In the world of business development and branding, going digital is all the buzz. So what is digital marketing and how can we use it to grow our business?
Digital marketing is defined
Houston Digital marketing is advertising and promotion of business and their brand through digital media channels. Digital Media, at this time, includes websites, social media, radio, television, mobile phones and even digital forms of non-traditional media such as billboards and transit signs. Basically any marketing medium delivered electronically is considered as digital marketing.
It only makes various forms of marketing person-to-person (P2P), print advertising and direct marketing outside the digital marketing umbrella. Even then, print ads, direct mail, directories, print, billboards and posters all start to connect to their digital counterparts. With items such as landing page URL, QR codes, web banner ads, online directories, and text code, traditional marketing and advertising is almost always connected to digital marketing.
Why the focus on digital media?
The shift to digital media is driven by marketing agencies, business owners and consumers. The increasing demand to demonstrate measurable results makes a digital dream for a digital marketing agency. Most digital media, including web sites, social media and mobile advertising are much more easily tracked than traditional marketing media such as print ads.
For business owners, many forms of digital advertising are very cheap. Having a web presence, engaging customers in conversations through social media and e-mail marketing is a low cost alternative to print advertising and direct mail. These digital channels are available to businesses of any size, and help even the playing field for start-ups, small businesses and independent consultants who are looking for new business.
For consumers, the rapid pace of life makes digital advertising a necessity. When consumers need goods and services, gone are the days of thumbing through the phone book to find it. Now, we set up our mobile device or go to our computer to answer – and we found it sooner.
Using digital media to build your business and your brand
Whatever the size of your business – business / big or small to medium-sized (SMB or SME) – you can effectively market your business through low-cost digital channels. The foundation of your marketing efforts will be your website. Invest wisely in your website, and make sure that the following things:
- Adequately represent your business and your brand (look and feel, messaging)
- Pretty much speaks to your target audience
- Can be found by searchers in the top search engines
- Cutting-edge and easy to navigate
- Providing multiple channels for customer communications
- Linked to other marketing efforts
It is recommended that you work with a professional web design company that is skilled in web development and search engine optimization. Because your website is the foundation to and from which all other digital channels will lead, it should be considered as one of your top business investments.
Once your website is complete, the next step is launching a campaign monthly or bi-monthly e-mail regularly, and connect with customers through social media. If you really do a shoestring budget, this is an effort that can be done at home (by someone with the proper knowledge) or at low cost by a digital marketing agency outside. Make sure that all your efforts lead customers back to your website where they can be fully engaged with the business, products, and services, and choose the channel through which they contact you.
If you are interested in being aggressive with search marketing, you can set aside a number of digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses today are very dependent on being found online to get new customers. A common misconception among business owners is that only having a website means that customers will find it. Not like that. Your site must be built with certain keywords and phrases, meta data, page content, and connecting strategies that will help reach the top search rankings.
Because many keywords and phrases have strict competition for the top search ranking, you must complement your organic search engine optimization efforts with pay-per-click ads. Entering with a pay-per-click advertising campaign can be a little scary, but with a little time, effort and instructions, which can also be resolved at home, or for reasonable costs through digital marketing agents outside.