OVERVIEW OF
DIGITAL MARKETING

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet

Digital marketing, as a distinct discipline, encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers

The App will also supply you daily with breaking news about your industry, especially when you consider 96% of consumers shop online. Indeed, digital marketing is so common that consumers now expect and rely on it as a way to learn about brands.

This means you can reach a larger audience than you could through traditional methods, and target prospects most likely to buy your product or service.

AMONG THE MOST COMMON DIGITAL MARKETING TACTICS, WE HAVE:

Search Engine Optimization (SEO)

This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives.

Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.

Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:

Pay Per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place.

Affiliate Marketing

This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:

• Hosting video ads through the YouTube Partner Program.

• Posting affiliate links from your social media accounts.

Email Marketing

Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:

• Blog subscription newsletters.

• Follow-up emails to website visitors who downloaded something.

• Customer welcome emails.

• Holiday promotions to loyalty program members.

• Tips or similar series emails for customer nurturing.

Online PR

This is basically free advertising upon earning online coverage with digital publications, blogs, and other contentbased websites. The more credible the source, the greater the impact on your business.

Sponsored Content

With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way (i.e. influencer marketing).

Marketing
Automation

Marketing automation refers to software designed to automate your marketing operations such as:. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

• Email newsletters

• Social media post scheduling

• Lead-nurturing workflows (i.e. sending leads specific emails and content once prospects or customers fit certain criteria)

• Campaign tracking and reporting

When properly planned and executed, digital marketing produces four major benefits:

1. You target only the prospects most likely to purchase your product or service.

2. It’s more cost-effective than traditional marketing methods.

3. You can easily outrank bigger players in your industry.

4. As a science, it is is measurable.

With the ever-growing complexity of the digital marketing landscape, you need a partner, who can expertly navigate the storm that is digital marketing. The wealth of information to be processed is overwhelming and mishandled by most digital marketers, inevitably leading to the wrong conclusions and wrong strategies.

Evidence-centric decisions based on powerful analytics and data mining is key, and that is Empower’s foundation.

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