Social Media Matters: The 8 essentials of digital marketing. Digital marketing is essential for businesses, and it is crucial for marketers to have a grasp on the elements of digital marketing. A strong customer communications plan helps convert a one-time customer into a brand advocate — the holy grail of customer interaction. Outbound email campaigns: Email marketing shouldn’t be overlooked. ( Click here to read my previous column on email marketing.) Social media is a great place to share your content (like blog posts) as well as other relevant or trending content. Content: Content marketing encompasses many things: print pieces, digital pieces like infographics, social media posts, blog posts and even videos. Would you read your own content? My recommendation in these cases: Update your website, then come back and see me about driving traffic via social media and other content. You can email her: kiran@k2mediakc.com; follow her on Twitter: @k2mediakc; or like her on Facebook: K2Media.
Digital marketing is essential for businesses, and it is crucial for marketers to have a grasp on the elements of digital marketing.
Why? Consumers are online, and they research, shop, review and recommend brands all the time, using multiple devices. While traditional marketing mechanisms have their merits, brands cannot afford to rely solely on TV, radio and/or print. These promotional tools do nothing in terms of engagement or promoting meaningful conversations with consumers.
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Wheelhouse Advisors created a terrific infographic on digital marketing. They basically break digital strategy into eight essentials. Are you paying attention to these areas? Perhaps there are some things you’ve never given thought to. The start of a new year is a great time to evaluate your digital marketing efforts and see what needs shoring up — and what needs a desperate first look! Here are the eight essentials with my thoughts on each:
1. SEO: SEO stands for Search Engine Optimization. In a nutshell, it means “How well are you doing at making your website visible to search engines?” You can pay to boost your visibility, do it organically or use a combination of both. I always advise clients to create useful, relevant content. When readers share your content, it improves your organic search results. One of the best ways to create and share content is a business blog. (To read my previous column on the benefits of business blogging, click here.) As you create blog posts, you are creating indexable pages. Learn how to artfully weave keywords into your blog posts.
2. PPC: Pay-per-click means exactly what you think it does: Each time a reader clicks on one of your ads, you are charged. For example’s sake, think of Facebook ads; they are highly targeted and deliver immediate traffic results, but as soon as your “boost” ends, the clicks/traffic/likes drop off. There are many agencies (even local) that specialize in SEO and/or PPC, and this might be a good option if you don’t have the time (or knowledge) to dedicate to monitoring campaigns. Monitoring campaigns includes watching for keyword performance and tweaking to maximize ROI.
3. Customer communications: This is where the ongoing relationship, customer engagement and meaningful conversations come…
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