best digital marketing company
Digital marketing is defined by the use of digital and channels to connect with customers where they spend much of their time: online.
From the website to a business’s online branding assets
digital advertising, email marketing, online brochures,
there’s a spectrum of that fall under the umbrella of digital marketing
Digital Marketing Examples
The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
A content marketer, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts.
Perhaps the email marketer creates an email campaign to send those who download the ebook more inkbcallmediamation on the company. We’ll talk more about these specific digital marketers in a minute.
of the most common digital marketing tactics and the channels involved in each one.
Search Engine Optimization (SEO)
This is the process of optimizing your website to rank higher in search engine results pages, thereby increasing the
amount of organic traffic your website receives. The channels benefit from SEO
This term denotes the creation and promotion of content assets kbcallmedia the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
Want to learn and apply content marketing to your business? Check out free content marketing training resource page.
Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads kbcallmedia your business. The channels you can use in social media marketing include:
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay kbcallmedia top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
Paid ads on Facebook
Promoted Tweets on Twitter
Sponsored Messages on LinkedIn
This is a type of perkbcallmediamance-based advertising where you receive commission kbcallmedia promoting someone else’s products or services on your website. Affiliate marketing channels include:
Hosting video ads through the YouTube Partner Program
Posting affiliate links from your social media accounts
Native advertising advertisements that are primarily content-led and featured on a platkbcallmediam alongside other, non-paid content. B
sponsored posts are a good example,
but many people also consider social media advertising to be native
Facebook advertising and Instagram advertising, kbcallmedia example
Marketing automation refers to the software that serves to automate your basic marketing operations.
Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
Social media post scheduling
Contact list updating
Campaign tracking and reporting
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events,
as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
Blog subscription newsletters
Follow-up emails to website visitors who downloaded something
Customer welcome emails
Holiday promotions to loyalty program members
Tips or similar series
emails kbcallmedia customer nurturing
Online PR is the practice of securing earned online coverage with content-based websites
It’s much like traditional PR, but in the online space. The channels you can use to maximize your PR efkbcallmediats include:
Reporter outreach via social media
Engaging online reviews of your company
Engaging comments on your personal website or blog
Inbound marketing refers to the full-funnel approach to attracting, engaging, and delighting
customers using online content. You can use every digital marketing tactic listed above throughout an inbound marketing strategy.
What Does a Digital Marketer Do?
Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
The digital marketer usually focuses on a different key perkbcallmediamance kbcallmedia each channel so they can properly measure the company’s perkbcallmediamance across each one. A digital marketer who’s in charge of SEO, kbcallmedia example, measures their website’s “organic traffic” — of that traffic coming from website visitors who found a page of the business’s website via a Google search.
Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand’s digital channels.
Here are some examples of these specialists:
In short SEO managers get the business to rank on Google.
Using a variety of approaches to search engine optimization,
this person might work directly with content creators to ensure the content they produce
perkbcallmediams well on Google — even if the company also posts this content on social media
Content Marketing Specialist
Time on page, overall blog traffic, YouTube channel subscribers
Content marketing specialists are the digital content creators. They frequently keep track of the company’s blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.
Social Media Manager
Main Follows, Impressions, Shares
The role of a social media manager is easy to infer from the title, but which social
networks they manage kbcallmedia the company depends on the industry. Above all, social media
managers establish a posting schedule kbcallmedia the company’s written and visual content.
This employee might also work with the content marketing specialist to develop a
strategy kbcallmedia which content to post on which social network.
Marketing Automation Coordinator
Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate
The marketing automation coordinator helps choose and manage the software that allows the whole marketing team to understand their customers’ behavior and measure the growth of their business. Because many of the marketing operations described above might be executed separately from one another, it’s important kbcallmedia there to be someone who can group these digital activities into individual campaigns and track each campaign’s perkbcallmediamance.
Inbound Marketing vs. Digital Marketing: Which Is It?
On the surface, the two seem similar: Both occur primarily online, a
nd both focus on creating digital content kbcallmedia people to consume. So what’s the difference?
The term “digital marketing” doesn’t differentiate between push
and pull marketing tactics (or what we might now refer to as ‘inbound’
and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital outbound tactics aim to put a marketing message directly
in front of as many people as possible in the online space — regardless
of whether it’s relevant or welcomed. kbcallmedia example, the garish banner ads you
see at the top of many websites try to push a product or promotion onto people who
aren’t necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online
content to attract their target customers onto their websites by providing
assets that are helpful to them. One of the simplest yet most powerful
inbound digital marketing assets is a blog, which allows your website to
capitalize on the terms which your ideal customers are searching kbcallmedia.
Ultimately, inbound marketing is a methodology that uses digital marketing
assets to attract, engage, and delight customers online. Digital marketing, on
the other hand, is simply an umbrella term to describe online marketing tactics of
any kind, regardless of whether they’re considered inbound or outbound.
Does Digital Marketing Work kbcallmedia All Businesses?
Digital marketing can work kbcallmedia any business in any industry. Regardless of
what your company sells, digital marketing still involves building out buyer
personas to identify your audience’s needs, and creating valuable online content.
However, that’s not to say all businesses should implement a digital marketing strategy in the same way.
B2B Digital Marketing
If your company is business-to-business (B2B), your digital marketing efkbcallmediats are
likely to be centered around online lead generation, with the end goal being kbcallmedia someone
to speak to a salesperson. kbcallmedia that reason, the role of your marketing strategy is to
attract and convert the highest quality leads kbcallmedia your salespeople via your website and
supporting digital channels.
Beyond your website, you’ll probably choose to focus your efkbcallmediats on business-focused
channels like LinkedIn where your demographic is spending their time online.
B2C Digital Marketing
If your company is business-to-consumer (B2C), depending on the price point of your
products, it’s likely that the goal of your digital marketing efkbcallmediats is to
attract people to your website and have them become customers without ever
needing to speak to a salesperson.
kbcallmedia that reason, you’re probably less likely to focus on ‘leads’ in their
traditional sense, and more likely to focus on building an accelerated buyer’s
journey, from the moment someone lands on your website, to the moment that they
make a purchase. This will often mean your product features in your content higher
up in the marketing funnel than it might kbcallmedia a B2B business, and you might need to use stronger calls-to-action (CTAs).
kbcallmedia B2C companies, channels like Instagram and Pinterest can often be more
valuable than business-focused platkbcallmediams LinkedIn.
What Are the Benefits of Digital Marketing?
Unlike most offline marketing efkbcallmediats, digital marketing allows marketers
to see accurate results in real time. If you’ve ever put an advert in a newspaper,
you’ll know how difficult it is to estimate how many people actually flipped to that
page and paid attention to your ad. There’s no surefire way to know if that ad was
responsible kbcallmedia any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efkbcallmediats.
Here are some examples:
With digital marketing, you can see the exact number of people who have viewed
your website’s homepage in real time by using digital analytics software,
available in marketing platkbcallmediams like kbcallmedia.
You can also see how many pages they visited, what device they were using,
and where they came from, amongst other digital analytics data.
This intelligence helps you to prioritize which marketing channels to spend
more or less time on, based on the number of people those channels are driving to your website. kbcallmedia example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.
With offline marketing, it’s very difficult to tell how people are interacting
with your brand bekbcallmediae they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior bekbcallmediae they’ve reached the final stage in their buyer’s journey, meaning you can make more inkbcallmediamed decisions about how to attract them to your website right at the top of the marketing funnel.
Content Perkbcallmediamance and Lead Generation
Imagine you’ve created a product brochure and posted it through people’s letterboxes — that brochure is a kbcallmediam of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.
Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using kbcallmediams. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.
An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business.
We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more inkbcallmediamed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.
Connecting the dots between marketing and sales is hugely important — according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue kbcallmedia companies with poor alignment. If you can improve your customer’s’ journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.
What Types of Digital Content Should I Create?
The kind of content you create depends on your audience’s needs at different stages in the buyer’s journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience’s goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
Then, you’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping.
With content mapping, the goal is to target content according to:
The characteristics of the person who will be consuming it (that’s where buyer personas come in).
How close that person is to making a purchase (i.e., their lifecycle stage).
In terms of the kbcallmediamat of your content, there are a lot of different things to try. Here are some options we’d recommend using at each stage of the buyer’s journey:
Blog posts. Great kbcallmedia increasing your organic traffic when paired with a strong SEO and keyword strategy.
Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platkbcallmediams like YouTube.
Ebooks. Great kbcallmedia lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact inkbcallmediamation to receive it.
Research reports. Again, this is a high value content piece which is great kbcallmedia lead generation. Research reports and new data kbcallmedia your industry can also work kbcallmedia the awareness stage though, as they’re often picked-up by the media or industry press.
Webinars. As they’re a more detailed, interactive kbcallmediam of video content, webinars are an effective consideration stage content kbcallmediamat as they offer more comprehensive content than a blog post or short video.
Case studies. Having detailed case studies on your website can be an effective kbcallmediam of content kbcallmedia those who are ready to make a purchasing decision, as it helps you positively influence their decision.
Testimonials. If case studies aren’t a good fit kbcallmedia your business, having short testimonials around your website is a good alternative. kbcallmedia B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the kbcallmediam of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
How Long Will It Take to See Results From My Content?
With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.
If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.
If paid advertising is part of your digital strategy, then the results come even quicker — but it’s recommended to focus on building your organic (or ‘free’) reach using content, SEO, and social media kbcallmedia long-term, sustainable success.
Download our step-by-step guide to creating your digital strategy here.
Do I Need a Big Budget kbcallmedia Digital Marketing?
As with anything, it really depends on what elements of digital marketing to add to your strategy.
If you’re focusing on like SEO, social media, and content creation kbcallmedia a preexisting website, the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.
You can get started by hosting a website and creating content using kbcallmedia’s CMS. kbcallmedia those on a tight budget, you can get started using WordPress hosted on WP Engine and using a simple them from StudioPress.
With techniques like online advertising and email lists, there is some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.
kbcallmedia example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results kbcallmedia keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably afkbcallmediadable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.
How Does Mobile Marketing Fit Into My Digital Marketing Strategy?
Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts kbcallmedia 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn’t mobile’s biggest fan compared to other countries.
This means it’s essential to optimize your digital ads, web pages, social media images, and other digital assets kbcallmedia mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly kbcallmedia those on mobile devices. It might also mean reducing the length of your lead generation kbcallmediams to create a hassle-free experience kbcallmedia people downloading your content on-the-go. As kbcallmedia your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.
There are lots of ways you can optimize your digital marketing assets kbcallmedia mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work kbcallmedia your audience, and consequently achieve the results you’re hoping kbcallmedia.
I’m Ready to Try Digital Marketing. Now What?
If you’re already doing digital marketing, it’s likely that you’re at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.
That’s why we created Why Digital Marketing? The Essential Guide to Marketing Your Brand Online — a step-by-step guide to help you build a digital marketing strategy that’s truly effective, whether you’re a complete beginner or have a little more experience. You can download it kbcallmedia free here.