From print ads, snail-mail, and billboards, traditional marketing has been the go-to step in building visibility and leads for one’s business. But with the wave of computers and technology, trends in marketing have changed over the course of time.

In a survey conducted by UpCity, two-thirds of small businesses believe that their current digital marketing strategies are effective. While the remaining one-third is still in doubt because they are not hitting their marketing campaign goals.

Aside from knowing some of the changes in marketing trends, it’s also equally important to know some of the tools that are vital for effective digital marketing services. These share the same goals of achieving visibility and accessibility, which also reflects the purpose that the Internet and social media serve for most people.

Organic Search

At least 27% of marketers stated that organic search generated the most number of leads for their businesses. While it may sound that it only applies to websites, organic searches can also be used for video content or social media posts. Organic searches make content show up naturally, unlike intrusive ads which can be distracting and could turn off potential customers.

“It takes work to make organic search possible. As the goal is to be visible through searches naturally, it takes knowing what information customers are looking for and updating these on the website or social media to be successful. It also helps to check on other optimizations, which can also lead clients to your media page, because these can increase the chances of visits,” says Ibarra Villaseran, General Manager of Truelogic Inc.

Organic search allows for longer-term visibility across relevant terms and drives sustainable growth. This also means the content that you post on your website that will drive traffic the next day, month, and many years from now.

SEO and SEM

People are more familiar with SEO or search engine optimization. It helps to get views more frequently with the use of specific keywords, links, and tags. It can also be a tool for organic searches at some point. According to Marketing Charts, almost 60% of businesses said that SEO has the most impact on their lead generation efforts. SEO can be complicated at times, as it merges the content of the business with an updated and well-maintained page where the content will be published.

“Ensuring that your website is optimized for smooth customer journeys and that their pages rank in the search results should be a top priority for businesses. If your content meets your potential customers’ needs, you have the chance to convert those visitors into leads, and eventually make sales,” says Ibarra.

Though SEM or search engine marketing is a part of SEO, they differ in terms of execution. SEM focuses on placing business content as an advertisement on websites or social media pages. It also strives to maintain visibility and visits by being on the top results pages on search engines.

Content Marketing

The best way to connect with customers is to give them something to interact with and to engage with them. Content marketing involves creating a stream of videos, articles, or other content to promote the message of the business and to keep customers coming back. By posting regularly the customer can engage with your content before they enter the sales cycle. You can also use this as a chance to demonstrate your capabilities and expertise in your field.

Tools like SEO/SEM and organic search can be used to make it easier for people to view the content. Aside from tools, it’s also important to choose great topics to write or talk about that are consistent with the brand and marketing goals.

Pay-per-Click

Some use pay-per-click or PPC to provide traffic to a website or social media page while getting paid by advertisers every time a specific advertisement is clicked. It works both ways with a content generator, returns can be received through each click of ads placed on your page. As an advertiser, of which our clients are, each click can mean additional traffic and more exposure to customers at a price. Depending on what the goal is, PPC can be a great tool to maintain relevance and reach more people through advertising.

Digital marketing through changing times

There are other digital marketing tools and strategies that can be used depending on what a business is aiming for. They can also employ multiple tools to maximize the potential of each. It’s important to note that, while these tools can complement each other, they should also be consistent in providing the same tone and message whether using SEO, content marketing, or others. For example, if you’re specifically a conversion rate optimization company, there are specific tools that can be better for your team to utilize.

“Also, much like how trends differ from time to time, the ability to adapt and anticipate changes helps support marketing strategies. Being agile enough to be able to ride a viral social media topic or content allows visibility to be turned towards the business. Understanding trends through analysis and data gathering prepares you for what to do next and helps maintain the level of connection with customers,” underlines Ibarra.