What Is Digital Marketing and Why Do You Need It?
The short version.
Digital marketing is a specialized area of marketing that applies techniques designed to increase exposure or sales using digital technologies. Or simply, it is a way to increase sales or exposure using computers, tablets and phones.
The long version.
You have a store, or a single product. Maybe a book or a mobile application. You want to increase your sales.
Or maybe you are running a political or awareness campaign. Maybe you have a brand. Or you simply have an idea or are promoting an event. You want as many people as possible to discover it.
This is exactly what Digital Marketing Services in Lahore does for you. It includes a large number of techniques, some of which you may already be using without even knowing that they fall under the umbrella of Digital Marketing. The objective, as indicated above, is to increase the exposure / scope and sales. These are some of the techniques that digital marketers use to achieve their goals:
- Search engine positioning (SEO)
- Search engine marketing (SEM) and paid advertising.
- Content Marketing
- Influential marketing
- Content automation
- Social media marketing
- Email direct marketing (newsletters)
- Show ad
- Electronic books, optical discs and games, mobile applications
- SMS and MMS marketing
- Call back and call waiting tones
Let’s talk in more detail about some of the most important aspects of digital marketing.
Search engine positioning (SEO)
Let’s face it: everyone uses search engines to find things online. So this is a big and very important issue. Why? It just does not matter if you have a great website or a great page if people cannot find it! And while there are other ways to get traffic on your site, the highest ranking in the search engines will be the most reliable source of traffic you will have in the long term. Optimization for search engines is essential!
There are two types of SEO:
On the page SEO:
refers to the things that your site must have implemented in the code and content (without going into details, this includes the right thing: title tags, meta tags, URL and navigation structure, image attributes, site map, header tags, keywords) density, page load times, etc.).
Off the page SEO:
refers to all the things you can do outside of your site (creating links, blogger spread, social networks, etc.).
SEO is a sustained effort, it’s not something you do once and you can forget about it: search engine qualification formulas are updated frequently and you need constant monitoring and adaptation to stay ahead of the competition. It is also a long-term effort, some changes take weeks before returning any results.
But once again, let’s be honest: everyone is doing SEO (to some extent). SEO is no longer enough: to get ahead of the competition, to achieve established goals, SEO is simply not enough.
Search engine marketing (SEM) and paid advertising.
SEM is about increasing visibility on the search engine results pages (SERPs): do something to make your link more visible than the rest (which increases the chance that people actually click on it). To be clear, the broader SEM field also includes SEO (after all, making your site reach the top positions on the search engine results pages through SEO, meets the requirement of “being more visible”). that the rest “), but for a better understanding, I wanted to talk about them separately.
So how does the visibility of your links increase in search engine result pages? Mainly through paid advertising: all major search engines provide an advertising service (such as Google AdWords or Bing Ads). Unfortunately, buying search engine ads (or at least doing it right) is not simple; it involves a lot of research, monitoring and optimization.
The first big decision you must make is in what search engine you will publicize. This is answered with the initial research that must be completed: target audience: demographic data, age, sex, geographic location; these are some of the things that indicate the most suitable search engine for which you should advertise (this also tells you what search engine you should do SEO for). Then there are the research keywords (decide which keywords for advertising), which includes some competition research. If you’re most obvious keyword options have a very strong competitive advertising, it could be a smart choice to invest in other, less obvious, “long tail” keywords. After researching more (does your target audience respond better to text or images? What time of day are they online? Etc.) You can set up campaigns and start monitoring performance, search trends, etc. The parameters of campaigns are constantly changing constant monitoring and adjustment are an integral part of search engine advertising, otherwise, your costs will go out of control and your reach will plummet.
Social media marketing
Having your site / page displayed high in the search results is great! You get a steady flow of people interested in what you have to offer. But you could always use more! More people who discover you, more visitors to your page, more conversions, and more sales. And while everyone uses search engines to find the things they’re looking for, what about people who do not know they’re still looking for something? Enter social networks: the best way to get in front of even more people. But social networks are not simply advertising your stuff, it is much more than that: create an audience, change desires, get comments, customer service, contests and much more. Social networks are a great opportunity with many different options and possibilities. Unfortunately, this also makes it complex. Facebook, Twitter, Twitch, Instagram, Pinterest, YouTube, Tumblr, are just some of the popular portals that people use every day, each with its own specifications and requirements; some focused on text, some on images and some on videos. What portals will you approach, what will you publish, how often, when?
Building a presence in social networks requires a perfect understanding of what you are offering, a lot of research and a lot of trial and error. It’s a marathon, not a sprint: create followers and keep them, convert and expand them, change trends … And then there’s paid advertising on social media portals, something that you cannot run successfully without a good understanding of your audience. . So it takes time, patience and a lot of research.
But once this is done (correctly), you can expect another constant stream of people interested in what you have to offer.
Email marketing is a cost-effective way for you to reach your users and keep them interested, interested and always coming back.
Unfortunately, not many business administrators are aware of the great value that “subscribers” bring to their sites. Bulletin marketing is often ignored because when a site is first put into operation, there are very few users who access it (therefore, it is not necessary to publish a daily or weekly bulletin). And as the user base grows, the aspect of the newsletter is usually forgotten.
Make sure you do not make that mistake! Start collecting subscribers now and in a few months you will have a valuable marketing asset at your disposal.
But more to the point: what exactly is a “newsletter” and how can you use it? Well … It’s a cheap way to achieve your goals by sending some emails.
However, things are not so simple. There are certain laws that govern this practice that you must obey. The most remarkable thing: you should never send unsolicited emails. This means that each user must have previously agreed to receive that particular newsletter from you (usually through the “Subscribe” feature on your site / page).
There are two ways to deal with bulletins.
You can manage everything on your own. This means collecting data from your site and informing your users, creating a mailing list and manually sending each email from your own email provider. This is fine if you have a small subscriber base (<100) and do not send emails too often.
But as your subscriber base grows, you will find it increasingly difficult to manage things on your own. This is where the use of online services specialized in newsletters comes into play. These service providers manage everything for you (except write the content of the newsletters, of course) so you can focus on the important things (deliver high quality content to your subscribers).
There are many of these services, most of which give you a free version / trial that you can use safely until you decide to go with your paid subscriptions.
Best practices regarding newsletters:
Content is king. As with the rest of your site, the most important thing is to provide your readers with good quality content. Otherwise, they will simply ignore your emails and, after a while, the subscription to your newsletter will be canceled.
Do not forget to include links to your site. It seems obvious, right? You would be surprised…
Decide what the purpose of each mailing list is: keep subscribers informed, ask for opinions, conduct surveys or, most commonly, direct traffic to your site. It is better to have more than one mailing list so that it does not mix the interests of your subscribers (unless it is).
If the purpose of a newsletter is to direct traffic to your website, be sure to “bother” the reader enough to click on the link and read more about that particular topic on your site.
Always include a unsubscribe link in your emails!
Do not flood your readers with too many emails.
Make a mail program and respect it (regardless of whether it is daily, weekly, etc.). It is always good that your readers anticipate the arrival of the next newsletter.
Be sure to send your emails when users are more likely to read them! It does not matter if you make a great email with great content, but it is aimed at older people and sends it at 4 am.
Keep the subscription form on your website short and “friendly”: do not request more information than you really need (most of the time only the email address will suffice).
Make sure your emails are displayed correctly on mobile devices. Many users (even half of them in some parts of the world) read emails from their phone or tablet.
Optimizing your site for the interaction and conversion of the end user.
This is a big issue, often neglected. We will discuss it completely in a future post.
For now, if you want to read more about what we have discussed so far, I will go into more detail in this publication: OPTIMIZATION and COMMERCIALIZATION of your website: the definitive guide for beginners.
For more detail: Click here