What is Digital Marketing?
For most of us, digital marketing means your website. Yet what many don’t realise, is that digital is so much more than just your website.
It’s about using a plethora of digital channels to connect with current and prospective customers, with your website usually being the centre of all this attention.
When it comes to websites, many people believe in the Field of Dreams* movie philosophy: “if you build it, he [they] will come”. The simplistic nature and language used by Google and ‘SEO experts’ has led many to believe that all you need to do is build a website, Google will find you, you’ll be number one and make lots of money. Sorry to tell you, this is not the case.
For people to find your website, they need to know who you are and what to search for. Google alone won’t do that for you.
This is where creating a clear, integrated digital marketing strategy comes into play.
A good digital marketing strategy should outline how each digital element or campaign supports the overall business goal. It should also ensure that each element supports and gets the best from each other. Relying on one platform alone isn’t enough, and you may need to employ two or three working in tandem to get the most effective outcome.
For example, writing a blog and posting it on your website is great. On its own may give you some ‘SEO credit’. Yet, if you don’t promote it through social media or an email campaign that ‘credit’ will be negligible and honestly, makes writing the blog a waste of your time.
What does an integrated digital marketing strategy contain?
Once you outline what it is you’re trying to achieve (awareness, downloads or sales), there are various channels you can use to help you boost your digital presence. Here’s a quick summary of some of the most common digital marketing tactics and the channels:
Search Engine Optimisation (SEO)
This is the process of optimising your website for the benefit of search engines. The aim is to increase your ‘rank’ on search engine results pages and obtain more organic traffic. Today, ‘SEO’ has become an all encompassing term and can relate to the optimisation of all your digital content, both on and off your website. To find out more about how SEO works, read our guide: What is SEO?
This involves the creation and promotion of content to help generate brand awareness. Typically, this includes blogs, videos, infographics and white papers. The aim is to give you something to talk about and convince the web that you are the authority they should listen to on any given subject.
These channels provide a voice for your content and brand identity. They are one of the easiest ways to get your work in front of people, generate leads and engage with your audience.
This channel is primarily used to communicate with existing customers or actively interested parties. Email marketing is a great way to deliver content to the people you know like to hear from you. It can also be used to encourage lapsed contacts to re-engage, offering discounts or advertising events.
This is a method of driving traffic to your website using advertising. Unlike traditional advertising, you only pay the publisher when your advert is clicked. The most common types of PPC are Google Adwords and Facebook.
Similar to traditional PR, this is the practice of obtaining coverage from online publications, blogs and other websites. The aim is to get other people to talk about you (hopefully in a good way) to build brand awareness. Wherever possible, you should always ask them to link back to your website.
Which ones should I use?
Honestly, this does depend on your business and what you’re trying to achieve, but most companies should take advantage of all of these channels.
As discussed above, one channel alone won’t give you much of a long term boost, and it may even make all that effort you put into that one social media post or infographic a waste of time. Integration allows stronger performing platforms to pull up the weaker ones and lets you keep the weaker ones to capture the fringe audiences. In doing so, nothing becomes a waste of your time and everything works!
How Wondrous can help?
Our digital services always include an integrated approach, ensuring all channels are considered and joined together to maximise performance.
However, we’re not just about Digital. This integration extends past our digital services. We whole heartedly believe that by integrating everything, using as many elements as you can, you’ll increase exposure and engage with as many people as you can, whether that’s digitally, through print, presentations or a phone call.
Want to integrate everything and succeed at everything? Give us a call.