Digital marketing best practice tips
Digital marketing refers to all of the online tactics used within any business's marketing strategy.
With about 5.3 billion internet users worldwide, a digital marketing strategy is essential to ensure a brand is connecting with its target audience at various digital touchpoints during the buyer journey.
Here are five examples of tactics that should form part of your digital marketing strategy.
Search engine optimization is the process of improving your website to increase its visibility on search engine results pages (SERPs). This digital tactic involves improving a website's on-page, off-page, and technical SEO.
To measure the success of SEO, a digital marketer would evaluate the volume of traffic a website receives before and after a campaign. Ultimately, improving SEO would lead to an increase in conversion rate. For example, that could be measured by the number of sales, webpage visits, or enquiries.
2) Email marketing
Email marketing involves communicating with a target audience, you guessed it, via email.
With data revealing that 347.3 billion emails are sent and received per day, it's essential that your email stands out from the rest. Everything from the subject line, structure of the email, body copy, tone of voice, and purpose of the message needs to pique the interest of your target audience.
Ultimately, you want them to convert into action.
3) Paid advertising
Paid advertising, or pay-per-click (PPC), is a tactic that involves paying every time your content gets clicked. Two of the most common examples of PPC are Google Ads and social media.
Paid advertising is a key part of any proactive digital marketing strategy. After all, with so much noise online, publishing only organic online content will not be enough to get your brand and products noticed.
4) Social media marketing
With 4.80 billion social media users around the world, equating to 59.9% of the total global population, social media marketing is a core part of any digital marketing strategy.
If you want some more tips on this tactic, check out our social media tips guide.
5) Digital PR
According to the Digital Marketing Institute, the main element of online PR is maximizing favourable mentions of an organisation, its brand, products, and websites on third-party sites, which are more likely to be visited by the target audience.
A digital PR professional will use tactics such as press release optimization, influencer and blogger outreach, link building, newsjacking, and online reviews within their strategy to achieve results.