Marketing has always played a powerful role in helping promote businesses and brands for as long as we’ve been alive. However, a new version of marketing has surged since the beginning of the 21st century. This is known as digital marketing, or advertising through an online medium. Technology has allowed digital marketing to flourish, and businesses are now able to reach target audiences that they might have never reached before. Because of this, they are able to make a larger impact in their market and become industry leaders. Let’s take a look at a few of the reasons why digital marketing is important and why hiring a reputable Northern Virginia digital marketing company can boost your revenue
Understanding the Basics of Digital Marketing
Digital marketing is the use of technology and digital mediums to promote and advertise for a business or brand. This is primarily through researching keywords, which are popular search words that users regularly enter in a search engine. For example, if hundreds of people each day search for “Italian restaurants in Los Angeles,” that could become a popular and perhaps expensive keyword. There are many different divisions of digital marketing, but we will review the two primary branches: search engine marketing (SEM) and search engine optimization (SEO). Here are the similarities and differences between the two:
Search engine marketing is promoting a businesses’ online presence through paid advertising. Just like TV commercials, believe it or not, advertisements in search engines can cost a lot of money. Depending on the search keyword that the website has an ad under, it may cost tens of dollars every time someone clicks on the site being advertised. In other words, SEM is a pay-per-click type of digital marketing. While search engine marketing is often thought of as the most effective method of digital marketing, it is certainly not in all cases.
Search engine optimization is the process of promoting a business’ online visibility through “organic,” or free, digital marketing. SEO is primarily about optimizing a web page to naturally rank for a keyword search versus paying money for it. Generally, it can be included as a part of SEM, but it differs in the sense that SEO is about better optimizing a page to actually represent what the keyword was searched for. This means that the web page returned by the search engine will have more content based on the search. This could potentially rank the relevant page higher for that keyword than a webpage that contains just a small second of information that is relevant to the keyword.
The Impact of Digital Marketing on Social Media
Surprisingly, any form of social media can be used as a method of digital marketing. Sites such as Twitter, Facebook, and even YouTube are effective mediums that help promote businesses. Since these social media sites have a mass following, digital media has allowed businesses to market directly towards individuals. They have the option of choosing a target demographic, which can be effective enough to cause individuals to make impulsive purchases. Now that e-commerce is an everyday part of our society (e-commerce has its own branch of digital marketing), a multitude of brands, especially ones that have verified accounts, are much more likely to reach audiences without even having to spend money. Businesses do have the option of purchasing advertisements, but with sharing features and numerous followers, they almost never see the need for paid advertisements.
How Digital Marketing Can Generate Business
Digital marketing in the sense of growing your business can be a highly effective tool. Whether you are starting a small business or are an industry leader, both SEM and SEO are beneficial to the presence of your web page. By having well-written service pages and posting on-topic content regularly, search engines will begin to return your page to users when they search for keywords that are relevant to your business. Since search engines are able to see how long you view a page for, it is crucial to have purposeful content on your page. This helps your business rank for keywords as well as establish its credibility as a brand. If your web page appears professional and is enriched with have high quality content, a consumer may also believe your services will be just as equally professional and high in quality. This feedback will tell the search engines whether or not the web page was relevant to the search; if so, then the online visibility of your website could improve drastically.
In summary, digital marketing owns the potential to both establish a brand’s following as well as convert clicks into business. It is not proven whether SEM is a more compelling tool than SEO since every industry is different. However, both serve as extremely effective strategies to promote business and branding. Digital marketing is highly recommended for any business, whether it is brand new or at the top of its industry.