Despite being a broader spectrum, digital marketing nowadays mostly refers to internet marketing. Internet marketing being the most effective marketing within the digital marketing range, it is not anomalous to use internet marketing analogous to digital marketing, especially in the present day scenario.
To choose ‘the best’ among the internet marketing tools, many things are to be taken into account including but not limited to, the business objectives, target audience, budget and time period.
According to the need and required parameters, any tool or combination of tools from the following can work best for your business.
Search Engine Optimization: SEO is a method of preparing webpage contents of a business so as to invite maximum traffic to the website. This is made possible by carefully integrating keywords which represent the business and at the same time generates reach or clicks. The keywords are expected to meet certain parameters to generate maximum output. This indeed requires expert intervention.
Search Engine Marketing: SEM refers to the paid advertisement appearing in search results at the top of the pages. The ‘Ad’ marked search results seen in Google and Edge pages are results SEM. Being a service with extremely limited slots, SEM is carried out through a bidding process. The slots are allocated to the top ranked business. However, the ranking is done not just by the bid amount, the content is also considered. The system of search engine marketing is meticulously maintained that the bid amount and the keywords used play together to push the ads while a search is happening.
Social media marketing: All the ads appear while you browse contents in social media are the result of social media marketing. A well made advertisement always generates views and clicks. Knowing the taste of the target audience is important in social media marketing.
Pay Per Click advertising: Advertising is no longer hit and miss anymore. There is provision for paying only for the clicks generated by the advertisement. This gives more control to the business owner on advertisement. The conversion rate is also high in this case as the leads generated from clicks are more likely from interested users. These advertisements can be anywhere online including search pages, social media and even software’s and applications that allow advertisements.
Reputation management: As the name indicates, it is basically building on the positives of a business within the circle of social space where the business directly or indirectly delivers its presence. When a business is open to the public via digital marketing, it becomes prone to ratings, reviews and comments. So maintaining the content quality and overall appeal of the website are significant. Well defined social media policy and social media content strategy should be designed prior to every other activity of social media marketing. Once social media marketing is established for a business, there should be ample and creative engagement with the audience which includes managing the negative reviews and comments delicately. A business on its own, cannot pull off these tasks in ease. Entrusting the reputation with experts in the field is the best option here as well.
Local SEO: Whenever you try to search for a particular service or product sale, there appears a ‘near me’ at the end of the search text automatically. This, essentially, is the result of local SEO. To appear in the ‘near me’ list or location specific searches of Google, the business website must be listed in Google My Business or GMB and should be optimized for the same. Audience engagement by collecting maximum reviews and generating local business links are important in local SEO. Since most of the searches for local business happens on the go, mobile phone view and visibility must be checked for the business website.
Email marketing: It is the most direct form of digital marketing. In other words, it is a silent form of marketing where targeted and highly customized contents are sent to probable customers directly to their personal emails. User specificity is the major feature of email marketing. If the content of the email is made compelling enough, the rate of conversion is proved high in this form of digital marketing. Subscription services are the major benefitted from email marketing. However, it is widely used in other services and products as well.