When it comes to digital marketing versus traditional print marketing campaigns, perhaps the main benefit of the former over the latter is links. These backlinks can help boost your search rankings, especially if they are from relevant, trusted and authoritative websites.
Links alone may be enough to convince you to think about prioritising your digital marketing strategy over print, but there are also a number of other benefits to digital marketing. These include all the advantages that come with any marketing strategy, such as increased brand awareness, consumer trust, and an effective way to showcase new products and services.
The key thing to remember with digital marketing is that the success of your campaigns can be measured much more easily than with traditional marketing, and the impact can be ongoing. With print campaigns, few people hang onto magazines or newspapers indefinitely, but SERPs (Search Engine Results Pages) are forever.
The Importance of Backlinks
When it comes to SEO, backlinks can make a huge difference. If you’re unfamiliar with the term, backlinks are essentially third party links to your website, and if they are found on high ranking sites, they’re considered a vote of confidence by search engines such as Google. These search engines assume that if someone is linking back to your page and citing the content, it’s probably something worth reading.
Obviously these backlinks can direct traffic to your site, but the main reason digital marketers love backlinks so much is because they directly correlate with search engine rankings. Your pages should appear higher in the SERPs the more high quality, relevant backlinks you have pointing to them.
If this sounds pretty simple, unfortunately getting top tier websites to link to your site is far from easy. You’d need pretty outstanding content for them to be interested, and for them to link to your page via hyperlink, the content has to be cutting edge or unique in some way.
Getting link equity is even harder using traditional marketing methods, as linking to your onsite content will be less straightforward. Even if you include a website address in your print release, not a lot of people will go out of their way to type it into their browser.
MEASURING SOCIAL ENGAGEMENT
With any type of marketing, while the ultimate goal tends to be sales and conversions, you’re also aiming for increased brand awareness. Unless you’re the biggest name in your industry, you’ll be competing for organic traffic with sites who have higher brand awareness. In order to contend with these sites, you’ll need to regularly find ways to get your name out there.
One of the great things about digital marketing is that you can measure the success of your brand awareness campaigns. Whether you’re using Google Analytics to meticulously track the data, or simply checking where your site appears in search results, you can see how successful your campaigns are easily with online marketing.
Social media is also becoming increasingly useful when it comes to brand awareness, and the engagement can be just as easily measured. If you’re creating content that stands out generally, other sites will want to link to it, and you should rank higher in search results. If you’re creating content that appeals to the audiences on social media platforms, your target demographic should be sharing it.
As there are such a range of social media platforms, you’ll probably need to carefully consider which ones you should focus on. This will depend on your audience, as well as the product or service you’re selling. You should also put thought into the design of your digital campaigns, such as the video or imagery you use. These things will not only need to be on brand, they should also cater to the platform you’re using.
And don’t forget to see which platforms you perform better on once you’ve launched your campaign. This can not only be helpful when it comes to informing your ongoing digital marketing strategy, it can also give you a better idea of where your target audience is more likely to engage with your content.
No matter how many high quality backlinks you have, not everyone is going to follow the link to your site. And even if they do, the likelihood of every visitor on your site deciding to invest in your products or services then and there is pretty much zero.
But the value of click-through traffic isn’t just about gaining immediate customers. If you’ve created relevant and engaging content, your traffic should also be relevant – they should be the right demographic, and interested in what you have to offer.
These visitors may not convert straight away, but once they have found your site, you can start to remarket to them. This could be via social or display networks – the idea is to drive further engagement and hopefully convert these visitors later down the line.
the benefits of marketing
Of course whether you’re using digital marketing or traditional marketing, there are some advantages that are universal. Building your brand may be a relatively slow process, but you can’t underestimate the importance of brand awareness. Even if people aren’t converting right away, if they’re aware of your brand, they may invest at a later stage.
The main thing to remember with any marketing campaign is to take a holistic approach – cover all your bases so that you can achieve better results across the board.
If you’re looking to improve your digital marketing strategy, The Pineapple Agency can help! Simply get in touch so that we can discuss the ways in which we can help your business thrive.