What is Digital Marketing?

Every day, in every way, the internet changes everything we say and do and what others say about us.

How we shop.

How we research.

Offline marketing isn’t as effective as it used to be.

Your business must be online to exist.

Digital marketing is every aspect of building your brand online.

What is the Role of Digital Marketing?

Email Marketing

Email your customers and prospects.

Don’t be pushy unless you’ve promotional content.

Be useful. Help your customers by sharing what you know.

Systemise welcome and thank you emails.

This is the most cost-effective way to build business with your customers and keep top of mind with prospects. 

Online PR

Online public relations secures what’s termed ‘earned’ online coverage.

You earn the right to be cited by another website on the merits of your editorial.

Get your business mentioned in features, guest blogs, guides etc on content-based websites. 

It used to be ‘get your name in the papers’.  But those papers are now online. Now it’s ‘get mentioned online’.   

Social media marketing (SMM)

Social media marketing promotes your business and your content through channels such as Twitter, Facebook, Instagram, LinkedIn, WhatsApp and YouTube. 

Use SMM to:

  • Increase your brand awareness
  • Drive traffic to your website
  • Generate sales leads
  • Build relationships
  • Better serve your customers.

Search engine optimisation (SEO) 

SEO adjusts your website so that you rank higher on Google (other search engines are available) and get more organic traffic.

To do this, you need content which makes you stand out.

Your ‘DNA’ is the golden thread running through every piece of content which affects your google rank.

Each piece of content needs relevant key words (or tags):

  • Website copy
  • Blogs 
  • Picture
  • Infographics
  • Videos
  • How well you answer your key prospects’ questions using specific industry jargon.

Pay-Per-Click advertising (PPC)

You can pay a publisher for every time one of their visitors clicks on a link to you.

PPC drives traffic to your website in exchange for a ‘bid’.

Most people know of Google ads – the most common PPC.  

You set a price per click which will determine your click-through rate (CTR).  

PPC is most effective in conjunction with other digital marketing strategies.  It’s expensive to rely on PPC for website traffic. 

Landing page marketing

A landing page is any web page on which visitors first land when they arrive at a website. 

Tailoring your website landing pages increases conversion rates.

You determine what ‘conversion’ means.  For Kinetic it’s when you sign up to ‘tell me more’.  For you it may be a call or an order.

Landing pages work best when they:

  • Ring true with your website visitors
  • Give further information about your particular initiative, product or service
  • Engage with compelling content which keeps them reading, screening, studying, watching, listening. 

Is digital marketing important for all businesses?

Every business will find digital marketing valuable.

Every business needs customers and digital marketing finds you new ones by:

  • Making prospects aware of your business
  • Being useful by sharing what you know
  • Building trust in your business 
  • Demonstrating that you know what you’re talking about
  • Generating sales leads.


For these reasons, your digital market content needs to be unique to your business.

Whether on the content is on your website or another’s and whether you’re B2B or B2C :  

  • B2B (business to business) should focus their digital marketing efforts on:
    • Generating leads
    • Raising brand awareness
    • Building credibility in their field
    • Attracting and converting high quality leads.
  • B2C (business to consumer) should focus on:
    • Building and honing the buyer journey – from the moment the customer first becomes aware of you and researches your company, to the moment of purchase
    • Ensure each step satisfies your customer needs.

How much does digital marketing cost?

How much you spend on your digital marketing strategy depends on:

  • What you’re trying to do 
  • How much you invest.


Low cost campaigns comprise:

  • Email marketing
  • Social media marketing
  • Landing page marketing.


But you need your DNA right to maximise your return on investment because your DNA makes your content:

  • Engaging
  • Interesting
  • Valuable.


You need to invest significantly more with:

  • PPC
  • SEO
  • Online PR – to generate editorial or paid for spots.


Digital marketing is a valuable tool for any business.  

Whether you’re looking where to start a campaign or raise your return on investment, we’d love to talk with you about how we’d make a step change.

What is the role of digital marketing?

Digital marketing (SEO, landing pages etc):

  • Increases website traffic
  • Raises brand awareness
  • Builds credibility
  • Answers buyers’ questions
  • Keeps buyers’ interested in you
  • Increases sales. 


Email marketing, social media marketing and online PR combine to build your brand awareness, credibility and website traffic. 

If a customer sees your business as credible, trustworthy and reputable, they are more likely to purchase from you. 

Is digital marketing important for all businesses?

Every business needs to have an online presence.

Even if you rely on passing trade – like a café, restaurant or pub – where can I find out how to find you or your opening hours?

Case studies and testimonials

Our Services


Digital marketing solutions to improve your business’ online visibility, raise brand awareness and share compelling content which engages your target audience.


Content marketing solutions to create and share valuable, engaging content on a regular basis to a clearly defined target audience. Helping you to build close relationships with prospects through compelling storytelling.

Social Media Marketing

Social media marketing strategies to raise your business’ online profile, give you a real insight into your potential customers and build your brand credibility.

Internal Communications

Programmes to instil your culture and get your whole team ‘on the same page’. Engage your team. Maximize team performance and deliver your business strategy effectively.

Crisis and Issue Management

Your reputation is fragile. Have a plan in place to protect your reputation should disaster strike. Work that plan and communicate effectively to limit any damage and maximise opportunity.