What Is Digital Marketing? Types, Strategies & Best Practices
Tracking tools and analytics can provide you with quantitative data about the ways users engage with your site, helping you guide them smoothly through the sales funnel. On the business side, the key to a successful partnership is to choose influencers whose audience matches your target market. For example, a company selling athletic wear would benefit most from collaborating with a well-known athlete. Likewise, a business selling cosmetics would be wise to seek out a collaboration with a beauty influencer.
Determine Your Digital Marketing Budget
Test one variable at a time to identify what drives better performance, and give each test enough time to collect meaningful data. A high ROAS indicates strong campaign performance and better return on investment. Conversion Rate is the percentage of visitors who complete a desired action, like making a purchase or signing up. A higher conversion rate signals more effective messaging, targeting, and user experience. Plan content that solves problems, tells stories, or entertains – always tailored to your audience and consistent with your brand voice. Mix formats like articles, short-form videos, podcasts, or user-generated content.
Pay-Per-Click (PPC) Advertising
The most common digital marketing strategies for B2B brands are email marketing and social media marketing. The rise of AI has encouraged brands to think outside the box in 2024 and experiment with multiple strategies, like automated personalization and influencer marketing. Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[59] Digital media continues to rapidly grow. While the marketing budgets are expanding, traditional media is declining.[60] Digital media helps brands reach consumers to engage with their product or service in a personalized way. A digital marketer uses digital devices and digital marketing techniques, such as social media marketing, SEO and content marketing to drive awareness, interest and sales of business products and services.
These types of website analytics are absolutely integral to any digital marketing strategy worth its salt. Content marketing offers companies a cost-effective and long-term strategy for reaching, nurturing, and converting their target audience, as well as supporting their SEO strategy. Each option presents unique advantages, enabling businesses to choose the one that aligns best with their needs and objectives. Marketing automation involves using software to automate marketing tasks such as email campaigns, social media posts, and lead nurturing. Tools like HubSpot, Marketo, and Pardot help streamline these processes, allowing for more personalized and efficient marketing efforts.
Now that you know digital marketing’s definition, you might wonder how your business can take advantage of digital marketing’s many benefits. A Facebook Page for a Fortune 100 company looks the same as a Facebook Page for a five-person company. This even playing field can help your company bypass big brands and reach your target market.
Leveraging effective channels and platforms enables businesses to tailor their marketing messages to specific audience segments. By conducting thorough market research and analyzing consumer insights, businesses can gain valuable information about where their audience spends their time online and how they engage with digital content. Unlike traditional marketing methods limited by physical boundaries, digital marketing allows you to connect with a global audience instantaneously.
Regardless of which content you create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. Your content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page. Use Mailchimp to promote your brand, reach your target audience, and grow your business.
Digital marketing is a website broad term that covers all online strategies used to promote a brand, including paid ads, email marketing, SEO, social media, and display advertising. It encompasses both outbound methods (like paid ads and promotional blasts) and inbound efforts. To optimize a digital marketing campaign, you need to continuously refine and adjust various elements based on performance data.
Short campaigns may have higher cost-per-action, while long-term efforts benefit from gradual optimization and cost efficiency. Unlike homepages, landing pages eliminate distractions by focusing on one clear objective, which increases conversion rates. Platforms like Google Ads reward relevant landing pages with higher Quality Scores, lowering costs and improving visibility.
Or, that your social media ads on Facebook outperform those on Instagram, leading to a more significant Facebook ad spend. These PPC ads display at the top and bottom of the search results page when you search for a word or phrase, indicated by a “sponsored” text above the title. These two tactics focus on making your site friendlier and more authoritative to search engines and users. Platforms like Coursera, Udemy, and LinkedIn Learning offer comprehensive digital marketing courses, from beginner-friendly fundamentals to advanced strategies.
The number of publishers that link to you, and the relative “authority” of those publishers, affects how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites, and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs. There are a number of ways to approach SEO in order to generate qualified traffic to your website. If you have that brochure on your website, you can measure how many people viewed the page it’s on, and you can use a form to collect the contact information of those who downloaded it.