An introduction to digital marketing

The use of digital marketing for business purposes has grown year on year and now outstrips the annal spend of TV advertising. It is proving highly lucrative for businesses across all industries, including the pharmaceutical, medical and healthcare sectors.

A company can gain more brand exposure and consequently more sales by utilising measurable digital marketing channels – but what does that mean in plain English?

We’ve put together a run-down of the main types of digital marketing activities that businesses can explore:

Social Media Marketing

Essentially, this is used to attract fractured customers you may not reach through conventional channels such as direct mail. When utilised properly, websites such as Facebook, Twitter and LinkedIn can become social hubs for your business. Your ‘followers’ and ‘fans’ can communicate directly with you – but more importantly you can respond.

Facebook has over 500 million users: even if your target market is only a tiny fraction of that, it’s still a huge opportunity to reach people who might not otherwise hear about your company.

It’s very easy to link to your company’s social media pages from your website, and this is a great way for your company to build a list of people who might otherwise browse your website and then leave, never to return.

Search Engine Optimisation (SEO)

Search Engine Optimisation, or SEO, means gearing up your website so it ranks highly for certain keywords when users type those keywords into the search engines. When done well, SEO can vastly increase the amount of traffic to your site.

By researching the search-terms used by your target audience, an effective SEO strategy can be drawn up to make sure these words appear prominently on your website. This is something that should be done with the help of a professional, who knows how to use keywords effectively in your site’s metadata and copy.

Link Building

Link building is an important part of the SEO process which comes after the initial on-site keyword optimisation has been carried out. ‘Backlinks’ are links to your site placed on other relevant websites across the web. Done well, this can increase traffic to your website and raise its position in the Search Engine Results Pages (SERPs).

A well thought through, strategic approach tailored your business will help you build your profile online and allow you to track and monitor the success of any campaign. In conjunction with relevant regularly updated content, carefully designed website navigation and  conversion points your website will become an integral part of your marketing strategy allowing you to take full advantage  of the online arena.

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