Digital Marketing – how to use it and why
Written by: Isabelle

Digital marketing is all around us in our everyday life. Take a look around you. People are either looking down on their mobile phones or tablets. Be it on the streets, restaurants, cafes or in their homes, everyone is connected to the internet. Information is literally at everyone’s fingertips and with it, the birth of digital marketing.

What is Digital Marketing?

Connecting with your customers in the right place and the right time is what marketing is all about. Simply put, digital marketing is a collective term for all online marketing done by a business. There are a lot of channels open for companies to connect with their target audience. These include social media, Google search, email and their own websites.

digital marketing

Tips and Tricks

There are many ways a company can enhance their branding online. These include the following methods that will help their brands reach their goals:

• Emails
• Blog articles
• Company websites
• Interactive tools
• Infographics
• Ebooks
• Lookbooks
• Whitepapers
• Online brochures
• Social media channels such as Facebook, Twitter, Instagram, Pinterest, etc.
• Branding using fonts and logos, among others
• Online coverage such as reviews, social media or PR

Most companies employ the following tactics to improve sales conversion:

• Search Engine Optimization (SEO) – the method of optimizing content so that the website will rank higher in search engines.

• Social Media Marketing – a kind of marketing that utilizes social media to promote brand awareness, increase traffic to the site and generate sales leads.

• Affiliate Marketing – advertising based on performance where site owners promote products of other sites to get a commission.

• Pay-Per-Click (PPC) – one common example of this is Google Adwords where companies pay a publisher every time their ads are clicked.

• Marketing Automation – these are software were the goal is to automate everyday marketing actions such as emails and other social media functions.

• Native Advertising – these are advertisements that are content-led and mostly featured side-by-side non-paid content.

• Online PR – much like traditional PR but in the digital scene; companies employ online coverage with blogs, other digital publications and content-based websites.

• Email Marketing – companies use email marketing campaigns to communicate with their customers to promote events, contents and discounts among others

Whatever your company desires to use, make sure it fits the needs of your customers. It will save time, money and effort in the long run.

Important differences between B2B and B2C

While digital marketing works well for any kind of company, there are different ways it can be used and implemented. Depending if your company is B2B (buisness to buisness) or B2C (buisness to customer) different strategies are needed.

B2B is marketing products (or services) to other companys or organizations. For B2B the digital marketing strategy will need to focus on creating “leads” online via the companys website and other channels such as LinkedIn. The “leads” will again create conversions (sales).

The focus for a B2C company is to attract visitors and turn them into customers. This often requires a strong “call to action”and marketing through several channels are often a well used strategy.

 

digital marketing

Benefits of Digital Marketing

There are a lot of benefits for marketers, among them:

• Seeing your results in real time regardless of whether you are a big or small company.
• Using website content to connect with online visitors 24/7.
• Track consumer reaction the moment they visit your site and thus, optimize the page on an ongoing basis.
• Realize higher ROI compared with traditional marketing strategies.
• Stay competitive in today’s high tech business climate.
• With real time data on hand, a company can adapt and take action.
• Able to connect with mobile customers when they use their smartphones or other mobile devices.
• It generates higher conversion rates.
• Big and small companies save money in terms of lead generation.
• Enables real-time response to customers.

Content Creation

Depending on the needs of your audience, your content must answer the needs at different stages in the buyer’s journey. Knowing and creating different buyer personas are necessary for content creation. It will aptly identify your customer’s goals and preferences in relation to your business.

To create awareness, your company may use short videos, blog posts and infographics. All are powerful means to connect with your customers. Using testimonials and case studies are also ways to help clinch a sale. Companies often use photos of their customers with hashtags to get their brands across.

Seeing Results

Depending on how effective your website content in driving customers to your site, results vary. So, it is important to understand and create your buyer persona to answer their needs. It is also crucial to have quality online content for sales conversion.
Paid advertising results may be seen quicker, but it is more important to build your organic reach. This can be done using SEO, content and social media for the long haul. Usually, results can be seen within the first half of the year.

Budget

You don’t need a huge budget especially when you already have your own website. When you use SEO, content creation or social media, you won’t need much at all. Yet, if you decide to hire other SEO specialist later on, it will come with a reasonable fee.
Online advertising, while giving you the needed visibility will cost more. Using Google AdWords to implement PPC can be expensive. Rather, it’s a good idea to improve your organic reach and focus on creating top-notch content.

Mobile Marketing

Do you know that almost 60% of your market uses mobile content? Those who uses desktop make up the remaining 40%. Therefore, it is important that web pages, images, digital ads and other digital assets are optimized for mobile devices.

A responsive website design that will make browsing seamless must be your goal. It is important for mobile users to have the same pleasing experience as they would on desktop. This means that images and texts must not be cut-off. Remember that some smartphone’s screen may be tiny.

What Now?

There’s no time to lose – digital marketing is the lifeblood of today’s businesses. It is not a fad or a trend. In today’s highly technological world, staying on top of the competition is not the same as decades before.
You need an effective strategy to build your brand and get your customer’s loyalty. Whether you are a novice or a pro, digital marketing is your ally to take your business to the next level.

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