The basics of digital marketing: What you need to know


Digital marketing is one of the most cost-effective and measurable ways to reach customers in today’s digital landscape. It also happens to be one of the fastest-growing areas for business investment. If you’re new to digital marketing, you might have questions about how it works, types of digital marketing strategies, or how digital marketing can help your business. Don’t worry, we know digital marketing can be quite confusing and complex, so we will try and answer as many of your burning questions and maybe answer some new ones in this blog. 

Digital marketing is a broad category that encompasses several different techniques businesses use to market their products online, whether with Google Ads, Social Media posts, Blogs, or videos. Anything in the digital world can be used to market your business or products. There are many different digital marketing techniques and strategies, but they essentially boil down to five main categories to boost your online presence:  

1. Pay-Per-Click Advertising (PPC)  

2. Social Media Marketing  

3. Email Marketing  

4. Content Marketing  

5. Search Engine Optimisation Marketing (SEOM)  

We will now answer “What is Digital Marketing?”, briefly cover the five main digital marketing strategies and hopefully persuade you to invest in digital marketing. Read on to learn more about each strategy and see if Simplicity Marketing can help your business succeed with digital marketing! 

What is Digital Marketing? 

Digital marketing is a set of focused strategies and actions that generate more traffic and increase engagement with your website or social media channels. It can be done via paid ads, search engine optimisation marketing, email marketing, social media marketing, content marketing, PPC marketing, affiliate marketing, native advertising, marketing automation, inbound marketing, sponsored content marketing, search engine marketing, instant messaging marketing or a combination of all those strategies. Digital marketing uses internet-based advertising strategies to generate more leads and sales for a company’s products or services. Digital marketing can be divided into three main categories – paid search, social media, and content marketing. Paid search includes advertising on sites like Google, Bing, or Yahoo. Social media marketing involves creating and managing Facebook or Twitter accounts or publishing and managing blog posts. Content marketing is any marketing that creates and shares valuable and relevant content with your audience. Is your marketing as smooth as it can be?

Pay-Per-Click Advertising (PPC) 

This advertising method is also known as cost per impression (CPM) or cost per click (CPC). With this method, you are essentially bidding for and paying for the space in front of relevant keywords or the most common search terms users type into Google when looking for products or services like yours. So, for example, if someone types in “Marketing Agency Edinburgh,” you can bid for the keywords that are in that description, like “PPC Specialist Marketing Agency” or “Best Marketing Agency Scotland” and the like. If your bid happens to be the highest, you’ll show up in the search results at the top with a link to your business, so that person can click on it and find out more about your business. You only pay when they click. That sounds wonderful, doesn’t it? But there is a slimy bit to this strategy. You have to outbid your competition to get those top spots. So, you put a lot of time and effort into writing up ads, creating landing pages and doing research to find out what keywords people are typing into Google and which ones have the most potential for you to get clicks. You also have to outbid them! This can get pricey if you aren’t careful. 

Take a look at our PPC Advertising service.

Social Media Marketing

Social media marketing uses social media networks like Facebook, Twitter, Instagram, LinkedIn, etc., to build your brand, find new customers, and engage with your current customers. Social networks are an excellent way to make your business more accessible to your customers. You can engage with people and respond to questions and comments in real time, which is one of the best ways to build trust with your customers. You probably already know how important social media is for various aspects of marketing. But did you know that social media is one of the most effective ways for B2B companies to generate leads?

We know Social Media – Let us take care of it for you.

Email Marketing

Email marketing is about more than just sending promotional emails; it’s about creating a relationship with your customers. Not all your emails will be about sales; you can send out helpful information related to your products or services and information that helps your customers solve their problems. Email marketing lets you stay in touch with your current customers and find new ones. You can also use email marketing to send out special offers.  

How can you use email marketing to grow your business?  

  • Create an email marketing plan: Start with your goals. What do you hope to accomplish with email marketing? What are the results you expect? 
  • Create an email marketing strategy: Once you know what you want to do with email marketing, you can create a strategy. How often do you plan on sending emails? What do they include? How do you plan on tracking your results?  
  • Create a list of potential subscribers: You can create a list of people who would be interested in receiving your emails. You can offer free content, such as an ebook, blog posts, or videos. You can also add an option for people to opt-in to your list when they purchase. 

Don’t let your emails go unread – Do email campaigns right.

Content Marketing 

Content marketing is creating and sharing high-quality content, like blog posts, ebooks, videos, etc., that educates and engages your audience. The idea behind content marketing is that you’re creating content that is valuable for your customers. They come to your site and find helpful information that helps them solve their problems, and in the process, they learn more about your business. When done right, content marketing can help boost your brand awareness and increase leads. That’s because when people find your content helpful, they’re more likely to engage with your brand. There are many ways to create content for your business; they don’t have to be time-consuming. You can create infographics, write blog posts and articles, create podcasts, make videos, or share helpful information on social media. 

We have the technical know-how to make all content relatable and SEO Optimized – Find out more.

Search Engine Optimisation Marketing (SEOM)

This is the practice of creating and organising your content, website and online properties in a way that allows them to be found by search engines. This digital marketing method is more long-term, but it’s also a more strategic way to boost your presence. It’s a great way to get discovered by new customers who are looking for your products and services. However, it takes time, so don’t expect immediate results. You can build SEO into your digital marketing strategy by creating a content calendar, optimising your website, and publishing blog posts that are relevant to your audience.  

Read our beginner’s guide to SEO.

Conclusion: Choose Simplicity 

It’s so important to understand the advantages of digital marketing for your business, so make your life simpler and let us be your Digital Marketing Team.  

Instead of spending money on an in-house marketing executive, which could cost more than 25,000 a year for your business, hire us! 

We have a wealth of knowledge and skills when it comes to marketing, as well as our own in-house digital marketing, graphic design, video production and web design teams. You can have anything you want created at any time and implemented into your website or posted to your social media channels without you having to deal with any of the fuss! Make your life easier and save money by hiring a marketing agency like ours.  

Fill in a form here or give us a call, and we will be happy to be your marketing team! 

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