How Does Digital Marketing Work?

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How Does Digital Marketing Work?

As a small business owner, you understand that potential customers need to find you. Regardless as to whether you sell the best product or service in your industry, if your customers don’t know you exist, you’re going to lose revenue opportunities.

Up until about 20 years ago, companies’ advertising channels were limited. For example, you could buy print ads in newspapers or magazines, spend money on billboard advertising, take out an ad in the Yellow Pages, or invest in radio or television commercials. Although the old methodologies of advertising helped bring customers in, they were expensive and the return on investment (ROI) was difficult to track.

Today things are a lot different, and most companies are investing their dollars in digital marketing. There are numerous reasons for this. First, the ROI for money spent is measurable and trackable. Second, internet marketing efforts can be scaled up and scaled down as needed.

So what is Internet marketing, exactly? Simply stated, digital marketing is any form of marketing and advertising that’s done online.  It’s comprised of things such as email marketing, social media marketing, content marketing, influencer marketing and YouTube advertising. Other components of digital marketing include the following:

Paid Search

The last time you searched for a product or service online, you may have noticed that there were several listings on the top of the search page that had the word “Ad” in front of them. Paid search marketing propels your company’s listing to the top results of users’ Internet searches. If someone is searching for a product or service that you offer, paid ads help get your listing in front of their eyes.

Search Engine Optimization (SEO)

Paid search ads are good, but they can be expensive. If you prefer to invest your money elsewhere, you can try to get your website to rank well organically. That’s where SEO comes in. Search engine optimization takes time, effort and finesse, because the types of things that the search engine crawlers look for (when determining how well, or how poorly a website ranks) change constantly. What worked well 10 years ago may actually harm you today. Additionally, SEO isn’t a one-shot deal. Your efforts need to be maintained.

Choosing the right internet marketing agency

If you’re interested in learning more about how partnering with a digital marketing agency can help you grow your business, we can help. Call WBN Marketing today to schedule a free consultation.