Beginner’s Guide: Digital Marketing
Digital marketing is like an universal term that includes all the modern marketing strategies. In simplest terms, digital marketing means marketing your products and services using the internet as the means.
Note: this is a wide field and can be quite enormous if you’re new to the field of online marketing. While we are at this, i am going to be revealing a few types of digital marketing and their various usages.
We have the:
*Search Engine Optimization (SEO)
* Search Engine Marketing and Pay Per Click (PPC)Advertising.
* Social Media Marketing
* Content Marketing
* Affiliate Marketing
* Influencer Marketing
* Email Marketing
We would be starting our lecture proper with the first topic on our outline
Search Engine Optimization
Search Engine Optimization is popularly known as SEO and it refers to the process of growing your web/online visibility via organic or non paid search engine results.
Owning an online business this days requires most people to own a website, as this increases credibility and makes people trust you more, but then again, it still doesnt end at owning a website. What’s the essence of owning a website that doesnt have a form of online visibility? It’s just like you having foodstuffs in your house without knowing how to cook, if you do not cook the foodstuffs, it would be there looking at you until it eventually spoils. Lol.
This days, everybody uses search engines (like google, yahoo, bing) etc. I would be focusing more on the most popular one which is Google.
As a website owner, it’s natural to always want your site to be on the first page of Google whenever a question or keyword that involves your niche is being asked, that is where SEO comes in. When you use a desired keyword to search for stuffs on Google, Organic search results appear in a list and are ranked using the search engine’s algorithm. As users change the way they search and engage with online content, these algorithms change. The higher you rank on a Search engine page, the more traffic is directed to your site and the more chances of making a passive visitor an active customer. The best way to always stay on top of the search engine result is by optimizing your website using SEO.
2. Search Engine Marketing/ PPC
Search Engine Marketing simply means paid traffic from Search Engines, it covers the loopholes of SEO’s and at the same time helps build your SEO.
The sole difference between SEM and SEO is that SEO is actually free ( you just need fresh contents and good keywords) while SEM isn’t. SEM enables you to purchase advertising space that appears on Search Engines.
Here is an example of what i have been trying to say. The keyword i searched for was “Domain Name Search”.
The first result i got was a godaddy link. In as much as godaddy is a reputable and popular brand for website hosting and domains (they have a good SEO), the only reason why it came first in this case is because the SEO was supported by SEM. If you look closely, you would see that, google reported that it was an Ad, that is to say Godaddy paid google to rank themselves number 1 on their result list. Google charges a marketer a certain amount to display an advertisement in a number of places on their result page generated from specific keywords or phrases. One example of SEM is pay per click advertising or PPC. PPC refers to a digital marketing method wherein search engines charge a company each time their advertisement is clicked. Most of Y’ll should be familiar with ads on music sites and blogs. You see Brand adverts on certain pages, that means, for every of those ad you click, the company that owns the ad pays google which in turn pays the owner of the blog or music site
3. Social Media Marketing
This is pretty easy and more straightforward. Social media marketing gives you increased exposure. It allows you to connect with your consumers in a more intimate way; From this interaction, you can gain valuable customer feedback that allows you to improve your customer service and products.
Lets use First bank as an example. We all know that they are a financial institution and most contents on their pages would be contents that involves finances. They already have a target audience(the masses) that is, they want people to save their money with them, whilst doing that, they would give you a thousand and one reasons why they are to be trusted. Now, here comes the tricky part. They own a loan franchise, and so does other banks too. In other for them to gain more grounds and have more customers get loans from them, they would have to market themselves by running paid adverts on their social media platforms, that way, they would gain more reach and increase their chances of gaining more customers. Pay attention to what your target audience talks about on social media, Engage in the conversations and use social media marketing to gain more grounds and reach.
4. Content marketing
refers to the practice of delivering quality contents to your users in other to generate sales and leads. This content can be anywhere on the internet. Ranging from Tweets, to a YouTube video, blogs on your website etc. In other to be a big dawg via content marketing, you would have to learn how to use SEO’s and Social media marketing to your very advantage.
Always Keep your audience in mind as you create contents, always remember the audience you are talking to and what they’re interested in, as this will dictate the subject of your content. Consider the phrases your audience uses when they search online for information. Use these keywords to boost your SEO.
Last, share your content across all of your social media platforms for maximum exposure and feedback. Content marketing is an ongoing practice. It’s not always about sales but more so about engaging and educating your consumer to build brand recognition, trust, and equity.
Always create new and original contents. There are too many contents on the internet, so in other for yours to go viral it has to be original, have good quality and be relevant. quality content helps you stand out and boosts your SEO.
5. Affiliate marketing
Basically means giving out a certain agreed percentage for every sales a referral brings. Let’s use a shoe store as an example. If yiu own a shoe store and you want to make more sales, you should get affiliates, brief them on the prices of what you sell, and for every sales that comes through them, they earn a commission. The affiliate carries your brand, so you should be careful with how you react to them.
6. Influencer Marketing
Involves using people with a large online reach by your target market to drive traffic and sales.
Influencer marketing is popular on social media channels like Instagram and Twitter. Companies hire these guys with large followers to hell promote their brand by posting one or more photos of their product. I am sure we all are familiar with this one, as we have a whole lot social influencers in Nigeria.
Always make sure to do your research on an influencer before you decide to do business with them. You might want to verify their Page analytics and make sure their followers are real and not fake
7. Email Marketing
If you own a website, you could put in an email subscription option. Email marketing helps you to update your subscribers about you company and the new products you have for them. Your email updates provide value to your customers, As a result, you build brand trust and brand loyalty with them.