As a business, you need to be able to understand marketing. It’s essential for everything from creating unique content to driving conversions. In this article, we’ll take you through digital marketing basics so that you can begin making informed decisions about your marketing efforts. From understanding search engine optimization (SEO) techniques to understanding social media marketing, we’ll cover everything you need to know in order to succeed in digital marketing.

What Is Digital Marketing?

What does “digital marketing” actually mean? Briefly stated, digital marketing, also referred to as online marketing, is a catch-all term for all marketing and engagement activities carried out through online media channels. Digital marketing’s purpose is to assist you in being discovered, being noticed, obtaining leads, and then converting those leads into loyal customers.

Currently, we can group digital marketing activities into a few broad categories:

  • your web page
  • Internet advertising (SEM)
  • Optimization for search engines (SEO)
  • Pay-per-click promotion (PPC)
  • Remarketing
  • automation in marketing (including email marketing and messenger marketing)
  • using social media
  • video advertising

Although it does get more specific than this, we’ll stick to the fundamentals.

How does a business define digital marketing?

Digital Marketing in a Nutshell: Who, What, Why, & How

Digital marketing is essential for your brand awareness and business at this point. Every other company seems to have a website. If not, they at least have a digital ad strategy or a presence on social media. Consumers now expect and rely on digital content and marketing as a way to learn about brands. You can get inventive and test out different marketing strategies on a budget because digital marketing has so many options and strategies available to it.

Digital marketing is defined as the process of connecting with customers online, where they spend a large portion of their time. The most effective digital marketers have a clear understanding of how each campaign supports their main objectives. Marketers can support a larger campaign through the available free and paid channels, depending on the objectives of their marketing strategy.

For instance, a content marketer can write a series of blog posts based on a new ebook the company just produced to generate leads. The social media marketer for the company could then assist in promoting these blog posts via paid and unpaid posts on the company’s social media pages. If people download the ebook, the email marketer might create an email campaign to provide them with more details about the business. In a moment, we’ll go into more detail about these specific digital marketers.

Why Is Digital Marketing Important?

Digital Marketing in a Nutshell: Who, What, Why, & How

Digital marketing enables you to target the customers most likely to purchase your goods or services and reaches a wider audience than traditional methods could. Additionally, it allows you to measure success on a daily basis and pivot as necessary, and it is frequently more affordable than traditional advertising.

A few of the main advantages of digital marketing are:

  • Only the prospects who are most likely to buy your product or service should receive your attention.
  • It is more affordable than outbound marketing strategies.
  • By leveling the playing field within your industry, digital marketing enables you to compete with more established brands.
  • Digital advertising can be measured.
  • A digital marketing strategy can be modified and adjusted more easily.
  • Your conversion rate and the caliber of your leads can both be increased through digital marketing.
  • With digital marketing, you can involve audiences at every stage.

Now let’s get into them.

  1. You can concentrate your efforts only on customers who are most likely to buy your good or service.

You have a limited amount of control over who sees an advertisement that you place on television, in a magazine, or on a billboard. Of course, you can measure some demographics, such as the typical readership of the magazine or the demographic of a particular neighborhood, but it’s still largely a guess.

On the other hand, digital marketing enables you to locate and target a very specific audience, as well as send that audience customized, highly effective marketing messages.

Use social media’s targeting options, for instance, to display social media ads to a specific audience based on factors like age, gender, location, interests, networks, or behaviors. To serve ads to users who have expressed interest in your product or service or who have looked up specific keywords related to your industry, you could also use PPC or SEO techniques.

In the end, digital marketing enables you to carry out the research required to identify your buyer persona and lets you iteratively improve your marketing strategy to make sure you’re attracting customers who are most likely to make a purchase. The best part about digital marketing is that it enables you to market to smaller segments of your main target market. This is especially useful if you sell various goods or services to various buyer personas.

  1. It is more affordable than outbound marketing strategies.

With digital marketing, you can monitor campaigns on a daily basis and cut back on your spending on a particular channel if it isn’t providing a high return on investment. Traditional forms of advertising cannot be said to be the same. Whether or not your billboard converts for you, it still costs the same regardless of how it performs.

Additionally, you have total control over where you choose to spend your money with digital marketing. Perhaps instead of spending money on PPC campaigns, you decide to buy design software to produce Instagram content with a high conversion rate. You can continuously pivot with a digital marketing strategy, avoiding wasting money on ineffective channels.

In general, digital marketing is a more affordable option and gives you special chances to make sure you’re getting the most value for your money.

For instance, if you work for a small business with a tight budget, you might try investing in SEO, blogging, or social media, three strategies that can yield high returns on investment even with little investment.

  1. You can compete with bigger brands thanks to the level playing field created by digital marketing within your sector.

If you work for a small company, it will probably be challenging for you to compete with the major brands in your sector, many of which have millions of dollars to spend on national advertising campaigns or television commercials. Fortunately, there are many chances for strategic digital marketing initiatives to outrank the major players.

To increase your ranking on search engines for specific long-tail keywords related to your product or service, for example, you might identify those keywords and then produce high-quality content. The most popular content with the target audience will be given precedence by search engines, not the largest brand.

Digital Marketing in a Nutshell: Who, What, Why, & How
  1. Digital advertising can be quantified.

The metrics that might be important to your business, such as impressions, shares, views, clicks, and time on page, can all be seen in detail from beginning to end with the help of digital marketing. One of the main advantages of digital marketing is this. Traditional advertising has many limitations, but it can be effective for some objectives.

Digital marketing, in contrast to the majority of offline marketing strategies, enables marketers to view precise results in real time. If you’ve ever placed an advertisement in a newspaper, you are aware of how challenging it is to gauge the number of readers who actually turned to that page and focused on your advertisement. There is no surefire way to determine whether that advertisement contributed to any sales at all.

The ROI of virtually every aspect of your marketing efforts can be measured, however, with digital marketing.

  1. Changing and adapting a digital marketing strategy is simpler.

The process of creating a marketing strategy is laborious. Typically, you will carry out that plan to completion, give it time to work, and then evaluate the results. But not everything always goes as expected. Halfway through, you might realize that a calculation, an assumption, or an audience response did not go as planned. Because you don’t have to start from scratch, being able to pivot or modify the strategy along the way is very advantageous.

One major advantage of digital marketing is the simplicity of changing your strategy. Comparatively speaking, changing a digital marketing strategy is much simpler than changing a more conventional marketing strategy like mailers or billboard advertising. For instance, you can quickly modify or pause an online advertisement if it isn’t producing the desired results.

  1. Digital marketing can boost your lead quality and conversion rate.

Using digital marketing also makes it easier to increase your conversion rate because it makes it easier to measure your marketing efforts. You can create more effective strategies by being able to evaluate the performance of each tactic. Your conversion rate will increase if you keep improving your techniques. Putting money into online marketing makes sure that everything is optimized for the most conversions possible.

Additionally, not every lead offers the same value to your company. You have the chance to target a particular audience through digital marketing, which will result in higher-quality leads that are more likely to convert to customers. Your conversion rate will increase directly as a result of connecting your company with the most valuable leads.

  1. Digital marketing enables audience engagement at every stage.

It’s crucial to start interacting with your audience as soon as you can. The lead is moved through the customer funnel more quickly when a connection is made at the beginning of the buyer’s journey. You can do that beginning to end and at every stage in between by using digital marketing.

You can track your customers’ entire purchasing process through online channels. Converting leads requires an understanding of and analysis of how customers behave and move. You can follow them throughout that process thanks to digital marketing. And even if they don’t convert right away, it at least ensures that they have established a connection with your company.

What Does A Digital Marketer Do?

Digital Marketing in a Nutshell: Who, What, Why, & How

Through all available digital channels, including both free and paid ones, a company’s digital marketers are responsible for promoting brand awareness and lead generation. Social media, the company’s own website, search engine rankings, email, display advertising, and the company blog are some of these channels.

To accurately assess the performance of the business across all channels, the digital marketer typically concentrates on a different key performance indicator (KPI). For instance, a digital marketer in charge of SEO tracks the “organic traffic” to their website. One generalist may control many of the aforementioned digital marketing strategies simultaneously in small businesses. In larger businesses, these strategies are handled by a number of specialists, each of whom specializes in just one or two of the brand’s digital channels.

Here are a few instances of these experts:

Principal KPIs for SEO Manager: Organic traffic

Simply put, SEO managers raise a company’s Google ranking. Even if the business also posts this content on social media, this person may work directly with content producers to ensure it performs well on Google using a variety of search engine optimization techniques.

Marketing Specialist for Content

Time on page, total blog traffic, and YouTube channel subscribers are the main KPIs.

The people who create digital content are called content marketers. They regularly monitor the company’s blogging schedule and develop a content strategy that incorporates video. To ensure that the products and campaigns the company launches are supported with promotional content on each digital channel, these professionals frequently collaborate with individuals in other departments.

Main KPIs for Social Media Manager: Follows, Impressions, and Shares

The title of a social media manager makes it clear what their job entails, but the industry they work in determines which social networks they manage on behalf of the business. Above all, social media managers create a posting schedule for the written and visual content produced by the business. A strategy for what type of content to post on which social media platform may be developed by this employee in conjunction with the content marketing specialist.

(Note: In the KPIs above, “impressions” refers to the frequency with which a business’s posts show up in a user’s newsfeed.)

Lead generation (conversion) rate, campaign click-through rate, and marketing automation coordinator’s primary KPIs

The marketing automation coordinator aids in the selection and administration of the software that enables the entire marketing team to comprehend consumer behavior and track the expansion of their company. It’s crucial to have someone who can organize these digital activities into separate campaigns and monitor the effectiveness of each campaign because many of the marketing operations mentioned above may be carried out independently from one another.


Digital Marketing can be a great way to increase sales and reach a larger audience. However, it’s important to take some time to develop your digital marketing strategies and to measure the results. By using social media and other marketing channels, you can build an audience that is interested in your products or services. Additionally, by increasing traffic and revenue through digital marketing, you can ensure that your business is successful in the long run.

Read previous posts on 20 Best Digital Marketing Tools for 2023 and Best Digital Marketing Agencies for Small Business for more information.

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