Digital marketing covers any type of marketing that uses digital communication to reach their target audience. This can come in many different forms, including social media posts, video, emails and more, in contrast to ‘traditional marketing’ that covers direct mail and print.

The top digital marketing techniques we cover at Tweak

We understand that in order to achieve the best results communication with our clients is a priority, and tailoring our skills to fit the objectives of each individual business is key for a successful digital marketing strategy.

1. Website design/build and Technical SEO

Ensuring that your website is both user-friendly and search engine friendly is vital if you want to rank highly. In order for your website to be successful the first step is to design and build your website in a way that can be easily understood by search engine bots. This requires a focus on technical aspects such as page loading time, visual stability, and responsive design.

2. Branding

Creating a strong digital brand distinguishes who you are and how your customers perceive you. Through creating a logo, deciding on your brand colours, your vision and more, you can distinguish your business against competitors and begin to build a relationship with your target audience.

3. Search engine optimisation (Content SEO)

SEO covers the technical requirements of a website as well as the copy and structure of the pages. It is important to ensure that websites are attractive to search engines and users in order to be visible, generate traffic, and create user-engagement. The type of content you add to your website should be carefully thought out and based around keyword research. By targeting the right keywords that are specific to your business you will be able to generate quality traffic to your website organically.

4. PPC (Pay-per-click)

PPC is pretty much what it says on the tin, for every time an ad gets clicked a payment is made. Google chooses which ad to display on their search engine results page based on a few factors, such as keyword relevance, landing page quality and bid amount. Social media advertising is another way to gain visibility through paid ads, many popular platforms such as LinkedIn, Twitter, Facebook, Tik Tok and Instagram all offer a variety of advertising features.

5. Video

Video production is memorable, shareable, has storytelling and staying power, resulting in users engaging and interacting with more of your webpages. An animation or video will give your brand a real personality that goes beyond words, with 68% of marketers saying video has a better return on investment than Google Ads.

6. Email Marketing (Email Content and Marketing)

Using email to advertise products, services, or promotions directly to a list of prospects that have chosen to be a part of a mailing list.

7. Social Media Management (Creation, Posting, Community Management)

Social media is a great way to engage with your audience, gather insightful market research and increase brand awareness through consistent posting.

8. Creating ‘sticky’ content

Publishing content that grabs the attention of your customers and draws them in, increasing their session duration on your website. This versatile content can be shared across multiple platforms to help inform and motivate your audience.

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How to measure Return on Investment

Measuring ROI in digital marketing can be challenging as many analytics in a campaign do not hold any monetary value but still demonstrate the success of marketing efforts, such as monthly users and clicks. In addition, every business is different so there is no one size fits all when it comes to calculating your return on investment. A useful technique is to reflect on your KPIs and analyse how they have contributed to your overall ROI.

Examples of KPI metrics:

  • Website traffic
  • Newsletter subscribers
  • Average session duration
  • Pages per session
  • Average position

Examples of ROI metrics:

  • Website sessions to transactions
  • Sales revenue
  • Cost per lead
  • Average order price

Digital Marketing top FAQs

Of course! The global audience and numerous possibilities that the internet gives us, enables small businesses to connect and build relationships with potential customers all over the world.
We don’t believe that one is better or more effective than the other as it comes down to what works best for your business. By using our marketing tools we will be able to advise you as to what would be better, or maybe even the use of both.
Yes! Search Engines want websites that are user friendly. A poor design with too many pop-ups, illegible text, or slow page speed will turn users away. Low traffic and a decreased time on site will in turn show search engines that your website isn’t relevant. However, a good web design features will encourage users to stay on your website, and therefore boost SEO.
A new website can take on average 3-6 months to rank on Google. You may see improvements right away, but its best to keep in mind that most SEO efforts take time since Google has a lot of websites to visit and rank.
With many social media platforms and ways for users to express opinions on products and services, consumers are exposed to many post-purchase experiences that can have an impact on their decision making even at the start of the marketing funnel. With brands investing time and money into digital marketing they can take control of how they are perceived and address any issues that may cause potential customers to stray.
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