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Digital marketing is the use of tools and assets to promote your business online. There are many methods to do this but the popular tactics are digital advertising, search engine optimization, email marketing, content marketing, and social media.
Digital marketers use various tactics and methods to grow their client's sales online. The first step is building a great website that's designed to drive on-site conversions. The next step is driving traffic to that site. This can be accomplished organically through SEO, email, content, and social media, or with paid advertising on a search or display network.
Digital marketing has been proven to be effective at driving online sales for businesses. Unlike traditional marketing, it gives you an almost endless amount of data at your fingertips. You can use this data to answer valuable questions about your customers and help you find unique opportunities for growth.
There isn't one formula that beats all. The right digital marketing strategy is unique to your business and situation. Some businesses experience incredible growth with digital advertising while others get a better return on investment with social media. It comes down to your goals, budget, market, and competitors.
A digital marketing agency consists of a team of highly specialized professionals. Today, there's an agency to fit any kind of marketing need. The goal of an agency is to fulfill whatever need the client has and help them achieve their goals. It typically starts with an agency analyzing the client's business and market and providing a consultation. After this first step, a proposal is put together and discussed with the client. If the proposal is approved, the agency will perform a deep dive into the client's business, market, audience, and competitors and put together a plan of attack.
The answer to this question comes down to your goals and budget. A freelancer comes with a particular set of skills at a cheap price. If your business wants to focus on one aspect or channel of digital marketing and has a small budget, going with a freelancer is probably the best option. An agency comes with a wider set of skills and more resources and tools. If you want to expand the scope of your marketing, an agency can do so effortlessly without you having to switch between specialists. Agencies can be more expensive than a freelancer but quality never comes cheap.
Search Advertising is the method of paying to show your ad in the top results of a search engine. For example, when you search for Roofers Near Me on Google, the top four results that appear are usually ads. Companies pay Google to advertise their services so people will click and become a lead. The cost of advertising on Google depends on the market, location, and the level of competition. Generally, a cost per click for a roofing company can be anywhere from $15 to $40.
Advertisers are able to target people searching on Google or Bing through the use of keywords. For example, if your keyword is "Roofers Near Me" and a person searches for Roofers Nearby or Roofers Near Me, your ad will appear. Of course, this is a simple example and the keyword research and targeting process is much more complicated. It requires advanced knowledge of Google/Bing's platform and algorithm to target people effectively and affordably.
When advertisers run ads on Google, they pay for each click they receive. This is called Pay Per Click Advertising. The true cost of advertising is hard to calculate because it depends on the size of your market, the level of competition, and what industry you're in. To help advertisers estimate the cost of running ads, Google provides a free tool called the Keyword Planner. This tool provides low and high cost estimates as well as competitive stats. Please make note, it's only an estimate and not what you'll actually end up paying.
Depending on the size of your market and budget, search advertising can be a powerful way of growing your business. Imagine getting your services in front of people who are actively looking for what you offer in the very moment they need it. Search advertising is powerful because it allows you to put your services in front of the right people, in the right place, at the right time. Across all industries the average conversion rate on Google Ads is 3.42%.
While you're not able to see the personal info of people who click your ad, Google Ads does provide powerful insights into your audience. You can see which gender, demographic, or neighborhood clicks on your ads. You can answer important questions like should I raise my prices and target high income earners? Should I run my ads on the weekends? Is there a certain location where people click my ad more often? You can use these insights to target more precisely and affordably.
After your account and ads have been setup, you should be able to see your ads almost immediately. Once new ads have been created, Google or Bing usually takes 10 to 20 minutes to review the ads and make sure they meet their policies. If all ads are approved, then your ads will start running immediately.
Search Engine Optimization (SEO) is the method of increasing the number of clicks to a website from a search engine through the use of technical tactics. In simple terms, it's growing the presence of a website on the internet. Every website should be built on a strong SEO foundation. Otherwise, people will have a hard time finding it.
When a new website is created, a search engine like Google will crawl and index that website. If the website has SEO implemented, then Google will be able to properly categorize the website so users can find it easier when searching. SEO helps the search engines to tag and identify what the website is about. When people search online, SEO makes sure your website can easily be discovered.
SEO is completely free to implement but requires advanced technical expertise. Unlike paid advertising, SEO can take months before results appear. This is because it takes time for Google and other search engines to index and crawl the massive amount of websites on the web today.
There are four cornerstones to a strong SEO foundation: content, technical SEO, internal SEO, and external SEO. Content is the method of creating highly relevant and well-written content on your site. Technical SEO makes sure your website is easy for search engines to index and crawl. Internal SEO is the optimization of the content and HTML on your site. External SEO is building relationships with other sites and platforms to give your website authority.
A well implemented SEO strategy will give your website authority and help you to show up more often in the free organic listings. SEO is one of many marketing tactics out there to help your website gain more traffic. The right method for you comes to down to what you want to achieve. While having a baseline SEO foundation on your website is a necessity, maintaining an ongoing SEO strategy might not be the right fit for you. SEO works well with markets that have high search volume. If you operate in a niche market with low search volume, an ongoing SEO strategy may not be the right marketing tactic for you.
There are many benefits to SEO. Here are a handful:
1. SEO improves user experience and decreases bounce rate
2. SEO has a high close rate
3. SEO is cost effective
4. SEO establishes brand awareness
5. SEO is a primary source of leads