Digital Marketing 101: Fundamentals of Great Digital Campaigns

Digital Marketing 101: Fundamentals of Great Digital Campaigns

Big Ideas

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February 21 2018
Big Ideas

When you hear someone say the words ‘Digital Marketing’, what comes to mind? It’s a broad term covering a multi-faceted discipline.

Digital Marketing can mean anything from search engine optimization (SEO), search engine marketing (SEM), content marketing, e-mail marketing, social media, or any other online marketing tactic. We want to give you the low down, and help you understand each piece a little better.


SEO, or Search Engine Optimization, is the beacon needed for any website to earn its rank in Google search results. SEO is not one of those fast and easy things to do – and if anyone claims it is, don’t hire them. There are two main parts to SEO: the technical aspect and producing high quality content for your target market.

Firstly, from a technical standpoint, your website gets crawled by Google ‘spiders’ which determines how good your website is. To get fast rankings, you need to have a fast site. Why would Google want to show you a site that doesn’t load quickly? Another big part is making sure your website is mobile friendly. Broken links is another issue to make sure you avoid on your website. Ever notice those pages that you click on that say “Error 404: Page Doesn’t Exist”, yeah, avoid that. Technical SEO is a huge portion of what we do for our clients. If you need help with this, get in touch with us using the 'Contact Us' page above. 

The second way to gain strong SEO is producing fresh, relevant and high-quality content. The more people that enjoy your content, the more they will link to it from their own websites and share it on their social channels, getting you more and more views.

The more valuable your content is for your readers the more Google likes your site. Just remember that good SEO doesn’t happen overnight; it’s important to assess what your audience is looking for, then respond with fresh content on a weekly or even daily basis, especially if you just started your website.



Search Engine Marketing, otherwise known as SEM, is the perfect way to give your website a grand debut. It’s beneficial for established companies as well, but it REALLY works for those companies that are working on their long-term SEO. If you’ve ever typed anything into Google (which I know you have!), then you would have seen the 2 – 4 advertisements that always sit at the top of the page. Those advertisements are SEM ads! Google AdWords is the most popular tool for creating these ads. It helps people find your company when they are searching for something similar to what you offer but wouldn’t normally find if your rankings aren’t high enough on Google yet. SEO and SEM are the bread and butter of digital marketing, and you should definitely be doing both if you are running a business with a website.


Content Marketing

Content marketing is marketing jargon for giving your target market what they want! This is all the material that fills your website, social channels, and email lists with things your followers will get value from. Leveraging content marketing means not only creating new content, but also making use of old content in new and innovative ways. For example, write a white paper about a fascinating topic relating to your business. Turn that white paper into a more fun and engaging blog post. Then take that information and turn it into an infographic that you can share on social media. Maybe even make a video on it. Each consumer likes to digest content in different ways, so this is a great opportunity for you to reach all of them.


Email Marketing

Email marketing can be a great way to show consumers the content you created as part of your content marketing strategy that they may have missed. Studies show that email marketing is still one of the most effective tools for reaching and selling products or services to your target market. Planning out a successful email marketing strategy doesn’t have to be hard, but it does have to be done right.

Over the years Sherpa has mastered the art of email marketing. Check out this post to learn more about email marketing and how it differs from direct mailing.


Social Media

‘Digital Marketing’ includes in it’s pillars, the use of social media. Whether an organization uses an internal person or team to run their social accounts, or hires an agency like Sherpa, it is vital for businesses to be engaged with their targets and prospects. This Social Media Stats Infographic outlines some important trends on how Canadian consumers and businesses are using social media. The stats may surprise you! Social media strategies should differ on each platform, whether it’s Instagram, Twitter, Facebook, Pinterest, YouTube or maybe even Reddit, your business needs to first start with a high-level strategy and then determine tactics for each one.


Digital Marketing Tools

As a digital marketer, the above practices can be quite overwhelming. Especially if it is a small team of you working on ALL of it. As an agency we are constantly busy finding the best opportunities for our clients and developing new and innovative ways to do so. One thing that keeps us sane are the multitude of tools out there that can help save you time and stress.

John Deere Content Marketing
Google Analytics

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. It is extremely simple to set up and use to gain valuable information. This is a must have to every marketer!

Jello Content Marketing
AWR Cloud

AWR Cloud is a web-based rank tracking and reporting service, capable to deliver localized rankings with pinpoint accuracy. This is one of the most valuable tool in every SEO's toolbox.

Kraft Content Marketing
Simply Measured

Simply Measured is a social media analytics platform that simplifies end-to-end analysis of all social network activities of its users, whether it’s paid, owned, or earned.

 Learn about some of the tools we use here.

It’s rare that all these Digital Marketing skills exist in one person, and even if they did it would be nearly impossible to do a good job given how demanding each of them are. Therefore, here at Sherpa we like to hire experts in each field to make sure we are giving our clients the best. If you have any questions or thoughts about Digital Marketing feel free to comment them below.


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