Digital marketing is a broad category of strategies as well as tools which promote a business’s goods or services across a broad range of channels. These include, for example, numerous social networking sites, search engines, content-streaming platforms, email and affiliate marketing among others. A digital marketing strategy may include all of these platforms or it may be limited to one or two, depending on the relevance each platform has to the business’s goals.
Today, digital marketers today live and die by the tools and techniques of the trade. Modern marketers have to be a million places at once. Whether we’re ploughing through data or fine-tuning our social presence, relying on the correct digital marketing tools means saving precious time and maintaining our sanity.
The Internet Age has given way for digital marketing to rule the marketing world. In fact, digital marketing replaced traditional marketing as the dominant advertising medium. With this in mind, it’s important to know what digital marketing tools are available to help you maintain a competitive edge.
Google Analytics is entirely free software that provides valuable insights about who is visiting your website in addition to what they get up to once they arrive. This piece of software is best paired with Google Search Console, which is another free tool that assists you with identifying any problems on your website and to optimise it for traffic.
Some of the datapoints which Google Analytics makes available to you comprise:
- The number of people who are landing on your website by day, week, month, or any time period you choose.
- Where these visitors are coming from, for instance referrals from other website, organic search, ads, social, or direct.
- The keywords that people are making use of in Google in order to find your site.
- The demographics and interests of your users
- How long is each user spending on your site and which pages they visit?
All this information is extremely interesting however it’s also vital knowledge which can assist you with optimising your website and marketing campaigns.
If you notice that you’re getting a lot of searches for a keyword which you don’t have a lot of information on at the moment, write a blog post that is optimised for that keyword and watch your traffic – in addition to engagement levels – skyrocket. If you are getting loads of visitors from Facebook, but none from Twitter, this is probably a sign that you should concentrate your marketing efforts on your main channel.