If you’re reading this post, chances are you found it through Facebook or LinkedIn. Some of you might have even found this from our monthly email newsletter or because your business is “connected” to H2H Consulting online.

If the latter is the case, then you’re probably already using digital marketing. For those of you who are not, there are some distinct advantages to doing so.

Digital marketing is promoting your business, brand, products, or self through any electronic platform.  Digital marketing is an opportunity for your business to grow and reach people it never would have before. According to the SAS, digital marketing is composed of the internet as well as “wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels…”

The biggest advantage of digital marketing is that you can get information anywhere at any time. People can easily share your post or ad with people that are miles away, and you never know who might need your product or service that never would have seen it without digital marketing. Consumers can also check out who you are whenever they want, because your twitter account, Facebook page and website are available even when you aren’t. You could be in a meeting or at a dentist appointment and someone could be buying a product from your website.

Using digital marketing has a lot of behind the scene advantages as well. Webs.com found that conversion rates, revenue growth, and ROI all go up (by 24%, 2.8 times, and 300% respectively) when your business employs a digital marketing technique.  Businesses have also been found to save money, because they were able to quickly dismantle techniques that weren’t working and they could expand on techniques that had good results.

Now that we’ve taken a look at why you should be digitally marketing to your client base, let’s take a look at some of the best digital marketing practices.

SmartInsights conducted a survey earlier this year that looked at which marketing formats were the most effective. Blog posts and articles ranked first, followed by newsletters and online magazines and in third place, infographics. They also found that PCs and Laptops (at 56%) were the most popular devices used to internet surf, followed by smartphones (at 39%).

MediaPost reported that 18% of small business don’t track any of their digital marketing campaigns. Making sure that you are using digital marketing and tracking methods ensures that you have a better understanding of your consumers. Of the businesses that do use tracking methods, the most popular according to MediaPost, are call tracking, coupon codes, and website analytics.

If you don’t know how those methods work, read the following bullets. If you already do, you can skip this (promise I won’t be offended).

  • Call tracking is a type of performance based advertising, and giving you analytic information about where each call originated from. For instance, if you run Google ads or display ads and want to determine which is getting more leads, you could put a different, trackable phone number on each.
  • Coupon codes are also used to track how your ads are performing. By running ads on different digital and print outlets and giving each coupon a unique code, you can see where you’re getting the most sales from. Your coupon code will tell you how many people used it from a magazine versus how many used it from a Google search.
  • Website analytics are a great tool and simple versions like Google Analytics are free, but they tell you a lot of information. Here are a few sample questions website analytics can answer:
    • Where is my website traffic is coming from? Is it my email marketing campaign, Facebook, or Google?
    • How many people from each referring site (like Facebook) are converting to a sale?
    • What are the most popular pages on my website?
    • Are people falling off the site?
    • What is the path of a visitor to the site?
    • How long is someone spending on my site?
    • How many pages do they look at?
    • Are most of my visitors new or returning?

Okay, I’ll stop there on website analytics, even though I could go on because it is truly amazing how much information is available.

In the next few years, most of the information and advertising we will process will be through electronic platforms. So why not make the transition to digital marketing now, if you haven’t already?