Four Pillars of Digital Marketing
When we talk about digital marketing, one thing needs to be spelt out. There is no single linear approach. Rather, a good digital presence is the result of a multi-pronged strategy – various methodologies which leverage the internet’s fast lane and user behavior. Here are four basics that need to be covered if you are looking for complete digital marketing.
Search Engine Optimization
Search Engine Optimization or SEO as most refer it to simply put is the various methods used to grab the attention of the world’s most popular search engines. As of the beginning of 2018, Google enjoyed a 63% share of searches in the US market so it is pretty obvious which search engine you would like to see your product listed on. Oath and Microsoft’s Bing also have a significant share so their platforms cannot be ignored.
SEO is all about priming your website so that the search engine algorithms can find the relevant information and push it up the ladder when a user types in a search term. The ladder refers to the search rank – users seldom click beyond the first page of results so SEO is constantly striving to put your listing on that page. You can have the most beautiful and user-friendly website in the world but if you are not doing your SEO right, no one is going to see it.
Content is basically your product or brand speaking to the reader or potential customer. The tone, the language and the confidence in your content will go a long way in helping your site have a good reception. Content is not necessarily about spinning yarns though and there are certain factors that need to be incorporated. Human internet behavior dictates that people’s attention spans are decreasing while the amount of competing information to negotiate is increasing. Place your message right and keep the reader engaged, so he or she does not leave the site.
Work with the Right Strategists
To set about executing these four important strategies, your brand will need to have a few things in place. First and foremost is a quality and updated website that reflects the services and products the best possible way. For your presence in search engines, you will need some smart messaging and ads. There are many professional services that provide end-to-end digital marketing services and resources. And you can learn more about the virtues of digital marketing and its many elements at their website.
Pay-per-click or search engine marketing is another important way to gain quick visibility online. Regular SEO is a steady process and takes time to show results. Search engines allow for sponsored searches, where advertisers pay for each click on their ads. The guidelines for PPC are very strict. Product relevance and quality of ads are high on the list of factors. If you are looking to gain some leads and get new customers in a short time frame, PPC is mandatory.
The advantage of PPC is the amount of control you have over the budget and the dissemination of the ads. You can target according to social and geographic demographics and schedule your ads accordingly. These are digital marketing’s biggest assets – the transparency and granular nature of the methods. A good digital marketing consultancy will offer detailed analysis at every step of a PPC campaign. PPC allows you access to a wealth of market data, including competitor and long-term trends. It is always a good idea to use the PPC data for future strategies.
Social Media Presence
Facebook and Twitter are the virtual realities that run public opinion on almost everything under the sun now. People on an average spend hours on social media – as a pastime and an opportunity to connect and explore. The best brands have realized the importance of having a social media presence. What better time to introduce your service or product than to a targeted demographic browsing through their Facebook feed? 25% of ad budgets go to Google and Facebook. That is an indicator of the growing importance of social media in digital marketing.
Facebook is a great way to drive traffic to your website. It accounts for the largest chunk of social media activity and it has also developed a well-integrated and effective suite for advertisers. Social media is an important platform for those looking for brand visibility and its targeting options are what attract advertisers. Compared to search, social gives even deeper insights into the users and possible targets making advertising more customized in nature.