Traditional advertising is not dead, but digital marketing is becoming the predominant way to reach target audiences. The effectiveness of a TV, radio, or print ad can be impossible to quantify and track. But that’s not the case with most forms of digital marketing, such as email blasts and social media campaigns.
Digital marketing usually costs less than conventional marketing tactics. Businesses may see a higher return on their marketing dollars with many forms of online outreach. Plus, companies often get real-time feedback on whether their campaign efforts and tactics hit the mark.
Besides these advantages, digital marketing tactics can be more efficient at increasing brand awareness and building a following. Once businesses publish online content, audiences start seeing, sharing, and engaging with it. If a company wants to put itself on the map, essential digital marketing tactics can be powerful tools. Here are four ways they can help.
1. SEO Attracts the Right Attention
Search engine optimization is a step you can’t afford to skip when you create online content. SEO gets your content in front of the audiences you want to target. These potential buyers are searching for solutions online by using keywords and questions. Some also use voice assistants to find local businesses, schedule appointments, or make purchases.
Your website and digital content become less visible if they don’t have the words and phrases your target markets use. It’s harder for people to discover your company or the products and services you sell. However, SEO isn’t just about including keywords and keyword phrases. It’s also about increasing your content’s authority and relevance while paying attention to your audience’s experience.
Say you’re an attorney looking to attract more clients. Your law firm digital marketing tactics should look at website content and design, ensuring your website pages are skimmable and images load quickly. You may need to rework navigation menus that don’t flow well or contain the most popular topics or advice. In addition, your blog posts may require more depth, or your prospects may be looking for case studies about legal solutions. Tweaking digital assets to align with search engine algorithms and audience needs can increase ranking and visibility.
2. Emails Nurture Leads and Build Customer Relationships
Email may be one of the earliest forms of digital marketing, but it remains highly effective. The average ROI for email is $36 for each $1 a company spends. Email marketing is also a tool that lets you send targeted messages to various market segments. These groups might be in different stages of the buyer’s journey. Companies can also target people according to their behaviors and interests.
Say you’ve got a list of prospects. These individuals may have filled out an online contact form or reached out to a sales rep. Perhaps they signed up to receive product alerts or one of your email newsletters. They’ve expressed interest but haven’t purchased anything yet.
You can segment that list by what products and services prompted various leads to reach out. Or you might fine-tune the list further by the level of interest and urgency. For instance, someone who’s had three or more engagements may be ready to buy. They need the right incentive or answer to get them over the threshold. Targeted emails with relevant messaging have the power to do that in an unobtrusive way.
Likewise, emails keep connections with existing customers alive. Messages may alert clients to new or established products or services that match their previous buying behaviors. Emails can also highlight targeted promotions, news about the company, and online content that’s product- or service-specific. In short, email messages are still a good way to foster engagement and encourage customer loyalty.
3. Social Media Creates a Community
Global social media users now include 4.62 billion people, representing a 10% bump since 2021. A typical user spends about two hours and 27 minutes a day on social media. That’s more than enough time to engage with what businesses have to say. And the growth in users shows that social platforms are viable media vehicles that reach audiences.
Social media is a dynamic tool for digital marketers. A company might place ads that target specific demographics, geolocations, and audience interests. But ads aren’t the only way to reach leads and customers, and people can sometimes choose to hide them. Social media’s real impact comes from posts and discussions that create a community.
Social media allows you to produce, share, and repurpose content that appeals to your prospects’ interests or questions. For example, you might post links to your blog posts on one platform. You can reformat those posts for other sites that emphasize videos or infographics. Boost features on some platforms also let businesses target individual audiences more likely to engage with specific information. With these capabilities, you’ll be building awareness of your name, website, and offerings.
4. Pay-Per-Click Ads Generate More Website Traffic
If you remember the internet’s early days, you probably recall banner ads. These ads were usually at the top of web pages, and you’d click them if you wanted to learn more. Pay-per-click ads are the modernized version of the banner ad concept.
PPC ads can highlight a company’s products or services as pop-ups or images that break up online content. They might even show up on search engine results pages. When someone clicks on them, they’re redirected to an online store, a product page, or a company’s website.
While PPC ads generate paid versus organic traffic, they’re still effective at getting target audiences to a site. PPC ads leverage keywords, audience insights, and related digital content to capture people’s attention. As a digital marketing tool, PPC ads can expand your reach by targeting those looking for specific products or services.
Essential Digital Marketing Tools
Digital marketing has distinct advantages over traditional advertising. It’s usually more cost-effective and establishes a quick feedback loop between businesses and audiences. But more importantly, essential digital marketing tactics help brands build awareness, personalize outreach efforts, and connect with more potential customers.
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