Digital Marketing, Email Marketing, PPC, SEO, Social Media Marketing

All your Questions about Digital Marketing Answered

Digital Marketing

Digital Marketing

Are you a business owner with big dreams and aspirations for your company?
Do you aim to build a successful brand, grow a loyal client base, and become the best in your industry?

These are big dreams, but they are very achievable and possible with the right marketing strategy.

Perhaps you engaged in radio, television, and outdoor advertising with no commiserate results, or you are stuck trying to navigate through the world of digital marketing.

It can get really confusing trying to understand what digital marketing strategy will work for your business, where to start, or how to go about it. Hence, we are here to help you understand the perfect digital marketing strategy to grow your small business into a massive one with a wide customer reach and greater patronage in a short time.

We are digital marketing experts who understand every intricate detail about saving your cost while getting you the best sales record and profit margin in no time.

The great thing about digital marketing is that it is scalable and measurable so you can control the process.

To better help you understand the world of internet marketing, we have prepared a guide that contains all the information you would ever need especially as it pertains to outsourcing your digital marketing needs to the right team.

Here is a quick look at everything this digital marketing guide will contain

    1. What is digital marketing?
    2. Why is digital marketing a good investment?
    3. How does digital marketing improve your business?
    4. Common definitions and digital marketing terms you must know
    5. Identifying the most popular digital marketing channels
    6. Common mistakes in digital marketing that you must avoid
    7. Importance of market research in digital marketing
    8. Duties of a digital marketer
    9. Roles and Responsibilities of a digital marketing expert
    10. Measuring success in digital marketing; the KPIs you should monitor

Now that we have outlined the most important areas in digital marketing you should understand, let us move on to discover more about these topics and how they work for optimal marketing success.

What is digital marketing?

Digital marketing encompasses all marketing strategies that take place using the internet. Digital marketing strategies for your company range from social media marketing to paid ads and affiliate marketing.

Non-paid digital marketing strategies include using search engine optimization (SEO), while paid strategies include Pay per click (PPC) Ads.

Why is digital marketing a good investment?

Digital marketing is vital to the growth of any business. In fact, it is one investment with so many benefits for a wise business owner who gets involved. Let’s examine a few of these benefits

  • Helps Small Businesses Compete Favorably with Bigger Companies

    Let’s face the facts; you cannot spend more on radio or television adverts than the big companies that have all the funds to get whatever hot spots they like.

    Nevertheless, digital marketing allows you to level up and compete with the big names in a space where you can afford as much promotion as they can.

    You can amass tons of followers on social media, get a high Google ranking, and sell more products than ever using the right strategies.

  • Appropriate Audience Targeting

    Digital marketing helps you target your audience with more precision than any other marketing technique.

    With traditional advertising like Print, Radio, and Television, you can target your marketing audience to some extent using available audience information, but digital marketing takes it a step further.

    Digital marketing helps you target your audience up to their smallest interest, searches, demographics, active time, and others, using the appropriate tactics.

    With the best digital marketing techniques, zeroing in on your audience is easier with an optimized budget.

  • Highest Audience Reach

    It is no secret that the internet and digital platforms are fast gaining users as the numbers of people using traditional media is fast reducing.

    Fewer people are turning to the radio, newspapers, and televisions for information or entertainment, and the decline is going steady in the past decade.

    Where are these persons going? The statistics before us shows that 90% of adults in America use the internet for several activities. Nearly 75% of people are routine YouTube users, while 70% of your target customers use Facebook frequently. Don’t forget that several other digital platforms exist with lots of audience waiting for you to connect to them.

    The ball is in your court to involve the perfect digital marketing technique to reach your audience where they are.

  • Easy to Monitor and Track Impact and Results

    One thing that most traditional marketing campaigns lack is the ability to track the impact of your ad, responsiveness of the audience, and the commensurate increase in sales following the advertising campaign. All you can do is to assume based on your sales or inquiry record within that time.

    When you engage in a digital marketing campaign, you can track every detail, including the number of persons who clicked on your ad to read through, and whether or not they patronized your business.

    This monitoring helps you understand where to target your campaigns for the best results.

  • Analytics and Scalability

    Start by using available analytic tools to measure the results from your marketing campaign. If the results are positive and satisfactory, you can move on to scale up your digital marketing efforts for better results.

    If the analysis shows that your results aren’t great, you can cut down your spending on some areas or take up a new strategy.

    Once you discover the strategy that works for you, you can scale up efforts, allow your strategy to evolve as your needs evolve. Nobody says you have to continue with an ad strategy that isn’t working for you. Hence, if your traditional advertising campaign isn’t producing promising results, switch things up.

  • Meet Up With Competitors

    The message of digital marketing has spread far and wide, probably even to the ears of your competitors. There is a possibility that other companies in your industry have engaged digital marketing companies to create a campaign strategy for their brand.

    Our statistics show that 2/3 of companies in the U.S are investing in SEO, 50% of this population uses automated emails, 75% of marketers are engaged in social media ads while 70% engage in content marketing.

How does digital marketing improve your business?

Digital marketing can build your business and help it grow because it is unique, versatile, measurable, and scalable. You can oversee, control, adjust, and track the success rate and your marketing efforts.

Here are some sure ways digital marketing builds your business

  • Improve Business Reach

    There is always room to increase and expand your client base. With digital marketing, you can widen your reach across cities, states, and countries.

    The easiest way to situate your business for global trade is to go digital with your business and connect to customers worldwide.

  • Boost Online Sales

    These days, you can buy and sell almost everything online.

    Digital marketing is structured to drive engagement and sales online so it is essential for any company that wants to boost online sales

  • Precision in Targeting Efforts

    Digital marketing helps you streamline your audience and target your ads at users based on their demographics, income, and interest. Rather than sending ads out to an untargeted audience, you can select the exact customers you want your campaign targeted at.

  • Build a Positive Brand Reputation

    To thrive online and offline, your business needs a positive reputation that will encourage customer patronage and brand relevance.

    Digital marketing campaigns help you promote your company before potential customers as a professional one that can gain their loyalty. This applies to old and new businesses.

  • Reduces Costs

    Digital marketing is more affordable than traditional advertising and it delivers amazing benefits. If you are on a tight budget but want to market your business, digital strategies will suffice.

  • Increases Sales

    The perfect digital marketing strategy drives revenue regardless of how much you put in.

    You can engage paid and free strategies to promote your business and boost your company’s revenue without going overboard on spending.

Common definitions and digital marketing terms you must know

Before you follow through with your decision to hire that digital marketing company, you need to bring your vocabulary and understanding up to par so you can understand digital marketing terms.

No matter how much of your internet marketing duties you outsource, you must know these thirteen terms.

  • A/B split testing

    This marketing technique involves implementing two versions of the same campaign to find out what version provides the best results.

    Digital marketers have tools designed for A/B testing and they run two almost identical ads except for a few variables such as style, graphics, font, etc.

    The marketer then measures the impact of the two tests and decides what changes are necessary and what option to follow through with. For best results, you should test one version at a time, record the results, and compare both tests.

  • Buyer Persona

    Your target customer, his interests, age, gender, needs, habits, and motivations are your buyer persona. You build a buyer persona based on market and data research, and then understand the persona who will receive your marketing message

    >> Customer avatar: Free Customer Avatar Template << 

  • Cost per click (CPC)

    When you engage in Pay per click (PPC) adverts, you need to understand CPC as that is where your funds will go into. CPC simply refers to the amount you pay for every customer that clicks your ad.

    Most digital platforms charge you per click based on the CPC pricing model which divides the amount you spent on the ad by the number of clicks recorded.

    Calculating and monitoring CPC helps you keep track of the clicks you get as compared to your investment.

  • Click-through rate (CTR)

    Click through rates calculates the number of persons who click on the link you made available in your marketing campaign and is calculated in percentage.

    CTR is a division of the number of views by the number of clicks to access the success of a campaign and how many persons are interested in your ad enough to click it.

  • Conversion

    Conversion refers to the final action you expect a customer to take after going through your campaign. It could be to make a purchase, fill a form, download a document, or sign up for an email listing.

    >> Introduction to Website Conversion Rates: 55 helpful tips << 

  • Cost per acquisition (CPA)

    Cost per acquisition refers to how much you spend on a single customer who reaches the conversion level. Calculating your CPA helps you determine how much you spent on landing a new customer. At the end of this calculation, you find out whether or not to continue the campaign

    To calculate your CPA for a particular campaign, divide your total expenditure by the number of conversions.

  • Bounce Rate

    Your bounce rate is a part of your Google Analytics data that shows you the percentage of people who leave your website immediately they visit.

    Your bounce rate is an indicator of how engaging your website is for a visitor. It should be very low and constantly reduce to the barest minimum as you work on it.

  • Cost per install (CPI)

    This pricing system is for app developers to measure the amount they spend on every app installation. Calculate your CPI by dividing the amount you spend on the campaign by the number of apps that get installed.

  • Call to action (CTA)

    Call to action is a crucial part of every marketing process and the stronger your CTA, the higher possibilities of success. Using the right CTA can get customers to do what you want, whether it is to sign up or make a purchase. If you leave out a CTA from your copy, you are set to have fewer conversions.

    In simple terms, a CTA comes in the form of statements like ‘Register now’ or ‘sign up’ at the end of an ad copy or content.

  • Inbound Channel

    An inbound channel is a platform where your customers find your business online. It could be on social media platforms, your official website, your email listing, or other directories. These inbound marketing channels help you connect and engage with your customers.

  • Return on investment (ROI)

    Return on Investment is the sum of revenue you generate at the end of a digital marketing campaign. When you subtract the money you spent on the campaign from the one you earned, divide it by the amount you spent on the campaign to get your ROI

  • Remarketing

    Remarketing is a marketing strategy that allows you to target customers who have engaged with your brand before or showed interest in your business. Remarketing focuses on their already present interests and directs your customers through sales funnels while saving your marketing cost.

  • Key Performance Indicator (KPI)

    Your KPI is the metric by which you measure the success or failure of a digital marketing campaign. A campaign that reaches or exceeds your KPI is successful and vice versa.

    Here are some things to bear when setting up an effective KPI

    ✓ Be SPECIFIC about each KPI
    Ensure your KPI is MEASURABLE and contains sales figures, relevant numbers, and sign-ups
    Your KPI should be ACHIEVABLE and realistic
    Ensure your KPI is RELEVANT to your overall business plan
    Every KPI should be TIME-BASED so you know when to begin and when to stop.

Identifying the most popular digital marketing channels

Numerous digital marketing channels are available to help you carry out your business improvement goals and strategize for the best results. Every digital marketing channel has its unique tools, advantages, and features. If you understand these channels, you will know how they can help your business and how best to use them.

Let us look at some of the most popular digital marketing types and channels.

A. CONTENT MARKETING

Content marketing is centered around creating audio, text, visual, and other types of content bearing a message, and promoting it on several platforms.

Podcasts, blog posts, videos, reviews, and case studies are all assets of content marketing, and with the perfect strategy, you can use content marketing to attract customers to your sales funnel.

Advantages of content marketing for your business

  • Improved Brand Awareness

    When you create and promote qualitative content, you have better chances of ranking high on search engines and introducing your brand to target customers as an authority in the field.

  • Building Trust

    When people find your content helpful, especially when it answers their questions, they see your brand as credible. When you release trusted content over time, they will be open to patronize your business.

Common mistakes in digital marketing that you must avoid

It is common to make mistakes when running a digital campaign. Such a mistake can cost you your resources and prevent you from getting an excellent ROI or meeting your sales goals.

To avoid such an issue, you must acquaint yourself with common mistakes people make to avoid them. You might make some of these mistakes during your campaign, after the campaign, or even before.

Mistakes to Avoid Before Launching Your Campaign

Before launching your digital marketing campaign, you need to carry out research and plan a strategy to avoid mistakes and understand how the campaign will run. In this stage, there are some mistakes you must avoid.
  • Not Conducting Complete Research

    Don’t ever assume that customers will be open to buying your product just because you are open to selling it. You need to carry out extensive research to ensure that you are marketing to persons who are interested in buying your product and at the time you are marketing it. Customer feedback and surveys will help you.

  • Not Creating a Buyer Persona

    If you don’t define your buyer persona, you cannot create a campaign that will suit them. You need to draw out your buyer persona so you can create content and messages that fit your audience.

    >> Customer avatar: Free Customer Avatar Template <<

  • Not Having Clear Goals

    When your goals or strategies are not clear, you cannot identify issues, measure progress, and results. Set your goals (SMART) that are specific (S), measurable (M), achievable (A), relevant (R), time-based (T).

Mistakes to Avoid During Your Digital Marketing

After planning properly, you need to implement these plans in your digital marketing campaign without mistakes or oversights. Here are some mistakes to avoid during your digital marketing campaign.
  • Overlooking the Strength of Social media

    Regardless of whatever channels you are engaging in your marketing campaign, social media is not a channel you should ignore. The power of social media in building trusted customer based and large following for your brand is one that you must not ignore. Create a social media account to share your posts, videos, links, and build your email list.

  • Channeling strategies to the wrong audience

    Before kicking your digital marketing campaign into action, ensure you set up the correct parameters based on your audience. If you fail to do so, you will market your products to an uninterested audience and register little or no results.

  • Using the Wrong Key Performance Indices

    The best way to observe the success or failure of your campaign is to use the correct KPIs. If you measure your campaign using the wrong indices that don’t align with your strategies, you cannot tell if the campaign failed or not.

Mistakes to Avoid After Running Your Marketing Campaign

At the end of your campaign, you have a very crucial work you must not ignore or overlook. If you miss these points when rounding off your campaign, all other efforts will be in vain.
  • Failing to adjust your marketing strategies

    Even if you have to end your marketing campaign early because it performed poorly, ensure to pick up the details and corrections to adjust your strategies as you go on. Also, remember that digital marketing is adjustable, so you can make adjustments as you go on.

  • Failing to Carry out Analysis

    Your results are useless if you don’t analyze the data to find the high points and low points of the campaign. Analysis will help you understand where you didn’t meet up so you can pay close attention to that area in future campaigns.

  • Not Comparing Goals to Results

    Before you started the campaign, you had goals to achieve with the process. At the end of your campaign, you should find out how the results measure up to your goal and how they meet or derail from your objectives.

  • Giving Up After a Failed Campaign

    If you failed at your first or second campaign, giving up doesn’t make anything better. Rather than giving up, pick up lessons, and identify what went wrong with your campaign. Plug the corrections into your next campaign.

Importance of market research in digital marketing

  • Conduct Industry Analysis

    Industry analysis is the first step in marketing research because it helps you understand the industry and whether there is a viable market for your product or business. Industry analysis also helps you understand whether or not your business idea is profitable.

    When looking to conduct an industry analysis, the best bet is to put someone in charge of sourcing all relevant information. When you get the information, adequate studying will tell you the best concept for this industry. You will also understand what range of profit you can make based on what other businesses earn.

    Several methods of industry analysis include:

    General industry overview
    Analysis of sub-sectors in the industry
    Assessment of the relevance of a business idea or product to the market
    Review of past and future industry trends
    Basic customer information

  • Know Your Competitors

    After analyzing your industry, the next step is to know and understand your competitors in the industry. When you understand the similarities and differences between your selling proposition and theirs, you can create a marketing campaign that highlights the difference and advantages of your business over theirs.

    Alongside understanding your competitor’s USP, you need to understand their customer details, how your competitors get in touch with them, and what improves their customer’s brand loyalty.

    When you want to understand your competitors, you might search for the information yourself or employ the services of a researcher to find out these details.

    Here are some things you should find out about your competitors

    ✓ Their strengths and weakness
    ✓ The market segments they target
    ✓ Their customer demographics and target audience
    ✓ Their products and services
    ✓ An opportunity for your business to explore
    ✓ Their revenue stream and profit base
    ✓ Their pricing points

  • Create a Buyer Persona

    Understanding your customers is the final thing you must do during your marketing campaign. The best way to understand your customers is to create a buyer persona that contains descriptions of your customers like their interests, employment details, marital status, and the like.

    When you create your customer persona, you can tell what kind of message will persuade them to patronize them and how to use such messages in your campaign.

    When you create a buyer persona, you will have the following information at hand

     Your customers’ values
    ✓ Their interests
    ✓ Expectations of your customers
    ✓ Thought patterns of your customers
    ✓ How and where they spend their time
    ✓ What products or services they need

Duties of a Digital Marketer

When you start your marketing campaign, you might need to work with a marketing team to carry out your campaign. If you don’t have an online marketing team, you will need to employ the services of a digital marketing executive.

A digital marketer is a specialist who understands the use of all digital channels and is responsible for executing digital marketing campaigns to meet with specified business objectives.

A digital marketer will be in charge of your website management, work on your Search Engine Optimization, manage traffic flow, and get information for other marketing campaigns.

Why Do You Need the Services of a Digital Marketing Executive?

As a business owner in charge of your small or medium-sized business, you have your duties lined out for you. You need to create your products, work with manufacturers and suppliers, and carry out other business responsibilities.

With all your duties cut out for you, it is best to hire a digital marketer who will take charge of your digital marketing campaign while you attend to other business-related concerns.

Questions You Must Ask a Digital Marketer

When looking for a digital marketer, you must check to ensure they have the necessary skills to bring the best to your marketing campaign.

Here are three questions you must ask a digital marketing expert you plan to hire.

  • What are some successful marketing campaigns you have run?

    Find out the expectations they had and the results they got, the contributions they made to the successful campaign.

  • What digital channels do you suggest for my industry?

    A digital marketer should understand your industry, monitor industry trends, and understand the best strategies for your business.

  • How do you react to a failed digital campaign?

    A great digital marketer should know how to pick up lessons from failed campaigns, identify problems, and use them as reference points for the next campaign.

Roles and Responsibilities of a digital marketing expert

Once you have gone through the process and employed your digital marketing executive, the next step is to put a team of marketers together to begin implementing your digital marketing strategies.

When setting up your digital marketing team, here are some roles your team members should fill in, and their responsibilities.

  • Content Marketer

    It is the duty of a content marketer to create online text and video content, create blog posts, case studies, and other content for your website that will attract customers.

  • Affiliate Manager

    The roles of this person include creating promotions for your product, handling your platforms, and introducing new affiliate marketers to promote your business.

  • Social Media Marketer

    Every responsibility relating to creating content for social media, building social media followership, and boosting your social media presence falls under the purview of this person.

  • SEO Expert

    This person is responsible for researching and using keywords for ranking, improving your website visibility using optimization strategies, and creating relevant backlinks to your website.

  • Email Marketer

    Your email newsletter designs, sales emails, automated email sequences, and other email strategies to connect with your customers.

  • Data Analyst

    A data analyst reviews and interprets all the data you recover from several digital channels and helps you understand whether or not your campaign is succeeding.

  • PPC Specialist

    Takes care of your PPC Ad campaigns for Google, Bing, Instagram, Facebook, and other platforms where you can boost sales.

  • Retention Specialist

    A retention specialist handles your customer loyalty program, creates your customer initiatives, and increases your revenue while improving customer value.

Measuring success in digital marketing; the KPIs you should monitor

When measuring your KPIs during and after a marketing campaign, there are several primary KPIs you must keep track of to reach a conclusion about your marketing campaign. Here is a checklist of the KPIs you must monitor for several campaign strategies.

  • SEO KPIs

    Backlink Numbers: When your backlinks increase naturally, it shows that more sites are referencing and linking your article, which will contribute to increased rankings.

    Keyword Rankings: You should calculate your ranking based on how close you are to number one on the search engine results. The closer you are, the better.

    Page-Views: When your page views steadily increase it shows that more people are visiting your web pages.

  • CONTENT MARKETING KPIs

    Content Shares: When people share your content, it shows that they not only find it valuable, they believe it is worth promoting on their other platforms.

    Comments: The larger the number of comments you get on your pages, the more your customer engagement levels.

    Time Spent on Page: When customers spend time scrolling or reading through your content, it shows that your content is valuable and engaging enough.

  • SOCIAL MEDIA MARKETING KPIs

    Active Followers: A large active following means that more people are engaging with your posts on social media.

    Shares: When more users share your social media posts, it shows in your recorded number of shares.

    Likes: When your likes are increasing regularly, your social media audience are growing naturally and they are engaging more.

  • AFFILIATE MARKETING KPIs

    New Customers: The higher your customer percentage, the more effects of your affiliates’ duties you are seeing. It shows that more new customers are coming in.

    Average Order Value: An increasing average order value shows that your customers are spending more on their individual purchases.

    Referral Traffic: Higher referral traffic means that your affiliates are bringing in more people from their audience.

  • REFERRAL TRAFFIC KPIs

    Source:  When you notice a larger number of sources, it means that more sites are linking up to your websites.

    New Users: When you have a higher number of new users, it means that more new people are clicking and scrolling through your sites which could mean your SEO efforts are paying off.

  • EMAIL MARKETING KPIs

    Conversions: When your conversions numbers read higher, it means your email marketing efforts gained more conversions in terms of website visitors and revenue generation.

    Open Rate: When you have a higher open rate, it shows that more customers opened your email and probably read them.

    CTR: A higher CTR shows that a larger percentage of subscribers have clicked a link in your email. To either purchase a product or to see a blog post.

  • PPC KPIs

    CTR: When more customers respond to your Ads, your CTR percentage will be higher.

    Quality Score: The higher your quality score, the more the likelihood of your business to succeed at the automatic bidding procedure.

    CPC/CPA: Your CPC should be lower to show that you are spending less and getting more conversion.

Final Thoughts on Digital Marketing

Digital marketing is vital to building your business. No matter the size of your business and the rate at which you plan to build your brand, digital marketing is very useful to you.

Several digital marketing strategies like social media marketing, SEO, PPC, and the like work together to help you create a connection with your customers online, promote your business to them and stay above your competitors.

Digital marketing is adaptable, scalable, customizable, and versatile. These advantages ensure that digital marketing drives traffic to your business, increase conversions, and helps you achieve your business objectives while boosting your revenue.

Digital marketing is vital to building your business. No matter the size of your business and the rate at which you plan to build your brand, digital marketing is very useful to you.

Several digital marketing strategies like social media marketing, SEO, PPC, and the like work together to help you create a connection with your customers online, promote your business to them and stay above your competitors.

Digital marketing is adaptable, scalable, customizable, and versatile. These advantages ensure that digital marketing drives traffic to your business, increase conversions, and helps you achieve your business objectives while boosting your revenue.

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