NEW AGE MARKETING
Digital Marketing : How To Market Your Business Online Cost-Effectively
By Emma Ngutu
Digital Marketing is the act of promoting products or services with the help of digital devices or technology . Today , digital marketing is an integral part of modern business strategy . Social media , search engines , websites , and email marketing are all extremely powerful tools for reaching out to prospective customers and increasing sales . The world has changed dramatically since the concept of marketing was developed so these new digital channels have emerged to support businesses .
Digital Marketing is very versatile and can give marketers maximum reach from both paid and unpaid traffic sources . Marketers can reach their audiences instantly and even more exciting , you can measure and track results in real-time in an extremely costefficient manner .
Traditional Marketing includes all the news , advertisements , and information you receive from outdoor marketing , print media like newspapers and magazines as well as broadcast media which is mainly radio , and television . The pros include that it is easy to reach a vast audience , but the cons are that it takes time for media to be produced so by the time it reaches you it may be out of date . The other cons include the fact that it ’ s difficult to measure results or even establish the individuals you reached , and the channels are mostly quite expensive and out of reach for start-ups and small enterprises .
In fact , digital marketing has become so popular that it ’ s overtaken traditional marketing in terms of popularity . It is quickly becoming the standard for all small businesses . Let ’ s take a look at the channels marketers can use to build their brands and businesses .
Digital Marketing Channels
Search Engine Optimization
Search Engine Optimization ( SEO ) is also known as Organic Search and is the process of increasing the quality and
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Email Marketing is an effective way to capture high-quality leads and convert them to customers by sending personalized emails to the targeted audience . You can send emails to a segmented audience and target directly to that audience . It ’ s key to use a strong call to action . quantity of relevant organic traffic to your website from search engines . For example , if you type in online shopping , you ’ ll see some results that come on top of the page . Amazon and Alibaba will highly likely show up here . In a recent study , HubSpot confirms that 57 % of B2B marketers stated that SEO generates more leads than any other marketing initiative . SEO is very good for increasing leads and more business including e-Commerce . There are two aspects of SEO , On-page , and Off-page .
On-page refers to things you do within the site to improve your accessibility on organic search . These things could be from Page Load Speeds , 404 Errors to Site Maps . What is key is to ensure that your website is in good shape and that Google recognizes it as a legitimate site . You ’ ll need skills to do this but this can easily be outsourced to a web developer . You will need basic copywriting skills and you can take your copy to optimize the words for SEO . Here you will do some keyword analysis , understand what keywords to use , understand what volume is as well as understand how to get the competition numbers .
Off-page requires understanding what it takes to ensure your site is relevant . These could vary from Page Authority , Domain Authority , and External Links to Internal Links , Follows and no follows . Most SEO managers have a third-party SEO platform that they use like Semrush , Ahrefs , and Moz to measure their page results .
The Off-Page and On-Page metrics work together to help one understand what they are seeing in order to measure results and improve the results .
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