A Quick Guide To Digital Marketing


The evolution of modern technology has prompted the need for integrating digital marketing into marketing campaigns. Businesses of all sizes are shifting their focus to online tools and tactics to promote their brands. Most of us have a basic understanding of what digital marketing is, but maybe don't know what it fully entails.

What Is Digital Marketing?

Digital marketing is the utilization of different digital channels such as websites, search engines, social media, emails, SMS, MMS, and mobile apps to advertise your brand. The online scene offers businesses a myriad of cost-effective and reliable marketing techniques.

A business' ability to harness the power of digital marketing is what makes the difference. To ensure that your business is thriving and not surviving, you have to establish an effective digital marketing strategy. Internet coverage around the world is getting better by the day and the number of people online has increased tenfold.

What's more, most of your competitors are already online. If you are solely relying on traditional techniques of marketing, then your business will eventually be left in the dust.  

Types Of Digital Marketing

Before getting down to establishing your own digital marketing strategy, you have to understand the different types of digital marketing techniques.

Search Engine Optimization

It has become the norm for potential buyers to first search the internet before making any decision on a purchase. Google is definitely the most popular search engine at the moment. However, there are still those who prefer alternative search engines such as Bing and Yahoo.

Ranking high on the search engines gives your website the much-needed exposure to your targeted audience. Websites that appear on the first pages of search results are often preferred and generate more traffic. When you’re getting more traffic to your site, your conversion rate will ultimately be higher.

Search engine optimization demands the need for well-designed and easy-to-use websites. It also requires the creation of relevant and engaging content for your audience. Building high-quality links to your site is also one of the most viable SEO practices.

Content Marketing

If you have been following digital marketing trends for a while, then you are well aware of the expression, "Content is king". Content marketing is an effective tactic of putting your name out there through blogs, emails, social media, videos, and other available channels. Content marketing revolves around the creation, organization, and sharing of content that aims at educating and inspiring your target audience.

When you regularly and consistently offer valuable information to your audience, they will definitely be coming back for more and will also recommend it to others. In essence, you shouldn’t focus on content that promotes your products and service, but instead, create content that your end user will find valuable.

Social Media Marketing

Social media is amongst the most powerful and trendy tools of digital marketing. Every hour, folks of all ages are logging into their favorite social media platforms. Social media offers your business an avenue to reach out to a wide and varied audience through content marketing and paid advertisements. Raising brand awareness through social media is known to have very high returns.

Moreso, through social media, your business can actively engage with potential and current customers and this helps to build relationships and create a loyal customer base. It’s important to ensure that your business has a presence in numerous social media platforms (as long as they are the right ones!) to maximize your brand’s exposure and impact.

Email Marketing

Email marketing should be an intrinsic part of any digital marketing campaign. Even though email marketing has been around for quite some time, it is still a very powerful marketing tool. Businesses which realize the importance of email marketing tend to reap big from their marketing campaigns.

As a business, you should know that maintaining your current customers is more difficult than acquiring new ones. Informative, engaging and relevant emails help create a bond between you and your audience.

The thing is that social media platforms are all businesses. Those businesses can control the flow of information and change their algorithms at any point and time. (And they do!) Prioritizing your email marketing means that you own your own audience and don’t rely solely on other platforms to bring you business.

Digital advertising

Marketing and advertising are intrinsically connected, and that’s no different when it comes to digital marketing. From Google Adwords and YouTube ads to sponsored posts on Facebook and Instagram, there are plenty of paid options to get your business or offer more exposure.

This can be an expensive option and requires lots of testing to get things right. While you will certainly have to have a budget allocated for digital advertising, it will help you get results much faster than any organic form of digital marketing.


It goes without saying that digital marketing produces impeccable results for businesses, and that’s why it’s started to overcome traditional marketing strategies. Furthermore, digital marketing can be especially beneficial to small and mid-sized businesses, which might lack the financial strength to conduct elaborate marketing campaigns. Marketing your business online can be very effective, given you choose the right strategies for your goals and your budget.


Meet the Author: Shauna Armitage

Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.

As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.

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