Digital Marketing: The Definitive Guide to Digital Marketing

数字营销不同于历史怎么样l marketing?

The difference between traditional marketing and digital marketing is simple.

Traditional marketing uses offline channels, while digital marketing uses digital channels. A traditional marketing campaign, for example, may use billboards, print ads, and mailers, while a digital marketing campaign may use social media, blog posts, and email to promote a business and its offerings. In recent years, the line between “traditional marketing” and “digital marketing” has begun to blur as even traditional channels like billboards, TV ads, and direct mail have developed a digital component to them.

Why is digital marketing important?

For companies today, digital marketing matters because it offers:

• Multiple online marketing strategies
• Cost-effective marketing solutions
• Level playing field
• Advanced targeting and personalization options
• Accurate campaign tracking and measurement
• Continuous campaign performance feedback

You can learn more aboutdigital marketing’s benefitsbelow.

Digital marketing offers multiple online marketing strategies

With online marketing, your company can pick from a range of tactics. Examples of digital marketing tactics include:

• SEO
• PPC
• Content marketing
• Conversion rate optimization (CRO)
• Social media marketingandadvertising
• And more

You have options, which isn’t always the case when using traditional marketing. With traditional marketing, you have fewer choices. You only have a couple of channels available, like radio, print, and TV, and many of these channels are expensive, which limits your choices further.

Choosing to use digital marketing gives your company access to a range of strategies. You can pick the ones that match your business, goals, and target market the best, which helps you maximize the impact of online marketing on your bottom line.

Digital marketing offers cost-effective marketing solutions

Price is another benefit of digital marketing.

Compared to traditional marketing, online marketing is extremely cost-effective. If you advertise online, whether on social media, websites, or search engines, you set your budget and bid for ad space. You have complete control over how much you spend, which isn’t the case when buying a billboard.

Flexibility is a big feature of digital marketing. Budgets and campaigns can be set to run anywhere from years to minutes. Coupled with precise targeting, businesses get agility that is often missing in traditional campaigns. If you launch a PPC campaign, for instance, and see that it isn’t performing, you can go ahead and pause that campaign. In comparison, once you buy a billboard, you have it for that entire duration of a contract, whether it works or not.

Digital marketing offers a level playing field

If you’re a small-to-midsized business (SMB), digital marketing also helps your company stand apart from larger brands. That’s because online marketing offers cost-effective solutions, like SEO, that can help your business reach its audience.

Large corporations are able to market themselves in ways SMBs often can’t. They take up prime real estate with company locations. They employ large numbers of cold-calling sales staff. They sponsor trade show and conferences with elaborate exhibits.

With digital channels, it is just as easy to click an ad for a large corporation as it is to click an ad for a small business. A Facebook Page for a Fortune 100 company looks the same as a Facebook Page for a 5 person company.

This even playing field can help your company bypass big brands and reach your target market.

You don’t have to worry about how your online marketing budget will compete with larger brands, either. Digital marketing offers several cost-effective strategies, including SEO, that you can use to get your products or services in front of your audience.

Digital marketing offers advanced targeting and personalization options

Making web marketing a part of your business strategy also gives you access to a range of advanced targeting and personalization options. Traditional marketing, which is broader, can’t compete with what digital marketing can provide you when it comes to targeting.

For example, with online marketing, you can use targeting options like:

• Age
• Location
• Interests
• Marital status
• Hobbies
• Device
• And more

These targeting options can help you amplify the other benefits of digital marketing, like its cost-effectiveness. If youlaunch a PPC campaign, for example, you could use targeting options like location and device to focus your ads on users most likely to convert, like by visiting your brick-and-mortar store.

Online marketing also makes it possible to personalize content with information like the following:

• Name
• Interests
• Purchase behavior

Creating a personalized experiencefor users, whether via your email marketing campaign or website, can lead to better marketing results. Anemail that recommends productsbased on a subscriber’s past purchase behavior, for example, can lead to another sale and even a word-of-mouth recommendation.

Digital marketing offers accurate campaign tracking and measurement

Online marketing solves a traditional marketing problem — tracking.

With traditional marketing, it’s difficult to track whether someone found your business via a billboard, radio ad, or newspaper feature. When you can’t track your marketing efforts, you can’t measure their performance, which makes it challenging to prove marketing’s worth.

It’s easy to track the performance and results of digital marketing.

Tools likeGoogle Analytics,Google Search Console, andGoogle Adsmake monitoring your strategy easy. With Google Analytics, for example, you can track website traffic, user behavior, and website conversions. In comparison, Google Ads provides a 360-degree view of your PPC ads. These types ofwebsite analyticsare absolutely integral to any digital marketing strategy worth its salt.

Even better, you can use programs likeGoogle Data Studioto compile all your data into easy-to-read and easy-to-sharedigital marketing reports. Tools like these help you showcase, as well as analyze, the performance of online marketing.

Digital marketing offers continuous campaign performance feedback

使数字营销的一部分业务trategy also gives you access to a marketing approach that provides constant feedback on your campaign’s performance, whether it’s your SEO strategy or PPC ads.

For example, if you launch a PPC campaign and update your targeting to exclude mobile devices, you may notice a sudden drop in conversions. That immediate response helps you react fast. You can undo your targeting update and get your campaign back to optimal performance.

Even long-term strategies, like SEO, provide constant feedback.

For instance, you can see if your keyword targeting strategy works well by analyzing your website traffic and website conversion rates. This analysis can help you uncover other areas for improvement, too, like your site’s design and usability, as well as content quality.

With all its benefits, digital marketing is a massive asset for companies, including yours.

How does digital marketing work?

You know thedefinition of digital marketing, buthowdoes digital marketing work?

Online marketing works by developing a coordinated,omni-channelstrategy that supports your target audience’s unique buying journey. That means your business uses multiple channels, like social, email, and search, to support an overarching strategy, like generating brand awareness, leads, or sales.

的角度看,想想这个数码公司g example:

• Goal:Earn leads
• Channels:Search, email, digital advertising
• Strategy:
  • Write a blog post that targets a middle-of-the-funnel (MOFU) need.
  • Optimize the blog post for search engines and users.
  • Include a downloadable resource that requires users to share their email address.
  • Build a drip campaign for those email subscribers to move them to conversion.

It’s a basic example, but the above scenario shows how companies can use digital marketing to achieve global goals, like attracting leads. While you can use online marketing channels by themselves, they work best when used together, which is one of the biggest challenges for digital marketers.

10 ways to use digital marketing as a business

If you’re curious about how your company can use digital marketing, check out these examples:

1. Build brand awareness with asocial media ad campaign on Facebook
2. Increase qualified website traffic with acontent marketing strategy
3. Generate purchases and leads with aPPC ad campaign
4. Improve website conversion rateswithCRO tests
5. Grow qualified website traffic, search result visibility, and sales with anSEO strategy
6. Target competitor locations and qualified leads withgeofencing advertising
7. Convert high-value leads with a dedicatedaccount-based marketing plan
8. Encourage customer loyalty and repeat purchases with anemail marketing campaign
9. Increase time on page and conversion rates byimproving your site’s page speed
10. Expand reach with marketing strategies onAmazon,Walmart Marketplace, andTarget+

These are just 10 digital marketing ideas.

Whether you’re in the business-to-business (B2B) or business-to-consumer (B2C) market, you can find creative ways to reach your audience through online channels. The customization and versatility of online marketing techniques make them useful for every kind of company. Here at WebFX, we’re both aB2B digital marketing agencyand a B2C digital marketing agency!

Digital marketing metrics

When it comes to digital marketing, there are arange of metricsyou can measure, including:

What does a digital marketer do?

Adigital marketerdevelops, implements, manages, and measures an organization’s online marketing strategy and campaigns. Many online marketers specialize in different types of digital marketing, like social media, SEO, content marketing, and PPC.

Generally, digital marketers aim to accomplish their company’s overall goals, like increasing revenue, by achieving smaller goals, like improving the organization’s website traffic, social media following, and conversion rate.

In almost all cases, online marketers will measure the performance of their business’s digital marketing strategy withmetrics, also called key performance indicators (KPIs), on a monthly, quarterly, and yearly basis.

How much does digital marketing cost?

Digital marketing budgets vary. The average small-to-midsized business (SMB), however, spends$2500 to $12,000 per monthon Internet marketing. Generally, companies will dedicate 6.5% to 10% of their revenue to online marketing.

If your business earned $1 million in revenue, for example, you would then set aside $65,000 to $100,000 for digital marketing that year. Every company is different, of course, so you may invest more or less in online marketing.

What determines digital marketing costs?

A few factors influence how much you spend on digital marketing, including:

Your online marketing strategy’s complexity

Web marketing plans can become complicated quickly, especially if your company uses multiple channels and teams for marketing your business. That’s why complex projects require a more significant investment because they need more resources and team members to succeed.

Your digital marketing tools

推销你的巴士iness online demands a toolkit, which will generally include tools for:

• Tracking rankings in organic search results
• Researching competitor strategies
• Developing content calendars
• Tracking content progress from writing to editing to publishing
• Scheduling, publishing, and monitoring social media posts
• Creating ads for social media and search campaigns
• Building, sending, and monitoring email campaigns

While your company can access some free tools, likeBufferfor scheduling social media posts, you’ll often need to set aside some of your digital marketing budget for paid tools, likeAhrefs, for researching competitors and monitoring organic search rankings.

Depending on your business, you may also invest in some third-party services, like:

• Freelance design
• Professional digital marketing services
• One-time consulting

These services often help your in-house team with managing your online marketing strategy.

A freelance designer, for instance, can provide high-quality graphics for your company’s blog posts, social media posts, and ads, which saves you the time of creating these images yourself. In comparison, adigital marketing agencycan streamline your entire strategy by leading and managing it for you.

Whether you choose to hire help or work in-house will depend on your company and its capabilities.

Whilelarge, enterprise-level corporationscan often handle their digital marketing campaigns in-house, many SMBs encounter bottlenecks. Not having enough team members, time, or even experience in an area can all bring your digital marketing efforts to a halt, which is where a third-party provider can help.

Your online marketing strategy’s aggressiveness

Like complex strategies, aggressive online marketing strategies require a more substantial investment. Your business, for example, may invest closer to 10% of your total revenue versus 6.5% to make your plan more competitive.

Whether your company requires an aggressive strategy will depend on your goals, as well as your industry. If you operate in a tough market where everyone uses online marketing, you will probably need an aggressive plan for promoting your brand.

8 types of digital marketing to know (and how to use them)

Looking to use online marketing to grow your business? Our digital marketing guide tells you what you need to know about eight of the most common digital marketing channels. Thetypes of digital marketingthis guide covers are:

• SEO
• Content Marketing
• PPC
• Social Media Marketing
• Email Marketing
• Social Media Advertising
• Video Marketing
• Web Design & Web Development

SEO

Average investment:$750-$2000 / month

Using SEO as a digital marketing strategy, companies can increase their visibility in search results on Google and other search engines. With a better spot in search results, your business can earn more website traffic, leads, and sales. Since93% of online experiencesstart with a search engine, SEO is a must.

What is SEO?

SEO is an online marketing strategy that improves your visibility or ranking in search results relevant to your business and target market. Increasing your ranking requireson-page SEOandoff-page SEO. These two tactics focus on making your site friendlier and more authoritative to search engines and users.

What are the types of SEO?

When you use SEO as a digital marketing technique, you’ll use a fewtypes of SEO, including:

Technical SEO

Technical SEOis the practice of using coding languages to identify different parts of a page.

Most of the time that requires using a coding language like HTML, CSS, Java, JavaScript, PHP, or Schema.

Regardless of the languages you use to create your site, you need to write the code well enough for search engines to read it.

You don’t have to be a computer programmer to make simple changes to your site’s code, though. In fact, if you spend some time doing your research, you can find places online to learn them for free.

But regardless of whether you learn the languages yourself, it’s important to remember the three most important HTML “tags” of technical SEO:

• Title tag