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What is Digital Marketing?

What is Digital Marketing?

What Is Digital Marketing?

Digital marketing is the holy grail of business today. Your potential customers are on so many digital platforms getting information that’s influencing their decisions.

 

71% of customers who have had an excellent digital experience with a brand are likely to recommend it to others. You can’t sit back and expect everything to happen, but to leverage on this, you need to understand it.

 

What Is Digital Marketing?

Digital marketing includes a range of tactics and channels that you can use to connect with customers online. That includes advertising, email marketing, online brochures, social media posts, etc.

To push your business forward, you need to have a clear picture of your goals, the platforms that your audience frequent, the type of content they interact with, and how you can put yourself in there. Through those, you can create a marketing strategy that supports the right channels.

Getting the best results from digital marketing isn’t just about creating one content and leaving it; you need a marketing funnel and hard promotion. For example, if you create blog posts, your social media, Google and Facebook Ads, and email automation should promote those posts.

 

Digital Marketing Tactics That Work

 

There are tons of them, but I’ll give an overview of some of the most profitable ones.

Search Engine Optimization (SEO)

Before someone buys from you or contacts you for your service, there’s a high chance that they searched for you on Google to see more. Also, people are searching for things online every day. More than 63,000 searches happen per second. If you can optimize your website to show up on the first page of some of those searches, you’ll cash out a lot. These are the basics you need to take care of.

1.    On-Page SEO:

This has to do with the content on your website. Researching keyword volume, capturing the buyer intent of keywords, using the right LSI to tell Googlebot what you’re about, and having quality content that answers your visitor’s questions.

2.    Off-Page SEO:

This has to do with promoting your content. Having quality content is great but think of link-bait. If you get links from trusted websites, that shows authority and has more influence on your ranking than anything else. You need to get backlinks. Network with publishers, write guest posts and earn links

3.    Technical SEO:

This is the backend. While you might be able to bootstrap the other parts of SEO and gain grounds after some months, the technical part isn’t something that just anyone can handle. You’ll need to know how to minify codes, compress images, structure data, increase website speed, have good security, etc.

 

Content Marketing

 

This is the creation and promotion of content for brand awareness, growing traffic, and generating leads and customers. For content marketing, you can:

  1. Publish quality blog posts to showcase your expertise and generate organic traffic.
  2. Write ebooks and whitepapers to educate your website visitors, generate leads by getting their contact information and moving them through your sales funnels
  3. Provide visual content in the form of infographics
  4. Leverage social media platforms with posts and visual content

 

Pay Per Click (PPC)

PPC is paid ads where you pay for each click that your ad gets. Google Ads is the most common. Depending on the channels your target audience frequent, you might also find Facebook Ads, Bing Ads, Twitter Ads, and LinkedIn sponsored messages valuable. All those are forms of PPC.

 

Affiliate Marketing

Affiliate marketing works because people are more inclined to use your product/service when they hear kind words about it from a trusted third-party. That could be a blogger or registered affiliate marketers. You pay them to promote your products/services.

 

Marketing Automation

Automating your marketing is one big part of digital marketing. There are different forms of marketing automation that you should infuse in your digital marketing strategy:

1.    Email Automation

This is sending emails automatically to people on your email lists. You can get people in the lists from opt-in forms on your website, through offering a free offer, e.g., an ebook, etc

2.    Social Media Post Scheduling

Manually posting on social media several times a day can be tasking. You can automate the process and make it more comfortable with a social media scheduling tool. Get all your content ready once, push them through scheduled dates and focus on other tasks.

3.    Performance Tracking

Marketing automation helps you track the impact of your campaigns. If you use a useful marketing automation tool, you can get statistics on who's pushing what, how many people read your content, the engagements they have with it, and so on. That can help you plan your future campaigns better.

Email Marketing

Email marketing is a big deal in the digital marketing word. Both B2Cs and B2Bs benefit from it. You can use emails to promote your content, product/service discounts, events, follow up prospects, promote loyalty programs, welcome customers, and win back those who haven’t patronized you in a long time.

Online PR

What people say about your brand matters. You should look towards getting user-generated content, and do influencer, journalist, and blogger outreaches as well. Also, engage people when they talk about your business; be it a bad or good review, humanize it and either thank them or protect your reputation.

The Digital Marketers That You Need

As much as many brands like to bootstrap and handle things in-house, it's better to get professionals whose expertise is in the different digital marketing sectors to drive awareness and generate leads for your company.

Another good thing about getting a knowledgeable digital marketing firm is that they will focus not only on pushing you but also measuring KPIs that you might not know about. You’ll need the following:

  • An SEO specialist to generate organic traffic and push up your Google ranking.
  • Content marketing specialists in producing content, craft a content strategy, pull in visitors to your digital channels, and convert them.
  • A social media manager to establish posting schedules, create plans and posts, engage with the social media community, and generate follows impressions, likes, and shares.
  • Marketing automation personnel to create automation routes to increase open email rate, click-through rate, and conversions.

 

How Relevant Is Digital Marketing To All Businesses?

Many people will argue that digital marketing doesn’t work in every industry, but I beg to differ, regardless of what you’re selling, it’s relevant. The only time you might not need it is if your business is in a remote environment with no internet service.

As long as your target audience is online, you have to leverage on this value customer pull. However, the same strategy doesn't work for every business. You might read articles online on crafting your plan and might want to copy it all but don't. What works for company A might not work for company B. That’s why a digital marketing firm is relevant to helping you define the right strategies for your buyer persona.

B2Cs are most likely looking to sell online, pushing people to complete orders on e-commerce stores or take phone/social media orders. Those in this category should focus on attracting people to your website and have them become customers without needing to speak with you. Channels like Facebook and Instagram are more valuable here than LinkedIn.

 

 

 

 

 

 

 

 

 

However, B2Bs are more likely to need channels like LinkedIn where professionals come together to discuss, over Facebook. Your end goal is probably lead generation and pushing people toward speaking with a salesperson.

 

Benefits Of Digital Marketing To Today’s Businesses

Asides from getting income from your digital marketing tactics, it allows you to see results in real-time. For example, if you were running television ads, you can’t tell how many people paid attention to your ads. There’s no way to know if the ad is the actual cause of a sales increase/decrease. On the other hand, digital marketing gives you accurate results in real-time because there are tons of software for measuring the KPIs.

 

 

 

 

 

 

 

 

 

 

You can measure:

  1. Website traffic through analytics software - Google analytics is a popular one. It also shows you where your most traffic is coming from and from what keywords, thus helping you prioritize the right channels
  2. Trends and patterns in visitors behaviors. If most people coming to your landing page click on the same button, that’s telling you something. Also, if they ignore your website sliders or abandon carts after one pop-up shows up, that’s insight.
  3. Collect contact details of prospects and follow up which is much harder to do in offline marketing. You can offer a lead magnet, get them to submit their emails for a free offer - ebook, brochure, etc. and get emails that you can send targeted offers to.

 

How To Choose The Right Digital Content To Use

Given that the same type of content doesn’t work for each business, you need to choose right rather than copy. It all depends on your buyer persona. Create buyer personas based on demographics, goals, and challenges as related to your business. Aim to meet those goals and take away those pain points and think about content types that they will be most likely interested in.

If you create online stores for people for example, obviously, they are looking for ways to grow their stores, how to find profitable niches, platforms that work, etc. Map all of them down. Also, consider their stage of awareness.

Stages Of Awareness

 

There are five stages. Some people are totally ignorant of the problem you're trying to solve, some know the problem, some see the solution but don't know how to go about it, some know your brand, etc. In the awareness stage, the following might work:

  • Blog posts
  • Infographics
  • Videos

 

Consideration Phase

 

When they pass the awareness stages, they either move into considering you or going elsewhere. At this point, push in more content that makes them want to stay. Your brand messaging plays a huge role. Here, the following might work:

  • Ebooks
  • Email messaging
  • Webinars
  • Research reports

 

Decision Phase

 

Now, they have decided to buy from you but still need a wee-bit push. You’ll need user-generated content and social proof here. So, testimonials from past clients. Real people, possibly with a link to their websites, and case studies.

Digital Marketing Results: How Long Does It Take?

It depends. SEO work, for example, can take close to 9 months of hard work to see lots of traffic coming in. Paid ads take a much shorter time, depending on your budget and nailing down the right buyer persona. Quality content is also crucial to see reliable results.

How Much Does Digital Marketing Costs

It all depends on the results you’re looking to see and the elements you’re looking to add to your strategy. For example, if you’re focused on inbound content marketing, your investment might just be your time only. If you're outsourcing, then a bit of money comes in.

For paid ads, you’re paying for clicks/impressions. Then, it depends on the keywords and audience that you’re banking on, and the competition that you’re up against. Some are more expensive than others.

Digital Marketing Works Better When Optimized For Devices

Everyone’s raving now about mobile-first, and it’s for a good reason. More than 69% of digital media consumption in the US is done on smartphones. As such, you much ensure that your website is mobile responsive, your images are clear on mobile, your forms are short, and all things load well, if not you might be losing potential customers.

Also, check your website load time and Google Page Speed score, and optimize for users on mobile as well as desktop. It’s vital that they all have positive experiences.

Where are you in your digital marketing? Do you need help? Is there anything I missed? Reach out to us in the comments or contact us to discuss how to push your digital marketing to great heights.

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