Digital Marketing is making use of various types of digital technologies to promote yourself or your business. There are many types of digital marketing. It is very important for you as a brand to understand what will and will not work in regards to your digital marketing efforts. These days you can waste a lot of time and money focusing your resources on failing marketing campaigns.
If you are a coffee shop, it would not be wise to spend money and time on aSEO (search engine optimization) campaign. It could be costly and most likely you would never see the return on your investment. You would be much better off doing a SMM (social media marketing) campaign. Or even focus on yourLocal Listing on Google, Bing and Yahoo. This would be an excellent, free way to engage your potential customers, through offering coupons and having previous customers right reviews.
Now if you are a law firm or any other type of business that has higher ticket prices, SEO would work great for you. SEO can be expensive, but when executed properly can pay for itself ten times if not one hundred times over.
Typically, there are two goals in digital marketing basics:
Attract relevant visitors to a website
Get that visitor to take action. This usually means that they become a lead for a service or buy a product. Other actions that visitors may take offer indirect benefits, such as subscribing to a newsletter or sharing an article. When a visitor takes action, it’s called a “conversion.”
There are two types of digital marketing, digital advertising and content marketing. Advertising involves paying for traffic, typically through display advertisements on websites, social media ads, or pay-per-click ads in search engines.
Content marketing involves attracting visitors by publishing helpful information and promoting it in social media, search engines or email newsletters.
Who should use digital marketing?
Digital marketing is important to anyone whose target audience uses the internet to help make buying decisions related to the product or service. That’s pretty much every business these days.
Where traditional marketing was about pushing your message out, digital marketing is about using a message to pull people in.
What is digital strategy?
This is setting the goals and creating the plan to get traffic and conversions. It’s all a big test of empathy. As with all marketing, the better you know your audience, the more likely you are to succeed.
It helps if you've done some sales or customer service work. This puts you in touch with your prospects hopes, fears, pain points and questions they need to have answered. Empathy and listening is key!
For content strategy, the first step is the create your content marketing mission statement. This will sharpen our focus and set the direction for everything that follows. Here is a template that should help:
Once you have that documented, you can start listing out your main topics. This is one of many lists you’ll eventually create. Here's a list of lists that you’ll eventually need:
Topics you plan to publish
Keyphrases you plan to target in search engines
Influencers you plan to collaborate with (they’re the experts your industry and they have serious followings)
Networks and groups you plan to be active within (this likely includes LinkedIn groups for B2B companies and Facebook groups for B2C companies)
Publications we'd like to write for (they've have the attention of our audience already)
Formats we plan to use (probably articles and blog posts, but you’ll want to go beyond text into video, infographics, podcasts, etc.)
These lists will be the cornerstone of your digital strategy. Now you’re ready to capture and collect the ideas for all of our future efforts. Wrap it all up in a publishing calendar and turn up the activity levels to the highest sustainable level.
Finally, you need a good mousetrap for your cheese. Once you attract your visitors through content or advertising, it’s the website that will convert them (or not). So your website has to do a lot of important things
Support all of your ongoing publishing
Rank in search engines (that means no technical SEO issues)
Guide visitors toward the desired actions. Not just lead generation, but also email newsletter sign up. Our long term plans involve an ever-growing email list.
Make measurement of traffic and conversions easy, so you can do ongoing analysis and improvements on each of your efforts.
Successful companies capture the power of digital word-of-mouth advocacy through these 8 Rules.
Virtual relationships: The world works on 24/7. The consumers with the most disposable income have the least amount of time. But they have high-speed Internet lines at home and at work. And they want to buy what they want to buy when they want it.
People do Judge A Book By Its Cover: Consumers use their eyes in every purchase and they carry the image in their subconscious. Visual brilliance costs a lot, but its value is priceless. Your digital marketing must also be brilliant.
Show your customers what they want: Success requires curiosity and courage, instinct, and a taste for the jugular. It requires you to look beyond simple answers and impulsive consumer rejection (the customer does not always know what they want...we must show them). Digital marketing allows you to show them.
Focus on biggest fans: Research supports the “rule of 2-20-80-150.” The 2 percent of customers (apostles) are personally responsible for 20 percent of sales. However, when they advocate to friends and acquaintances they are responsible for 80 percent of sales (and up to 150 percent of a company’s profits). Companies often waste time generate losses chasing the remaining 20 percent of sales. In your digital marketing micro-focus on the 20%.
Welcome customer’s scorn: A complaint is a gift (according to Toyota). 'Complain once, let me fix it. Complain twice, shame on me. Complain three times, and I should be replaced'. When the complaints are really bad, listen and get ready to change. Also, find out not only what your customers really, really want, but also when and why they really want it. Digital engagement allows you to find out these things ASAP.
Employees as passionate disciples: Container Store calls this “man in the desert” selling... listening, helping, engaging, suggesting. Passion equals knowledge. Knowledge equals solutions. Solutions translate into sales. It’s so simple but so infrequently exercised. Engage your employees in the digital marketing journey.
Take giant leaps: Continuous improvement, incremental advances, and consolidation never changed the world. To change the world, you must show foresight, fearlessness, and fortitude. Big wins require big dreams. Think big in your digital marketing.
Schismogenesis: The laws of schismogenesis, means that relationships are not stable. Brands are always moving—up, up, up or down, down, down. Therefore, companies must learn how to use quantitative metrics, track customers like the third leg of the P&L—revenues and profits, share of the properly defined universe, and advocacy. 'If you are not improving, you are in decline'. Digital marketing analytics must be fine tuned and honed to get effective results.
Successful digital marketing is based on converting customers into loyal customers, who in turn advocate your brand, and urge others to enjoy your products or services.