What is digital marketing? Well for one thing, it doesn’t mean just building a website. There are a number of digital communication channels used to market products and services on the web, on mobile devices and other digital platforms to reach consumers. You could just build a website, but how will you reach people?
Digital marketing offers a variety of different channels to execute its’ mission to increase traffic, leads and revenue for a business. Let’s break down three of the most popular channels, get a feel for what their purpose is in the digital world, and how they affect digital marketing as a whole.
SEO or Search Engine Optimization
Ever think about going organic? If so, SEO is the perfect digital marketing tactic to use. Search Engine Optimization (SEO) can be described as a digital marketing approach used to increase organic (non-paid) traffic to your digital platform or website. It is also one of the largest digital marketing channels used today.
In 2014, two different studies from Search Engine Watch and Conductor concluded that 64% of a website’s traffic results from organic search. Another statement by BrightEdge, a leading SEO and content performance marketing platform, suggested the organic search accounts for 51% of all website traffic. That’s a lot of traffic!
So how does SEO play a role in digital marketing? Optimizing your site for search engines allows users to reach and learn about your business or brand in a way that is most relevant to them.
Paid Search and Display Advertising
Paid Search Advertising (or PPC, Pay per Click Advertising) is also an effective communication channel utilized in digital marketing. Unlike SEO, PPC results are almost instant. When combined with Display Advertising, this strategy is super effective in creating brand awareness and inducing a direct response or lead from a consumer.
How do PPC and Display play a role in digital marketing? Although paid advertising isn’t free, if executed correctly the return of investment made can be groundbreaking.
Ever share, like or react to a post on Facebook? What about Instagram or Twitter? If you’re specific brand or product is being marketed through various social media platforms you’re utilizing another digital marketing channel- social media marketing.
Social media marketing is a powerful tool that gains traffic, attention, or recognition through social media sites for your specific brand or platform. What does this have to do with digital marketing? Social Media marketing is extremely beneficial for small start-up businesses when helping to increase brand awareness. It is also very beneficial for veteran businesses to share updates about your product or brand of any changes, new products etc.
Other digital marketing channels that can be utilized are email marketing and smaller channels that fall under the categories listed. However, the next time you think of digital marketing, make sure you know it’s not just building a website, but utilizing the different digital channels to help users reach your website and learn more about your brand or product.
Ready to get started? Learn more about digital marketing and how it partners with inbound marketing to help drive traffic, leads, and results to your website; or you could have an agency like ours do it for you!
- Keisha is a Content Strategist at Stream Companies