The covid pandemic has forced everyone to turn online, especially businesses. Many brands were coerced to enhance their digital performance and be more active in showcasing their products and services online. Henceforth, it would be crucial for brands to have a well-integrated digital marketing strategy.

Although the whole digital experience of creating and marketing content can be engaging and entertaining for consumers and businesses alike, things could get overwhelming quite quickly as you build your brand in this ever-changing digital space. To reach your potential consumers timely and effectively, you need to observe their online behaviour and understand where they spend their time and when. You, also, have to take into consideration your digital achievements so far and what you’re missing in regards to the objectives set for your digital goals.

That’s why we created this guide on how digital marketing can help elevate your online presence and grow.

Benefits of Digital Marketing

• Helps target your potential buyers, individually and as a group:
  For example, a TV commercial or billboard ad limits your control over who sees the ad. Although you can measure certain demographics based on the data available, it’s mostly a long shot. On the other hand, digital marketing helps you to identify and target your niche audience and send them personalised marketing pitches that convert.
  
  For instance, the social media’s targeting feature assists you to pick out your audience based on their age, sex, location and interests. Similarly, your SEO or PPC strategies will help serve your ad to those who searched for your product/services or related keywords. Thus, digital marketing helps you to identify your buyer persona and redefine your digital strategies to reach prospects more likely to purchase from you.
  
  
• Ensures the most bang for your buck:
  Imagine running an ad campaign on TV or billboard; you’ll be expected to pay the same lump sum, whether or not it converts for you. However, marketing digitally enables you to track and evaluate the campaigns and alter your spending limit if it isn’t delivering a high ROI. With digital marketing, you’ve more control over where you spend your money.
  
  For instance, you can choose to spend the money on high-converting social media ads or a design software instead of running PPC campaigns. If planned wisely, you can outrank your competitors or even some of the pros in your industry. Because search engines don’t care which brand is the biggest, instead it prioritizes keywords and high-quality content that resonates with the target audience.
  
  
• Digital marketing is measurable: One of the greatest limitations of offline marketing is that it is unmeasurable. It doesn’t provide the marketer with accurate results to compare and improve. Nevertheless, digital marketing can provide you with all sorts of metrics from start to finish – including likes, shares, impressions, views, click and so on.
  
  An example would be a newspaper ad – we all know how impracticable it would be to estimate how many people paid attention to your ad or just flipped through it. Whereas, using digital marketing you can use analytics software to extract information on how people are interacting with your brand.

Types of Digital Marketing

Let’s have a quick look at some of the common digital marketing tactics.

• Search Engine Optimization (SEO):
  This is the process of optimizing your website to rank higher on the search engine, thus improving the organic(free) traffic to your website. The different types of SEO are – on-page SEO, off-page SEO and Technical SEO.
  
  
• Content Marketing:
  This denotes the process of creating digital content assets for better brand awareness, lead generation, traffic, growth and customer acquisition. The different types of content include blog posts, articles, ebooks, whitepapers and infographics.
  
  
• Social Media Marketing:
  The process of posting and promoting content and ads on various social media platforms for increasing lead generation, brand awareness, traffic and customer acquisition. The most popular social media platforms include Facebook, Instagram, Twitter, LinkedIn, Snapchat, and Pinterest.
  
  
• Pay-Per-Click (PPC):
  This is the process of improving traffic to your webpage by paying the publisher every time your ad gets clicked. One of the most common examples of PPC will be Google Ads. By running the Google Ads, you’re paying for the top slots on Google’s results page at a price “per click” for the links you place. Other examples of PPC include paid ads on Facebook, Twitter ad campaigns and sponsored messages on LinkedIn.
  
  
• Affiliate Marketing:
  Affiliate marketing is performance-based marketing where you will be paid for promoting products or services belonging to other brands on your website. An example will be hosting video ads through YouTube Partner Program or posting affiliate links on your social media.
  
  
• Marketing Automation:
  The software that helps you automate your basic marketing needs is known as marketing automation. Email newsletter, social media post scheduling, campaign tracking and reporting are all a part of this.