GNZY
A new gen digital marketing agency aimed to help businesses stand out to gen z and millennial audiences.
Within digital marketing, there are multiple activities you can choose from to help boost your business. Some will be more beneficial to your company than others, depending on different factors (we will be covering this in a separate article). So, to keep things simple today, we will be delving into each of the main digital marketing activities to a basic overview. Though, each of these activities deserve their own bit of spotlight, so we will cover them in their own articles separately too. Without further ado, let’s get into it.
In essence, email marketing is where companies use email as the communication channel for promotional or informative messages to groups of people. Today, the group of people that the email is being sent to has often “opted-in” to receiving these kinds of communications from the company. This kind of digital marketing activity is used to build a relationship with the audience while also keeping them engaged with the brand. This in turn (if used effectively) can increase sales, improve loyalty and increase brand awareness.
There are many types of email campaigns that could be utilised, such as, newsletters, announcements, promotional offers and invitations.
Email marketing can be highly effective as it can allow for personalisation and targeting. In addition, it’s relatively low-cost and easy to incorporate compared with other marketing activities, which makes it attractive for small businesses.
Social media marketing involves promoting your products, services or brands on social media platforms such as Instagram, Facebook, Twitter, TikTok, YouTube and LinkedIn. The aim around this activity is to engage and communicate with the company’s audience and further spread awareness, drive traffic to a website and increase sales.
Engaging in this digital marketing activity often involves creating and sharing content in the form of videos, images, text or even paid ads. There are other activities that are used through social media marketing such as affiliate marketing, influencer marketing and content marketing, which we will cover at a later stage.
Social media marketing is highly cost-effective, with platforms mainly being free to use, but gives you the option to advertise content for flexible costs. It is also useful for communicating to large audiences in a quick and easy manner. But, gaining enough traction to fully take advantage of its benefits can be time-consuming, which is why many companies outsource these activities.
SEO stands for “search engine optimisation” and entails a process of optimising a website to improve ranking on search engine results pages (SERPs). In optimising SEO, it will thus increase the traffic to a website without the use of paid advertising.
There are many different activities undertaken in SEO, which we will go in-depth in another article. But overall, SEO optimises different website elements such as the content, backlinks, structure and code. All of these elements have different techniques that can improve a websites’ ranking.
However, SEO is a time-consuming and complex activity, which is why it is heavily outsourced. Search engines are continuously adapting and evolving, which means that the techniques around optimisation also need to be kept up with.
PPC stands for “pay-per-click” and refers to the activity of paid advertising whereby the advertiser pays for each time a user clicks on their ad. Commonly used platforms for PPC marketing are Google, Facebook, Instagram and LinkedIn.
This form of marketing typically involves bidding on keywords or phrases that are specifically relevant to the business’ product or services. The idea behind selecting certain keywords or phrases is to match what users enter in a search query. Therefore, the ad is triggered and displayed in the first page of search engine results (social media PPC works slightly differently, of course).
PPC campaign performance can be effectively tracked and adjusted in real-time. However, this can become costly and requires close management to ensure costs remain within budget while maintaining a positive return on investment. Moreover, bidding can become competitive and intense, making this more difficult for smaller budgets.
Content marketing is a highly influential and powerful activity that involves creating and sharing relevant, valuable and consistent content to attract, engage with and retain customers. The overall goal of this is to drive profitable customer action through providing information, education or entertainment to the audience, without directly selling. The content created can take many different forms such as blog posts, articles, videos, images, infographics, podcasts, eBooks and more.
The benefits of content marketing can include lead generation, customer engagement, increased website traffic, brand awareness and even sales. However, this activity can be very time-consuming and requires consistency. It also requires an in-depth understanding of the target consumer’s behaviours, needs and preferences to really optimise its use.
The listed digital marketing activities all prove to be highly effective in an overall effort to increase sales. But each activity also bears its own benefits that can be suited to different organisations in their own ways. Depending on what stage you are at, whether you are starting out in your business venture, or you have been long established, each activity needs to be assessed in line with your overall goals to capitalise on the benefits effectively.
Not sure which digital marketing activity best suits your business? Contact us and we can assess your organisation to put together a recommended strategy.
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