Digital marketing works by using digital channels and tools to promote and sell products or services. These digital channels include search engines, websites, social media platforms, email, mobile apps, and more.
Search engine optimization
SEO involves optimizing a website to rank higher in search engine results pages (SERPs) for specific keywords related to the business. This can be done through on-page optimization (making changes to the website itself) and off-page optimization (building high-quality backlinks to the website). By ranking higher in the SERPs, businesses can increase their visibility and attract more qualified traffic to their website.
According to a survey by Digital Marketing Institute, 93% of businesses saw an increase in traffic after investing in SEO.
PPC involves placing ads on search engine results pages or other websites, and only paying when a user clicks on the ad. This can be an effective way to drive targeted traffic to a website, but it requires careful management to avoid overspending.
PPC advertising can drive qualified traffic to a website, with a Google study finding that PPC ads can increase website traffic by 50%.
Social media marketing
It involves promotion of products and services through social media platforms like Facebook, Instagram and LinkedIn. This can include creating and sharing content, running paid ads, and running social media campaigns.
Social media marketing can lead to increased brand awareness and customer loyalty. A survey by Sprout Social found that 52% of consumers said they became more loyal to a brand after interacting with them on social media.
This involves sending targeted, personalized emails to a list of subscribers in order to promote products or services or nurture leads.
One example of how a business might use email marketing is to send a newsletter to subscribers on a regular basis. The newsletter might include updates on the business, special offers or promotions, and links to new content on the business’s website.
The constant contact found that email has an average ROI of 32 times, means for every $1 you get $32 back.
This involves creating and distributing valuable, relevant, and consistent content in order to attract and retain a clearly defined audience. This can include blog posts, videos, infographics, and more.
Content marketing can lead to increased conversions and sales. A study by the Content Marketing Institute found that businesses that use content marketing see a conversion rate that is six times higher than those that do not.
Overall, digital marketing can be an effective way for businesses to reach and engage with customers, drive conversions, and improve their ROI. It’s important for businesses to stay up-to-date on the latest trends and best practices in digital marketing to get the most out of their efforts.