Digital marketing, like any type of marketing, is a technique to engage with and influence your potential customers – but unlike other types of marketing, it’s done solely through the internet. At the macro level, digital marketing refers to a suite of online marketing tools, including:
- Website Design and Development
- Search Engine Optimization
- Email Marketing
- Advertising Line (Google, Bing, LinkedIn, Facebook, etc.)
- Social Media Marketing
These are the digital marketing building blocks that can drive your business growth. However, the building blocks by themselves are are not enough. Each of these digital marketing methodologies require both content and graphic design to attract, engage and ultimately convert the target audience from a stranger to a client.
Underpinning and digital marketing plan is a higher level strategy including:
- Branding
- Messaging
- And a 12-month plan of action (this part is particularly important since nothing ever happened without action!)
Common Digital Marketing Strategies
Though the list of digital marketing strategies is constantly changing, the following are some of the most popular and effective strategies used by businesses:
1. Website Development
Your website is the foundation of your online presence. All marketing campaigns should lead back to your website – which is an environment that you control. There are two aspects to making your website into and effective marketing tool – traffic and conversion.
Website traffic is generated by top of the funnel activities such as search engine optimization, online advertising, social media and email marketing. More traffic sounds better but only if you can convert these unknown visitors into known leads or prospects
Conversion of a visitor to a leads is the result of a carefully planned buyers’ journey. This is a funnel that provides visitors with a series of logical steps as they research solutions to their problem.
There are however several types of website design companies and it is important to understand the differences. On one end of the spectrum is a basic online-brochure website and at the other end is an digital marketing platform designed to generate leads that meet your sales objectives. Consider a growth agency if you are expecting your website to be an integral part of your sales and marketing pipeline.
Download free guide: Seven Types of Website Design Company which one is right for you?
For B2B companies and government contractors especially, using a web development company in Washington DC for the best website design services will give you a solid foundation for your digital marketing campaigns.
2. Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, is a technique digital marketers use to get web pages and blog posts to rank organically on search engine results pages and get more visibility. SEO has several layers including:
- Technical optimization of the website
- The addition of high quality content
- Gaining backlinks (from other websites to your website).
SEO requires a deep understanding of both website design and the ever changing rules of the search engine algorithms. To rank on page one of a Google search, especially for government contractors, hiring an SEO company in Washington DC to manage your SEO services is highly recommended.
3. Content Marketing
Another comprehensive digital marketing concept is content marketing. Any digital marketing campaign that employs content assets (eBooks, blog posts, infographics, videos, and so on) to promote brand awareness or drive clicks, leads, or sales is referred to as content marketing.
Content should also be developed as part of an overarching marketing plan. Content for the sake of content can be an expensive waste of time and money. to be effective, every piece of content should have a defined purpose. And, each piece should be reviewed for repurposing opportunities – for example, a blog can become a lead magnet, and a lead magnet may need a summary video to promote a download option.
4. Email Marketing
Email marketing remains one of the most effective kinds of online marketing. Digital marketers use it to promote events, webinars, showcase content (such as e-books), or promote special advertising opportunities. It allows a highly personalized series of communications, especially when using a marketing automation platform such as HubSpot or even MailChimp.
5. Social Media Marketing
Social media marketing, like SEO, is a natural way to sell your brand online using sites like Linkedin, Facebook, or Twitter. Even without using the paid advertising option social media marketing is one of the most effective ways of amplifying your message..
Hiring The Best Digital Marketing Company
SEO, email marketing, website development, content marketing, and social media marketing are among the digital marketing methods that are shortlisted here. To reiterate, these are simply building blocks. Each requires knowledge and skill to manage but the true benefit is working with a partner who can integrate these tools into a marketing funnel that delivers qualified sales leads into your organization.
For these needs and more, work with a growth agency in Washington DC. Ocean 5 is recognized as one of the best digital marketing companies in Washington DC. We specialize in B2G marketing strategies, govcon marketing, web development, SEO, and more.
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