What is digital marketing?
Marketing of products and services through the use of digital technologies, mainly through the internet, including mobile phones and other digital medium falls under the umbrella of digital marketing.
What is not Digital Marketing?
To understand what digital marketing techniques are, it’s easier to classify what doesn’t constitute digital marketing. Traditional marketing channels such as print, radio, TV and billboards aren’t forms of digital marketing. These channels have been mighty successful over a long period of time but they aren’t as effective in today’s modern age.
Why Digital Marketing?
In digital marketing, a reporting and analytics engine can be layered within a campaign which allows the organization or brand to monitor in real-time how a campaign is performing, such as what is being viewed, how often, how long, as well as other actions such as response rates and purchases made.
Types of digital marketing
There are various types of digital marketing. How you choose to reach your target customers depend on the nature of your business or the product you are promoting. In this blog post, I will discuss the types of digital marketing and help you understand how to implement them.
The types of digital marketing include:
- Social media marketing
- Content marketing
- Email marketing
- Pay per click
Well, let’s get started.
1. Social media marketing
Social media marketing today is essentially word of mouth marketing. Getting people to connect with you online in the social arena helps spread the word about what your blog/company is and what your products and services are.
If you’re starting from scratch with your social media strategy, here are the basic steps to get you started:
Step 1 − Choose your social networks, (facebook, twitter, pinterest, linkedin)
Step 2 − Fill your profiles completely, remembering to load in your keywords
Step 3 − Find your voice and tone
Step 4 − Pick your posting strategy – how often, when, and what type of content
Step 5 − Analyze and test
Step 6 − Automate and engage
If you want to be successful in social media marketing, there are two things you must always do:
Participate in the conversations and sharing. Join relevant groups to your niche. Help others. Comment, like, share. I mean, make everyone know who you are and what you do.
Listen and monitor what people are saying about your brand. Negative comments? No problem. Use them to come up with a better strategy.
The truth and the whole truth is that Facebook tops the list of social media strategy.
For me, social media starts with Facebook. Just having a page, however, does not suffice. Sophisticated content marketing is now the way to foster engagement on Facebook. If your business doesn’t have a content marketing strategy or a blog, but wants to maintain a strong Facebook presence, it may be time to create a content marketing strategy for Facebook.
2. Content marketing
This is a strategic marketing approach focused on creating approaches distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. It ultimately aims to drive profitable customer action.
How to start content marketing
Here is a brief set of guidelines that you can follow to start content marketing:
- Find a reason to start using content marketing. This one is very important.
- Know the different people and types of customers and prospects you want. Be aware of the way they act, what they want awareness how they will use/consume your content.
- Don’t reinvent the wheel. Present what you already have in a way everyone understands.
- Once you know what content you have, figure out what you need.
- Get the content organized and check out the best formats and channels.
- Finally, make sure that the content is found and used. Promote, connect and engage.
Test, measure and optimize continuously. Try different types of content. Check analytics. Monitor your expenditure. And always adapt.
3. Email marketing
This is my favourite. I really like talking about email marketing. I know it can do do. It’s really a powerful digital marketing tool.
Email marketing is an efficient way to stay connected with your clients while also promoting your business. Doing so, you can easily and quickly reach target markets without the need for large quantities of print space, television or high production costs.
The greatest step to email marketing is to create an email list. Use the available techniques to create an email list. The common one is offering a freebie. You could also offer discounts on your products to the new subscribers. Use something. Create an email list.
As Melyssa Griffin puts it, with an email list, you own your audience. And the conversion rate is higher with an email list in place. Create one now if you don’t have.
Email marketing can be carried out by:
- Sponsorship Emails
- Transactional emails.
There are popular email marketing services from Benchmark Mailchimp, to GetResponse. I’ll be talking about Email marketing in depth next week. Stay tuned. You can subscribe here to be the first to receive the post once published.
4. Pay per Click
Pay Per Click, commonly known as PPC, refers to a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is −
Pay-per-click ($) = Advertising cost ($) ÷ Ads clicked (#)
Essentially, PPC is a way of buying visits to your site, rather than attempting to earn visits organically.
Advantages of PPC Marketing
The unique advantage of PPC marketing is that the ad networks used to manage PPC campaigns don’t just reward the highest bidders for that ad space, rather they reward the highest-quality ads (meaning the ads that are most popular with the users).
Ads are rewarded for good performance.
- The better the ad, the greater the click-through rates and the lower the costs.
- Many marketers choose to use Google AdWords to manage their PPC campaigns. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Factors behind successful PPC advertising
How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
- Keyword Relevance − Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
- Landing Page Quality − Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
- Quality Score − Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better quality scores get more ad clicks at lower costs.
- Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list.
In conclusion, PPC advertising offers a unique opportunity to grow your customer base and generate leads at low cost.
It’s ok if you’re a little confused or even overwhelmed by the whole idea of digital marketing. Depending on your perspective, digital marketing is either a concept that seems to have come out of nowhere, or a brand new name for the things you’re already doing. And in either case, the digital marketing revolution comes with a whole new vocabulary.
Reading this blog post won’t automatically make you a digital marketing guru, but it does cover the essentials of digital marketing. Understanding these key concepts will at least put you in a better position to speak intelligently about this important topic.
Good luck. And stay tuned for the post on Email marketing that I’ll be publishing next week. You can sign up here to receive it once published.