Every business and every vendor needs to have an online presence. In the era of the internet, anyone who doesn’t have an internet profile finds themselves severely cut off from new potential customers. They are also cut off from new developments in their own business. It doesn’t matter which industry the business belongs to if they don’t have an internet presence they are getting left behind.
The good news is that there are tools which enable digital marketing and boost business at a very low cost. For some strategies, one may not even need to spend any money. While those who spend money on their marketing strategies get gains manifold, a company in its nascent stage can start marketing themselves for free.
Anyhow, there are digital marketing campaigns that every business needs to run for itself. Depending on the nature of the industry and its consumers, the campaign may differ. But the basic steps remain the same for every type of company. Here is an overview which is moldable to every kind of industry.
Know your audience
In simple terms, an audience is anyone who is interested in the business and is a potential customer. Anyone who can benefit from the business’ products and services are the business target audience. When a company conceptualizes its products and services, there is always a target demographic in mind, isn’t there? It’s the same with digital marketing. Here the target demographic is the business’ target demographic. It’s quite easy.
The slight difference with digital marketing is that you can reach a larger number of people than you could with print marketing. This also changes the marketing campaign because you can now target a part of the audience. If the target audience is millennials then the campaign would consist of infographics and creatives with a little information about the product and service. The medium of marketing would change to more of social media like Instagram and Facebook. The older generation would be more interested in discounts and the longevity of the products.
Identify the right channel
The right channel makes all the difference. The medium through which the marketing is done has to reach the audience. If the campaigns are run on social media, but your audience doesn’t use much of it then the campaign is for naught. Digital marketing means that the entire campaign is digital. Social media, search engines, mobile marketing, online reputation management, and content are just a few ways of converting audiences to actual customers.
There are a few essential industries that are making use of online marketing too. Medical professionals and B2B companies have recently delved into digital marketing. You can see the entire guide if you’re interested in knowing the entire process of effective marketing for such industries. A delicate procedures as plastic surgeries have made an online presence too. This is relieving not only to professionals but also customers who are looking for such services.
Social media has taken the world by storm, and for good reason. It connects people and everyone has the world at their feet. Marketing professionals can make use of this and create a customer base worldwide if they want. The possibilities are endless.
The top social media platforms on the internet today are Facebook, Instagram, Twitter, and Snapchat. People across the globe use these sites and they have more than 800 million users each. Understanding their own marketing potential these platforms have even inculcated analytical tools. They enable users to run their own campaigns without the use of any external tools. Could there be more of a reason not to use social media as a marketing tool?
The campaign for each platform and business needs to be conceptualized separately. It is suggested that a marketer does extensive research on the business and their customers to come up with an effective strategy. For example, a larger portion of the target demographics may use Twitter rather than Facebook. A campaign that targets Instagram or Facebook followers, could lose out on the larger part of the relevant audience. It is also important to experiment and see which strategy is the most effective.
Use search engine optimization
Search engine optimization or SEO (as it is more commonly known), is a natural, easy and long-lasting process of boosting a website’s ranking on the SERPs. As the algorithm for SEO keeps changing, it is very dynamic. There are always new ways to optimize the content on the website.
Search engines crawlers search for relevant keywords and optimized content. The more optimized it is, the higher the ranking in the search results. If the website has a blog, it is given that the content on the website keeps expanding. The current algorithm requires content to have a 1% keyword density, which means that there should be one keyword in roughly 200 words of content.
Another way to boost SEO for your website is to acquire links from higher ranking websites. The link juice from these backlinks is an indication that the website is genuine and trustworthy. The more links from good websites there are, the better is the trust quotient.
These are the very basics that can induct a new website into the world of digital marketing. While using money will propel the website higher on the SERPs, new businesses may prefer to start slow. All these tips can also be implemented free of cost. There are many layers of digital marketing. If you wish to delve deeper, it is best to hire a professional to do it.
Established businesses either outsource their digital marketing or hire a team in-house. Marketing that is done on a large scale and requires a lot of money, needs precision. A marketing professional would be well versed in the ongoing trends and be able to give your business an edge above the rest. They’d go through other necessary processes like competition analysis which an individual business may not be able to find the time for.
Marketing is dynamic- both online and offline. Keep up with the trends for the best results and don’t hesitate to experiment.