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How Do I Get Started in Digital Marketing?

The Internet use has more than quadrupled in the last decade and this shift has massively influenced the way people buy products and interact with businesses. Nowadays, it is a big deal, not only in terms of the number of products available, but also in terms of quality and quantity. This shift is also reflected in the growth of jobs in this sector fuelled by Digital Marketing agencies such as Xcede and many others.

Digital marketing is the way you connect and influence potential customers and it is one of the most important aspects of your business. It’s like any other kind of marketing, but the real difference is connecting and influencing your customers online. Digital marketing is online advertising, social media, online sales or even direct mail.

Digital Marketing Assets

Digital marketing essentially refers to the efforts and benefits of online marketing, and almost anything can be labelled a digital marketing asset. There are a lot of marketing tools you can use online, such as social media, advertising, direct mail and even blogging, but there is a big difference between them. Social media marketing or even blogging get people to shop with you, get people into your business, or bring in customers. In truth, many businesses are simply unaware of how many digital marketing assets are available to them.

Smart marketers are constantly coming up with new ways to reach customers online and the list is getting longer and longer. Most digital marketing assets will fall into one category or another, but Google AdWords, for example, is a form of Pay per Click advertising called paid search.

Search Engines

Google, Bing and Yahoo allow you to display text and banner adverts in their search engines. Paid search is one of the best ways to reach potential clients or customers who are actively looking for your products and services.

Pay-per-click or PPC advertising is actually a broad term that encompasses all digital marketing platforms such as Google Adwords, Facebook, Youtube, Twitter etc where you pay for every click or impression.

If you don’t want to pay directly for every click, you can try Search Engine Optimization (SEO) to organically optimise the pages and blog posts on your website. Getting a ranking on a page can take a little time and effort plus your website has to be technically sound in order to be SEO friendly.

Similar to SEO, marketing your business or organisation on social media can require a lot more time and effort especially as each social media platform has its own user interface, but in the long run it can reach thousands delivering much cheaper results. Paid social media advertising is a great way to raise awareness among an audience that may not be aware that a company, product or service exists. Consider using social media platforms like Whats App, Snapchat, Facebook, Twitter and Youtube to market your business.

Conversion Rate Optimization

Conversion Rate Optimization or CRO as its otherwise known is the process to improve the online user experience. In most cases, companies use CRO to improve user journeys or shopping basket conversion rates.

Content Marketing

Content marketing is a fairly broad term for digital marketing and encompasses all digital marketing efforts used to build brand awareness and increase clicks, leads and sales.Most domestic ads fall under content marketing because they use content to attract clicks.

Email Marketing

Email marketing if conducted responsibly still works as long as it adheres to GDPR and other regulations and is used by most digital marketers. Email marketing is used to promote events, promote special offers and promote an event.

Affiliate Marketing

Affiliate marketing essentially pays someone else, another person or another company to advertise your product or service on their website.

There are many different ways to market your business online which is only going to grow over time as new platforms the latest being TikTok capture audiences which is why many companies hire agencies or consultants to manage their digital marketing efforts.


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