Digital marketing – Definition

The advertising and promotion of a business through digital channels or media is called digital marketing. Digital media includes the radio, television, mobile, social media platforms, websites, etc. Any marketing that is delivered through electronic means is called digital marketing. However, any person to person marketing and print marketing is not considered digital marketing. Most items of today are connected to the digital world through QR codes, URL landing pages, text codes, bar codes and online directories.

Digital Media – Why The Focus?

The shift to digital media has become very popular because of the easy personalized access that every business owner has, and also because it is easier to track the progress and results of an advertising campaign at every stage. Another reason is the low-cost, engagement of customers allowed by the media, availability of the channel to businesses of any size and it is helpful for any owner of a new business.

For consumers, Internet marketing is a boon amidst their fast paced routines. Any consumer reached out to their mobile phone to seek out the products and services that they want.

How to Build Your Business and Brand with Internet Marketing?

You can effectively build a business of any size though digital marketing at a lower cost. The foundation of all digital marketing efforts of a business is its website. Ensure that your website has the following characteristics:

· Adequate representation of the brand

· Relates to target audience

· Is at the top of search engine listings

· Is easy to navigate

· Is up-to-date

· Provides channels through the customer can communicate

· Able to connect with other marketing efforts/channels

Build a business website using a firm that has expert knowledge in website building and search engine optimization. This is the most important investment of your business. Once the website has been made live then managing the content is most important. Timely email campaigns, publishing of blogs, reaching out through social media platforms, etc., assume more importance than ever as they can make or break your business. Use search engine optimization to attract your clients with the right words and meta phrases. It would also remain at the top of the search engine listings thus ensuring a good amount of traffic to the website.

Because of the stiff competition that the keywords have, it is a good idea to support SEO with pay-per-click advertising. This may be difficult in the beginning but will settle down with some diligent work. The cost can be reasonable for this campaign too. Beyond any of these you can reach out to your targeted audience through any other channel. But ultimately, they should tie into your business website.

It is a good idea to tie up with a digital marketing agency to help your business have the right kind of effective online presence.

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1. Not having Realistic Goals

If you don’t have a focused digital marking plan, you can’t create an effective marketing campaign. Without some goals in place, you are not going to get anywhere. Since your campaigns won’t be focused, you won’t be able to hit your goals in the given time period.

In the absence of realistic goals, your business won’t grow at all. The thing is that unrealistic goals are a source of discouragement. This type of goals is not achievable no matter what you do.

Also, you need to track your goals to find out how much success you have gained so far. This will also help you identify areas that require improvements. So, make sure your goals are specific, measurable, realistic, time sensitive and achievable.

2. Not Targeting the Relevant Audience

Not targeting the right audience is another common digital marketing mistake. Similarly, if you are going to focus an overly broad audience, you will get your desired results. Since you want to reach as many people as possible, you may be discouraged when you won’t see them buying your products or services.

Targeting the wrong audience is not a good idea and you will end up wasting a lot of time and money. What you need to do is provide relevant content with the relevant audience. Before you target your campaign, you must consider the following parameters:

• Buying habits
• Hobbies
• Interests
• Demographics

3. Ignoring your Website Design

In this digital age, having a user-friendly is a must, especially for businesses. So, you don’t want to end up ignoring this aspect of your business website. In other words, your website must be easy to use and it should offer valuable information. Not optimizing your site is bad when it comes to user experience, and you will be left behind in competition.

A good website should feature a simple search bar, a shopping cart, pictures, and call-to-action buttons.

4. Not Working on Search Engine Optimization (SEO)

SEO helps you look for your business on major search engines, especially Google. So, if you don’t consider this aspect when optimizing your web content, you will lose a lot of prospective customers and clients.

One of the biggest online marketing mistakes that businesses make with SEO is not giving it enough time to start showing results. SEO requires patience. In return, your campaign will grow over time and drive the results you desire.

Apart from incorporating relevant keywords in the content, you must follow some good SEO practices. Some of them are listed below:

• Optimization of title tags
• Optimization of the page load time of your website
• Delivery of informative, targeted content

5. Not Focusing on Existing Customers

If you are trying to attract new customers only, you are making a grave mistake. You also need to focus on your existing customers to enjoy a higher conversion rate.

In short, these are 5 common digital marketing mistakes that you must avoid as a business owner in 2021.

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Digital Marketing Defined

Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital media, at the moment, includes websites, social media, radio, television, mobile and even forms of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media that is delivered electronically is considered digital marketing.

This leaves only various forms of person-to-person (P2P) marketing, print advertising and direct marketing outside of the digital marketing umbrella. Even then, print ads, direct mail, print directories, billboards and posters are all starting to connect to their digital counterparts. With items like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising almost always has a digital marketing connection.

Why the Focus on Digital Media?

The shift to digital media is being driven by marketing agencies, business owners and consumers alike. The ever-increasing demand to show quantifiable results makes going digital a dream for the digital marketing agency. Most digital media, including websites, social media and mobile advertising is much easier to track than traditional marketing media such as print advertising.

For business owners, many forms of digital advertising are very low cost. Having a web presence, engaging customers in conversations through social media and e-mail marketing are low cost alternatives to print advertising and direct mail. These digital channels are available to businesses of any size, and help to even the playing field for start-ups, small businesses and independent consultants seeking new business.

For consumers, the fast pace of life makes digital advertising a must. When consumers are in need of goods and services, gone are the days of thumbing through a phonebook to find them. Now, we whip out our mobile devices or head to our computers for answers – and we find them fast.

Using Digital Media to Build Your Business and Brand

No matter what size your business is – large or small to medium sized business / enterprise (SMB or SME) – you can effectively market your business through low-cost digital channels. The foundation of your marketing efforts will be your website. Invest wisely in your website, and be sure that it does the following:

• Adequately represents your business and brand (look and feel, messaging)
• Adequately speaks to your target audience
• Can be found by searchers on top search engines
• Is up-to-date and easily navigable
• Provides multiple channels for customer communication
• Connects to other marketing efforts

It is recommended that you work with a professional web design firm that is skilled in web development and search engine optimization. Because your website is the foundation to and from which all other digital channels will lead, it should be considered one of your top business investments.

Once you have your website complete, the next steps would be to launch regular monthly or bi-monthly e-mail campaigns, and connect with customers via social media. If you are truly on a shoestring budget, these are efforts that can be done in-house (by someone with the proper knowledge) or for a low cost by an outside digital marketing agency. Be sure that all of your efforts lead customers back to your website where they can fully engage with your business, products and services, and choose the channels through which they contact you.

If you’re interested in getting aggressive with search marketing, you can set aside some digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses today rely heavily on being found online to gain new customers. A common misconception among business owners is that simply having a website means that customers will find it. Not so. Your site must be built with specific key words and phrases, meta data, page content and linking strategies that will help it reach top search rankings.

Because many key words and phrases have stiff competition for top search rankings, you will need to supplement your organic search engine optimization efforts with pay-per-click advertising. Getting established with pay-per-click advertising campaigns can be a little daunting, but with a little time, effort and instruction, that too can be accomplished in-house, or for a reasonable cost through an outside digital marketing agency.

Beyond e-mail, social media marketing and search engine marketing, you can venture into a host of other digital marketing efforts. Mobile advertising, radio, television, electronic billboards and much more are available as marketing outlets. Whatever digital efforts you choose, they should all connect and tie into your foundation – your company website.

If you have the means, a wise investment would be to engage the services of a digital marketing agency to assist in your marketing efforts. Today, many digital agencies offer multiple levels of service to accommodate businesses large and small.

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