So, what is digital marketing and what do you need to know to get started using it for your business? Here are the basics.
Search engine optimization incorporates the use of tools that help search engines discover website content and serve relevant content to search engine users. On-page SEO involves the use of tags and website structure to tell search engines what a website page is about. Off-page SEO tells search engines that your site has authority and is trustworthy. Such things as reviews and links to your content from authoritative sites, help boost your off-page SEO by letting search engines know your website contains quality information that is relevant to searchers.
The use of content such as web pages, blog articles, videos, social media posts, and eBooks are used to attract website visitors. This is done through helpful and engaging published information that answers their questions and provides value. For SEO to do its job, there must be relevant content on your website.
The use of social networking sites to share content and build a community of followers. Social media sites such as Facebook, LinkedIn, Twitter, YouTube, and Instagram are valuable lead generation tools for driving visitors to websites and landing pages.
Pay-per-click is a method of advertising by displaying ads in search engine results. Google PPC ads are based on targeted keywords. Advertisers pay when the ad is clicked by a search engine user. Social advertising is the display of ads on social media platforms. Advertisers select targeted audiences based on user behaviours and interests. Costs for social advertising are generally determined on a pay per click (PPC) basis, as well.
The use of SEO, social media, and advertising is to attract visitors to a form on your website or landing page. This is where they will sign up for an offer in exchange for their contact information.
Once you have leads, you’ll want to build a relationship with them. Email marketing is the main method of lead nurturing. It allows you to stay in front of your audience and customers on a consistent basis. If done well, lead nurturing, and email marketing helps you build the “know, like, and trust” factor.
Analytics is the use of metrics and data to determine whether or not your digital marketing efforts have been successful. Tools such as Google Analytics and Search Console reveal website use data that will help you make decisions about the efficacy of your digital marketing strategy and the effectiveness of your tactics.