5.4 Digital Marketing Essentials

• SEO (Search Engine Optimization): This means making your website appear higher in search engines like Google. Shopify explains that SEO “is the practice of optimizing your website content and structure to improve its visibility in search engine results”. In practice, this involves using relevant keywords people search for, creating helpful content, and ensuring your site loads fast and is mobile-friendly. For example, if you sell handmade soap, you’d use SEO to rank when someone searches “natural handmade soap.” Good SEO brings organic traffic (people clicking your site for free) by matching your content to what customers are looking for.
  
  

• Social Media Marketing: Platforms like Instagram, TikTok, and YouTube let brands connect with billions of users. They are not just for socializing – businesses treat them as marketplaces. For example, Instagram is great for photos and short videos (Reels) that show your products; TikTok is perfect for very short, trendy video clips; YouTube is the place for longer videos like how-to guides or vlogs. According to Search Engine Journal, social media user base exceeds 4.8 billion people worldwide (as of 2024). Brands use these channels to tell stories and engage fans (for instance, a fitness gear company might post workout tips on TikTok, or a beauty brand might do makeup tutorials on YouTube). Social marketing is powerful for building community and brand awareness because people spend many hours on these platforms.
  
  

• Digital Ads (Facebook, Google, etc.): Online ads let you target people precisely. Google Ads appear when someone searches for a keyword (e.g. “best running shoes”), so you reach customers ready to buy. Facebook and Instagram ads appear in users’ feeds or stories based on interests or demographics. You also have influencer collaborations: paying a popular social media personality to feature your product. For example, a gaming PC company might pay a YouTuber to review their computer, instantly reaching millions of viewers. These tactics can drive quick traffic or sales. The key is to tailor ads to the right audience: use high-quality images or videos, a clear call-to-action (like “Buy Now”), and align the ad with that platform’s style.
  
  

Public Relations (PR): PR is about managing your company’s image and communication with the public. It is especially useful for big announcements or reputation management. You use PR when you want to educate the public about a new product or cause, or when you need to handle a crisis. For example, when launching a new eco-friendly sneaker, you might send press releases to news outlets and bloggers to cover the story. The Motion Agency advises that a PR campaign can “aid in educating consumers about new offerings, brand/organization values and corporate updates”. Similarly, if a negative issue arises (like a product recall), PR helps clarify the situation. In PR, you might issue press releases, host media events, or reach out to journalists and influencers. Good PR raises awareness and builds credibility without direct advertising – it’s essentially earned media on purpose.