Digital marketing encompasses any online effort to promote products or services, from SEO, search engine optimisation) to social media promotion.
It can be used across industries, but its primary aim is to help companies identify buyer personas and create valuable content that attracts exemplary website visitors and generate leads.
Inbound Marketing
Inbound marketing is https://harperdigital.co.nz/ digital marketing Auckland that draws customers towards your business by creating engaging content tailored specifically for your target audience. Once created, this content should be promoted on social media and other platforms to reach more of its intended recipients.
Inbound marketing campaigns utilise search engine optimisation (SEO) techniques to increase your website’s ranking on Google, helping you reach more of an audience and boost revenue.
One significant benefit of inbound marketing over outbound is that it allows you to directly reach people actively looking for products or services you offer; for instance, if you sell life insurance, you could send special offers only to internet users who recently browsed your products online.
Tracking results is also beneficial to ensure you’re running campaigns that generate the highest-value leads possible. Seeing how successful particular campaigns were, allows you to optimise future strategies and ensure you bring in leads with high potential value.
Inbound marketing seeks to build long-term relationships between your audience and brand by drawing them closer through SEO, content marketing, social media channels and other techniques such as SEO. The process usually has four steps: attract, convert, close and delight.
Outbound Marketing
Outbound marketing entails sending messages to a large group of people to entice them to purchase your products or services. It uses traditional advertising techniques such as cold calling, print and broadcast ads and television/radio advertisements to bring sales.
Outbound marketing can be expensive, but it is an effective way to build brand recognition and attract new customers. When conducting outbound marketing activities, you must target specific groups.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is the practice of increasing a website’s visibility on search engine results pages (SERPs) to allow it to be more easily found and viewed by users. SEO is a complex and technical process involving business analysis and technical decisions; when executed successfully, it provides companies with lasting advantages.
Your pages need to be structured so that search engines can easily index them, and Google’s algorithm evaluates whether your pages align with users’ search intent.
Optimising your site for mobile devices and having a responsive design is also crucial for discovering content by mobile users, who account for 40% of internet traffic.
SEO can increase organic website traffic and help a company improve conversion rates through techniques like A/B testing using software like Optimizely that allows testing and optimising without needing to learn coding languages or possess skills.
In succeeding in PPC advertising, it’s vital to identify your target audience and set realistic goals for your campaign. Each platform offers options for targeting users based on age, gender, location, interests or more.
Once your ads are running, it is vitally important that they are regularly managed and evaluated. It allows you to monitor their performance, making adjustments as necessary to optimise them for maximum effectiveness. For instance, if a user clicks your ad but doesn’t convert immediately afterwards, retargeting campaigns allow you to show an ad back at them later.
Even with the proliferation of social media and unsolicited spam emails, email is still one of the most effective channels for turning prospects into customers. It makes campaign tracking and optimisation simpler than ever before.
An effective email strategy must focus on communicating the appropriate message to its intended target audience in an engaging, targeted fashion that includes a call-to-action (CTA).
An integral component of any successful email campaign is optimisation for various devices. Today’s emails are read across multiple platforms, meaning if yours takes too long to load or is too large, it could bore subscribers and cause them to opt out from your list altogether.
Excessive graphics should also be avoided as this can distract from the main content and be perceived as spam. Finally, keep your logo and colour scheme consistent throughout your email campaign to maintain brand recognition.