There’s no doubt that the pandemic has caused a lot of businesses to make changes to their marketing strategies. Some who still relied on traditional marketing were either forced or voluntarily embraced digital marketing to help their business stay alive. But, really, there's no reason to stay behind as digital marketing is simply marketing done online. Digital marketing strategies are a plan of action or a series of actions that businesses do to achieve their company objectives. Digital channels are varied, and it's up to the business owner to choose which one is the best for them. Either focus on one channel or use multiple channels at the same time. A well-planned digital marketing strategy is able to help the potential customer go through the buyer’s journey and eventually share important details such as an email address in exchange for a freebie or to make a purchase. It also helps businesses to engage with their audience, understand them more, produce better content, improve conversion rates, and generate higher revenue. It would be best if you considered many considerations when choosing the right digital marketing channel for your marketing campaigns. Every business is different. Digital marketing channels also differ in their reach, way of engaging, and results. Here are some factors to consider: Your company assets useful for digital marketing Your brand Budget Your target audience Business goals As we’ve reached the second half of the year, here are some digital marketing strategies that have worked during the first half and will likely work well in the near future: 1. Live video marketing Utilize the power of video to your advantage. Recently, this has become one of the most powerful marketing tools out there. It easily captures the short attention spans of people, sparks interest, and immediately drives traffic or more audience to businesses' other channels such as websites, social media accounts, and landing pages. If you collaborated with influencers and streamed via large LED or LCD screens throughout different locations, the effect becomes more pronounced. People tend to embrace brands or products that are reviewed or endorsed by people they admire. There are some reasons you should consider including live video in your marketing. It is interactive and gets ten times more engagement than video on demand 80%prefer watching live videos over reading a blog content Has a larger audience reach compared to Facebook or email marketing 2. Content marketing Content marketing has been around for ages. Compared to ads that are advertorial, content marketing is more informative or educational. It is providing information that your audience is looking for. The focus is more on them and less on you. The trick is to post content that is useful for your audience, but at the same time, it should be informed that no one else is offering. The content you create should also be aligned with your goals. Any business's goal is to sell, but in content marketing, the selling is less aggressive. Brand awareness and providing useful content should be the focus. 3. Email marketing Email marketing is a direct form of marketing as emails are sent to people who have chosen to get with you, so they are more open to open your messages and more likely to purchase from you. One of the things you'll need to make this work is an email list. Most lists are grown by offering free content in exchange for an email address. This makes people in an email list pre-screened and open to your offers or newsletters. They may even look forward to your emails in their inbox on specific days, so it is good practice to have a schedule for sending out emails. Treat them as your loyal followers. 4. SEO (Search Engine Optimization) In simple terms, SEO is making your site or page rank in Google or other search engines by making it authoritative or interesting. The result of improved ranking is more visitors to your website. SEO is not voodoo or the dark arts, as some might jokingly say, as it may not be easy to understand. With all, is technical, at its core, the objective of SEO is to provide information for people who need it. Other than fixing your website's technical SEO, create content that will solve people's questions and problems. If you do this, the more likely that search engines will see that you are relevant and put your content in front of the people who are searching for them. 5. Social media marketing This is probably the most affordable digital marketing channel you can use to promote your business. Individuals spend most of their time on social media, especially in times of quarantine or lockdowns. It's the most accessible and easiest way for people to stay connected to other people, be it people they personally know or celebrities they like to follow. Create posts that will let your audience know about what’s new with your brand. Engagement is not all about selling posts that can be useful to your audience that doesn't cost anything and will let them know that you're thinking of their well-being. This is one way of keeping your business connected to your audience, and you'll likely come to mind if they ever need your product or service in the future. 6. Pay-per-click ads (PPC) More people now choose to stay at home and order anything they need instead of going out and traveling to physical stores. If they don't find the products that they're looking for in marketplaces, they'll try searching on Google, Bing, Yahoo, or Facebook. If you invest in ads, the chances are good that people who are looking for your product will find you. Put your business before your prospects. PPC ads are more than just Google. There are Youtube, Instagram, and Facebook ads. Research where your audience is hanging out, then focus on running your ads on those platforms. Digital marketing may be overwhelming for those who are only starting with it, but with recent developments that are threatening the existence of almost any business, digital marketing has become essential. Now that every business is using it to become competitive as a business owner, you need to embrace some aspects of digital marketing. Since it has multiple strategies and options, it is open to experimentation. Different apps and tools are continuously developed. At this rate, you'll never run out of new things to try out to further promote your business.