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The Ultimate Guide To Digital Marketing
Marketing is a fundamental part of any business. Here’s how to do it properly.
Marketing is a fundamental part of any business; it shows the world what you’re about and what you can offer them as customers. It’s the simplest and most effective way to attract new customers and retain the ones you’ve already got. A perfectly executed marketing campaign can skyrocket your profits and leave your competition in the dust.
While marketing is a proven method for building a brand, the nature of it has changed drastically in recent times. Gone are the days of billboards — modern businesses focus their efforts on digital marketing. Social media, search engines, and emails are all major channels with billions of daily users. If you’re not using at least one digital platform, that needs to change.
Don’t know where to start? Don’t worry about it — you’re about to learn everything you need to know about digital marketing!
What Is Digital Marketing?
Digital marketing, sometimes called online marketing, is no different from traditional marketing — it’s just updated for the modern age. Instead of billboards and ads in the local paper, it’s now online or “digital,” if you like.
You know, when you saw the ad for 2-for-1 cocktails at that trendy new bar on Facebook? That’s digital marketing.
When you Googled “running shoes” because this is finally the year you take up running, and clicked on one of the top search results? Digital marketing.
Even the email a charity sends asking you to donate — that’s digital marketing too.
Once you start noticing it, you’ll see it everywhere. And if it’s everywhere, it has to work. And if it works, why aren’t you doing it?
Why Should I Use Digital Marketing?
For better or worse, smartphones have completely changed how we consume media. In 2007, just 20% of people read or downloaded news or magazines online. By 2020, that number jumped to 70%. Chances are, you’re probably reading this article on your phone right now.
Every major publisher now has a strong online presence — some have even phased out their print editions entirely.
This shift had a knock-on effect in advertising, with many businesses focusing their marketing efforts to take advantage of this exciting new online world. Below are eight reasons why you, too, should take advantage of digital marketing:
Expand Your Audience
Did you know that 5.52 billion people — or 63.8% of the world’s population — use the internet? And of those, 5.22 billion use social media. Google alone processes 8.5 billion searches every day.
Okay, if you’re a plumber in Birmingham, those global stats might not seem super relevant. A Facebook user in Botswana isn’t likely to call you anytime soon. But they do show how many people are online — and how, if done right, digital marketing opens up a brand-new revenue stream for your business.
People also use social media to stay updated with their favorite brands. Here are the percentages of users who use specific platforms to research and follow products:
- Instagram: 62.7%
- Facebook: 54.3%
- TikTok: 44.9%
- Pinterest: 35.7%
- X (formerly Twitter): 35.7%
Whether you’re using social media, search engines, or even something as simple as email, these channels can help expand your client base and increase your revenue.
Increase Profits
Speaking of profits, digital marketing can help grow yours. Right now, 2.77 billion people shop online, and 26.1% of social media users actively use those platforms to look for products to buy.
Google is the biggest player when it comes to online shopping: 51% of people use Google to research a product before making a purchase. Think about it — when was the last time Google wasn’t your starting point for buying something online?
Emails might not seem like the coolest marketing method, but they’re incredibly effective. For every $1 spent on a good email campaign, it generates $42 in revenue — an impressive return by any standard.
The bottom line: give yourself more ways to sell and more ways to reach customers — and watch the money roll in.
Improve Efficiency
Digital marketing isn’t as easy as pressing a button and making sales. Trust us — we know better than anyone here at Commercial Experts. It’s a technical skill that involves trial and error, unpredictable results, and way too much coffee.
Do you really have the time to do all that? Of course not. Even something as simple as updating your Facebook page takes time away from what really matters — running your business.
That’s why it’s smart to hire a reliable digital marketing agency to handle it for you, so you can focus on everything else.
Gather Priceless Data
We won’t bore you too much with this part, because unlike our team here, you’re probably not data nerds. But the insights you can gain from a single digital marketing campaign are staggering and far beyond anything traditional marketing can offer.
With online platforms, you can learn practically everything about your customers — who they are, what they buy, what they like, and what drives their decisions.
Specific Targeting
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam So, what do you do with all that information you’ve gathered? You use it to tailor future marketing campaigns to target the people most likely to buy.
A luxury men’s fashion brand advertising on a billboard might reach its ideal audience. But how many people who have zero interest in custom pinstripe suits and cashmere ties are also going to see it? Way too many.
With social media marketing, your campaigns can be incredibly specific about who they target. Age, gender, location, interests — even job titles — can be filtered so only your ideal audience sees your ads.
You can also pick and choose which platforms to use based on where your customers spend their time. Selling Caribbean cruises to retirees? Probably don’t waste time on TikTok.
Easy Entry for Small Businesses
Getting started with digital marketing doesn’t require a huge budget, which makes it super accessible, no matter what stage your business is in.
For example, an independent tattoo artist might find advertising in a niche magazine too pricey, and there’s no guarantee anyone local will even see it. But a $100 Instagram campaign targeted within a 10-mile radius of their shop? Quick, affordable, and effective.
Cost-Effectiveness
It’s not just the low startup cost — it’s the return on investment (ROI) that makes digital marketing shine. Check out the average return per dollar spent:
Even at the lower end, you’re still seeing more than double your return — and that’s just the average.
Measurable Results
Again, we won’t overwhelm you with the fine detail, but one of digital marketing’s biggest advantages is measurability. You can track key metrics like spending, clicks, click-through rates (CTR), traffic, sales, cost per sale — whatever you want.
This level of data allows you to make real-time decisions and refine your campaigns for maximum impact.
What Types of Digital Marketing Are Available?
Just like traditional marketing, digital marketing has many different avenues you can explore. Here are some of the most popular:
Social Media
Not just for posting pictures of your breakfast or reading conspiracy theories in the comments section — social media is an incredibly effective way to promote your business to a massive audience. There are 5.22 billion social media users globally.
Whether it’s Facebook, Twitter, Instagram, YouTube, LinkedIn, TikTok, or whatever comes next, advertising on these platforms is a great way to build success.
Most platforms charge per impression, or cost per mille (CPM), if you prefer marketing jargon. Regardless of how a user reacts to your ad, you’ll be charged when it appears on their screen.
Pay-Per-Click (PPC)
Pay-per-click (PPC) is exactly what it sounds like — you pay every time someone clicks (or taps) on your ad. You’ll typically see these at the top of Google or Bing search results, marked as “sponsored.”
PPC ads operate through a bidding system for keywords. Your bid, along with other factors, determines your ad’s position on the Search Engine Results Page (SERP).
Ad Position 1 has an average click-through rate of 2.1%, while Position 4 drops to 1.2%. That might not seem like much, but with 1,000 daily searches, the first position gets 21 clicks while the fourth gets 12 — that’s 9 potential customers you just beat out from your competitor.
Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, is a way to improve your site’s visibility on Google — but without paying for clicks. This is known as “organic” marketing.
SEO is complex, involving many strategies. One key tactic is integrating keywords into your content — the words and phrases people are searching for when looking for your product or service.
Where’s the best place to hide a dead body? The second page of Google. (Just a little marketer’s joke… but not entirely untrue.)
Only 0.44% of users go beyond the first page. And here’s how click-through rates break down by position:
- Position 1: 39.8%
- Position 2: 18.7%
- Position 3: 10.2%
- Position 4: 7.2%
- Position 5: 5.1%
- Position 6: 4.4%
- Position 7: 3.0%
- Position 8: 2.1%
- Position 9: 1.9%
- Position 10: 1.6%
Tools like Google Analytics and SEMrush are essential for tracking and improving SEO performance.
(Pro tip: This article you’re reading right now is part of our SEO strategy at Commercial Experts — so hopefully, you found us right at the top!)
Content Marketing
Content marketing works hand-in-hand with SEO. While SEO is the technical side, content is the heart of it. And yes, this article is also part of our content marketing strategy.
Unlike direct advertising, content marketing isn’t meant to sell outright. It’s meant to inform, engage, and build trust. Examples include:
- Guides (like the one you’re reading).
- Blog posts.
- Industry news.
- Product press releases.
So… if content doesn’t immediately sell, what’s the point?
Great question.
Think of it like this: where do you go for trustworthy soccer news? A blog rambling about Messi running for Congress — or a credible journalist with inside info?
When you consistently publish quality content, you become a trusted voice. Then, when people are ready to buy, guess who they’ll turn to? You.
Content can be anything — blog posts, videos, infographics, even social media updates — as long as it’s relevant and useful to your audience.
Email Marketing
It’s not the flashiest format, but it’s been around forever, and it’s still incredibly effective.
In 1997, only 10 million people used email. Today? Over 4.48 billion.
It’s low-cost to get started, and for every $1 spent, you can expect an average return of $42. Email marketing is great for:
- Sharing content organically
- Following up with users who abandoned their carts
- Building customer loyalty
Influencer Marketing
One of the newer forms of online marketing is influencer marketing, thanks to the rise of social media influencers. It might feel a bit cringey to some, but it’s a highly effective way to get your brand in front of the right people.
49% of consumers make purchases based on influencer recommendations each month.
Own a restaurant? Offering an influencer a free meal and a mid-range bottle of wine could go a long way. No, you don’t need Kim Kardashian showing up for steak tartare — but a local influencer with a strong following can expose your business to an audience that didn’t even know you existed yesterday.
Essential Digital Marketing Tools
There are tons of digital marketing tools out there. The right ones for you depend on your specific strategy. Here are a few of our favorites, organized by category:
Social Media Management Tools
Hootsuite
What it does: Manages multiple social media accounts from one dashboard, schedules posts, and tracks engagement.
Why it’s important: Saves time and ensures consistent posting across platforms, boosting your brand’s visibility.
Sprout Social
What it does: Offers advanced analytics and reporting to evaluate your paid campaigns.
Why it’s important: Gives deep insight into audience behavior to fine-tune your approach.
SEO Tools
SEMrush
What it does: Tracks site performance, analyzes competitors, suggests keywords, and audits backlinks.
Why it’s important: Helps you build effective strategies to improve rankings on search engines.
Screaming Frog
What it does: Crawls your site to identify SEO issues like broken links, duplicate content, and missing metadata.
Why it’s important: Helps you optimize technical SEO and keep your website in top shape.
PPC Tools
Google Ads
What it does: Manages PPC ads across Google Search and Display Networks.
Why it’s important: Gets your brand in front of users actively searching for what you sell.
Microsoft Advertising
What it does: Similar to Google Ads, but for Bing and Yahoo search users.
Why it’s important: Reaches additional segments you may not get through Google alone.
Analytics and Performance Tools
Google Analytics
What it does: Tracks user behavior, site traffic, and campaign results.
Why it’s important: Gives actionable data to improve your website and ROI.
Adobe Analytics
What it does: Delivers in-depth insights across different channels and devices.
Why it’s important: Offers a comprehensive understanding of user journeys and campaign effectiveness.
Content Creation and Management Tools
Canva
What it does: Makes it easy to create professional-looking visuals for ads, posts, and more.
Why it’s important: Keeps your brand looking polished without needing a graphic designer.
WordPress
What it does: Let’s you easily manage content, publish blogs, and update your site.
Why it’s important: Great for maintaining an SEO-friendly online presence.
Email Marketing Tools
Mailchimp
What it does: Manages campaigns, automates messages, and analyzes open/click rates.
Why it’s important: Helps you communicate with your audience and convert leads.
Constant Contact
What it does: Simplifies email marketing with templates and automation.
Why it’s important: A beginner-friendly way to stay in touch with your customer base.
Display Advertising and Retargeting Tools
Google Display Network (GDN)
What it does: Places banner ads across websites in Google’s network.
Why it’s important: Builds brand recognition and keeps your message in front of the right people.
Criteo
What it does: Retargets users who visited your site but didn’t convert.
Why it’s important: Gives you a second shot at winning over potential customers.
What to Look for in a Digital Marketing Agency
Choosing the right agency takes more than a quick Google search. Here’s what to keep in mind:
1. Transparent Reporting
You may not know what all the marketing jargon means at first — and that’s okay. A good agency should educate you, provide regular updates, and break down where your money is going and what you’re getting in return.
Ideally, you should get visual reports showing your website traffic, sales, ad clicks, etc. If they aren’t willing to do that? Find someone else.
2. Clear KPIs (Key Performance Indicators)
What’s your goal — more sales, brand awareness, better online visibility?
A quality agency should discuss this upfront and set clear KPIs to measure success. And they should be willing to update you regularly on progress — no radio silence.
3. Experience in Your Niche
Not always a deal breaker, but important, especially in niche industries. An agency with proven results in your field understands your audience, your competition, and your challenges in a way generalists may not.
Case studies in your sector? That’s a great sign.
4. Using the Right Channels
This is non-negotiable. If your agency wants to promote your funny cat socks on LinkedIn instead of Instagram or TikTok, they’re probably not the right fit.
They need to understand where your audience hangs out and focus their strategy accordingly.
5. Qualifications and Testimonials
Look for credentials like Google Partner, Facebook Marketing Partner, or certifications from platforms like HubSpot or SEMrush. These show the agency knows its stuff.
Also, make sure you check reviews — especially on sites like Trustpilot. A few bad ones are normal. But if the same complaints come up again and again, run.
How Much Does Digital Marketing Cost?
It’s tough to give a one-size-fits-all answer here because costs depend entirely on your specific needs. A small, local social media strategy will cost a lot less than a full-blown, multi-channel international campaign.
Agencies typically charge based on scope, platforms used, and whether you’re seeking one-time services or ongoing support.
How Can I Take Advantage of Digital Marketing?
Hopefully, that cleared up some of your questions about how digital marketing can help your business. The next question is probably “how do I get started?”
Luckily, getting started couldn’t be easier. Just click the button on this page to compare prices from a range of agencies — in minutes.
The service is completely free, and there’s no obligation to commit. If you don’t find something you like, no worries — walk away at no cost.
FAQs
What’s the difference between digital marketing and traditional marketing?
Digital marketing uses online platforms like social media, search engines, and email to reach audiences with targeted, trackable campaigns.
Traditional marketing uses offline formats like TV, radio, and print, generally with broader reach but less precise targeting.
What types of digital marketing channels are there?
Digital channels include:
- Search engines (for SEO and PPC)
- Social media platforms (Facebook, Instagram, LinkedIn, TikTok)
- Email marketing
- Content marketing (blogs, videos, etc.)
Each one has unique strengths depending on your goals and audience.
What key metrics should I track in digital marketing?
Some of the most important are:
- Website traffic
- Conversion rates
- Click-through rate (CTR)
- Cost per click (CPC)
- Customer acquisition cost (CAC)
- Return on investment (ROI)
These help you monitor performance and adjust your campaigns as needed.
How does SEO help my business?
SEO boosts your visibility in search engine results, helping more people find your business organically. That means more traffic, stronger brand recognition, and potentially more sales — all without relying solely on paid ads.
How can I get digital marketing services for my business?
Simple — click the button on this page to access a curated list of UK-based agencies tailored to your business needs. It’s fast, free, and commitment-free.
