Businesses are experiencing something new and unknown. The spread of COVID-19 and the measures governments across the world have had an enormous effect on the markets, rocking big firms and threatening SMEs’ livelihoods. About 1.5 million people are currently working from home with more switching to remote work daily. And while face-to-face interactions are dropping, our collective online presence is growing. This shift to digital communications and business means that there is no time like the present to invest in digital marketing.
What is digital marketing?
Digital marketing is the practice of using SEO, PPC, social media and website content to drive users to your site and convince them to use your product or service. Digital marketing has grown to become a multi-channel strategy including;
- SEO (Search Engine Optimisation)
- Email Marketing
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Online PR
- Inbound Marketing
- Native Advertising
Each of these channels serves businesses in different ways and shows the myriad ways you can use digital marketing strategies to reach your audience. If you can’t use the side of a bus or a billboard to reach your audience then digital marketing is the only way to be seen in today’s uncertain world.
SEO, PPC, social media marketing, and content writing underpin all online business. Here is a brief breakdown of these four main pillars to help you understand what channels are best for your business.
While each of these channels is a strong marketing tool on their own, together they magnify your online effect and ensure you get clicks to your site, and digits in your bottom line.
SEO, or search engine optimisation, is the practice of tuning your website to appeal to search engines like Google. Skilled SEO teams will optimise your site by targeting keywords to add to your site content, optimising images with meta and alt text, mapping out your website and looking for links to build. All of these amongst other SEO tasks make it easier for web spiders to crawl your website and give it a score. The higher the score, the higher you end up in the search results when somebody googles something.
SEO is as simple as that, at least from the client’s point of view. Our experienced SEO team have spent years developing a critical eye for detail. We can seek out quick wins and long term goals in a heartbeat and offer a comprehensive SEO solution.
PPC, or Pay Per Click, is a digital advertising model in which businesses pay a search engine to advertise to users. Advertisers pay per click, and as a result, optimising clicks to conversions is key to its success.
PPC is ideal for eCommerce sites and businesses who need immediate advertising and results. PPC focuses on internet users who are searching for your service or product directly. These people are already partway down the funnel and are looking for a business to provide them with a solution. PPC catches these people and convinces them to do business with you.
PPC is driven by analytics and requires insight and critical understanding of markets. Investing in a quality PPC campaign can drive traffic directly to the pages you want them to go to and convince users that your business is the solution to their needs.
Social media marketing
Social media is a powerful tool. Everyone has plugged into social media to some degree and marketing that power is a must. With more people working from home than ever before, social media has become the place to meet, talk, share news, and browse for services and products. Facebook, Twitter, Instagram and LinkedIn are the new high streets.
Social media marketing campaigns can take this potential and turn into real, conversion-driving change. By investing in social media you add to your digital channels with a medium that is personal and sympathetic. Customer queries, fun competitions, even just a few snaps of you at work, shows the human side of your business and builds trust with clients. We all prefer seeing a human face, let social media be yours.
Content marketing is the practice of writing and editing the content of your site. This can be anything from slogans and webpage content to blogs, case studies and emails. Generating good copy is all about speaking to the user’s specific needs while also blending in keywords to appeal to search engine crawlers.
This is a fine balance and takes an experienced wordsmith. In the right hands, good content can create continued, sustainable growth with improved SEO scores, content tailored to drive sales, and a unified tone and style that builds trust and authority in your industry.
In the world of digital marketing, the keyboard is mightier than the sword.
Why digital marketing?
Digital marketing offers a wide range of benefits that can aid your business. Chief among these is digital marketing is cheaper than traditional marketing. Digital marketing focuses your marketing on demographics that are looking for your services or needs. This targeted approach means less waste on broad print advertising campaigns.
Another benefit to digital marketing is increasing your reach. If you run a store, there is no time like the present to set up an e-commerce platform. An online store expands your reach to a global level, allowing you to reach audiences in your area and halfway across the world.
Another reason for digital marketing is to keep up with your competitors. You can be sure that if you’re not doing it, somebody else is. Don’t let someone else corner the market, start a digital marketing campaign and mark your territory.
Finally, and one that businesses love to hear, is that digital marketing is measurable. Every good digital campaign will be run alongside analytics offering you an insight into exactly where clients have come from and how much revenue they have generated.
Analytics allows for precise measurement and over time can inform your digital marketing team. We use the results to learn about your market, where to focus time and effort, where to increase budgets and where we can save some money. These results supercharger your business and streamline your marketing costs.
How will Digital Marketing steady the ship?
International markets are in a state of flux. Governments have all brought in various ways of dealing with the outbreak of COVID-19 and the coronavirus. While a lot is uncertain, digital marketing is not. Digital marketing provides a strong advertising base from which to carry out your business, regardless of location. Steady your ship with a cost-effective digital marketing campaign that is tailored to your needs and your market.
Fifteen Design is committed to providing world-class digital marketing insight and services. Our award-winning agency has worked with SMEs and multinational brands alike and we look forward to helping you through this difficult time. Together we maximise your visibility and create a firm base for your business to work from for years to come. Contact us now and our expert team will guide you through digital marketing and suggest the best course of action.