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How to supercharge the growth of your wholesale business with digital marketing

Zilingo Editorial Team
What is Digital Marketing and what are the key digital marketing channels? Digital marketing is a blanket term that comprises a range of marketing tactics that are used in digital channels. This term conventionally refers to online marketing such as email marketing, Pay-Per-Click advertising (PPC), Search Engine Optimization (SEO), and much more. Before deciding which digital marketing practices are best for your business, it is important to understand each one of them.
Content marketing
In marketing, content is King (more on this later). Content marketing is one of the best indirect types of digital marketing. Using content marketing, you can focus on promoting your products and services through informative, entertaining, and valuable blog posts, videos, social media posts, e-books, brochures, case studies, and templates.
Content marketing helps to build engagement with target customers and to increase awareness of your products and services, all the while developing trust. By publishing high-quality content, you can establish authority in your domain. This content might even be shared and referenced, which then leads back to you and your business.
Search Engine Marketing (SEM)
A search engine, such as Google, is an internet-tool that helps people find information on the Internet that relates to the search terms they input. SEM is an umbrella term for any activity that attempts to increase your ranking on search engines. Your ranking is defined as where you appear when search results are displayed to the user.
SEM includes two sub-branches:
1. Search Engine Optimization (SEO)
2. Search Engine Advertising (SEA)
Both of these have the same objective, which is to increase the visibility of your business by earning the top spots within the search results. However, the methods used differ
SEO campaigns use terms called ‘keywords’ as their backbone. To launch an effective campaign, you would start by researching keywords that your target customer might be searching for when doing research relating to similar products online. Keywords could also be branded, such as the name of your competitor, or a brand that you wholesale. Once identified, these keywords should then be incorporated into the content on your website.
SEM campaigns are by definition paid for, i.e, you pay to bid in an auction on keywords, and your business will appear if you win the successful bid. This system enables you to pay to play to display your business to relevant customers. This is known as a Pay-Per-Click (PPC) model, where you bid for relevant search queries and pay for each click the ad receives.
So you may ask, what is the difference between SEA and SEO? Well, SEA relies heavily on marketing based on paid-ads, whereas SEO primarily focuses only on organic results based on better search algorithm performance. It’s worth noting that SEA and SEM can yield immediate results, while SEO can take a few months to bring benefits to your business.
Social Media Marketing
Today, the majority of businesses engage in some form of social media marketing. Facebook, Twitter, LinkedIn, Pinterest, and Instagram (amongst others) allow businesses to target individuals, user groups, pages, and influencers to increase their reach.
There are several other channels, such as email marketing, affiliate marketing, instant messaging marketing, and video marketing which could help further your reach.
Identify and target your customer
One of the key ways to ensure the success of your digital marketing campaign is to first define your target audience.
Create your Persona File/Reader Profile
Ideally, you would need to create a persona profile. This is one of the crucial tasks for a successful campaign. This helps understand the kind of person you are trying to target, their needs and interests, as well as challenges and pain points.
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