• Alexander Bengoechea

How Digital Marketing Adds Value to a Business

The early ‘90s saw the term “digital marketing” breach our everyday vocabulary. But it’s not until the 2010s when the revolutionary form of online advertising began to pick up steam, causing multitudes of brands and businesses to jump on the trend to gain a more powerful global reach. 10 years later, digital marketing remains a powerful tactic that helps add value to businesses—no matter what niche they’re in.

Calling digital marketing an advertising strategy is a bit of an oversimplification. True, it does come across as a strategy, but there’s more to it than strategizing and advertising. Whereas traditional marketing focuses solely on getting a product or service noticed by potential customers, digital marketing also factors in the social implications of a campaign and considers an individual’s online behavior to tailor ads that they would most likely respond to.

In short, digital marketing is a serial approach to marketing—focusing on what adds value to a business and the customer altogether.

Okay, you’ve got me interested. So how does digital marketing help your business? What tactics can I use as a business owner or a brand ambassador to get the most out of its wide reach?

Digital Marketing Strategies to Help Reach Customers Easily

Let’s zero in on the most effective digital marketing techniques that can help a business gain more traction online and turn those site visits and clicks into paying customers.

Search Engine Optimization (SEO). This is a form of digital marketing that’s been providing great results to a lot of brands and businesses these days. SEO helps your business website be more searchable on search engine results page (SERP) queries on a particular service or product. It’s a tactic that capitalizes on search keywords that are related to what you offer; the process of making changes to the website design and content so it’s optimized enough—making sure that your website ranks higher in search engines. A higher ranking means a higher chance to be discovered by visitors, who, in turn, ultimately become customers.

Pay-Per-Click (PPC) Ads. Similar to SEO, pay-per-click advertising also uses keywords to have your ads appear for every search term. PPC is a good technique that targets ready-to-buy customers that are actively and intentionally looking to buy your service or product. You only pay per clicks of your ad, and it also appears on top of the search engine results page. It kind of looks like a sure way to rank high, but it also has to follow certain guidelines set by Google and other search engine providers to make sure that your ads are not intrusive to the user experience.

Social Media Ads/Sponsored Ads. Since a lot of people are spending their time on social media, it’s also a good place to advertise your business or brand in a way that targets users based on their likes, interests, and overall social media activity. By doing sponsored ads, you are essentially creating an attention-catching ad that doesn’t come across as right-in-your-face marketing. It’s created in a way that follows the social media platform’s unspoken rules on content and online discourse. That way, the ad doesn’t give out overly sale-sy tones (which is something that people tend to avoid these days).

Influencer Marketing. Influencers in general get a bad rep because of a pretentious and self-serving agenda being exuded by a lot of them, but not all influencers fall under this category. There are a number of influencers on social media and video platforms such as YouTube and Tik Tok that genuinely care about helping brands promote their stuff. In essence, influencer marketing is a way for a brand to capitalize on an influencer’s existing social media reach, in order to get more sales coming in. Lately, however, the rise of micro-influencers (those who don’t have millions of social media followers but have a decent following that guarantees real engagement) have proven to be a better alternative compared to mega influencers like the Jenners. They might have fewer followers of only 10,000, but you can be sure that their audience interact with the influencers regularly (and in real-time).

eCommerce. Think about Amazon. That’s basically how eCommerce works. You sell a product online and have it delivered through couriers. But eCommerce has evolved into something more than selling products on Amazon or eBay. It’s a way to set up shop online and use the other strategies mentioned above to capitalize on sales and engagement. Most brands also have eCommerce websites aside from having physical stores in malls and department stores because it also banks on the convenience (and thrill) of shopping online.

These are just some of the effective ways that digital marketing can help add value to your business. No matter what niche you’re in, these tactics have proven to be a useful tool that has helped brands grow exponentially over the years. Again, digital marketing is more than advertising online. It’s a process that considers human emotion, social impact, and technological feats to ensure a pleasurable transaction experience for both the business and the client.

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