What exactly does it mean?
Digital marketing is any form of marketing service or product that uses digital technology. It includes all the channels that a business can use to market themselves online and it has a huge influence on our habits, purchases and interactions.
Smartphones mean that many of us are exposed to digital marketing constantly throughout the day, via many channels. As well as growing, digital is always evolving, meaning agility is essential to keep your digital marketing strategy relevant.
Companies should choose their channels carefully to hit the right audience and maximise their return on investment. At Crocstar, we have our finger on the pulse of what is relevant now, in terms of channels and strategy.
Let’s explore the different channels under the digital marketing umbrella.
SEM, SEO, SERP... what?
There is lots of jargon and acronyms thrown around in digital marketing. SEM (search engine marketing) incorporates SEO (search engine optimisation) and both share the goal of increasing visibility in search engine results. SEO can get you to the top of the SERPs (search engine results pages) for free by making sure your website copy incorporates lots of the keywords your customers are searching.
PPC and AdWords
These are paid ways to enhance your website’s visibility. PPC (pay per click) works by a search engine a certain amount to have them list ads for your site at the top and right hand side of the organic search listings. When someone clicks on your ad, you pay the current Cost Per Click (CPC) from your budget. When your budget is used up, your ad will disappear until it is next scheduled and more money has been added to the pot. Local or global customers can be targeted. Getting the right audience to see your content is really useful- if you run a neighbourhood bakery, you want people closeby to know about you. AdWords is Google’s PPC product, and it controls 90% of the search engine market, so no prizes for guessing where you should put your money.
Straight to your inbox
Email marketing, which is sending emails to an engaged subscriber list, can be very effective. Of course your customers need to stay subscribed and with GDPR that may be difficult to do. (Email signups can be driven through social media or via your website.) A good newsletter email keeps subscribers engaged - people look forward to reading it and take time out of their day to do so. A newsletter can also be used as a powerful piece of content marketing - not a direct sell but an interesting read to keep a brand at the forefront of your mind.
We create newsletters for our clients with engaging and relevant content that their subscribers enjoy. More subscribers = more sales. Want to see some examples? Get in touch and we’ll send you some, along with the open rates.
Social media marketing
Social media is a massive player in digital marketing and it should be central to your digital strategy. Many people engage with multiple social platforms multiple times per day. It’s quick to set up and you can begin building a following as soon as you have a profile, as well as following other relevant brands or companies in your field to get your name out there.
Social media marketing is dynamic, it creates a two-way communication channel that lets you learn a lot about your audience and means they can interact with you. Using hashtags increases your search visibility on social and allows you to join discussions on topics relevant to your business. Check out our hashtag etiquette guide to learn more about making people fall in love with your brand.
Influencer marketing, usually via social media, taps into an already assembled community of consumers. Influencers appeal to a defined group of like-minded individuals and can indirectly sell products by using them, posting photos of them or talking about them. Seeing someone you admire endorsing something you are interested in is a powerful marketing tool. Where once celebrities would have endorsed products, many brands now use influencers and micro-influencers to target a more specific market.
Taking a break from dresses and going back to basics in @farnol pima cotton. #farnoleveryday #farnol365 [📷 @jordanbunker] AD
A post shared by Brittany Bathgate (@brittanybathgate) on Jul 2, 2018 at 7:57am PDT
Video is a booming aspect of digital marketing. The beauty of video is that it communicates lots of information quickly with visuals and sound. Video content provides instant connectivity with your audience and they can interact with comments. YouTube paved the way and now Facebook and Instagram stories have made it even easier and quicker to get video out there, engaging your following in real time. The power of video content as a digital marketing strategy is undeniable - ‘going viral’ can produce overnight success and pages with video content have been proven to have higher conversion rates. At Crocstar we are specialists in creative storytelling through video.
This is using big data to gain insights into consumer habits and personalising marketing accordingly. This better understanding of your customer allows you to apply a more focused and tailored approach to your marketing, meaning better engagement, more conversion and sales. Knowing your customer better through data also leads to a more refined, improved product. Data-driven marketing can be retargeting previous customers with similar products, sending specific marketing emails and leveraging keyword data to move your website up the SERPs.
We hope that’s made digital marketing a little clearer for you and if you want to know more, we can pull together all the relevant channels and content for your business to make your strategy sing. Simply get in touch.