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Businesses today really have no option when it comes to having a digital presence to create brand awareness and place themselves ahead of the competition. Digital marketing is a specialised subject, and there are many professional companies to help with this.
Social media marketing includes utilising platforms such as Facebook, Twitter and Instagram. Each has its own merits, for example, Instagram is more of a visual space and has a younger demographic. Therefore, if a company is promoting products for seniors, then the target audience is unlikely to be found on that particular platform.
Search engine optimisation is critical when it comes to getting a website ranked highly in a search engine's results pages. This can be achieved by the use of high-quality content and using relevant, low competition keywords. This will bring in free, organic traffic, rather than having to rely on paid ads. Achieving the first page on Google is the ultimate goal, as this brings a 35% clickthrough rate from potential customers.
Other digital marketing solutions include community management, Google ads and Facebook ads. Creating an online community relating to the core business of a company can encourage interaction with visitors who will enjoy engaging with others on the likes of a forum or chat board. Paid ads can undoubtedly be successful, but should be approached with caution to avoid a low return on investment.