Online Marketing

From Facebook adverts and newsletters to traditional print and PR, there are so many ways to promote your small business. But how do you know which is best?

PR specialists from FSB PR/Crisis Management explain the seven most popular ways to market and advertise a small business, both online and offline.

Contents

• Media relations
• Social media
• Digital advertising
• Press advertising
• Direct mail
• Search engine optimization(SEO)
• Email marketing

1. Media relations

Also known as PR, media relations is simply getting articles about you and your business in publications and their online websites.

Perhaps you’ve won a new contract, launched a new product or service, appointed new people or achieved record results. It might be that something quirky has happened within your business or you’ve reached a milestone, such as an anniversary, or you’ve sold a significant number of items. Another way to get coverage is by giving advice or having strong views about a subject and being prepared to openly state them.

What are the benefits of PR?

Provided you appear in the ‘right’ places, you’ll be seen by your target audience. If you run an engineering business, you’ll benefit from being seen in select trade publications. If, however, you’re keen to raise awareness of your café, then the local newspaper and magazines are the places to be.

Such media coverage not only raises your profile, but it’s also ideal for conveying important factual messages about your business, along with promoting its values and culture.

Should I use a PR agency?

Although you can contact a reporter or journalist yourself to tell them about a potential story, this can seem daunting, so you might want to consider using a specialist PR agency.  They can:

deal with journalists and identify stories in your business

advise you on the best places for your articles to appear and how to ‘pitch’

provide you with original content for your website

However, there are no guarantees your piece will feature. It boils down to the strength of the story – again, this is why using an agency is advisable because they instinctively know what will work.

Ready to write your first press release?

Watch free bite-sized videos from PR experts on how to craft a press release that grabs attention and discover what you should include for success.

2. Social media

Social media plays a critical role in marketing your business if used effectively, and the opportunity to reach and engage with such a huge audience is not to be missed

Social media is a great way to connect with people who already engage with your brand and introduce the business to people who are yet to discover you. 58 per cent of consumers visit a brand’s social pages before visiting its website.

What are your business goals?

Before you begin developing a social media marketing campaign, you need to consider your business goals and marketing plan. Do you want to reach a wider audience, generate more traffic to your website, or increase product sales

It is also important to understand who your target audience is, what platforms they are likely to use and what kind of content they will find useful and engaging. Our guide to social media platforms will help you find the right one for you.

What should I post on social media

Creating relevant content for your audience is crucial to the success of your social media, whether it’s on Facebook, Twitter or Instagram. When creating content, think about what your audience wants to see and what valuable content you can give them in return for their attention. If you are in a service-based industry, free resources and tips from your business can go a long way – you’ll become their go-to when searching for information, leading to potential new clients. If you are a product or brand, invest in photography and video and create a consistent brand identity with your assets. It’s also worth knowing that video is one of the most engaging assets, so use it whenever possible.

Social media is not just about putting the right content out there.  As a business, you need to generate a two-way conversation with your audience so they feel a human connection, making you more memorable and more likely to keep followers.

It’s important to regularly review your channels to understand what’s working. Each social platform offers basic analytics.  It’s good practice to dig deep into your analytics on a weekly and monthly basis to analyze, review and tailor your strategy to maximize results.

3. Digital advertising

Targeting specific audiences, executing data-led strategies and delivering measurable results are only a few of the benefits of marketing your business via digital advertising. The main digital advertising channels are PPC (Pay-Per-Click), display and paid social. All of them run across mobile and desktop devices.

Digital advertising can be a minefield, but it’s completely transparent and accountable – you will be able to see, down to the penny, where your budget has gone and which aspects of your campaign have been the most effective.

What is Pay-Per-Click?

Search (PPC) campaigns are often run on Google Ads, which is Google’s own online advertising network. They can help you advertise to your target audience whilst optimising any ad spend to give the best return on investment. PPC campaigns can be tailored so your ads are only shown to people who have made a search that is relevant to your product or service.

What is display advertising?

If your objective is more about brand awareness and not leads, then you should consider display advertising instead.

Believe it or not, the Google Display Network (GDN) claims to reach 90 per cent of all Internet users worldwide. It’s a vast network of web pages, news sites, blogs, video platforms like YouTube and email providers such as Gmail.

Users browsing sites within the GDN may not be interested in your product or service just yet, but you will get the chance to pitch it to them. You can even remarket to users who have already visited your site in the past but didn’t convert to remind them of the solutions your business can offer them.

What is paid social advertising?

Whilst social media profiles are free to set up, consider investing in paid content, too, particularly on Facebook and Instagram. In basic terms, this means you assign a set budget to a post which boosts its reach, allowing it to be seen by more people.

Facebook, the world’s largest social network, is an excellent alternative to Google if you want to advertise your business in a highly targeted way.  You can do this by setting up ad campaigns targeting users by age, gender, location, job title, interests and even behaviours. They’ll see text, image and videos displayed in Facebook stories, in-stream videos, Facebook search and messages, articles and the Facebook app.

If you decide to appoint an agency to look after your digital advertising:

• make sure you understand what they are saying to you, keep asking until you do
• be prepared to pay a fee for their strategic advice and implementation in addition to the advertising spend itself.
• Find out more about how to build a successful online advertising campaign using Facebook and Google.

4. Press advertising

To be effective in magazines and newspapers, your advertisement needs to be both big and bold.

If your advertisement doesn’t stop someone in their tracks and make them take notice, then you will have wasted your money on buying the space.

What should be in my advert?

The headline, text and images you use are crucial.  Rather than focusing on what you want to say, think about your target customers – what do they want or need to hear from you?  Get inside their heads, think about a message that will resonate with them.

Focus on the benefits of your product or service rather than the features.  If your business manufactures underfloor heating, plumbers will want to know that it’s easy to install and will deliver them a good profit but if you’re targeting homeowners directly, they’ll want to know how it makes them feel when they step on it in the middle of a bitterly cold night.

Sometimes it can be challenging to think in this way, so you might want to consider using a creative agency to help you formulate ideas.  The added benefit is that you’ll then be able to adapt their ideas into all sorts of other marketing materials – e-shots, mailers, posters – so paying someone to come up with ideas is definitely worth the cost.

5. Direct mail

Back in the pre-digital era, direct mail earned the nickname ‘junk mail’. Not a morning went by without there being a pile of letters and leaflets on the doormat. It had become a victim of its own success – sadly, all the well-targeted and relevant messages were lost among the irrelevant ones.

Direct mail can be wonderfully effective, provided you follow three key rules:             

Use good quality data.  If you manage your own database, make sure it’s clean and up-to-date.  Alternatively, consider buying data from a reputable data broker – it’s far more affordable than you might think.

Send content that is relevant to the recipient.  It’s pointless promoting a children’s nursery to a database of over 70’s.

Make sure your mailer piques interest by standing out and featuring intriguing messages that resonate with the recipient.

Although direct mailers are more expensive than e-shots, they can be far more impactful and effective.  Emails can be easily deleted and go unread, whereas it’s far harder to ignore a physical mailer that also has a longer shelf life, especially if the creative content is strong.

6. Search engine optimization

SEO has established itself as one of the key practices to market your business online. It has become essential for most companies to have a well-optimized website and this is where SEO is crucial. If you’re new to SEO, our beginner’s guide takes you through the simple things you can do to boost your strategy.

In order for your web pages to show up for relevant search terms or ‘keywords’ in search engines like Google, they need to be optimized across three different areas: technical, on-page, and off-page.

Technical SEO ensures that Google understands and can easily and quickly access all pages you want to rank. Having a technically sound website is only one aspect of great SEO.

Ultimately, users want to read about your product or services, so you need high-quality, engaging content that’s optimized in order for Google to rank it.

Tips for writing online content

• Write for the user, not the search engine. If your content isn’t readable, you will struggle to convert users into customers.
• Within your copy and HTML code, you will need to pay attention to optimizing page titles, headings, internal linking, and image descriptions for every page you wish to rank.

Now you’ve got qualitative content live, you need a ‘vote of confidence’ from topically relevant, external sites.  Attract links naturally as well as manually through local link building, guest blogging, influencers, content marketing and PR campaigns.

7. Email marketing

The key to generating great sales is being able to communicate clearly and in a timely manner to your target audience.  Email marketing is great for creating short-term urgency and adding incremental revenue as part of your regular marketing activity.

You can use emails tactically to drive a limited-time offer, end-of-season sale or to promote a new service.

Email marketing is:

• Cost-effective
• Measurable
• Immediate
• Scalable
• Efficient

Tailor your message

Once you have your customer list to hand, you can tailor your messaging to the right audiences – engagement rates will probably be high for customers who have previously used your services or purchased from you. Those customers can also share the email with their friends or contacts, expanding the reach and awareness of your brand to an audience you might never have engaged with before. Staying in touch with existing customers is a great way to keep your brand front of mind and present loyal, lapsed and potential customers with the most up-to-date offers and new products or services.

Track your results

The results of email marketing are immediate and you can quickly see the number of customers who have received your email, opened it, and clicked on any of the links or offers within it. This will give you a quick indication of how well the email is performing in terms of overall engagement, sales, and return on investment (ROI).

The data will give you actionable insights, too, so you can see which are the most popular types of content, products, services, or offers for any specific audience. You can then tailor your follow-up emails to reflect these learnings. Integrated as part of a wider campaign or used as a standalone activity, email marketing is one of the best ‘return on investment’ channels there is.

What is Google Analytics?

Google Analytics, or GA, is a free analytics tool that gives you an in-depth look at your website and/or app performance. It integrates with Google’s marketing and advertising platforms and products (including Google Ads, Search Console, and Data Studio) making it a popular choice for anyone using multiple Google tools.

Is Google Analytics Free?

There’s a free and a paid version of GA (the latter is called Analytics 360). Small and medium-sized businesses will likely get all the features you need from the free version. Analytics 360 begins at $150,000 per year (invoiced monthly) and increases after your site receives more than one billion monthly hits.

Should you use Google Analytics?

If you want a lot of data — and more importantly, have the time and ability to analyze and act on it — GA is a great fit. However, GA takes time to set up, learn, implement, maintain, and use.

Other marketing analytics options, such as HubSpot, can give you all the data you need with much less work.

Now, what steps will you need to follow when setting up GA? Good question.

How to Set Up Google Analytics

• Create a Google Analytics account.
• Add the name, URL, and industry of the website you want to track.
• Add a view to your property.
• Add your tracking code directly after the head tag of your site.
• Visit your GA portal and verify the code is working.

Before you start using Google Analytics, you’ll have to set up a Google account. This means you must have a registered Google Account email address and password.

Once you’ve created a Google account, that doesn’t mean you automatically have access to GA — rather, you have to register for Analytics (which we’ll review how to do in the next section). But the important thing to note as you go to set up GA is that you can only access the tool by using a valid Google account.

Here are the steps on how to use Google Analytics for your website. (I’m using my class reunion website as an example.)

Step 1: Create a Google Analytics account.

First, you’ll have to create a Google Analytics account. Or, sign in to your current account.

Before we move forward, you should know that there are currently two versions of Google Analytics: Universal Analytics and GA4.

Step 2: Add the name, URL, and industry of the website you want to track.

Choose which account you want to add the property to.

You should create and name your Property at this point and enter the website’s URL as well as the industry and reporting time zone. Then you’ll be able to Create and Finish this step of the process.

Step 3: Add a Data Stream or View to your property.

Note: GA4 no longer uses “Views” but it instead has “Data Streams” with similar functionality. Keep this in mind when following these steps using Universal Analytics.

To add a view to your Universal Analytics account, go to the account and property you want to add a view to — use the menu to Create a View, name your view, select the type of view (web or app), and answer a few other questions. Remember, you can add up to 25 views to a property in GA.

To add a data stream to your GA4 account, go to the account and property you want to add a data stream to — use the menu to add a Data Stream. Choose or add a stream, and save it.

Step 4: Add your tracking code directly after the <head> tag of your site.

When you create a property, you’ll have access to a unique ID for tracking and a global site tag (code you need to add to each site page you want to measure). This is how you’ll be able to collect data in your property

Then, paste your global site tag right after the opening <head> tag on each site page you plan on measuring.

You’ll be asked to choose your type of site (static, dynamic, web hosting, Google Tag Manager) so that you can set up the data collection accurately.

Step 5: Visit your GA portal and verify the code is working.

Lastly, verify your code is working. You can do this by looking at the Real-Time reports section while clicking around on your site in a different tab or on your phone. The report should show at least one visitor to the site (that’s you!)

And that’s pretty much it! After that review, you may be wondering the following:

Do you need to add the GA code to every page of your site?

That’s a lot of manual work — especially if your website has more than 50 pages. Plus, what happens when you create new pages? Do you need to add the tag every time?!

The short answer is: no.

The longer answer: you only need to add the tag to every page template. So, if you have one-page type on your site (meaning every individual page uses the same header module), you only need to add it to that module — and it’ll be applied to every page

If you have two-page types, you’d need to paste the code into the two separate header modules. Three-page types? Three header modules.

And if you use a CMS like HubSpot, this task is even easier. These tools come with a separate field where you paste your tracking code just once. HubSpot users can follow these simple instructions for adding GA.

Additionally, to set up GA properly, you’ll want to understand the various layers of the tool — specifically, the hierarchy.

Understanding the Basics of Google Analytics

Google Analytics is made up of many parts, so it’s important to have a clear lay of the land as you begin learning. This section is dedicated to Google Analytics guidelines to help you master the basics of this powerful tool.

Google Analytics Hierarchy

Here’s a look at the GA hierarchy. Remember, Universal Analytics uses “Views” while GA4 uses “Data Streams”, so both are demonstrated in the visual below.

Let’s dive into each of the sections within the hierarchy.

1. Organization

The organization is the highest level. It represents a company. For example, our organization is HubSpot, Inc. One organization can encompass multiple GA accounts.

Organizations are recommended for larger businesses, but not mandatory.

2. Account(s)

Accounts are not optional. Using Google Analytics requires at least one (sometimes several) accounts.

An account doesn’t mean a user account. I can log into the HubSpot Google Analytics accounts using my Google email ID. HubSpot’s head of technical SEO can also log into the same account using his Google email ID. Our historical optimization specialist can also log into the same account using his Google email ID

Important details:

• You can assign one property to each account or multiple properties to one account. Every account can hold up to 50 properties.
• You can give user permissions for an entire Analytics account, a property in an account, or a view in a property.

You might be wondering, “What’s better: creating a new account for every property or adding every account to the same property?”

It depends on your use case and goals.

For example, suppose you have one website — the Stark Industries corporate site — and five subdirectories, including the Stark Industries blog, careers section, media resources, case studies, and investor relations information.

You want to create separate properties for each subdirectory so the people on each team can look at how their portion of the site is performing, as well as the larger site

But maybe you have another site that discusses Tony Stark’s work with S.H.I.E.L.D. You want the S.H.I.E.L.D. team to see data for this subdirectory, but you don’t want them to see data for the rest of the website. You create a new account and property for the S.H.I.E.L.D. site.

3. Property

A property is a website or app. Each property can support up to 25 views.

4. View

At the minimum, you need two views per property:

One with zero configuration — essentially the “raw” version of the view

One with filters set up to exclude any traffic from within your company (i.e. a filter for your IP address) as well as bots and spam traffic

A view only captures the information after your filters and configured settings have been applied. And once you delete a view, that data is gone forever. For those reasons, it’s critical to keep an unfiltered view of your data.

5. Data Stream

A data stream in GA4 is a flow of data that gives you more insights into how your site is performing across different operating systems. There are three preset data streams you can choose from including web, iOS, and Andriod; or you can choose to create a custom data stream.

6. Google Analytics Dimensions and Metrics

To use GA successfully, you need to understand dimensions versus metrics. I’ve found the easiest way to think about it is:

Dimensions: categorical variables. Simple examples include names, colors, and places.

Metrics: quantitative variables. Basic examples include age, temperature, and population.

Or as my Data Analytics professor put it, “Metrics are what you can do math on.” Not the most eloquent phrasing, but it works.

Dimension Examples

• Browser
• Location
• Landing page
• Device
• Customer type

Metric Examples

• Sessions
• Pageviews
• Conversions
• Bounce rate
• Session duration

In any GA report, your dimensions are your rows and your metrics are your columns.

Custom Dimensions and Metrics

GA lets you create custom dimensions and metrics from Analytics data plus non-Analytics data. To give you an idea, suppose you track the membership type of customers who have created an account in your CRM. You could combine this information with page views to see page views by member type.

Or maybe you run a blog. If you want to understand how audience engagement impacts other metrics (like conversions, pages per session, etc.), you could create three custom dimensions for each type of reader:

• Advocate: user who shared one-plus posts on social media
• Subscriber: user who signed up for your email list
• Customer: user who purchased premium access
• Using these dimensions will give you invaluable information.

7. Google Analytics Audiences

An audience is a group of users that have something in common. That commonality could be anything: maybe you’re targeting consumers in Australia, so you have an “Australian audience,” or you want to sell to millennials, so you have a “25-34 audience.”

GA comes with several built-in audiences (including the two I just mentioned, location and age). You don’t need to do a thing to set these up — once you have the tracking code installed, GA will automatically break down your visitor data into these audience reports.

However, you can also create custom audiences. Perhaps you’re only interested in “Australian millennials”; you’d need to make a custom audience that only includes visitors who are A) in Australia and B) between the ages of 25 and 34.

Creating an audience is fairly easy. Honestly, the hardest part is figuring out what you’re trying to accomplish and then identifying the user characteristics that’ll help you do that.

Once you’ve done that, follow these instructions to create a new audience segment. From there you can import a segment to use as the basis for your Audience Report.

8. Google Analytics Segments

A segment is a subset of your data. I like to picture an entire pizza made up of all different slices — one slice has pesto and mozzarella, another has sausages and spicy peppers, another has ham and pineapple, and so on. Metaphorically speaking, each slice is a segment.

You can create segments based on:

• Users (e.g. users who have bought something on your site before, users who have signed up for a consultation, etc.)
• Sessions (e.g. all sessions that were generated from a specific marketing campaign, all sessions where a pricing page was viewed)
• Hits (e.g. all hits where the purchase exceeded $85, all hits where a specific product was added to the cart)
• Like audiences, GA provides you with several segments. I wouldn’t stop there: you can get incredibly granular with your segments.

To give you some inspiration, here are a few of HubSpot’s segments:

• Users who viewed a specific product page and watched the demo video
• Users who viewed the same product page and didn’t watch the demo video
• Users who view a specific Academy course page
• Users who view a specific Academy lesson page
• Users who view a blog post and a product page

The sky is your limit — well, that, and GA’s segment cap.

Google Analytics Reports

There are five primary reports available in Google Analytics that can give you insight into your website’s performance. You’ll find these reports on the lefthand size of the screen.

All of these options can be a bit overwhelming. And depending on which version of Google Analytics you have (universal analytics or GA4), you’ll see different reports.

Let’s walk through each report together. First, we’ll start with Universal Analytics reports and then move on to GA4 reports.

When you run a business, you need to figure out how to reach potential customers who want the products or services you offer. Traditional marketing can work, but it’s old-fashioned and limited. There are newer, better ways to market your brand.

With smartphones and easier access to the internet, modern consumers are going digital. The best place to reach these technologically savvy prospects is through virtual platforms.

So, if you plan to create a new website or develop your social media presence to reach your target audience and grow your business, then you need to know how digital marketing works.

How digital marketing works?

a. What Is Digital Marketing?

Whenever you use the internet to inform people about your brand, you’re doing digital marketing. You can use any type of digital marketing channel including social media, email, and content marketing to engage potential consumers.

b. Why Is Digital Marketing Important?

There are many reasons to move toward digital marketing. It is a more affordable way to reach a wider audience and directly engage with them. You can also gather valuable insights from digital marketing campaigns so you can make better decisions.

Let’s dig deeper to understand why and how digital marketing works.

1. Minimize Advertising Costs

The high cost of traditional marketing is a challenge for small businesses. And, you always have to compete with large businesses for ad space.

Digital marketing can be a small business savior. Read on to learn how digital marketing works to help minimize marketing expenses and reach a larger audience.

2. Reach a Larger Audience

Digital marketing defies the limitations of your physical location — you can reach more people wherever they are. Connect with people across the world and on the go when potential consumers use their mobile devices to access the web.

3. Target Your Ideal Customers

Traditional marketing strategies like radio advertisements and billboards can be a leap in the dark. You might have a specific audience in mind, but you don’t know whether those marketing mediums reach them or not.

Digital marketing makes it easier to ensure you reach the right people for your content. With search engine optimization (SEO), you can connect with clients that are purposely searching for what you have to offer. Similarly, pay-per-click and social media strategies empower you to target the type of consumer who will be interested in your products and services.

4. Get Important Insight into Your Marketing Campaign Efforts

Because of its digital nature, it’s much easier to assess whether the type of digital marketing you’re using is working or not. You can see how many website visitors you get, what content they view most, and how long they spend on specific pages. You use the information to adjust your campaign and enhance future marketing efforts.

Proper digital marketing analysis will also help you allocate resources and budget. This reduces unnecessary expenses and keeps you focused on the strategies that get the best results.

5. Offer Clients an Effective Customer Engagement Platform

With digital marketing, not only can you reach the customers who are most likely to be interested in your products or services, but you can also get their feedback. Have a real-time one-on-one conversation and gain valuable insight into your brand. This a privilege you won’t get from traditional marketing methods.

What Are Some Examples of Digital Marketing?

If you’re still wondering how digital marketing works in real life, here are a few practical examples.

1. Pay-Per-Click (PPC)

Pay-per-click (PPC) marketing, also called search advertising, is a type of digital marketing that empowers you to pay only for the clicks you get on your ad. PPC campaigns involve a thorough search and analysis of keywords relevant to your product or service. You can use applications such as Google AdWords or Google Keyword Planner for your keyword research.

Among the most common types of PPC, providers are Google Ads. The quality score of your website will determine whether you get a spot on Google’s search engine results pages (SERPs).

Other channels that use PPC include Sponsored Messages on LinkedIn and paid Facebook ads.

2. Search Engine Optimization (SEO)

SEO utilizes tactics that help you rank higher on SERPs so you can reach more potential customers. On-page SEO is everything you do on your website to win clients including engaging content and great website design.

Off-page SEO is everything you do outside the website including the use of backlinks. SEO can help you optimize your digital presence and increase conversion rates when you act as a blogger for your website’s content.

3. Email Marketing

Email marketing is a fantastic way to boost interest and awareness from potential clients that already like your business enough to join your mailing list.

A smart digital marketer uses a variety of marketing channels to add leads to their email list. To build an email list, you need to create engaging content for your target customers so they can see the value of hearing what you have to say.

When you send out emails to the people on your email list, you need to write enticing subject lines and define the best time to send emails.

The contents of your emails can be:

• General newsletter information from your business
• New product and or service announcements
• Special event invitations.
• Coupons and special offers

The idea is to use your emails to nurture your client relationships and improve customer retention.

4. Video Marketing

Video is a wonderful medium for conducting a marketing campaign that showcases your products or services. High-quality video content helps increase customer engagement and boosts website traffic. YouTube is the second most popular search engine after Google with more than two billion users. Lots of potential customers search for information on YouTube before making a purchasing decision.

You can use video marketing on YouTube or Facebook to demonstrate products or services and educate your viewers.

5. Social Media Marketing (SMM)

Social media has dominated digital media lately. According to Statista, as of 2021, there are 3.78 billion social media users worldwide.

Popular social media channels include:

• Instagram
• Twitter
• LinkedIn
• YouTube
• Pinterest
• Facebook

The greatest benefits of social media are its accessibility and affordability. When you market on these platforms, your aim should be to create brand awareness and build social trust among your followers and the wider digital population.

If you have a WordPress website, you can streamline your digital marketing and increase engagement by adding social media plugins to your web pages.

6. Affiliate Marketing

When you do affiliate marketing, you don’t directly promote your products or services. Instead, you incentivize other content creators (affiliates) to advertise your product. You give affiliates a unique link and whenever a reader clicks on it and makes a purchase, the content creator earns a commission. 

Many companies, including Bluehost, offer affiliate programs. It’s an easy way to outsource your digital marketing without an upfront cost.

7. Content Marketing

Content marketing involves creating assets that answer specific questions in a user’s mind.

Your content might include:

• Webinars
• Blogs
• Online tutorials
• E-books
• Infographics
• Podcasts

Your content marketing efforts should be geared towards providing high-quality content and relevant resources to your audience. You don’t want your content to feel like an advertisement. Instead, help people solve their problems and make decisions as they experience your brand.

What Does a Digital Marketer Do?

The basic role of a digital marketer is to generate leads and build brand recognition using various types of digital marketing strategies, including:

• Social media
• Websites
• Online advertisements
• Email marketing

A digital marketer should understand how digital marketing works across the digital channels they are using. Let’s explore some of the topics digital marketers need to understand.

Basic Video Editing

Apart from improving your rank on Google’s SERPs, videos can improve user engagement. A solid understanding of how to edit and write video scripts is crucial.

Search Engine Marketing (SEM)

It’s important to have a deep understanding of how search engine marketing (SEM) works. You also need to be fluent in SEO best practices to maximize your online marketing efforts.

Content Marketing

Online marketing is virtually impossible without valuable content. A digital marketer should understand all aspects of online media and why high-quality content is important to successful marketing campaigns.

Digital marketers ensure virtual content is truly useful and relevant to solve your customers’ issues. Don’t forget: SEO engines rank better quality webpages and information higher in the SERPs.

Data Analysis

It is crucial that digital marketers not only understand how to generate and gather data but also how to analyze and use the information. Base your decisions on consumer behavior and you’ll make better choices on website optimization, attracting new customers, and retaining current customers.

Digital Technologies

A digital marketer must understand how to use various aspects of technology in marketing. They should also stay informed about the latest changes and adapt quickly to new standards.

Skills with content management systems (CMS), coding, and an assortment of digital marketing tools and services can make a digital marketer especially well-suited for their job. What Businesses Does Digital Marketing…