The world we live in has become super-connected and as such, marketing and advertising are no longer the same animals they once were.
So you may be thinking, what exactly is digital marketing and what does it entail? Basically, it’s a collective term used when marketing meets the online world. Through the evolution of the digital age, companies have started taking advantage of this new way of reaching consumers to promote their products/services to people that once upon a time, would never have been targeted.
The digital marketing process can easily become extremely overwhelming at first due to the vastness of the internet but to narrow your focus, we will be going through the key aspects of digital marketing in this blog post to help you receive the best results for your business.
It may seem like common sense, but your companies website is the cornerstone of your digital marketing strategy. Although it may not seem like advertising, it is one of the most crucial forms your business can have as this is where many of your target customers will get a first impression of your brand and more often than not, where you will convert your leads into paying customers.
The main goal of your digital marketing plan will be to attract, engage and convert leads. Most of the tactics that you execute to do this will ultimately lead your target audience to your website. Your website will more likely than not be your brands only chance to make the first impression that entices consumers to invest in your brand. It is for this reason that you should pay close attention to the layout, colourway, and graphic used on your website.
I remember reading a report published by Adobe, which stated “38% of people will stop engaging with a website if they find the content or layout to be unattractive.” so investing in this is very important for your business. The appearance of your website is just the start though, It is also important to ensure the site is designed and optimized for conversions. This means it needs to be easy to navigate to any page within 2 clicks and also optimised for all devices that your consumer may use to view the website.
If you are unsure if your current website is effective, it may be worth getting in touch with us and we can offer a free website analysis and guide you to ways to improve/optimize your website.
Search Engine Optimization (SEO)
One of our motto’s at Ui Studios is ‘Whats a great website if no one sees it’. If your brand wants to reach and convert consumers in the digital age, you need to start your digital marketing campaign with the search engines. Forrester recently published a report that found out 71% of consumers start their buyer’s journey on search engines such as Google. If you are not taking the necessary steps to get your brand listed on search engines, there are no two ways about it, you are missing out on leads. The process of SEO involves the optimization of your website’s content so that it is favoured by search engines which will, in turn, see you listed on them. The higher you rank on the results, the more organic traffic you will drive to your website.
The beauty of SEO is that you can emphasize keywords that your website will rank for meaning those that reach your site are most likely to be interested in your product/service. By utilizing SEO with the right campaign, you will see your website traffic, click through rate, bounce rate and conversion rate grow monthly.
Social Media Marketing
Social Media Marketing is arguably the most talked about form of digital marketing, most brands today utilize social media to support their marketing campaigns and direct traffic via adverts to their website. Social media marketing involves publishing creative content and engaging with your targeted consumers on platforms such as Instagram, Facebook, Linkedin, Twitter and Pinterest. If executed correctly, social media marketing has the potential to help businesses increase brand awareness, generate leads and improve customer engagement.
Social media is a great way of supporting your other forms of digital marketing efforts as well, for example, if your brand produces an informative ebook that is of interest to your target consumers, you can use your social media accounts to run a promotion and drive traffic to the download page. You can then publish previews of the ebook as future promotional material on your accounts as a way to generate further interest in the product.
Content marketing is a very broad term but plays a significant role in how digital marketing works. Content marketing is essentially the process of creating and promoting content assets that are aimed at attracting and sparking an interest with your target consumers. Content assets can be created for a number of reasons, including boosting site traffic, generating leads, improving brand awareness or retaining existing customers.
Regardless of which tactics you use in your digital marketing plan, you will need to create unique and engaging content to support your chosen route. This can start from something basic such as an email thanking someone that has subscribed to your email list or it could be a detailed piece such as a blog post giving your consumer advice on how to overcome challenges they may face.
Below are just a few examples of content marketing that you may wish to use to support your digital marketing campaign:
Social media posts
The secret to creating engaging content assets that support your digital marketing plan is strategically choosing subjects that will appeal to your target consumer. If you haven’t already, analyze your target audience and create customer personas to ensure that you know the type of customers that are interested in your brand and to give you an idea on what content will attract and cause engagement.
Pay Per Click (PPC)
Although the goal of your digital marketing plan may be to push as much organic traffic to your website as possible, you should not ignore the huge value that pay-per-click (PPC) adverts can offer.
PPC Adverts are a type of advertising that involves paying a search engine (most typically Google) every time someone clicks on your advert. This method of marketing allows you the ability to only pay if your ad is clicked and will give you the ability to monitor the effectiveness immediately.
The most common question we get asked is why should you pay for PPC ads when you are already working on improvements to your websites SEO. Though SEO is extremely important, it is a slow process before the magic starts to happen. That’s where Pay-Per-Clicks adverts come in handy as they can help you see results practically instantly by putting your site at the top of the search engine results page for the relevant search terms that you will set when creating the advert.
By appearing on the first page of search terms, your business will gain greater visibility and the searchers will be more likely to find your website. Those that click on your PPC Adverts are typically consumers that have searched for topics that are relevant to your brand.
It is important to note that a PPC campaign will only as good as the research done behind it, you should never rush the PPC research stage as it can be a very costly mistake if not executed correctly.
The most important stage of ANY digital marketing strategy has to be patience. The growth of the internet has created a need for immediate results and answers and it is key to remember that in regards to digital marketing, the immediacy is NOT there.
Overnight success is rarer than winning the lottery, Businesses don’t become popular upon their first day of trade. It takes a lot of time, work and patience to build up a client base and create relationships. To form these relationships takes months and sometimes even years of interactions. Just like these relationships, your digital marketing plan will take time to produce results, it is important to stay consistent.