Everything you need to know about Digital Marketing

Everything you need to know about Digital Marketing - StartupStorey.com

The ability to reach millions of users using just your laptop and some skills is Digital Marketing.

Let’s take an example of a typical advertisement in a newspaper before we begin diving into the essentials of Digital Marketing is.

Take for example, a random advertisement in a newspaper:

Let’s assume this ad has been published only in the city of New York on a typical day, and that the number of total newspaper subscribers in New York is around 2 million copies every day.

How will you, as the advertiser, know how many people actually purchased your product because of this very advertisement?

Hence, this is a very inefficient form of advertising where you’re not able to track accurately where your sales are coming from.

You can’t choose who you want to advertise to as well – your targeting is just the newspaper subscribers.

Contrast this with that of Facebook advertising where you can choose who to target:

Facebook Ads - you can choose who to target in your ad

And also choose the primary goal of your ad – be it to generate traffic to your website, to build brand awareness or to get people to buy your product:

Facebook Advertising - You can choose your campaign objective.

So, what is Digital Marketing?

Digital Marketing is making use of various types of digital technologies to promote yourself or your business.

There are many sub-sections within 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.

Digital marketing provides businesses access to the mass market at a reasonable price – unlike TV or print marketing.

The promotion of products or brands via one or more forms of electronic media.

Advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via:

The Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels.

For example:

If you are a coffee shop, it would not be wise to spend money and time on an SEO (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 your Local 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.

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.

Typically, there are two goals in Digital Marketing:

1. Attract relevant visitors to a website

2. 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.

We’ve written a separate guide – How to generate leads for your business – which is useful to understanding Lead Generation campaigns and how they work.

When a visitor takes action, it’s called a “conversion.”

Everything you need to know about Digital Marketing - StartupStorey.com

Who is Digital Marketing for?

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.

Digital Marketing levels the Online Playing Field

Gone are the days where Marketing and Advertising are only for the likes of multinationals and large corporations that have the sufficient resources required to mount an online marketing campaign.

Digital Marketing levels the playing field, providing small and medium businesses the chance to compete against the big boys and attract their share of targeted traffic.

With Digital Marketing, small companies now have the resources to perform sales and marketing processes that were previously available only to large corporations.

Without a call center, small businesses can engage effectively with multiple customers, even to customers from any parts of the world even if they don’t have physical stores or branches in these locations.

Digital Marketing Is more Cost-Effective than Traditional Marketing

Small businesses are often resource-constrained – which is why Digital Marketing provides them with a better and much more cost-effective marketing channel that delivers results.

Gartner’s Digital Marketing Spend Report highlighted that up to 40% of respondents claimed getting considerable savings by using digital marketing methods of promotion for their products and services.

That is why according to the Gartner survey, 28% of business owners surveyed are looking to shift marketing budget allocations from traditional media channels and invest them into digital online marketing tools and techniques.

HubSpot confirms this in their study that confirms how digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels.

Digital Marketing delivers better Conversion Rates

Businesses marketing products and services online measure success by the percentage rate of incoming traffic gets converted into leads, subscribers or sales, depending on the intended purposes of your website.

Without conversion, all your traffic would mean nothing and all your marketing efforts will simply go to waste.

That is why business owners are streamlining their digital marketing campaigns towards conversion optimisation, making it a top priority above everything else.

Digital Marketing helps to generate Higher Revenues

Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable benefits for you and your business in terms of better and higher revenues.

Google confirms this in a study with IPSOS Hong Kong, claiming 2.8 times better revenue growth expectancy for companies using digital marketing strategies to those who do not.

With better revenue growth expectancy, small and medium enterprises using digital marketing techniques will have 3.3 times better chances of expanding their workforce and business – opening their doors to better, larger and farther reaching markets both locally and abroad.

Digital Marketing Facilitates Interaction with Targeted Audiences

One of the reasons why digital marketing is taking over traditional marketing channels is the ability of Internet marketing tools to interact with targeted audiences in real time.

Engagement in any form is what your customers expect to receive when interacting with your brand or business.

How your business handles such engagements and interactions will spell the difference between business success and failure – just like what eMarketer’s report Key Digital Trends for 2014 is saying as shown below.Interacting and providing your customers with proper engagement points can give you an insight of what your targeted audiences want.

This vital information will steer you towards making the right set of next moves, provide your customers with an even better experience, develop good relationships with them – gaining their loyalty and trust that you will need when your business begins to grow

Digital Marketing Caters to the Mobile Consumer

Undoubtedly, mobile internet will be the next wave of information dissemination and communication channel, brought about by the rapid proliferation of smartphones, tablets and other internet-enabled devices.

These mobile devices have become a central part of American life that 91% of adults in the United States always have their devices within reaching distance.

Now would be the best time to have digital marketing campaigns intended towards mobile consumers, paving the way for them towards achieving better growth and faster expansion.

Mobile gadgets have evolved from being mere alternatives for laptops and personal computers, into something that is influencing their purchasing decisions as confirmed by another report from eMarketer.

Digital Marketing Builds Brand Reputation

The power of digital marketing lies in its ability for attracting targeted traffic.

These types of audiences for your content are most likely already ready to know more about your brand, products or services and may be interested enough to purchase what you have to offer.

Delivering on what you promised will help you develop a better relationship with your targeted audiences, help them transition into paying customers that will go back and interact with your site some more – on a regular and continuous basis.

This will prove beneficial for your brand reputation, as satisfied customers will most likely tell other people about their experience with your brand, product or service.

Your brand reputation will go viral as expected, further opening new doors of opportunities for reaching bigger markets and attain business growth.

Because Digital Marketing provides better ROI for your Marketing Investments

With better revenues and better branding, Digital Marketing can provide a better Return of Investments (ROI) than traditional media and marketing channels.

With traditional media, the cost is too exorbitant for small and medium enterprises to leverage on, and the results received are somewhat vague and difficult to measure.

Digital Marketing on the other hand can easily be tracked and monitored, with results immediately realized and measured as soon as targeted audiences provide contact information, subscribe to a newsletter or training program, or make a purchase.

The key to success in Digital marketing however, is to generate a steady flow of targeted traffic that converts into sales and leads. The more your business generates this kind of traffic, the faster you can realize your ROI.

Because Digital Marketing Earns People’s Trust

Digital Marketing rides on the current online trend that focus more on social media signals resulting from direct and more personalized interaction between a brand or business and their targeted audiences.

In the Nielsen Global Online Consumer Survey that involved 25,000 consumers from at least 50 countries, 90% of respondents claimed they would trust information about a particular brand, product or service if the data comes from people they know.

Digital Marketing utilizes social media signals, social proof and testimonials from actual consumers who have previously purchased, joined, or availed of a product or service marketed by a particular brand or business.

The more reliable these social signals are, the higher the trust rate it can generate from targeted audiences – most of whom can be potential customers.

Digital Marketing entices people to take favourable actions such as reviews

While social signals and testimonials help earn trust from targeted audiences, Digital Marketing makes use of effective strategies that will entice people to take a favourable action your brand or business intends them to take.

Conversion to leads or sales is still initiated and under full control by the website visitor.

They are not compelled to do so but digital marketers can make use of clever and innovative ways to entice conversion using Calls-To-Action.

Calls-To-Action specifies what your web visitors should do next – either to sign up, like, download something, call or buy – specific steps that will entice them to perform a favourable action.

Innovative forms, buttons and texts are optimised according to copy, colour scheme, graphics and even positioning on the page to generate the best results in terms of generating favourable action.

What is a 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.

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.

List of Digital Marketing activities, mentioned below:

SEO (Search Engine Optimization)

SEO stands for “search engine optimization.” It is the process of getting traffic from the search results on search engines – most of which is FREE!

Search Engine Optimization not only brings more traffic to your website, but it also helps ensure that the leads you are bringing in are of a higher quality.

The objective of digital marketing is to draw in people who have the right for your products/services, and SEO plays an important role in doing just that.

We’ve written the following SEO guides that you should check:

  1. How to get SEO Clients
  2. 10 Off-page SEO Techniques that you can use right now
  3. 10 On-page SEO Techniques that you can use right now

If you’re looking to get a crash course in SEO techniques, we recommend checking out this free SEO Masterclass 2019 webinar.

SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

SMM (Social Media Marketing)

Social media marketing is the use of social media platforms and websites to promote a product or service. Most of these social media platforms have their own built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.

Email Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Companies can use branded emails to communicate with their target audience.

Email Marketing is often used as a way to increase brand awareness, establish industry relationships, promote events, and get the word about special promotions.

Everything you need to know about Digital Marketing - StartupStorey.com

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.

My “success” where during some months I made more money than my previous well-paid job was due to 5 main reasons:

1 – I found a profitable niche (super competitive, but profitable)
2 – I slowly established myself as an authority in that niche
3 – I gave genuine, free and very useful content to my audience
4 – I didn’t push it. The links are naturally incorporated in the text
5 – I expanded that one article into a whole separate section within my broader website.

I also used my reader’s questions to fulfil their needs, adding more guides, all for free and all the guides where extremely detailed and useful.

It’s been a lot of work, as when my article got to Page 1 on Google.

My blog was not even 6 months old and had to compete with the top leaders in the industry, but thanks to a good backlink strategy, updating my content regularly and replying to my readers question one by one, I was able to double my income in one year.

All without using Adwords or any type of paid advertising.

Video Marketing

A strong marketing campaign incorporates video into the mix. Customer testimonials, videos from live events, how-to videos, explainer videos, corporate training etc.

Content Marketing

A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Content Marketing is another essential tactic that plays a vital role in how digital marketing works.

Content Marketing is essential when your business creates and promotes certain content that is aimed at attracting and engaging your target customers.

Here’s a basic guide of what Content Marketing is:

1. Market research

Conducting market research before you start a content marketing campaign for lead generation is the most important stage.

It helps you to understand your market segment better, as well as your competitors. This is because you cannot sell to everyone. You need to focus on your target audience and promote your content to them.

2. Brainstorm content Ideas

The best content ideas that generate leads are those that provide answers to help your customer overcome a pain point.

Your users will love to read such content because it solves their problems.

3. Write a well SEO-optimized post

Creating quality content is not an easy task, and we can’t emphasize SEO enough.

This is why 43% of B2B marketers say that it takes too much time and they struggle with the process.

However, it is something you have to do if you must generate quality and inexpensive leads for your business.

4. Publish and manage your content

Now that you have finished writing your blog post, it is time to publish it.

Although it is not about the quantity of your blog posts, you need to write more and publish on your blog so that you can convert more visitors into leads. 

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

Traditionally most PR people would spend most of their time talking to press and analysts, but with the rise of social media PRs now have to also talk directly to the audience using new tools which in turn desire new skills.

Some of these skills might include knowledge of HTML, CSS, Design, Online Analytics etc).  

Article we wrote that you should check out: Basics of Corporate Communications

Where Does Mobile Marketing Come Into the equation?

Another key component of digital marketing is mobile marketing.

In fact, mobile usage as a whole accounts for 60% of time spent consuming digital media, while desktop-based digital media consumption makes up the remaining 40%.

This means that it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices.

If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.

Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop.

This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices.

It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go.

As for your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices.

By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.

Everything you need to know about Digital Marketing - StartupStorey.com

Assets in Digital Marketing

  1. Your website
  2. Blog posts
  3. Ebooks and whitepapers
  4. Infographics
  5. Interactive tools
  6. Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
  7. Earned online coverage (PR, social media, and reviews)
  8. Online brochures and lookbooks
  9. Branding assets (logos, fonts, etc.)

8 Digital Marketing Rules

Michael Silverstein (Boston Consulting Group Partner) says there are 8 rules for converting customers into loyal customers who advocate your brand and urge others to enjoy your products.

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.

Read the Strawberry Startup ebook

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.

Where to move on from here?

Check out this free SEO Masterclass 2019 webinar to have a crash course on how SEO is important for your business + how it can earn you $150 per hour!

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