Almost every large and independent business across the world uses digital marketing.
With so many businesses around the world, going online is becoming a driving force for business. For this to be successful each business needs to have a digital marketing sector, whether this includes a full team, a single person or an apprentice. The role of a Digital Marketer is to ensure that everything online runs smoothly, is up to date and draws in business. Here in Manchester alone (the home of 360 Apprenticeships), there are over 8,000 companies that have a digital presence employing over 82,000 people; so getting noticed is more important then ever.
In this blog, I discuss four of the main elements that are involved in digital marketing, how they can be utilised and why it is so important to the modern-day business.
When we think of digital marketing, the first thing that comes to mind is Social Media. Millions of companies around the world use it to promote the business, so getting to the top pages can be a battle. Online presence is more important than ever, with annual growth increasing every year. There are now 3.499 billion active social media users, with 202 million new users between April 2018 and April 2019. This means that being noticed online isn’t as simple as it used to be.
Social Media is the face of digital marketing and can be one of the major factors to drive business. Depending on what the business sells, opportunities they provide and the target audience, the tone and target audience can differ for each channel. If you are business who uses Instagram to sell products, then each post will be aimed at customers, whereas LinkedIn targets businesses and employers, so posts here will be more professional. Though having a social media presence is important for future customers and potential partnerships, it isn’t the only area that will improve online presence.
Search Engine Optimisation and Analytics
What happens behind the scenes of social media is just as vital. To ensure that each post rank highly and drives traffic to the main web page, every Digital Marketer will use two elements that work hand in hand. Search Engine Optimisation (SEO as it is known) and use online Analytic tools.
Analytics helps to see how you perform online in areas such as how they found the website, if the right audience is targeted and even which country they visited from. Some sites and apps already have their own analytical software, but there are a number of web analytic tools that can be used to help you see the bigger picture. For starting off, Google Analytics is a great application not just for simplicity, but as it is free too. Though you may not get every little detail about how well the business does online, all the basic essential information is there.
Search Engine Optimisation (SEO) is important to get each business noticed on all major search engines. When someone searches a term online whether this is Google, Bing, Yahoo etc, the first page is as far as many will go. On the search engine giant Google, the first page attracts 92% of traffic, with that dropping by 95% on the second page. This is why getting on to page one is vital to draw in business and can be done in two ways – Organically or with Paid Search.
Organic Search involves actively boosting performance from adding keywords and phrases in posts and blogs, to placing company details into online directories and Google My Business. An important factor to consider that will help with getting noticed on search engines is focusing on local SEO. Wherever your company is based add keywords that relate to you location. For example, we are based in Manchester so will include words and phrases that will attract those looking in the Manchester area.
But you do have to be patient; the process can take some time to gain traction and move up the ranks, so make sure all the content is up to date and relates back to local SEO.
If you want to move to page one much sooner, paid search is the way to go. Paid search is where a company pays for a spot to be featured on the top of page one, without having to wait months to see any progress and help to gain customers quicker. Paid search works on a model known as pay – per – click; meaning that whenever someone clicks the link the business pays a fee. Though it can be costly, you can be certain that the paid ad will be one of the first they see.
One element that many don’t realise is involved is Email Marketing. This is a huge part in attracting business, whether this is from a Business to Consumer (B2C) standpoint or Business to Business (B2B), but what the details each email involves will vary depending on what they sell. An online clothing company will tailor a majority of their emails for customers giving information on new lines, sales, competitions and much more. Whereas a manufacturing company will target businesses and tailor the emails with information on what they can offer and why they should be used.
The question that gets asked a lot is if email marketing is a dying breed, which is definitely not the case. On average, 102.6 trillion emails are sent yearly with an estimation of 126.7 trillion emails by 2022. Out of all that have an email personal or corporate, 99% open their emails on a daily basis. However, if businesses and consumers are overrun with emails, feel that the information is no longer relevant, or don’t feel engaged they hold the power and can unsubscribe at any point. Ensuring that each email engages the recipient is vital to keep them as a customer and help generate leads to expand.
No matter what sector a business is in or who they are targeting, engaging content can drive traffic to the website and generate more consumers and/or partners. Content marketing involves anything that is uploaded which is includes social media, creating videos and writing regular blogs. In digital and content marketing blogging is now one of the driving factors to draw people in. Writing well detailed blogs can position you as an industry leader, giving your audience a reason to choose and stay with you. Businesses who specialise in B2B that have published blogs reported that they generate 67% more leads monthly through blogging. But how are these blogs found and bring in new customers?
When writing blogs you need to think about the content and how it is phrased. This is where keyword research comes in to play, and helps to boost SEO. Using specific phrases and words will ensure that the right audience are drawn to the blog who can potentially become new customers. Another way to draw in readers is adding links from other sites known as back-linking. Although this will take the reader to another page, whoever owns that site will be able to see how the reader is visiting their site, and if the back-links drive traffic to them, they could potentially promote your blog and business.
Once the blog is complete and uploaded to the company’s page, creating posts on your social media platforms to promote will interest potential and recurring readers. Not everyone will actively search for blogs, so if you don’t inform them then you can lose readers and potential customers. You can even create marketing campaigns via email for the exact same thing, to advertise and remind them of your blogs.
There are many other elements within Digital Marketing that will increase rankings online and draw in more customers. But the above are the four that are most commonly used, and work hand in hand to get businesses on the digital map.
If you are an employer looking to hire, or want to start an apprenticeship in digital marketing, contact us for more information.