Digital marketing is any form of marketing that is targeted towards smartphones, tablets, laptops and any other device that can be connected to the internet. While traditional marketing focuses on TV, print, film and radio, digital marketing is geared towards apps, blogs, websites, email, social media and online content.

Of course! You don’t have to completely disregard your traditional marketing endeavours to go digital, but the year is 2020, and if your business doesn’t at least take some part in the digital marketing game you are going to be left on the sidelines – it’s the cold, hard truth.

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Search Engine Optimisation is the process of using on and off-page tactics to ensure your page ranks highly in SERPs (Search Engine Results Pages). An example of this is using keyword research to define what words your target market are searching. You then go on to use these words in your web content so that search engines can pick up on them and factor them in with your overall rank.

Keywords are the words and phrases that people look up in search engines. These are the words used when looking for pages, blogs, videos, products, images and essentially any other kind of web content. These words have to be strategically placed within your content in order to be looked upon favourably by search engines.

A website should never sit stagnant for too long. If so, it serves as nothing more than an online business catalogue. A successful website is one that adapts, updates and interacts with consumers. Also, in terms of SEO, Google prefers a website that is regularly updated. There is no specific timeframe for updating a website, but you have to ensure it remains relevant.

A blog is one of the most important platforms for sharing digital marketing content. A 2019 report indicated that 55% of marketers use blogging as their number one marketing priority. Why? Because blogs appeal to consumers by providing them with entertainment and important information. Blogging can be utilised by any business, from a home appliances store to a fashion label to a tax agency. So, essentially, yes, it is recommended your business gets around blogging.

There are different guidelines for different platforms. They are as follows:
Facebook: At least once a day and no less than three times a week.
Instagram: You want to aim for one or two posts a day.
LinkedIn: No more than once a day but at least twice a week.
Twitter: This varies depending on your business but anywhere from 3 – 25 tweets a day is good.

In terms of blogging, you want to be posting at least once a week. However, there is no definitive number when it comes to the frequency of your blog posts. People used to think that you had to post constantly to gain the audience’s attention, but this is not always the case.

“If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.”- digital marketing expert Neil Patel.

This works for both social and blog posts. You don’t want to sacrifice the quality of your posts for quantity. Your blogs should be well-researched and edited, as they will have a greater effect on your audience than a couple of shabby pieces thrown together in an hour.

You want to target your attention on social media platforms with the most active users. These are as follows:
Facebook
YouTube
Instagram
Twitter
LinkedIn

Next, you have to know where your target audience spends their time and research them accordingly. What kind of content do they like? What are their social media behavioural patterns? How can your social content influence them as a consumer? Determining these factors will help you know where you should be posting social content.

Inbound marketing is a term created by HubSpots co-founder Brian Halligan. This is how they define it:
“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have.”

Inbound marketing is anything that helps answer a consumer’s question. Think something like a detailed “how-to” guide on getting a wine stain out of the carpet – that sort of thing.