After a decade of using and teaching digital marketing I concluded that there are 4 major digital marketing tools that all digital marketers should utilize. Those tools help me and my customers to generate sales and leads and none of the tools below should be left outside of your marketing plan.
I consider social media as one of the best tools for advertising with an amazing return on investment, so far. The major social media such as Facebook, Instagram, LinkedIn, Google My Business, Twitter and YouTube should be used as often as possible. Besides posting, it is also important to create effective and efficient ads to reach as many potential customers as possible. Never forget that the ultimate goal, even for social media, is to generate sales and leads for your business. Therefore, impressions, likes, clicks and engagement are only the means to your goal and not the purpose of using social media. Additional benefits of social media is brand awareness and brand recall, concepts that will bring you future sales.
Google Ads is the online advertising platform of Google. The platform allows you to create online ads and reach an audiences that is interested in the products and services. There are three ways to promote your business through the Google Ads platform.
Advertising in Google Search
Advertisements in Google Ad Search works as follows:
When a potential client is searching Google by using the same keywords that you used to promote your business then your advertisement will appear in the first page of Google. No matter how many times your ad showed up you pay absolutely nothing. You only pay when the potential customer is interested, click on your ad and visit your website. That means that you only pay for people who are actually interested for your products and services and not for those who are just browsing the web.
Advertising in Google Display Network
Google have a massive network of websites that accept Google Ads in their content. This network is called Google Display Network and in those websites you can promote your business with advertising banners created within the Google Ads platform. The major benefit of this type of advertising is that you can easily place your banner in various websites for free and you get charge only when a potential customer clicks on your banner to visit your site.
Advertising in YouTube
The third way to advertise through the Google Ads platform is YouTube Ads. As you have already notice YouTube video ads have drastically increase and the reason behind it is the way the system works. When advertising in YouTube you only pay for “True Views” which means you pay only when users see your ad and you pay nothing when people skip the ad. So again you pay only when people are interested in your products and not when people are not interested and are skipping the ad.
Search Engine Optimization is also one of the best tools of promotion for digital marketers. The purpose of S.E.O. is to get a specific webpage in the first page of Google when potential customers are searching with specific keywords. For example if you are selling furniture in Cyprus you should search engine optimize your webpage so that when a potential customer is searching with the keyword “furniture Cyprus” that specific webpage will appear in the first page of Google results. A basic difference between S.E.O. and Google Ads is that it is too difficult to optimize many keywords whereas in Google Ads you can get your ad shown with as many keywords as you want.
Some people are saying that email marketing is dead. They are wrong. Email marketing is thriving because after the GDPR law only very few companies know how to collect leads with the consent of the potential customers. So now there is less competition for those who are using email marketing as a way to promote their services. The key here to building your email list is to give away valuable things as way to get people to register to your email list with their consent.
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