The Handy Guide to Digital Marketing

Article published on e-zine.

We know that the evolution of technology is constant in our society and unfolding at warp speed. Most, if not all, technology companies have their foot firmly on the accelerator. It’s predicted that by 2020, multi-billions of dollars will have been put into the technology revolution.

Where does Digital Marketing fit in?

The answers to Digital Marketing include the following:

*Conversion Rate Optimization
*SEO (Search Engine Optimization)
*SMM (Social Media Marketing)
*Email Marketing
*Internet Reputation Management

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage (often submitting a web form, making a purchase, signing up for a trial, etc.). Conversion rates must be analyzed to ensure different segments cause a significant improvement for desktop and mobile devices alike.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results — often referred to as “natural,” “organic,” or “earned” results. It is the most cost-effective to increase your company’s ranking on Google. The higher the ranking, the more people will visit your website. As a result, you will get more leads and higher chances that visitors can be converted into customers.

SEO targets various kinds of search, including image search, local search, video search, academic search, news search and industry­-specific vertical search engines. SEO studies the habits of what people search for and typical terms or keywords to use in order to reach your industry-specific targeted audience.

Social Media Marketing (SMM)

Social Media Marketing is the process of gaining website traffic or attention through social media platforms. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks.

Social media can be used not only as public relations and direct marketing tools but also as communication channels (targeting specific audiences with social media influences) and as customer engagement tools. Facebook and LinkedIn are the leading social media platforms.

Email Marketing

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, and acquiring new customers.

Internet Reputation Management

Overall, internet reputation management is your business’s responsibility to make a good impression when someone searches for your small business online.

The following are methods used to manage your online reputation:

*Conduct a review of the existing reputation of your business.
*Compare other similar websites and their reputation.
*Possibly adopting the same methods as other successful companies to boost your business’s reputation.
*Implementing different strategies that are currently not in place such as social media accounts.
*Continues to maintain and review your company’s online reputation and adjust strategies as needed.


A blog is an online personal journal or diary about your company that is updated frequently. Bloggers have the opportunity of reaching hundreds or even thousands of people every day by means of sharing relevant information regarding products or services the website offers.

Always ask people to subscribe to your blog, be sure to include social share buttons, and leave the option for comments. This will allow your blog to reach a larger audience and possibly create leads. There are several blog platforms to utilize as well that you can link back to your website. The most popular ones are Tumblr, WordPress and Blogger.

Utilizing this digital marketing guide will allow you to apply the knowledge and greatly increase the success of your website.


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