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.
NOTE: All Search Engine Companies are not the same. There are good ones, great ones, and just flat out scammers. Make sure you do your du diligence before hiring a seo company.
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.
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.
2018 is going to be an exciting year for digital marketing. Here are a couple of trends to watch out for.
1 – LinkedIn is going to be HUGE
Have you seen your LinkedIn feed recently?
It’s becoming a professional storytelling platform and this is only the beginning.
2 – Facebook Chatbots
Email open rates declining. Thanks to us marketers.
If done right, Facebook chatbots will help you get much higher open rates and CTRs.
3 – Live video
We are just getting started with live video and it’s a great tool to build engagement.
Look out for LinkedIn to launch this very soon.
4 – Purpose-driven marketing
As consumers, we are getting smarter and we hate being sold to.
We need to know your “WHY” and your story.
Sales focused marketing campaigns will FAIL.
Tell us your WHY and make us a part of your brand purpose.
5 – Social Advertising
Get ready for reduced organic reach especially on Facebook.
Businesses will have to get better at social advertising. It is “pay to play” but with the RIGHT strategy, you can do amazing things.
6 – Video
Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers (DMB Adobe).
500 million people are watching videos on Facebook every day (TubularInsights).
Do I need to say anything here?
7 – Employee Advocacy
Brands will realize that one of the best ways to reach their potential customers is through their employees.
They will invest more in tools and training to educate their employees on how to be brand ambassadors.
8 – Augmented reality (AR) and Virtual reality (VR)
Users want more immersive and memorable experiences that can be shared on social media.
With advancement in technology, marketers have the opportunity to create innovative campaigns that integrate the digital world into the real world.