Developing a balanced and flexible promotion strategy ensures the effectiveness of digital marketing. It should include using several of the most promising channels, constant analysis of the work done and results, and using tools appropriate to the project’s goals. These include techniques and technologies to increase sales and brand awareness and gain decisive advantages over competitors.
Each digital marketing tool has its characteristics and solves a specific range of tasks. They become most effective with an integrated approach when interaction with a potential client is carried out through various channels. Some tools attract a person’s attention, others keep them, and others increase product loyalty: this is how a well–designed brand promotion campaign works using digital marketing tools.
Website and content
The official website often performs the function of a business card, but more is needed to limit the style and orientation of the content that can be placed on it. Bright, attractive, lively texts are relevant, which favorably describe the offer, mission, development history, products, and services of the company and, at the same time, do not bother the user with explicit advertising. A good web page is a collection of texts, images, videos, quotes, infographics, sidebars, and interactive elements that improve the conversion on the site. Targeted user actions must be analyzed using analytics – based on this information, you can constantly improve the content, increasing the effectiveness of advertising campaigns.
Search engine optimization is designed to solve the problem of attracting potential buyers and regular customers from search engines. SEO implies doing complex one-time or recurring work to increase the site’s attractiveness and improve its content. Optimization takes place in three main directions:
Internal. The semantic core is compiled and divided into clusters, the site’s structure and content are determined, and meta tags are written for all pages.
External. It helps to increase the reference mass, which has a positive effect on ranking in search engines.
Technical. It allows you to eliminate errors in the site code, ensure high page opening speed, and add various software improvements and interactive elements.
SEO is designed for long-term, natural results. With a proper approach, this tool will become the source of many “free” leads from search engines.
This digital marketing tool is a vivid example of displaying advertising “at the right time in the right place” specifically for that target audience interested in the product and looking for a solution to their problem. Contextual advertising can be given in the search engines themselves, search engine services, and partner sites. Such advertising can provide the fastest result, and the size of investments depends, first of all, on the competitiveness of the niche.
As a rule, a landing page is created for a specific product or service, has a well-thought-out selling structure, and describes in detail all the advantages of your offer. If you correctly identify the target audience and pay attention to the quality of design, texts, and interactive elements, landing can become a very effective tool for getting leads.
There are two approaches to conducting a marketing campaign using mobile applications: create your own application/game or purchase advertising in other people’s popular programs. Stores such as the App Store and Google Play have promotion algorithms that differ from SEO based on user reviews, ratings, popularity, and features. The success of product advertising and its uniqueness in mobile applications is influenced by such components as:
working with reviews;
The market is up-and-coming, but you should strictly adhere to the rules of those stores through which you distribute the product.
The main advantage of working with the press is increasing the reputation and awareness of your product /brand in the market. Any publication in reputable media confirms the high level of the company, its transparency, and its extensive development plans. With the help of the press, you cannot give direct advertising, but you can compose the text to contain the main ideas and concepts of your activity, and the editor can publish it in his publication.
Email mailing lists
Despite the emergence of many new digital marketing tools, email newsletters are still characterized by the highest payback rates. When planning a campaign, collecting the maximum number of addresses, correctly configuring the algorithms for sending emails, and thinking over an effective sales funnel through an email newsletter is essential. When conducting mailing lists, it is necessary to maintain a balance – to refrain from overly aggressive, intrusive advertising and pay more attention to the story about your company, product, and services.
The range of opportunities for social media promotion is extensive. Based on customers’ interests, requests, and comments, you must regularly post content in your account, actively work with words, post stories, and conduct sweepstakes, quizzes, and other interactive, engaging events. A comprehensive and professional approach to SMM will allow you to solve a whole range of essential tasks:
To find and retain a loyal audience, to form a trusting relationship with it.
To receive helpful feedback from users and thereby improve your product and service.
Organize a direct sales channel and increase profits through purchases made by subscribers.
Increase your brand awareness in the market.
To attract additional traffic to the primary sources of sales (for example, to an online store or a physical office).
Thanks to the vast audience of social networks, this promotion tool is used by almost all advertisers. At the same time, depending on the target audience’s characteristics, the set of social networks used and the style of information presentation may differ.
Affiliate or affiliate digital marketing allows you to establish mutually beneficial relationships with companies in the same field but not directly competing with your product. A successful partnership makes it possible to reduce advertising costs, increase brand awareness, and increase audience reach. Possible collaboration options include:
- Joint promotions and campaigns.
- The exchange of partner links.
- Payment of remuneration for each attracted client.
When doing digital marketing, you need to be prepared so that the marketing strategy, tools, and promotion channels will be periodically changed and refined. It is optional to put into practice all the tools we have listed simultaneously; following trends, analyzing key metrics, and adapting the most effective techniques to your advertising campaign are much more critical.