Digital marketing is an online marketing of your services or products related to using digital technologies, mainly on the Internet. It includes usage of mobile phones, display of adverts in the social media and other digital mediums like Quora, Medium etc
Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.
SEO (Search Engine Optimization)
The job is to help the company rank for keywords which the audience normally searches for on the search engines. This involves doing keyword research, using webmaster tools, doing user experience optimization and getting pages indexed to rank higher on search engines and to get free traffic from there.
Copywriting is used to create keyword rich content on the website regarding sales page copywriting, website content, blogs, infographics, e-books, and whitepapers. It includes reaching out to a new relevant audience in the form of guest posting, PR, native advertising and syndication, which falls in the domain of content marketing.
Getting ranked on the higher pages of search engines organically is no easy task. It may take long for a less established website to get ranked on the first few pages for a given keyword. Until then, you cannot just sit waiting for qualified leads. With paid search in the form of Pay-Per-Click (PPC campaign), Cost Per Click (CPC) or Cost Per Impression (CPI) your advertisement appears when anyone looks for your services or products on Google and other search engines.
Inbound marketing involves creating and managing conversion funnels, lead nurturing, drip campaigns and conversion rate optimization. Now you may wonder the difference between content and inbound marketing. While inbound marketing is to create a strategy to attract new users and retain the existing ones, content marketing focuses more on executing that strategy.
Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
- Customer welcome emails.
- Holiday promotions to loyalty program members.
Conversion Rate Optimization
The digital marketer has to optimize and increase the conversion ratio at every stage of the marketing funnel. Tools such as CrazyEgg’s Heat Map and Optimizely’s split testing are used to convert visitors into leads and finally paying customers
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:
- Reporter outreach via social media.
- Engaging online reviews of your company.
- Engaging comments on your personal website or blog.
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
- Paid ads on Facebook.
- Promoted Tweets on Twitter.
- Sponsored Messages on LinkedIn.
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