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Andrew Christie18-May-2022 15:19:403 min read

Digital Marketing Overview

Digital Marketing gives you the power to connect with potential customers in your target market, promote your product or service and ultimately result in increased revenue for your business. In this blog we aim to give a brief overview of digital marketing and how it can work for your business. Digital marketing broadly comprises of 6 key areas:


Short for search engine optimisation sometimes known as search engine marketing refers to the practice of optimising your website using keywords specific to your target market. This can be done both “on page” utilising blogs for example and “off page” using links from other websites to drive traffic to your site. Done properly your website will rank on the 1st page of google for your chosen keywords and drive traffic to your site which can then be converted into customers. This is a medium to long term strategy but has a lower outlay in comparison to paid traffic.


Short for pay per click sometimes known as paid search marketing refers to paid advertisement either at the top of search engine results or on other websites relevant to your target market. The adverts can be text based, images, videos or animations and like SEO are designed to drive relevant traffic to your site. While PPC has a higher initial outlay (typically £1-2 per click) the results are instant and measurable in real time so changes can be made quickly to maximise your ROI. PPC is also more targeted than any other type of marketing, sex, gender and location or only a few possibilities when refining your target audience so as not to waste revenue on those who would not be interested in your product or service.

Social Media

Social media is still a relatively new tool in the digital marketing toolbox but like all new fads everyone wants to be on it but WAIT!! Social media is a great way to drive traffic to your website but done properly it takes time and effort so you don’t want to waste that effort on traffic which is not relevant to your business i.e if your target demographic is ages 65+ you probably don’t want to be wasting too much time on snapchat. Most social channels have also introduced a paid service similar to PPC which increases the visibility of your post or advert.


So we’ve covered 3 key methods of driving traffic to your site, SEO, PPC and Social media but what happens when the traffic gets there? First of all, with more than 80% of consumers carrying out research online prior to purchase you better have one! Once we have relevant visitors on your site it’s time to convert them into paying customers which is where we come in!


One of the unique advantages of digital marketing is the ability to measure your campaigns success in real time and adapt it to maximise your ROI. There are more than 100 metrics we can measure but let us worry about them while your worry about the only metric that really matters, revenue.


Email is a critical part of your digital marketing strategy and a great opportunity to promote your message to potential clients. Conversions on your site will split into 3 categories 25% ready to buy now, 25% will never buy and 50% who will buy at a later date which is where an intelligent email campaign pays dividends.


Simply put there is no other form of marketing as targeted and measurable as digital which means you can easily track the results produced by your digital campaigns and measure your return on investment.

To find out how digital marketing can benefit your business get in touch today and book your free consultation