Frequently Asked Questions
Definitely. Though companies in many business categories continue to approach digital marketing with skepticism, avoiding digital marketing denies your business access to the media the majority of consumers turn to first and at all hours of the day.
Effective digital marketing relies on strategies to achieve specific outcomes. It’s vital to skillfully blend, balance, and budget for the many initiatives you’ll read about here and integrate them for maximum effect.
Chances are your audience is active on one or more of the major social networks where billions of people spend time daily. Brands that understand the power of social media marketing and commit resources to it can boost awareness, drive traffic, interact with customers, drive sales, build loyalty, and win advocates.
Consider first the top social channels in terms of active users: Facebook, Instagram, Twitter, LinkedIn, and Pinterest. Determine where your audience spends their time. Research the demographics and behavioral patterns of the users and consider the type of content you’ll share.
Content marketing is the creation and distribution of educational and/or entertaining information assets for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is generally free and does not explicitly promote your brand as an ad would.
Email, social media, search and other elements of your digital marketing mix will depend on delivering useful content. Though video outlets, podcasts, and media galleries present other options, a blog is by far the most used tactic for distributing marketing content on a channel over which you have complete control.
What is SEO?
Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.
Why is SEO important?
The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.
What is local SEO?
Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.
Websites that go for long periods with no updates and new content are unlikely to perform well or support any useful digital marketing objectives. Though a static website technically qualifies as a website it’s bound to be more than a digital brochure that produces little or no leads.
What do I need to know about mobile?
Mobile phones are the most used technology in the world. Most of your prospects spend the majority of their media time—and hours—using a smartphone. Mobile marketing focuses on mobile strategies like messaging, mobile applications, and mobile websites. A brand that ignores mobile marketing is doomed.
What is PPC?
PPC stands for pay-per-click. Essentially, it’s a way of buying web traffic. Advertisers pay a fee each time one of their ads is clicked. Search engine advertising is the most popular form of PPC, however numerous channels including Facebook now offer PPC ad models.
What is native advertising?
Native advertising is a form of paid media where the ads fit the form of the platform where they’re placed. While PPC and social media ads technically qualify as native advertising, most native advertising is articles published or promoted on editorial sites. Native advertising has grown steadily because (A) it’s not ignored like display ads are and (B) it’s not filtered by ad blockers.
What is sponsored content?
You may remember advertorials, that is, editorial style content paid for by an advertiser. Sponsored content is a modern relative. It’s content published on behalf of a sponsor. It tends to be native in form. And its creative may be produced by the publisher or brand. Many publishers have created divisions devoted to writing and designing sponsored content—from articles to videos, info-graphics and micro-sites.
Email is stronger than ever. It’s more popular than any social media. It’s more private. More personal. More reliable. Most people rely on email and check their inbox multiple times each day. If you want to communicate directly with people who actually grant you permission to market to them, email is marketing is essential.
Should I buy an email list to get started?
Only if you want to waste your money and get in the SPAM business. Most email service providers don’t allow you to use purchased lists. You need to grow your email organically (see the lead magnet question). A small list of real prospects has more value than a large list of strangers.
What is lead nurturing?
Lead nurturing is marketing to prospects—usually via email—to move them further “down the funnel” and keep them involved and engaged with your brand. Consistently interacting at key points during the sales process will inevitably improve conversion rates and drive sales.