Table of Contents
Digital marketing refers to promoting products and services using digital technologies and media. It allows businesses to connect with customers online and drive sales. This beginner’s guide covers the key concepts of how digital marketing works. Digital marketing refers to promoting products, services, and brands through digital channels such as search, social media, email, and websites. With over 4.66 billion global internet users in 2022, digital marketing is essential for reaching modern customers.
The Digital Marketing Funnel
The goal of digital marketing is to move potential customers through a “funnel” that ultimately leads to a sale or conversion.
Digital ads and social media attract website visitors (top of funnel)
Landing pages and content engage visitors (middle of funnel)
Calls-to-action spur purchases or lead generation (bottom of funnel)
Wider reach at the top gets more visitors into the funnel. Compelling content moves them through it.
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The Main Principles
Digital marketing aims to guide customers through a “funnel” that moves them from awareness to interest, consideration, and finally purchase. Key principles include:
Attracting attention – Use ads and content to bring in target audience members.
Building interest – Quality content engages visitors and moves them further into the funnel.
Encouraging action – Calls-to-action, offers, and value propositions prompt visitors to buy.
The wider the top of the funnel, the more potential customers enter. Strong messaging then converts visitors into actual buyers.
Lead generation is the process of collecting contacts of prospective customers interested in your product or service. This starts awareness and enters them into the sales funnel.
90% of customers say relevant content is useful for research before purchasing.
Businesses that prioritize lead generation grow 30% faster on average.
Driving Traffic and Leads
There are two main objectives in digital marketing:
Driving website traffic
More traffic and leads mean more chances to convert visitors. Common tactics include:
SEO to rank high in search engines
Paid ads through Google, Facebook, Instagram
Social media marketing on popular platforms
Content creation on blogs, YouTube, podcasts
Global digital ad spending hit $515 billion in 2021 and grows by double digits each year.
Converting Leads into Customers
Once on your site, compelling content and clear calls to action are key to converting visitors. Useful landing pages and lead magnets also help capture contact information for future marketing.
33% of companies say optimizing web content for conversions is their top priority
Good copywriting can increase conversion rates by up to 200%
Key Digital Marketing Channels
Here are major tactics used to attract and engage customers online:
Social Media – Over 4.55 billion people now use social media worldwide. Platforms like Facebook and Instagram are ideal for raising brand awareness through content.
Email – Email marketing drives 40X more revenue than social media. Collect emails through lead magnets and send campaigns to nurture contacts.
SEO – Organic search drives 51% of website traffic on average. Optimize pages and content to rank highly in search engines like Google.
Websites – The core customer experience happens on your owned website properties. Use quality content, calls-to-action, and design to convert visitors.
Content Marketing – From blogs to videos, content informs and engages potential buyers. Over 70% of B2B marketers use content in their marketing approach.
Affiliate Marketing – Promote relevant products and earn commissions when site visitors purchase through your links.
PPC Ads – Pay-per-click ads put your brand in front of people actively searching for related keywords.
Leveraging multiple channels gives the best results, allowing brands to reach audiences across platforms. Understanding the digital marketing funnel is key to creating coordinated campaigns driving traffic, leads, and conversions.
Interesting facts and statistics about digital marketing
93% of online experiences begin with a search engine.
70% of consumers trust online reviews.
53% of people say they are more likely to purchase a product from a company with a strong social media presence.
Email marketing is still one of the most effective digital marketing channels, with an ROI of 4400%.
Content marketing generates 3x more leads than paid search.
Affiliate marketing is a $12 billion industry and is expected to grow to $17.5 billion by 2025.
Pay-per-click (PPC) advertising is a $146.8 billion industry and is expected to grow to $177.8 billion by 2025.
How digital marketing can help your business grow
Reach a wider audience: Digital marketing allows you to reach a wider audience than traditional marketing methods. You can target your ads to specific demographics, interests, and locations. This means that you can reach the people who are most likely to be interested in your products or services.
Increase brand awareness: Digital marketing can help you increase brand awareness and build relationships with potential customers. By creating high-quality content and engaging with your audience on social media, you can position your brand as a leader in your industry.
Generate leads and sales: Digital marketing can help you generate leads and sales by driving traffic to your website and landing pages. Once visitors arrive on your website, you can use a variety of conversion optimization techniques to encourage them to take the next step, such as signing up for your email list or making a purchase.
Improve customer service: Digital marketing can help you improve customer service by providing a way for customers to contact you easily and get the information they need. You can use social media, email marketing, and live chat to provide customer support 24/7.
Measure your results: Digital marketing is easy to measure, so you can see what’s working and what’s not. This allows you to optimize your campaigns and improve your results over time. By investing in digital marketing, you can reach more customers, increase sales, and build a stronger brand.