If you’re new to digital marketing, it can seem overwhelming. Between all of the strange terminology and the constantly changing technology, digital marketing can seem like a labyrinth to the average business owner or CEO.
But even though it might seem daunting, all you need to navigate the maze and crush your digital marketing strategy are a few tips and tricks to get your started.
What is digital marketing?
Before we get into the advice and guidance, we should clear up the definition first.
At its core, digital marketing is traditional marketing that uses technology—computers, the internet, smartphones, etc.—to communicate its message and achieve its goals.
Digital Marketing includes:
● Search engine marketing
● Social media marketing
● Content marketing
● Email marketing
● Mobile marketing
● Banner advertising
The benefits of digital marketing
The primary reason that digital marketing is all the rage these days is because it’s effective. Think about it: where do you spend most of your time? In front of a screen, probably. Whether it’s your phone, computer, laptop, or TV, you most likely spend most of your work day on a computer, most of your leisure time on your phone, and your evenings watching TV. We don’t read print newspapers or listen to the radio—we have the New York Times in our email inbox and Spotify with no ads!
So, if you spend most of your time consuming digital media, it’s fair to assume that your audience and customers do too. And if you want them to hear your marketing message, you have to meet them where they are.
But that’s not the only benefit of digital marketing. It also offers advanced technology that can find and target the perfect customer for you. For instance, it used to be that if you wanted to target men aged 18-34, you would advertise in the sports section of the newspaper, or have a radio commercial during a football game. Now, you can target people who are interested in Ford 5-150s within 10 miles of your car dealership. It’s all about getting your message in front of people who want to hear it.
Plus, with digital marketing, there isn’t any guesswork. Everything is measurable. Reports and analytics can tell you how many people have seen your ad, how many clicked on it, and the percentage of those who filled out your form, for example.
If you want to know exactly what your marketing ROI is, traditional marketing can’t compete with digital.
Know the customers
Digital marketing allows you to know more about your customers than ever before. If you’re not taking advantage of that, you’re not doing digital marketing right.
Before you begin any marketing strategy, you should conduct some research about your customers. Find out who they are (basic demographic stuff, like age, gender, geographic region, etc.), what their pain points are, and where they spend their digital time. Are they middle-aged suburban moms who spend a couple of hours a night before bed on Facebook? Or are they twenty-something millennials who scroll through Instagram while waiting in line at Starbucks? The more you know about your target customer, the better you can solve their problems and speak their language.
Content is king
Content marketing is often the cornerstone of a digital strategy. Why is this? Because content marketing is affordable and effective. Content marketing is 62% cheaper than traditional marketing with a much higher ROI. In fact, leads convert 6 times as much with content marketing.
Content is all about helping potential leads, answering their questions, and establishing yourself as an authority. It’s important for your search engine ranking too, because Google’s algorithm rewards those with long-form, quality content.
Know the Buyer’s Journey, and Create Content for it
If your content doesn’t match your customer’s buyer’s journey, it isn’t going to be as effective as it could be. If your lead is only in the Awareness stage, content that suits the Decision stage is just going to scare them off. Make sure your content strategy included all stages of the buyer’s journey. Digital marketing is all about knowing what your customers want and need in the age of Googling a product or service before you buy.
Never forget SEO
Search Engine Optimization (SEO) is one of the best ways to get your content in front of potential leads. Without it, your content strategy is almost useless. Do SEO research to find out what people in your industry are looking for online, and what terms they’re using to search for it.
Try New Things
These days, technology is always evolving, and people are constantly moving on to the next hottest thing. That’s why you and your marketing strategy need to be agile and responsive. Try new things, and don’t be afraid to pivot your strategy when needed. Never be afraid to try something new, whether it’s a paid ad on a new social network or switching up your email subject lines to include emojis! Try everything and see what works.
Email Isn’t Dead
Email marketing is still one of the most effective things you can do. There are nearly 6 billion active email accounts, and 99% of consumers check their email every day. And surveys say that email is where consumers want brands to reach out to them. So give the people what they want, and invest in email marketing.
Integration Is Key
To really make your digital marketing efforts successful, you need to integrate them across the board. All of your digital ads should have the same message, no matter what platform they’re on. Your Instagram ads should be coordinated with your latest email blast if you want to see the highest possible ROI.
Navigating digital marketing
Now you have some guidance to navigating the maze of digital marketing. With these tips and tricks, you should be able to get your feet wet and start seeing the amazing results that digital marketing can offer!