Digital Marketing: What is it and what should your business focus on?

digital marketing

What is digital marketing anyway? Lee Odden, CEO of Top Rank, has defined it as, “The integrated marketing services used to attract, engage and convert customers online.” At its core, digital marketing encompasses all of the online marketing activities available to you as a business to turn internet browsers into customers.

Because the internet is so vast, it can be hard to know what you should focus on. In this post we’ll highlight a few digital marketing activities we think will give your business the most value.

1. Go mobile

Smartphones are here to stay. In a recent survey, Pew Research Center found that 72 percent of adults in the US own a smartphone, and Google has stated that searches from mobile devices now exceed searches from desktops.

Businesses looking to take advantage of this trend should be optimizing their content for the mobile experience. This can be accomplished by implementing a mobile responsive site. Doing so will give visitors to your website an optimal experience regardless of device.

2. Search marketing

According to Search Engine Land, “Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.” This encompasses both SEO (organic and local) and PPC.

Gone are the days when people would ask their friends or look in the telephone book to find a new business. Now they typically don’t ask their friends at all. Instead, they turn to their favorite search engine. If your business doesn’t show up in the first few listings, the odds are potential customers aren’t going to be able to find you.

3. Embrace social media

The rise of social media has mirrored the rise in mobile devices. People are glued to their phones checking Twitter, liking photos on Instagram, sending a Snap to their friends, connecting with colleagues on LinkedIn, or arguing about politics on Facebook.

The important thing you need to focus on as it relates to social media is finding out where your audience is. There are currently 2 billion active social media users worldwide, so it may seem like finding a needle in a haystack, but with a little research and trial and error, you should be able to find success. A good place to start is Facebook as 93% of consumers expect a business to have a Facebook presence.

4. Online advertising

One of the hardest things you will have to accomplish as a business is cutting through the noise and getting the attention of your customers online, especially with online advertising. But the secret to online advertising is giving the people what they want. And what do I mean by that?

Consumers have to wade through thousands upon thousands of marketing messages online, so it’s important that your ads are relevant to them. As with anything, this will take time and research, but will pay dividends in the long run. Additionally, you will want to communicate the value you offer. And finally, you will want to make sure that your ad is straightforward and doesn’t confuse the reader.

5. Email still matters

Email has gotten a bad rap the last few years because of spam and junk mail, but most people don’t mind emails from companies they do business with. The key is finding the right cadence. You need to find a balance between staying top of mind and not aggravating your audience.

6. Online reviews

It wouldn’t be a Podium blog if we didn’t mention online reviews. Online reviews can be the glue that holds the rest of your online marketing activities together. They can give your local SEO a boost, can be touted in social media and email marketing campaigns, and most importantly can help build trust and credibility with your audience.

Digital marketing isn’t just the future of marketing, it is also the present, and businesses that fail to recognize that could be left in the past.

How Podium influences digital marketing

Request a demo to see how Podium’s cloud-based solution can help you use text messages to invite your happiest customers to review your business. Podium’s efficient, mobile process can help your business collect 15x more reviews than traditional platforms, which in turn will improve local SEO and ultimately boost revenues.

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