Digital Marketing: All You Need To Know
Contrary to digital marketing, offline marketing isn’t as effective as it used to be. The world has gone digital and marketing along with it. If you are still offline, then you are losing sales whether you like it or not. While Fundera says 92% of US sales still happen offline, it also says online shopping has had a steady increase since 2007.
The very foundation of marketing is all about reaching out to your audience where they spend most of their time.
In 2018, statistics recorded 3.92 billion internet users. In 2019, the number went up a couple of million. Today, that number stands between 4.13-4.30 billion users. That is over half the world’s population on the internet, waiting to be sold to.
Digital marketing helps you target every single audience on the internet. We are here to tell you everything there is to know about digital marketing and how you can make the most of it for the success of your business.
What Is Digital Marketing
Digital marketing is the process of using digital materials to reach out to a target audience through the internet or any online-based medium.
In a nutshell, it entails any, and every form of marketing carried out online from blogging, social media, emails, websites, and all forms of inbound and outbound marketing.
Why You Should Focus On Digital Marketing
People spend a considerable amount of time on blogs, reading the news and other materials they love. In today’s world, when someone has a question about their health, diets, home, or product, search engines are the first places they consult. The information they digest from the internet is ultimately what prompts their buying decision.
Sometimes, customers wouldn’t know they need a product till they stumble across your online marketing materials. This could be a blog post with an answer to their question and pointing them to your product, or a PPC advert.
Like with blogs and search engines, social media also holds a considerable number of people. This is where people spend their free time and one of the targets for digital marketing.
What better way to reach out to a target audience than in a place that has become a second home to them. When used properly, social media can be a digital marketing tool for building a powerful brand.
Read also: The 4 Ps of Marketing
Types Of Digital Marketing
We have established the definition of digital marketing. However, if you are still wondering how these all fit in, or what components make up online marketing, here is a list of the various types of digital marketing.
Search Engine Optimization (SEO)
Search engine optimization, like you probably already know, is all about optimizing content or website for search engines.
According to Forrester, 71% of consumers start their buying process from search engines.
For example, a consumer seeking to compare similar products would ask Google first.
What SEO does for you, your business, or your website is making sure you gain the desired visibility when certain keywords are entered on search engines.
Without organic views, you aren’t reaching out to potential customers naturally. So, if you have an e-commerce store, a company website, and a blog, SEO should be a second language to you.
Content marketing means driving brand awareness and traffic through content.
One of the common illustrations of content marketing is blogging, answering customer queries while driving them to take some form of action.
E-commerce websites that sell gadgets will create content for gadget comparisons, gadget reviews, specifications, and other content that consumers are always searching for.
It is a similar practice across industries. Whatever the content you are putting out, it has to be what people are searching for and one that answers a question about your products or brand.
Social Media Marketing
Social media has risen to become a space where people spend their time. The total number of social media users is currently at 3.6 billion and that number is steadily increasing as mobile phone usage increases.
Depending on your industry, you can choose the best social media platform that fits your business.
For example, Instagram, as a picture platform, is best suitable for fashion-based brands.
Marketing on social media can be done through paid adverts or for free with a well-structured marketing plan.
PPC advertising is a form of advertising where you pay your ad publisher for every click to your website.
The term PPC stands for pay-per-click.
PPC ad publishers include Google and Facebook.
PPC ads are designed so that you don’t pay for adverts until you get actual website visitors.
The cost per click is depending on the popularity of a particular keyword. If the competition f0r a certain keyword is high, the cost per click is inflated.
PPC advert is best for e-commerce businesses. However, we always recommend you get the most informed advice from a digital marketing agency before you try out a PPC campaign.
Email marketing is a medium of reaching out to people who have, in some way, interacted with your business in the past.
It could be from customers who abandoned their cart on your store, filled out their emails to receive newsletters or made a purchase.
This form of marketing is popularly used for promoting store coupons, announce discounts, events, and more.
So, if you already have a store and you are noticing a decline in sales, this is always the best way to get old customers coming back for more.
Affiliate marketing is another component of digital marketing that allows individuals or influencers to promote your products and get a commission for every sale made through them.
It is one of the oldest forms of online marketing inspired by age-old offline marketing techniques.
This form of marketing isn’t suitable for all kinds of businesses. However, It offers a great way for an existing business to scale to a new level.
How To Make The Most Of Digital Marketing
The subject of online marketing is broad. The most successful businesses have a dedicated team to manage their digital marketing efforts or work with digital marketing agencies.
Without a proper understanding of digital marketing, there isn’t much you can accomplish. So, for a beginner, how do you make the most of digital marketing?
Take a course on digital marketing:
This is for people with a few hours to spare. If you are a sole entrepreneur still trying to get your business off the ground, I recommend you take a digital marketing course.
Google offers certification courses on the subject for beginners and intermediate all for free. You can also get great courses on the subject on sites like Lynda and Udemy for a token.
The good thing about online marketing is that you can simply pick one form to focus on and still do incredibly well. So, for starters, I recommend that you focus on one of the six types of digital marketing that we mentioned and stick to it.
Hire a digital marketing agency:
For businesses who can afford it, I recommend you seek the help of a digital marketing agency. This will help you decide which online marketing channel is best for your business, and help you implement it without it affecting other aspects of your business.
There are various digital marketing agencies out there eager to help you make the most of your online presence.
Hire a freelancer:
I also recommend this method for new businesses and existing businesses alike.
Freelance platforms such as Upwork and Fiverr offer many incredibly skilled individuals that can help you with your digital marketing efforts.
Hiring an independent freelancer can also be less expensive than an agency.
To help smoothen the process, I recommend you choose your desired marketing channel before hiring a freelance digital marketer.
Read also: Understanding Market Research For Dummies
Best Digital Marketing Tips To Boost Your Efforts
To help you enhance your online marketing efforts, here are some of the best digital marketing tips to help you through your digital marketing journey.
Develop a powerful digital marketing strategy:
Like everything else, digital marketing needs a foundation if you desire great results. The foundation for making the most of your marketing efforts is having a powerful digital marketing strategy.
This is the first and most important tip for having a great online marketing result. Every step you take in this regard should always tie back to your digital marketing strategy.
Check your performance regularly:
Don’t assume your efforts are paying off. Regularly check for performance results. If nothing is working, go back to the drawing board. If some are working, then you know you are on track.
Make informed decisions backed up by data:
Many marketers make decisions from instinct. That shouldn’t be you. You can’t assume that something will work and then go on to implement it. Ensure your marketing decisions are informed and they are backed up by data.
Ensure you are speaking to the right customers:
When putting out content, always ensure you are speaking to your ideal customers. Answer the possible questions that people looking for your product and services are asking. The kind of content to create should also be included in your digital marketing strategy.
Choose the right platforms:
We already mentioned this fact earlier. Because there are tons of digital marketing channels out there doesn’t mean you have to use all of them. Choose what works best for your industry and stick to it.
Focus on results and how to increase conversion:
The goal is always to make sales and not to gather impressions. Focusing on results gives you a more detailed approach to what’s working and what isn’t.
Track cart abandonment:
Online stores see an average of over 80% of carts abandoned. You want to know the people abandoning their carts and why. This way you can reach out through email marketing to ensure they complete their order.
Use social media to the fullest:
Social media isn’t just a place to sell, it’s a place to connect with your customers. People will buy from you when they know and trust you. Social media is a place you can gain that exposure and trust through active engagement.
Optimize your website for mobile devices:
The reason is pretty obvious. Almost everyone today performs all online business on their mobile. From googling information on a product to browsing social network platforms. So, you want to make sure your website is optimized for mobile devices. I sometimes find some websites where I can only see half the page.