It’s no longer enough to invest in print ads or commercials; brands need to have an online presence as well. But which industries can benefit the most from digital marketing efforts? Chances are you’ve seen some of these brilliant marketing campaigns, and these brands definitely didn’t do it alone.

Keeping it in House

Is it too meta to suggest that the marketing industry can benefit from online marketing? Well, it’s true. With hundreds of algorithms determining what content is seen by consumers, a marketing company needs to stand out from the competition. The best way to do that? Have a strong digital marketing strategy that employs the following and more:

• Search Engine Optimization (SEO) 

• Pay Per Click Ads (PPC)

• Social Media Presence

• Email Campaigns (i.e. newsletter)

A good marketing company, like Gravitate One, understands that there’s more to success than mastering algorithms. There also needs to be an emphasis on the human connection. On their blog (HERE), Gravitate explains what that means, and how advertising needs to appeal to emotion while simultaneously analyzing data to optimize performance.

A marketing company that shows up at the top of a search engine results page (SERP) stands a better chance of being hired because they demonstrate they have the know-how to be seen. And that’s what a potential customer wants as well.

Industries that Need Digital Marketing Campaigns

Moving away from marketing companies tooting their own horns about marketing, let’s look at other industries that can see a lot of growth thanks to effective digital marketing.

The Healthcare Industry

Whether it’s a primary care physician, a plastic surgeon, or a nutritionist, the healthcare industry can benefit massively from patient marketing efforts. Consumers want to see before-and-afters, read trustworthy reviews about doctors, and have access to reliable information about a wide range of health-related topics. 

Since 2020, having online access to healthcare providers for things such as consultations or therapy has become practically essential. If a healthcare business can’t adapt to these changes, or doesn't know how to market these new offerings, they are lost in the shuffle.

Even if a healthcare-related business does manage to have an online presence, how do they stand out as a leader among a slew of choices? A brand becomes an authority on a subject by using the right keywords, integrating backlinks into its strategy, and creating well-organized content with some meat to it. There’s a lot more to it, but these basics are especially important in an industry where you could throw a rock and hit someone who claims to have enough medical knowledge to solve all your problems. If someone claims to have the remedy for your ailments but they only have an Instagram account as a credential, you probably want to do a few more Internet searches for someone with more clout.

Signs of a Brand’s Authority

When referring to a brand’s “authority,” it’s marketing-speak for how knowledgeable the business is, and how they share that with potential clients. For example, take a look at Barr Aesthetics, a Utah plastic surgeon.

While Barr Aesthetics does have social media accounts on both Facebook and Instagram, they do not rely on them as a sole source of information for clients. Dr. Barr’s website shares her educational credentials, her philosophy, before-and-afters, and information about procedures. It serves as a permanent resource for people considering surgical and non-surgical procedures, and is not at the mercy of the whims of social media (which often requires certain amounts of engagement for content to be seen). 

For Barr Aesthetics, time and money have been invested into the website and the blog to allow Dr. Barr and associates to demonstrate they are authorities in the industry. 

The Retail Industry

When was the last time you went into a store, gathered up an armful of clothing, and tried it all on in a dressing room? For a while during the COVID-19 pandemic, that wasn’t even a possibility! As a result, more of us resorted to shopping online and dealing with the hassle of either keeping things that don’t fit or returning them to the retailer.

Of course, long before 2020, it was crucial for a retail business to have an online store. Whether a nationwide chain or a niche boutique, consumers crave the convenience of online shopping. As a result, the retail industry needs to have a solid digital marketing strategy. As an industry flooded with options, implementing digital campaigns can make all the difference when it comes to being seen and getting conversions.

The Auto Industry

How many commercials have you seen during the holiday season in which someone receives a brand-new car with a big bow on it? Probably too many to count! The automotive industry has always relied on marketing campaigns, and with digital marketing, they can now target specific demographics with specific makes and models. It used to be that everyone who purchased a magazine saw the exact same advertisements, regardless of their personal interests (beyond the magazine itself, of course). Now, when consumers read online articles, the ad breaks they scroll through are tailored to their online search history.

This means that if a car is going to be advertised online, it can appeal specifically to the reader: a rugged vehicle for the outdoorsy person; an eight-seater for the parent with young children; a luxury vehicle for the person with expensive tastes. All the data collected about the individual can be used to help auto retailers fine-tune the online ads they generate, which may result in higher conversion rates.

Business to Business (B2B)

We’ve mentioned several business-to-consumer businesses (B2C), but business-to-business businesses also need digital marketing campaigns. They need to partner with a knowledgeable marketing company to share how their solutions can meet consumer needs. For example, a company that sells inventory software needs to have an effective digital marketing campaign so other businesses will invest. A company like Medicare CU, which sells Medicare solutions, benefits from digital marketing so credit unions will partner with them (otherwise, how else will a demographic that doesn’t really use computers learn about Medicare CU’s offerings?). These B2B partnerships can make or break a brand because it can be the difference between exposure and oblivion. 

No matter what industry you’re in, it’s more than likely that a well-researched digital marketing plan can make a positive difference. Right now, consumers are doing over 73% of their search queries on Google, which means ranking with Google is imperative for businesses.