Digital Marketing Basics to Build a Foundation

Digital marketing has become an essential method of reaching your clients and customers. We often speak to business owners or leaders who know they need to have a presence online, but don’t quite know how to get there.

According to BusinessWire, there were 5.3 billion internet users and 4.62 billion social media users worldwide in 2022. That is up 10% from 2021.

So what is it, and why is it important?

Digital marketing is the method of promoting your brand’s products and services using various digital channels such as social media, websites, and email.

Because digital marketing is focused on online techniques, you will be able to reach a wider and more targeted audience. While these marketing tools will organically reach potential customers and provide you the potential for growth, they will also help to establish your brand and allow for more recognition as an industry expert. Finally, with a cross-platform presence online, you will be able to track your outcomes. Using these metrics may come at a later date, but will prove helpful in the future sustainability of your business and brand.

1 - Make sure you have a solid foundation to build on

The best place to start is to evaluate your current online footprint. Items like a dated or malfunctioning website, disorganized database or inaccurate information will make any digital marketing efforts useless.

Set a timer for 30 minutes and Google your business, your name, and your industry. Think about what kind of language a potential customer may use in their online seach, for example, “Best Dentist Near Me,” and see what comes up.

Next, check your business listing through Google. Does your website appear? Does it have the right information? Is your website accurate? Make a list of updates and top priorities to update before moving on.

2 - Identify your goals and ideal audience

What goals do you have for your business? Are you in growth mode or wanting to maintain your online presence and establish your expertise?

Who are you looking for? Write down a profile of your ideal customer or client. What are their needs? This will help you determine what kind of digital marketing, and more specifically, what platforms you will want to use.

3 - Search Engine Optimization (SEO) and Keywords

Search Engine Optimization, or SEO, is the method of producing content that triggers search engines, like Google, to rank your webpage and content high on the results page. This involves including keywords related to your company and services in all of your online content. To ehnance your SEO, research and list the primary keywords for your industry and company and ensure they are used throughout your website’s content.

4 - Content marketing

In the world of marketing, content is king! The more valuable and informative content you have, the better. Think about the places you may have content. Start with any website content or information, including:

  1. Blog posts
  2. Press releases
  3. News articles
  4. Videos
  5. Presentations

This type of marketing is especially helpful as you interact with and build your audience, so make sure to gather as much as you can.

5 - Email Marketing

Email marketing is an excellent way of building a base and to reconnecting with existing or previous clients. However, it is important to have a strategy and templates for sending emails. Consider the types of email you want to send, how often and who would be included. Do you have a list of emails? Is it segmented at all? Have you been sending any emails? This is a good time to look back at your content and get specific with who and how you are targeting your audience so as not to produce generic emails that won’t get opened.

6 - Social Media Marketing

You knew this one was coming! Probably the most talked about in digital marketing, social media platforms are used to reach new audiences with fresh and creative content. Social media is client-focused and aims to generate new impressions and engagement with your brand.

Do you have any social profiles? Evaluate and outline your publishing, monitoring, and engagement. Have you run any ads? Consider again the content you have and the person you want to reach.

As you begin your digital marketing journey, take it slow. Even small changes can lead to major outcomes when it comes to your digital presence.

To learn more about digital marketing strategies or for help with your personalized plan, contact us