Danon

UNDERSTANDING DIGITAL MARKETING

Digital Marketing is generally thought of as “online marketing” but it is so much more. Digital marketing is any marketing that uses digital channels (website, email, social media, digital advertising, and mobile messaging) to reach customer and prospective customers.

Here are a few examples of the digital channels mentioned above:

Website

No matter how active you are on social media, it can’t replace your website. Your website is the digital “home” of your business and it is the one place online where you are completely in control of your message. Your website does not need to be intricate, but it definitely should be mobile-friendly. The digital marketing strategy should be to point all other channels back to your website!

Search Engine Optimization (SEO)

Search engine optimization (SEO) refers to the process of increasing website traffic using the organic (free) search results on search engines. Using the right keywords in your website, your social media presence, and references to your website from external sites is critical for taking advantage of free advertising. It can be hard to calculate the true value of SEO, that common question on many websites, “How did you hear about us?” is one way to get a pretty good idea.

Email Marketing

Email marketing is a low-cost digital marketing channel. It is much cheaper and quicker than traditional direct mail marketing but like direct mail marketing can often times end up in the trash or lost in SPAM filters. However, if you choose email marketing please keep in mind that more people are checking email on mobile devices so, like your website, make sure your messages are mobile-friendly. That means, keep emails short include a clear call to action design in a single-column format and use plenty of white space so it’s easy to click on buttons or links in the email.

Social Media Marketing

Social media is now the number-one marketing channel used by businesses. Most research is showing over 80% of businesses are using some sort of social media platform for marketing. Understanding the social media preferences of your customers (Facebook, Instagram, LinkedIn, Pinterest, Reddit, Twitter, YouTube, etc.) can help you determine which is best for your business.

Content Marketing

This is creating content (such as blog posts, white papers, infographics, videos, etc.) that you share digitally. The goal is to attract users to view your content and take a desired action. For instance, you might write a blog post on Digital Marketing and include a call-to-action such as “Contact us Danon Consulting for assistance with your digital marketing needs.”

Pay per Click (PPC) Ads

Pay-per-click digital ads appear when users do an internet search for the terms you use in the ad. This is very similar to SEO however as the name suggests you only pay when someone clicks on your ad. The most common place for PPC ads is on Google (using Google AdWords) but ads on Facebook and other social media channels are also considered PPC.

Digital marketing is important in business today but is also leveling the playing field for all businesses, small and large, so having the best digital strategy is critical your success. If your organization does not have the staff or digital marketing experience there are companies like Danon Consulting LLC can assist you with your marketing needs.