The 10 Fundamentals of Digital Marketing

digital marketing
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Digital marketing is a vital part of any growing business, especially if you want your business to thrive online. Digital marketing provides systematic ways of increasing your customer base, cutting costs and generating leads digitally. While there is a lot of potentials to increase your business’s reach and boost sales through digital marketing strategies, they have to be correctly understood and applied to function and deliver these results.

Let’s dive into the fundamentals of digital marketing and talk about how you can use them to promote your business.


Search engine optimization (SEO) is a crucial aspect of digital marketing. It involves optimizing the content within your web pages so your site will rank higher on the first page of various search engines. Websites that rank among the top 10 search results receive the most traffic, so it’s important that your business’s site ranks well to optimize traffic to your page.

One of the strategies you can use to improve your website’s SEO is to incorporate keywords into the content. These “search phrases” should appear throughout your content several times to increase the likelihood that your site will reach potential customers who use these keywords in their searches.

Another SEO practice you should consider is the incorporation of relevant internal and external links to establish credibility. Citing internal and external links that are relevant to and support your information – especially information that comes from secondary sources – also builds trust between your business and potential customers. If the content is credible, potential customers will develop a sense of trust in the information they receive, contributing greatly to their decision to purchase. Incorporating SEO into your digital marketing strategy is one of the fastest ways to improve organic traffic to your website, which will ultimately contribute to an increase in sales.

Content Marketing

Content marketing is a strategic approach that focuses on creating and promoting content that builds brand awareness while increasing traffic and leads to your website. Here are some practical ways you can use content marketing in your digital marketing strategy.


Writing articles and blogs is one of the easiest ways to build a good reputation with your target audience. Blogs provide your business with an opportunity to demonstrate a competent understanding of your industry. Simultaneously, blogs support increasing organic traffic and increase the chances of converting web visitors to customers.


Long-form content like eBooks and whitepapers can be another useful tool for your business. You can use eBooks to educate website visitors and ask for their contact information. This alone increases the likelihood of converting website visitors and readers to customers.


Infographics refer to any visual content that summarizes or provides an overview to readers of any main points or overarching messages. They are a straightforward way of keeping your audience informed since they are very to the point. Infographics are very visually appealing to customers, enhance user experience, and reduce bounce rate. Essentially, they are a clear-cut way to keep your customers visually engaged and informed. 

Social Media Marketing

Social media is another valuable platform to further your business agenda. Social media channels offer a unique and creative way to distinguish your brand, interact with your audience, and generate leads. Some of the most popular social media platforms include Facebook, LinkedIn, Twitter, Pinterest, and Instagram.

Social media platforms allow your business to post interesting facts, quotes, pictorials, or videos for your customer base, to increase engagement and even keep them informed on what’s new or happening now. In this way, social media can help your business build a strong connection with your customers.

Social media doesn’t always have to be a place for generating sales directly – although it can be incredibly useful for advertising and marketing campaigns – as these channels function as a space to get closer to and engage with your target audience.

Pay-Per-Click Marketing

Pay-Per-Click (PPC) is a marketing strategy that is used to increase traffic to websites. With PPC, you only pay for your business’s ad if and when potential customers visit your website. As a result, PPC is much more cost-effective than general advertising since you only pay when your ad effectively reaches and drives traffic to your site. 

However, since you will be charged when your site is visited, you want to ensure your ad gets as many leads as possible, so you don’t incur losses. There are factors that affect the effectiveness of your PPC ads, like the quality of your advertisement and the incorporation of relevant keywords in the ad.

When executed correctly, PPC marketing is a cost-effective tool that not only drives traffic to your site but also can offer a return on your investment.

Affiliate Marketing

Affiliate marketing involves promoting another person’s products or services. It features a revenue-sharing model that requires paying a commission to the marketer for every product or service that is sold.

Affiliate marketing helps build a supportive environment for different entrepreneurs and generates income for all parties involved. Affiliate marketing is a unique aspect of digital marketing that can help you promote your business through collaboration and grow your customer base.

Native Advertising

Native advertising is a marketing strategy that doesn’t take a direct approach. It emerged as a result of the reaction that was observed from the modern customer base, which has ignored biased ads that are overly “salesy.” The goal of native advertising is to blend sales marketing with more informative content to ensure it doesn’t appear to be too obvious of an advertising attempt.

Nowadays, consumers want to buy products and hire services from a source that appears to be focused on the audience’s needs. Using this digital marketing strategy, you can create a more engaging environment while disguising your plan to sell.

Email Marketing

Email marketing isn’t a new concept, but it’s still one of the best ways to generate leads for your business. It involves distributing promotional content that increases the likelihood of a potential customer to click. The tricky part is ensuring you uniquely market the value of your business, as opposed to sounding too much like an ad.

Once you obtain the contact information of your target audience (through the comment sections of blogs, articles, or social media, etc.), you can start email marketing to them. You should use this strategy to keep tabs on your prospects and keep them interested in your business by sending informative content, offers, and other engaging gimmicks.

By implementing some or all of the digital marketing strategies we’ve covered, you can help your business access a larger customer base, increase engagement, and boost sales. By incorporating these digital marketing strategies, you can begin to see results immediately and watch your business take off in the digital world.

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