Digital Marketing 101: The Basics

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“Your SEO consultant shouldn’t be a specialist.” I’ve said that over and over, but it bears repeating. Today, Meyling Lau is going to give you a breakdown of Digital Marketing 101. She’s a partner at and has lead enterprise scale SEO programs. Formerly, she led a variety of grassroots marketing projects for Most notably Mey led the Expert Evaluation and Rating Program, the largest and most successful verified hotel reviews database with over one million reviews collected in under a year.

Enter Meyling Lau.

In a world where technology is ruling, it’s important that businesses jump on the digital marketing bandwagon in order to increase their reach and find better success.

Digital marketing is a general term that involves marketing your business using any form of digital technology. This includes having a website, PPC advertisements, digital ads, blogs, search engine optimization, social media, email advertising, and anything else you can think of that has to do with a computer or mobile device.

Sometimes starting a digital marketing campaign can be overwhelming. There are obviously plenty of different tactics to choose from, and many businesses don’t know where to start. To help you better understand digital marketing and make smarter decisions for your business, the following are some digital marketing basics for you to enjoy.


In today’s society, it’s essential that your company have a website. You could opt to spend the money on a custom site, or you can use free tools like to create your own template site. Either way, having an online presence is important, as it helps your company get found online and provides your target audience with information about your products or services.

When creating your website, just be sure that the overall design is user friendly. If your website is unattractive to your audience, they will not stay on your site and this can hurt your efforts.

Many people believe that “if you build it, they will come.” And that simply isn’t true. Marketing will bring in visitors. For more, checkout 35 marketing tips from On The Grid.


Blogging is a digital marketing tool that can increase your company’s reach. Blogging allows you to establish yourself as an expert in your field and provide your audience with valuable information they can use. Since blogs are updated regularly, it’s an easy way to keep your audience coming back to your site, and this builds brand loyalty.

Digital Advertising

Digital advertising comes in many forms, but it generally refers to advertising your company by placing ads on various websites or search engines. You may create a digital ad that you place on associate’s websites, or you may utilize pay per click (PPC) advertising. Both options can be a great way to expand your reach and earn traffic back to your website.

Email Marketing

While the effectiveness of email marketing is constantly changing, it’s still a digital marketing tactic that can help your business. You can send out emails to your customers about current or upcoming promotions, perform customer surveys or even share recent news about your business.

If you’re going to use email marketing, be sure you’re only sending your emails to customers that sign up to receive them, otherwise you’ll be spamming your customers and this is not an effective marketing strategy.


Mobile marketing is another popular digital marketing tactic. Most people today have some type of mobile device they use regularly, so enabling mobile tactics can increase your reach. Mobile marketing tactics include SMS or text messages, apps and optimizing your website for mobile.

Social Media

There are billions of people using social media today, and social media marketing is a digital marketing tactic that many companies have started to implement. One simple way to market via social media is to simply create social media accounts and interact with and engage your audience.

Through social media, you could also push out links to your website, share promotional information, provide customer service or even hold a contest.

Search Engine Optimization

You’ve likely heard of search engines like Google, Bing and Yahoo, and you know that users perform search queries on these platforms all the time. Search engines provide search engine results based on the search queries performed. For example, if a user is searching for a specific type of gym shoe, the search engines will provide results that match the user’s query.

Each search engine has their own algorithm they use to determine which web pages appear in the search engine results pages (SERPs). Most search engines use crawlers to scan through website copy in search of keywords that describe the content, and the search engines use these keywords to best rank a site. So, for example, website that match the description of that user’s gym shoe query would appear in the SERP.

In order to have your website land in a SERP, you need to implement search engine optimization, which is using different tactics to make your site more attractive to the search engines and reach a wider audience by increasing your SERP ranking. This is typically done by adding relevant keywords to your website, earning valuable backlinks to your site from other established websites, and earning more website traffic.

In order to implement a strong SEO strategy, you need to analyze search traffic to learn more about your target audience. You then need to add relevant keywords to your content. This can be done by writing your content with keywords, adding an FAQs section to your website, adding customer testimonials to your website, linking your website to a blog, or even providing video and audio transcription on your site.

While keyword rich content is important, utilizing different SEO tactics will be more beneficial for your site in the long run.

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