As consumers have changed the way they browse, compare, and buy, digital marketing has risen to become one of the most dominant forms of advertising across the board. By reaching customers on their desktop or laptop computers, tablets, smartphones, and even televisions, marketers can target their messaging in ways that were once unimaginable. We’ll look at some of the most common forms of digital advertising and examine what works with each.
Almost everything you see on the internet is technically content. Generally, when people refer to content in the world of digital marketing, they are referring to items that don’t automatically appear to be advertising. These can include how-to videos, blogs or social media posts, testimonials, or even podcasts. Successful content provides a benefit while still promoting a product, service or brand.
A business’ website is their digital home base. Once a potential customer is there, they are ready to receive messaging. Take a “less-is-more” approach to web design, focusing on easy navigation, simple fonts, colors, and images, and avoid clutter and confusion, with copy that reads in your brand’s voice.
Social Media Marketing
Social media marketing is useful because of its highly targeted nature. Based on the potential customer’s profile and geographic information, you can tailor ads that are served to them at specific times and in specific places very easily and affordably. Be careful not to drill down to an audience that is too narrow, or conversely, cast too wide a net.
Blast E-Mail Marketing
A weekly blog, newsletter or coupon sent to a cultivated list of past and interested customers through email is a good straight forward piece of digital marketing. Be careful not to make the email too long (you can always include links to your site for people wanting more information) and don’t send out too many, to avoid seeming “spammy.”
PPC (Pay-Per-Click) Advertising
Pay-per-click ad services like Google AdWords will shoot you to the top of search engine pages, with a symbol indicating they are advertisements. As the name would suggest, you pay based on the number of clicks you receive. Used properly, they can generate lots of qualified leads. Keep your header simple, direct, and relevant. If you sell work gloves, something like “Work Gloves for Sale” is the way to go.
Search Engine Optimization
Too many companies think search engine optimization happens automatically. Even if you don’t have a budget for PPC ads, you can learn simple tools about providing fresh content with tags and backlinks that will move you up through the rankings.