Pink Pine’s Guide to Digital Marketing

Where to start with digital marketing

Guide to Digital Marketing

Welcome to our Guide to Digital Marketing! We wanted to write an overview of the key steps and considerations that companies need to understand before implementing their marketing strategy. If you have any questions after reading, please feel free to reach out to us!

What is digital marketing?

Digital marketing refers to the use of digital technology to promote products or services. It can be used to attract new customers, retain existing customers and increase sales. Digital marketing can be used for anything from business-to-business (B2B) companies, consumer brands, retailers and non-profit organisations. It is relevant for any type of content – be it video, audio or text. So whether you’re looking at how best to promote an event or to generate leads for your company, digital marketing can help you achieve your goals.

Digital marketing is an effective method for reaching new customers and engaging with existing ones.

Digital marketing is a way to reach customers online, engage with them and create awareness of your brand, products or offering. It is one of the most effective ways to generate leads, sales and new business opportunities.

Guide to Digital Marketing

Let’s take a look at why digital marketing is so effective:

  • It’s low cost relative to other forms of advertising. It can be done on a very small budget and requires no physical media.
  • It can be effectively tailored to your target audience and their needs.
  • It’s easy to measure results and ROI.
  • From social media marketing to SEO, there are many different ways to use digital marketing.
  • You can retarget ads to people who previously expressed interest in your product, service or ad.
  • Digital marketing allows companies to tell a story to existing and potential customers that encourages them to feel an affinity with the brand.

How does digital marketing work?

Digital marketing is a broad term for all of the different ways that businesses can use technology to reach customers, market their products and services and increase sales. Digital marketing includes search engine optimisation (SEO), social media marketing, email marketing, display advertising, video advertising and more.

Today, digital marketing encompasses a wide range of strategies and tactics. It’s no longer sufficient to just have an online presence. Companies need to build their brand online through the different channels available. Digital marketers can also use tools like Google Analytics to track the performance of their efforts in detail. This is something that traditional, offline marketing struggles to compete with.

Who is digital marketing useful for?

Digital marketing is for everyone. It’s a powerful way to reach customers, whether you’re in the same town as them or halfway around the world. Digital marketing is a great option for reaching people who might not otherwise be exposed to what you have to say.

Step 1 – Create a Marketing Plan

Before you start, it’s important to define the problem. It’s easy to get caught up in all the excitement of your new project and start building things without really thinking about what you’re trying to accomplish.

That’s why it’s so important that you spend some time thinking about what your goals. How do they fit into the bigger picture of your business? Your marketing plan should be based on these goals – not the other way around.

When setting these goals, be ambitious but realistic. Instead of focusing on short-term wins like getting lots of likes on Facebook or increasing traffic by 10%, think about how each step will help build toward something bigger. For example, launching another product within six months or bringing in enough revenue so that a full-time employee can join the team.

Step 2 – Know Your Audience And Their Needs

The second step to digital marketing is knowing your audience and their needs.

You might be thinking, “of course I know my audience.” But do you really? Do they know who you are and what you do? If not, then there’s no way for them to understand how their lives would be better if they used your services or products.

Know the needs of your audience by asking questions like:

  • What does the average person in my industry need or want?
  • What problems does my product/service solve for them?
  • How can we create a need that people will pay us money for?
  • Who is my target market? How will the answer to this question shape the marketing activities?
Understanding your audience

Step 3 – Choose A Platform

Once you’ve decided to go digital, the next step is choosing a platform.

  • Consider your marketing goals and budget.
  • Decide which audience you want to reach and what platform they’re most active on.
  • Determine how much time you have available for this project (and how you’ll find the resources to action it).

We’ve gone into detail about some of the main advertising channels below.

Facebook Advertising

Facebook advertising is a great way to reach people who are interested in what you have to offer. It’s easy to set up and can be incredibly cost effective.

Here’s how it works:

Facebook allows you to target your ads to people who fit your ideal customer profile, based on their interests, demographics, and location. These ads will then show up in their newsfeeds and other linked platforms. They then take the actions that you want them to take, such as clicking on your link or visiting your website.

The benefits:

The benefits of Facebook advertising for businesses include the fact that it isn’t intrusive like TV commercials and print ads can be. It allows businesses to get their message out with minimal effort and can be targeted at specific audiences. With Facebook’s analytic tools, it’s easy to monitor and measure results.

It’s important to remember that Facebook ads are just one part of your overall marketing strategy – but they’re an incredibly powerful part. If you’re trying to boost sales or grow your audience, Facebook ads could be the tool that helps you do just that!

Google AdWords

Google AdWords (Google Ads) is an advertising platform that lets you show your ads to people who search for keywords related to your business.

You can choose the keywords and phrases you want to target and then set a budget. Google will deliver your ads to people who are searching for those terms.

When someone clicks on one of your ads, they’ll be directed to a landing page on your website where they can learn more about your business or make a purchase.

Google AdWords lets you target specific audiences based on location, language preferences, device usage (mobile vs desktop), time of day, and more.

You can also take advantage of many other features such as remarketing, which shows ads to people who have already visited your site but haven’t converted yet. This allows you to keep in touch with potential customers and get them back into your store or website!


Search engine optimisation (SEO) is a process that improves your website’s visibility in search results. The goal is to make your site as visible as possible, so that when people search for what you offer, they find your website first.

The first step in SEO is identifying what keywords you want your content to rank for. The more specific your targeting, the better the chances that someone looking for a specific product or service will find your site through Google. Once you’ve identified these keywords, it’s time to create content around them – and make sure that content is well-written, interesting and informative!

In addition to improving search engine rankings, SEO can also increase sales by making it easier for potential customers to find what they’re looking for on your site.

With the right SEO strategy, your business can reach a brand new audience who didn’t even know they wanted your services. Once they do start thinking about it, they’ll be happy they found you!

Email Marketing

Email marketing is a great way for businesses to reach their audiences and get their message out. It’s an incredible tool for engaging with customers, building brand loyalty and getting customers to return to your site or buy from you again.

Email marketing works because it gives businesses an opportunity to build relationships with their customers. By sending out emails that are relevant and timely, they can encourage people to come back to their site or buy from them again. When done well, email marketing can be highly effective at driving sales, increasing engagement, and building brand loyalty. All things that are essential for any business hoping to thrive in today’s competitive marketplace.

Step 4 – Create Content That Reaches Your Audience At Their Point Of Need

Content is key. It’s what your customers want, and they want it now. But if you’re not creating the right kind of content, then no one will see it – and that means no sales for your business!

The best way to make sure that happens? Make sure each piece of content your company produces fits these criteria:

  • Relevant – Your customers are looking for answers about a problem or question they have right now (or at least soon). So make sure whatever information you’re providing them with is relevant to their needs at this very moment in time.
  • Linked – You want to make sure that all content links back directly back into your site so people can wither sign up, make contact, or make purchases.
  • Shareable – Is this content being produced something that the reader might want to share with their peers? Word of mouth can still be a very powerful marketing tool.

Responsive web design

Having a focused and detailed marketing campaign is great. Getting people to click on your content can be the hardest part. But what happens if they reach your website and it doesn’t match up in terms of design, usability or responsiveness? That person will quickly loose interest and leave your site. This means you’ve just wasted money on that click, and lost a potential lead too! You need to make sure you have a functional, design-led website that will generate the sales and leads that you’re aiming for through the marketing campaigns that you’ve spent so much time on.

Responsive Web Design

This all sounds great, but where do I start??

This is where Pink Pine Media comes in. We guide you through all the steps above and then have the expertise to make it all happen. Whether it’s starting from the beginning in helping you with brand creation, right through to executing highly-relevant campaigns that result in leads and sales. We bring all this together by building highly-visual, responsive websites that are targeted towards your ideal customer and are proven to convert. We say that you can think of us as an extension of your business. A highly-skilled team of strategists, web designers and marketeers who want your business to succeed, just as much as you do.

Check out our services page to learn more about what we do.


We hope you enjoyed our Guide to Digital Marketing! Digital marketing is a powerful tool for businesses to use. However, it’s important to remember that it’s not the only one. You can still reach customers through traditional methods like advertising in newspapers or on TV. Those channels are still very effective today. The key is understanding which type of marketing strategy works best for your business. This will allow you to continue growing, while staying competitive in an ever changing world!

Get in touch with us today to discuss your project – we’d love to help! Email or fill out the form below and we’ll be in touch shortly.

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