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Advantages and disadvantages of digital marketing

Guide

Digital marketing benefits businesses of all sizes by giving access to the mass market at an affordable price. Unlike TV or print advertising, it allows truly personalised marketing. Digital marketing also comes with a number of challenges you should be aware of.

Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales.

The benefits of digital marketing include:

Global reach - a website allows you to find new markets and trade globally for only a small investment.

Lower cost - a properly planned and well targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.

Trackable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.

Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.

Openness - by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.

Social currency - digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain social currency - being passed from user to user and becoming viral.

Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.

Together, all of these aspects of digital marketing have the potential to add up to more sales.

Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of include:

Skills and training - You will need to ensure that your staff have the right knowledge and expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly and it's vital that you keep up-to-date.

Time consuming - tasks such as optimising online advertising campaigns and creating marketing content can take up a lot of time. It's important to measure your results to ensure a return-on-investment.

High competition - while you can reach a global audience with digital marketing, you are also up against global competition. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.

Complaints and feedback - any negative feedback or criticism of your brand is can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation.

Security and privacy issues - there are a number of legal considerations around collecting and using customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.

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Ways to Increase Traffic to Your Website

1. Advertise

This one is so obvious, we’re going to look at it first. Paid search, social media advertising and display advertising (try our Smart Ads Creator!) are all excellent ways of attracting visitors, building your brand and getting your site in front of people. Adjust your paid strategies to suit your goals – do you just want more traffic, or are you looking to increase conversions, too? Each paid channel has its pros and cons, so think carefully about your objectives before you reach for your credit card.

If you’re hoping that more traffic to your site will also result in more sales, you’ll need to target high commercial intent keywords as part of your paid search strategies. Yes, competition for these search terms can be fierce (and expensive), but the payoffs can be worth it.

2. Get Social

It’s not enough to produce great content and hope that people find it – you have to be proactive. One of the best ways to increase traffic to your website is to use social media channels to promote your content. Twitter is ideal for short, snappy (and tempting) links, whereas Google+ promotion can help your site show up in personalized search results and seems especially effective in B2B niches. If you’re a B2C product company, you might find great traction with image-heavy social sites like Pinterest and Instagram. Here's more advice on making the most of social media marketing.

3. Mix It Up

There is no magic formula for content marketing success, despite what some would have you believe. For this reason, vary the length and format of your content to make it as appealing as possible to different kinds of readers. Intersperse shorter, news-based blog posts with long-form content as well as video, infographics and data-driven pieces for maximum impact.

4. Write Irresistible Headlines

Headlines are one of the most important parts of your content. Without a compelling headline, even the most comprehensive blog post will go unread. Master the art of headline writing. For example, the writers at BuzzFeed and Upworthy often write upward of twenty different headlines before finally settling on the one that will drive the most traffic, so think carefully about your headline before you hit “publish.”

5. Pay Attention to On-Page SEO

Think SEO is dead? Think again. Optimizing your content for search engines is still a valuable and worthwhile practice. Are you making the most of image alt text? Are you creating internal links to new content? What about meta descriptions? Optimizing for on-page SEO doesn’t have to take ages, and it could help boost your organic traffic.

6. Target Long-Tail Keywords

Got your high-intent keyword and popular keyword bases covered? Then it’s time to target long-tail keywords, too. Long-tail keywords account for a majority of web searches, meaning that if you’re not targeting them as part of your paid search or SEO efforts, you’re missing out.

. Start Guest Blogging

Before you say it – no, true guest blogging isn’t dead, despite what you may have heard. Securing a guest post on a reputable site can increase blog traffic to your website and help build your brand into the bargain. Be warned, though – standards for guest blogging have changed radically during the past eighteen months, and spammy tactics could result in stiff penalties. Proceed with caution.

8. Invite Others to Guest Blog on Your Site

Guest blogging is a two-way street. In addition to posting content to other blogs, invite people in your niche to blog on your own site. They’re likely to share and link to their guest article, which could bring new readers to your site. Just be sure that you only post high-quality, original content without spammy links, because Google is cracking way down on low-quality guest blogging.

9. Go After Referral Traffic

Rather than trying to persuade other sites to link back to you (a tedious and time-intensive process), create content that just begs to be linked to.

When Larry wrote about the kick in the proverbial teeth that eBay took from Google’s Panda update, we managed to secure a link from Ars Technica in the Editor’s Pick section alongside links to The New York Times and National Geographic. Not too shabby – and neither was the resulting spike in referral traffic. Learn what types of links send lots of referral traffic, and how to get them,

10. Post Content to LinkedIn

LinkedIn has become much more than a means of finding another job. The world’s largest professional social network is now a valuable publishing platform in its own right, which means you should be posting content to LinkedIn on a regular basis. Doing so can boost traffic to your site, as well as increase your profile within your industry – especially if you have a moderate to large following.

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