Digital Marketing 101 for Budding Entrepreneurs

by Nicole Letendre

Marketing is one of the last activities many entrepreneurs and new business owners think about, but it is an essential part of growing a sustainable business. Today, the most effective marketing is digital.

What Is Digital Marketing?

Digital marketing is advertising delivered by digital channels:
  • Search engines
  • Websites
  • Social media
  • Email
  • Mobile applications

The point is that the message is delivered online.

Types of Digital Marketing

Digital marketing isn't all one technique. It's a group of practices designed to build awareness of your company, educate customers about the problems you solve, generate leads, and convert customers.

Search Engine Optimization

Also known as SEO, search engine optimization is the practice of defining the terms you think people would use to find your offering through a search engine; these are called keywords. Each page of your website will be "optimized" by placing one or two of your keywords in specific components of the page, such as the title, URL, and body content.

The search engines will index your pages and then display them on a search engine result page (SERP) when someone searches using that keyword or phrase.

Content Marketing

Content marketing is the key pillar of SEO. Content is anything that educates, inspires, or compels visitors to read or view it. Content can be:
  • Blog posts
  • Videos
  • Podcasts
  • Ebooks
  • Infographics

Create content that is relevant to your audience and place it online where your target customer spends the most time.

Social Media Marketing

Increasingly, people use social media to discover and research a brand or solution. Beyond posting on your own page, you can use social media in other ways.

  • Place and enable share buttons on your website and blog
  • Create peer-to-peer sharing opportunities
  • Develop quizzes and other interactive content

Your goal is to educate them and generate leads as well as share your content with others.


Pay-per-click (PPC) ads are those you see at the top of a search engine results page or to the right-hand side. It is set up through Google Adwords, and you only pay for the ad if someone clicks on it.

Email Marketing

This is the fastest, most direct, and most personalized method of getting your information to your prospects. You can develop a series of emails to nurture prospects through the buyer's journey as well as create emails with links to content or other offerings.

The Importance of Measurement

Measuring the effectiveness of your digital marketing is crucial to creating successful content and delivery systems. Select metrics that provide actionable data to help you determine what content and channels are working and what needs improvement. It is easy to change content on the fly or test two variations of the same message to see which performs better.

Build a digital marketing strategy that combines multiple online techniques to maximize lead generation and conversion. Create your content and put it where your target customers are most likely to find it.

About the Author: Nicole Letendre is the marketing coordinator for Bonafide, a digital marketing agency in Houston, Texas. She loves writing, social media and keeping up with the latest marketing trends.

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