What is digital marketing strategy and planning
What is digital marketing?
What tactics are there in digital marketing?
- Search engine optimization (SEO)
- Content marketing
- Inbound marketing
- Social media marketing
- Pay per click (PPC)
- Partner marketing
- Native advertising
- Marketing automation
- Email Marketing
- Online PR
Search engine optimization (SEO)
The aim of optimizing your website is to increase your organic (free) traffic to your website through a higher ranking in search engine results.
The aim of creating and distributing content materials is to increase traffic, brand awareness, lead generation and ultimately the number of customers.
The term inbound marketing refers to an approach that involves the entire marketing funnel. The aim is to appeal to customers through the use of online content, convert them, do business with them and inspire them.
Social media marketing
With this approach, you promote your brand and your content on social media channels in order to increase your traffic and brand awareness and generate leads for your company.
Pay per click (PPC)
This term refers to a billing method in paid online advertising in which you pay an amount for each click on your ad. One of the best known providers of PPC ads is Google AdWords.
This is performance-based advertising pay where you receive a commission when you advertise someone else's products or services on your website.
Native advertising is about content-based advertisements on a platform on which they are displayed alongside unpaid content. A good example of this is sponsored posts on BuzzFeed. Many marketers also consider advertising on social media to be 'native', e.g. B. Advertising on Facebook and Instagram.
Marketing automation is a term for software that is used to automate marketing campaigns. Many marketing departments have recurring tasks that they can automate, such as emailing, social media posts, and other actions performed on websites.
Businesses use email marketing as a way to connect with their target audiences. Email marketing is widely used to promote content, discounts, and events, and is also used to direct people to the company's website.
Online PR is an activity that aims to promote or initiate reporting on one's own company in digital media, on blogs and other content-based websites. It's similar to traditional PR - but online.
What is the difference between digital and inbound marketing?
On the face of it, they are similar: Both operate primarily online and both focus on creating digital content that is intended to be consumed. So what's the difference?
The term digital marketing does not differentiate between push and pull marketing tactics (what we now also refer to as inbound and outbound methods). Both methods fall under the umbrella term digital marketing.
Digital Outbound-Tactics aim to get a marketing message to be seen online by as many people as possible - regardless of whether its content is relevant or welcome. An example of this is eye-catching banner ads that are displayed on many websites promoting a product or promotion to people to advanceeven if they may not be ready to receive the message.
Marketer, the digital InboundApplying tactics, using online content to get their target customers to visit their website by providing helpful materials. A simple but extremely effective digital inbound tool is a blog. It enables you to customize your website with the terms your ideal customers are looking for.
Inbound marketing is a methodology that uses digital marketing materials to target online visitors, convert them into leads that will be used to close deals, and then excite those customers. Digital marketing, on the other hand, is a simple umbrella term that describes online marketing tactics of all kinds, regardless of whether they are inbound or outbound.
Does digital marketing work for all companies? B2B and B2C?
In the B2B area
If your business is in the B2B arena, your online marketing will mostly focus on lead generation. Your ultimate goal is to get potential customers to get in touch with your sales department. Therefore, the role of your marketing strategy is to target and convert high quality leads for your sales reps using your website and other supporting digital channels.
Beyond your website, your activities are more likely to be focused on channels like LinkedIn, where your target demographics are online.
In the B2C area
If your business is in the B2C space, depending on the entry-level price of your products, the goal of your digital marketing efforts is likely to drive visitors to your website and convert them to customers without ever talking to a sales rep .
Because of this, you're probably not focusing on generating “leads” in the traditional sense. It is more likely that you will focus on an accelerated buyer's journey - from the first website visit to the actual purchase. This means that you are already putting information about product functions in your content for the upper stages of the marketing funnel - earlier than would be the case with a B2B company. In addition, they likely need stronger or more specific calls-to-action (CTAs).
For companies in the B2C sector, channels like Instagram and Pinterest are often more valuable than platforms like LinkedIn, which are more about professional.
What are the main advantages of digital marketing?
Digital marketing enables marketers to see precise results of your campaigns in real time, which is not possible with most offline marketing activities. If you've ever run an ad in a newspaper, you probably know how difficult it is to estimate how many people turned to the page and even noticed your ad. There's no single way to tell if the ad was responsible for any sales.
In digital marketing, on the other hand, you can measure the ROI for pretty much every aspect of your marketing activities.
Here some examples:
With digital marketing, you can see in real time the exact number of people who viewed your website's home page. This is made possible through the use of digital analytics software such as HubSpot. You can also see how many pages you visited, what device you used to do it, where you came from and get further digital analytics data.
These insights will help you determine which marketing channels to focus on based on the number of people being directed through those channels on your website. For example, if only 10% of your traffic is coming from organic search results, you know that you will likely need to invest more time in your SEO to increase that percentage.
In offline marketing, it is very difficult to determine how people interacted with your brand before contacting your sales or buying something from you. With digital marketing, you can identify trends and behavioral patterns of your target customers before they have reached the final stage in their buyer's journey. This means that already at the top of the funnel (TOFU) you can make more informed decisions about how to get them to your website at the right time.
The performance of your content and lead generation
Imagine that you have created a product brochure and distributed it as a direct mail. In this case, this brochure is offline content. The problem is, you have no way of telling how many people opened your brochure and how many people ended up with it.
Now imagine that you have this brochure available on your website. You can measure exactly how many people have viewed the page on which the content is hosted and you can use forms to collect the contact details of those who have downloaded the offer. So not only can you measure how many people are interacting with your content, but you also generate qualified leads when they download it.
An effective digital marketing strategy combined with the right tools and technologies enables you to relate all of your sales to the first digital touch point a customer has with your company. We call this "attribution". It can help you identify trends in the way your customers are looking for your product and buying it. This will help you make more informed decisions about which parts of your marketing strategy to focus on and which parts of your sales cycle need to be improved.
Establishing a link between marketing and sales is very important. According to the Aberdeen Group, companies whose sales and marketing are coordinated achieve an annual growth rate of 20%, while companies with poor coordination can expect a reduction of 4%. If you can use digital technologies to optimize the customer experience across the buying cycle, it will very likely have a positive impact on your sales.
What kind of content should you be creating?
The type of content you create depends on the needs of your target audience at different stages of the buyer's journey. The first thing you should do is create buyer personas (use these free templates or try our free persona tool). This is how you determine the goals and challenges of your target group in relation to your company. Basically, your online content should be geared towards helping your prospects achieve their goals and overcome their challenges.
Then you should think about when your target group would prefer to consume this content in terms of their stage in the buyer's journey. We call this content mapping.
With content mapping, the goal is to align the content based on the following criteria:
- The characteristics of the person you're creating the content for (that's where buyer personas come in).
- How far away the person is from a purchase (i.e. their lifecycle stage).
When it comes to the format of your content, you have a variety of options. Here we have put together a few options that we would recommend during the different phases of the buyer's journey:
- Blog posts They are great for growing organic traffic if you have a good SEO and keyword strategy in place.
- InfographicsInfographics are particularly shared, which in turn means your brand is easier to find on social media. (Take a look at these free infographic templates to get started.)
- Short videosVideos are also shared frequently on social networks and help your brand to be found by new audiences by hosting them on platforms such as YouTube.
- E-books E-books are great for lead generation because they tend to be bigger than a blog post or infographic. It can be assumed that potential readers will be willing to submit their contact details for this content.
- Research reportsAgain, this is content with great lead generation value. Research reports and new data for your industry may also be suitable for the awareness phase, as the media or the industry press often pick them up.
- Webinars Webinars are a detailed, interactive form of video content and are good for the reflection phase because they are more comprehensive than blog posts and short videos.
- Case studies By providing detailed case studies on your website, you provide relevant information for potential customers ready to make a purchase decision. You can use it to have a positive influence on your decision-making.
- TestimonialsIf case studies are not a good fit for your business, short testimonials are a great alternative. Testimonials in B2C are not that narrow. For example, a fashion brand might display photos of people wearing one of their clothes. You can get these photos from a hashtag with your branding from a platform of your choice.
How long does it take to be successful?
With digital marketing, it can feel like success comes much faster than with offline marketing. That's because it's easier to measure your ROI. However, your real success ultimately depends on the chosen yardstick and the effectiveness of your digital marketing strategy.
Take enough time to create extensive buyer personas and identify the needs of your target audience. Then focus on creating quality online content to appeal to and convert your target audience. Then you will likely see good results in the first six months.
When paid advertising is part of your digital strategy, results will show up even faster. However, we recommend that you focus on building organic (or 'free') traffic using SEO and social media for long-term, sustainable success.
Do you need a big budget for digital marketing?
That depends on what elements of digital marketing you want to include in your strategy.
If you already have a website and want to focus on inbound techniques like SEO, social media, and content creation, you don't need a big budget. With inbound marketing, the focus is on creating quality content that your target audience will want to consume. Unless you plan on outsourcing content creation, all you need to do is invest your time.
You should definitely expect an expense with outbound techniques like online advertising and buying email lists. How high the costs are depends on the visibility you want to achieve as a result of the advertising.
For example, if you want to run PPC ads through Google AdWords, you have to bid against other companies in your industry to show up with your keywords in the top search results. Depending on how much competition you have for the chosen keyword, this can be quite affordable or extremely expensive. So it's better to focus on expanding your organic reach.
What about mobile marketing?
Another important component of digital marketing is marketing via mobile devices. Today, 60% of digital media is consumed on mobile devices. The remaining 40% is accounted for by desktop devices. That's why it's so important to optimize your digital ads, websites, images, and other digital materials for mobile devices. If your company has a mobile app that allows users to interact with your brand or buy your products, your app also falls under the umbrella of digital marketing.
Users who interact with your business on mobile devices must have the same positive experience that desktop users have. So you need to use a mobile-friendly or responsive design to get the ideal usability on mobile devices. This also includes shortening the length of your lead generation forms to provide a hassle-free experience for those users who want to download your content on the go. You should always keep the mobile user in mind when making your social media images. The images must be adapted to the dimensions of smaller screens, otherwise text may be cut off.
There are many ways you can optimize your digital marketing materials for mobile users.No matter what your marketing strategy is, you should always keep an eye on what the customer experience will look like on mobile devices. If you keep this in mind, you'll be able to create digital experiences that work well for your target audience. This then results in the results you want.
I am ready to try digital marketing. What now?
If you are already into digital marketing, chances are that you will reach at least some segments of your target audience online. However, you probably won't have too much trouble identifying areas of your strategy that can be improved a bit.
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