Whether your business is B2B or B2C, changing technology has always had a major impact on business decisions. That is especially true in digital marketing. With the increasing speed of technological change in the digital world, it’s easy to fall behind. We recommend top management be familiar with the basic elements of digital marketing and keep in mind that best practices are fluid due to continued changes.
Here are the key elements of digital marketing.
Website design. This is no longer set it and forget it. Your website should be refreshed on a regular basis and updated every two to three years
Search engine optimization. SEO is extremely important and one of the most cost-efficient ways to ensure your digital presence. Ideally, SEO should be ongoing and should include both on-site and off-site tactics.
Social media management and advertising. Social media contributes mightily to your digital marketing power and requires a defined strategy. Posts should be handled professionally and treated with the same importance as any business publication. Advertising on digital media can be highly targeted to your customers and extremely cost-efficient. A company’s reputation matters significantly to consumers and social media is an important way to protect and influence your reputation. Social media is the new word of mouth (WOM) and can play an important role in driving business.
SEM-Search Engine Marketing or pay-per-click. Approximately 90% of purchases begin with an online search so it stands to reason that PPC should play a major role in your online marketing success. It can be expensive and complicated so it’s very important to work with people you trust. A strong online presence can positively impact what you will need to pay for PPC so it’s important to have a well-integrated strategy.
Email marketing– The effective use of email marketing can turn prospects into customers and one-time buyers into repeat business. On the other hand, it can be a real turn off. 69% of email users unsubscribe because of “too many emails”. Learning how to find the sweet spot for your message, ideal timing and frequency is an important part of email marketing success.
We make it a point to help our clients understand these elements and more, so they are ready to make educated decisions on Digital Marketing.
According to recent research, business executives predict nearly half of their revenue will be driven by digital marketing by 2020, and 56% of CEOs have already seen improved profits from digital improvements. (*Forrester & Gartner)
An effective marketing strategy can incorporate a variety of components like:
- Website design
- Search engine optimization
- Social media advertising
- Social media management
- Pay-Per-Click advertising
- Email marketing
- Content marketing
Engaging with each (or any!) component in the right way WILL grow your brand’s presence online in a powerful way.