Digital marketing is a broad term that can be difficult to understand, but it's an essential element of any successful business. Digital Marketing focuses on the use of digital technologies in order to promote your products and services.
The goal of this type of marketing is not just about selling products or services, which has been the main focus for most marketers over the years.
Digital marketing aims to drive revenue by focusing on building loyalty with customers and potential customers through providing them with valuable content, offers, and information about your company as well as competitions or rewards programs they can participate in.
With that being said, Digital Marketing encompasses many different facets including SEO (Search Engine Optimization), SEM (Search Engine Marketing), E-mail Marketing, and Social Media Marketing.
- Digital Marketing is a great way to gain customer's attention, which will result in more traffic and leads for your company
- SEO (Search Engine Optimization) helps you rank higher on search engines like Google or Bing
- SEM (Search Engine Marketing) drives qualified web visitors from paid ads on SERPs
- E-mail marketing can be used as an effective tool if leveraged correctly and Social Media Marketing allows companies to connect with customers online. The goal of this type the focus is not just about selling products or services but instead building loyalty with them through valuable content, offers, information about their company. You also have various types of digital marketing such as social media promotion campaigns; email promotions; pay per click advertising.
Marketing your company online is a big deal these days. After all, internet usage has more than doubled over the past decade and this shift has massively affected how people purchase products and interact with businesses.
What is digital marketing? Digital marketing can be many things: it could involve creating an email list to stay in touch with potential customers, or setting up Google AdWords so they find you when searching for what you have on offer, or writing blog posts that show off your expertise—all of which are good ways of connecting with them (and influencing their decisions) without ever having to leave home!
What is Digital Marketing?
Digital marketing is a way to reach people through the internet and mobile devices. Digital marketers have the power of online advertising, email campaigns, social media sites like Facebook or Twitter as well as blogging in their hands.
The most common digital ads include pay-per-click adverts on search engines such as Google or Bing for example; they are designed so that when someone types something into an engine's search bar - say "restaurants near me" for instance - relevant information will pop up at them immediately with just one click! These advertisements can also be placed within other websites which we call contextual advertising.
Other popular forms of online advertisement includes emails sent by companies to lists containing hundreds if not thousands of recipients who've opted in.
Digital Marketing Assets
You don’t have to be a marketing guru in order to make the most of your digital assets. If you use anything online, chances are it can help with your content or social media strategy and grow as an asset for future campaigns!
- Your website
- Branded assets (logos, icons, acronyms, etc)
- Video content (video ads, product demos, etc)
- Images (infographics, product shots, company photos, etc)
- Written content (blog posts, eBooks, product descriptions, testimonials, etc)
- Online products or tools (SaaS, calculators, interactive content, etc)
- Social media pages
New and exciting digital marketing strategies emerge all the time, which is why this list of assets to manage online will constantly need updating.
Digital Marketing Strategies
The list of digital marketing strategies is also constantly evolving, but here are some of the top trending tactics that businesses currently use:
Pay-per-click (PPC) advertising is a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC called paid search advertising and Facebook Ads are another form of PPC called “paid social media” advertisement which we will get into shortly.
Paid Search Advertising
Google, Bing and Yahoo all allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours. You can also tap into your customer base when they’re in need by bidding on keywords related to their specific industry challenges so that your message appears before theirs does!
Google, Bing and Yahoo have been around since 1995 with Google being established two years later than its counterparts. The three largest SEOs charge per ad impression but payment methods vary from company-to-company which include credit cards or PayPal as well as other various options depending upon where you live; an option many people take advantage of these days
Search Engine Optimization (SEO)
If you want to get your website pages on the top of a SERP without paying, SEO is for you. For some people it can be easy and enjoyable, but if not then there's always paid search. But both methods take time and work - so decide what best suits your budget and timeline!
If You Don’t Want To Pay To Show Up In The SERPs, Use Search Engine Optimization (SEO)
To rank your content, you need to create keyword-rich blog posts that are optimized for search engines. To do this well takes a significant amount of time, effort, and skill – so it’s an investment. If you don’t have the skills or resources in-house or if SEO is not something that interests you, there are many companies who specialize in it and will be happy to help (for reasonable rates).
It takes quite a bit of work upfront to get any on-page optimization right: getting meta tags set up correctly; ensuring images have alt text tags with relevant keywords; writing copy with compelling headlines and headings using appropriate key phrases as well as syntax such as subheadings and bullet points where needed.
Paid Social Media Advertising
Paid social media advertising is a great way to market your business, product or service to people who might not know about you. So whether it's Facebook, Twitter, Instagram - whatever the platform may be- paid ads are an effective and affordable marketing tool that will help grow awareness of what you have to offer!
- While Facebook has a "Boost Post" option, Twitter and Instagram do not. Luckily for us, there are third-party tools that help automate paid advertising on these platforms so you can run ads with ease! One such service is called BoostAds - which helps businesses across every industry maximize their social media marketing efforts by using automated pay per click (PPC) campaigns to get customers from all over the world.
Now let's talk about how much does it cost? A lot of people wonder this question because they don't know what to expect. The pricing structure will vary depending on your business goals and the size of your budget but for most small businesses paying $20-$50 per day should be plenty inclusive.
Social Media Marketing
Social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And just like SEO organically marketing your business takes a lot more time and effort but in long run can deliver much cheaper results.
Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) is a complicated science of improving your website's user experience to convert more leads, chats, calls and sales. Most businesses use CRO in hopes that it will improve their conversion rates - most often this means converting the visitor into something they can buy or sign up for.
The content marketing industry is booming, with a vast majority of marketers dedicating time and resources to the sector. Some even consider it so important that they've dedicated their entire careers to this area alone!
The following article will show you how much influence one person can have on your business's success through strategic use of digital channels.
Ever get to the bottom of an article and see a list of suggested articles? That’s native advertising. Most content marketing falls under this type because it uses good quality content in order to attract clicks (something like “you won't believe what happens next!”). Often, you might have some trouble spotting these types since they are usually mixed up with non-paid recommendations…but that's kind of the point.
Email marketing is by far the oldest form of online advertising that’s still seeing success. Many digital marketers use it to promote special deals, spotlight content or advertise events.
Affiliate marketing is a great way to give your business an extra boost, without having the hassle of hiring more staff or paying for expensive software. It's also much easier than running ads on social media platforms like Facebook and Instagram; you just have to find someone who already has a large following online (like bloggers with over 10 thousand followers) and pay them based on how many people they reach!
Does Digital Marketing Work?
Digital marketing is a great option for any business. At Disruptive, we've used digital media to help all kinds of businesses grow--from mom-and-pop shops to internationally recognized universities and beyond. That's the beauty of advertising online: If you know who you want to target, it'll be easy enough to find someone on this big old internet!
Having said that though, there are certain types of businesses that will benefit more from certain forms of digital advertising than others - as a quick overview let’s take look at which strategies tend to work best for B2C companies versus those geared towards specific industries like educational institutions.
The good news is, because B2C companies aren’t trying to sell incredibly expensive products or services, they don’t need big sales teams or complicated marketing funnels. All they have to do is get their products in front of the right audience with the right messaging and then everything takes care of itself.
As a result, the primary goal of most B2C companies is to get people into and through their marketing funnel. For example, if you can get that harried mom onto your kids clothing website and offer her an exciting deal, there’s a good chance that she’ll buy today. You don't need to build a ton of brand awareness or trust before you can close a sale.
With this in mind many B2C companies see great results from higher-funnel marketing channels like social media advertising as well as paid social promotion traffic sources for getting customers who might not have heard about them yet but are still interested in what they do anyways right in front of opportunity more quickly than ever before because these methods are so targeted.
Now, supplementing with other digital marketing strategies like paid search or SEO is always a good idea, but if you have to pick one channel to start with, social media for B2C are great options.
Paid search is a great option for B2B companies because it can be difficult to find niche audiences on social media. This strategy also allows you to reach people who have very specific needs with your product or service, and are willing to pay more per click than they would if using other advertising methods such as paid social ads.
It is often more difficult to close a business-to-business deal than it would be for retail customers. This is because B2B purchases are usually much larger and take longer before they can be closed, meaning that the customer will need to see your message again and again until he or she finally decides on you. In contrast with dealing with consumers who come in contact only once at the point of purchase, these large investments require longterm strategies like content marketing or email campaigns so as not lose interest from potential buyers
In addition most business transactions involve high ticket items which necessitate slow closing time periods therefore making content marketing crucial during this process
Though each business has its own unique needs, it's helpful to compare the strategies of B2C and B2B companies. As a general rule, you'll find that they differ in their approach to digital marketing tactics like SEO or paid ads. But don't worry if one strategy doesn’t seem right for your company—with some experimentation and observation, I'm sure you can identify which is best!
How Do I Get Started?
The good news is, you can get started with digital marketing in a few steps. All the platforms that do online advertising make it easy to sign up and create your first campaign (this is how they make money). This guide has information on several different strategies for digital marketing:
- Paid search advertising
- Search engine optimization (SEO)
- Paid social media advertising
- Social media marketing
- Conversion rate optimization
- Content marketing
- Email marketing
Digital marketing is hard. You need to ask yourself 4 questions before you do it:
What are you trying to do?
Where are your customers?
How will they find you?
What is the goal of your campaign?
1. How Much Do You Need to Make?
To figure out how much you need to spend on digital marketing, first think about what you want it to do. Digital marketing can be used in different ways, like for lead generation or for driving clicks. The ultimate goal of digital marketing is making money (ROI!). When you are using digital marketing and if it is not profitable, stop using it!
The first thing you need to know before you decide what your digital marketing budget should be is how much money you want to make. Once you know that, then you can figure out how much it will cost and how many people will see the advertisement.
2. Who Are You Marketing To?
If you want to know how much money you want to make from digital marketing, first identify who your market is. This is very important because different types of people need different marketing tactics. And if you don't understand your buyer personas, then it will be very hard for you to create an effective strategy for digital marketing.
Talking to sales can be a good way to get a buyer persona. They talk to your customers who might buy your product. However, you need more information than just talking to the people who work for you or even doing research about other buyers. You also need to talk on the phone with your customers and ask them questions about themselves so that you can make an effective plan for marketing your product.
In your conversations with prospects, you should always be asking them why they found you in the first place and what convinced them to convert. This information will give you a ton of insight into marketing channels that are producing results for both organic sales success as well as where your advertising dollars need to go next- if at all!
3. What are Your Customers Worth?
Typically, people look at buyer personas as a good way to craft an effective marketing strategy. Buyer personas are great for this, but they're also part of putting together the most impactful digital marketing plan on earth --- you can't have one without the other! For example, imagine someone is advertising for SaaS-A-Frass with pricing like so:
In this situation, you’re probably targeting 3 different buyer personas:
- Small business “Steve”
- Mid-market business “Mandy”
- Enterprise business “Edward”
Small business "Steve" has much smaller and simpler needs than Edward or Mandy, so he’ll probably choose the Starter package. Assuming that Steve stays around for an average of 14 months (average lifetime) and buys 5 licenses per month, his total cost will come to $2240 over 9 years; if this is a good deal for him then it could be worth paying more up front in order to save money on those monthly costs spread out across 4-5 years' time instead of just one year at a higher price point as with other customers. If we assume that Mandy wants 20 licenses every month--that's 240 paid annually but 24/monthly expenses are lower than our example customer which saved when they switched.
4. How Much Do You Need to Spend to Reach Your Goals?
At this point, things are pretty simple. Just take your CAC, average purchase order value and average number of purchases (if you have a subscription model) to plug them into these calculators!
The default for this calculator shows the monthly budget and ROI for SaaS-A-Frass, assuming that SaaS-A Frass wants to produce $2,425,500 in new revenue from digital marketing each month and they've determined that to do that, they need their marketing efforts to produce 100 sales a month (90 Steves. 9 Mandys). A new Steve pays $125/mo on average ($1.5 million) 14 months;a new Mandy pays an average of about $1500 per mo over 48 mos or~$600k total (~4 years);and a New Edward Pays ~$15000/mo over 108 months = around $$7m + interest inclusive as well.
See? I told you this part is easy! To make things even better, you can use the calculator to calculate your overall digital marketing budget or pick a specific strategy and see if that makes sense for your business. For example, say AdWords costs $25 per click but our CAC should be $75? That may not work as well in your situation so it's worth looking into other options.
Now, as you might imagine, this approach isn’t a perfect estimate of what it will take to hit your revenue goals. This calculator is only as accurate as the information you can give it. But for those who are struggling with their monthly numbers and want something more reliable than just crossing their fingers and hoping they get lucky in online marketing...
Nowadays many business owners find themselves without any idea on how much time or money it takes them to generate enough profit each month that meets company standards. Sure there's always gut instinct which some people rely on but if we're talking about precise predictions then calculations should be done instead-especially when digital media campaigns become increasingly crucial for companies today!
How is Digital Marketing Different on Mobile?
As you can probably imagine, digital marketing on mobile is very different from desktop. These days the differences are particularly important because smartphones are now the primary device people use to interact with internet content.
A study by comScore found that over half of all online time is spent browsing through apps and web pages on a smartphone or tablet - up 24% since 2011! This makes it even more necessary for marketers to focus their efforts in optimizing campaigns so they work well across both platforms as opposed just focusing one platform at a time like most other advertising media do.
In today’s digital marketing world, it’s a good idea to assume that people will encounter your marketing on mobile and then adapt your strategy for desktop as needed.
I know I personally prefer shorter blog posts because they load faster when scrolling through the feed in my phone or tablet than those long-winded articles with no pictures of cats caught midair doing something really funny (although there is some debate about whether longer content works better).
It's important to optimize your ads for mobile while also considering what you're doing on the site. If it looks like a beautiful desktop experience, but is impossible to navigate on smartphones or tablets, then people will be turned off and frustrated by their failure in figuring out how they can use this website - leading them back onto another search engine when all they wanted was something simple and relevant.
At least have an adaptable design that makes sense rather than simply changing everything so it fits into more screens; ideally make sure there are specific features available just for smartphone users such as quick access links or menus designed specifically with touch-screen navigation in mind!
You know you've made it as a mobile marketer when your ads are just as compelling on the small screen. If you're new to digital marketing, don't worry - if they work for phones, most likely they'll convert well on desktop!
Digital marketing is a more efficient, cost-effective way to market than ever before. In addition to the benefits we've discussed throughout this article, you can track your efforts with incredible accuracy which means it's easy for us all to see what strategies are producing profitable results and those who need some work!
If this article has convinced you that digital marketing might be something worth exploring further or if perhaps even upgrading an existing plan then feel free contact our team here or via comments at any time of day because no matter how busy things may seem we still find away in order help companies grow through modern methods such as digital advertising.
Thank you for reading this article. Did you find anything confusing? Have any questions about digital marketing in general or the content of my post specifically? Please leave a comment below and I'll get back to you as soon as possible!