Digital Marketing: What It Is and How to Do It

What is Digital Marketing

Digital marketing is a form of marketing that uses the internet and digital technologies, such as computers and smartphones, to connect with customers. More than running a sponsored Instagram ad to drive sales, it’s a set of practices that interacts with customers at every stage of the buying journey. Digital marketing includes email, social media, advertising, and multimedia messaging that is distributed through mobile and web.

Digital marketing has many advantages over traditional marketing, such as print, radio, or television. It can reach a large and global audience, measure and optimize the performance of campaigns, personalize and segment the messages according to customer preferences, and create engaging and interactive experiences for customers.

In this article, we will explore the different types of digital marketing, the skills and tools needed to succeed in this field, and the career opportunities available for digital marketers.

Digital Marketing Benefits

Digital marketing benefits are the advantages and outcomes that you can achieve by using digital marketing strategies for your business. Digital marketing benefits can help you grow your brand, reach more customers, increase your sales, and improve your profitability.

Some of the digital marketing benefits you can enjoy include:

• Cost-effectiveness: Digital marketing is more cost-effective than traditional marketing methods, as it allows you to reach a large and global audience with a relatively low budget. You can also choose from various digital marketing channels and strategies that suit your goals and budget. You can also track and optimize your campaigns to ensure that you get the best return on investment (ROI).
• Measurability: Digital marketing is more measurable than traditional marketing methods, as it allows you to collect and analyze data related to your campaigns. You can use various tools and methods to measure and monitor the performance of your campaigns, such as Google Analytics, Facebook Insights, or Ahrefs. You can also draw insights and conclusions from the data, and use them to improve your strategies and decisions.
• Targeting: Digital marketing is more targeting than traditional marketing methods, as it allows you to reach and engage with your ideal customers. You can use various criteria and parameters to segment your audience based on their demographics, behavior, interests, or needs. You can also personalize and tailor your messages and offers according to their preferences and expectations.
• Reach: Digital marketing is more reaching than traditional marketing methods, as it allows you to access a wider and more diverse audience. You can use various platforms and devices to connect with your customers, such as websites , social media , email , or mobile . You can also expand your market beyond geographical boundaries and tap into new opportunities and niches.
• Engagement: Digital marketing is more engaging than traditional marketing methods, as it allows you to create interactive and immersive experiences for your customers. You can use various formats and media to deliver your content, such as text, images, videos, or audio. You can also encourage your customers to participate and share their feedback, opinions, or stories with you or others.
• Loyalty: Digital marketing is more loyal than traditional marketing methods, as it allows you to build long-term relationships with your customers. You can use various techniques and tactics to retain and delight your customers, such as email marketing , social media marketing, content marketing, or loyalty programs. You can also reward your customers for their loyalty and advocacy, such as discounts, coupons, or referrals.
• Conversion: Digital marketing is more converting than traditional marketing methods, as it allows you to drive more leads and sales for your business. You can use various tools and methods to optimize your conversion rate, such as landing pages, call-to-action (CTA) buttons, lead magnets, or remarketing. You can also track and measure your conversion rate using metrics such as leads, sales, revenue, or profit.

Types of Digital Marketing

Digital marketers use different channels and strategies to reach and engage with potential customers. Here are some of the most common and effective types of digital marketing:

Search Engine Optimization (SEO)

Search engine optimization (SEO) is a technique that seeks to improve the ranking of online material on search engines such as Google or Bing. The higher the ranking, the more likely it is that customers will find and click on the content.

SEO involves optimizing the content and structure of a website or a web page according to the keywords and phrases that customers use to search for products or services online. SEO also involves building links from other reputable websites to increase the authority and credibility of the content.

Some common ways to go about SEO include:

• Conducting keyword research to identify the most relevant and popular terms for the target audience
• Creating high-quality and original content that provides value and answers customer questions
• Using descriptive and catchy titles, headings, meta tags, and URLs that include keywords
• Designing a user-friendly and mobile-responsive website that loads fast and has clear navigation
• Generating backlinks from other authoritative websites that are related to the topic or industry
• Analyzing and monitoring the traffic, ranking, and performance of the website using tools such as Google Analytics or Google Search Console

Content Marketing

Content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The goal of content marketing is to educate, inform, entertain, or inspire customers and ultimately drive them to take a desired action.

Content marketing can take many forms, such as blog posts, ebooks, white papers, case studies, infographics, videos, podcasts, webinars, newsletters, or social media posts. Content marketing can also complement other types of digital marketing, such as SEO or email marketing.

Some common ways to go about content marketing include:

• Identifying the target audience and their needs, interests, challenges, and goals
• Developing a content strategy that defines the objectives, topics, formats, channels, frequency,
  and metrics of the content
• Creating engaging and original content that provides value and solves customer problems
• Distributing and promoting the content through various channels such as social media,
  email, or paid ads
• Measuring and evaluating the impact of the content on customer behavior,
  satisfaction, loyalty, and conversion

Social Media Marketing

Social media marketing is a technique that uses social media platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, or TikTok to connect with customers. The goal of social media marketing is to build brand awareness , increase customer engagement, generate leads, or drive sales.

Social media marketing can involve creating and sharing organic or paid content such as posts, stories, videos, live streams, or ads. Social media marketing can also involve interacting with customers by responding to comments, messages, reviews, or mentions.

Some common ways to go about social media marketing include:

• Choosing the most suitable social media platforms for the target audience
  and objectives
• Developing a social media strategy that defines the tone, style, voice,
  and goals of the content
• Creating appealing and relevant content that showcases the brand personality ,
  values, products, or services
• Posting regularly and consistently at optimal times
  and frequencies
• Engaging with customers by liking, commenting, sharing, or following their content
• Analyzing and optimizing the performance of social media campaigns using tools such as Facebook Insights or Twitter Analytics

Email Marketing

Email marketing is a technique that uses email as a direct communication channel with customers. The goal of email marketing is to build relationships, nurture leads, increase loyalty, or boost sales.

Email marketing can involve sending different types of emails, such as newsletters, promotional offers, transactional messages, or educational content. Email marketing can also be automated and personalized based on customer behavior, preferences, and interests.

Some common ways to go about email marketing include:

• Building an email list of subscribers who have given consent to receive emails from the business
• Segmenting the email list into different groups based on criteria such as demographics, purchase history, or engagement level
• Crafting engaging and relevant subject lines and preheaders that entice customers to open the emails
• Designing attractive and responsive email templates that match the brand identity and display well on different devices
• Writing clear and compelling copy that delivers value and prompts customers to take action
• Testing and optimizing different elements of the emails, such as subject lines, images, CTAs, or send times
• Measuring and analyzing the performance of email campaigns using metrics such as open rate, click-through rate, conversion rate, or unsubscribe rate

Video Marketing

Video marketing is a technique that uses video to promote your brand, product, or service. The goal of video marketing is to increase engagement, awareness, education, or conversion.

Video marketing can involve creating and distributing different types of videos, such as explainer videos, testimonials, tutorials, live streams, ads, or viral content. Video marketing can also be optimized and personalized for different platforms and audiences.

Some common ways to go about video marketing include:

• Defining the purpose, audience, and message of the video
• Choosing the best format, style, length, and tone for the video
• Scripting and storyboarding the video content and flow
• Shooting and editing the video using high-quality equipment and software
• Adding elements such as music, voice-over, subtitles, or animations to enhance the video
• Uploading and sharing the video on various channels such as YouTube, Facebook, Instagram, or TikTok
• Optimizing the video for SEO using keywords, titles, descriptions, tags, or thumbnails
• Measuring and analyzing the performance of video marketing using metrics such as views, watch time, retention rate, engagement rate, or click-through rate

Influencer Marketing

Influencer marketing is a technique that involves collaborating with influential people who have a large and loyal following on social media. The goal of influencer marketing is to leverage their influence and credibility to endorse your brand, product, or service.

Influencer marketing can involve different types of collaborations, such as sponsored posts, reviews, giveaways, takeovers, or ambassador programs. Influencer marketing can also be tailored and targeted for different niches, platforms, and audiences.

Some common ways to go about influencer marketing include:

• Identifying and researching potential influencers who are relevant, authentic, and engaging for your brand and audience
• Reaching out and building relationships with influencers who share your brand values and vision
• Negotiating and agreeing on the terms, expectations, and compensation of the collaboration
• Providing creative freedom and guidance to influencers to create content that aligns with your brand message and goals
• Monitoring and measuring the impact of influencer marketing using metrics such as reach, impressions, engagement, or conversions

Digital Marketing Tools

Digital marketing tools are software applications or platforms that help you perform various tasks and functions in the digital marketing field. Digital marketing tools can help you create, manage, optimize, and measure your online campaigns. They can also help you save time, money, and resources, and improve your productivity and efficiency.

Some of the digital marketing tools you can use include:

• HubSpot Marketing: HubSpot Marketing is an all-in-one platform that covers various aspects of digital marketing, such as SEO, content creation, social media marketing, email marketing, and marketing automation. HubSpot Marketing also integrates with HubSpot CRM and HubSpot Sales to help you manage your customer relationships and sales processes.
• Ahrefs: Ahrefs is a comprehensive SEO tool that helps you improve your website ranking and traffic. Ahrefs allows you to conduct keyword research, optimize website content and structure, build links from other websites, and measure and report on SEO results and performance.
• All in One SEO: All in One SEO is a WordPress plugin that helps you optimize your website for SEO. All in One SEO allows you to add meta tags, titles, descriptions, keywords, and schema markup to your web pages. It also helps you generate XML sitemaps, submit your site to search engines, and monitor your site health and performance.
• Omnisend: Omnisend is an email marketing tool that helps you create and send personalized and automated email campaigns. Omnisend allows you to segment your email list based on various criteria, such as demographics, behavior, or interests. It also helps you design attractive and responsive email templates, test and optimize your email deliverability and effectiveness, and measure and report on email marketing metrics.
• ProofHub: ProofHub is a project management tool that helps you plan, organize, collaborate, and deliver your digital marketing projects. ProofHub allows you to create tasks, assign roles and responsibilities, set deadlines and milestones, track progress and status, communicate with team members and clients, share files and feedback, and generate reports.
• Pointerpro: Pointerpro is a lead generation tool that helps you capture and qualify leads from your website visitors. Pointerpro allows you to create pop-ups, forms, quizzes, surveys, or chatbots that collect contact information and preferences from your visitors. It also helps you segment your leads based on their responses, score them based on their potential value, and send them to your CRM or email marketing tool.
• Yoast: Yoast is another WordPress plugin that helps you optimize your website for SEO. Yoast allows you to add meta tags, titles, descriptions, keywords, and schema markup to your web pages. It also helps you improve your readability, keyword density, internal linking, and site speed. It also provides suggestions and recommendations for improving your SEO score.
• Slack: Slack is a communication tool that helps you collaborate with your team members, clients, or partners. Slack allows you to create channels for different topics , projects ,or departments . It also allows you to send messages, files, emojis, or gifs. It also integrates with various other tools, such as Google Drive, Trello, or Zoom.
• Trello: Trello is another project management tool that helps you organize your digital marketing tasks and workflows. Trello allows you to create boards for different projects or campaigns. It also allows you to add cards for different tasks or stages. It also allows you to assign members, labels, due dates, checklists, or attachments. It also allows you to move cards across lists or boards as they progress or change status.
• Canva Business: Canva Business is a graphic design tool that helps you create stunning visuals for your digital marketing campaigns. Canva Business allows you to choose from thousands of templates or create your own from scratch. It also allows you to customize your designs with fonts, colors, images, icons, or stickers. It also allows you to resize your designs for different platforms or formats, such as social media posts, ads, flyers, or logos.

Digital Marketing Skills

Digital marketing skills are the abilities and knowledge that enable you to perform various tasks and functions in the digital marketing field. Digital marketing skills are essential for any professional who wants to succeed in this dynamic and competitive industry.

Digital marketing skills can help you:

• Communicate effectively with your target audience and stakeholders
• Collaborate with other professionals such as designers, developers, and strategists
• Create engaging and relevant content that attracts and converts customers
• Analyze data and measure the impact of your digital marketing campaigns
• Use various tools and platforms to optimize your online presence and reach

Some common digital marketing skills include:

• Communication: Communication is a key skill for any digital marketer, as you need to be able to convey your message clearly and persuasively to your audience, whether it’s through written, verbal, or visual means. You also need to be able to listen and respond to feedback, questions, or complaints from your customers or clients.
• Collaboration: Collaboration is a skill that involves working well with others, such as designers, developers, strategists, or product managers. You need to be able to share your ideas, opinions, and insights, as well as respect and appreciate the contributions of others. You also need to be able to adapt to different situations and personalities, and manage conflicts or disagreements constructively.
• Creative thinking: Creative thinking is a skill that involves generating new and original ideas, solutions, or approaches for your digital marketing projects. You need to be able to think outside the box, experiment with different possibilities, and challenge the status quo. You also need to be able to test and evaluate your ideas, and learn from your failures or mistakes.
• Data analysis: Data analysis is a skill that involves collecting, organizing, interpreting, and presenting data related to your digital marketing activities. You need to be able to use various tools and methods to measure and monitor the performance of your campaigns, such as Google Analytics or Facebook Insights. You also need to be able to draw insights and conclusions from the data, and use them to improve your strategies and decisions.
• Social media marketing: Social media marketing is a skill that involves using social media platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, or TikTok to connect with your audience and promote your brand, product, or service. You need to be able to create appealing and relevant content that showcases your brand personality, values, products, or services. You also need to be able to post regularly and consistently at optimal times and frequencies, engage with your followers by liking, commenting, sharing, or following their content, and analyze and optimize your social media campaigns using tools such as Facebook Insights or Twitter Analytics .
• Content creation: Content creation is a skill that involves producing high-quality and original content that provides value and solves customer problems. Content creation can take many forms, such as blog posts, ebooks, white papers, case studies, infographics, videos, podcasts, webinars, newsletters, or social media posts . Content creation can also complement other types of digital marketing, such as SEO or email marketing.
• SEM/SEO and CRM tools: SEM/SEO and CRM tools are skills that involve using various software applications or platforms to optimize your online presence and reach. SEM/SEO tools are used to improve the ranking of your online material on search engines such as Google or Bing. Some examples of SEM/SEO tools are Google Ads, Moz, or SEMrush. CRM tools are used to manage your relationships with your customers or prospects. Some examples of CRM tools are HubSpot, Salesforce, or Zoho.

Digital Marketing Challenges

Digital marketing challenges are the difficulties and obstacles that digital marketers face in their daily work. Digital marketing challenges can stem from various factors, such as technology, competition, customers, or skills. Digital marketing challenges can affect the performance and results of digital marketing campaigns.

Some of the digital marketing challenges you may encounter include:

• Competition: Digital marketing is a highly competitive field, as more and more businesses and organizations are using online platforms to reach and attract customers. This means that you have to compete with numerous rivals for the attention and interest of your target audience. You also have to keep up with the latest trends and innovations in digital marketing to stay ahead of the curve.
• Technology: Digital marketing is a technology-driven field, as it relies on various tools and platforms to create, manage, optimize, and measure online campaigns. This means that you have to constantly update your knowledge and skills on how to use these tools and platforms effectively. You also have to deal with technical issues and glitches that may arise from time to time.
• Customers: Digital marketing is a customer-centric field, as it focuses on meeting the needs, expectations, and preferences of your target audience. This means that you have to understand your customers’ behavior, interests, challenges, and feedback. You also have to adapt to their changing demands and preferences, as well as their feedback and complaints.
• Skills: Digital marketing is a skill-intensive field, as it requires a combination of various abilities and knowledge to perform various tasks and functions. This means that you have to master various digital marketing skills, such as communication, collaboration, creative thinking, data analysis, social media marketing, content creation, SEO, PPC, and more. You also have to keep learning and improving your skills to stay relevant and competitive in the industry.

Digital Marketing Courses

Digital marketing courses are educational programs that teach you the skills and knowledge you need to become a successful digital marketer. Digital marketing courses can cover various topics, such as SEO, content marketing, social media marketing, email marketing, PPC, and more. Digital marketing courses can also help you prepare for digital marketing certifications or degrees.

Some of the digital marketing courses you can enroll in include:

• Fundamentals of Digital Marketing by Google: This is a free online course that covers the basics of digital marketing. It consists of 26 modules that explore various aspects of digital marketing, such as website optimization, analytics, social media, video, and more. It also offers a certification from Google upon completion.
• Social Media Marketing by Meta: This is a professional certificate program that teaches you how to use social media platforms such as Facebook, Instagram, WhatsApp, and Messenger to create and execute effective marketing campaigns. It consists of five courses that cover topics such as social media strategy, content creation, advertising, analytics, and community management. It also offers a certification from Meta upon completion.
• Digital Marketing by University of Illinois at Urbana-Champaign: This is a master’s degree program that provides you with a comprehensive and advanced education in digital marketing. It consists of seven courses that cover topics such as marketing in a digital world, digital analytics, digital channels, digital content, and digital strategy. It also offers a degree from the University of Illinois upon completion.

Digital Marketing Career Opportunities

Digital marketing career opportunities are abundant and diverse, as businesses and organizations of all sizes and industries need digital marketing professionals to help them reach and engage with their online customers. Digital marketing career opportunities can range from entry-level to senior-level positions, depending on your education, experience, and skills.

Some of the digital marketing career opportunities you can explore include:

• Social media manager: A social media manager oversees the social media accounts of a business or an organization. They create and share content that showcases the brand personality, values, products, or services. They also interact with followers, monitor and analyze social media performance, and develop social media strategies and campaigns.
• SEO specialist: An SEO specialist improves the ranking of online content on search engines such as Google or Bing. They conduct keyword research, optimize website content and structure, build links from other websites, and measure and report on SEO results and performance.
• Email marketing specialist: An email marketing specialist creates email marketing campaigns to communicate with customers and prospects. They write and design email content, segment and manage email lists, test and optimize email deliverability and effectiveness, and measure and report on email marketing metrics.
• Content writer/copywriter: A content writer/copywriter produces written content for various online platforms such as websites, blogs, social media, or newsletters. They write engaging and informative content that matches the tone, style, voice, and goals of the brand. They also research topics, keywords, and audience needs, proofread and edit their work, and collaborate with other content creators or marketers.
• PPC specialist: A PPC specialist manages online advertising campaigns using platforms such as Google Ads, Facebook Ads, or YouTube Ads. They create and launch ads that match the customer’s intent and expectations. They also set budgets and bids, monitor and optimize ad performance, and measure and report on ad metrics such as impressions, clicks, conversions, or ROI.
• Content strategist: A content strategist plans and oversees the content creation and distribution for a business or an organization. They define the content goals, objectives, topics, formats, channels, frequency, and metrics. They also conduct content audits, research audience needs and interests, develop content calendars and guidelines, and evaluate content performance and impact.
• SEO manager: An SEO manager leads and coordinates the SEO activities of a business or an organization. They develop and implement SEO strategies that align with the business goals and objectives. They also supervise SEO specialists, monitor SEO trends and best practices, analyze SEO data, report on SEO results, and communicate with stakeholders.
• Branding expert: A branding expert helps a business or an organization create, develop, and maintain its brand identity. They research the market, competitors, and customers to understand the brand’s position, value proposition, and unique selling points. They also design brand elements such as logos, colors, fonts, slogans, or mascots. They also create brand guidelines, standards, and policies to ensure consistency across all channels.
• Email marketing manager: An email marketing manager oversees the email marketing activities of a business or an organization. They plan and execute email marketing campaigns that target different segments of customers or prospects. They also manage email marketing specialists, monitor email marketing trends and best practices, analyze email marketing data, report on email marketing results, and communicate with stakeholders.
• Digital marketing manager: A digital marketing manager is responsible for all aspects of digital marketing for a business or an organization. They develop and implement digital marketing strategies that cover various channels such as SEO, PPC, social media, email, or video. They also manage digital marketing teams, monitor digital marketing trends
  and best practices, analyze digital marketing data, report on digital marketing results, and communicate with stakeholders.

Digital Marketing Tips

Digital marketing tips are practical and actionable advice that can help you improve your digital marketing strategies and campaigns. Digital marketing tips can cover various aspects of digital marketing, such as planning, creating, executing, optimizing, and measuring online campaigns. Digital marketing tips can also help you overcome digital marketing challenges and achieve digital marketing benefits.

Some of the digital marketing tips you can follow include:

• Set SMART objectives: One of the best digital marketing tips you can follow is to set SMART objectives (or goals) for your marketing campaigns. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. SMART objectives are important for online marketing because they give your business a specific direction, purpose, and vision. They also help you track and evaluate your progress and performance.
• Know your audience: Another essential digital marketing tip is to know your audience well. You need to understand who your target customers are, what they need, want, expect, and prefer. You also need to know how they behave online, what channels they use, what content they consume, and what triggers them to take action. You can use various methods to research your audience, such as surveys, interviews, focus groups, analytics, or social listening.
• Create valuable content: Content is the core of digital marketing, as it helps you attract, engage, educate, and persuade your audience. You need to create valuable content that matches your audience’s intent and expectations. You also need to use various formats and media to deliver your content, such as text, images, videos, or audio. You also need to optimize your content for SEO, using keywords, titles, descriptions, tags, or links.
• Use multiple channels: Digital marketing offers you a variety of channels and platforms to reach and connect with your audience. You need to use multiple channels that suit your goals and budget. You also need to choose the channels that your audience prefers and frequents. Some of the common channels you can use are websites, blogs, social media, email, video, or mobile.
• Test and optimize: Digital marketing is not a one-time activity, but a continuous process of improvement. You need to test and optimize your campaigns regularly to ensure that they are effective and efficient. You can use various tools and methods to test and optimize your campaigns, such as A/B testing, landing pages, CTAs, lead magnets, or remarketing. You also need to measure and analyze your campaigns using metrics such as traffic, leads, sales, revenue, or ROI.

Conclusion

Digital marketing is a dynamic and exciting field that offers various opportunities for career growth and development. Whether you are interested in social media, SEO, content creation, or any other aspect of digital marketing, you can find a job that suits your skills and goals. To succeed in digital marketing, you need to have a strong resume that showcases your qualifications and achievements. You also need to keep learning and improving your skills to stay updated with the latest trends and innovations in digital marketing.