What it is not:

Digital marketing is not a fix for a broken product, sales funnel, website, brand, etc. No ad or promotional campaign can save a crumbling foundation.

What it is:

Digital marketing can be the catalyst that energizes your business and helps you reach unprecedented levels of exposure if you have a business that works. Done correctly, digital marketing can be a scientific-based process of testing, measuring, and repeating steps that help you get better and better at finding and serving customers.

When you think about what you can and cannot do online, there are three main goals of digital marketing:

• Build an audience
• Convert this audience into customers
• Retain those customers