorporate other digital marketing techniques such as marketing automation, which lets you segment and schedule your emails so that they meet your customer’s needs more effectively.

If you’re considering email marketing, here are a few tips that can help you craft great email marketing campaigns:

Segment your audience to send relevant campaigns to the right people Ensure emails look good on mobile devices Create a campaign schedule Run A/B tests Mobile marketing Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media notifications, mobile app alerts, and more.

It’s crucial to ensure that all content is optimized for mobile devices. According to the Pew Research Center, 85% of Americans own a smartphone, so your marketing efforts can go a long way when you create content for computer and mobile screens.

The benefits of digital marketing Digital marketing has become prominent largely because it reaches such a wide audience of people. However, it also offers a number of other advantages that can boost your marketing efforts. These are a few of the benefits of digital marketing.

A broad geographic reach When you post an ad online, people can see it no matter where they are (provided you haven’t limited your ad geographically). This makes it easy to grow your business’s market reach and connect with a larger audience across different digital channels.

Cost efficiency Digital marketing not only reaches a broader audience than traditional marketing but also carries a lower cost. Overhead costs for newspaper ads, television spots, and other traditional marketing opportunities can be high. They also give you less control over whether your target audiences will see those messages in the first place.

With digital marketing, you can create just 1 content piece that draws visitors to your blog as long as it’s active. You can create an email marketing campaign that delivers messages to targeted customer lists on a schedule, and it’s easy to change that schedule or the content if you need to do so.

When you add it all up, digital marketing gives you much more flexibility and customer contact for your ad spend.

Quantifiable results To know whether your marketing strategy works, you have to find out how many customers it attracts and how much revenue it ultimately drives. But how do you do that with a non-digital marketing strategy?

There’s always the traditional option of asking each customer, “How did you find us?”

Unfortunately, that doesn’t work in all industries. Many companies don’t get to have one-on-one conversations with their customers, and surveys don’t always get complete results.

With digital marketing, results monitoring is simple. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases.

Easier personalization Digital marketing allows you to gather customer data in a way that offline marketing can’t. Data collected digitally tends to be much more precise and specific.

Imagine you offer financial services and want to send out special offers to internet users people who have looked at your products. You know you’ll get better results if you target the offer to the person’s interest, so you decide to prepare 2 campaigns. One is for young families who have looked at your life insurance products, and the other is for millennial entrepreneurs who have considered your retirement plans.

How do you gather all of that data without automated tracking? How many phone records would you have to go through? How many customer profiles? And how do you know who has or hasn’t read the brochure you sent out?

With digital marketing, all of this information is already at your fingertips.

More connection with customers Digital marketing lets you communicate with your customers in real-time. More importantly, it lets them communicate with you.

Think about your social media strategy. It’s great when your target audience sees your latest post, but it’s even better when they comment on it or share it. It means more buzz surrounding your product or service, as well as increased visibility every time someone joins the conversation.

Interactivity benefits your customers as well. Their level of engagement increases as they become active participants in your brand’s story. That sense of ownership can create a strong sense of brand loyalty.

Easy and convenient conversions Digital marketing lets your customers take action immediately after viewing your ad or content. With traditional advertisements, the most immediate result you can hope for is a phone call shortly after someone views your ad. But how often does someone have the time to reach out to a company while they’re doing the dishes, driving down the highway, or updating records at work?

With digital marketing, they can click a link or save a blog post and move along the sales funnel right away. They might not make a purchase immediately, but they’ll stay connected with you and give you a chance to interact with them further.

How to create a digital marketing strategy For many small businesses, digital marketing can seem overwhelming. But it doesn’t have to be! Follow these steps to create a digital marketing strategy that gets results.

Determine your goals Start by determining what you want to achieve with your digital marketing efforts. Are you looking to increase brand awareness? Drive traffic to your website? Generate leads? Increase sales? Your goals will help you determine which digital marketing tactics to focus on and how to measure your success.

Know your audience Next, identify your target audience. Who are they? What are their interests, demographics, and online behaviors? Understanding your audience will help you create content and choose digital marketing channels that resonate with them.

Choose your digital marketing channels Based on your goals and audience, choose the digital marketing channels that will be most effective for reaching your target audience. This could include social media, email marketing, search engine optimization, pay-per-click advertising, content marketing, and more.

Create content Once you’ve chosen your digital marketing channels, it’s time to create content. This could include blog posts, social media posts, videos, infographics, and more. Make sure your content is high-quality, relevant to your audience, and optimized for the channel you’re using.

Implement and optimize Once your content is created, it’s time to implement your digital marketing strategy. This could involve scheduling social media posts, sending out email campaigns, optimizing your website for search engines, and more. Monitor your results closely and make adjustments to your strategy as needed to optimize your results.

Measure your results Finally, measure the results of your digital marketing efforts. Track key metrics such as website traffic, social media engagement, email open rates, and conversion rates to see how well your strategy is performing. Use this data to identify what’s working well and what could be improved, and make adjustments accordingly.

Conclusion

Digital marketing offers a wide range of opportunities for businesses to reach and engage with their target audience online. By understanding the different types of digital marketing and how to create an effective digital marketing strategy, businesses can leverage the power of digital channels to achieve their goals and grow their business. Whether you’re a small startup or a large corporation, digital marketing can help you reach your target audience, drive traffic to your website, generate leads, increase sales, and more. So don’t wait – get started with digital marketing today and take your business to the next level!

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