Welcome to Punchmark’s Digital Marketing Knowledgebase! We know that digital marketing is a complex and sometimes overwhelming topic, and we wanted to put all of the high-level definitions and our best practices in one place for you. We’ll also include examples that are specific to the jewelry industry so you can better understand what a real-world application of these practices might look like for you.
Digital Marketing Overview
Digital marketing is incredibly complex and very new compared to many other industries. The best practices are constantly shifting as search engine giants like Google constantly update their algorithms and social media marketing changes with new platforms, not to mention shifts in consumer behaviors and expectations. While physical mailers and billboards might still be useful, people are now spending hours each day on their computers and phones, and you can (and should) tap into that behavioral shift to attract new and younger clients and engage with your existing clientele.
So What is Digital Marketing?
Digital marketing is everything from making sure your website shows up on Google to using social media effectively. It is a very wide-reaching range of
Categories within Digital Marketing
We have broken down the Digital Marketing Guide into a few broad categories for ease of use. Some of the individual topics may have significant overlap, but we’ve done our best to categorize them according to how you might go about improving your digital presence.
Search Engine Optimization, or SEO: this is a huge category that covers everything you need to know about how help your website to rank within Google and other search engines. Within this section you’ll find topics such as how to use keywords, metadata, internal and external linking, URL redirects and broken links, and URL structure.
Paid Marketing Campaigns: if you’ve ever wondered about how to get the most from Google ads or social media marketing campaigns, this category deserves your attention. We’ll go over
How to Use This Guide
Each section page of the guide is broken down into four parts:
The first section is a high-level definition or overview of the term, concept, or subject of the page. Treat this as a good reference to refresh your memory on concepts or gain a basic understanding of the topic.
The second section is a deeper deep dive into the nuances and details. Here you will find more information and different ways that the same concept might be applied in a variety of scenarios or formats. This section will help you understand the specifics and go into detail about use cases and applicability.
The third section will highlight real-life examples, specifically within the jewelry industry. If you’ve read sections one and two and are still confused, use the examples to see each term or concept applied. This section is designed to help you understand how to execute each concept.
The fourth section contains some questions to get you thinking about where on your Punchmark site you might incorporate this concept followed by a checklist of action items. Use these resources to guide you in making decisions and deciding where to prioritize adding in this digital marketing concept.
Within each page, there will also be links to Punchmark pages within SiteManager where you can add or edit your existing settings to make your site more digital-marketing friendly. We will also provide links to external or third-party sites we find helpful as well as related episodes of our podcast, In the Loupe.
Still Have Questions?
Contact our digital marketing department by emailing us at info@punchmark.com and putting “Attn: Digital Marketing” in the subject line. We have a comprehensive list of digital marketing services provided in-house that you can easily add on to your Punchmark website. Please email us to schedule a consultation today!