Digital marketing tools that you can use in your digital strategy include Search Engine Optimization ( SEO ), social media marketing , Pay per Click ( PPC ) and Search Networking . All these activities bring traffic to your website , but only if the audience is interested in what you offer . Therefore , your strategy should lay down the specific goals that you want to achieve through your website ' s presence on the Internet . The goals can be financial or non-financial , like increasing visibility of products or services . But in all cases , the ultimate aim is to attract the audience that is looking for your products or services .
In SEO , you need to optimize your content , because people who are looking for content cannot get your information through any search engine . This is where the importance of your content strategy comes into play . You can optimize your content by including important keywords that will target the right audience . Keywords must be relevant to the products or services that you are offering and must be placed strategically in your content strategy .