Digital Marketing Explained

Posted February 14, 2017Blog

The concept of digital marketing encompasses a variety of online and offline tactics that involve the use of electronic devices. For our purposes, we will focus on online digital marketing.

Below are the most used and most important online tactics:

  1. Pay-per-click advertising (PPC)
  2. Search engine optimization (SEO)
  3. Social media marketing
  4. Email marketing
  5. Content marketing

Pay-per-click advertising

Drives traffic to your website by paying an ad publisher, like Google, every time your ad is clicked. Google AdWords is the most used form of PPC. It’s easy to spend a lot of money on PPC, but with the right education and upkeep, PPC campaigns can be a cost effective way to generate leads.

Search engine optimization

When you optimize your website, search engines will rank it higher on the results pages, thus increasing the amount of organic (free) traffic to your website. Being on the first page of Google’s results page is imperative to organic traffic. Websites that appear on the first page get 91.5% of the traffic, 4.8% on the second page, and page 3 only gets 1.1% of the traffic.

Social media marketing

This is the process of promoting your brand and content through social media channels, like Facebook and Twitter. This will increase your brand awareness, drive traffic to your website and ultimately generate leads. Social media marketing provides your business with many more opportunities to convert a lead than traditional inbound marketing. Every post on social media is an opportunity for someone to react and reactions lead to website visits and website visits lead to conversions.

Email marketing

This is a great way to connect to your customers directly. Email is used to promote events, content, specials, and much more. It’s also a great medium to direct people towards your website. Most email marketing is opt-in or voluntarily; this means these users are generally further along in the purchasing funnel. It’s important to remain connected, this will increase the likelihood of conversion.

Content marketing

The process of creating and promoting content (like blogs, videos, eBooks, etc.) for the purpose of generating brand awareness, lead generation and website traffic. In 1996 Bill Gates said, “content is king.” This remains a valid sentiment because content is what fuels your online existence.


A successful digital marketing strategy utilizes most of these tactics at once. Digital marketing increases your brand awareness and online presence, which in turn will generate leads. Another huge benefit of digital marketing is the measurement capabilities; you can track your ROI of almost all of your digital marketing efforts. You have the ability to track website traffic, lead generation, content performance, and more.

If you’re ready to jump into the land of digital marketing, contact us today! We are your digital marketing specialists.

 

Erika Quackenbush

Inbound Marketing Coordinator
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