Marketing tactics to grow your business: Digital Marketing

If you’ve been in business for any length of time, you’ve probably seen the rapid changes in marketing options. Just 25 years ago, your advertising options were set in stone. You had print, broadcast, direct mail, outdoor advertising, television and maybe even a trade show or two. More than likely you didn’t have a website and—guess what—Google was a toddler still learning how to crawl the web.

Now, it’s 2019, and the marketing world has expanded. Everyone should have a website and social media profiles. But the real question is: do you know how to effectively use these platforms to grow your business?

Over the next few weeks, we will dive into three marketing strategies that could boost your companies growth this year: digital, content and social media marketing.


To break down digital marketing a bit, let’s call it an umbrella. Anything that can be done digitally (i.e. online) falls under this category, including search engine optimization (SEO), search engine marketing (SEM), influencer marketing, campaign marketing, data-driven marketing, email marketing…you get the point.

Digital marketing covers a number of outlets; that’s why it’s an umbrella term.

SEO marketing is often discussed, but let’s dive into some of the other forms of digital marketing.

Search Engine Marketing (SEM)

SEM is used to improve market visibility for a brand, product or service through SEO, social networking, pay-per-click (PPC) advertising, geo-mapping and Google Ads.

Using SEM marketing can drive traffic to your website and fill in the gaps left by SEO. The two work together but can also boost your web presence independently.

Influencer Marketing

In pop culture, the Kardashians and Jenners may steal the stage of influencer marketing, but, with some strategy, it could still be a fit for your company. The important factor to consider is how to use it effectively.

You may not be Gucci and have tons of celebrities dying to sell your product, but using local spokespeople or personalities could help sell your brand and services. Testimonials can also aid in building brand awareness; just make sure you aren’t using the “fake it ‘til you make it” approach. (Make sure the testimonials are real and written by real people.)

Campaign Marketing

Campaigns are a great way to get your message out there. They are, in fact, focused on a goal, simple message and basic directions of what you want the audience to do. This is not an ongoing concept but can be used to reinforce your business’ mission, vision or company goals.

In a digital campaign, social media posts, emails, website ads and landing pages are developed. They are then placed strategically for a set timeframe with the goal of making conversions.

When Rooted Web designs, develops and hosts your new website, you are ready to take on the digital world. Remember, your website is an extension of your brand, and we will make sure it is optimized to fit all your needs.

After your site is designed and attracting clients, our marketing team is ready to help with advertising and marketing. Our team will help you develop an email marketing campaign, digital ads, social media management, blogs to continue growing your SEO and any other data-driven marketing you may need.

COMING UP: Content marketing and how this style of digital marketing can benefit your company.

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Sarah Shanahan

More than five years of professional experience in public relations, advertising, and marketing, with particular emphasis on account management, content creations, media relations, internal communications, strategic communications, digital and social media strategy.

1 Comment

  1. […] have talked about Digital Marketing and how the umbrella term covers more aspects of marketing than most realize. This week, we are […]

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