The How of Digital Marketing: The definition of the art and how it can take your business to the next level.

Written by Chloee Kline

June 18, 2021

The How of Digital Marketing: The definition of the art and how it can take your business to the next level.

What is digital marketing?
According to an article from Marketo, an Adobe Company, “digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps”. There are numerous components of digital marketing, all-important for businesses to consider.

Pay-per-click advertising, or PPC, charges you for every click on your business’s ads so that your audience is targeted. These ads are usually retargeted, meaning automation tools can craft unique and personalized ads for your consumers.

Search engine optimization, or SEO, is the process of optimizing your content so that the keywords used will display your website as one of the first results when potential customers search for goods or services. SEO can increase your website’s rank on search engines like Google.

Social media marketing is one of the most important digital marketing styles as social media following grows each day. To boost your customer following and interactions, it’s vital to make sure your account is active and contains engaging content. More businesses are being discovered via social media than other platforms.

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How Social Media Marketing Works?
Social media marketing continues to grow and gain the most attention from potential customers. This style of marketing allows your business to start a dialogue and relationship with your consumers before they purchase your goods or services. Social media marketing can ultimately increase sales and interactions with your website. The most popular platforms currently are Facebook, Twitter, Instagram, Youtube, and LinkedIn. Many newer and younger businesses are taking advantage of TikTok as its usage has increased significantly over the past year.

There are social media management tools to guide you through this style of marketing. Buffer, being one of those platforms, shares five core pillars to social media marketing.
1. Strategy
2. Planning and Publishing
3. Listening and Engagement
4. Analytics and Reporting
5. Advertising

Social media marketing is a great way to establish a tone of voice for your business. Branding goes a long way when you begin to publish graphics and content online. It is very important to sit down with your team and brainstorm how you want your business to be portrayed across your social media platforms.

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The Buffer Five Pillars
Let’s get into these five pillars and dive deeper into how to get started on your social media marketing strategy.

Your social media strategy is important to discover your business goals. How do you want to increase your brand awareness or further generate engagement? You should establish what type of content you want to share and which social media platforms you want to focus on.

There are many social media management tools to help you manage your posts. These tools allow you to schedule posts and seek further audience engagement. Management tools are great for maintaining frequency in your posts and ensuring they are posted at the right time to experience peak engagement.

Once you start posting your content, engagement is everything. Your audience will begin commenting and engaging with your posts. Buffer and other software offer social media monitoring tools to help you keep track of all comments and messages you may receive. To maintain your connecting with your audience, it is important to stay up to date on the notifications your account may receive.

Many social media platforms offer analytics to see how well your posts performed. These social media management tools will display this data as well. The business setting on most social media platforms shows this data. You can use this information to perform better in your future posts.

As your social media following and business funds grow, you can invest in advertisements on the platform. Social media uses targeted ads based on the demographics, interests, and behaviors of the user. Once you start social media-based advertisements, you can easily optimize selected ads.

Digital Marketing Benefits & Trends
There are many advantages in investing time and energy into digital marketing. It provides a broad geographic reach. It is also more cost-effective than print or tv ads. It is easy for your business to be in control and customize the content you display.
Analytic results are easier to access and quantifiable. Many businesses will have contact boxes or surveys that ask “how did you find us?”. The social media platform you rely on the most may also have features to show how well your posts are engaging with the audience.
Connections with customers are more frequent and easier than ever before. It takes seconds for a consumer to view your page and give your social media account a follow. From there, they can view your website that’s linked, or turn on notifications for when you post. It is easier for your customers to connect with your business online by direct message.

An article from SingleGrain recently published new digital marketing trends growing in 2021. Voice search engine optimization or VSEO, is on the rise. Most smartphones allow you to speak to search or type text. Many platforms are making the shift to ensure their products are compatible with this growing trend.

Chatbots are also growing. They have powered 85% of customer service interactions as of 2020. The benefits of using chatbots are their 24/7 availability and easy service when it comes to answering client/customer questions.

Visual search is growing in popularity, as users can drop an image into a search engine and view more information on that image or see similar images.

There are 42 more trends listed in the SingleGrain article here.

How AXP can help
AXP is dedicated to creating personalized solutions for your digital marketing needs. We strive for success in our pursuit to set your business apart from competitors. We stay up to date on the latest and growing trends. Our digital marketing services include PPC, social media marketing, SEO and more which you can check out here. Our services have advanced the Indiana social media marketing game already. AXP has helped dozens of businesses launch their new or improved social media campaign and has built engagement. The future of digital marketing is very important to us as we prepare to develop alongside new trends like AI automation, voice optimization, personalized video content, and visual search. We are open to discuss these trending solutions for your business needs.


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