Digital Marketing FAQs

Digital marketing is the marketing and advertising of a business, person, product, or service using online channels, electronic devices, and digital technologies. A few digital marketing examples include social media marketing, email marketing, pay-per-click (PPC), search engine optimization (SEO), and more.

Unfortunately, there is no silver bullet, or one size fits all solution for your marketing strategy. All solutions need to be built from the ground up from a consultation with our digital marketing strategists.

A marketing funnel is a model that represents the stages of a buyer’s journey, from the first interaction with your brand to a purchase. The funnel metaphor is relevant because it narrows as it progresses – that is, the probability of sales decreases at each phase of the funnel.

Social media marketing refers to using social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, and more to connect with your audience to build your brand, increase sales, drive website traffic and ultimately sell a service, a product or generate awareness around a topic.

PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine, like Google, especially when they are performing commercial searches, meaning that they’re looking for something to buy.

In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click”. Other forms of PPC advertising include display advertising (typically, serving banner ads) and remarketing.

CPC, or cost per click, is a pay-per-click bidding model where you pay every time someone clicks on your ad. Your cost per click is how much you pay when someone clicks on your ad, and it gets calculated every time the PPC auction runs.

CTR refers to: the number of clicks you receive divided by (impressions minus the number of times your content is displayed). The CTR varies from industry to industry.

A buyer persona is a representation of your ideal customer based on market research and data. Personas generally include customer demographics, behaviour patterns, motivations, and goals. They should reveal insights about the buyers’ decisions including attitudes, concerns and criteria that drive buying decisions

The answer to this question must be turned over to HubSpot, the company responsible for inventing the term. “Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. Potential customers find you through channels like blogs, search engines, and social media.”

Unlike outbound marketing, inbound marketing does not need to fight for potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

Outbound marketing refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience. Outbound marketing examples include more traditional forms of marketing and advertising such as some TV commercials, radio ads, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogues, etc.), tradeshows, outbound sales calls (AKA “cold calls”), and cold email (AKA “Who is this?”).

Marketing automation is software that manages marketing processes and campaigns across multiple channels. It streamlines lead generation, segmentation, lead nurturing, lead scoring, measurement processes and more.

An effective marketing automation tool helps identify your audience, create the right content, and automatically trigger actions based on customer behaviour.

Performance marketing focuses on programs in which you pay for performance, that is, when specific actions such as clicks, leads or sales occur. The goal is to achieve measurable conversions. Performance marketing campaigns take place in digital environments so it’s essential to have precise tracking tools.

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on moving prospects to the next stage.

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.

The majority of web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels.

Local SEO is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.

This question is the source of endless speculation and debate because search engine companies such as Google will not answer it. Experts generally agree rankings are based on relevance and authority, but the factors that determine them are many—and inconsistent. The best way to achieve a high search engine ranking is to create one of the most thorough web pages possible for a specific keyword or topic..

Search Engine Results Pages are web pages served to users when they search for something online using a search engine, such as Google. The user enters their search query (often using specific terms and phrases known as keywords), upon which the search engine presents them with a SERP.