It is no exaggeration that we live in a digital world and from that perspective, it is 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 is cheaper than traditional marketing and is measurable. Having a knowledge of digital marketing for your own product is essential to make your brand/product/services reach the masses.
1. Search Engine Optimization (SEO)
Search Engine Optimization or SEO is essentially tweaking your website so that Google can discover your website efficiently and it comes up naturally or organically for search results in Google, Yahoo Bing or any other search engine. Google updates its search engine ranking algorithms regularly to ensure that only the relevant quality results come up. From that perspective, many experts say that SEO is dead and the effort is futile. However, the truth is that Google tries to prevent algorithm manipulation, filters sites basically all those Black Hat SEO optimized websites that don’t deserve to be on the top of SERPs (Search Engine Result Pages). So without any doubt, you should invest in improving the SEO of your website. Just a Remember, SEO is the most cost-effective and genuine marketing strategy that will bring organic traffic to your business.
2. Search Engine Marketing (SEM)
Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your business, primarily by running pay per click campaigns. The universe of SEM is diverse and complicated. Based on your business structure, you may choose PPC (pay-per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions) model. Search Engine Marketing can be achieved at different platforms, mainly Google AdWords (on Google Network) and Bing Ads (on Yahoo Bing Network) are the most popular. SEM also includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.
3. Content Creation
It is a universal fact now that “Content is the king” and various researches have also shown that content creation is a definitive method of marketing. All recent changes to Google’s algorithm – be it Panda, Penguin or Hummingbird – point to the fact that content is the most important metric while filtering search results. Content can be presented in different formats, including blogs, white papers, e-books, case studies, how-to guides, question and answer articles, forums, news and updates, images, banners, infographics, podcasts, webinars, videos, or content for microblogging and social media sites. You can be creative and create content on any topic and then skillfully link it indirectly to your business. You may like to read our article on how to include content and market your startup or business free of cost. An effective strategy will engage your readers and leave them interested in more information from your product. A good content has a higher probability of going viral and is the best way of branding your business.
4. Social Media Marketing (SMM)
Social Media Marketing (SMM) is an offshoot of your SEM efforts that involve driving traffic to your business through social media platforms such as Facebook, Instagram, Twitter, Google+ etc. Your SMM efforts can be especially helpful for branding and driving sales. Social media is a sensitive platform and it can do more harm than good if the content is not curated properly. Brand reputation management is somewhat tricky at social media, but the amount of audience that this platform has, it simply cannot be ignored. Showcasing your products and services via social media platform actually works and you get the best Return on Investment on social media platforms. Just play safe and be extra cautious while publishing anything on social media.
5. Digital Display Advertising
Digital Display Advertising works in conjunction with your SEM efforts. You may use a variety of display advertising formats to target 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 position of the customer in the buying cycle. However, note that Digital Display Advertising is relatively costly.
6. Retargeting and Remarketing
Essentially, Retargeting or Remarketing is a strategy to target customers who have already visited your website. It works by simply extracting your web activities that are stored in your web browser in the form of cookies. Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business, and thus the conversion rate is high. This strategy targets users who have similar interest to your product/service and this strategy delivers an efficient ROI.
7. Mobile Marketing
Mobile marketing is massive already and forecast to exceed desktop Internet access in many developing countries. So every marketer needs to keep tabs on the opportunities of reaching their audiences via mobile and how to make their mobile sites and presences visible and accessible. Consumers are using their mobile devices to purchase items from Amazon, eBay, and other e-commerce platforms. Businesses as large as Walmart and as small as mom and pop shops are recognizing this, and developing user-friendly portals and websites to facilitate sales. In fact, it is projected that by the end of 2018, 70% of e-commerce visits will start on a mobile device. Businesses that develop integrated mobile campaigns that guide consumers from product introduction to sale will see a considerable boost in revenue.
8. Email Marketing
When you send a commercial message through email to a list of potential customers, the strategy is called Email Marketing. With an effective email marketing software, you can maintain email lists that are segregated based on several factors, including customers’ likes and dislikes, and spending habits. Remember to send personalized emails; this helps to develop trust. However, note that Email Marketing may also be considered as spamming and there are laws against it in some countries.
9. Affiliate Marketing
Affiliate Marketing is a performance-based marketing program, where you pay publishers who bring you, customers. The performance may be based on conversions – promotions, leads or simply sales. You may like to be part of the affiliate programs of different publishers. Essentially, the publishers will give you space in their pages to advertise your business and help you drive conversions; and you will pay them based on the compensation model. You may avail the help from an Affiliate Network, which will give you a large base of publishers, and other benefits like tracking and reporting technology.
10. Digital Media Planning and Analysis
When a media agency researches and makes a comprehensive strategy framework, we call it Digital Media Planning. Be it in driving sales or conversions, launching a new brand or promoting an established brand, or changing customer behavior, the media agency plans different platforms and formats to reach the desired audience. It studies reach and frequency of different web-based and mobile applications. And all the above-mentioned activities are useless and digital marketing for your own product is a waste untill you analyse and monitor your performance.