What’s Inside?
What you’ll find in this guide has a lot to do with
what we call inbound marketing the tactics you can use to attract, convert,
close and delight visitors to your website, social and blog. Digital platforms
are great for this because we now have more ways, places, and routes to attract
people to visit our website where, we hope, they’ll become our customers. We
can also be much more creative with this kind of marketing because it’s not just
about what we think of as traditional outbound marketing activity. With all of
these opportunities at your disposal, you need to consider what’s the impact on
your target customer. This is because your audience expects a great experience
with your brand at each digital touchpoint. If you can provide a great
experience at every touchpoint, you’ll turn more visitors into leads, and more
leads into customers. Though we have to admit, it’s easier said than done! It’s
your website, blog and social media channels that are at the heart of any
digital marketing plan so always keep in mind that you’re optimizing for these
destinations when planning digital marketing tactics.
Plan your strategy
Strategy,
in spite of being a word favored by the shiny suits of the world, really means
thinking about why you’re doing something before you do it. So, starting your
digital marketing strategy is as simple as starting with why you want to do it,
deciding what you want to do, how you’re going to do it, what you expect to
happen, and when and how you’ll measure your success.
What’s Inside?
LET’S BEGIN WITH THE BIG IDEAS AND CLARIFY A FEW DEFINITIONS:
Digital marketing This is an umbrella term for all of
your online marketing efforts. Businesses leverage digital channels such as
Google search, social media, email and their websites to connect with their
current and prospective customers. From your website to your online assets like
digital advertising, email marketing, online brochures and beyond, there’s a
huge spectrum of tactics to consider. The best digital marketers know which
channels their audience uses and they have a clear picture of how each asset
supports their overarching goals. Inbound marketing This is about using
marketing to bring potential customers to you, rather than having your
marketing efforts fight for their attention. Sharing is caring and inbound
marketing is about creating and sharing content with the world. By creating
content specifically designed to appeal to your dream customers, inbound
attracts qualified prospects to your business and keeps them coming back for
more.
Content marketing
This is a marketing program that centers on creating,
publishing and distributing content for your target audience usually online the goal of which is to attract new customers. While inbound marketing can be
looked at as a methodology, content marketing is a more specific inbound
strategy of writing content that your audience will find valuable. Buyer’s
journey This is the process buyers go through to become aware of, evaluate and
purchase a new product or service. The journey is a 3-step process:
1. Awareness stage: the buyer realizes they have a
problem
2.Consideration stage: the buyer defines their problem
and researches options to solve it
3. Decision stage: the buyer chooses a solution
KNOW YOUR AUDIENCE:
Get to know your audience. If you don’t understand
enough about who you’re trying to reach, you’ll struggle to deliver a message
that’s relevant enough that resonates with them. The good news is that you don’t
need to hire a customer research agency to do this for you. The easiest way to
make sure you don’t come up with a watery ‘general’ campaign is to make your
own buyer personas fictionalized, general descriptions of your key customer
groups.
• Think about who your customers are and group them
into 3 or 4 buckets.
• Take each of those and create a character from each.
• Give him or her a name, a photo, a personality, and
a few favorite hobbies
WATCH YOUR COMPETITION
Your competitors aren’t just those who offer a
like-for-like product or service. You can think of your competition in 3 ways:
1. Direct
competitors those brands that offer the same products or services as you.
Indirect competitors’ brands that may offer different products but compete for
the same space or budget as you.
2. Comparators
these might have a similar look and feel like your brand or be other brands
that your target customers use frequently too.
3. You
want to know what you’re up against, and you can learn vicariously from both
triumphs and mistakes Get inspired by your competitors’ wins, and use your
differences to highlight what’s unique about what you’re offering.
Digital Marketing Techniques
So, you’ve got your plan. You know who and what you’re
going after, you know what you’re going to measure, and you know what you’re
trying to achieve. It’s time to get going.
The good news is that it’s easy to experiment with
different ideas to reach your audience on social media, search engines, and
your own website. You can try different types and formats of content to find
the best results.
The great thing about most digital marketing campaigns
is you can begin to track reactions soon after they’re launched. That means you
can soon work out which campaigns are delivering the best return on investment
(ROI) and which techniques are most efficient for your brand. Here are the
digital marketing techniques that we’ll cover in-depth:
1 SEO
2 On-page SEO Audit
3 User Experience
4 Paid Search
Ads
5 Display Advertising
6 Sponsored Social Posts
7 Email Marketing
8 Native Advertising
9 Customer advocacy marketing
6 Digital Marketing Techniques That Are Evergreen
1. Social media. We are in a digital age, where information and knowledge are everywhere
2. 2. Website Optimization
3.Television Advertisements
4.Speaking engagements and networking
5. Direct mail
6. Cloud technology in marketing
Digital Marketing Techniques
SPONSORED SOCIAL POSTS CONT.
Here are the top social media channels laid out, but
depending on your audience, they may be using more niche social networks.
Facebook
• Users: 2.3 billion
• Audience: Generation X and millennials
• Industry impact: B2C
• Best for: Brand awareness; advertising
Twitter
• Users: 340 billion
• Audience: Primarily millennials
• Industry impact: B2B and B2C
• Best for: Public relations; customer service
Instagram
• Users: One
billion
• Audience: Primarily millennials
• Industry impact: B2C
• Best for: Natural-looking media, behind-the-scenes,
and user-generated content; advertising
LinkedIn
• Users: 650 million
• Audience: Baby boomers, Generation X, and
millennials
• Industry impact: B2B
• Best for: B2B relationships, business development,
and employment marketing
YouTube
• Users: 2.0 billion
• Audience: Millennials, closely followed by
Generation Z
• Industry impact: B2C
• Best for: Brand awareness; entertainment, and how-to
videos
Snapchat
• Users: 320 million
• Audience: Primarily Generation Z
• Industry impact: B2C
• Best for: Brand awareness; advertising
Pinterest
• Users: 260 million
• Audience: Primarily older millennials and younger
baby boomers
• Industry impact: B2C
• Best for: Visual advertising; inspiration
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