Digital marketing channels and tools to enhance your web presence

Post By

Ayesha Zerin Tasnim

Category

Digital Marketing

Date

09 May 2021

How did you come to know that your local clothing store is selling a new dress, or Nike has launched a new campaign? The digital platforms do wonders when it comes to relaying information from one to another end of the world. Just about the sparkling dress that caught your attention, or the sleek mobile phone that is calling your name, is all the effort of digital marketing.

“78% of Internet users conduct product research online”
(Source: Hubspot)

With the internet, mobile phones and modern technologies entering our lives, we have become completely reliant on them to purchase products and carry out our day to day business. Essentially, buyers conduct a thorough research online of the product and services they are looking to purchase, before visiting stores physically. This gives every reason to invest in digital marketing and attract customers to make a sale.

The scenario of Digital Marketing in Bangladesh

“Digital marketing has exploded over the past years, with 88% of companies using social media as a primary advertising tactic.”
(Source: Hype Dhaka)

As the number of internet subscribers increase each day in the country, their interaction with brands online continues to rise. With that said, digital marketing agencies in Bangladesh have had a remarkable contribution to the success of businesses intelligently taking themselves online. However, to drive this success, it requires perseverance and the utilization of appropriate channels and tools.

Digital Marketing Channels

1. Social Media

Social Media platforms

“Almost 90% of marketers say their social marketing efforts have increased exposure for their business, and 75% say they’ve increased traffic.” (Source: Review 42)

The number of social media platforms and accounts have been persistently rising over the years. From its inception in 1997 with Six Degrees, it has only witnessed popularity. Social channels like Facebook, Instagram, YouTube, etc. have become a very important medium of communication with customers, efficiently connecting with them and developing relationships.

Benefits of social media

Social media has become an inevitable part of our lives; which makes it relevant for companies to create a digital presence for themselves to gain a competitive edge and generate as many leads as possible. Social engagement with customers has a number of benefits which gives every reason for businesses to flourish. Some of them have been listed below:

a. Effectively conveys message to customers about the company

b. Helps to learn about competitors and combat competition

c. Creates brand awareness and identity

d. Builds relationships with target audience

e. Reduces cost and increase return on investment

Social media strategy

For social media marketing, you can either use organic means or paid means. Both of these strategies have their advantages and it is important that they are chosen very carefully to cater individual benefits.

a. Organic Social Media

Organic social media involves any activity without paid promotion. It offers the branding using free tools provided by social networks. For example, the creation and sharing of relevant posts, photos, blog posts, video content, articles, links, etc on social accounts to build a community of loyal customers.

Going for organic social media strategy opens enterprises to a number of advantages. Before anything else, it fosters authenticity through creative and original content creation. Additionally, it also provides an affordable and an effective way to reach a mass audience, supports SEO, boosts validity, maximizes content marketing effectiveness and aids in many other activities.

b. Paid Social Media

The paid strategy is when companies pay money to advertise on social networks, for example pay-per-click (PPC) advertising, where they pay for each click of an user on their ads. It involves sponsored messages, posts to be shared to new audiences, to establish a higher reach.

Paid social media strategy offers a number of benefits, which has some long-term implications on businesses. Above anything else, it helps to create brand awareness and visibility by driving in high-quality traffic. Moreover, it helps to reach a higher target audience, influences conversion rates, builds credibility and brand image.

2. Search Engine Optimization (SEO)

Search Engine Optimization (SEO)

“68% of online experiences begin with a search engine.”
(Source: BrightEdge)

A prominent driving factor for customer attention is Google ranking, as more than half people begin their online journey with search engines. Digital marketing agencies in Bangladesh put substantial emphasis on this to elevate the chances of their clients to get noticed to their target audience. They find it profoundly impactful when it comes to grabbing the attention of customers.

“61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.” (Source: Impact Plus)

SEO is an essential part for every business for exposure through non-paid search engine results, that enhances the possibility of generating a high number of leads. As a digital marketing channel, SEO is one of the most effective ways to carry out inbound marketing activities and convert prospects into customers.

However, businesses can choose to take refuge on paid marketing efforts. For SEO, this can be done through search engine marketing.

Search Engine marketing

Search engine marketing (SEM) refers to paid marketing efforts which includes things like Google AdWords, social media ads, native ads, pay-per-click, display ads, Google shopping ads, and many more. Here, keywords are targeted so that when users search for those terms, they see ads from that brand. One of the major advantages of SEM is that it successfully supports the growth of businesses in an increasingly competitive marketplace.

3. Affiliate Marketing

Affiliate Marketing and its benefits

“81% of brands and 84% of publishers leverage the power of affiliate marketing.” (Source: Web Market Support)

Affiliate marketing refers to the process of promoting other people’s or company’s products and services. To put it simply, if a person or a company likes another brand’s product, they promote it to others and earn a certain amount of profit for each sale made by them.

It often feels great to see and use products that our favorite celebrities, brands endorse, and our close ones recommend. This is the exact concept behind affiliate marketing, that is, to convince people through a more advanced form of word of mouth advertisement.

In Bangladesh, affiliate marketing has become one of the most sought after marketing efforts to sell products and services. Therefore, digital marketing agencies in Bangladesh give importance to and keep this marketing channel in the digital strategy they develop for their clients.

Benefits of affiliate marketing

a. Flexible and cost-effective approach which reduces the amount of money wasted on advertisement.

b. Broadens connections and build relationships by reaching out to industry leaders.

c. Aids SEO by numerous backlinks through affiliate websites, blogs, and social media pages.

d. Lowers risk of loss since payment is made only when a sale is made.

e. Fosters flexibility as the affiliate program can either be small or large, set in accordance with individual needs.

f. Grows brand awareness, access foreign markets and attain high return on investment.

4. Content Marketing

Content Marketing

No marketing activity can take place without content. Content is the only way to interact with customers, educate visitors and persuade them to purchase a product or service. However, just focusing on content writing and not distributing can be hazardous for a business in the long-run. Therefore, alongside content creation, content marketing plays a vital role in the digital journey of a company.

“70% of marketers are actively investing in content marketing.” (Source: Hubspot)

Content marketing is the act of creating and distributing creative, valuable, optimized content to customers to move ahead of competition and generate revenue. Therefore, the importance of content marketing in this digital world is indispensable. This is why, digital marketing agencies put immense importance to build a solid content marketing strategy.

 

To get started with a strategy, it is first important to know the core elements of content marketing that establishes its success. That way, it will aid to kickstart the distribution efforts of the engaging and enriched content that is made.

5. Email Marketing

Email Marketing and its benefits

Although emails might be perceived as an old form of communication, its impacts on customer acquisition and retention is severely undermined. They are a personalized means to distribute contents and connect with customers, establishing a one-to-one form of interaction.

“Nearly 9 out of every 10 marketers use email marketing to distribute content organically.”

Email marketing might be considered obsolete to many, however, to digital marketing agencies in Bangladesh, it still has its relevance. This is why it is still used as an important tactic and in digital strategies by marketers in Bangladesh and many around the world for effective content distribution.

Importance and benefits of email marketing

a. Easy to start, share and reach a mass audience.

b. Helps to easily connect with target audiences in a personalized manner.

c. Cost-effective way in terms that money is not incurred that otherwise would have been to create advertisements.

d. Deliver messages appropriately to the right audience.

e. Creates a sense of value to customers given the easy distribution of personalized and customized contents.

f. Performance can be easily evaluated and measured to enhance the process for a better response rate.

g. The emails can be automated for a better reach and easier communication.

6. Video Marketing

Video Marketing and its benefits

Video is a very useful tool for marketing when it comes to conveying messages to target consumers without any misunderstanding. Even if written content leaves room for misinterpretation, video content usually does not. Among the many benefits, video content has the power to correctly distribute messages, empower communities and help to gain a real-life perspective of what is going on; making it a versatile and profitable digital marketing tool.

“84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.” 
(Source: Wyzowl)

Video marketing has quickly become an inbound marketing staple to attract and grab the attention of consumers. As the concept of marketing lies on the creation and preservation of trust, video marketing very successfully does so with its creative, informative and dynamic approach.

Benefits of video marketing

As businesses move forward in an era with a constantly shifting market approach, it is crucial that they stay in line with the change to gain a competitive advantage. In such a case, video marketing has a lot to offer.

a. Creates an unique, distinctive identity of the brand.

b. Increases visibility and establishes reputation and authenticity.

c. Builds trust and credibility among the audience.

d. Helps to boost conversions and increases ROI and sales.

e. Connects and unites communities, fostering collective growth.

f. Leave little or no room for misinterpretation of the brand’s messages.

g. Creates a visually appealing experience of marketing for consumers.

h. Engages with even those who are not a potential customer.

7. Programmatic Advertising

Programmatic Advertising and its advantages

Programmatic advertising creates value for customers by showing them relevant, timely ads to fulfill their genuine needs.
(Source: HBS Digital Initiative)

Programmatic advertising is the use of software to buy and sell digital advertising. It uses artificial intelligence and machine learning to buy and sell advertising in real-time bidding. It allows a better and faster targeting, enabling ads to be bought and sold on a per-case basis, that is, only visitors who are in the target audience will be subjected to the ad.

Advantages of using programmatic advertising

a. Precise audience targeting

b. Automated process

c. Real-time insight and measurement

d. Greater transparency and control

e. Higher efficiency and reach

f. Better return on investment

Digital Marketing Tools

As much as it is important to invest time in idea generation for creating social content for digital marketing, it is equally important to measure performance and act accordingly to provide a better digital experience to consumers. Below are the names of a few tools that greatly help to measure performance for improvement and deliver positive results for customer satisfaction and company growth.

1. Google Analytics

Google Analytics and its advantages

"Google Analytics is the best friend of all SEO Specialists and Digital Marketers around the globe." - Dr. Chris Dayagdag

Living a long life in the online world is greatly influenced by how well businesses understand their customers and properly serve their individual needs. To do so, Google Analytics is a tool that lets companies track and report website traffic to understand customer's behavior, user experience, online content, goal completions, device functionality and more. This helps to discover patterns and trends in user engagement which allows to make relevant adjustments and improvements for a better digital journey for consumers. The tool can very easily be downloaded from and set up to obtain faster results.

Advantages of using Google Analytics

a. Makes it easy to understand how the company’s site and app users interact with its contents and determine what is working and what is not to improve performance.

b. Helps to learn insights from company data like, which user might convert or have the potential to generate high revenue.

c. Built to connect and work with Google’s advertising and publisher products (Google Ads, AdSense, Ad Manager, etc.) and reach the right customers through the insights gained from Analytics.

d. Encourages the analysis of data quickly and collaboration with an easy-to-use interface and shareable reports.

e. Offers built-in technical support, provides control and ensures the deliverance of secure, accurate data across the company’s sites and apps.

2. SEMrush

SEMrush and its benefits

This software allows companies to improve online visibility and gain marketing insights. It is a popular SEO tool specializing in keyword research, competitor analysis and Google Ad campaign optimization. Additionally, it provides solutions for content marketing, marketing insights, social media marketing, PR and PPC.

Digital marketing agencies have taken advantage of this and received great benefits in delivering an enriched digital presence for their clients. Testing the effectiveness of SEO, Social Media Marketing, Search Engine Marketing campaigns, they have been able to evaluate company performances, make necessary improvements and drive growth. The tool is very easy to use, providing quick results.

Benefits of using SEMrush

a. Evaluate site’s performance

b. Find valuable keywords

c. Learn about competitors

d. Generate traffic

e. Earn valuable backlinks

f. Optimize web presence

3. Moz

Moz and its benefits

Moz is a comprehensive platform making the SEO journey easy. It makes SEO, inbound marketing, link building, and content marketing an easy task. Digital marketing agencies in Bangladesh have taken advantage of this tool as well beside SEMrush. It has helped them to generate prolific outcomes for the companies they have served through the enhancement in web visibility.

Some of the key features that it offers are Link Explorer, Keyword Explorer and Rank Tracker. This tool helps to improve a company’s performance as it gives instant metrics to measure, monitor and evaluate the onsite and off-site aspects of a website's level of SEO.

Benefits of using Moz

a. Aids with site audit and crawl

b. Helps to find relevant keywords

c. Helps to strengthen link building research

d. Allows to measure performance through site rank

e. Provides access to instant metrics

f. Increases visibility to customers

4. MailChimp

MailChimp and its advantages

MailChimp is a great tool for email marketing services. This all-in-one integrated marketing platform lets businesses to automate emails to be sent to the target audience without compromising the personal touch.

Although email marketing is an effective way to individually connect with customers, however, it might at times become tiresome. Creating and executing personal messages can be time consuming and this is where MailChimp comes handy. This platform focuses on contact management practices, helps to create beautifully designed campaigns and get powerful data insights.

Apart from email marketing services, it also offers businesses to craft visually appealing landing pages, digital ads, social posts, postcards, etc. With MailChimp, they can efficiently establish a prominent market position.

Advantages of MailChimp

a. Offers simple and customizable interface

b. Provides detailed analytics

c. Helps to reach the right audience

d. Helps to track results effectively

e. Provides an organized way to handle contacts

f. Delivers value to customers

g. Create beautifully designed contents and campaigns

5. Canva

Canva  and its benefits

An easy, functional software with different tools to use even for non designers.

Canva is a graphic design platform, which allows users to create social media graphics, presentations, logos, posters, flyers, videos and other visual content. This tool is exceptionally efficient at making attractive content as it offers customizable templates to tailor to individual needs.

Canva fulfills the needs of every customer and every digital network. It offers a range of very easily usable editing tools that helps to make a visually appealing web presence.

Benefits of using Canva

a. The platform is mostly free

b. No skill is required to use the tools

c. User-friendly interface

d. Pre-made templates and pre-set sizes

e. Access to hundreds of design templates

f. Library of icons, stickers, shapes and fonts

g. Content planner

h. Brand kit to store brand assets/p>

6. Google AdWords

 Google AdWords and its benefits

Google Ads is an online advertising platform where advertisers bid to display short advertisements, product listings, service offerings, or videos on results of search engines like Google Search as well as on non-search websites, apps, mobile and videos. This advertising tool helps to properly reach those audiences who are interested in a particular company’s products and services.

The Google Ads platform runs on a pay-per-click basis, in a sense that companies only have to pay for their ad when a visitor clicks on it, having the full control of where to show the ads. As this runs on a pay-per-click basis, companies do not have to spend a lot of money. They can create a budget that is well-suited to their needs. Additionally, it also shows estimated results for the budget set to conveniently evaluate and assess progress; and determine a new optimized budget scale.

Reasons to use Google Ads

a. Focus on multiple keywords at a time

b. Complete control over campaigns launched

c. Increases visibility as the ads are shown at the top

d. Better chance to drive more traffic and leads instantly

e. Increases brand awareness and conversion rates

f. Reach more prospects through their Gmail Inbox

g. Reconnect with visitors of the website

h. Measure performance for improvement

i. Combat competition better

j. Expand ROI with various bidding strategies

7. BuzzSumo

BuzzSumo and its advantages

BuzzSumo is the all-in-one content marketing tool that helps with content research and performance improvement through the insights provided.

BuzzSumo is a cloud-based platform helping to explore the most lucrative content, engagement and outreach opportunities across social and search. It helps to uncover new keywords and insights, know about trending stories, understand customers through the questions they ask and determine the success of a content, all of which is very important for the success of a company.

Content marketing is a vital part for digital presence of companies, as it effectively communicates with people across all online platforms. Buzzsumo makes this experience of content creation and distribution easier through the big data analytics and insights that it provides. This lets companies ensure a better user journey as it allows them identify the most engaging contents on social media and to see what content matters the most to a company and its customers.

Advantages of using BuzzSumo

a. Learn what content works best for different topics and customers

b. Generate research results and insights for content optimization

c. Carry out competitive analysis to tackle competition

d. See what is trending to gain perspective of what to expect from market and how to approach any changes

e. Create an effective content strategy to enhance web presence

f.  Build strong relationships through compelling content

Digital Marketing - Wellspring of Opportunities

Digital marketing is a vast area with hundreds of brands making use of it to begin their customer journey, given its advantages. In some cases, even before businesses gather their inventory, they make sure to build a social platform to interact with customers. This tells how much brands have realized the importance of having a digital strategy in their marketing initiatives. Adequately, it also emphasizes the importance of a digital marketing agency for businesses in the contribution of growth.

With various channels and tools to make use from, digital marketing makes way for businesses to indulge in the wide array of possibilities to flourish.

As much as this marketing approach has taken shape as a staple practice for companies worldwide, the scenario is no different in Bangladesh. Businesses and digital marketing agencies in Bangladesh have reaped the maximum benefits of the different digital platforms and tools, consequently witnessed positive outcomes. This puts substantial emphasis on investing in digital marketing and digital marketing professionals.

Dcastalia is a prominent digital marketing agency in Bangladesh, offering comprehensive and integrated solutions to various individual needs. Providing a range of services like SEO, content writing, content marketing, website design, web development, social media and many others to cater needs of different industries, we have emerged as one of the trusted support for digital solutions. Therefore, to stay in line with market trends and beat competition, it is high time that companies take their brands online for a dynamic web presence.

Frequently Asked Questions (FAQ)

Are there any other tools for digital marketing?

There are many tools which you may use to create a dynamic web presence, for example, Google AdSense, Hootsuite, Buffer, Ahrefs, Screaming Frog, etc.

Which platform is better, Moz or SEMrush for SEO?

Both of the platforms have their pros and cons. It might be that the two platforms might work differently for different companies. Therefore, to evaluate their performance and come to a conclusion, it is best that a company tries out both.

Which is the best tool for digital marketing?

Different tools serve different purposes, therefore, it greatly depends on the purpose and the perceived outcome from it. However, to mention some, Google Analytics is great for overall performance evaluation, Buzzsumo is helpful for content marketing initiatives, Google Ads does a good job for SEO activities.

Which channel is best for digital marketing?

According to statistics, social media is the most used platform by customers, offering great outcomes for marketers. However, when it comes to customer attraction, acquisition and retention, every channel offers an opportunity. Therefore, it is better to stay on board on all digital platforms to reap the maximum benefits.

Do I need to hire a digital marketing agency?

Not necessarily. However, a professional can provide more insight than a company can themselves gather. This is greatly due to their years of experience. Working with thousands of enterprises, digital marketing agencies accumulate comprehensive knowledge of how different companies of different industries operate; which makes it easy for them to come up with the best solution.

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