Digital Marketing is a way to promote your brand or product and services online.
Business, in general, has its segmented target to reach. With digital marketing, they can reach their targeted audiences through the Internet or other digital platform.
There is a lot of digital technology that can be used by a company or marketer to deliver their message. In addition to the website, a business may use pay-per-click (PPC), email marketing, social media, and other platforms to reach its targeted customer.
The Internet also affects how a customer buys their product or service. It is essential for a business to not only exist on the Internet but visible amid crowded Internet space.
Days when customer find the store address and phone number using Google asking for detailed product has passed.
Now, people using the Internet to find information about the things they need that affect their buying decision. Even though they still need to come to the store to buy their product or service.
That is why Digital Marketing is crucial to help your business reach your customer wherever phase they are in their digital shopping journey.
How Digital Marketing Works and it’s Digital Channel
It is essential for you if you are a business owner to understand how digital marketing works.
With digital marketing, you can make informed decision to decide on a digital campaign, and understand how each of the element reaches your marketing target.
I am going to explain each digital channel you can use in your strategies and how you can use these in your business.
Your business website is the pillar of your digital marketing strategies.
Your website is where your targeted customer is getting their first impression on your brand. Depending on your product or service that you provide, this is where your customer turns into a client.
38% of people will stop engaging with a website if they think the layout or content is not attractive.
Digital marketing aims to attract and convert your potential customer. There are a lot of tactics you can use to direct them to your website to gain more information or making a purchase.
Sometimes, a website is the only chance you got to make a good impression on your potential customer.
Because of this, you need to pay attention to your website layout, the graphic, and the color you use on your website design.
Adobe says 38% of people will stop engaging with a website if they think the layout or content is not attractive.
But, not only your website design is essential. Because your website will be the center of your various digital campaigns, it is crucial to optimize your website to convert your potential customers.
Furthermore, optimize your website for mobile usability is necessary. Nowadays, there are a lot of people using their mobile phones to access the Internet, and mobile usability also affects your Search Engine Optimization (SEO).
Based on the data from the Global Web Index in Q4 2019, 62% of people using their smartphones to buy a product. That is why it is essential to optimize your digital content for mobile usability because that is where your customer is.
If you are unsure of your website UI and UX, maybe it is time to hire a web designer to improve and optimize your website design.
Search Engine Optimization (SEO)
SEO also has a vital role in digital marketing. If you want to reach and convert your potential customer in these digital eras, you need to start from a search engine.
Latest studies from Forrester found that 71% of their customer begins their journey to buy a product or service from a search engine like Google. If you’re not taking the correct step to improve your website SEO, you will miss the opportunities to get a significant potential customer.
SEO is the process of optimizing your website to reach the first page in search engines. Its final destination is to achieve the first page in the search engine result page (SERP) to increase your brand visibility for your potential customer.
The higher your rank on SERP, the higher amount of potential organic customers coming into your website.
Not only attracting customers to your website, but SEO also helps you to get a high potential customer. The goal of digital marketing is to attract people who need a product or service that you provide, and SEO is holding a pivotal role here.
With targeted keywords and topics inside your content, you can get a potential customer that highly interested in a product or service that you provide.
Content marketing is another strategy that holds an essential role in your digital marketing.
Content marketing is a content asset of your business that aimed at attracting your potential customer attention. This content asset purposes are:
Increasing your brand awareness
Increasing your website visitor
or Increasing your customer loyalty
Whatever strategies you use on your digital marketing, you will need content to support your plan.
It can be in the form of a short greeting that you sent inside an email to your customer. Or maybe it can be a great content like e-book or article that explain about the solution to the problem that a customer had that you can provide with your product or service.
Here is some example of content marketing that you can use to support your digital marketing campaign:
Social Media Post
The key to creating good content that can support your digital marketing campaign is a strategically chosen topic for your audience.
If you don’t have one, make sure to do some research first about your target audience. Create a customer persona to understand your customers and identifying what kind of content will be interesting for them.
Social Media Marketing
Almost every brand is now using social media marketing to support their digital marketing campaign.
Social media marketing is promoting your content and engage with your customers through social media like Facebook, Instagram, Twitter, etc. This strategy can be used in digital marketing to help a company to increase its brand awareness, gaining potential customers, and increase customer engagement.
One of the main benefits of social media marketing is, this strategy can make your business reach a broader audience online.
Statista says there are 2.95 billion users across social media platforms. If your business isn’t trying to reach and engage these users, you will lose a significant amount of potential customers.
Not only as a separate strategy, but you can also use social media marketing to support other digital marketing strategies. For example, if your brand created an article discussing your customer problem, you can use social media to direct them to your article.
Pay-Per-Click (PPC) Advertisement
Even though your main goal in digital marketing is to get as many organic customers as possible, you can’t ignore the potential of PPC ads.
PPC ads are an advertising model where you pay for every click you get, not every ad shown.
For example is Google Ads, as one of the biggest PPC Ads provider. Google Ads helps your business visible on SERP’s first page based on the specific keywords that you choose.
You might be wondering, why should I use PPC if I’m already doing SEO?
Even though Search Engine Optimization is essential, it takes a while and requires consistent work. With PPC Ads, you can make your website showing on page 1 of SERP directly based on the keyword you are using.
Of course, you need an excellent campaign to gain substantial ROI. Still, besides SEO, this will increase your brand visibility and gain some potential customers.
Not only good for your brand visibility and potential customer, but you’ll also get high potential customers.
Those who click on your ads are the ones looking for something that you can provide, whether it’s a product or service.
Email marketing fulfills your digital marketing needs.
With email marketing, your business can communicate with your target audience. Usually, email marketing used to increase brand awareness, promoting an event, and telling your customers about a discount.
The content from email marketing depends on your campaign goal.
Below is some example of email marketing content that you can use and improve to support your business digital marketing strategies.
Sending promotion about a discount that comes directly into your customer inbox
Sending monthly Newsletter about your content update or your product or service
Welcoming email for a customer that subscribed to you Newsletter and explaining what they get by subscribing into your Newsletter
Sending suggestion about other product or service that you provide that your customer may be needs
It is important to note that email marketing generally isn’t used to find new customers. But to care and attract a potential customer that was showing interest in your product or service.
Email marketing also can be used as your customer marketing retention.
eMarketer says 80% of retail stores report email marketing as one of the best strategies to increase customer retention.
Like other digital marketing strategies, you can make monthly Newsletters to engage with a potential customer or promoting a discount through email.
But, it is very recommended to use email marketing to support other campaign strategies like Content Marketing and Social Media.
Let say you are holding some social media competition to increase your product hype that soon launched.
Using email marketing, you can tell your customers about this campaign. By telling them, they will know about this competition and probably participate too. You can also add a social media link, website, or another contest to increase visitors to your platform and your contest.
Why Integrated Digital Marketing Approach Important?
Understanding Digital Marketing works isn’t only knowing what kind of digital marketing strategies you can use.
Now, you already know every digital marketing strategies and understanding the role of each strategy on your campaign. It’s time to discuss how those strategies can work together and supporting each other for your campaign goal.
Integrated Digital Marketing Approach is a marketing approach that combines all available digital marketing strategies to create the best experiences for your target audience. By coordinating your brand message across all digital platforms and using strategy variation that supports each other in the centralized campaign.
In making an Integrated Digital Marketing Approach, you need to consider how each digital channel can work together for the same goal.
For example, if your marketing target is to increase your website visitor, you might use some strategies below:
Optimized your Content Marketing on your website to improve your SEO value and increase organic visitors to your website.
Execute Social Media Marketing by sharing your website link in your social media, so your audience visits your website. Copywrite your media social caption to increase your conversion rate to visit your website.
While developing your email content marketing, you can find a new way to redirect your reader towards relevant parts inside your website. This, including your page Call-to-Action (CTA) and lead toward the next step of your customer digital shopping journey.
Those are some examples of how you integrate your digital marketing strategies to attain your goal. While building your integrated digital marketing approach, it is crucial to ensure that your delivered message stays consistent. Whether a new website page or new tweet, always use the same tone and voice for your brand to create a seamless experience between all platforms that you use.
Now you’re starting to understand how digital marketing works and why an integrated digital marketing approach is essential for your business. Now it’s time to plan for your next digital marketing campaign.
Ready to Getting Ahead of Your Competitor?
Have you ever implemented any of the digital marketing strategies above? Which one do you use, and how digital marketing affects your business? Let’s discuss your experience here, or if you have any questions about the article above, you can ask me through the comment box below.