Media Blog

Digital Marketing – What Does It All Mean? Part 3

Types of Digital Marketing

In our previous blogs, we talked about preparing yourself for Digital Marketing, understanding your digital assets and your market. We also reviewed the different types of digital marketing available. There are some other things you can take into consideration to add to your digital arsenal.

Email Marketing

Email marketing remains one of the top methods for reaching your audience with the exact message you want them to hear. Successful emails keep prospects engaged, converting them into clients, and building their loyalty. 

Email marketing is highly cost-effective, bringing in higher sales with measurable results. Good promotions can bring in additional foot traffic, save time, and give you full control over the content and who is receiving your email. 

Remember that there are a number of rules for you need to follow to assure your emails aren’t marked as spam. The CAN-SPAM Act of 2003 provides guidelines you must follow. Make sure your website has a sign up link for newsletters and promotions, and have an opt-in email to assure your readers won’t mark you as spam.  Common sense will help you communicate with the people that are most interested in your business. After all – they signed up to receive your emails.

Pay Per Click (PPC)

Digital Marketing has changed so much from the early years. Early on, you could easily reach people on social media platforms like Facebook and Twitter. Put up a few posts – which were free – and people would find you. Websites were easier to find online. But with the boom of the internet and the popularity of these platforms comes a need for them to build their own revenue.  That means taking what was once free and now charging a fee. It isn’t as easy to be seen in the transition from Traditional Marketing to Digital Marketing. Marketing strategies are more complex and it’s a challenge to stand out from the competition and to increase your own revenue. You need to budget for some ad spending online. Where you actually spend your budget takes some consideration.

PPC or Pay-per-click refers to your online spend for things like Google, Facebook, Twitter, Instagram, and LinkedIn ads. These are those sponsored ads that you see at the top of your search field or newsfeed. What format you use and where you spend depends on your target market. Each platform offers different styles of ads and different placements for different prices.

Google Adwords works together with your SEO to increase brand awareness and connecting you with your precise audience. You have good control over your ads and spending for campaigns. Importantly, utilizing this PPC helps you to outrank your competition in the most widely used search engine.

An advantage of PPC ads is that they are flexible, highly visible, and can be very effective for many different types of organizations. Additionally, these ads can be tailored to appear only when specific search terms are entered, or for audiences with certain likes and interests. These targeted ads reach a very specific audience – your audience.

PamTen’s PPC Service Process
Keyword Research Competitor Analysis Bid Optimization Ad Copy and Optimization Campaign Management Reporting and Analysis
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Online Reputation Marketing (ORM)

There are many wonderful things about the internet and its instant access to resources, news, and businesses. But it does have a downside in that anyone can anonymously make a rude, untrue, or exaggerated comment about you or your business and have that statement start to damage your reputation. Maintaining a good reputation, offline or online, is essential for business growth. Negative reviews or comments can affect the SEO ranking, and even get you banned or sanctioned on some social media platforms. To overcome these trolls, trouble makers, or genuine missteps on your part, you need to be diligent in monitoring your online reputation. Doing so will:

  • Build Trust: People will tend to be more trusting of a company or person with a good online reputation.
  • Improve Profitability: With a good online reputation and strong, good reviews found in search engines and social media, the percentage of conversion from browser to purchaser increases.

What can you do to improve your online reputation if it’s been damaged? It can be a complicated process.

  • Check On and Improve Online Reviews: There are many places online where consumers or anyone can post a review of your company or product: Google, Yelp, Facebook, Glassdoor, to name a few. It is sometimes hard to determine where the review is coming from. Is it genuine users who had good or bad experiences? Or are they competitors trying to negate your positive reviews? It’s important to monitor those sites and respond (not argue) as appropriate to both positive and negative reviews.
  • Promote Positive links: A positive online reputation will help the business to build a strong relationship with the customer and shows a responsive nature that will improve the brand image.
  • Reputation Monitoring: You need to pay close attention to comments, reviews, and interactions throughout your digital footprint. Proper response and positive engagement are the best ways to counteract problems.
  • Respond Positively: Mistakes happen. If someone comments or posts a negative review that has an actual problem that happened, respond by apologizing and correcting the problem. Prompt positive responses will help build and maintain trust. Don’t necessarily respond to trolls. If you have become a target in some way, you might want to look for outside help to handle the situation.

There are additional methods to help monitor and maintain your online reputation, especially if you have a problem. PamTen has expertise in this area and can help improve your standing. We can support you with the above items, as well as some advanced techniques.

  • Online Brand Audit: Before managing any online reputation, a proper analysis needs to be done to understand the present scenario, the damage, and how search engines are reading your reputation.
  • Social Network Analysis: For any business, Social media reputation is very important and needs to be a focus as this medium helps you interact with clients directly.  
  • Reputation Monitoring: There are unique tools we can use to provide a constant monitor of your reputation and online interactions.
  • Lessen the Impact of Negative Links: Once negative impacts are identified, we work with you to explain the facts or negate the comments with key positive statements. We utilize various methods in the conversation to remove the negativity and bring out the positive.
  • Continuing Reputation Protection: We work with you to protect your brand and business in an ongoing basis, to assure your positive traits are portrayed online.

We’re here to help rebuild your ORM.
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Affiliate Marketing

Affiliate marketing is the method to promote your merchandise or offerings by setting hyperlinks on other websites where your target market will likely visit. Affiliate marketing allows you to showcase your products to a new audience and increase your business’ visibility.

Some of the benefits include:

  • A cost-effective way of marketing.
  • Helps boost your reputation to your target market.
  • Allows you to rapidly scale up your reach and sales.

As a performance-based advertising option, you can actually make some money if you allow affiliate marketing on your website by promoting other products or services.

This is a unique way to either make some extra money, or put your website out to a broader audience.

Interested? Contact us to find out more.
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As you can see, Digital Marketing covers a broad spectrum of opportunity to bring you the recognition and sales you are looking for. It can be a time-consuming endeavor.  It’s an ever-changing landscape, but one that is lush with opportunity.

We at PamTen are always here to help you plant the seed of growth in your online world.