Digital marketing has become the lifeline of small businesses that cannot afford national advertising but want to expand. It has been around for a while but has become highly significant ever since the pandemic gripped the world in its wicked claws. With lockdowns and social distancing regulations, it was impossible for customers and marketers to connect. However, the internet saved the day and provided a platform for customer acquisition, engagement, and brand recognition to all types of entities.
Thus, digital marketing has become the most prolifically utilised tool to reach customers and influence them to purchase. Whether it is SEO in Gold Coast or PPC, or content marketing, businesses need to undertake a variety of digital marketing strategies to stand apart. So, here is a list of the top seven types of digital marketing that can provide your business with a competitive edge.
1. Social Media Marketing
Active social media users have been growing at a fast pace in the country. According to Statista, close to 80% of the population uses one or the other social networks. Facebook was the most popular social networking platform in the country in 2019, followed by Instagram and Snapchat. Besides creating profile pages and channels on social media sites for two-way engagement, the medium offers highly targeted promotions. It helps you to speak directly to your customers and get valuable feedback that can be utilised to improve the offerings and enhance customer experiences.
Thus, marketers need to continuously publish videos, posts, images, infographics, and other such intriguing content that attracts target customers and boosts brand awareness. With paid ads on social media, businesses can get traffic to their websites, acquire and retain customers, analyse the performance of the ad campaigns and get a return on investment. The data-driven strategy of social media marketing ensures that the ad budget does not get wasted.
2. Search Engine Optimisation
All Australian adults have access to the internet, and 91% of them have an internet connection at home. Usage of the internet jumped from 76% in 2019 to 98% among older Australians in 2021. The pandemic made people work from home and use the internet for both business and pleasure. From shopping, gathering information, and entertainment to education, it is being used for a wide range of purposes.
Naturally, screen time and dependency on Google have increased. Marketers must take advantage of this and ensure their brand appears on top of the search engine results pages. SEO helps businesses to rank higher and get traffic to the website organically. Customers trust the brands that appear on the first page of SERP, and it enhances online visibility. It does not need a huge investment and can be tracked effectively.
3. Pay Per Click Advertising
PPC is paid advertising or paid search that involves advertising on search engines like Google, Bing and Yahoo and paying them every time a user clicks on the advertisement. The ad usually takes the customer to the website or the app so that they can complete the purchase. An advantage of these ads is that they are displayed on the screen when the user is searching for similar products online. They appear on the top of the page and get maximum visibility. Since most of the population searches for products and local businesses online, PPC helps in getting a large number of users to the website.
PPC is not affected by algorithm changes that alter search engine rankings for websites. So, Google updates cannot stop your customers from finding your ad on top of the SERP. It is beneficial in propelling brand recognition and generating leads. It is also helpful in retargeting.
4. Content Marketing
Developing informative, valuable, relevant, and consistent online content that evokes the interest of customers in a product or service is known as content marketing. It includes blogs, videos, and social media posts. It aims to build a long-term relationship with the target market through high-quality content so that their need for information is satisfied. It can take any format, such as demonstration videos, graphs, surveys, guides, FAQs, memes, etc.
Content marketing improves the credibility of the brand and brings more referral traffic to the company website as the content gets shared online. It improves visibility and helps in ranking higher on SERP as Google places high importance on quality content. It boosts customer loyalty, number of social media followers and increases conversions.
5. Email Marketing
Although emails are the oldest online communication tool, their ability to engage customers cannot be challenged. Most people check their emails every day, and many of them prefer receiving communication from the marketer over an email rather than any other channel or platform. The best part about using emails is that they can be customised and used for sending important information to loyal customers who wish to hear from the business.
However, the marketer should not be bombarding them with dozens of emails that fill their inbox. They must be sent only when required and must deliver relevant and targeted information, such as discount offers, new product launches, the addition of any new service, etc. Email marketing can be effortlessly measured through the opening and click-through rates. Also, it is one of the cheapest ways of reaching a large number of people.
6. Influencer Marketing
Influencer marketing is also known as affiliate marketing and involves collaborating with industry experts, thought leaders and social media influencers to promote products and services. These well-known people and celebrities have many followers online, and they can promote the service or products among them to improve brand visibility, credibility and generate leads.
It is an excellent way to find customers online when you choose a personality that is related to your industry and can sway consumer sentiment. You do not have to wait to have a large number of followers to become a known brand among the target buyers. It lends credibility to the brand and creates a buzz in the market.
7. Mobile Marketing
Smartphones are omnipresent, and there are over 20 million users in the country. The use of the internet through mobile phones has increased over the years as the handy device can help with quick information and is always available for a search even when you are on the go. While SMS and push notifications have been around for a while, there are other mobile marketing ways that are grabbing attention.
These include creating an app to connect with the customers without any interference from competitors, sending SMS that gets opened 90% of the time and using geo-fencing to find customers in your geographical area, using instant messenger to chat directly with the customers and much more.
Conclusion
Digital marketing has become an indispensable tool for marketers who have been using SEO in Gold Coast to generate leads. The broad marketing discipline includes a variety of ways of reaching customers with highly targeted promotions and low investment.
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