What is Digital Marketing?

Search engine optimisation is a process of improving your rankings to attract more potential customers to your site. From positioning blog posts and other content for users at the awareness stage to ranking the website for people evaluating different alternatives, SEO helps you reach the target audience effectively.

SEO isn’t the only way to promote your brand in search engines. Another is by placing paid ads, which typically appear at the top and bottom of the search results page.

These ads work similarly to search results. They appear when a person searches for a specific keyword or a phrase. Unlike SEO, however, the pay-per-click bidding model grants you far greater control over where your ad appears.

In many ways, social media marketing works similarly to SEO. Both aim to position a brand in front of potential audiences online. Where the two differ, however, is how this happens. SEO focuses on keywords and targets customers who seek specific information. Social media uses stories and content and social connections to achieve a similar result. Social media campaigns also involve placing paid ads on social networking sites to promote content and generate leads.

Content marketing helps you establish a conversation with your audience and build a solid connection through different types of content. Social media, your website, blog posts, guides, eBooks, videos and many other content types allow you to add value.

Email opens a direct channel to communicate with the people already somewhat interested in your offering, as in, if people signed up for your newsletter, that means you’ve passed the online visibility test. It, therefore, comes as no surprise that it is the third most influential source of information for B2B buyers. 86% of professionals prefer email when communicating for business purposes.

Email marketing can take many forms. Some of your messages might be transactional, including offers, coupons or sales pitches. Others, like drip campaigns, aim to educate the audience, onboard them to your solution or increase retention. Finally, triggered email campaigns target specific buyer behaviour to deliver relevant information.

According to Nielson 92% of global consumers trust recommendations from friends and family or word of mouth more than advertising. And this strategy allows you to leverage the impact people your target audience considers influential might have on their buying decision to position your product as more than worth considering.