Welcome to Punchmark’s Digital Marketing Knowledgebase! We know that digital marketing is a complex and sometimes overwhelming topic, so 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.
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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 to help your website to rank within Google and other search engines. Within this section you’ll find topics such as how to use keywords and key phrases, meta descriptions and title tags, internal and external linking and anchor text, URL redirects and broken links, and URL structure.
Paid Marketing and Advertising 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 overthe basics of paid marketing, targeted ads, and the differences between running ads on Google compared to Facebook or Instagram.
Social Media, Social Advertising and Outreach: building your online presence encompasses more than running ads and ranking on Google. Once a customer finds you, they should have ways to interact with your store in a variety of ways. Social media includes best practices for Instagram, Facebook, TikTok, Twitter, and Pinterest. We’ve also placed other outreach methods, such as newsletters and email campaigns, within this category.
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How many digital marketing touchpoints touch points did you count in this short tale? For Sarah to even find the store, she started with an internet search. The store’s website had to show up on the first page of results. Then, the store used targeted ads. Even though Sarah never clicked on the ads, the name became familiar to her. Once she recognized the name, she saw a local influencer post that prompted her to go back to the website. She created a wishlist and ended up on their email list. Using email, the store was able to incentivize her to send Tom to make the purchase.
Digital marketing isn’t about someone seeing your content and making a purchase immediately. It requires multiple touchpoints touch points across various platforms. If Sarah had found the website but never seen the ads, she may not have recognized the store name when she saw the Instagram post. If she hadn’t been able to create a wishlist, Tom might not have purchased a ring because he wanted to be sure it was the one she wanted. While everyone’s journey through the digital marketing pipeline is different, each touchpoint is important. Using a variety of strategies is therefore a must-do.
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