How Digital Marketing works?
February 23, 2017 Updated : May 5, 2017
Marketing is an essential process for any business to enable the business to reach its customer base and create a relationship with them. The business landscape online also requires marketing to be done.
The channels in digital marketing are different but the objectives are the same – to reach the target customer and make them buy a product that you are selling.
The approach to reaching the target customer is to target the digital pathways that the customer follows.
What is digital marketing?
Like any other marketing strategy digital marketing also focuses on getting the maximum information about a product or service out to the customer.
Digital marketing is a broad term that encompasses the strategies employed by companies to market their products via the digital media.
How does digital marketing work?
It works by combining different strategies that are ultimately aimed at achieving a single goal. The goal is to drive traffic to your business whether it is online or brick and mortar.
The aim is to convert a one-time visitor into a returning and loyal customer. The various strategies followed by Digital Marketing Agency:
- Social media marketing
- Search Engine Optimization (SEO)
- Content marketing
- Digital advertising
Social Media Digital Marketing
Let’s face it: almost everyone has a smartphone and they are all on social media.
Social media platforms like Facebook, Twitter, Pinterest, YouTube, WhatsApp and others provide customers with an accessible forum to engage with companies. Companies can also understand their consumer base more effectively.
Whether you are a B2B firm or a B2C company, social media provides a free platform to interact with your end user. Over the recent years, social media has become the most effective way to build your business brand.
Even something as simple as a Facebook page, where you regularly address customer queries, can go a long way in projecting the image of your brand as one that cares about its customers.
The general strategies employed in social media digital marketing include:
- Communication for staying in touch with customers, dealing with bad press, developing a brand image
- Reputation Management by reviewing what people are saying about your brand and improving experience for customers
- Adding a personal touch by reaching out to customers for special milestones like birthdays or featuring their stories of their experience with your product.
- Sharing events and stories from your company with the customer
Social media strategies for B2B companies may differ a bit from strategies described above but the aim is the same – reach the target audience.
- Find the audience
- Establish authority and provide value
- Reach decision makers in your audience
- Utilize influencer marketing
How to succeed in social media digital campaigns
These 3 tips will serve you well in your quest for social media success:
- Understand the components of a successful social media campaign
- Develop a social media following
- Continuously upgrade your efforts with tools to boost your social media marketing
Social media marketing companies will develop targeted social media ads and help you stay in contact with your customers on social media through active customer management practices.
Search Engine Optimization
This is probably the backbone of a digital marketing campaign. Simply put, SEO is the means to improve your website’s ranking in the Search Engine Results Page (SERP).
The higher the website’s ranking, the more is the probability of a customer visiting your web page. SEO specialists have to continuously devise methods that ensure that the latest search engine algorithms and latest SEO trends are addressed when developing the latest SEO strategies.
The major components of SEO are:
- Understanding keywords through keyword research
- Analyzing the strategy mix that best works for your company
- Applying the latest changes in search algorithms like importance of Search Intent
- Developing content mix that helps address all that a customer wants
An SEO specialist company will understand what your business and customer base is and develop SEO strategies that are best suited for your business.
Nearly every business is on the web in one way or the other. SEO is the strategy that puts your business above the rest.
It is perhaps the most overused cliché but like all clichés it exists because it is true – Content is king. In the digital universe it may be even more so; people after all are going to read about it before they experience it, therefore content surrounding your business is key to get your customer’s attention.
Targeting an ad in Facebook is not enough. It must be an effective ad. Writing a blog is not enough, it must actually give useful data to your customer.
If they don’t like the content, customers simply bounce away from the page.
A good web development company will focus on content-based marketing to organically build traffic to your business. If you give customers what they want, they will more likely come back to you for more.
Did you know?
- 80% of searches on the internet are for information.
- Knowing why people search for something is as important as knowing what they are searching for.
Information is the key to attracting people to your website. This can be offered as:
- Promotional offers
- Online competitions
Tips for your content marketing strategy
- Understand what is being searched and what is the search intent
- Develop content that is shared
- Develop infographics that help provide information quickly
- Identify the channels to share your content
- Be consistent and you will get subscribers
- Develop a great mailing list so that people are always up to date with your offerings
The online world makes it easy to advertise a product or service by offering a wide variety of platforms. And it is not just generic ads. You can develop targeted, specific ads not just based on demographic but based on consumer behavior.
- With Google AdWords you get a lot of research insight into keywords and can develop ads based on them.
- On Facebook you can feature ads based on what people are talking about or what content they are sharing.
Such precision targeting helps you to deliver your product (even if it is niche) to a global audience. Combined with e-commerce, you need not even share a geographical location for the customer to click on your ad and purchase your goods.
Why does digital marketing work?
Developing comprehensive digital marketing strategies
Every business is different and needs its own marketing strategy. A digital marketing agency will first understand your business and then devise the combination of strategies that best works for your business.
The fundamental principles of marketing remain the same – 1) identify the consumer and 2) devise the marketing mix.
The platforms available are many and each has its own requirements. The ideal mix of platforms specific to your brand and company needs to be identified before implementing the marketing strategy.
There are plenty of analytics tools in the market that can help you understand why your website is not getting traffic, what are people sharing on social media and why they are buying what they are buying.
This data proves valuable in developing your digital marketing strategy.
Once the mix has been identified, the digital marketing agency will implement the strategy to provide the best results for your brand.
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