What is Digital Marketing and how do we use it?
You may have heard about email marketing – and even signed up to receive newsletters from your favourite brands. You will, by now, have heard of social media marketing, whereby businesses use their Business Pages to post organic content to share and connect with their audiences, and you may have even received text messages from a company or business reminding you that there is a sale on next week.
Whether you are a YouTube fan, landed on a website after a google search, love receiving the latest inspiration from your favourite fashion or car brand, or you love a good blog post – you are engaging with Digital Marketing.
Every day we are bombarded with images, emails, text messages, influencer suggestions, youtube explainer videos and the ads inside our social media platforms.
Multiple times a day, we are exposed to high-level temptation from all our favourite places as the gentle and at times aloof Digital Marketing methodology is delivered to us.
So what is it? What is Digital Marketing?
Digital Marketing is any form of marketing that occurs online with the help of a laptop, mobile, internet. There also may be digital signage or technology not connected to the internet! Digital Marketing can range from a complex automated Lead Nurture email sequence to the content you place on your website. Lets unpack the top ?? Digital Marketing tools you could employ in your Coaching ToolShedd!
SEO (Search Engine Optimisation)
The goal of SEO is to get a business to rank higher in Google search results, ultimately increasing search engine traffic to the business’s website.
To accomplish this, SEO marketers research the most common words and phrases consumers are using when searching for information online and then use those terms in their content.
When was the last time you went to page 2 of the google search results? How about page 3 or 4?
If you’ve ever used the internet, you’ve most likely encountered this next digital marketing strategy.
Pay Per Click (PPC)
Pay-per-click refers to paid advertisements and promoted search engine results. Pay-Per-click search results often appear at the top of the page above the organic or SEO based results.
This is a short-term form of digital marketing, meaning that once you are no longer paying, the ad disappears.
Have you used PPC, or do you hire someone to get the job done?
Social Media Marketing
One of the most significant Digital Marketing strategies is the one that follows. If you haven’t already, either try it yourself or hire an expert to assist you in growing your business:
Social Media Marketing
Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach.
Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
Content Marketing
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts, resources like white papers and e-books, digital video, podcasts, and much more.
Feel free to share with us some of your business’s content. Drop a link or tag your business below for everyone to know you!
Email Marketing
The “OG” of Digital Marketing! Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques. It can be part of a content marketing strategy, providing value to consumers and over time convert an audience into customers.
Mobile Marketing
This digital marketing type is focused on reaching your target audience on their smartphone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.
Which text or email would you rather receive?
A. Mcdonald’s letting you know the ice cream machine is working again
B. NetFlix letting you know the next season of a show you finished 18months ago is about to drop.
Data is Delicious
Being able to measure our work is the fundamental genius that is Digital Marketing. It allows us to track, understand and measure our traffic and audiences and how well they perceive our marketing campaign.
Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behaviour at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more.
But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
WHICH ONE TO CHOOSE AND WHY
Strategy is Sexy
Work one and work it well – I ALWAYS say this … but if you are time-poor, not in a position to outsource or would like to learn how to do it all for yourself – it all takes time.
There are two things to know about Digital Marketing when deciding what to use:
- They ALL work! – so pick one and work it well (then move on to the next area).
- plan in advance to best leverage each tool in the Digital Marketing Tool shed. Then using it with maximum effect will be the key to weaving a strong Digital Marketing Success story.
From a digital perspective – the four core areas you need to be focusing on are:
- Website and your SEO (get found on google using the words people are using to find you)
- Facebook Business Page – (regardless of all the other platforms – THIS is the king).
- CPC – Digital Advertising – if you want to grow FAST – there is literally no other way!
- Email Marketing – to nurture your customer base inside your own business (and not on Socials).
**BONUS: To help run the above – write a blog a week to help you get found on Google and use it across your Social Media.
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