Not thousands or millions, the total number of users the Internet has today, is around 3.4 billion people. Approximately 40% of the entire worlds population.
With so many people watching what happens on social networks and looking for information straight from Google, it’s no wonder the digital environment is the best place for your business to be. And how to gain prominence over there? Through Digital Marketing.
Digital Marketing is the set of strategies aimed at promoting a brand on the internet. It differs from traditional marketing by involving the use of different online channels and methods that allow the analysis of results in real time.
Advantages of digital marketing
Digital marketing comes with several positive features compared to offline marketing formats. For example, by not having to deal with paper or broadcast printing, the process of producing digital marketing is much faster.
But it does not stop there: digital marketing also earns points by having a better and more accurate results tracking system than any offline medium.
Unlike Offline Marketing, where it is often impossible to pinpoint precisely which audience you are talking to, Digital Marketing enables a much more precise segmentation of your audience.
This is because it is much easier to monitor the activity of users on the Internet, their consumption habits, their personal preferences and tastes, their professional trajectory, etc. That way, you can target very precisely the people to whom you want to advertise a product, service or content to.
Also, there is a faster and more accurate measurement of results, so if something goes awry in your campaign, you can make corrections or improvements with it still in progress.
How to generate traffic to your website
So you have put your first project online and now need to bring visitors to it. How to do this?
To generate visits to your site, there are two options: organic traffic and paid traffic.
Organic is the one that does not require a payment to be made. For example, when people come to a site or blog because they did a Google search.
Paid traffic is the opposite: an amount needs to be invested so that ads and posts are boosted, reaching more people than the organic could.
Can we say that one type is better than the other? Not really. Both organic and paid traffic have their pros and so a lot of the brands that succeed on the web end up attracting visitors with both types.
Let´s talk a bit more about each one of them.
PPC and Google AdWords
What is PPC?
PPC stands for pay-per-click, a model of internet marketing operated by online platforms such as Google, Facebook, and Bing in which as the name suggests advertisers pay a fee each time one of their ads is clicked.
Using pay PPC Advertising is a very productive way for advertisers to get their adverts at the top of search engines mainly Google and with that be seen by potential customers who are searching for the commodities and services they provide.
Advertisers are investing in a qualified audience that has a relation to their business.
Instant visibility of the adverts. They stand out at the beginning and end of the Search Engine Results Page (SERP) and with a small “Advertisement” caption to indicate that it is a sponsored link.
It is an especially useful format for reaching people looking for specific products, services or solutions.
The big advantage here is that the advertiser only pays when the person clicks on the result link to access the website.
If well planned, these ads can have an excellent cost-benefit ratio.
Organic traffic and Search Engine Optimisation (SEO)
SEO has emerged with the new generation of search engines.
In the early days of the internet, the difficulty to appear among the first places of the search engine results was not very high, so almost all who decided to apply “techniques” that aimed at increasing this exposure were successful.
With the evolution of the algorithms that determined who would or would not appear in the first places of the search results, this type of goal became more complicated and with this, a new discipline within Digital Marketing emerged: SEO.
Search Engine Optimisation (SEO) are all strategies and tactics aimed at increasing the exposure of a website in the search engines (Google, Yahoo, Bing, etc.).
The main search engine (Google) has more than 200 factors that help determine whether or not a site should be in the top places of its results pages and, the job of an SEO professional is to adapt the sites to the maximum to these criteria.
Among them are factors like:
• User experience: Today, this is one of the factors that search engines consider to position or maintain a position since it is based on the experience of the visitors;
• The relevance of content: it is the relation that the content of a page has relative to a particular search, that is, much more of the direct correspondence between the searched word and the content of the page. There are hundreds of on-page factors related to its quality to position it.
All of these factors are of particular relevance to the utility, or lack thereof, of the content for users.
Every day, about 100 billion searches are carried out on Google and, being well positioned for a certain much sought after keyword can be the difference between a bustling website full of people browsing and an “invisible” one.
Summarizing, SEO is a set of actions designed to improve the position of a page or website in the search results of the search engines to increase the visibility of the brand, traffic on the page, the possibility of monitoring and most important of all: increase conversions!
Note that the better the position of a particular page for a specific term on the Search Engine Results Page, the more search engine visitors it will have, which in theory will increase the likelihood of getting more conversions.
Factors that affect the position of a page in search engines can be divided into two large blocks of factors:
Internal optimisation, on-page, refers mainly to the internal structure of the pages, including the development of overall quality and its benefits.
Relevant to on-page optimisation is the information structure of the website, the use of relevant titles/subtitles, the loading time, the perception of the quality of the content, the user’s point of view and, of course, the overall quality of the pages.
The external optimisation methods or Off-Page optimisation have to do with the quality and number of external links or backlinks received. Some of the possible off-page techniques are:
• Guest posts;
• External publications;
• Use of social networks;
• Creation of blogs;
• News and press releases.
As you can see, digital marketing is the best way to increase the visibility of your brand and generate new business these days. If you need help, do not hesitate to Contact Us.