Digital Marketing - Basics for You

Digital Marketing - Basics for you


Most modern companies do marketing mostly on a digital level. Entrepreneurs find new customers online, large companies use social media for leads, and it's almost impossible to do well as a business without a website. 

Digital marketing is about more than just selecting and applying traditional marketing principles to smartphones. Digital marketing is a new approach that solves problems for your target audience, keeps your customers engaged with your brand, and makes it easier to generate, convert, and profit online leads.


Before you start your own online marketing campaign or create content, you need to familiarize yourself with the basics. What are your goals? Do you advertise in a creative market or do you hope to attract executives working in multinational companies? Here are some good starting points you can use to develop a digital marketing strategy.


What are your goals in digital marketing?




Often companies as individuals start with digital marketing without first defining their goals. Your goals must be specific, achievable, and tailored to your business and your sector.

For example, if you have a landscaping business, you want to be confident in your area. For example, if you are looking for a landscape service provider in your area, then your goal should be to appear in the top search results. 

With this goal as a basis, you can drive your strategy forward and make it concrete by putting it into tangible numbers. For example, you can decide if you want to appear on the SERP or search results page among the top five for your desired keywords.


Think about your overall goals. Digital marketing is a means to an end, but not an end in itself. Goals - such as a certain number of visitors, followers on Facebook, or daily website visits - lead you to your primary goals: sell more products, retain more customers, or generate higher profits. 

These goals also need to be clearly defined. Maybe you want to generate 500,000 euros in sales this year or you want to expand your customer base with another 1,000 customers. Your digital marketing strategy can help you achieve all these goals.


What does your ideal target group look like?



Before you can establish an effective online marketing strategy, you need to have a clear idea of ​​your target audience. To get a realistic idea of ​​who is using your products or paying for your services, you need to take a closer look at your existing customer base. Here it is important to collect as much data as possible so that you can create some typical buyers.

A buyer persona is a fictitious example of your ideal customers that goes beyond statistical analyzes such as age or gender. Against this background, consider aspects such as the area of ​​activity, family size, income, and other relevant factors for your sector as your product. 

For example, a baby product company might create a specific buyer named Maria. Maria can be 29 years old and have a young child. She has a full-time job, earns 40,000 dollars a year, and always seems busy and with little time. The baby product company can create specific marketing campaigns online that will attract potential customers like Maria with expertise.


How can your business meet the needs of the target audience?


Once you have defined the goals of your business and have sketched a clear picture of your personalities of buyers, it is time to find out how to meet the needs of your target audience. It's easiest here to ask existing customers where they see the biggest problems. Or put together all the (queries) questions you have recently received from customers and website visitors.

If a large percentage of customers seek advice on a specific problem, then you have already identified the main problem for your customers. Now you can work to get rid of these problems with effective digital marketing. 

At this point, we will move on to the example of the baby product store. Your customers may consistently say they want to buy more products, but they often struggle to find the right one. This way you will encounter a problem that is common within your target audience.


Now you need to actively tackle this problem - for example, with the help of a campaign that revolves around the fact that too many parents have difficulty finding a uniform size for their children's clothing. In this context, you can write blog posts that contain large tables and advertise that your company now offers standardized sizes for babies and toddlers.


Work on your strategy?


One of the advantages that distinguish digital marketing from traditional marketing is easy to access to the analytics. With just a few mouse clicks you can find out how many people saw your ad online and how many clicks your blog post had on a given day. Now it is important to use all these numbers to your advantage.

First of all, you can find out from which geographical area your target audience comes. If your business is nationwide, you may find that most of your customers come from a particular region of the country. 

Try to find out why the group is concentrating on a particular region (example: salary differences between federal states or regional preferences) and then use the knowledge gained to refocus your digital marketing.


You can also see which ads are performing well and which blog posts are being shared the most. If you work with multiple authors to create your content, you may find that readers prefer one author over the other. On this basis, you can ask the prospective author to write more blogs and give your campaigns such a uniform style as the same tonality.

Digital marketing strategies are often in a state of upheaval. This is not a bad sign, and it does not in any way mean that your business has failed. Rather, it reflects the daily flood of data that one exposes through digital marketing. 

With new data readily available, companies can adjust their strategies to get the best possible results. With a content manager who has access to this analytics, your business can continually improve, increase traffic, increase customer satisfaction, and achieve many other important goals step by step.


Digital Marketing Vs. Online marketing



Digital marketing is more than just the content of your website. Because while online marketing focuses on communication via the internet, digital marketing uses all digital channels such as TV, radio, or smartphone apps. To be successful in the digital age, your marketing strategy must include social media in addition to web and email marketing. Together, these three platforms can ensure that your business is fully perceived and that you can connect with potential audiences across different platforms.


Social media as a motor of digital marketing

There are more than 219 million Facebook users in the USA alone. Companies that do not miss out on social media have a welcome opportunity to reach a wide audience. Although the number of social media users is well known, some companies may not yet understand the added value of social media.

Social media is much more than just a trend as a fun way to stay interesting as a business - although of course, this can also play a role. Rather, your social media marketing can build your relationships with customers and promote your brand consistently. 

In doing so, you remind users of the benefits and value that your business can offer daily. While a customer is unlikely to visit your store or website every day, there is a good chance that they log in to their social networks at least once a day - if not more. This enhances brand loyalty and you ensure that your business as a website is continuously noticed by your current, former and potential customers.


Social media is also great at promoting the content you have already created. For example, if you write a post for your blog every day, you can post it on social media platforms. This will allow more people to see the content you have created, which will both expand the reach of your business and increase the value of your business. 

The content may consist of written blog posts as articles, but it may also include graphs or diagrams created with programs such as Creative Market.


The right social media platforms for your business


There is no doubt that social media is an integral part of a digital marketing strategy. However, this does not mean that your business should be represented on every social media channel. Rather, it comes down to analyzing each platform and then trading on the ones that work best for your brand and audience preferences.

For many businesses, Facebook is the right place to start. It is the largest social media platform in the world and is already used by a huge number of companies. 

There are currently more than 50 million business pages on Facebook alone. Many companies with visual content can also visit apps like Instagram or Pinterest. These options are especially popular with younger people.



If your business - keyword B2B - primarily does business with other companies, the right choice may be a professional platform. Many large companies publish their content on channels such as Tweeter or LinkedIn, which are used by experts from various sectors. 

Companies that appeal to a younger audience can thrive on Snapchat or Tumblr. The key is to find the right platform and then turn it on. It is not necessary to be present and do marketing on every platform, but it is important to be consistent and active on the ones you choose.


Successful application on social media

Social media is a great way to promote your blog as a website. All articles or images you create and publish increase your organic reach. However, there are two other ways to increase your reach: one is through content sharing and the other is through advertising.


Paid ads on social media are often referred to as promotions or boosts. If you have a successful blog post that converts leads quickly, you can pay to be seen by more people on your chosen social media platform. Although these messages are displayed to users as boosted as so-called paid messages, they can still be used as a custom audience approach. 

In the world of digital marketing, this approach tends to lead to better user experience than traditional advertising. Messages can also show which friends and colleagues have already viewed the content or who liked it so that your target audience can relate to it directly.


By offering content on social media, you make it easier for readers to share this content on their social networks. For example, if you write a great article about how to dress your babies for winter, there may be thousands of parents who find this helpful. They can then find your article on Facebook or Twitter and share it with one click. Getting readers to share your content is an ideal way to reach more people with your interests.


When you talk about digital marketing, SEO, or search engine optimization should also be mentioned in this context. SEO is about ensuring that search engines display the content that is relevant to users and that your business is displayed on the search results page - at the moment when users enter keywords into Google, Bing, Yahoo, or any other search engine.


However, your content will not magically make the magical first page of these search engine results. Even if your content is excellent, it should be optimized for search engines. This is where SEO comes in. When writing an article or creating content for different landing pages, make sure you include the keywords or phrases that are often used to find companies like you. There are many SEO tools online that can help you find keywords that are appropriate for your sector.


Inbound marketing



When you create meaningful and relevant content that relates to the problems of your customers, you are already applying the inbound marketing philosophy. Because inbound marketing is about helping people find solutions to their problems, even if you are not directly promoting your products or services. If your business in New Jersy offers landscaping services, your content may be related to the following topics:

 

  • Plants that bloom in sunny regions
  • Domestic flowers in New Jersy
  • When can you mow grass fields in New Jersy?


These topics address the questions that your potential customers are asking. And they position you and your company as experts in this field. Plus, the people who read your blog posts and visit your website can learn more about your business and the services you offer. If these people want to hire a landscaper, your business will be among those from which they will choose a business. 

Inbound marketing enables customers to discover the value of your business for themselves instead of being bombarded with direct ads. It is a more subtle process, but equally effective in the long run.


Win past customers via email marketing


Far too many companies send emails that can be considered spam. This fact is such a big problem that many users have installed apps and filters that are specially designed to prevent spam from reaching the mailbox. You do not want to spam your customers either, but email marketing can and will still have a place in your digital strategy. Because such measures can help to win back previous customers and retain current customers.

Sending occasional emails with valuable content is not spam. Instead, it is a service you offer to past and present customers. It is about making sure that every email has a purpose and real value.


The future of communication: Emails for Smartphone

Over 78 percent of Americans use a smartphone and mobile usage is increasing rapidly. In this country now three out of four people access the internet with a mobile phone. Of course, many also frequently check their email on their smartphones. That's why it's important to ensure that all email is displayed as accurately on mobile phones as on laptops and desktops.

Often, the people responsible for sending marketing emails design the email on work computers, but many readers open the email on their smartphones. Formatting for mobile devices is a small step that can be used to ensure that emails are displayed correctly when opened. If email is to visualize your brand and your business, it needs to be compelling.


Content management strategy


There is one important element behind digital marketing: content. In addition to one or more suitable authors, you need a content manager. He is responsible for the release, planning, and scheduling of future content for your business. In a creative marketplace, a content manager demonstrates the necessary imagination and tact - just as he understands how to deal with facts and analysis. Because when managing content, frequency, continuity, distribution, language, brand image and formats must all be taken into account.


Contents - plan exactly


Every business needs to plan its content and an editorial calendar helps keep things updated. There are three things you need to consider when planning content: continuity, frequency, and the right platform.

Continuity is absolutely essential. If you post your business on Facebook once a day and then stop the platform for a week, it confuses users. Without regularity, the positive user experience will diminish. Also, the algorithms of certain social media platforms can, so to speak, penalize your account after a long period of neglect. Instead, write a blog post, for example, once a week, and try to stick to this schedule. And show that you value your readers by continually writing content and delivering on time.


One of the best practices in digital marketing is to create an editorial calendar as far in advance as possible. For many companies, planning the work two or three months in advance is ideal. 

This leaves enough time to find ideas and a team of authors for the content and to execute uniform planning. If you plan your content with a longer lead time, you can just see if you avoid one topic over another and if you really address the difficulties and issues of your ideal audience.


Distribution channels for your content

Once your editorial calendar is full, it's time to figure out how to best distribute the content you've created. Of course, the appropriate distribution channels depend on your company, your target audience, and the type of content being delivered. 

For example, if your business is successful at making videos, then it should be natural to share them on YouTube. If, on the other hand, it belongs to the photo business, then sharing photos on Facebook or Instagram is ideal.

Forget the channels that exist outside of social media. Your website serves as your medium for distributing content. As you constantly update your blog for new developments and share all the content you have created, more users will have access to your website and thus increase traffic. You can also email content to existing customers as contacts. 

These are the distribution channels that are available to you outside of the social media platforms. Most successful companies believe that content should be distributed across multiple channels to get as many people as possible. For example, if you pay an author to write a blog post, you assume that the post will be read by more people.


A uniform language for your content


Your brand language determines how your business is viewed and understood by the global audience. When you think of a brand that has a lot of emojis and GIFs in its content, you probably associate this immediately with a brand or service for teens. Of course, your brand language is important. However, just as important as defining your language is continuous use.

Working with a consistent brand language does not necessarily mean hiring the same writers over and over again, although this can be helpful. If you have clear guidelines regarding your brand language, you can still choose from a large group of authors. 

A particular directional direction makes continuity easier. You can - to give an example - write your content in the second person to communicate directly with the readers, or write/speak in the third person if you do B2B marketing on a formal level.


Ideally, your brand language should be found on all your platforms. While it is acceptable to optimize texts for different media, the basic tone should represent your ideal target audience and image and express what you want to stand for with your business. This marketing language should appear on the home page of your website and be used consistently for emails, advertisements, social media posts, and - as applicable to your business - in print media.


Different formats for digital marketing



The content you share can be viewed in a variety of formats. As a company, it is up to you to decide which formats are appropriate for your sector. Note that it is entirely possible to be successful with multiple formats. A company can mostly blog posts, but can also occasionally upload videos to share information in new ways.

Much of the content is written and with good reason. Often the written word is the easiest and most effective way to convey an idea. Texts are the ideal way to share content with the widest possible audience. For example, you could interview an expert from your industry and share the new information with your readers. You can also write blog posts and create e-books as well as detailed white paper reports covering specific topics.


In today's fast-paced world, other forms of content can also be very successful. Many companies use photos because they feel they are expressing an idea quickly - especially on social media. Videos, especially short videos, are also a welcome way to communicate with users on a new level. Make sure the content is formatted for the best possible user experience.

Instagram users will not click on a link to read a long research paper on their phone, but professionals who use LinkedIn can.



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