First and Foremost: What is Digital Marketing?
Digital marketing includes all marketing efforts that use an electronic device or the internet. Businesses use digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
Some examples of different types of digital marketing:
- Content marketing
- Social Media Marketing
- Email Marketing
- Pay per click
What is Pay-Per-Click Marketing?
Pay-Per-Click (PPC) is a unique and effective 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 Ads, 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: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business’s audience.
- Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
- Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
What Are the Biggest Benefits of Digital Marketing?
1. You can target only the prospects most likely to purchase your product or service.
If you place an ad on TV, in a magazine, newspaper, etc., you have limited control over who sees the ad. Digital Marketing, on the other hand, allows you to identify and target a highly specific audience, and send that audience personalized, high converting marketing messages.
2. It’s more cost-effective than more “traditional” marketing methods.
Digital marketing enables you to track campaigns on a daily basis and decrease the amount of money you’re spending on a certain channel if it isn’t demonstrating high ROI. The same can’t be said for traditional forms of advertising. It doesn’t matter how your billboard performs — it still costs the same, whether or not it converts for you.
Plus, with digital marketing, you have complete control over where you choose to spend your money. Perhaps rather than paying for PPC campaigns, you choose to spend money on design software to create high-converting Instagram content. A digital marketing strategy allows you to continuously pivot, ensuring you’re never wasting money on channels that don’t perform well.
3. Digital marketing lets you outrank bigger players in your industry.
If you are a small business, it’s likely difficult to compete with the major brands in your industry, which can spend thousands or even millions of dollars on tv ads, nationwide campaigns, etc.
With digital marketing, you can find long-tail keywords that relate to your product or service and create high-quality content to help you rank on search engines for those keywords. Search engines don’t care which brand is the biggest; instead, they will prioritize content that resonates better with the target audience.
Additionally, social media enables you to reach new audiences through influencer marketing. We don’t personally follow any big brands on social media, but we do follow influencers who will occasionally showcase products or services they like — if you work for a small-to-medium-sized company, this could be a good avenue to consider.
4. Digital marketing is measurable.
This is one of the biggest benefits of digital marketing. Digital marketing can give you a comprehensive, start-to-finish view of all the metrics that might matter to your company — including impressions, shares, views, clicks, time on page, and conversions.
Check out our post on measuring the success of your digital campaigns!
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Samples below, and there are more in the image portal. 🙂
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