How Digital Marketing Works

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Navin Narine <navin.narine19@gmail.com>
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Navin Narine <navin.narine19@gmail.com> Mon, Apr 1, 2019 at 1:46 PM

To: navin narine <navin.narine19@gmail.com>
How Digital Marketing Works: Here’s

Everything You Need to Know
SHERMAN STANDBERRY - MARCH 2, 2018
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SHARES
Buying behavior has drastically changed over the past decade, and now more consumers
are starting (and often ending) their buyer’s journey online, virtually showing the
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effectiveness of how digital marketing works. This shift in the way that consumers make
purchasing decisions and buy products and services has made digital marketing a must for
any business that’s trying to compete in the modern marketplace, regardless of size or
industry.
It’s important for business owners to understand how digital marketing works so that they
can strategically use the right digital tools and campaign tactics to reach and engage their
audience. That’s why we’ve put together this handy guide to digital marketing and all of the
elements involved in attracting, converting, and delighting consumers online. In this post,
we will cover everything you need to know about how digital marketing works so that you
can make more informed decisions about your digital marketing campaigns.
What is Digital Marketing?
Before we talk about how digital marketing works, let’s first answer the question – what is
digital marketing? Digital marketing is a way to promote brands and products online and
through other digital channels. Most businesses have a specific audience they are trying to
reach, and digital marketing aims to help businesses reach these target consumers
through the internet and other digital avenues.
There are a number of different digital technologies that marketers and companies use to
get their marketing message to their target audience. In addition to their website, a
company might also use PPC and display ads, email marketing, mobile technology like
smartphones, social media, and other mediums to attract and engage their target
consumers. (But more on that in the next section!)
Digital marketing is vital for modern businesses because the internet plays a significant
role in how today’s consumer makes purchasing decisions. The internet also impacts how
consumers actually purchase their products and services. This makes it imperative for
businesses to not only be present online but to boost visibility as much as possible.
The days of browsing at a physical store location and asking sales associates for more
information about products are gone. Now, consumers use the internet to get the
information they need to make an informed purchasing decision, even if they still visit the
physical store location to make their final purchase.
That’s where digital marketing comes in. It helps your business reach these consumers
wherever they are in their digital buyer’s journey.
How Digital Marketing Works: Each Tactic Explained
It’s important for business owners to understand how digital marketing works so that they
can make smarter decisions about their digital marketing campaigns. The key to
understanding how it all works is getting to know each element of digital marketing and
recognizing how each can help you reach your marketing goals. We’ll go through each
digital marketing tactic below and explain how you can use each one for your own
business.
Website Marketing
In many ways, your company’s website is the cornerstone of your digital marketing
strategy. This is where many of your target customers first get an impression of your
brand, and more often than not, this is where your leads will eventually convert into paying
customers. So let’s talk more about how your website plays a role in how digital marketing
works.
The goal of digital marketing is to attract, engage, and convert your leads. Many of the
tactics that you will use to do this will ultimately lead your target customers back to your
website to get more information or make a purchase.
Your website is sometimes your brand’s only chance to make a good first impression with
consumers in your target market. For this reason, you should pay attention to the layout of
your site as well as the colors and graphics that you use in your site design. In fact,
according to Adobe, 38% of people will stop engaging with a website if they find the
content or layout to be unattractive.
However, the appearance of your site is not the only thing that matters. Since your website
is the center of many of your digital marketing campaigns, it’s important that it is designed
and optimized for conversions. This means creating a site that is easy to navigate and
read with clear guidance for the next steps consumers need to take to move further down
the funnel. This also means creating a site that optimized for mobile devices to improve the
mobile user’s site experience.
If you aren’t sure that your website is effective, it may be time to work with web design
experts who can help you improve and optimize your website design. Visit our web design
services page to learn more about how web design impacts your campaign results and
how a web design agency like LYFE Marketing can help you see real results.
Search Engine Optimization
Search engine optimization also plays a big role in how digital marketing works. If you want
to reach and convert consumers in the digital age, you’ll need to start with the search
engines. A recent research study by Forrester found that 71% of consumers start their
buyer’s journey on search engines like Google. If you are not taking the right steps to
improve your site’s SEO then you may be missing out on a powerful opportunity to reach a
significant amount of leads.
Search engine optimization is the process of optimizing your site’s content so that it
appeals to the search engines. The end goal is to rank higher on the search engine results
page (SERP) to increase visibility in your target market. The higher you rank on the SERP,
the more organic traffic you can drive back to your website.
Search engine optimization not only brings more traffic to your website, but it also helps
ensure that the leads you are bringing in are of a higher quality. The goal of digital
marketing is to attract those who are right for your products or services, and SEO plays an
important role in doing just that. By emphasizing certain keywords and topics within your
content, you can work to reach those online who are most likely to be interested in your
products or services.
Now that you know how important search engine optimization is to all of your digital
marketing efforts, you may be wondering how you can optimize your site and content for
best results. Head on over to our search engine optimization services page to learn more
about the role that SEO plays in your digital campaigns and how an SEO agency can help
you achieve your goals.
Content Marketing
Content marketing is another important tactic that plays a significant role in how digital
marketing works. Content marketing is essentially when your business creates and
promotes certain content assets that are aimed at attracting and engaging your target
customers. These content assets can be created for a number of different purposes,
including generating brand awareness, growing site traffic, boosting leads, or retaining
customers.
No matter which tactics that you use as part of your digital marketing strategy, you will
need to create content to support these tactics. This can be something as short and simple
as a thank you email to someone who has subscribed to your email list. Or it can be a
longer, more detailed piece like an e-book, that describes and provides information about
one of the biggest challenges that your target customers face.
Here are just a few types of content marketing that you might create to support your digital
marketing campaign goals:
Website pages
Blog posts
Social media posts
E-books
White papers
Case Studies
Testimonials
Videos
Images
Infographics
Podcasts
Ad Content
The key to creating great content assets that help support your digital marketing
campaigns is strategically choosing topics that appeal most to your audience. If you
haven’t already, make sure that you do some target audience research and even create
customer personas to ensure that you know your customers well and can identify what
types of content will attract and engage them at each step in the buyer’s journey.
Ready to learn more about where content marketing fits into your strategy? Take a quick
peek at our content marketing services page to find out more about why content is so
important and how the content marketing experts at LYFE can help you get started.
Social Media Marketing
Most brands today are using social media marketing to support their digital marketing
campaigns and drive more traffic to their website. Social media marketing involves
promoting your content and engaging with your target consumers on social media
channels like Facebook, Instagram, LinkedIn, and Pinterest. This tactic is used in digital
marketing to help businesses increase brand awareness, generate more leads, and
improve customer engagement.
One of the biggest appeals of social media marketing is that it allows businesses to reach
a wider audience online. For example, 79% of American internet users are active on
Facebook. If your business is not trying to reach and engage these consumers on the
social platform, then you are certainly missing out on an important opportunity to reach
new leads.
Social media not only works as its own tactic, but it can also support all of your other digital
marketing efforts. For instance, if your brand develops an informative eBook that speaks to
your target audience’s pain points, you can use social media to promote the eBook and
drive traffic to the landing page for the download. You can then re-purpose pieces of the
eBook for future social media posts as a way to generate further interest for the content
piece.
If you want to learn more about social media management and how it might fit into your
overall digital marketing strategy, be sure to check out our social media management
services page where you can find more details about how social media management and
advertising fit into your digital marketing strategy.
PPC Advertising
Though the goal of your digital marketing strategy may be to bring in as much organic
traffic as possible, your business should not ignore the value of pay-per-click (PPC) ads.
PPC ads are a type of advertising that involves paying the ad publisher every time a new
lead clicks on your ad. Google AdWords is one of the most popular and effective types of
PPC ads. Google AdWords helps your business appear on the first page of the search
engine results.
You may be wondering, why should I pay for ads when I’m already working to improve my
site’s SEO? Though search engine optimization is important, it takes a long time to start
working its magic. That’s where PPC ads come in handy. PPC ads can help you see
results more quickly by putting your site at the top of the search engine results page for
relevant search terms. By appearing on the first page of the SERP, your business gains
new visibility and searchers are more likely to find and click on your site.
PPC ads not only generate more traffic to your site, but they can help you ensure that the
leads you are getting are qualified. Those who are clicking on your PPC ads are
consumers who are searching for the topics that are most relevant to your products or
services. This means that they are more likely to be interested in your brand and the
products or services that you provide.
Want to know more about PPC ads and how they work in the digital marketing process?
Check out our PPC management services page for more information about why PPC ads
are essential and how LYFE can help you get started with your next PPC ad campaign.
Email Marketing
Email marketing is yet another piece of the puzzle that is how digital marketing works.
Companies can use branded emails to communicate with their target audience. Marketing
emails are often used as a way to increase brand awareness, establish industry
leadership, promote events, and get the word out about special promotions.
The content of your marketing emails will ultimately depend on your campaign goals. Here
are just a few examples of the types of email marketing content you might develop to
support your digital marketing campaigns:
Send a welcome email when new users subscribe to your marketing email list letting
them know what they can expect to see from your brand emails.
Deliver promotional content about upcoming sales and discounts straight to the
consumer’s inbox.
Develop a newsletter that goes out to subscribers periodically to deliver the latest
content and company updates from your business.
Email leads after they have downloaded content from your site to thank them for their
interest and even recommend additional relevant content pieces.
Suggest additional products or content assets that your leads and customers may be
interested based on their browsing and buying behavior.
It’s important to note that email marketing is mainly used not for generating new leads, but
rather nurturing leads once they have shown interest. Marketing emails can also be used
as part of your customer retention campaigns. In fact, according to eMarketer, 80% of retail
professionals report that email marketing is one of the best tactics for driving customer
retention.
Like the other tactics mentioned above, email marketing is not used solely by itself. Sure,
you might create a monthly newsletter to engage your leads or promote certain sales or
discounts through email. However, you can also use email marketing to support some of
your other campaign tactics like content marketing and social media.
Let’s say that you want to hold a social media contest as a way to generate new leads and
foster some excitement for a new product that your business is launching soon. Email
marketing can be used to support this social media campaign. By letting your subscribers
know that the contest is happening, you can work to get more people entered into the
contest. In addition, each email that you send to leads and customers can include links to
your social media pages as a way to drive more traffic to the platform and your contest.
Want to make email marketing a part of your digital marketing campaigns but not sure
where to start? Take a look at our email marketing services page for more information
about how partnering with an email marketing agency like LYFE can help boost your
campaign results.
Why an Integrated Approach to Marketing is Important
Understanding how digital marketing works goes beyond just getting to know each digital
marketing tactic on its own. Now that you know what each element is and understand the
roles that each tactic plays in your campaigns, it’s time to discuss how these digital
marketing tactics can work together to support your overall campaign goals.
Integrated multi-channel marketing is an approach to marketing that combines all of the

tactics in your digital marketing toolbox to create a seamless experience for your target
audience. By coordinating your marketing messages across digital platforms and using a
variety of tactics to support each centralized campaign, you can create a more unified
brand message and improve the success of every campaign – thus mastering how digital
marketing works.
To get started creating an integrated digital marketing strategy, you’ll want to consider how
each of your digital channels can work together toward a common goal. For instance, if
your marketing goal is to increase traffic to your website, you might consider just a few of
the ways that different digital marketing tactics can support your website marketing:
The content marketing that you create on your site like your site pages and blog posts
help improve search engine optimization, thus helping you drive more organic traffic
back to your website.
When you share links to pieces of content on your social media channels, you can
work to drive further traffic back to your site. Strategic social messages can even help
influence direct conversions once the user arrives at your site.
As you develop email marketing content, you can find new ways to lead readers back
to the relevant areas of your site. Include calls-to-action throughout the body text and
links to specific landing pages that will help guide the reader on to the next step in the
buyer’s journey.
This is just one example of how each one of the digital marketing tactics works together to
help you achieve one of your digital marketing goals. As you work to build an integrated
marketing strategy, it’s important that you ensure that your messaging is consistent across
platforms. Whether you’re creating new site pages or firing up a few Twitter posts, you
should use the same brand voice and tone to help create a more seamless experience for
your target audience.
Now that you know how digital marketing works and why an integrated marketing strategy
is essential for your business, it’s time to start planning your next digital marketing
campaign. You’ve got many different tactics at your disposal to help you create effective
integrated marketing campaigns that drive real results.
Not sure of what to do next? We’d love to help. Our team of digital marketing experts know
the ins and outs of how digital marketing works and where each tactic fits into marketing
campaign development. We will create and implement a digital marketing strategy that is
aimed at helping your business reach more qualified leads and boost conversions over
time.
Contact us now to find out how our team can help you take your company’s digital
marketing to the next level.
Navin Narine <navin.narine19@gmail.com> Tue, Apr 2, 2019 at 9:06 AM

To: Christopher Andrews <chris.andrews.tt@gmail.com>
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Navin Narine <navin.narine19@gmail.com> Thu, Apr 4, 2019 at 8:17 AM

To: Garnet Hume <garnet.hume@gmail.com>
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Date: Mon, Apr 1, 2019 at 1:46 PM
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4/4/2019 Gmail - (no subject)

Navin Narine <navin.narine19@gmail.com>

Navin Narine <navin.narine19@gmail.com> Mon, Apr 1, 2019 at 1:46 PM

How Digital Marketing Works: Here’s

What is Digital Marketing?

How Digital Marketing Works: Each Tactic Explained

Search Engine Optimization

Social media posts

Social Media Marketing

Why an Integrated Approach to Marketing is Important

Integrated multi-channel marketing is an approach to marketing that combines all of the

Navin Narine <navin.narine19@gmail.com> Tue, Apr 2, 2019 at 9:06 AM

[Quoted text hidden]

Navin Narine <navin.narine19@gmail.com> Thu, Apr 4, 2019 at 8:17 AM

---------- Forwarded message ---------

[Quoted text hidden]

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