Digital marketing has become an increasingly method used by businesses to attract customers and sell their products or services. Consisting of digital media and marketing channels, it offers an unparalleled level of reach and customization when compared to traditional marketing methods. And while there are many digital marketing strategies available the following five are often viewed as the most effective.
Search engine optimization (SEO) is a digital marketing strategy that involves optimizing a website for higher rankings in the search engines results pages (SERPs). It consists of both on-page and off-page methods that encourage search engines to rank the website — or web page — at the top of the SERPs for one or more keywords.
Pay-per-click (PPC) advertising is a digital marketing strategy that lives up to its namesake by only charging advertisers when their ad is clicked. It’s offered by Google, Bing and Facebook, each of which allows advertisers to create PPC ads for their respective platform. Like SEO, PPC is a cost-effective way to promote your business and the products or services it offers. You can set a daily budget, and you’ll be only charged someone clicks your ad, regardless of how many people see it.
Technically, remarketing is a type of PPC advertising. It differs, however, in the sense that remarketing only displays ads to users who’ve visited the advertiser’s website in the past. You can create a remarketing campaign on Google Ads, for example, that displays ads to people who’ve visited your business’s website in the past. Because they’ve already visited your site, they are familiar with and interested in your brand. Therefore, conversion rates tend to be higher with remarketing ads than traditional PPC ads.
Email consistently ranks as one of the most popular digital marketing strategies among businesses — and for good reason. According to Experian, it’s 20 times more cost-effective than conventional advertising mediums. Once a prospect has provided you with his or her email address, you can add them to your email newsletter.
Finally, social media media marketing (SSM) is a digital marketing strategy that involves promoting your business on social media networks like Facebook, Twitter and Instagram. Statistics show that more than three-quarters of the U.S. population has a Facebook profile. Using social media networks like Facebook, you can connect with your business’s audience while encouraging them to visit your store and buy your products or services in the process.