The Gears of Digital Marketing


The internet has been an important tool for business owners for over a decade now. However, in the past five years or so, it is now more important than ever for your business to have an online presence. Building your business’s website is the first step to effectively market and grow your business. But, while you might think that once you have your site up and running customers will flock to your business, that couldn’t be further from the truth. A website is just one component to digital marketing.


Think of digital marketing as a system of gears. There are many pieces involved in promoting your business online and they all need to be operating efficiently and in unison so that your marketing is as effective as it can be. Now this all may seem daunting and you may not want to invest in all the necessary things that digital marketing brings to the table. Here’s why you should consider taking those first steps and investing in a digital marketing strategy for your business.


This may come as a shock to some of you but just because you have a website, it doesn’t mean people can find it. You can spend hundreds, even thousands on a site but it’s a wasted cost if your site cannot be found via search. Customers being able to find your website is dependent on the kind of marketing you do. Though, if you do no marketing whatsoever, then the amount of traffic coming to your site will be dramatically low.


There are different kinds of traffic that will come to your site that we can optimize for you. Direct traffic is when customers bypass search and type out your web-address into the URL box. This is typically performed by customers who all ready are aware of your site. To maximize the potential of this kind of traffic, you want to brand your business as much as you can (business cards, networking, print ads, etc.).


Then there is referral traffic. This is when people come to your site because they saw an ad or some other type of promotion from another website, clicked on it, and landed to your website. This something that as you build brand awareness, you may want to look into as it is always great to have ad campaigns running or things of a similar nature to continue growing.


Digital marketers are experts at running ads and utilizing retargeting to increase traffic to your site. The final types of traffic are social and organic. Social is comes from having presence on social media. Decide what networks are best for your business and start being active on the platform. This is a long-term grind to build followers, so don’t be discouraged when you aren’t immediately getting followers left and right.


Digital marketers will be able to efficiently run ads on your desired platforms and work with you in order to establish the best digital marketing campaigns to increase your social media presence. Organic traffic comes from customers inquiring on search engines. This is where most of your business’s traffic should come from and it involves optimizing your site for search. This is why SEO (Search Engine Optimization) is important for marketing your business.


SEO, put simply, is taking strategic keywords and terms that relate to your business so that when customers search for these terms on a search engine, the likelihood of your business appearing at the top of the page increases. This is key to building your organic site traffic and increase the potential number of customers seeing your website each day. Another important tool is PPC advertising (Pay-Per-Click).


PPC ads are how you can direct traffic to your website from Google or Bing through search query ads. Google AdWords is probably one of the most common and well-known examples of this for a good reason. PPC is one of the fastest and most effective ways to generate leads for your website.


Digital marketing has a wide array of tools at your disposal. Choosing the right ones can be a tricky process but develop a strategy on how you want to increase your business’ digital presence is the first step. Then research the techniques that will aid your strategy the most and go from there. It’s getting to the point where digital marketing will be a must for all businesses. Start taking advantage of digital marketing now so that your business can reap the benefits in the long run. This will all serve to help grow your business into a successful and thriving one.

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