Anybody running a business in the internet age knows the importance of marketing your product or service online. This process is often referred to as Digital Marketing. Essentially, Digital Marketing is an umbrella term that encompasses all of the different efforts a business might use to market themselves to customers in an online sphere. This includes search engine optimisation (SEO), social media advertising (like Facebook advertising), customer relationship management (CRM), Google Adwords and other search engine marketing (SEM) such as Pay Per Click (PPC) advertising.
Search Engine Optimisation (SEO)
Search engine optimisation, usually referred to as SEO, is the process of using targeting keywords to optimise your website so that it ranks higher in natural search engine results. SEO can be used to increase the amount of free (a.k.a. organic) traffic that your website and business receives. Keywords are carefully chosen to not only be relevant to your business, but also relevant to the customer. An SEO agency can get data on the number of searches keywords receive per month, and this is used to build a collection of keywords that aren’t just relevant, but driving good traffic to your business.
A strong search engine optimisation strategy encompasses the optimisation of your website as well as your website’s content and its authority through backlinks. With so many substandard SEO providers out there, it’s even more important these days to invest in ethical, white hat SEO. While cheap agencies may offer fast short-term results, an ethical SEO agency can build a search engine optimisation strategy that is future-proof, and ready for any changes to search engine algorithms. By investing in search engine optimisation a company increases their chances of success with more traffic, more leads, and more sales.
Social Media + Facebook Advertising
For most businesses, the majority of their customers are active social media users, and that means there are enormous opportunities for advertising to them on these social networks. Facebook advertising usually takes centre stage in this aspect of Digital Marketing, with more than 1.94 billion users active on the platform monthly, including around 17 million Australian users. Using Facebook advertising, businesses can target customers on highly specific aspects of their interests or behaviours that make your products and services relevant. This includes the ability to target local markets with location tagging, and even target interests based on information individuals have provided to Facebook, or based on the pages of businesses that they like. Even more than that, Facebook advertising allows businesses to connect directly with their existing customers online, hear their feedback, and use direct advertising to share news about sales, product launches, and important business news.
Without Facebook advertising, businesses often struggle to be seen on the social networks. Facebook’s algorithms mean that even when people have liked your business page, not all of your updates will be presented to them in newsfeeds. Facebook advertising allows you to bypass these algorithms, and engage directly with your customers to improve loyalty and brand knowledge and recognition.
Customer Relationship Management (CRM)
Of all the aspects of Digital Marketing, customer relationship management (or CRM) is probably one of the least known and the most complex. CRM is all about the strategies and technologies that a business can use to manage and examine their customer interactions. With CRM, the priority is on data, specifically the data of the customer lifecycle. Overall, CRM aims to improve customer relationships and retention in order to improve sales and growth over time.
The tools that businesses might use in CRM include CRM software to manage marketing, contact centre and sales force automation, making life easier for the business. CRM systems can capture real-time data of your customers interacting with your website, and allow you and your employees to make better decisions that are consistent and on point with your brand messages. Some even allow you to track social media data, analysing mentions and getting a better idea of who is buying your product or using your service, and why.
Of all the different aspects of digital advertising, the one that gets the least notice is search engine reputation management, or SERM. This is probably because it isn’t something that businesses think about until they’re well established. Unfortunately, by then there are often SERM issues that need to be dealt with, which is why it’s important to make this reputation management a part of your company’s SEM from the beginning.
Search engine reputation management involves a few things and can be quite complex, which is why it is usually left to the professionals. Aspects like cleaning negative search engine results from the front page and monitoring your company’s reputation online are the main aims. This is done by creating business profiles on a number of high ranked domains, including social media, becoming a contributor on other websites and strategic backlink building. It’s also done by optimising your Pay Per Click advertising and Google Adwords so you’re the centre of attention where you need to be.
Pay Per Click Advertising (PPC) + Google Adwords
Pay Per Click advertising and Google Adwords are essentially the same thing. Google Adwords is just one kind of PPC advertising that focuses on the Google search engine and other advertising options through Bing and Yahoo are also available. Still, Google Adwords carries a significant amount of weight in any SEM strategy because Google is the primary search engine for so many people, which is why it’s usually the focus.
Essentially, PPC advertising is a kind of internet marketing where advertisers are charged a fee every time someone clicks on one of their ads. It’s a paid search model where you pay an amount for each visit to your site. The benefit of this model over models that measure exposure is that you can know for sure just how many visits, or ‘clicks’ were generated from a particular campaign and price their individual value. With this information you can craft future campaigns better, targeting keywords and audiences in order to drive valuable website traffic. PPC isn’t just available for search engines either, although this model is very popular for SEM strategies. It’s also an option on many social networks as well.
Clearly the world of Digital Marketing is a complex one, multi-faceted and with many things that business owners need to keep track of. It’s no surprise then that, with the success of their businesses on the line, many choose to outsource these Digital Marketing tasks to the professionals, allowing them to rest assured in their brand’s success online.
Search Engine Marketing (SEM)
When people talk about search engine marketing, or SEM, they’re also referring to an umbrella term. Search engine marketing encompasses both the marketing and technical work involved in increasing your website’s visibility on Google and other search engines like Bing or Yahoo!. This means that one part of search engine marketing is actually search engine optimisation, as that is works to improve your website’s visibility. As we’ve already talked about SEO, we’re just going to focus on the other aspects of SEM, which are processes like search engine reputation management, or SERM, and Pay Per Click, or PPC, advertising such as through Google Adwords.
Search Engine Reputation Management
Digital Marketing BrisbaneBDM Media
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