Digital Marketing is a blanket term used to describe any type of marketing that is done through the use of electronic devices or the internet. Businesses leverage digital channels such as search engines, social media, email, and their own websites to connect with current and prospective customers.
Digital Marketing is defined as the marketing of products or services using digital channels to reach consumers, the key objective of which is to promote brands through various forms of digital media.
Digital Marketing extends beyond internet marketing to include channels that do not need the internet to function.
Digital Marketers will often have a clear picture of how each from of digital marketing can support the long-term goals of their respective client. Depending on goal of the goals of their marketing strategy marketers can utilize both free and paid channels to support a larger campaign.
Let me give you a quick rundown of common digital marketing tactics, and the channels that are involved in each one.
Social Media Marketing
This is used to promote your content and engage with potential customers on social media channels.
Allowing you to increase brand awareness, generate leads, and improve customer experiences. That channels that you can use in social media marketing include
- And Many More
Search Engine Marketing
Pay Per Click (PPC)
A method of generating traffic towards your website by paying a publisher every time your ad is clicked.
A popular type of PPC is google adworks, which allows you to essentially pay for a top spot on googles results page at a price for every click your ad gets. Other channels that support PPC include.
Search Engine Optimization. (SEO)
Or Pay Per Click (PPC)
This is the process of optimizing your website to ‘rank’ higher in search engine results pages, this is helpful because it increases the amount of free traffic your website receives. Look for a Stand Alone Article about SEO for more info.
A form of marketing that involves the creation and sharing of online material with the explicit purpose of generating interest in its products and services.
This can be helpful in generating brand awareness, or growing your website traffic among other things.
This refers to software platforms and technologies that were designed for marketing departments to allow easier advertising through repetitive automated tasks. This allows certain tasks to be repeated as specified for things such as.
- Email Newsletters
- Social Media Post Scheduling
- Contact List Updating
- Lead Nurturing Work Flows
- Campaign Tracking And Reporting
This is an effective strategy that companies utilize to keep in contact with their audiences. Emails are often used to promote specific content, discounts, or events.
It can also be used to direct prospective customers towards your website. Common examples of this include.
- Blog Subscription Newsletters
- Follow Up Emails To Website Visitors Who Downloaded Something
- Customer Welcome Emails.
- Holiday Promotions
- Tips Or Similar Series Emails For Customer Nurturing
Native Marketing involves using paid ads that don’t really look like paid ads.
Instead they will typically look like a normal post that you see a hundred times a day, usually found in social media feeds, or as recommended content.
Affiliate Marketing is a kind of performance based marketing that involves one business paying another a commission in return for promoting their products or services on your website.
What Does A Digital Marketer Do?
Digital Marketers are in charge of increasing brand awareness, and generating as many prospective customers as they can, by utilizing all the digital channels at their disposal, both free and paid.
These channels are likely to include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
Digital Marketers tend to focus on a different key performance indicator (KPI) for each individual channel to better understand and measure the company’s performance across each platform.
Digital Marketing is carried out across many marketing roles today. In large companies each tactic may have a separate expert that is well versed in that specific type of utilization, while smaller companies might have one jack-of-all-trades to cover all their bases.
Can Digital Marketing Help Your Business?
Digital Marketing is a great thing to consider for any business, regardless of what you may sell.
Digital marketing helps with building relationships with your customers, and finding out what your audience’s needs may be, as well as creating valuable online content.
Of course that doesn’t mean that all businesses should utilize digital marketing in the same way.
Business-To-Business Digital Marketing. (B2B)
If your primary consumers are other businesses than your digital marketing goals would tend to focus on lead generation, with the final step being getting someone to call a salesperson.
Therefor your marketing strategy would be to bring the highest quality leads possible to your salespeople through your website and supporting channels.
A business focused channel such as LinkedIn could prove very helpful for this kind of marketing.
If your business caters more to your average consumer, than your strategy might involve attracting people to your website and have them become customers without ever speaking to a salesperson.
For this reason you wouldn’t want to focus on lead generation in the traditional sense and instead try to make a more enjoyable buyer experience.
From the time someone lands on your website to the point that they make a purchase, you want to ensure that your customers have as good an experience as you can provide.
So focusing more on the features of your products is a necessity. Image based platforms such as Instagram and Pinterest can be indispensable for these types of businesses.
Benefits Of Digital Marketing
The great thing is that unlike offline marketing efforts when it comes to digital marketing you can tell exactly which of your tactics is generating the most business.
An example would be if you put an ad in your local newspaper, you would have no way of knowing how many people flipped to the page your ad was on, nor how many called based on that. (Short of asking them yourself.)
However with digital marketing that are countless tools that can keep track of things just like that
The Type Of Content You Should Create
The kind of content you create is directly relevant to your buyer persona. (The semi-fictional representation of your ideal customer.) After identifying your buyer persona you can use this to find out what your audience’s goals and challenges might be that relate to your business.
Once you have found out what these are you should focus your content around helping them reach these goals and overcome the challenges related to them.
At this point you should think about when your customers are ready to consume your content based on where they are in their buyer’s journey. This is called content mapping.
With content mapping the goal is to target content according to the characteristics of the person who will consume it. AKA the buyer’s persona. Also how close that person is to making a purchase. In the terms of how to market your content there are a lot of options.
Lets start by going over some of them based on the stages of the buyer’s journey.
* Blog Posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
* Infographics. These are very shareable, which increases their chances of being found on social media.
.* Short Videos. Also something that is easily shared on platforms like youtube.
* Ebooks. Great for generating leads as they typically are more comprehensive than either a blog post, or infographic, as such consumers are more likely to exchange contact info to get one.
* Research Reports. These are also useful for generating leads based on their highly valued content. Due to often being picked up by the media these can also be used for the awareness stage.
* Webinars. More detailed, interactive forms of video content, These are useful for the consideration stage because as with the others on this list they offer a more comprehensive and educational experience than those in the awareness stage.
* Case Studies. Putting case studies on your website can be a very effective form of content for those ready to make a purchase, helping you positively influence their decision.
* Testimonials. If you don’t feel like case studies are a good fit for your business. Then try testimonials from your own customers, things such as photos with branded hashtags will do just fine.
When Can I Expect To See Results?
When it comes to digital marketing, you often can see the results much faster than other types of marketing mainly due to how much easier it is to measure your ROI. However this ultimately depends on the effectiveness of your strategy.
If you spend the time to build comprehensive buyer personas in order to identify the needs of your audience, and focus on creating quality content to attract and convert them, then your likely to see fairly strong results within six months.
Paid advertising in your digital marketing strategy can make the results come even quicker, though it is important to remember that focusing on organic reach using content, SEO, and social media will result in more long term success.