What is digital marketing?

Digital marketing involves marketing to people using Internet-connected electronic devices, namely computers, smartphones, and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites, and apps to connect with prospects and customers.

What does a digital marketer do?

Digital marketing has evolved to the point where an immense array of specialists consult with brands to develop effective strategies or implement programs. If you’re new to digital marketing, or lack experience or resources, you should consider engaging an experienced and versatile digital marketing consultant.

Would my business benefit from digital marketing?

Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.

How often should I update my website?

Websites that go for long periods with no updates and new content are unlikely to perform well or support any useful digital marketing objectives. Though a static website technically qualifies as a website it’s bound to be more than a digital brochure that produces little or no leads.

What is content marketing?

Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads, and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.

Do I need a blog?

Email, social media, search, and other elements of your digital marketing mix will depend on delivering useful content. Though video outlets, podcasts, and media galleries present other options, a blog is by far the most used tactic for distributing marketing content on a channel over which you have complete control.

What content should we create?

There can be no all-encompassing answer to this question except to say you should create content buyers will find relevant and useful. Leading candidates include blog posts, articles, ebooks, infographics, microsites, videos, courses, case studies, newsletters, visuals, and various forms of interactive content.

What is SEO?

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.

Why is SEO important?

The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.

What is local SEO?

Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them. 

What are keywords?

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.

What is PPC?

PPC stands for pay-per-click. Essentially, it’s a way of buying web traffic. Advertisers pay a fee each time one of their ads is clicked. Search engine advertising is the most popular form of PPC, however numerous channels including Facebook now offer PPC ad models.

What is native advertising?

Native advertising is a form of paid media where the ads fit the form of the platform where they’re placed. While PPC and social media ads technically qualify as native advertising, most native advertising is articles published or promoted on editorial sites. Native advertising has grown steadily because (1) it’s not ignored like display ads are and (2) it’s not filtered by ad blockers.

What is data-driven marketing?

Data-driven marketing refers to having strategies and processes to leverage data to gain deeper insight into what customers want. When you understand the who, what, where, when, and why of how consumers respond to your marketing efforts, you’re empowered to make better decisions and further enhance and personalize the customer experience.

What is performance marketing?

Performance marketing focuses on programs in which you pay for performance, that is, when specific actions such as clicks, leads, or sales occur. The goal is to achieve measurable conversions. Performance marketing campaigns take place in digital environments so it’s essential to have precise tracking tools.

What is a marketing funnel?

A marketing funnel is a model that represents the stages of a buyer’s journey from the first interaction with your brand to purchase. The funnel metaphor is relevant because it narrows as it progresses, that is the probability of sales decreases at each phase of the funnel.

What is conversion rate optimization?

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on moving prospects to the next stage.

Why is social media important?

Chances are your audience is active on one or more of the major social networks where billions of people spend time daily. Brands that understand the power of social media marketing and commit resources to it can boost awareness, drive traffic, interact with customers, drive sales, build loyalty, and win advocates.

Which social media channels should I use?

Consider first the top social channels in terms of active users: Facebook, Instagram, Twitter, LinkedIn, and Pinterest. Determine where your audience spends their time. Research the demographics and behavioral patterns of the users and consider the type of content you’ll share.

How can I control my brand on social media?

Your brand is now in the hands of your audience. You can’t “control” what’s said about it. But you can join the conversations, show you care about your customers, and add value.

What is personal branding?

Personal branding is the process of using online and offline tactics to market yourself individually as professionally. Digital media has helped create an emphasis on personal branding for all types of hiring and purchase decisions.

What is a lead magnet?

A lead magnet is a free offer you make in exchange for an email address (and possibly additional information). The purpose is to inspire prospects to join your email list by offering something of value. Examples include an ebook, guide, report, assessment, cheat sheet, tool, template, webinar, course, or a coupon.

Is email marketing still effective?

Email is stronger than ever. It’s more popular than any social media. It’s more private. More personal. More reliable. Most people rely on email and check their inbox multiple times each day. If you want to communicate directly with people who actually grant you permission to market to them, email is marketing is essential.

Do we need a video?

The reason marketers love video so much is online consumers love it. More than a billion hours of video are consumed on YouTube each day. Video is a flexible and engaging content format. It’s easy to share across multiple platforms. Smartphones and digital editing have made it far easier to create a video, so the potential for a high ROI is great.

What is a call to action?

A call to action (CTA) is a prompt that instructs the viewer to take a specific action. A call to action is typically written as a command, such as “Buy Now.” In digital marketing, a CTA generally takes the form of a button or link.

How do I differentiate my brand?

The simple answer to this complex question is to create value. You need to identify and communicate a promise to your customers that resonate on an emotional level. Start with this question: How can we improve the lives of those we serve?

Do I need a professional copywriter?

If you want to do professional marketing you need a professional copywriter. The role of a copywriter is more important than ever in the content-driven digital media world. Well-written copy builds brands, connects with the reader, and inspires action.

How long does it take to see results?

Paid digital marketing programs should create results immediately. On the other hand, programs such as content marketing, email list building, and search engine optimization require persistence and patience. You might see some results in a matter of months; however, it’s likely to be six months to a year before you realize some of your traffic and conversion objectives.