Free educational resource

Digital marketing, explained simply.

A plain-language guide to how businesses reach people online: search engines, ads, social media, email and measurement. Read it at your own pace. Nothing here is for sale.

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What is digital marketing?

Digital marketing is any effort to reach and inform customers through online channels. Unlike a billboard, most online activity can be measured, so you can see what works and adjust.

Owned

Channels you control

Your website, blog, email list and social profiles. They take time to build but cost little to keep running.

Paid

Channels you pay for

Search ads, social ads and display ads. They bring visitors quickly, but traffic stops when spending stops.

Earned

Attention you earn

Reviews, shares, press mentions and word of mouth. These follow good products and good service.

The main channels

Most businesses combine a few of these. Each suits a different goal and budget.

Search engine optimization (SEO)

Improving your website so it appears in unpaid search results.

  • Write pages that answer real questions
  • Keep the site fast and mobile-friendly
  • Results build over months, not days

Search advertising (PPC)

Paying to appear when people search for specific terms. You pay when someone clicks.

  • Choose keywords that show buying intent
  • The landing page must match the ad
  • Set a daily budget and review it weekly

Social media marketing

Building an audience and running ads on platforms like Facebook, Instagram, TikTok and LinkedIn.

  • Pick the platforms your customers use
  • Post consistently rather than constantly
  • Ads can target by interest and location

Email marketing

Sending useful messages to people who chose to hear from you.

  • Only email people who opted in
  • Always include an unsubscribe link
  • Often the highest-return channel

Content marketing

Articles, videos and guides that help your audience and build trust over time.

  • Teach rather than sell
  • Reuse one idea across formats
  • Supports both SEO and social

Analytics & measurement

Tracking what visitors do so decisions rest on data, not guesses.

  • Define one main goal per campaign
  • Track conversions, not just clicks
  • Compare results month over month

A simple way to get started

If you're new to digital marketing, these five steps give you a solid foundation.

  1. Know your customerWrite down who they are, what problem they have and where they spend time online.
  2. Set one clear goalMore enquiries, more sales or more sign-ups. Pick one and make it measurable.
  3. Get your website readyClear contact details, honest information and a privacy policy. Visitors and ad platforms both look for these.
  4. Start with one or two channelsDoing two channels well beats doing six poorly. Add more once the first ones work.
  5. Measure, learn, adjustReview results regularly, keep what works and stop what doesn't.

Glossary

Common terms you'll see in marketing reports and ad platforms.

CTR (Click-through rate)
The share of people who saw an ad or link and clicked it.
CPC (Cost per click)
The average amount paid each time someone clicks an ad.
CPA (Cost per acquisition)
What it costs, on average, to win one customer or lead.
ROAS (Return on ad spend)
Revenue earned for every unit of currency spent on ads.
Conversion
A completed goal, such as a purchase, sign-up or enquiry.
Landing page
The page a visitor arrives on after clicking an ad or link.
Impression
One display of an ad or post on someone's screen.
Retargeting
Showing ads to people who have already visited your website.

Frequently asked questions

Quick answers to common questions about digital marketing.

How much should a small business spend on digital marketing?

There's no single right number. Many businesses start with a small test budget, measure results for a few weeks, and increase spending only on what brings customers.

How long does SEO take to work?

Usually several months. Paid ads bring traffic sooner, which is why many businesses use both.

Do I need to be on every social media platform?

No. Focus on the one or two platforms where your customers are most active.

Why do ad platforms reject or suspend ads?

Common reasons include landing pages that don't match the ad, missing contact or policy information, misleading claims, or redirects that show different content to different visitors. Each platform publishes its advertising policies, and reading them before launching saves time.

Can I buy services from this website?

No. This website is purely informational. We do not sell products or services here and do not take payments.

Information only. The content on this page is general educational material about digital marketing. It is not professional, legal or financial advice. Always check the current rules of any platform you use.