Contemporary consumers acquire knowledge from the Internet. It is precisely on the web that they seek purchasing advice, opinions about specific products or service providers, and increasingly finalize purchases or initiate collaborations. For this reason, it is so important to understand the power of digital marketing and implement it in your company.
Discover practical tips on digital marketing that every company should implement today.
- Agnieszka Nowok
- Office Manager. Z branżą marketingową związana od ponad 7 lat. Zafascynowana możliwościami, jakie dają kanały marketingowe, specjalistka od reklam ppc.
- July 2, 2021
- July 2, 2021
Spis Treści
| What is Digital Marketing?
In Poland, you can increasingly come across terms like digital marketing or internet marketing in the context of digital marketing. Although it is a broader concept than standard internet marketing.
After all, it involves all promotional activities of a company within the Internet, including SMS and MMS campaigns. Nowadays, users use various devices while browsing the web – smartphones, desktop computers, tablets, or laptops.
Therefore, internet marketing should operate on multiple levels to be able to acquire customers from various sources within the Internet. Optimized content for Google plays a significant role in digital marketing.
They allow reaching users and, at the same time, do not entail high costs.
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| Why Invest in Digital Marketing?
The costs associated with marketing activities can be quite high, and small or newly established companies are often afraid to invest in promotion.
How does it end? Their development is constantly hampered, and they cannot realize their potential. Digital marketing is based on a detailed analysis of the company’s profile, the competition’s actions, and the entire industry
Learn the most frequently cited reasons why it’s worth investing in digital marketing.
| Measurable Results
Analysis plays a vital role in internet marketing. Specialists use a range of analytical tools when creating campaigns or simply implementing further marketing strategy objectives.
These tools allow them to get even closer to the target audience, check the number of views, clicks, determine the source from which the user reached the website, and gain many other useful insights. In particular, actions such as SEO, Google Ads campaigns, managing profiles on YouTube, Instagram, or Facebook require thorough analysis.
A/B tests are also performed, enabling the optimization of previous marketing efforts and increasing their effectiveness.
| Digital Marketing Provides Better Cost Control
Also, keep in mind that digital marketing allows for strict control of costs incurred by the company. A good example is PPC campaigns, where payment is based on the number of link clicks.
As a result, the client can set an upper limit not to be exceeded. Usually, at the very beginning of cooperation, for instance with a marketing agency, a daily or monthly budget is determined, and specific actions and objectives are adjusted to it.
| Targeted Advertising
The worst solution is directing advertising to everyone. This way, not only do you waste money senselessly, but you also gain very little. Digital marketing is based on understanding and reaching a specific target audience.
Such an approach ensures financial savings and significantly higher effectiveness. Many specialized paid and free tools are available to help you determine who the visitors to your website are, such as Google Analytics.
This knowledge will help you stop spending money blindly. Additionally, you can improve your offer to maximize your profits.
| Effective and Inexpensive Ways to Reach Customers
Of course, external marketing knows no bounds and can cost a lot of money. However, there are many forms of external marketing that require virtually no financial investment, just a commitment of your time or delegating the task to others.
Here, of course, we are talking about content marketing, which has been highly regarded by Google in recent years. Writing articles for a company blog or being active on social media doesn’t require any financial investment, just finding the time for it.
Digital marketing offers significant benefits and doesn’t cost as much as outdoor campaigns, TV or radio advertising. Therefore, it becomes an excellent way of promotion, not only for small and medium-sized companies, but it’s also chosen by large corporations.
| Expand Your Reach
If you can reach the target audience with optimized content, you will expand the reach of your website or store, and consequently, your company. By utilizing the potential of the Internet and Google’s search engine, you make your website more visible online.
This increases your chances of acquiring new customers and gaining more recognition. Did you know that even a newly established company can take advantage of the so-called long tail and outperform industry leaders in Google’s search results, generating a considerable amount of traffic and increasing reach?
This way, you can reach customers from Poland as well as various parts of the world.
| Combine Digital Marketing with Traditional Marketing
If you have been investing solely in traditional marketing activities so far, digital marketing can complement it excellently. You don’t have to give up your previous promotional methods if they have yielded positive results.
When you start cooperating with an internet marketing specialist, be sure to inform them which activities have brought the most benefits.
| Build an Email Database
Digital marketing enables you to reach the target audience and facilitates the process of building a database of loyal customers or at least those who may be highly interested in your offer.
Email marketing becomes reliable in this regard, especially the email database created through it. When you collect email addresses from people, for instance, through a newsletter, you can communicate more effectively with customers.
| Easier Customer Contact
Note that when your company is active on social media or has implemented digital marketing mechanisms, it can stay in contact with customers more effectively. This streamlines the communication process and allows for more efficient community engagement.
It is worth noting that web marketing stands out with its two-way nature of advertising, in contrast to traditional marketing. Users on social media or blog readers can leave comments, ask questions, and the company representative should respond promptly.
How to communicate with the customer? Firstly, add a contact form to your website, include a call to action to show what actions you expect from the customer. You can also link your website to Facebook, Messenger, or install chatbots.
| Quick Results
Finally, it’s worth noting that many marketing activities included in external marketing provide quick results. This applies, for example, to Google Ads campaigns (formerly Google AdWords), which allow your website to gain top positions in Google search results almost immediately.
However, such a state of affairs remains until you make a payment. This is in stark contrast to SEO (search engine optimization). Of course, it’s not just Google AdWords that can deliver quick results.
When you create an engaged community, Social Media Marketing allows you to increase sales or achieve other defined goals within minutes of publishing a post. Both campaigns on Facebook, Instagram, and Google Ads have another significant advantage.
What is it? They not only provide results very quickly but also allow you to launch such advertising rapidly. Moreover, you can successfully do it using a smartphone. Of course, experience and knowledge are necessary to ensure that the campaign will indeed be profitable and achieve the intended business goal.
| Digital Marketing – Key Elements and Techniques
Remember that you don’t have to use every promotion channel right away; you can do it step by step, which will keep the initial costs of digital marketing relatively low.
The most important thing is to choose areas that will provide you with the highest return on investment (ROI). This way, you will gain real evidence that digital marketing is worthwhile and, additionally, you will have the funds for your company to become active in other areas as well.
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Here are the most popular elements of digital marketing:
| SEO
SEO, or Search Engine Optimization, is related to optimizing a website to include the most advantageous keywords, allowing it to achieve high positions in Google search results. Also crucial is link building, which involves acquiring links to strengthen the domain’s authority in the eyes of Google. SEO is a marketing effort that brings many benefits, including increased website traffic, reaching new customers, establishing oneself as an expert, enhancing visibility, building a leadership position in a specific industry, reaching local customers, and more. However, it’s essential to be prepared for the fact that SEO is a long-term endeavor.
| Social Media Marketing
Social media platforms gather millions of users, making them an excellent place to reach potential customers. Your company can engage with the community on platforms such as Facebook, Instagram, YouTube, TikTok, Pinterest, Twitter, or LinkedIn. Consistent activity, open communication, user interaction, and a well-thought-out content publishing strategy become essential. Social media marketing activities can significantly increase your brand’s recognition and trust among the audience. Posts with video, high-quality graphics, infographics, carousels, how-to guides, and real-time marketing posts are particularly popular.
| Content Marketing
Content marketing is considered the easiest way to reach potential customers, valued for not requiring significant costs while offering many benefits. It includes building your expert position, supporting SEO efforts, generating website traffic, building trust, and creating a brand image. Valuable content can effectively encourage potential customers to make a purchase or choose your services. It’s essential to note that content marketing includes more than just text content| Digital Display Advertising
Digital display advertising involves presenting graphical ads in various available formats on the internet. Digital marketing, in this case, doesn’t just refer to image-based ads but also includes text, audio, and video ads. The results of such ads are easily trackable, helping to assess user reception and cost-effectiveness. Typically, display ads appear as banners on websites or in online stores. As the name suggests, web analytics is related to internet analytics, which involves collecting data, measuring, and analyzing it to create reliable reports. Digital marketing uses data analysis to better understand users and their behaviors, allowing campaign optimization, precise targeting, and reducing the risk of advertising failures. Many business owners underestimate the significant potential of email marketing. It’s a form of digital marketing that’s excellent for maintaining constant contact with customers. When users subscribe to a newsletter, you can inform them about current promotions, new products, occasional discount codes (e.g., for their birthdays), events, and more. Email marketing also helps remind customers of your company’s existence and encourages them to visit your store, even after a long absence. However, enticing potential customers to provide their email addresses becomes crucial. In exchange, you can offer discount codes, free e-books, or free delivery. You might think that SMS and MMS marketing have become obsolete, but that’s not entirely accurate. While MMS advertising investments might not pay off in many cases, SMS marketing is a different story. This form of digital marketing can increase sales, remind users of your company, generate website traffic, and acquire new customers. It’s particularly effective for online stores and can also work well for businesses with physical stores. Many large brands collect phone numbers from customers who have made purchases, enabling them to inform these customers about current promotions, new offers, seasonal sales, and send discount codes. Unlike online marketing, SMS marketing reaches customers who might not be currently online but are almost certainly carrying a smartphone. Sending an SMS can encourage them to return online, make a purchase, visit your website, or simply remind them of your business. PPC, or Pay Per Click, means you pay when a user clicks a link leading to your website. PPC campaigns often take the form of graphic, search, or remarketing ads. Currently, PPC is widely used in Google Ads campaigns to drive more website traffic. It works well with SEO, especially when SEO isn’t delivering the expected results. With the help of Google Ads’ paid advertising, your website, articles, or product pages can appear at the top of Google’s search results. This increases brand visibility, user trust, and sales. If a well-planned advertising campaign is launched, you can start reaping the benefits within a few hours. More and more companies are recognizing the enormous potential of mobile apps, especially for online stores, to expedite and simplify the purchasing process. However, merely developing an app isn’t enough; you also need to promote it and attract customers. As is the case with other digital marketing methods, creating valuable content, video marketing, paid campaigns on Google Ads or Facebook Ads become essential. Installing a mobile app can also become a business goal on your website, offering users a discount code in return for installing the app. Affiliate marketing is a digital marketing technique where an advertiser delegates certain tasks to independent partners and pays them based on performance. It often involves the use of affiliate links that marketers distribute to encourage users to utilize a service or make a purchase. When the task is completed, the advertiser pays a commission. The most commonly used model is Pay Per Sale, which involves commission based on the sales value. There is also the Pay Per Lead model for filling out forms, providing phone numbers, and Pay Per Call for getting in touch with the advertiser, or Pay Per Click for unique users. Contrary to appearances, this type of digital marketing is beneficial for both parties, ensuring increased profits and saving a significant amount of time. Marketing automation refers to marketing activities aimed at using technology to automate marketing tasks. By implementing marketing automation, it becomes possible to accelerate and streamline the work of employees while improving their work quality. The goal is clear: to increase a company’s revenue in less time. Marketing automation can make various marketing activities related to SMS marketing, social media marketing, or email marketing more effective. A website serves as both a business card to present your company’s offerings and has the potential to drive conversions. Before deciding how digital marketing can work best for your company, you should establish specific business goals. Once you understand your expectations, it will be much easier to determine whether the best results can be achieved through actions in Google search results, social media, or email marketing. Not sure what goals digital marketing can help you achieve? So, let’s explore a few of the most popular goals that our clients opt for: Since digital marketing allows cost control and long-term effects and enables real-time monitoring of marketing results, budget planning should be relatively straightforward. However, to achieve this, it is essential to create a tailored digital marketing strategy in advance. When determining the amounts you want to allocate to marketing, pay attention to the following: Social media, content marketing, email marketing, SEO, PPC, and many other forms categorized as digital marketing are fundamental techniques for promoting a company on the internet. They provide greater visibility, increased profits, and facilitate reaching new customers. Therefore, we are confident that you cannot afford to forgo these benefits. Invest in digital marketing to transform your business and unlock its full potential. Remember that internet marketing is always profitable, but only when based on a detailed analysis. Now that you understand the vast potential of digital marketing, contact our specialists to help promote your company online.| Web Analytics
| Email Marketing
| SMS and MMS Marketing
| Google Ads, PPC (Pay Per Click) Campaigns
| Mobile Apps and Internet Marketing
| Affiliate Marketing
| Marketing Automation
| Internet Marketing Goals – Which Goal to Choose for Your Company?
| Digital Marketing and Budgeting – What to Consider?
| Digital Marketing – Summary
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