Digital Marketing Essentials: An Overview of 6 Important Channels

Digital Marketing Essentials: An Overview of 6 Important Channels

Contents

 

Do you ever ask yourself, what are the digital marketing essentials?

 

When it comes to the success of your online store as an eCommerce venture, launching your store is only half the battle. Retailers are required to market their websites in order to increase traffic, which ultimately results in increased sales.

The role that digital marketing plays here cannot be overstated. Digital marketing is a fantastic tool for generating excitement about your company and its products, gaining the confidence of your target audience, and driving traffic to your website in the hope that they will make a purchase there and continue to do so in the future.
When executed in a smart manner, digital marketing can be an immensely useful instrument for online retailers and their brands. Start with intention rather than spreading yourself too thin by attempting to use all of the channels at the same time. Think about the objectives of your company, the constraints of your finances, and the people you intend to reach. Let’s take a look at some of the ways that you can advertise your internet business by utilizing digital marketing.

What is digital marketing?

The process of promoting a brand, product, or service via the use of paid and organic advertising efforts on various internet platforms is known as digital marketing. The promotion of your eCommerce firm in virtually every online venue is included in the scope of digital marketing.

It is not necessary for brands to be the ones to put out the word; instead, astute online brands let their customers do the talking on their own. Therefore, if a client writes a gushing review about your company’s product and publishes it online, or if they mention your company favorably on social media, both of these actions constitute examples of digital marketing.

When it comes to actively promoting their brands, more than three quarters of firms make use of marketing initiatives. The most typical marketing goals for such organizations include enhanced brand exposure, sales, engagement, leads, and revenue; all of these goals, as well as others, can be reached by strategic digital marketing.

Setting a digital marketing plan

Multiple channels should be incorporated into any comprehensive digital marketing strategy. Facebook, Instagram, email marketing, search engine optimization, and a host of other digital marketing strategies are typically utilized by the majority of firms. Where your ideal customers spend their time, how much money you have available, and what you hope to achieve with your company are the primary factors that should guide your choice of marketing channels.

Now that we have that out of the way, let’s take a look at how you can advertise your internet business using some of the most common and successful digital marketing techniques.

Marketing using social media

The use of social media in marketing is an excellent method for both fostering relationships with new clients and fostering engagement with existing ones. The term “social media” refers to all of the different channels that are currently available, including the more popular ones like Facebook and Twitter, in addition to more specialized websites like Houzz and Twitch. The following are some of the most important social media networks that you should investigate:

  • Facebook, which boasts 2.3 billion active users each and every month
  • Instagram boasts one billion active users on a monthly basis.
  • Twitter, which has 206 million “monetizable” users actively logging in each day
  • Snapchat currently has 530 million users that are actively using the app.
  • Pinterest, which boasts a total of 454 million active users on a monthly basis
  • TikTok is presently one of the social media networks that is expanding at the fastest rate, and it has 205 million downloads.

 

On each of these networks, you have the ability to create organic social posts. Your social updates that are organic are those that you post on the pages of your brand that do not include any paid promotion. It is excellent practice to utilize a combination of engaging and promotional content in conjunction with organic posts, with the emphasis being placed more on engaging content. Excessive amounts of self-promotional posts may cause users to unfollow your account.

As an illustration, the retailer of home goods MADRE Linen has a curated Instagram feed that incorporates photographs of their products in addition to lifestyle shots:

On the other hand, the reach of your posts and the interaction you receive from them are totally determined by algorithms. Investigate the possibility of including paid social ads as part of your digital marketing strategy in order to expand your audience reach and ensure that more people will visit the material you provide on social media. Every major platform has its own advertising chances, and these opportunities come with a wide range of customization choices.

To get you started, we have assembled the following materials on managing sponsored social advertisements:

Facebook adverts
How to Advertise on Facebook: A No-Nonsense Facebook Ads Guide For Beginners
There are six different types of Facebook ads that can be used for customer acquisition and retention.
Instagram adverts
A Comprehensive Guide on Utilizing Instagram for Business in 2022

Pinterest adverts
The Complete Guide to Getting Started with Promoted Pins and Advertising on Pinterest
You might also find the following materials helpful in maximizing the potential of your social media plan:

User-Generated Content: How to Rally Customers to Create Content With You Taler: A Free Tool From Shopify to Create Stunning Social Imagery [User-Generated Content: How to Rally Customers to Create Content With You]

Free template for developing a strategy for social media
Fill in the blanks to think through how you can best use social media to fulfill your marketing goals. From selecting your channels to deciding what to publish, this exercise will help you think through how you can use social media.

Email marketing
People connect with one another and with organizations using one of the most significant digital communication tools available today, which is email. In addition, the report “Forrester Analytics: Email Marketing Forecast, 2018 To 2023 (US)” suggests that the amount of time spent using email will continue to grow. There are around 96% of people over the age of 12 who utilize digital channels, and an increasing number of them are eager to sign up for promotional emails sent by firms. On the other hand, there is a growing unhappiness with branded emails, which indicates that there is greater opportunity for businesses that do a good job of doing so.

email social users on a monthly basis

In addition, email is an efficient method for reaching customers of all ages, including younger generations. Email is the platform of choice for more Internet users between the ages of 12 and 17 than Snapchat and Facebook combined.

You can use email to offer a variety of promotional and non-salesy content, such as newsletters with informative content about how to make use of your products, early announcements, exclusive discounts for your email list, and access to special sales and affiliate programs. In an effort to increase sales, Spirit of the Herbs distributed a special coupon code to the members of its mailing list:

Email from the Spirit of the Herbs

Build customer profiles with the help of email marketing software and then segment your mailing list to prepare for the creation of tailored email marketing campaigns.

Find out more about using email into your overall digital marketing plan here:

Learn everything there is to know about email marketing, from list building to advanced lifecycle automation, and everything in between with this comprehensive guide to best practices for email marketing.
The Step-by-Step Guide to Building an Email List That Will Drive Sales for Your Online Store
Shopify Email: Leverage the Power of Email Marketing to Bring Out the Best in Your Brand
Internet marketing and optimization with a focus on search engines
Search engine marketing, also known as SEM, and search engine optimization, often known as SEO, are both activities that aim to improve the visibility and discoverability of a website through the use of internet search engines. Whereas search engine marketing (SEM) refers exclusively to sponsored strategies, search engine optimization (SEO) relates to organic, or non-paid, efforts.

According to one survey, online firms should expect search engine result pages to contribute 35% of their overall traffic and 33% of their total revenue (SERPs). Even though there are a lot of search engines available, Google is by far the most popular one, and as a result, it is the search engine that the majority of companies prioritize.

You can run pay-per-click (PPC) display advertising through the Google Ads dashboard, targeting specific keywords for searches in the geographies that you have chosen. This pertains to search engine marketing (SEM). There is always a choice for every budget, even if your aims and the level of keyword competition cause your budget to shift in different directions.

The cruelty-free and chemical-free toothpaste brand LOVBYT includes search engine optimization (SEO) as part of its digital marketing mix. It has placed a bid on the keyword phrase “organic toothpaste,” which ensures that it will be seen at the top of the SERPs whenever those phrases are used in a search.

LOVBYT SEO

Discover more about the benefits of organic search engine optimization for your digital marketing strategy:

7 Free and Straightforward Search Engine Optimization Tools for Startup Entrepreneurs

Want Some Traffic? How to Draw People to Your Brand-New Website (Even if You Don’t Know Where to Start)
Do You Want Your Store to Be Ranked? Utilize This SEO Checklist to Secure Your Spot on Page One

Downloadable and totally free: an SEO Checklist
Do you want to rank higher in the results of a search? Obtain free access to our comprehensive checklist about search engine optimization.

Content marketing

Creating and/or curating material for the purpose of selling a company’s products or services is an example of content marketing. A blog is one of the most common forms that content marketing may take. As a matter of fact, more than fifty percent of marketers include blog posts as part of their digital marketing mix. Building relationships with new and existing customers, raising awareness about your brand and products, enhancing search engine optimization, and creating authority in your chosen niche are all successfully accomplished through the use of content.

On its website, CBD and hemp oil manufacturer Cerena maintains a blog that is titled Cuentos (Stories). On this site, the company publishes information about its business as well as how individuals might incorporate its products into their everyday life.

Cerena blog

The following is a list of resources that you may utilize to get your digital marketing strategy off the ground with content:

Here are 8 Exceptional Blogs Managed by Online Retailers (And What You Can Learn From Them)
Here Are 7 Free Content Creation Tools That Will Assist You in Gaining More Online Engagement
4 Ecommerce Blog Post Layouts to Choose From to Help Drive Customers to Your Shop
Automation of marketing processes
When you use technology to develop a set of rules that are designed to trigger automated actions from your marketing platforms, this is referred to as marketing automation. The term “marketing automation” might refer to the use of just one platform from your technology stack, or it can refer to the use of multiple technologies that are integrated together. For instance, the Shopify App Store offers a wide variety of marketing automation applications that may be integrated into an online store.

Utilize the following resources to incorporate behavioral retargeting into your digital marketing mix:

If you want long-term growth, you should take the post-purchase path (2022)
7 automated email campaigns that will keep your customers coming back for more
Remarketing

Remarketing, also known as behavioral retargeting, is the practice of marketing products or services to customers who are already familiar with your brand in some way. You are able to set up retargeted marketing campaigns that are informed and targeted depending on the prior actions of your audience.

Putting that into practice could look something like this: Perhaps you decided to expand your home-goods company by introducing a line of mugs designed by local artists. A fresh design for mugs was created with your collaboration with a different artist a few months following the initial mugs project. You already know that the people who bought your first artist-designed mug are interested in products of this kind, so you can remarket to them knowing that they will be interested.

In order to help you get started with remarketing as part of your digital marketing plan, here is another useful resource:

Through the Use of Facebook Retargeting, You Can Win Back Potential Customers

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