What is Digital Marketing – A Complete Guide in 2023
Last Updated on 18th March 2023 by Ajmer Singh
This article is a full guide on what is digital marketing and how it’s used.
It will cover the basics of,
- social media
- search engine optimization (SEO)
- affiliate marketing & online advertising (including both pay per click advertising and retargeting) etc.
It will answer questions such as:
“What does digital marketing include?”
“What are the most effective marketing strategies for social media, SEO, affiliate marketing & online advertising?”
“How can I get started with digital marketing?” etc.
With this article, you should be able to answer the questions above!
If any other further questions remain unanswered please feel free to leave a comment and I will answer, also please share this article if you found it helpful.
Now let’s get started!
What is digital marketing and how has it grown?
Today (2023) we live in a world where technology has become an integral part of our lives.
This means that there are now more ways than ever that companies can reach their target audiences.
Digital marketing is an umbrella term that includes the use of websites, social media, search engines & mobile devices to promote products/services by advertising or selling directly to consumers.
It’s important to note that digital marketing does not only refer to online techniques but also encompasses ‘offline’ endeavours such as television and radio advertisements.
Digital marketing has become an integral part of the global economy and it shows no signs of slowing down – in fact, we can expect to see even more growth in the coming years!
What are the best digital marketing strategies?
There are many different digital marketing strategies – some popular examples include SEO (search engine optimization), affiliate marketing, social media, PPC (pay per click advertising) & retargeting.
Each method has its own list of benefits and disadvantages, but when used correctly can be extremely effective.
The most popular methods in 2023 are SEO (search engine optimization), PPC (pay per click advertising) and social media marketing.
Let’s take a look at what each of these actually is:
What is search engine optimization?
Search engine optimization (SEO) is the process of ranking websites or mobile apps high in search engines when certain keywords are searched for.
For example, “digital marketing” may be a keyword someone searches for.
If your website ranks highly in Google (or other search engines) for this term then your site has successfully gained SEO.
How important is SEO?
Finding the right keywords which will eventually yield a high ROI (return on investment) and rank well in search engines, such as Google or Bing is vital for digital marketing success.
This is why SEO took off so much in 2023 – because it’s one of the most effective methods there is, especially when done correctly!
Some companies actually hire SEO experts who have a deep knowledge of how to rank their site high in search engines.
What is affiliate marketing?
An affiliate, also known as a publisher, refers to someone who sells products for other businesses but does not actually own the product they are selling.
Often referring customers directly to the main business website.
For example, if you sell a product for Company ABC and someone purchases your product, you will receive a commission.
This is how affiliate marketing works.
The creator of the affiliate content receives a referral fee once they have successfully sold someone else’s products or services.
How can I become an affiliate marketer?
Affiliate marketers are often needed by companies who are just starting out because they have little to no online presence.
This means you can reach out to businesses and offer your skills as an affiliate marketer.
If they accept, you can begin building a website that has links leading back to the company’s main site!
For example, Company ABC may ask you to write a blog post about their product and place a link at the bottom of the page leading directly to their website.
There has been a huge surge in social media over the past few years and it’s one of the most popular digital marketing strategies today!
Social media sites such as Facebook, Instagram, Quora, Twitter and Pinterest allow users to interact and share content with friends and family easily.
They also provide a platform for businesses to market their products and services by enabling users to share brand content with ease.
Social media marketing can be extremely powerful.
Companies have been able to improve their brand recognition, boost sales and generate leads very quickly due to this fact.
A successful social media marketing strategy can also work as a reputation management tool.
If the company is able to maintain a good public image, social media will allow them to share this with large audiences easily!
What is pay per click advertising?
PPC (pay per click) advertising means advertisers only need to pay when someone clicks on their ad.
This is set up as an online auction and the person with the highest bid will have their ad appear at the top of a search engine result page where it is more likely to be clicked.
What are the benefits of PPC advertising?
PPC advertising has major benefits because advertisers only pay when someone clicks on their ad.
This means they can set an exact daily or monthly budget which is much easier to control than other forms of advertising.
Another benefit is it can be extremely targeted.
Businesses are able to pick specific keywords for their ads to target only interested individuals who may want their product or service.
What does content marketing mean?
Content marketing means creating content that you will share with your audience in order to get them interested in your brand.
This can mean articles, blogs, podcasts and much more – it’s your way to communicate with them and share what you’re all about!
Another thing to remember is that content marketing isn’t just one strategy.
There are many ways to generate interest in your business using digital marketing including blogging, social media and even video marketing.
What is email marketing?
Email marketing is a strategy used to create a list of people who have opted in to receive promotional emails from your business.
You can then send them targeted email campaigns that provide value while promoting your products and services at the same time!
This means you don’t need to spend money on ads or cold calling – if people want to hear from you, they’ll let you know!
What are the benefits of email marketing?
Email marketing has a ton of benefits – firstly, it’s incredibly targeted.
You can pick and choose who to send your emails out to based on their interests, location or something else that makes sense for your brand.
It also means you don’t need to spend too much time on your marketing efforts – if they want to hear from you, they’ll let you know!
What is direct mail marketing?
Direct mail marketing happens when a business sends promotional material through the post in order to reach a specific target audience.
This can be used for many purposes including sending out samples of a new product or even a newsletter to a large mailing list.
What are the benefits of direct mail marketing?
One thing that makes direct mail marketing great is it’s incredibly targeted.
You can pick and choose who to send your material to in order to provide them with value while also promoting your brand at the same time.
It also means you’ll need less money for a successful campaign because you can use a smaller, more specific list of prospects.
What is video marketing?
Video marketing means creating short videos to promote your brand or product.
You can share these on social media, your website and even paid ad platforms like YouTube!
Video marketing has exploded over the last few years.
It’s one of the fastest-growing forms of digital marketing and if you want to stay ahead of the curve, it’s a must!
What are the benefits of video marketing?
Video marketing has tons of benefits.
It’s fun and engaging for your audience, plus you can use it to educate them on your products or services in a way that they’ll love.
In addition to this, you can also build trust with your customers through video because it makes you a more approachable brand.
What is a landing page?
A landing page is a web page where visitors land after clicking on an ad or link.
They are often used to encourage visitors to sign up, submit their email or make a purchase.
For example, if you were promoting a new product and wanted people to buy it, your landing page could be designed for this specific purpose.
What are the benefits of a landing page?
One of the biggest benefits of having a dedicated landing page is it allows you to be very specific with your marketing efforts.
For example, if you were selling a product, your main goal would be to get visitors to make a purchase.
This means you might only need to provide details of your product, plus a way to buy it.
What is a pop-up?
A pop-up is when a browser window appears on top of the page you’re viewing and displays an advert or promotion.
They often have bright colours, loud text and a special offer to encourage people to click on them in order to find out more.
Pop-ups are incredibly common online these days.
They can appear in many different places, including social media or even on your computer.
What are the benefits of pop-ups?
One benefit of pop-ups is that they’re incredibly targeted.
You can choose when and where they appear to make sure people see them who might be interested in what you’ve got to offer.
It also means you can be very creative with your pop-ups.
You can pick different images or colours based on what will work best for your brand.
What is influencer marketing?
Influencer marketing means working with industry leaders to promote your brand.
You can find people on platforms like YouTube or Instagram who are at the top of their game in your niche.
For example, if you’re a fashion designer, choosing someone who has millions of followers might be a good place to start!
What are the benefits of influencer marketing?
One major benefit of influencer marketing is it gives a sense of trust to your customers.
When they see that you’re working with a big name in the industry, this shows them that you’re still credible and reputable despite being small.
This will make your brand more appealing and trustworthy in their eyes.
What is a blog?
A blog is an online platform where you can write about anything you like and share it with your audience.
This could be news on your latest products, tutorials for how to use them or even style tips and tricks.
The great thing about blogging is that not only does it help promote your brand,
but writing in a personal way means you can build a relationship with your customers.
What are the benefits of blogging?
One of the main benefits of blogging is it encourages engagement from your audience.
When they get to know you and feel like they’re part of something, they will be more likely to become loyal customers and recommend you to their friends.
Additionally, blogging is beneficial for SEO as it boosts your website and allows Google to rank you higher than other sites.
A social media influencer is someone who has a big presence on platforms like YouTube, Facebook & Instagram and uses their influence to promote products.
Unlike traditional celebrities or ‘influencers’, these people might have smaller subscriber numbers.
But they’re incredibly dedicated to the content they share.
Social media influencers have a really engaged audience, so you know they’re going to be more effective at promoting your brand than other types of promotion.
Additionally, as these influencers are often regular people, not only do they feel relatable to their viewers but it also gives them a sense of trust.
What are email lists?
Email lists are simply a way of collecting the email addresses of people that are interested in your brand.
This means you have a group of people who will be more likely to read your emails and potentially make a purchase.
Email marketing is still one of the best ways to get in touch with your customers, so having an email list is really beneficial.
What are the benefits of email lists?
Email lists are an effective way to build a relationship with your customers and create trust between you.
The great thing about them is that not only are they easy to set up, but they can also be automated.
This means that once people have given you their email address, you can set up an automated email to send to them on a schedule.
What is display advertising?
Display ads are another way of getting your brand in front of people who might not have found you through other channels.
These ads could be banners, pop-ups or full-page ads that show up on websites related to your niche.
For example, fashion brands could advertise on clothing websites or specific bloggers might run their own advertising campaigns.
What are the benefits of display ads?
You can choose where your ads appear to make sure you’re only targeting people that would be interested in your brand.
For example, if someone has been searching for fashion brands online, a banner ad from a designer they’ve looked at before could be really effective.
Additionally, display ads are easily measurable as you can see how many people click on your ads and for what duration they stayed on the page.
FAQS about Digital Marketing!
Q: How much does digital marketing cost?
A: Digital marketing can be as expensive or as inexpensive as you like.
It depends on the platform you choose and the specific campaign you run.
For example, Google Adwords allows you to choose how specific you want your campaigns to be and whether you want them to show up across different countries and devices.
A: Digital marketing covers any kind of online promotion that you would use to grow your brand.
This includes things like SEO, PPC & Email Lists, whereas social media is just one aspect of this.
It is basically using platforms like Facebook, YouTube or Instagram to promote yourself and connect with your audience.
A: A social media influencer is someone who has a big presence on platforms like YouTube, Facebook & Instagram and uses their influence to promote products.
Unlike traditional celebrities or ‘influencers’, these people might have smaller subscriber numbers, but they’re incredibly dedicated to the content they share.
A: This will depend on what your goals are and how specific you want to be.
Depending on the size of the campaign and whether or not you want to include other products, costs can vary dramatically!
For example, for a single Instagram post with a smaller influencer, you could be looking at around £100-£200.
However, some social media influencers have a bigger following and might cost a lot more depending on their fees.
A: Social media is becoming more popular every day, so it’s really easy to find people who are active and influential on social media.
For example, you can search for your industry and location on platforms like Instagram or Facebook and look at the people with the most followers – these could be potential influencers.
Q: How do I make my own digital marketing strategy?
A: The best thing to do is to set yourself a budget and then check out which platforms are most popular in your industry.
From there, you can start to put together a plan that fits within your budget and includes all of the channels you want to promote.
Q: Do I need to be an expert at digital marketing to get started?
A: Not necessarily, but it’s good if you know something about each platform and how each one works.
This means that you’ll be able to avoid any common mistakes that beginners make, which will help save you money and time in the long run!
Q: What is the best digital marketing certification?
A: There isn’t a specific one that we can recommend – instead, we would suggest looking out for industry-specific certifications that are relevant to your role.
For example, if you’re a blogger then the CIPR credential is great for helping you to become more influential within your industry.
Another thing that you could do is follow some of the influencers in your industry on social media or subscribe to their YouTube channels
However, they might not be able to help you with specific information about your campaign.
Q: What are some of the most popular digital marketing certification courses?
A: If you’re interested in learning more about digital marketing then there are a number of great courses available right now.
For example, Google has its own free certification that covers everything from data analytics to PPC advertising.
Q: How much does it cost to work with an SEO company?
A: The cost of working with an SEO company can vary quite a lot, depending on who you choose and what services they offer.
For example, some companies might specialise in link building or technical optimisation.
In general, though, it’s worth looking for an agency that will include these things as part of their search engine optimisation packages as these can often be added on as extras.
Q: What is link building?
A: Link building is a very popular and effective digital marketing strategy that helps to boost your website’s search engine rankings within Google and other platforms like Yahoo and Bing.
This works by getting more links to reference yours.
These links are then shown when people search for various keywords or search terms.
Q: Do I need to know HTML and CSS in order to work in digital marketing?
A: No, you don’t – however, it’s always a good idea if you’re working on your own website to learn the basics of HTML and CSS.
While this isn’t a requirement for this role, knowing how to code your own website is always going to be helpful!
Q: Who should I partner with as an affiliate marketer?
A: This will depend on what kind of campaign you’re running and what you want to achieve from it.
If you want people to make direct purchases then it’s best to partner with multiple brands so that customers have more options to choose from.
If you’re focused on building your brand then it might be worth partnering with one company in order to get the most out of the partnership.
Another important thing to consider is how much traffic you have.
If your website gets thousands of visitors each day then there’s a good chance that you’ll be able to get a higher commission rate because of this.
Q: How do I know what affiliate network to join?
A: There are a number of different affiliate networks out there, each one specialising in different niches and offer varying rates of commission.
This means that it’s important for you to research these networks and compare them before making your decision.
Q: How can I find out what people want?
A: The best way to find out what people want is by building a survey and asking them!
You might choose to do this through an email, or if you have a lot of website traffic then it could be worth setting up a poll on your website.
You could also consider creating a questionnaire and asking people to complete it when they download your freebie or leave a comment on one of your blog posts.
Q: Why is content marketing so important?
A: Around 5 years ago, companies realised that there was a lot of money to be made in the internet world.
Because of this, a lot of traditional businesses created their own websites and started experimenting with digital marketing.
Unfortunately for them, this wasn’t necessarily the right approach.
In fact, many experts believe that businesses should focus on creating quality content rather than just trying to sell products or services straight away.
The reason for this is simple:
When people have interesting things to read, they’ll stay on your website for longer and see more of your ads.
Q: What does conversion rate mean?
A: Conversion rate is the percentage of people that complete the desired action (like buying a product, signing up to an email list etc.) after visiting a certain page on your website.
This can be any number of things.
For example, if 20 people visit your ‘About Us’ page and 2 of them sign up to your email list then you have an (approximately) 10% conversion rate.
Q: What is conversion rate optimisation?
A: This is the process of increasing your website’s conversion rates through various marketing strategies.
It can be anything from making small changes to your website, to split testing products and seeing which ones generate the most revenue.
Q: How can I improve my site’s conversion rate?
A: The most important thing to remember is that there is no ‘one size fits all’ solution – this will depend entirely on what you are trying to sell.
For example, if you want people to sign up to your email list then you might choose to place a sidebar form on every page of your website.
If you’re selling products (either one-off or subscription) it might be best to show rotating banners and highlight big discounts and special offers.
Q: What is the difference between SEO and SEM?
A: SEM stands for Search Engine Marketing and is a way of directing traffic to your website by purchasing advertisements on search engines such as Google.
This can be a very effective method, though it’s important to remember that you’ll have to pay every time someone clicks on one of your ads.
This means that if they don’t convert then you’ve lost a lot of money.
SEO stands for Search Engine Optimisation and is the process of getting your website to rank higher in search engines such as Google.
This means that you’ll get more free traffic from people searching for similar content.
Unlike with SEM, you don’t have to pay every time someone clicks on one of your ads and if your content is good then you should see your traffic increase over time.
Q: What is split testing?
A: Split testing (also known as A/B Testing) is the process of running two or more versions of a product against each other to see which one performs better.
In most cases, this means creating different versions of an advertisement and showing each one to a different group of people.
This can be done through social media, though it’s important to remember that you’ll need to make sure that your tests are controlled and fair.
(In other words, you should only show the same person in either one ad or another – never both at the same time).
Q: What is an end-to-end funnel?
A: An end-to-end funnel is a way of explaining the journey that people go through when they’re interested in buying your products or services.
It is also known as a customer journey or buyer’s journey.
This typically starts with awareness and ends with conversion (so people either become customers, sign up for your newsletter or whatever else you’re offering them).
Understanding the customer journey is very important because it allows you to create relevant content and place advertisements in appropriate places.
Q: What is a landing page?
A: Landing pages are pages on your website that feature one specific product or piece of content.
This means that all of the advertising and marketing that you do on these pages is focused on that one thing.
Q: What does a marketing funnel look like?
A: A marketing funnel can be represented as a pyramid with three different layers
– the top layer represents the number of people who see your advertisements (so this might be anywhere between 1 and 10 million people)
– the middle layer represents the number of people who look at your landing page (this might be anywhere from 100 to 10,000)
– the bottom layer represents those who actually buy something or opt-in for one of your offers – this might be as low as 0.1% of all visitors.
Conclusion
And there you have it! You are now a digital marketing expert.
Just kidding, of course, there’s more to learn and explore, but you should now have a good foundation on which to build.
We hope you enjoyed this comprehensive guide, and that it will help you in your future endeavours as a marketer.
Are there any other areas of digital marketing you’d like us to cover? Let us know in the comments below!