Digital Marketing Explained
Digital Marketing is a term to describe all online marketing channels. For example, businesses reach customers online via digital channels which includes Google Ads, Social Media, E-mail, Websites, SEO and more.
In this initial post I am going to go through some of the basics. As a result you should be able to identify the key channels and how to develop a strategy.
The most important thing to remember is that it offers a wider reach than traditional marketing. This is because of the channels available and the number of users online.
At the core of Digital Marketing is content which can be delivered via various channels using different tactics. Content Marketing is linked to Inbound Marketing and focuses on writing and creating engaging content for your target audience.
Inbound Marketing is a methodology based upon attracting current and new customers to your website. The term was first used by Hubspot in 2005 and described the process of Attracting, Converting, Closing and Delighting Customers. This has since been simplified to 3 steps:
Inbound Marketing content tends to be useful, builds trust and engagement.
Inhouse or Outsourced?
Outsourced or done in house? Either way it is an effective way to target your customers in the digital age. Some businesses rely solely on Digital Marketing whilst others typically generate 25-50% of their income via digital channels.
If your business is not fully embracing and leveraging the channels, you are missing out on potential markets.
You may wish to consider talking to a Marketing Agency or a consultant to support you initially. This can be a cost effective way to get things started if you do not have the skills in house.
If you do so you will benefit from professional skills and knowledge. As always do your homework to ensure they are a good fit for your business. Some specialise in key sectors which can be beneficial.
If you are looking for fast results, industry and persona awareness can prove to be very effective.
The Main Channels
- Paid Search
- Social Media
Why Your Business Needs a Marketing Strategy
You may be planning to use some of the Channels to grow your business. Maybe you already have some in place, either way your business needs a clear digital strategy.
I have been consulting for over 10 years and I am often surprised to find how many businesses work without a clear plan or direction.
There is a lot of information online about Strategy, but simply put, a strategy clearly indicates the steps you or your business will take to win business.
As a minimum your Strategy should include:
- Overall Objectives
- A Measurement Plan
This will clearly set out what you are looking to achieve for your business this year and some short term goals. It is also important to decide on what data you are going to measure so that things are on track.
The final element are the tactics and channels you are going to employ to generate awareness, drive traffic to your website, get clicks and the conversions and leads to give you an ROI.
The Benefits of Digital Marketing
There are so many benefits to using it to build brand awareness and growth. Each Channel has its own unique advantage. I have listed the 4 key benefits here. Digital Marketing removes barriers to entry that traditional marketing may have. Regardless of size, any business or individual can compete and even rank number 1 or be a key influencer in a channel.
It allows accurate targeting of customers and the metrics available allow you to measure the impact, reach and effectiveness of your campaigns.
Not all channels are appropriate for every business or sector. That said I have yet to see a sector that would not benefit from employing at least one channel. The advantage is you can test it to measure its effectiveness at a relatively low cost or do it yourself.
- Cost Effective
- Intelligent Targeting
- Compete on a Global Scale
- Measurable Metrics
Summary of Digital Marketing
In summary, there are so many options available and there is no one size fits all. The most important thing is that you start somewhere and find out which method works best for you and your business. However be sure to build a strategy around this. You need to have the time to be consistent and patient but most importantly understand your perfect Persona and what their needs are.
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Welcome to Roxy Marketing
A Digital Marketing Agency specialising in SEO, PPC, Social Media Marketing and Content Marketing.