Why Do Digital Marketing (Online Marketing) For Your Business?
Digital marketing is the umbrella term that’s used for the different types of online marketing you use to reach prospects. Learn more below.
There are many different marketing methods that fall under this umbrella and some of them are:
- reputation marketing
- video marketing
- social media marketing
- content marketing
- local search marketing
- PPC marketing (This includes text ads, video ads and display ads.)
- brand marketing
Some people might say that search engine marketing needs to be part of that list while others believe that search engine marketing covers both PPC and trying to rank organically.
This is how Wikipedia defines the term reputation marketing:
The reputation marketing field has evolved from the marriage of the fields of reputation management and brand marketing. In the socially connected world of the new millennium a brand’s reputation is vetted online nearly in real-time by consumers leaving online reviews and citing experiences on social media websites.
If you work to build a five-star culture within your business and consistently ask your customers to leave reviews for you online then market that reputation, you will be adding fresh content to your website, fresh content will be consistently added to your social media profiles and you will be building authority within your marketplace.
As your online reputation grows, you can see as much is 80% of all new customers coming to you because of your online reviews.
This makes reputation marketing and extremely valuable marketing method that can have an insanely high ROI.
Video marketing can be very effective if you have the right script so that you can deliver your message for maximum effectiveness and the process in place to produce it and distribute it so that your target audience sees it.
The length of the video and the message that it delivers is more important than the quality of the video but a high quality video with a powerful call to action will help tremendously.
To increase its effectiveness, you need to properly optimize your video so that it can be found on YouTube as well as the other search engines.
The right kinds of videos when combined with reputation marketing will help solve the five problems listed below:
- Video Marketing
- SEO Marketing
- Brand Marketing
- Social Media Marketing
- Reputation Management
75% or more of your customers regularly watch videos and do searches on YouTube or Google to find the information that they are seeking to solve a problem.
Social Media Marketing
Most business owners know that they need a presence on the different social media sites and that they need to have fresh content on those sites.
They also know that content creation and posting to the different sites takes time, money or both.
Reputation and video marketing, when done properly, can help solve some of the content creation and distribution problems.
Fresh content on your website, on your social media sites, on your video sharing sites and on sites that point back to your website are all important in showing you are an authority in your niche.
Unfortunately, creating and posting this content takes time, money or both.
As mentioned above and in other posts on the site, reputation and video marketing can help with the creation and distribution of some of this content.
Local Search Marketing
Local businesses need to understand and embrace the fact that they are competing against local competitors more than they are competing against national brands or companies.
Many search engine marketing companies concentrate on global search more than local search when dealing with local businesses.
Unfortunately, the local business owner doesn’t know the difference between local search and global search so they have trouble deciding which company should get their marketing dollars.
Search engine optimization and the attempt to rank the site locally differs greatly than trying to rank a website globally when you are dealing off-site.
Some on page optimization is also different for global brand over a local brand.
PPC can either stand for pay per click or pay per call but in this instance were going to be talking about pay per click.
With this type of marketing, your text ads and product listings only cost you money when the ad is clicked.
Unfortunately, you will be competing against both local and global brands which means the cost per click can be anywhere from a few dollars to more than $100 with no guarantee that that click is going to convert into a customer.
The reality is that you may need to get 100 clicks to get two or three paying customers from text ads.
Product listing PPC campaigns often have a higher conversion rate but you cannot run this type of ad campaign unless you are selling a tangible product.
Display ads are images that are displayed on the content network and you pay for these ads by the impression.
Fortunately, the rate is usually much lower and if you have a good image ad and know how to target properly this type of campaign can be profitable.
The most profitable way, in my opinion, to use these image display ads is to use them in a retargeting ad campaign. This means that your image ads are only shown to people that have already visited your website.
With this type of the ad, a cookie is dropped into their browser while they are on your website and regardless of what webpage they visit when they leave your website, they will see your ad as long as that site displays banners from an advertising network.
This means that they could see your banner ad while they’re on The Weather Channel, CNN or some other sites.
This type of marketing can get very expensive because it is strictly built around building your brand instead of attracting new customers.
Brand awareness is important but so is lead generation and sales and most local business owners have to concentrate on making sales over building their brand.
Some of the marketing methods I’ve mentioned above will help you with brand awareness while also helping attract new customers.
If you need assistance with any type of marketing that I mentioned above, give me a call at (863) 274-1859 between the hours of 3 PM and 7 PM.
You can visit www.youronlinerepscore.com to see what your online visibility and reputation currently looks like.
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