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Digital media is an effective tool in helping to build a high profile for your brand - and the best thing is, you don't have to spend the large sums of money required in television and newspaper advertising. The primary ways digital media can be leveraged to build your profile are through the use of content marketing and data-driven, targeted advertising.

Content marketing

Content marketing can be used to build organic followers and genuine engagement. The best thing is, it doesn’t have to cost anything. The keys to effective content marketing are keywords, SEO, and high quality. Various different mediums of content can be used depending on the audience you are looking to reach. Types of content include blogs, podcasts, photos, and videos. If these are well produced, with excellent use of keywords and SEO, they will quickly be picked up by search engines, helping bring a wider audience to your content and the products and services you have to offer.

Data-driven advertising

Social networking websites, such as Facebook, Instagram, and Twitter, allow for highly targeted advertising. You can define your audience by location, age, gender, income bracket, or - even better - by their likes and interests. This can greatly reduce the costs involved in advertising, as you will not be paying for adverts to be seen by people who have no interest in your business or organisation. The use of targeted advertising requires an analysis of the available data to define your target demographics and ideal customer. Many free tools are available to help you with this. The key programme to use is Google Analytics, which will provide you with a breakdown of all the visitors to each page of your website. This includes information such as where they are located and whether they are accessing your site from a mobile or a desktop. There are many other useful tools available for use. Hotjar, for example, provides all manner of useful insights and has a free plan.

Creating high-quality content, and using targeted, data-driven advertising will help you build your profile on a limited budget.

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