Last Updated on September 22, 2023
Every new business that is introduced into the ever-saturated stratosphere is advised to build its digital marketing strategy. But the question is, what are digital marketing strategies? What are the marketing tactics that are capable of changing the game for new or established companies alike? How do fresh startups leverage them? And how do well-established enterprises incorporate them into their pre-existing marketing campaign? The answer lies here.
What is Digital Marketing?
A concept that can convert a cent into profit and a glance into brand loyalty is digital marketing. Also known as online marketing, it’s the practice of promoting a brand on digital channels. The platform include email (the oldest in the league), websites, and social media. In digital marketing, the campaign leverages digital communication to cater to audiences from all around the globe.
Digital marketing dates back to the 1970s when the first email was sent. Soon after email was considered an ideal means of electronic communication. Later in the 1990s, the term was coined and the concept grew parallel to technology development. Along its journey, the world witnessed the introduction of server/client architecture and awareness of personal computers. Together, these advancements and Customer Relationship Management (CRM) applications contributed to the popularity of digital marketing.
Then the introduction of the iPhone and the rise in the Internet users established a virtual world. Now people were inclined to make their decision without consulting a salesperson, on an online platform. A decade later, social media arrived and consumers found themselves relying more on such channels. Hence, brands were keener to derive a digital marketing strategy that would attract the audience. This gave birth to Facebook ads and other similar initiatives to increase brand awareness.
Fast forward to today, when the pandemic unveiled the potential of online shopping. People started browsing online stores while companies established e-commerce websites to accommodate their consumer’s preferences. Today, digital marketing strategies have enabled brand-consumer interaction on a global level without any tangible limitations.
How is it Helping Businesses make an Impact?
Digital marketing is helping businesses just like traditional marketing did, only in a much more comprehensive way. A digital marketing campaign can take brand awareness from headquarters to devices anywhere on the globe. It is contributing to better brand loyalty, traffic, and ROI. One primary way how web marketing is making an impact is by helping businesses sustain themselves. Therefore, companies that do not invest in digital marketing strategies, end up being lost in the ever-growing stratosphere.
If you hear from a digital marketing specialist, they’ll explain how a single strategy can yield numerous results. These consequences help companies in a variety of ways, such as:
Improving Website Traffic
For every single digital marketing strategy, the common goal is to drive maximum traffic to the company’s website. Every consumer has a reason to visit a company’s website. They may be there to explore the products, contact the team, or read a blog. Moreover, around 2-3% of visitors may also end up making a purchase, either out of impulse or intentionally.
The more traffic a website experiences, regardless of the digital marketing strategy used, the better it’s for the company. In such a way, a brand can offer more and better opportunities to potential customers. As a result, it revels in amplified leads, conversions, and consequently sales. When sales go high, so does the brand’s worth amidst its competitors.
Better Storefront Traffic
This digital marketing strategy is more suited for businesses that operate via a brick-and-mortar store. Here, the goal is to drive as many people to the store. On contrary to an online store, people who enter a shop are more likely to make a purchase. To invite more people to a store, it is important to spread the word in the town.
When people need to find a product or service near them, they rely on online search. Therefore 80% of local searches are successful in converting into revenue. Since the first SERP of Google is the ideal place to be, businesses seek to exist there. In such cases, one of many digital marketing examples is local SEO which increases foot traffic.
The principle and most sought objection of every digital marketing strategy are to drive revenue. The fact is particularly important for businesses that rely on their online sales to survive. Such enterprises strive to get their brand awareness to the public and then drive traffic to online or physical stores.
To achieve its goals, the company partners with agencies that would craft personalized digital marketing strategies. Such result-driven tactics are targeted to invite potential demographics and compete with rivals. Consequently, the company revels in revenue generation that maneuvers its way to the top.
The digital world is continuously evolving, and so are its trends. Hence, it is natural for marketing tactics to change and upgrade with time. The entire process is that of trial and error and the key is to remain consistent. To achieve a digital marketing strategy that yields continuous results, it is important to adapt.
Every business has its targeted demographics and it is crucial to be aware of them. You should know on which social media channels your consumers are dominant. What is their preferred mode of marketing? Do they respond to emails or notifications? The answers to these questions can help companies design and execute their digital marketing strategy. Customer awareness amplifies brand awareness, something that every company desires.
Understand the End Result
The aim of a digital marketing strategy should not be quantitative and based on numeric profits. This leads to nothing but short-term success. On the contrary, the focus should be on customer satisfaction. Businesses that prioritize their consumers will design their digital marketing strategies accordingly. As a result, they’ll assist the buyer through the sales funnel. While it considerably increases sales, it also contributes to brand loyalty. Brand loyalty is a factor that ensures that the sales figure continues to sustain itself on a higher scale.
Whether it is a conversational blog or media that speaks to the consumers, content empowers any digital marketing strategy. When you link the website’s articles to an offer on the landing page, you are increasing your conversation chances.
The 5 Digital Marketing Strategies that your Campaign Need
There are different types of digital marketing practices, each of which benefits a business in different ways. However, the 5 most-sought include SEO, SMM, search engine marketing, social media marketing, email marketing, and pay-per-click. Each of them plays a distinct role in helping a brand establish its identity on a global scale. Following are some widely used digital marketing strategies that have been known to yield effective results for enterprises:
1. Social Media Marketing
Social media marketing leverages the potential of social media platforms to identify, connect, and convert the target audiences. It is one digital marketing strategy that is aimed at establishing brand awareness and amplifying conversion. It involves one or more social media channels, depending on the saturation of prospects on these platforms.
SMM presents informational and promotional content to create brand awareness and attract leads to the brand’s site. A part of the digital marketing strategy is running ads on platforms such as Youtube, LinkedIn, and Pinterest. Unlike the conventional mindset, these channels contribute as greatly as Facebook or Instagram do.
It’s estimated that more than 70% of customers prefer social media to make a purchase. Be it word-of-mouth through customer reviews or engaging content, social media marketing contributes greatly to business. Therefore, it is one of the leading digital marketing strategies harnessed by companies today.
2. Search Engine Optimization
Search Engine Optimization (SEO) is perhaps, the most accomplished digital marketing strategy today. It is the practice of improving a website’s ranking on search engine result pages. SEO involves optimizing a website with keywords and phrases specific to a brand’s a product/service. The more keywords that rank well, the higher the website ranks. As a result, it appears more to people who’re actively searching for related keywords.
The main objective of SEO is to initiate better web traffic from the brand’s target audience. It utilizes keywords that meet every kind of search intent – be it transactional or informational. Moreover, local SEO has changed the game for digital marketing for healthcare. It helps healthcare facilities, providers, and patients connect to each other in nearby vicinities.
Attorney marketing is a viable digital marketing strategy to amplify a law firm’s web traffic. It leverages SEO to improve the law firm’s ranking on the SERPs and targeted advertisements to find potential clients. Digital marketing agencies put several attorney marketing tips to effect to help their client reach their goals.
Since 80% of consumers prefer searching for products online and 75% of searchers are inclined towards the first page. These statistics reinforce the importance of SEO if a business desires better recognition, traffic, and lead conversion.
3. Search Engine Marketing
Like SEO, Search Engine Marketing (SEM) is another digital marketing strategy that improves a website’s ranking on search engine result pages. However, unlike SEO which drives traffic through organic strategies, SEM depends on paid advertisements. It leverages tools such as SEMrush, Google Trends, and Google Ads Keyword Planner for a coherent campaign.
It is one of those digital marketing strategies that help businesses evolve in an oversaturated market. The technique improves brand recognition to amplify reach and increases conversion. It involves specific keyword targeting to connect to prospects based on their geographical location or buyer persona. SEM ensures quantifiable growth through ads that appear to the right customer.
4. PPC – Pay Per Click
Pay-per-click (PPC) belongs to the umbrella term, SEM and is one of the most cost-effective digital marketing strategies. It includes an auction-based advertising system in which the company bids on certain keywords. When a user searches for that particular keyword, the ad appears at the top of the organic search. Companies only have to pay for the ad if the user clicks on it, not for the space.
PPC prefers transactional search intent as here the user is 50% more likely to make a purchase. When the user clicks the ad and arrives at the landing page, the CTA will convert them into leads. The digital marketing strategy that helps companies earn $8 for every $1 that they spend on Google Ads.
5. Email Marketing
Email marketing is perhaps, the oldest, and the most cost-effective digital marketing strategy out there. According to a digital marketing specialist, it is an ideal technique to sustain existing customers and add new ones. It is one of the digital marketing strategies that keep the brand name on top of mind.
It is more oriented towards creating and marketing campaigns and increasing awareness. It provides the target audience with valuable content that keeps them subscribed to the brand. As a result, if customers don’t make a purchase immediately, they’ll remember the brand for the future.
Email marketing has sustained itself as a viable digital marketing strategy because of its advantages. It offers an average ROI of $44 for every $1 that is invested, which accounts for 4400% ROI. It also contributes 50% more sales than other lead-generating digital marketing strategies.
Do you know Digital Marketing Examples that Changed the Game for Companies?
An amalgamation of all the strategies discussed above forms a digital marketing campaign. Such campaigns have been known to amplify brand awareness for companies regardless of their scale. Some popular campaigns include Apple: shot on iPhone media marketing campaign. It includes digital marketing strategies such as social media marketing, content marketing, and both online and offline advertisements.
For small-scale businesses, ideal digital marketing strategies include a social media campaign featuring influencers. Entrepreneurs can also leverage content marketing or growth marketing to assure sustainable success and consistent revenue. Such a strategy-based approach is viable in achieving short-term goals and working towards long-term benefits.
Why is a Digital Marketing Strategy Important?
In addition to yielding monetary benefits, digital marketing strategies also offers advantages that resonate for a long time. A digital marketing campaign is more cost-effective and resourceful than a traditional marketing approach. Be it driving traffic, generating leads, or increasing ROI – it doesn’t describe the full potential of digital marketing. By leveraging a well-thought digital marketing strategy, a business can revel in the following advantages:
As discussed before, every business has a target audience that is more suited for its product or service. The goal is to find and serve only such prospects rather than those who’re not interested in the brand. However, in traditional marketing tactics, such as a billboard or an advertisement, one cannot target the audience. No one knows whether the prospective customer would come across the message and it’s a shot in the dark.
However, a digital marketing campaign not only aids and abets in identifying audiences but also helps target them. By relying on social media’s targeting feature, a company can ensure that only a specific audience comes across their advertisements. These initiatives such as Instagram ads are a personalized, high-converting marketing approach that targets audiences based on variables. You may specify your demographics by age, gender, geographical location, or interests.
Secondly, strategies such as PPC or SEO also locate people who search for keywords related to your product/service. As a result, businesses can identify your buyer persona and optimize their digital marketing strategy accordingly.
Be at the Same Level as your Competitors
Gone are the days when small businesses would hesitate to compete with those who invest millions of dollars in their marketing campaign. The digital era has empowered small to medium-scale businesses to supersede the executives with smart digital marketing strategies. Content marketing and search engine optimization are some propositions that can render feasible results.
One way to do so is to look out for long-tail keywords that are specific to your product or service. Then create high-quality and engaging content so that it may rank better on SERPs. Search engines prefer quality over the brand name and hence even young brands can rank higher than well-established ones. Therefore a well-executed digital marketing strategy can bring newer businesses at par with those that already exist.
Delivers Measurable Results
A billboard or a newspaper advertisement may have all the right elements, but it doesn’t assure tangible results. It does not provide a clear insight into the campaign’s performance, its view count, and impression. On the other hand, all types of digital marketing tactics give a comprehensive overview of its achievement. Be it the number of shares, views, click, or retention time – it helps digital marketing specialists understand the campaign’s efficiency.
Any digital marketing strategy that you may choose to go with, allows you to monitor results in real-time. Be its website traffic, content performance, or lead generation – it tells where the campaign is lacking. A little tweak can help you get back on track without losing much resources.
Adapts to Change
As beneficial as it may be, it’s true that a digital marketing strategy may also fail to deliver. However, by being flexible to change, the plan doesn’t need to be started from scratch. For instance, if the audience does not respond as expected, you can pivot the approach accordingly. Unlike traditional marketing, all you need to do is to pause the ongoing campaign, make changes, and resume it.
Engages Audience from the Start
To propel the lead towards the customer funnel, it’s important to engage the audience from the beginning. Digital marketing strategies allow businesses to analyze the customer’s behavior throughout their buying journey. As a result, they’re more aware of the buyer’s persona and their interest and can adjust the campaign accordingly. Moreover, if the consumer does not convert into a lead, they are still connected to the brand.
How to Create Digital Marketing Strategies that Speak to the Audience
A digital marketing strategy can deliver everything promised in the article, only if it’s created the right way. To get started with an efficient digital marketing campaign, it is important to following steps:
Know your Audience
Digital marketing specialists cannot emphasize enough the importance of understanding a business’s target demographics. Before establishing any digital marketing strategy, every business should identify and locate its prospects. There are many ways to do so, like gathering analytics from websites, email marketing, and social media channels. Companies also leverage surveys and information from the customer support department to gain insight into customer preferences.
There are many digital marketing strategies that businesses rely upon to promote themselves. However, each one needs to have a distinct goal that goes beyond online promotion and reach. Your goal should be SMART, as in specific, measurable, achievable, realistic, and timely. Those who set such objectives revel in both short-term and long-term growth.
Establish your Brand
The brand is just more than the name from which customers differentiate a company from others. It is an amalgamation of various aspects such as brand identity, value, equity, and awareness. Companies should define their unique selling points (USPs), value proposition, and their brand’s importance to the user. By doing so, a customer would be more drawn towards a brand that is more explicitly defined to them.
Make the Right Decision
You may have heard of numerous digital marketing strategies, but it’s crucial to pick one that suits your brand. While creating your digital marketing strategy, companies should pick what’s ideal for them, rather than what’s trending. For instance, the ideal approach for digital marketing for healthcare would be email marketing. It is a channel that can bring patients to the website and consequently make an appointment. While email marketing would not suit various business niches, it helps the healthcare sector considerably.
Set a Realistic Budget
Like every other business operation, digital marketing requires an adequate budget. To avoid last-minute disruption, it’s better to research thoroughly digital marketing pricing. The cost of a digital marketing strategy ranges between $2,500 to $12,000 per month. Personalize your online marketing approach according to your budget so that it does not burden the business.
Introduce your Campaign
Now that all the planning’s done, it is time to launch the campaign. However, digital marketing specialists deem it pivotal to assure that all online channels have information-tracking features. They help to track the efficiency of a campaign for necessary amendments.
Monitor the Efficiency
Google features various tools that help businesses monitor the campaign’s performance. For example, Google Analytics and Google Ads are some ways to scrutinize the results.
What is Digital Marketing Agency and How do You Choose One?
A digital marketing agency is a company that assists businesses to connect to their target audience. It does so through single-channel, multichannel, and cross-channel marketing. Single-channel and multichannel digital marketing involve the interaction of customers through platforms like websites, email, or social media. On the other hand, omnichannel marketing leverages all possibly available channels and prioritizes customer experience. They employ one or multiple digital marketing strategies so that businesses can revel in their benefits.
There are different types of digital agencies, such as SEO agencies, social media agencies, and web agencies. Each such agency offers a specific type of digital marketing strategy or others. For example, there are SEO agencies, social media agencies, and web agencies. However, a full-service digital marketing agency provides comprehensive services. Digital Auxilius, for instance, is an agency that derives tailor-made solutions for its clients. Their premium digital agency services are backed by continuous research to help businesses sustain themselves in a saturated market.
GET STARTED IN THE DIGITAL WORLD, TODAY!
According to SBA estimates, the United States welcomes more than 600,000 businesses each year. These initiatives account for nearly half (47.5%) of the country’s total workforce. Given the saturation of the business stratosphere, it is challenging for new initiatives to set their mark. By leveraging a digital agency such as Digital Auxilius, you can take your brand recognition to a global level.
Our omnichannel and scalable digital marketing strategies are designed as per your business needs. Our digital auxiliary strives to help you compete with the most eminent businesses in the league.