If you’re like most successful business people, you have a pretty good sense about your company’s finances. You also know your customer base and what products and services they need. Marketing, however, is one area that might cause you to pause.

That’s understandable, especially with today’s emphasis on digital marketing. In the past, all companies had to do to attract attention was put a sign out front and run an advertisement in the local newspaper with a coupon.

Times have changed. The vast majority of newspaper subscriptions are now online. Few people get a physical paper delivered to their doorstep anymore and even fewer of them cut out paper coupons.

Businesses have moved online and so have their marketing efforts. So, what does that mean for your business?

First, you’ll need to figure out the best way to reach your customers with your message. Four effective digital marketing techniques include:

SEO (search engine optimization)
Social media marketing
Email marketing
Pay-per-click marketing

Many businesses use a combination of these techniques to provide as much exposure to their products and services as possible. Let’s examine a few of these a little more closely.

Search engine optimization
Everyone does Google searches – many of us several times a day. SEO is a strategy where you insert known popular search words into online content. For example, a blog on spending a weekend in Las Vegas may have key phrases like “hotels in Las Vegas” or “things to do in Las Vegas” throughout the copy.

That way when a person planning a trip types in “things to do in Las Vegas” in the search engine, the company’s blog has a better chance of landing in the top search results and put in front of the reader’s eyes.

Social media marketing
This tool is fantastic for sharing information about your business to people who “like” your company’s page. On platforms such as Facebook, Twitter and Instagram, you can post last-minute specials, advertise upcoming programs and share fun facts with fans who already like your business.

Paid sponsored Facebook ads are great way to expand your base of followers by targeting specific demographics or geographic areas. A $50 ad, for example, can get hundreds or people to engage with your post and you invite them all to like your page as well.

Email marketing
Often when people complete paperwork or enter a contest, the form asks for an email address and approval to opt in to an email marketing list. You can compose an email message (there are several design programs that make this easy) and send your message directly to your customers. The key with email marketing is the subject line, which entices people to open the email and read it.

Pay-per-click marketing
This technique works similarly to traditional newspaper ads, but online. Your ad appears next to a news story and readers have the option on clicking on it to learn more. One click takes them your website to close the sale.