Introduction to ‘what is’ of digital marketing
If you are here, you have heard of digital marketing and lot of digital marketing terms before. And interested in knowing what does each mean and how you can use it for your business. Also, what does a good digital marketing strategy really mean? This article series will answer all the doubts you may be having about setting up your own digital marketing strategy. This is the first article of the series.
Digital marketing is like a plethora of choices you can have to establish or increase your online identity of your business which will be used to achieve your business goals and improve brand image. A good digital marketing strategy is always in sync with your business goals and does not work independently.
The obvious points which will come under a digital marketing strategy may involve following:
Website design
Designing a website which displays your business offerings to a user
App development
Your business may have an app if required. An app generates more business in most cases than from your website.
UX design
Your website and app should be easily navigable and understandable to normal users. It should work across devices and operating systems.
Search Engine Optimisation
The most important of all is search engine optimisation. You can have more information about this here.
Search engine marketing
A good combination of SEO goes with equally good SEM. It is a paid strategy but boosts your overall standing in Google search.
Social media optimisation
SMO means putting correct information about your business, categorising your pages rightly, and using relevant hashtags in your posts.
Social media marketing
This is a paid strategy used to reach the right audience by applying filters on social media.
Lead generation
SEM or SEM can be used to capture leads from the customers with the help of targeted ads. But SEO can also be used sometimes to capture leads from the visitors. And there are other techniques also.
Funnel marketing
Categorises your visitors into various stages of buying process or business goals and target them differently. This means depending on the stage in which a user is, s/he will be addressed accordingly. You may use services like Geru or Funnelytics for visualising funnel and Unbounce or ClickFunnels to design good landing page that converts.
Email marketing
Businesses keep communication to its users using this. It also plays a key role in personalising deals, building relationships, and improving loyalty. You cannot use your normal email address for sending mass emails for marketing. You will need access to mailchimp, octane, or similar specialised email marketing service.
Customer journey mapping
Business maps the entire journey of a customer right from the first point of interaction to the end of conversion. This helps in understanding which medium is crucial for your business, which medium is eating up the resources, and which medium you can improve upon.
This is not the exhaustive list of what could come under digital marketing strategy. We will be discussing more about each of these and many more ways in the coming days. You may find rest of the articles here.
