The importance of a good digital marketing strategy | Digital marketing guide

What is a digital marketing strategy?

The advent of technology and the internet has brought forth a seismic transformation in the kind of marketing strategies most companies employ. Earlier, marketing activities were based either on text, television or the radio industry. Today, many new forms of effective digital marketing strategies have emerged.

First and foremost, the cost of most digital advertising mediums is comprehensively lesser than traditional advertising costs. Further, growing accessibility around the world means that an unprecedented number of people spend hours consuming online content every day. 

Research suggests that when writing out a plan to achieve your biggest goals, it is important to first lay out an effective digital marketing strategy that can continuously improve the company’s online presence. Moreover, unlike traditional forms of advertising, digital marketing is completely data driven and flexible, which allows companies to keep altering their online brand in order to attract the maximum number of consumers.

As far as the definition is concerned, digital marketing refers to marketing techniques that use digital technology in one or more ways in order to attract consumers to the product or the service that the company sells.

What are the strategies of digital marketing?

Search Engine Optimization (SEO)

SEO forms a major part of most successful digital marketing strategies today. It refers to the ways in which a company posts content in organic (non-paid) mediums to improve search engine rankings in order to increase its online visibility.

Search engines such as Google and Bing use particular sets of words that are most often searched by users to rank content by recognizing the posts that are most relevant. SEO tools help to constantly analyze these keywords so that it can post relevant content which can be ranked high among search engine results.

This means that the content that you post is then highly ranked which in turn attracts prospective customers of the product or the service that your company offers.

Pay Per Click (PPC)

Instead of using organic mediums and relevant keywords in order to increase search engine rankings, PPC uses paid forms of advertising that search engines like Google offer, and the company is then charged on the basis of the number of clicks registered on the advertisement.

PPC works best as a short term solution for your companies’ marketing needs and is often used to promote deals or discounts that a company offers on its website. In a way, while SEO allows companies to organically increase their visibility by posting relevant and useful content, PPC allows them to pay for it.

Social Engine Marketing (SEM)

SEM is a marketing strategy that works by combining SEO and PPC tools in order to create a customized marketing strategy that optimizes and accelerates the company’s online growth. There might be cases where a company’s SEO strategy is working only to a particular extent.

The SEO tools might be able to attract customers to the organic content that is posted, and yet fail in creating retail sales. In such a scenario, it would make sense for the company to post and promote deals and discounts to gain a boost in sales using PPC tools whilst using SEO tools simultaneously. This creates a dynamic approach that works well in both the short and the long term.  

Other forms of digital marketing

There are various other important forms of digital marketing, such as e-mail marketing which works by creating a hot and cold database of prospective consumers and buyers. Companies then send emails with links promoting their content in the hopes of attracting customers.

Another form of digital marketing is content marketing, which is a form of SEO and works by creating relevant and informative content not just about the company but the industry itself. Companies might post videos, blogs and stories aimed at providing valuable content which is memorable and useful for prospective consumers.

Further, another modern form of digital marketing is influencer or affiliate marketing. Here, companies offer discounts or a percentage of the profits that a social media influencer or an affiliate creates by promoting its content on their own organic or non-organic mediums.  This helps because people often adopt trends and styles that famous people promote, and find it easier to believe in its quality.

Further, older forms of digital marketing such as television or radio advertising are still in use, especially by larger companies. Also, there are mobile marketing strategies that involve the use of SMS in order to promote content. Finally, viral videos, comics or visual jokes, and memes have also emerged as an effective form of digital marketing.

Regardless, the crux of a company’s digital marketing campaign is made up of SEO and PPC tools, and a combination of those is especially effective. It will be accurate to say that 90% of a successful company’s digital marketing strategy revolves around SEO and PPC, while other tools make up for the other 10%. Plans that combine these elements in accordance to the needs of the company work best.

How to present a digital marketing strategy?

To develop a standard or benchmark, firms need to start with the development of a customized digital marketing plan that is tailored to fulfill their varying needs. A good digital marketing strategy doesn’t just involve creating content that is directly aimed at the promotion of your products, like advertisements, but rather one that creates vivid and useful content for consumers who then over time start treating it as a source of information, making your company an authority in its industry.

This way, a digital marketing strategy attracts consumers to the content that you post, which in turn increases the chances of them taking your products and services seriously. Hence, even if in the short run direct advertisements and promotions may work to give artificial boosts to traffic and sales, posting relevant content on organic mediums helps in creating a more permanent presence that in time need not be combined with PPC tools.

Coming up with the right digital marketing strategy requires tremendous work and research. Oftentimes smaller companies lose out to bigger ones with respect to online traffic because sufficient research has not been done to analyze the reasons and potential for growth, or in this case, the lack of it. 

At ITJGroup, we have a team of highly experienced individuals adept at the same technologies used by big corporations such as Google and Amazon. We provide high-level all in one digital marketing solutions at affordable prices that are aimed at helping smaller jewelers and craftsmen compete with bigger companies in the limited online space.

No matter if you hire an expert team or create your own, in order to come up with an effective digital marketing strategy, every company is unique and has specific aspects that need to be worked on. In present times, a good digital marketing strategy is just as important as the tangible elements of the business itself.