The Beginner’s Guide to Digital Marketing
At the forefront of it, marketing a product has always been about connecting with your audience in the right place and at the right time. With how accessible the internet is today, the way of marketing to your audiences have changed. In fact, according to official statistics, the Internet usage in Malaysia is a whopping 84.2% of the population!
The way people are interacting with the Internet, at the height of the COVID-19 pandemic at the forefront of this revolution, means that you’ll have to pivot to market to them online for more effective results.
What Is Digital Marketing?
Enter digital marketing. Whether they are on social media, browsing through news sites to keep updated, or even Googling to find something that they need, digital marketing puts you in those same channels for your prospects to see and ask questions to learn more about you and your products or services. It’s one of the best ways for your business to get your product and your message in front of your best prospects and customers.
If you’re new to digital marketing, it may be overwhelming to think about all the various sorts of digital marketing channels and strategies used. We get that. That’s why we’re here to help you out with this beginner’s guide to digital marketing.
How Does Digital Marketing Work?
It’s important to start with a digital marketing strategy. Think of a digital marketing strategy as a map. Without it, your business doesn’t have a clear direction for achieving its goals. You know what you want to accomplish, but you don’t know how. That often leads to the launch of a digital marketing campaign that fails to drive any results.
If you want to invest in digital marketing, you need to invest in a digital marketing plan. Once you have all your required information and goals, you’re ready to create your first digital marketing campaign. But first, we should probably let you in on the different digital marketing channels and strategies and how they work.
Commonly Used Digital Marketing Strategies
A digital marketing strategy is a plan that outlines how your business will achieve its marketing goals via online channels like search and social media. Most of your digital strategy plans will summarize which online channels and digital marketing tactics are the best fit for you, and include how much is needed to invest into the whole campaign for success.
Some examples include:
i) Search Engine Marketing (SEM)
Search engine marketing (SEM) is the process of gaining website traffic by purchasing ads on search engines. This is a digital marketing method in which you can place ads on search engine results pages and pay for the engagement that’s received by those ads. This is especially effective specifically through pay-per-click or pay-per-view means.
Pay Per Click (PPC) is a paid form of advertising that relies on an auction-based system. With PPC, you bid on keywords that you want your ads to show up for and your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.
PPC is a useful online marketing strategy as it propels your website to the top of search results. In short, you’re not paying for a premium ad space, but only for the results you get.
Search engine optimization (SEO) is one of the most effective digital marketing initiatives today. Basically, SEO is the process of improving your website by optimizing your online content and website crawl accessibility so that it ranks highly in search engine results. SEO is not a short-term digital marketing strategy, but requires time to optimize keywords and phrases related to your business, as well as quality content and website functionality like loading speed and crawl accessibility in order to move up the rankings.
If you manage to achieve the above, you’ll rank higher on search engine results, leading to more people seeing your business or webpage. If your organic search results fall below to page 3 or lower of search engine results, less users will click to view your content. SEO differs from a paid search result as the results are organic, and users will see your business as reliable or trustworthy.
It helps to think of SEO as a requirement, as SEO helps to direct more organic traffic to your website from members of your target audience. These include people who are actively searching for the products and services you offer, as well as users who are just browsing for products. The reason is that almost every user begins their search for a new product or service with a search engine.
iii) Social Media Marketing
One of the most widely used digital marketing strategies now is social media marketing. The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. A social media marketing campaign can feature one or several social media platforms, including:
iv) Social Media Advertising
While creating an account social media platforms is free, most social media platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok and more will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.
You can buy ads targeted at people you want to reach out to. By identifying each of these target customers, you’ll be able to identify which social media channels are the great fit for your campaign. Unlike PPC, you don’t have to wait for someone to search for targeted keywords or even necessarily know about your brand. Social media marketing targets online users based on their interest and demographic. Often, for a successful social media marketing campaign, you will have to create creative, engaging and viral content to actively engage with social media users. If your content is not deemed “attractive” enough, users won’t spend time to engage with it.
vi) Content Marketing
Content marketing is where your business focuses on reaching, engaging, and connecting with consumers via content that you create. The content created provides values to users, rather than being just a sales-orientated copy. These include videos, blog posts, infographics, articles and so on. You want to create original and high-quality content that is easily shared on social media for the best impact.
Content marketing also focuses on optimizing your content for search engines to improve your visibility in search results. With your content, you can then target specific keywords to optimize the content for search and users. This will help to increase traffic to your website, and generate conversions.
vii) Email Marketing
The main focus of email marketing is to retain existing customers, as well as gaining new ones. Email marketing also helps to encourage repeat purchases and generate conversions to your site as well.
Brand awareness is one of the key reasons for investing in an email marketing campaign. This allows your brand to stay at the top of mind for potential customers, and provide current clients with beneficial information like relevant industry news, and personalized content like coupon codes that keep them engaged and coming back for more.
Digital marketing is the marketing of today. 2020 has been a year that pandemic hit most of the industries sector all around the world, and in 2021, we predict that the same will happen. With digital marketing, you’ll get to track the results of all your efforts accurately, to be able to see which strategies are producing profitable results and which ones need tweaking.
If this article has convinced you that you need digital marketing for your business or your brand, we’re here to help. At Milestone Digital, we understand that many businesses or brands may just be looking for the best digital marketing agency to help them achieve their goals and align with their company’s growth.
With our experience in digital, including social media (Facebook, Instagram) marketing, virtual online event planning, KOL and Influencer management, video production and website development among other offerings, we can help you craft a viable digital strategy that is able to turn your digital channels into sustainable growth for your company.
Contact us today and let us know how we can help you navigate the new norm of digital marketing.
Speak to us at +603 7932 1001
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