Thu Feb 27 2020
Digital marketing is essentially advertising delivered through any digital channel. Digital marketing has a lot of advantages when compared to more traditional ‘above-the-line’ marketing, including its ability to reach niche and/or highly-targeted audiences, the availability of immediate interactions, the ability to track and measure progress almost instantaneously, and it is often a more cost-effective solution too.
There are many, many forms of digital marketing, so here is a quick synopsis of some of the key players you may want to consider.
SEO is about optimising your website to become a more favourable choice for search engines. The aim of SEO is always to increase the ranking of your website for specific keywords that your customers would be searching for. For example, this might mean moving from page 5 on Google to page 1 for a keyword in a certain period of time. SEO work includes technical, on-page and off-page optimisations which, when paired together, can achieve significant and long-lasting success for your business.
Google Ads (formerly Google AdWords) are the results in Google search that primarily appear above and below organic search results for specific queries. Google Ads is a powerful digital marketing tool when optimised correctly as it allows niche targeting by things like location, age, device and time/day. This means you can really effectively allocate marketing spend to a highly targeted customer group, which ultimately will save you money compared to other forms of marketing which are less targeted in nature. The other benefit of using Google Ads is it generally engages prospective customers who are further down the sales funnel. For example, someone searching for “plumber near me” is probably looking for a business that services their area that they will contact that very same day.
Google Display Advertising refers to image-based ads that can appear on the selected Google Display Network (GDN) Partners’ websites when your prospects are online. You have the ability to target prospects through image ads using targeted topics or placements, and can also target prospects who have previously visited your site (through a Remarketing campaign), who previously searched for a product or service similar to yours, and even target prospects that visit a specific site.
Specifically designed for eCommerce stores and online retailers, Google Shopping enables you to push your products in front of consumers by having them appear on Google Search results. These campaigns are based on product feeds which connect all the products listed on your website to Google. Used correctly, Google Shopping can be a phenomenal digital marketing type for eCommerce stores as it basically acts like a second store, listing all your products in front of prospects who are towards the bottom of the sales funnel.
As with Google Ads, social media advertising can be a great way to reach a highly targeted audience. Targeting works a little differently to Google Ads and is best done through building custom audiences using current customer data. Ads can be created to target different stages of the sales funnel, making it an effective way to grow awareness through to boost sales/leads. Facebook also offers to remarket so you can keep the conversation open (and continue selling to) customers who have visited your website or web page before.
If you have an email list of past, current and/or prospective customers, email marketing should be a digital marketing channel to consider. Email marketing can take many forms and can be used in various ways depending on what you want to achieve from it. Some of the main ways to utilise email marketing are:
Now that you have some idea of some types of digital marketing available, you’re probably trying to decipher which might be best for your business. Luckily, we have simplified this decision with our 8 steps on choosing the digital marketing that’s right for you.
Sometimes digital marketing can be quite overwhelming. We understand that, so give us a call and let’s catch up (over a coffee, of course!) and talk through your business. We can help provide some clarity and direction into what digital marketing solutions might be best for you. Contact us today!
We’d love to hear about your digital requirements. Even if you don’t quite know what you need, get in touch as we can help formulate a whole digital strategy to meet your business objectives.