Digital Media Marketing has become such an integral part of the marketing world that it is impossible to ignore. For the first time, marketers spent more on digital media marketing in 2013 (a total of $42.8 billion) than they did on broadcast television x. Here at JIG Media, we have created the ultimate beginner’s guide to social media marketing. We’re breaking down the top ten most common DMM terms and techniques while showing how to develop, distribute, promote, and popularize any brand or website:
Search Engine Optimization/SEO
75% of search engine users never search past the first page X. And on that first page, the first five results cultivate 75% of the clicks X. Placement of content on search engines matters, which is where SEO comes into play. SEO stands for Search Engine Optimization, and is the process in which organic web pages are organized by search engines.
Each search engine, such as Google, Bing and Yahoo, has a customized process that filters and organizes web pages called an algorithm. Algorithms look for specific factors in web pages that help match them to searches, including words and title matching, links, and referrals. The more a web page matches to these qualifications, the higher placement it will receive.
SEO helps websites develop their codes and content to fit each algorithm’s specific qualifications in order to receive higher placement. This process takes a deeper understanding of SEO and search engine algorithms. Most search engines are constantly updating and revamping their algorithms to make them more efficient. In order to keep up, websites must keep tabs on these changes.
Search Engine Marketing/SEM
SEM stands for Search Engine Marketing. The Opposite of SEO, which focuses on free, organic content, SEM are the paid search results most commonly found at the top and sides of the search results pages. These paid ads are chosen by specialized processes that each search engine implements. Simply paying for an ad does not guarantee a spot.
For example, Google has a very specific process in which they choose their ads. Their main focus is on relevance and popularity. So, ads that are more relevant are more likely to be chosen and placed higher on the page.
Search engines like Google want relevance. 70 to 80% of search engine users ignore paid ads X. So, ads that are highly relevant and receive higher click rates stay up much longer.
Pay Per Click Marketing
PPC Marketing is an extension of SEM Marketing. PPC, or Pay Per Click marketing is the process in which search engine’s ads are charged by the click instead of a flat rate. PPC is one of the most cost-effective online marketing tactics, and is primarily used by Google adwords.
Social Media Marketing/SMM
One fourth of the world’s population uses social media X, so it’s no surprise that marketers use it to their advantage. SMM stands for Social Media Marketing, which is the action of gaining website or product attention and traffic through social media platforms. Social media offers a variety of marketing options, from creating specific pages or profiles for companies and brands, to on-site ads to popular social media personality endorsements. 80% of brands currently market through social media X while 71% of social media users say they are more likely to purchase from a brand they follow online X.
Premium Domain Name Selection
The first thing an online user sees about a company or brand is their domain name. Domain names are the names that label the owned IP addresses. Domain names have an immense impact on the success of a website. It heavily affects whether a site will be visited, remembered, searched, and most importantly, found. One of the factors that go into SEO are keywords. Sites with keywords in the domain name have a better chance of getting picked up by search engine’s algorithms. These are referred to as EMD, or Exact Match Domain. But, domain names are not the main factor in SEO. In fact, EMD’s do not have the advantage they once carried with search engines. EMD’s rankings have dropped from 0.34 in 2010 to 0.18 in 2012 X. This explains why websites such as Amazon and YouTube attract so much traffic even without explanatory domain names. Their success has to do with the most important aspect of domain name selection, which is branding.
A domain name is a brand. It is what users first see upon finding or visiting a site. Sites with short, unique, easy to spell names attract more attention and are more memorable to visitors. The top 100,000 website names have an average of 9 characters X, while 75% of websites have a .com extension X. These factors lead to higher traffic, bigger audiences, and raise site popularity.
Written Original Content
Once a person is on a website, there has to be something there to keep them on the site. Original, unique content is what keeps visitors on a website longer and prompts them to visit regularly. It is extremely important to have original, or sited content on a website. Often, websites will publish duplicate content, which is content identical to content on another website. These are often stolen directly from other sites, which affect SEO results. When unsourced, identical contents are found several times throughout the web, search engine algorithms rank the copies lower once they decipher the original page. This makes the websites harder to find. Sites who steal content run the risk of being penalized by search engines.
Original content ranks higher in SEO results and often leads to higher traffic. Most notably, unique content ropes in returning visitors. When people visit sites with high-quality content that details the theme of a site, those visitors see the site as more trustworthy. For example, visitors on a real estate site will trust the site more if the site included in-depth evaluations or videos on the properties and ran a real estate blog connected to the site. This shows dedication and attention to detail, which creates the confidence every company wants from their customers.
Once a website or brand has content, it is then essential for them to create a distribution plan. Having great content does not guarantee that that content will be found. A well-developed plan that encompasses a thorough understanding of a content’s main theme and audience helps in choosing a distribution technique. These choices impact what platforms will be more successful in bringing in a larger audience to a website’s content. For example, if a clothing website features articles about women’s fashion, their content would be more popular on platforms like Pinterest, where the majority of users are women.Knowing the basics of SEO, SEM, popular social media platforms, such as Instagram and Facebook, and free content platforms, such as Youtube or Vimeo all contribute to successfully distributing content all over the web. This brings in audiences that otherwise would have had little chance in finding the specific website or brand.
Influencers are online personalities who cultivate a large audience through their own content on social media websites, whether it be through videos, photography, or written content. Online users are more likely to trust a company or product that is featured by an influencer than by an advertisement. 44% of women say they are more likely to purchase products featured on blogs they follow X, and over 60% of Youtube’s demographic are more likely to buy a product endorsed by a Youtuber X.
The importance of influencer partnership is to connect with an audience that otherwise would have never found a specific site or brand. Social influencer’s audiences can reach upwards to the millions. But, the amount of followers an influencer has is not the most important aspect. Influencers who are more engaged with their followers and show more passion about what they are featuring are more likely to bring in a larger audience for a website or brand.
By 2017, online videos will account for 69% of all consumer internet traffic X, and marketers are making serious note of this. Video marketing is the use of videos to promote a brand, service or product. It is one of the fastest growing marketing tactics, with about half of the major companies turning to videos X. This, of course, has major benefits, being that online videos come at a much lower cost than traditional television ads, and are now reaching bigger audiences. YouTube reaches more 18 to 49 year olds than any U.S cable television network X. On Facebook, videos have now become the strongest performer in the newsfeed X. Video marketing works for all types of brands. Social platforms like Instagram and Vine make it easy for businesses to upload short 6 to 15 second videos. On a survey done on marketing, agency, and management professionals, 73% agreed that videos have had a positive impact on their marketing results X.
There are over 3.6 billion email accounts online, with 91% of consumers checking their email on a daily basis X. Email marketing is the sending of advertisements to subscriber’s emails. These marketing campaigns can come in the form of newsletters, coupons, press releases, and advertisements. Email marketing is one of the more tricky styles of marketing. Many online sites and brands make the mistake of spamming their subscribers by sending unsolicited emails in bulk. Successful email marketing campaigns rely on smart, relevant, and trustworthy emails. Emails that are relevant to subscribers are more likely to be opened. Emails that are easy to read and straight to the point are more likely to be trusted. 64% of people surveyed said that they’re more likely to open an email from a company they trust X.