Here is the answer to what is digital marketing and sources for digital marketing? How accessible is the internet today, would you believe me if I told you that the number of people going online still increasing every day?
In fact, according to Pew Research, there has been a 5% increase in “continuous” Internet use among adults in the last three years. And although we call it a lot, at the same time the way people buy and shop has changed – that’s, offline marketing is not as effective as it used to be. Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the Internet.
Enter Digital Marketing – In other words, any form of marketing that exists online.
Here, we talk a lot about on bound marketing as a really effective way to attract, engage and please online users. But we still get a lot of questions from people all over the world about digital marketing. Therefore, we decided to answer them. Click on the links below to go through each question, or keep reading to see how digital marketing works today.
- What’s digital marketing?
- Why Digital Marketing?
- Examples of digital marketing.
- What does a digital marketer do?
- Inbound Marketing vs. Digital Marketing: Which Is It?
- Does Digital Marketing Work for All Businesses?
- What’s the role of digital marketing in a company?
- What kind of digital content should I create?
- How long will it take to see results from my content?
- Do I need a big budget for digital marketing?
- How does mobile marketing fit into my digital marketing strategy?
- I’m ready to try digital marketing. Now what?
- So, how do you define digital marketing?
What is digital marketing?
Digital marketing involves all marketing efforts that use an electronic device or the Internet. Businesses take advantage of digital channels such as search engines, social media, email, and other websites to connect with existing and potential customers.
An experienced inbound marketer may say that inbound marketing and digital marketing are practically the same thing, but there are some minor differences. And in conversations with marketers and business owners in the US, U.K., Asia, Australia, and New Zealand, I’ve learned a great deal about how these small denominations are being viewed around the world.
What is the role of digital marketing to a company?
While traditional marketing prints may be present in advertising, phone communications, or physical marketing, digital marketing can be electronic and online. This means that there are endless possibilities for brands, including email, video, social media, or website-based marketing opportunities.
At this stage, digital marketing is very important for your business and brand awareness. Looks like every other brand has a website. And if they don’t, then at least they have a social media presence or a digital advertising strategy. Digital content and marketing are so common that consumers now expect and rely on them to learn about brands.
Long story short, to be competitive as a business owner, you need to embrace certain aspects of digital marketing.
Because there are so many options and strategies associated with digital marketing, you can get creative and experiment with different marketing tactics on a budget. With digital marketing, you can also use tools like Analytics Dashboards to monitor the success and ROI of your campaigns with traditional promotional materials – such as billboards or print ads.
How does a business define digital marketing?
Digital marketing is defined by the use of a number of digital tactics and channels to connect with consumers where they spend most of their time: online. From the website itself to the business’s online branding assets – digital advertising, email marketing, online brochures, and beyond – there are a number of tactics that come under the umbrella of “digital marketing”.
The best digital marketers have a clear picture of how each digital marketing campaign supports its larger goals. And depending on the goals of your marketing strategy, marketers can support a larger campaign through free and paid channels at their disposal.
For example, a content marketer can create a series of blog posts that generate leads from a newly created business e-book. The company’s social media marketer can then help promote these blog posts through paid and organic posts on the business’s social media accounts. Maybe the email marketer creates an email campaign to send more information about the company to e-book downloaders. We’ll talk more about these specific digital marketers in a minute.
Types of Digital Marketing
- Search Engine Optimization (SEO)
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Marketing Automation
- Email Marketing
- Online PR
- Inbound Marketing
- Sponsored Content
Here’s a quick overview of the most common digital marketing tactics and the channels involved in each.
Search Engine Optimization (SEO)
This is the process of optimizing your website for higher rankings in search engine results pages, thus increasing the amount of organic (or free) traffic your website receives. Channels that benefit from SEO include websites, blogs and infographics.
There are several ways to approach SEO to generate qualified traffic to your site. These include:
On-page SEO (Search Engine Optimization): This type of SEO focuses on all the content “on the page” when viewing a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank them higher on search engine results pages (SERPs).
Off-Page SEO (Search Engine Optimization): This type of SEO focuses on all the activities that are done “off the page” in search of improving your website. “What activity isn’t on my own website that can affect my ranking?” You can ask The answer is inbound links, also called backlinks. The number of publishers linking to you, and the relative “authority” of those publishers, affects how high you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you get the backlinks you need to move your website up all the right SERPs. Can get
Technical SEO (Search Engine Optimization): This type of SEO focuses on the backend of your website and how to code your pages. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website’s loading speed – an important ranking factor in the eyes of search engines like Google.
The term refers to the creation and promotion of content assets for the purpose of brand awareness, traffic growth, lead generation, and customer creation. Channels that can contribute to your content marketing strategy include:
Blog Posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generate organic search traffic for your business. This ultimately gives you more opportunities to turn website visitors into your sales team leads.
E-books and White Papers: E-books, white papers, and similar long format content help to further educate website visitors. It also allows you to exchange content for reader contact information, generate leads for your company, and move people on a buyer journey.
Infographics: Sometimes, readers want you to show, not tell. Infographics is a form of visual content that helps website visitors see the concept you want to help them learn.
Want to learn and apply content marketing to your business? Visit the Shakardara Free Content Marketing Training Resources page.
Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, increase traffic and generate leads for your business. Channels you can use in social media marketing include:
If you’re new to social platforms, you can use tools like Shakardara to connect channels like LinkedIn and Facebook in one place. That way, you can easily schedule content for multiple channels at once, and also monitor analytics from the platform.
In addition to linking to social accounts for posting purposes, you can also integrate your social media inboxes into Shakardara, so you can get your live messages in one place.
Pay Per Click (PPC)
PPC is a way to drive traffic to your website by paying the publisher every time you click on your ad. One of the most common types of PPC is Google Ads, which allows you to pay the top slots for “per click” of the links you place on Google’s search engine results pages. Other channels where you can use PPC include:
Paid Ads on Facebook: Here, users can pay to customize a video, photo post, or slideshow, which Facebook will post on the News Feed of people who match your business audience.
Twitter Advertising Campaigns: Here, users can pay to place a series of posts or profile badges on a specific audience’s news feeds, all dedicated to meeting a specific goal for your business. This could be for website traffic, more Twitter followers, tweet engagement, or app downloads.
LinkedIn Sponsored Messages: Here, users can pay to send messages to specific LinkedIn users based on their industry and background.
This is a type of performance-oriented advertising where you receive a commission for advertising someone else’s product or service on your website. Affiliate marketing channels include:
- Host video ads through the YouTube Partner Program.
- Posting links to your social media accounts.
Local advertising refers to ads that are primarily content-led and appear on platforms with other, unpaid content. Posts hosted by BuzzFeed are a good example, but many people also consider social media ads to be “local” – Facebook ads and Instagram ads, for example.
Marketing automation is software that works to automate your core marketing operations. Many marketing departments can automate repetitive tasks that they would otherwise do manually, such as:
Email Newsletters: Email automation doesn’t just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so that your newsletters reach only those who want to see them in your inbox.
Social Media Post Scheduling: If you want to increase your organization’s presence on social networks, you need to post frequently. This makes manual posting a bit of a mess. Social media scheduling tools deliver your content to you on your social media channels, so you can spend more time focusing on content strategies.
Lead-nurturing workflows: Creating leads, and converting those leads into users, can be a long process. You can automate this process by sending leads specific emails and content when they meet certain criteria, such as when they download and open an e-book.
Campaign Tracking and Reporting: Marketing campaigns can include many different people, emails, content, web pages, phone calls, and more. Marketing automation can help you sort everything you’re working on according to the campaign, and then track the performance of that campaign based on the progress of all these components over time. ۔
Companies use email marketing as a way to communicate with their audience. Email is often used to promote content, discounts and events, as well as to get people to your business website. Emails you can send in an email marketing campaign include:
- Blog Subscription Newsletter
- Follow-up emails to website visitors who have downloaded something.
- Customer welcome emails.
- Holiday promotions for loyalty program members.
- Customer nurturing tips or similar series of emails.
Online PR is the process of securing online coverage earned with digital publications, blogs, and other content-based websites. It’s similar to traditional PR, but in the online space. Channels you can use to maximize your PR efforts include:
Access to Reporter via Social Media: Talking to journalists on Twitter, for example, is a great way to build a relationship with the press that creates media-generated opportunities for your company.
Including your company’s online reviews: When someone reviews your company online, whether the review is good or bad, your instincts may not touch it. In contrast, attractive company reviews help you personalize your brand and provide powerful messaging that protects your reputation.
Adding Comments to Your Personal Website or Blog: The way you respond to your company’s reviews, responding to people who are reading your content is the best way to generate fruitful conversations about your industry There is a way.
Inbound marketing refers to a method of marketing in which you attract, engage and delight customers at every stage of the buyer’s journey. During your inbound marketing strategy, you can use every digital marketing tactic listed above, to create a customer experience that works with the customer, not against them. Here are some great examples of inbound marketing vs. traditional marketing:
- Blogging vs. Popup Ads
- Video Marketing vs. Commercial Advertising
- Email Contact Lists vs. Email Spam
- Sponsored Content
With sponsored content, you as a brand pay another company or organization to create and promote content that somehow discusses your brand or service.
One of the most popular types of sponsored content is inspirational marketing. With this type of sponsored content, a brand sponsors an influential person in their industry to publish company related posts or videos on social media.
Another type of sponsored content could be a blog post or article written to highlight a topic, service or brand.
What does a digital marketer do?
Digital marketers are in charge of brand awareness and lead generation through all digital channels – free and paid – at the company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
Digital marketers typically focus on a different key performance indicator (KPI) for each channel so that they can accurately measure the company’s performance in each. A digital marketer in charge of SEO, for example, measures his website’s “organic traffic” – the traffic that comes from website visitors who visit the business web through Google search. Site page found.
Digital marketing is practiced in many marketing roles today. In small companies, a generalist can master many of the above digital marketing tactics at the same time. In large companies, these tactics have multiple specialists, each focusing on just one or two digital channels of the brand.
Here are some examples of these experts:
- SEO Manager
- Main KPIs: Organic traffic
In short, SEO managers get businesses to rank on Google. Using a variety of methods for search engine optimization, this person can work directly with content creators to ensure that the content they create performs well on Google – regardless of the company. Also post this content on social media.
- Content Marketing Specialist
- Main KPIs: page time, overall blog traffic, YouTube channel subscribers
Content marketing experts are the creators of digital content. They often keep an eye on the company’s blogging calendar, and come up with a content strategy that includes video. These professionals often work with people from other departments to ensure that the products and campaigns that start the business start with promotional materials on each digital channel.
- Social Media Manager
- Main KPIs: Follow, Impressions, Shares
The role of a social media manager is easy to guess from the title, but what social networks he manages for the company depends on the industry. Above all, social media managers set up posting schedules for the company’s written and visual content. This employee can also work with a content marketing expert to develop a strategy for which content to post on which social network.
(Note: According to the above KPIs, “impressions” refers to the number of posts of a business on a user’s news feed.)
- Marketing Automation Coordinator
- Main KPIs: Email Open Rate, Campaign Click-through Rate, Lead Generation (Conversion) Rate
The Marketing Automation Coordinator helps select and manage software that allows the entire marketing team to understand their customers’ behavior and measure their business growth. Because many of the marketing operations described above can be separated from each other, it is important to have someone who can group these digital activities into individual campaigns and track the performance of each campaign.
Inbound Marketing vs. Digital Marketing: Which Is It?
On the surface, the two seem alike: both are primarily online, and both focus on creating digital content for people to use. So what’s the difference?
The term “digital marketing” does not differentiate between push and pull marketing strategies (or what we can now define as ‘inbound’ and ‘outbound’ methods). Both can still come under the umbrella of digital marketing.
The goal of the digital outbound strategy is to put the message of direct marketing in front of as many people as possible in the online space – regardless of whether it is relevant or welcome. For example, many of the websites you see at the top of the list of junk banner ads try to get a product or promotion to people who are not necessarily ready to receive it.
Marketers who use digital inbound strategies, on the other hand, use online content to attract their target customers to their websites by providing supportive assets. One of the easiest but most powerful inbound digital marketing assets is a blog, which allows your website to take advantage of the terms your ideal users are looking for.
Ultimately, inbound marketing is a method that uses digital marketing assets to attract, engage, and delight online consumers. Digital marketing, on the other hand, is just an umbrella term to describe any type of online marketing strategy, regardless of whether they are considered inside or outbound.
Does Digital Marketing Work for All Businesses?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building a buyer’s personality to identify the needs of your audience, and creating valuable online content. However, this does not mean that all businesses should implement digital marketing strategies in the same way.
B2B Digital Marketing
If your company is Business to Business (B2B), chances are your digital marketing efforts will be centered around online lead generation, with the ultimate goal being to talk to a salesperson. Therefore, the role of your marketing strategy is to attract and convert the highest quality leads for your sales people through your website and supporting digital channels.
In addition to your website, you may choose to focus your efforts on business-focused channels such as LinkedIn where your population spends time online.
B2C Digital Marketing
If your company is Business to Consumer (B2C), which depends on the price point of your product, chances are that your digital marketing efforts are aimed at attracting people to your website and attracting them. Making them customers without the need to talk. A seller.
Because of this, you are less likely to focus on ‘leads’ in the traditional sense, and more likely to focus on building a faster buyer’s journey, from the moment someone lands on your site. , Until the moment he makes a purchase. . This often means that your content will outweigh the features of your product compared to the B2B business, and you may need to use stronger call to action (CTAs).
For B2C companies, channels like Instagram and Pinterest can often be more valuable than the business-focused platform LinkedIn.
What is the role of digital marketing in a company?
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever advertised in a newspaper, you’ll know how hard it is to estimate how many people actually turned the page and paid attention to your ad. There is no sure way to determine if the ad was responsible for any sales.
On the other hand, with digital marketing, you can measure the ROI of any aspect of your marketing efforts.
Here are some examples:
With digital marketing, you can see the exact number of people who visit your website’s homepage in real time using digital analytics software available on marketing platforms such as Shakardara.
Along with other digital analytics data, you can see how many pages they visited, what device they were using, and where they came from.
This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people who are coming to your website. For example, if only 10% of your traffic comes from organic search, you know that you may need to spend some time on SEO to increase that percentage.
With offline marketing, it’s hard to tell how people are interacting with your brand before talking to a salesperson or making a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they reach the end of their buyer’s journey, ie at the top of your marketing funnel to attract them to your website. Can make more informed decisions about.
Content Performance and Lead Generation
Imagine that you have created a product brochure and posted it through people’s letterboxes – that brochure is a form of content, even if it is offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.
Now imagine that you had that brochure on your website instead. You can estimate how many people have visited the page where it is hosted, and you can collect contact details of people who can download it using the form. Not only can you measure how many people are engaging with your content, but you are also generating qualified leads when people download it.
An effective digital marketing strategy combined with the right tools and technologies allows you to track all of your sales with your business at a customer’s first digital touch point.
We call it attribution modeling, and it allows you to research people’s trends and identify your product buying trends, which helps you make more informed decisions about how your marketing works. Which parts of the strategy deserve more attention, and which parts of your sales cycle need to be improved? .
It is important to bridge the gap between marketing and sales – according to the Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for weakly aligned companies. Is. If you can use digital technologies to improve your customer’s journey in the shopping cycle, it’s likely to show a positive impact on the bottom line of your business.
What kind of digital content should I create?
The type of content you create depends on the needs of your audience at different stages of the buyer’s journey. You should start as a buyer (use these free templates, or try makemypersona.com) to identify what your audience’s goals and challenges are for your business. Basically, the purpose of your online content is to help them meet those goals, and overcome their challenges.
Then, you need to think about when they will be ready to use this content and what stage they are at in their buyer’s journey. We call this content mapping.
With content mapping, the goal is to target content accordingly:
The characteristics of the person who will use it (this is where buyers come in).
How close that person is to shopping (ie their life cycle phase).
Depending on the format of your content, there are many different things to try. Here are some options we would suggest to use at each stage of the buyer’s journey:
Blog posts. Great for combining with strong SEO and keyword strategies to increase your organic traffic.
Infographics. Very shareable, meaning that when others share your content, they increase your chances of being found through social media. (Check out these free infographic templates to get started.)
Short videos. Again, these are very shareable and can help you find new audiences by hosting your brand on platforms like YouTube.
The stage to consider
E-book Great for lead generation because they are usually more comprehensive than a blog post or infographic, meaning someone will exchange their contact information to get it.
Research reports. Again, this is a high-value material that is great for lead generation. Research reports and new data for your industry can also work for the awareness phase, as they are often picked up by the media or the industry press.
Webinars. Because these are more detailed, interactive forms of video content, webinars are an effective consideration stage content format because they offer more comprehensive content than a blog post or short video.
- Case studies. Detailed case studies on your website can be an effective form of content for those who are ready to make a purchase decision, as it helps you to make a positive impact on their decision.
Definitions If case studies aren’t right for your business, having short definitions around your website is a good alternative. For B2C brands, think a little more loosely about definitions. If you are a clothing brand, it can take the form of pictures of how other people have styled a shirt or dress, drawn with a branded hashtag where people can contribute.
How long will it take to see results from my content?
With digital marketing, it can often feel like you see results faster than offline marketing because of the fact that ROI is easier to measure. However, it ultimately depends on the scale and effectiveness of your digital marketing strategy.
If you spend time building comprehensive buyer personalities to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, you Strong results are likely to be seen inside.
If paid advertising is part of your digital strategy, the results come even faster – but for long-term, sustainable success, use content, SEO and social media to increase your organic (or ‘free’) reach. It is recommended to focus on making.
Do I need a big budget for digital marketing?
Like anything, it really depends on what elements of digital marketing you want to incorporate into your strategy.
The good news is that if you’re focusing on inbound techniques like SEO, social media, and content creation for an existing website, you don’t need a huge budget. With inbound marketing, the main focus is on creating high quality content that your audience will want to use, unless you are planning to outsource the work, you will only need to invest. It’s time
You can get started by hosting a website and creating content using Shakardara CMS. For low budget people, you can start using WordPress hosted on WP Engine and use them simply from Studio Press.
With the purchase of outbound techniques such as online advertising and email lists, there are definitely some costs. The price depends on what kind of visibility you want to get as a result of the ads.
For example, to implement PPC using Google AdWords, you will bid against other companies in your industry to top your Google search results for keywords related to your business. Appear Depending on the keyword competition, it can be reasonably cheap, or extremely expensive, which is why it’s a good idea to focus on expanding your organic reach as well.
How does mobile marketing fit into my digital marketing strategy?
Another important component of digital marketing is mobile marketing. In fact, smartphone use accounts for 69% of all digital media use in the United States as a whole, while desktop-based digital media consumption is less than half that – and the United States is still second to none. Not the biggest mobile fan in the competition. .
This means optimizing your digital advertising, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or purchase your product, your app also comes under the digital marketing umbrella.
Those who engage with your company online via mobile devices should have the same positive experience as they do on the desktop. This means implementing a mobile-friendly or responsive website design to make user-friendly browsing on mobile devices. It may also mean reducing the length of your lead generation forms to create a hassle-free experience for people who download your content on the go. As far as your social media images are concerned, it is important to always keep the mobile user in mind as image dimensions are small on mobile devices, meaning text can be cut off.
There are many ways for mobile users to improve their digital marketing assets, and when implementing any digital marketing strategy, it is important to consider how the experience translates to mobile devices. By making sure it’s always on your mind, you’ll be creating digital experiences that will work for your audience, resulting in the results you’re hoping for.
I’m ready to try digital marketing. Now what?
If you’re already doing digital marketing, chances are you’re reaching at least some segment of your audience online. There is no doubt that you can think of some areas of your strategy that can be improved.
So why did we create digital marketing? An Essential Guide to Marketing Your Brand Online – A step-by-step guide to help you develop a digital marketing strategy that is truly effective, whether you are a beginner or have little experience. You can download it for free here.
Editor’s note: This blog post was originally published in September, but was updated for comprehensiveness yesterday.