What is digital marketing? 

What is digital marketing? This can be a bit of a question to some people but that’s alright! We will tell you what it all entails and how it is defined. Perhaps the easiest way to approach this is to break down digital marketing into two parts. Both the digital part and the marketing part.

We can put websites, social media channels, and other functions to the digital part. This incluedes all the things that are still in the digital world. If we want to make this as simple as possible we can think everything on Internet are part of digital part. 

Under the marketing part, in turn, we can put the functions that really belong to marketing. So not just advertising but all doing business that is visible to the outside world. So let’s start with these things to unpack the digital marketing palette. 

If a company has a website then that’s our first step into digital world. From websites you can determine what kind of message you want to tell for potential customers and who are these customers. As well as it tells and how you sell your products services. We will tell you more about what is digital marketing in this blog so keep on reading!

Digital marketing - get your website up and running

The website works a bit like a digital business card for a company. People who visit your site needs to be told why they should come back or what added value they get from you. When you think of digital marketing, your company’s website plays a very central role in it. So the site is worth putting it in good shape. 

Good websites are fast, they load quickly and they must also be clear. When the visitors and search engines can easily find what they are looking for. In terms of appearance, they should be in line with your company’s own image and culture, if your company’s culture is relaxed, then the website should follow the same pattern. Similarly, if your company has profiled itself as a relevant expert organization, for example, it is a good idea for websites to support the same relevant theme.

Digital Marketing - Free Visibility

When we talk about free visibility in digital marketing, we usually mean appearances in organic search results of search engines. Search engines want to give their users the best possible search results. They go through the sites carefully to be able to match users ’searches. The better the search engine understands the information on your site, the better it will be able to use it. So you should drive towards very clear site so your potential customers will find it easily. 

With free visibility, there is often talk of search engine optimization, which is one important part of digital marketing. How well your site serves potential visitors and how good the content is is essential to search engines. Search engine optimization is often used for this purpose, the aim is to increase the value of your site in the eyes of search engines and thus improve your ranking in organic searches.

Digital Marketing - Search Engine 

We talked about free visibility and how search engines define rankings in organic searches. However, building free visibility is a big and expensive and time consuming project. That is why it canbe a good idea for you to invest in search engine advertising. Search engine advertising can be launched quickly and therefore can be a good solution for your company as part of digital marketing solutions.

Search engine advertising can help raise your ads to good positions on search engines alongside organic results. However, the quality of the site also matters in search engine advertising. Search engines don’t want to elevate “bad” sites alongside good search results, at least not cheaply. So good sites also help with search engine advertising, because when a search engine likes a site, its ads get cheaper visibility. So this is a good thing to keep in mind when you are optimizing your site. 

Digital Marketing - Social Media

Today, social media plays a major role in the digital marketing palette of companies. The strength of social media lies in the large number of users. In general, we can already say that companies should be present on social media at least at some level. Today, in many cases, it is the first channel where a customer encounters a company. There is also more information about companies of interest.

There are numerous social media channels, and not all of them need to be present, but it is good to think about what are the most important channels where you need to be present. Of course, this decision is greatly influenced by the channel in which your company’s target groups mainly enjoy themselves.

Digital marketing on social media, like search engines, covers both organic and paid activities. Let’s leave the paid advertising in the next paragraph and focus here first on a bit of organic visibility.

In recent years, both changes in the algorithm of social media and increased competition have hampered organic visibility. If social media wants to succeed organically, it is necessary to invest in it, the content of the tasks must be such that they will spread more widely than just among one’s own employees. We can’t tell you guaranteed formula for what kind of content will spread on social media, but most often they provide some added value to the users. This valua can be for example knowledge, skill or even entertainment. Based on this, you should really think about what kind of content is being produced.

Digital Marketing - Social Media 

Paid advertising on social media supports digital marketing as a whole because there are so many users. Social media users are effectively reached with paid advertising. Especially knowledgeable advertisers will find just the right target groups in social media. In addition to being reachable, people are at home than at home, so it’s often easier to reach them through advertising there.

There are many different possibilities in some advertising. Different some channels have slightly different ad formats, but the biggest difference between some channels is definitely User Groups. So you should think carefully about which channel you should advertise at. Of course, it is often effective to advertise on more than one channel, and then the goals set for the different channels will play an important role. Some advertising, just like digital marketing as a whole, needs a good strategy to work. Next, we attack the digital marketing strategy.

Fundamentals of Digital Marketing Strategy

Good, marketing always needs a strategy to work. Thus, all the areas presented above fall under digital marketing and it is good to be clear about their roles when it comes to advertising. It is not obligatory to invest in all of the above areas, but I think that would be highly desirable. You can read more about choosing the right channel for your business in our second article.

The website is intended to attract visitors who are interested in the products and services you offer. Once these visitors get to the pages, the website needs to direct them towards the next step. So people are encouraged to perform one of the pre-defined actions on the site, for example, to get in touch. In fact, all the steps lead visitors to the next step. An important part of a digital marketing strategy is to always think about what is the next step. How can we get the visitor to take the next step.

On the website, the visitor can be directed to a contact form. For example, before the visitor is directed to the website, for example through Google organic search or Google Ads. The reason why a visitor ends up clicking on that particular link on Google is often because they have seen advertising for that brand. Also all the content on social media and from the company site helps the customer feels like they already know your company.

Kubla is always happy to help

Here was digital marketing in a nutshell, a few things were discussed and much remained to be said in more in-depth articles. I hope you got tips for your digital marketing, but if some things are still a bit unclear you can read our other articles elsewhere on our blog. You can also get in touch with us at Kubla and we can think about your digital marketing strategy together 😉

Contact us