Marketing is Evolving. That’s kind of our motto here at Signal. Every day we’re finding new ways to innovate and reach customers with an Internet that’s changing by the minute. The constant march of technological evolution means today’s business owners and CMOs sometimes feel a little left behind by the newest trends in marketing. But while the tools and tactics have changed, the core of marketing remains the same; get in front of your customers by being in the right place at the right time to send a message that resonates.
In today’s world, the place where people are spending a vast majority of their time… is the Internet.
Welcome to the Digital Marketing Frontier
Digital Marketing is kind of an umbrella term for a handful of strategies that serve to connect people online. Brands and businesses communicate with captive audiences with content indexed in Google, shared on Facebook, sent via email, and displayed on digital ad networks. With so many different ways to use the web, share information, and connect with one another, the spectrum of tools and tactics for executing a digital marketing strategy is vast. So, let’s dive in to some of the basics.
Digital Marketing Assets
Assets are the things that bring you value online, usually created and controlled by you. These digital assets include things like;
- Your Website
- Blog Articles
- Ebooks or White Papers
- Infographics & Video Clips
- Social Media Channels (Facebook, Twitter, Linkedin, Instagram, etc)
- Your Email List
- Branding assets like logos and brochures
- Earned media coverage on other news and information websites
By having a variety of digital assets strung out across the web, you increase the likelihood that someone will find and interact with one of them, and thus connect with your brand.
Digital Marketing Tactics
In addition to the creation of diverse digital assets, online marketers can deploy a range of strategic actions that help to promote and distribute these assets across the web, extending your reach into new markets and gaining attention from new audiences.
Search Engine Optimization
Google and other search engines use complex mathematical algorithms to ‘rank’ web pages by relevance for every possible keyword search you type into their search box. Optimizing your assets means making it as easy as possible for Google to find, assess, and prioritize your content for the search terms that matter to your business.
Once you’ve got all those great blog articles and video clips, it’s time to distribute them far and wide across the web with a process of linking, sharing, boosting, and generally shouting about it from the rooftops of the digital skyline.
Social Media Marketing
The term ‘social media’ is kind of misleading, causing people to think of it as it’s own special thing on the fringe of the web where people LOL and WTF with each other. In fact, social is the current state of the web and almost every platform is inherently social. Social Media Marketing for businesses primarily involves engaging your audience with conversation, content, and care.
Native Advertising and Pay-Per-Click
Digital advertising usually involves driving traffic to your site by paying for each click on platforms like Google Adwords and boosting your native content out to demographically-targeted audiences on Facebook and other social networks. It’s efficient, measurable, and allows you to control the flow of attention and traffic.
Earned Media & Online PR
The web is a diverse ecosystem of tribes and stories, all interrelated and interconnected. Earning additional buzz is a matter of reaching out to influential bloggers and socializers to get them talking about your business or posting your content. In this way, you tap into someone else’s audience and draw some of it to your own platform.
The Benefits of Digital Marketing
Unlike traditional models of advertising and marketing, the digital tools available to modern business owners allow you to see results in real time. You can accurately see exactly how many people are hitting your website, what pages they’re visiting, where they came from, and with all of this information you can model your sales funnel to optimize for the highest-converting channels. Platforms like Facebook are treasure troves of user demographics, removing the guesswork from who your audience really is and allowing you to target your ads specifically to the people you’re interested in speaking to.
Digital Marketing has changed the game for brands communicating on the web and it can work for you too. If you’re interested in learning more about how your business can benefit from strategic digital marketing, contact one of our consultants and tell us what’s on your mind.