Digital marketing is the advertising and promotion of products and services on the internet. As a professional digital marketing agency, we have the knowledge and expertise to help you find your audience online and promote your business through the best digital channels.
When a business refers to digital marketing, they mean advertising products or services on the internet through digital channels. Getting your message out there is a challenge for any business, especially as the past few years have seen radical changes in the way companies connect with their customers.
Traditional marketing channels are no longer as effective as they once were. New advertising opportunities are being developed and made available to organizations of all sizes. Fighting for the attention of your customers is getting harder as attention spans are getting shorter.
Why is this important to your business? The increased use of, and reliance on, digital devices is all around us. A recent survey showed that the average US adult spend 6 hours, 35 minutes per day, every day, accessing digital media. Advertising has always been about being visible and present where your audience goes; it is for this reason that digital marketing matters.
The evolution of digital marketing has been rapid and presents an option that levels the playing field for small businesses and large enterprises. A small business is able to access advertising space on Google just as easily as a Fortune 500 company. The question is not whether digital marketing can help your business grow, but how can it most effectively be used to help reach your objectives.
There is a vast array of platforms available to digital marketers, so much so that the availability of online marketing tools and advertising channels can be daunting:
One of the first questions that a digital marketing agency will ask you is what are your business goals? Only after defining your goals can an effective strategy be developed, choosing the most appropriate online marketing options to get you to where you want to be.
All require different approaches; all take time to develop. A poorly selected strategy is a waste of your marketing resources and will take time and effort to recover. Then, while you are recovering, your competitors are capitalizing on the opportunity and stealing market share. Partnering with a digital marketing agency will help you evaluate your options, avoid potential pitfalls and develop effective digital marketing strategies.
The first digital marketing strategy that most companies think of is lead generation – how can I use these digital channels to grow my business? The outreach campaign must, of course, be developed for the right channel and targeting the right audience. But you must also consider the complete customer journey.
Where do you send this traffic? If it is to your website, then what page should they see first to get the right impression of your business? Does that page contain all the information a potential customer requires to decide if your business can meet their needs? Does it provide an easy way for them to either complete the transaction or contact you for further information?
Brand awareness is another important strategy to engage digital marketing customers; allowing them to get to know and understand your brand so that an element of trust is built before an initial transaction.
Brand relationships are often virtual, with little or no physical interaction; clients want to understand your brand and values as well as the product or service that is offered. Developing brand awareness and providing trust marks help increase client engagement.
Once you have chosen your channel and developed the customer journey, you also need to put in place the measurement tools to track the Key Performance Indicators (KPIs) that will be used to judge the success, or otherwise, of your digital marketing campaign. This can be as simple as adding an Analytics package to your website or you could go further and start tracking actual customer responses (lead form submissions, calls received, products purchased). A comprehensive measurement plan will allow you to quickly assess what digital marketing tactics are working well, which require optimization, and which are not delivering the return on your marketing investment and should be stopped completely.
The concept of Return on Investment (ROI) has been around for many decades, together with the similar concept of Return on Ad Spend (ROAS). Digital marketing platforms, together with analytics software, allow accurate assessment of these metrics, so you can tell how individual channels are performing. Just remember that not all channels will contribute to the bottom line, Brand Awareness is about getting your name in front of your audience, so they are familiar with your company when the time comes for them to make a purchase.
For most businesses, online strategies center around websites. An effective website can operate as the hub for all of your digital marketing efforts. The perfect place to provide the answers that your customers are looking for – a place where curated content allows customers to decide if you can help them, before they reach out and engage with your company.
An effective website is more than just a flashy design with animated graphics – in fact, some of the most effective websites have clear and simple designs that allow a customer to quickly and easily access the information they want. The better the User Experience (UX), the more likely a customer is to engage.
A poor or confusing UX can lead to frustration and your visitor will just move on to a competitor’s site. Speed is also an important factor when it comes to UX. A slow, hard to navigate site will also lead to lost visitors. Make your site clean, fast and easy to use.
An internet marketing agency is able to help you navigate all of these channels and provide you with suggestions for the most effective way to spend your marketing dollars. However, all businesses are different, so be wary of agencies offering off-the-shelf packages for bottom dollar prices. Many businesses have been attracted by the promise of amazing results for a minimal investment. Those same businesses have been left disappointed when the promises don’t materialize and they find themselves no further forward, or even worse going in reverse.
With dedicated web development and marketing staff, Just A Web Company is uniquely positioned to develop complete digital marketing strategies from establishing your website to delivering business growth.