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Why Digital Marketing Techniques Are About More Than Just Social Media

digital marketing techniques

Social media is firmly entrenched in our lives.

Social media is where we get our news and our entertainment. It’s where we go to interact with friends and family and even collaborate with co-workers.

Social media is also an important thing for businesses and organization. Companies can use social media to grow their brand awareness, promote a product, and share information about events.

But while social media is a fun and important aspect of digital marketing, it’s far from the only thing. Digital marketing is a massive umbrella term, and businesses need to use more than just social media in order to take full advantage of our modern technology.

Here are a few of the digital marketing techniques other than social media that you need to know about.

Websites

At the end of the day, most of the marketing done on social media has the end goal of getting people browsing their timelines to visit a website.

Websites are an organization’s hub. Websites hold all the information a consumer could need, and in some cases they even make a purchase directly from the site.

Indeed, designing a solid website is a core part of digital marketing. Websites are how most people will discover your organization, and websites also play a central role in other digital tactics.

Without a website, or with a poorly optimized one, most companies will struggle to grow.

Search Engine Optimization

It’s hard to imagine a time when doing research or finding out the information required an extensive search through encyclopedias and other books.

Now, if you have a question? Google it! The advent of search engines and the ability to find any information you want almost instantly is arguably the biggest accomplishment of the internet.

For a company, showing up in a search result can be the difference between turning a profit and going out of business. If somebody is looking for a product or service on Google, being one of the top links greatly increases your chance of being their selection.

Search results are determined by a series of algorithms. Search engine optimization, or SEO, is the practice of optimizing your web presence for these algorithms to earn their favor and have a good position on results pages.

Much of this optimization comes through your own website and what you post to it. But other factors, called off-page SEO, involve additional outside things such as business directories, review sites, and third parties linking to your pages.

SEO is a critical part of digital marketing. With the right SEO strategy, you can push your business ahead of competitors.

Content

When you visit a site, how do you get there?

Unless you have the site bookmarked, it’s rare that you’ll enter a website through its homepage. Most of the time, the link you click on is content.

For example, let’s say you have a leaky faucet in your bathroom. You google “how to fix a leaky faucet.” Then you find a great blog post published by a home improvement store that answers all of your questions about the problem.

That blog post is content. And through posting that content, that store drew you to their website.

Now that you’re on their site, you might continue to browse. If you need to buy anything to help with your repair, their product pages are a convenient place to make a purchase. Even if you don’t buy anything now, you’ll remember the name of the company that helped guide you in fixing your faucet.

This sequence is content marketing in a nutshell. By providing informational or entertaining content, you create a reason for people to visit your site.

Keep in mind that content isn’t necessarily only blog posts. Things like videos, photos, and infographics can all be considered content.

Content works hand-in-hand with SEO. The more content you publish, the more keywords you can rank for and the more you appear like a reputable source to search algorithms.

Producing great content is one of your most powerful digital marketing techniques.

Email

While SEO and content marketing involves letting the customers come to you, email marketing is the opposite. With email, you’re engaging your audience directly.

Like social media, email is a way to build a more personal relationship with the people who care about your brand.

Special offers, unique and exclusive content, and tailored messaging can make email marketing very effective at promoting your company.

The downside of email marketing is the competition with the other emails flooding people’s inboxes. Your efforts are liable to go unopened, so be sure to craft compelling subject lines and provide quality and value when they do read it.

Digital Ads

The days of traditional advertising are fading away.

Things like TV and radio ads, billboards, and print ads are not practical anymore. They’re expensive because of their large potential reach, but they’re untargeted and thus inefficient.

It’s also now easier than ever to avoid those advertisements. Things like DVR letting people skip through commercials and smartphones distract car riders from reading billboards on the side of the road.

For an advertisement to be efficient, it must be targeted. The people who you show the ad to must have strong potential to become a real lead.

Digital advertising allows this. Through things like browser cookies, web history, and demographic information, you can show ads to your most potent audience.

Digital ads include website banner ads, Facebook ads, commercials before YouTube videos, and anything else that’s online.

On top of being more targeted, digital advertising is usually much cheaper than traditional advertising. Advertising techniques such as pay-per-click (PPC) only make you pay when someone actually engages with an ad. That means you get much more bang for your buck.

Social Media is One of Many Digital Marketing Techniques

As you can see, social media is not alone in the world of digital marketing. Any marketing or promotional activities done by a company through the internet or with technology can be considered as digital marketing techniques.

To learn more about marketing online, check out our digital marketing tips.