When marketing a brand digitally, you first need to build your webpage, mobile app, or other location in which you want your prospect to visit to learn more about your products and services. Second, you want to utilize lead generation techniques, or inbound marketing, in order to drive your prospects to visit your website or mobile app to learn more about your offerings and convert them into making a purchase.


Digital marketing is a term for marketing products or services using digital technologies. When a company’s website makes a good impression and provides visitors the information they need, it can make a significant impact on the amount of business your company can generate. This is why it is important to take the time to plan it correctly. For instance, have you determined who your target is and what the goal is of the visitor when they arrive at your site? Have you identified how you will stand out visually from the competition? Do you know what content is essential? Do you know how you will convert a prospect to becoming a customer? Do you know if the design needs to be mobile-friendly? These are just some of the questions that will need to be identified when you create an effective site. Here are the primary stages.

  • STEP 1: STRATEGY – Determine your target and unique messaging.
  • STEP 2: SITEMAP – Determine the webpages relationship to each other.
  • STEP 3: WIREFRAMES – Skeletal framework used to plan structure & functionality.
  • STEP 4: CREATIVE – Creative templates establishing the site’s look and feel.
  • STEP 5: PROGRAMMING – Developers program the site using the creative templates.
  • STEP 6: TESTING / QA – Before launch, test to assure the site is working properly.

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Lead generation is the process of attracting prospects to inquire about a business. The more leads a company attracts, the more likely the business will improve its sales. The tactics used to attract leads to a company’s website, also known as inbound marketing, not only improves the chances of converting a prospect into a customer, but these individuals are more likely to become brand advocates. Once you have your website completed, you will want to use some of the following techniques to drive traffic to your site to learn about your company.

  • Content Marketing
  • Social Media Marketing
  • Search Engine Opt (SEO)
  • Email & Newsletters
  • Analytics

  • Landing Pages
  • Opt-In Forms
  • Microsites
  • Display Ads
  • Retargeting

  • A/B (or Split) Testing
  • Heatmap Testing
  • Native Advertising
  • Referral Traffic
  • Paid Search