What is Digital Marketing?
Beginners Guide to Digital Marketing: How To Flood Your Website With Traffic in 30 days Here is a great book to help you get a hold of basic digital marketing strategies but trust me it takes a lot more than thirty days! Do check the book out though. As it may take some days to reach you, why not read this blog and get started!
Digital marketing is also known as online marketing, web marketing or internet marketing. It is the discipline of marketing that employs digital medium i.e. electronic devices of any form and internet. It utilizes different platforms such as search engines, social media, websites, e-mails. It also includes all the tactics, strategies and channels to interact with potential costumers which can be accessed online.
In 1990’s with constantly increasing use of personal computers and internet, more and more growing competitive business community saw an out of the box opportunity and started what we now know as e-mail marketing. This was birth of digital marketing, Pay per click, and display advertisement came into being. It evolved further with advancement in the usage of internet, and now that cellphones, computers and smart devices have nearly taken over our lives, digital marketing is inevitable for all and any business, no matter how big or small.
Non-linear/Tow Way Marketing Approach
Good old fashioned linear marketing approach was one way, conveying a pre-set message towards consumers, like billboards, television advertisement and newspaper ads. In modern times consumer wants to interact with the person they are buying form, they like to give a feedback and appreciate active communication on both ends. Thus the non-linear and two way marketing approach digital marketing is offering is more effective. Consumer have the satisfaction of possessing the ability to send inquiries and feedback directly towards the company.
This channel has not only made ‘interactions’ possible but has also facilitated suppliers and consumers to reach international markets without much costs and delay. It has offered the competitive benefit to the companies to achieve maximum potential and has proven to be most effective towards brand awareness.
Digital Marketing Strategy
As the name implies it is the action plan towards the goals you would like to achieve through digital marketing. Depending upon the nature and scale of your business, you might need a simple straightforward strategy or multiple or multilevel digital marketing strategy. It will also define the channels and platforms you will need to engage and the kind of investments you will require. You might need to invest other resources in addition to money.
If you are failing in planning a digital marketing strategy you are already set to fail and waste your time, money and other resources. Because if you fail to strategies before setting things in motion, you fail to identify and understand your potential customer, you fail to measure the depths of waters (competition and demand and supply ratio), you fail to analyze market and seek new opportunities and probably end up duplicating which is always a bad idea. Thus lagging in this stage is like losing the race even before you start it. Better get professional help on this too.
On the other hand statistics show that more than half of businesses with digital presence do not have and marketing strategy in place and one fourth of the business do have a strategy but do not apply it. So only 25% of the market is actually benefiting from this tool. So if you do get a professionally tailored digital marketing strategy and see to getting it applied correctly, you are already a head of 75% of your competitors without doing anything else at all.
Digital Marketing Campaigns
While Digital Marketing Strategy is your plan lay out towards your goal, Digital Marketing Campaigns are small steps you take in direction of your goals. Your digital marketing strategy is your long term plan, while your digital marketing campaign is short lived with deadlines. Although designed for shorter time periods, they act as building blocks of your strategy and shape it.
Multiple Aspects of Digital Marketing
Search Engine Optimization is the backbone of digital marketing and support all other platforms and strategies used. It is not necessarily a discipline of digital marketing but an entirely independent tool which goes hands in hands with Digital Marketing driving all its aspects. You need to take care of both On Page SEO and Off Page SEO. It is always wise to hire a specialized SEO to expect to help you with this complex but extremely beneficial tool unless you are expert enough to willingly risk your time, money and other resources.
Search Engine Marketing is an overlap or love child of SEO and Digital Marketing. It is paying for sponsored ads on search engines for generating traffic towards website and generating sale leads. Without going to all the troubles of SEO you can simply pay to search engines to display your website on the top of the first page of search results. It caters to the channels that benefit from the SEO and assist in digital marketing. It includes websites, blogs, and infographics.
Social Media Marketing is a practice of pushing through your product and content on social media platforms and related channels. It is great for creating brand awareness, navigating traffic towards the website and generating sale leads. It utilizes platforms such as Facebook, YouTube, Instagram, Snapchat, Qoura, Printrest, Twitter, LinkedIn, and Google+. All these platforms provide opportunities for paid and unpaid promotion. Promotional videos (both paid and unpaid) on YouTube and Facebook are highly beneficial and influential. Here is a great post from TRJ about how to optimize your Pinterest account which I found really helpful.
According to Omni Core Agency, better content can drive traffic to a blog by up to 2,000%. It is practice of generating content around your product which will also interest the consumer. Your content must be relevant, interesting and informative for users to pay attention and take interest in. If implemented correctly it should act as an effective lead magnate and should attract decent leads to your website. A good example is writing a generic blog relevant to the niche of your product/services and smartly placing a recommendation of your product in it. For example, a brand that specializes in hiking shoes and joggers can write a blog about ‘tips for joggers’ or ‘things to take with you on hiking’ and place their product discreetly in the recommendations. If you are offering beneficial information to the visitors which is not solely directed towards your product it generates goodwill, which can easily be converted into user loyalty and sales.
One of the oldest yet beneficial till day method is approaching the prospective customer through email. You can invite the targeted audience to visit your website. If you succeed in generating a compelling invitation you can navigate them directly from their mailing box to your website.
It is the practice of going after a prospective costumer which did not responded to your banner or advert and navigated away from your website without converting into the sale. Just because they visit your website once doesn’t mean they will remember to come back again even if they liked what your site had to offer. It is important to get them subscribe to your newsletter or updates and promotions for sales, however, such visitors can easily be tracked through cookies. Through this practice you can pitch your sale to them multiple times. This information is also beneficial in analyzing and evaluating effectiveness of your adverts. You can pitch again to such potential customers through email, or by creating new ads on related sites.
Sometimes also referred to as native marketing, is displaying sponsored content with other non-paid content on the websites or accounts of social media influencers. Common examples are sponsored videos done by YouTube vloggers, sponsored posts by Instagram stars and sponsored BuzzFeed videos on their Facebook and YouTube accounts.
It is a commission based marketing strategy, where company gives performance based commission on their sales. People can generate affiliate links and post them on their websites and social media platforms to benefit from this strategy. Every sale made through the affiliated link will be rewarded with a commission. Many big platforms like Amazon and YouTube are offering affiliate programs.
It refers to the set of software (both online and offline) which help you to automatically regulate your other marketing strategies. Most marketing departments get assistance in automating recitative tarts including but not limited to sending weekly or monthly newsletters, lead generation workflow, social media posting schedule, analytical campaign tracking and reporting.
Responsive Web Designing
This is one of the important ranking factors in complex Google algorithms, so pay close attention here. Google may favor or discredit your website in terms of ranking on the basis of presence or absence of this ranking factor, respectively. This programs make your website compatible with mobile phone displays and help the display of your website to automatically conform to different mobile screens. If implanted improperly it may cause your website to load slowly on mobile and thus damaging the user experience. It may also cause you to lose some good potential customers and rank low on google. In 2016, appreciating the increased traffic from mobile devices, Google announced it’s ranking algorithms have shifted to a mobile-first strategy, thus its importance cannot be emphasized enough. To help your mobile pages load faster AMP (Accelerated Mobile Pages) is a very good tool and it’s an open source code. However, you will need professional help from a web designer who can work with RWD.
Even if you have an e-commerce website you should add a blog section in it. This will help you to rank out your competitors when someone searches for the category of products you are selling. Here are some tips for you that can help set up a successful blog that will actually rank in Google. Also, if you succeed in setting up a blog section with quality content that has value for your targeted audience, they will automatically start visiting your website for content, and it will be easier for you to track them and make a sales pitch to them. Learn here how to convert visitors into buyers with Google ads.