Grow your business with the fundamentals of digital marketing strategy

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Whether you’re re-launching a product, starting a business, or strategizing a new digital marketing plan for next year, understanding the fundamentals of digital marketing is essential to your success.

For marketers at small businesses, solo-marketers or those working for a large corporate team, digital marketing tactics will help your organization get found online by the right people to attract, convert, close and delight with your products and services.

So What Exactly is Digital Marketing?

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing.

Here’s a quick rundown of some of the most common assets and tactics:

Assets

  • Blog posts
  • Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
  • Earned online coverage (PR, social media, and reviews)
  • Online brochures and lookbooks
  • Branding assets (logos, fonts, etc.)common assets and tactics:
  • Ebooks and whitepapers
  • Interactive tools

Tactics

Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.

Inbound Marketing

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Affiliate Marketing

A type of performance-based advertising where you receive the commission for promoting someone else’s products or services on your website.

 Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people towards the business’ website.

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.