How We Define Digital Marketing

According to Wikipedia, Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

We like to say around the war room, that Digital Marketing is using proven marketing strategies and techniques, and utilizing them with modern technology.

In other words, we just use the latest tools to market, following proven marketing strategies.  The basics of marketing have not really changed, if you can provide an answer to a particular problem or need, you will makes sales.  We all have wants, needs and desires, and marketing has always tried to fulfill our wants, needs and desires.

Why is Digital Marketing important to your Business?

Today, businesses, have to use digital channels to communicate and connect with their current and prospective customers. You need to put your message about your goods and services that you offer, where your ideal customers meet, where they get their information and where they shop.  That today is online, hence the need to leverage digital channels.  Offline marketing is just not as effective as it used to be, and successful businesses know and understand that.  A profitable business will be connecting with their ideal audience at the right time and place.  They will be excelling in “Digital Marketing” which is really any form of marketing that exists online.  If you are not using digital marketing channels to connect with your ideal prospect and clients, your business will not survive.

So What Is Digital Marketing?

From your website itself to your online branding assets — digital advertising, email marketing, sales funnels, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing.  And the best digital marketing agencies have a clear picture of how each asset or tactic supports their clients goals.  I also want to mention that Digital Marketing offers ways of analyzing data, and making adjustments based on real time information that offline marketing cannot do.  That ability to make those adjustments account for the amazing results we get for the clients we serve on a regular basis.

Let’s look at a few digital marketing tools, tactics and strategies

Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.

Most businesses need seo, some more than others.  The search engines like to filter out sites that don’t deserve to be on the top of SERP (search engine results pages), so it is worth investing in doing SEO for your business.  SEO is the most cost-effective marketing strategy to bring organic traffic to your business.

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. Good content marketing will lead your ideal prospects from a position of unawareness of your goods and services, to recognizing that you’re an authority in the marketplace, and you have the solution to their needs.  Your content should be engaging and leave them wanting more information from you.  Quality content is shared and that will help you with branding your business.

Content can be presented in different formats, including blogs, white papers, e-books, case studies, how-to guides, question and answer articles, forums, news and updates, images, banners, infographics, podcasts, webinars, videos, or content for microblogging and social media sites.  You will want to focus on the platform where your ideal customer can be found.  If you dont know where or how to find your ideal prospect, using a program like ACT can help you with that.

Pay-Per-Click (PPC) or SEM (search engine marketing)

A method of driving traffic to your website by paying a publisher every time your ad is clicked.  One of the most common types of PPC is Google AdWords.  Our agency focuses on using Facebook Ads, because the audience and targeting capabilities on their platform and our proprietary behavior based acquisition system helps us achieve a measurable and scalable ROI for our clients.

PPC is one of the only types of digital marketing that is completely short term – when you stop paying, the ad ceases to exist.  So approach with extreme caution – it can be a ruthless money pit if you don’t know what you’re doing.

Here is a key to making your PPC campaigns work for you.  You must know your cost per acquisition, or what it costs you to get a new customer.  Once you get that number, you can scale up your business in a predictable manner.  For example, if a new client is worth $1200, (in this example, we are using a business model, where each client comes in monthly for a $100 service, so they are worth to the business $1200 a year, not uncommon for a service business), what are you willing to invest to gain that new client.  With paid traffic campaigns on Facebook or Google Adwords, you know exactly what it will cost you to get that client, and decide how much to invest to get them.  Then scale up to increase your profits.

PPC/SEM also includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.
You may choose a single-point strategy like PPC, or go for a complete SEM strategy, including Display and Retargeting.  But whatever you do, make sure your work is managed by experts as wrong planning may make your investment unprofitable.

Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads and sales for your business.  Social media marketing is a great way to get exposure and connect with your customers.  Talking with your customers directly is a great way to get them to know, like and trust you – which is a good way to make a sale, and have them become a brand advocate.

When asked which platform is best to use, our answer is simply this, use the platform where your ideal client is.  Figure out that one platform, and become a consistent contributor, with engaging content, and for goodness sake, don’t always be selling or promoting.  You will find you get better results by giving valuable content, content that your audience wants and desires.

Email Marketing

Companies use email marketing as a way of communicating with their audiences.  Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.  We love email marketing, because it is not dependent on search engines or paid traffic.  Building your email list and connecting with them should be an anchor part of your overall marketing strategy.

However, note that Email Marketing may also be considered as spamming and there are laws against it if done incorrectly.  Make sure you are aware of the various laws and guidelines before you start emailing your list.

How Long Does It Take to See Results

With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI.  However, it ultimately depends entirely on the scale and effectiveness of your digital marketing strategy.

If you spend time building comprehensive buyer personas (ideal client) to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.

If paid advertising is part of your digital strategy, then the results come even quicker.

Conclusion:

It is important that you use the right marketing strategy for your business.  In most cases you might need to use a combination of tactics and tools in your overall strategy.

Digital Marketing is a dynamic medium and you should always be adapting to the changes. Use a good Analytics tool to track performance and plan your next move.

We hope you found this information useful. If you’d like to find out more, just leave me any questions you have below in the comments or contact us with any questions

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