DIGITAL MARKETING OR ONLINE MARKETING: WHAT IS IT AND HOW CAN YOU IMPLEMENT IT?
G. SANNESH
Real Estate Agent/Blogger /Freelance Writer/Graphic Designer/at Fiverr, Freelancer, Truelancer
They talk to you about digital marketing, online marketing, digital marketing and you don't understand anything? Don't worry, here you will find everything you need to know about digital marketing and how you can implement it in your company to choose the strategies that work best to sell online. Maybe you are thinking that digital marketing is full of many terms and technicalities that are difficult to understand, and you feel a bit overwhelmed or overwhelmed and you prefer to procrastinate and leave the topic for later, right? Do not worry!
That is why we have written this complete guide to digital marketing where you will learn all the different strategies about:
The different sorts of digital marketing strategies that exist.
The most common terms of online marketing
All about digital advertising
Types of social networks
Social media strategies
Search engine optimization or SEO
Even how to make a digital marketing plan Digital marketing trends And much more What is the digital marketing? Digital marketing , also known as digital marketing or web marketing, is primarily the use of online techniques to offer visibility and promote a company on the internet through various digital channels. That is, put yourself in front of your prospective purchasers. Marketing 2.0 involves all the marketing, attraction and revenue generation techniques through the internet.
In this way, you can meet potential customers to whom you can market your goods or services by providing great meet. Aren't they cool? Roots of digital marketing or marketing in digital format originated in the beginning, where Internet users could only restrict themselves to searching for and storing information. Those who had influence were, thus, the owners of websites and pages. The roots of digital marketing, however, were laid there, as you could advertise your company on the internet. It wasn't until 1993 and 2000, however, that digital marketing was officially recognized. Well, at this stage, the innovations of the most popular companies have allowed users and businesses to connect and communicate.
Web 2.0, a digital framework for two-way communication (the development and exchange of information between internet users and businesses), is thus opening up. Which Digital Marketing Forms You need to consider the various forms of online marketing that occur in order to get the most out of your digital marketing strategy. Each one, categorized according to its emphasis and function, will be explained below. Without further ado, we will speak about five kinds of digital marketing that can not be skipped to accomplish the company's goals.
Some claim that there is a content marketing today
It focuses on developing and disseminating useful content for an audience, gaining authority and confidence from them. Therefore, the goal with content marketing is to provide useful data before making a purchase in the investigative phase that individuals carry out.
Marketing WeInbound
It's a marketing philosophy; others call it the evolution of digital marketing. The customer is placed at the forefront of this approach and is responsible for recognising the way customers buy. Then techniques are introduced to retain and assist them in their purchasing process and transform them into the company's consumers and promoters.
3.0 and 4.0.Relational marketing
This form of marketing is intended to build a partnership with your clients and improve them. So, in addition to providing a great product or service, you need to provide each customer with an unforgettable experience. Marketing Conversational Based on encouraging brand-user conversations to improve sales and deliver an effective message to consumers. At the same time, to encourage contact, it aims to automate communication.
Permission marketing It is focused on asking the prospect or customer to submit details from the company for permission. You are not noisy in that way and stop SPAM. On the other hand, in this post, when a client decides to accept content, we go deeper into the various ways of digital marketing that exist and how you can get the most out of your strategies. They show interest and are more likely to read it.
Digital marketing strategies are a series of digital tactics that help the organisation achieve its business goals through the internet. As a marketing professional, you need to grasp the core techniques of online marketing to incorporate the ones that will deliver the business the best performance. First, the core techniques used in digital marketing are explained to you.
Inbound Marketing Inbound is a marketing type, but a technique as well. It is focused on creating a positive experience in every interaction with and person that approaches your brand to add value and transform them into a customer. Throughout its method, attraction marketing is characterized by development in 4 phases:
Attract strangers with relevant information.
Convert visitors to your content into leads.
Close new sales and obtain clients for the company.
Delight your customers and build loyalty to the brand.
Content Marketing
It is a tactic to gain an audience focused on producing and sharing useful material. It should be explained that it is about exchanging information that helps to solve or fix any issue our target audience has by linking to useful content. People can find your content and thus find the brand thanks to websites such as Google , YouTube and others. This implies that you must concentrate exclusively on the customer if you want to apply this online marketing strategy.
In a good content strategy, you need to define the subjects are the people you want to target who have the most searches on the internet. Content marketing helps to offer high-value content to an audience, as you can see. Well, the aim of this is to generate confidence and create a relationship with the user on the internet who finds your content.
Search engine optimization (SEO)
The optimization of search engines is the method of optimizing your website to crawl your site for search engines. In this way, your page information is indexed by Google , Bing or Yahoo and displayed to the public. The aim of SEO is to place your pages at the top of the search results and thus receive a large number of visits from a target audience. The SEO specialist 's key tasks are aimed at enhancing two aspects of your website: strength and relevance.
Furthermore, the search engine optimization behavior are split into two:
● SEO On-Page (within your site)
● SEO Off page (off your site)
Online advertising Digital advertisement is one in which its advocacy function is fulfilled by using internet advertising channels. However, it is defined, unlike conventional ads, by: *Construct and execute it quickly, as you only need a network link to access the platforms. *Accurate data regarding ad success (impressions, clicks, etc.) can be viewed. *It is scalable and suits the needs of your business.
In digital marketing, you can find numerous ways to promote your company. It will depend on the preference between one and the other; the budget, the content you want to share, and the objectives you want to achieve. Let's see some kinds of digital ads below that you can promote your company with:
SEM- stands for Search Engine Marketing or Search Engine Marketing. When we speak about SEM, we apply to the search engine ad campaigns that are carried out. The same search engines give us their channels for these paid promotions.
Native advertising
It is an online advertisement type that is integrated with the web content. It is not disruptive, therefore, and does not interfere with navigation. Vertisements on social media On social networks, you can even advertise where the advertisements are combined with the content that users see. It depends, however, on the medium that you use to build one type of message or another.
Social media marketing
We apply to all the activities and campaigns carried out across social media sites such as:
Facebook ,
Instagram ,
Twitter,
LinkedIn,
among others, when we speak about social network marketing to make your brand known to a target audience. Social media can be used by the company to sell more, but beware!
Basically, these social media are a medium where individuals attempt to socialize, amuse themselves and connect with other individuals, not looking for anyone to buy from. However, in order to amplify your impact, the key goal of social media marketing is to create communities around your brand and distribute your message to be shared and virialized.
Let's see which social networks you should have a digital presence on below:
To Facebook
It is the world's number one network, and its choices allow you to have a page for the business. Furthermore, its functions allow you to distribute content and promote it. To increase the popularity of your brand, being on Facebook is important.
Youtube
It was not considered a social network in the beginning, but was viewed as a' Google of videos'
Snapchat
is an application for smartphones for mobile messaging. Considered to be a social network for a specified time for sending and disseminating images and messages. The messages, that is, disappear. Snapchat is a publicly received social network that has been very well received. Therefore, it is an incentive at the corporate level to give users exclusive content.stead. Its current characteristics, however, allow creators and individuals to interact. One of its benefits is that, over time, you can place your videos and receive visits.
Instagram is part of Facebook and, relative to others, has evolved rapidly. It is a forum designed for visual content to make an effect. In it you can share brief moments and use the hashtags to create a great scope.
A social network targeted at the corporate world and industry for professionals. For networking and developing business ties, it is a great choice. If you're an executive and looking for strategic partnerships with other organisations, strongly recommended. Or you can communicate with decision-makers if your target audience is B2B (Business to Business) in any event.
The main channel for sharing news and updates. On Twitter, the content is quite short, but targeted customer service strategies can be created. Snapchat Snapchat is an application for smartphones for mobile messaging. Considered to be a social network for a specified time for sending and disseminating images and messages. The messages, that is, disappear. Snapchat is a publicly received social network that has been very well received. Therefore, it is an incentive at the corporate level to give users exclusive content.
Email Marketing
It is a communication method that uses email to create direct communication in a database with each prospect or client. As an integral strategy for your brand, we should suggest email marketing because you not only gain customers through it. You can also automate functions for the support team and build loyalty programmes. Of course, you would need an email marketing platform to execute it, which enables the sending of automated emails.
Email forms for your campaigns In your email marketing campaigns, there are distinct types of emails you can send. The goals you have set and the purpose you have with your contact base will depend on each form of email. Let's see some kinds of email marketing in your tactics that you can use.
● Newsletter
● Informational emails
● Nutrition emails
● Promotional emails
● Transactional emails
Email marketing goes beyond sending emails to a contact database without any background, as you can see. To decide what you can strengthen, you must prepare your method and calculate the outcomes.
Advantages of Digital Marketing or Online Marketing
An ability to grow your business is to plan to incorporate digital marketing in your business. There are other benefits, however, that make online marketing a means of achieving business objectives. Measure the real-time tactics Have you ever wondered how the effects of a radio, TV, magazine or billboard campaign can be measured? Well, in addition, when you already have the results report, everything passes and there is no time to change any action, it's almost impossible. Thanks to the advanced instruments that are used, anything can be calculated in digital marketing. You can calculate the selling of a product in a virtual shop, from the click of a publication, to visits to the website. Measuring your online marketing actions' success will allow you to make real-time decisions and change your tactics so that they have better results.
Cheaper than other media
It is cheaper than advertisements on television, radio or print media to introduce and build digital marketing campaigns. Of course, the investment will be greater as your business expands and your campaigns are more complex. This means you can adjust each plan to your brand's circumstance and budget. Better segment your audience Digital marketing platforms can allow greater visibility to individuals who need to access them. The platforms gather data on the internet operation and actions of users.
This means that it is possible to apply digital marketing to send the right message to the right person at the right moment. To examine this information called" information "and thus create a more assertive communication. With online advertisements, for instance, you can select which cities or individuals to present your ads to. You can then create a message that suits their needs and issues. Have a party around your brand A community is created when individuals engage with your content and connect with the brand. To meet other people, these online communities help spread the image of the organization and its facts.
Moreover, to those who meet your brand for the first time, a group transmits trust and encouragement. Customization of strategies It is possible to adapt each strategy and tactic to your clients' situation. This means that it is possible to apply digital marketing to send the right message to the right person at the right moment.
Digital Marketing Glossary
Do you think digital marketing is full of technicalities and concepts?
Well, you're not mistaken! And with all the terminology that exists in the digital marketing world, you might become confused. But to understand how digital marketing works, you need to know this terminology.
Below, let's see some concepts:
Website
The first thing you have to invest in is the design and production of a website when you begin with digital marketing and want to expand the scope of your business to reach new customers.
Lead
A lead reflects someone who has gone from being an anonymous user to being a contact in your database on your website. That is, since they have been left in a registration form in return for information on your goods and services, you obtain their contact details.
Lead Magnet
In order to draw leads, it is the material and the pledge of value that you advertise. What you offer in return for their data (ebooks, technical manuals, studies, etc.) is the lead magnet.
CTA (Call to Action)
It is a button, image , text or hyperlink that invites a particular action to be taken by whoever reads it. Therefore, bringing the customer through the various stages of the buyer's journey is an important aspect.
Landing Page
It is a page designed to turn visitors into leads, often called a catch page. The type and the value proposition (lead magnet) are on the website.
Conversion
It refers to having a consumer to perform a certain action in digital marketing. That a visitor becomes a lead, for example, or that a follower becomes a client.
Sales funnel
It is a method designed to turn visitors to your website into clients. The funnel is used to refer to each stage's number of people. Well, users decrease as progress is made. Lead nurturing Lead nurturing or lead cultivation is a process that is used in an organisation for the maturation and nurturing of cold leads. Furthermore, it is responsible for preserving the loyalty of those who are already consumers and motivating them to buy back.
Lead scoring
Lead scoring is a methodology for marketing automation that is responsible for classifying the leads in the products or services according to their profile and level of interest. The goal of lead scoring is to help you prioritise the leads already planned for a purchase. How to execute a plan for Digital Marketing? Implementing a digital marketing strategy in your business requires expertise and knowledge. It is also important to have the support of a team of digital marketing professionals. To build a digital marketing project, some of the professional profiles you need are:
Digital strategist Web designer and developer Expert in means of payments Content manager. Other profiles with various specialties are available, but this will depend on the project size and the budget. Now, in order to get this team of experts, you get two alternatives:
1. Hire (within the firm) an in-house squad.
To pay their payroll, however, you must have a high budget. Moreover, it is important to realise that you have to wait for the team to adjust and start delivering the planned outcomes.
2.Employ an company that specialises in digital marketing.
This choice is preferred by many businesses, because recruiting a digital strategy service is more beneficial to their budget than making a payroll. The agency has the resources and experts to develop digital marketing ventures. The distribution of outcomes is therefore faster than the first choice.
Let 's start with the steps necessary to implement a digital marketing strategy in your business now that you know the kind of professionals and specialists you need:
1. Defines the Persona Buyer
The first step in your digital marketing plan is to identify your buyer persona, for this you must interview your current or future clients. But, you ask yourself, it's a semi-real representation, so all its features must be included. Consider the following for consolidating it:
2. Identify and identify channels of communication
In what media is your perfect purchaser? Where do you get recognition from them? Having a website and a blog where you publish educational content is important. Also, build the requisite social profiles, that is, where your buyer persona can really be interacted with. On the other hand, specify which channels you are going to communicate via: e-mail, text message, etc.
3. Build an offer of content or a lead magnet
Now, with a value proposition, you must arouse the attention of users. Usually, this content is free and can be an ebook, video, guide or mini-course. Your lead magnet's key feature is that it has to help solve an issue your customers have.
4. Plan a landing page or a page to catch
Build the capture tab, identify the questions the form will have about where users will leave their details.
5. Establish a technique to push traffic to the website
We mean the amount of visits your website gets when we talk about traffic. The simple fact of making it does not indicate that users attend immediately. You must therefore design a campaign that attracts people and discover your offer of content.
6. Plan a strategy for email marketing
The dispatch of your content must be immediate when users deposit their data. You need to design and develop messages to improve the relationship with your contact base, but you can not stop communication. That way, at each point of the sales funnel, you can get your prospect to step forward and you can eventually turn them into a consumer. We will take you step by step in this post so that you have outstanding performance.
How do I make a proposal for Digital Marketing?
By building profiles on social networks, investing in digital guidelines, creating content on a blog without a specific aim, several businesses are launching into digital marketing. This is all going to end in a waste of money and time. You need a digital marketing strategy before beginning all the acts. That is why we mention what this document ought to contain below.
1. You need to have a defined business model
A business model prior to the business plan is a guide. It consists of describing explicitly what you're going to give your clients, how you're going to do it, to whom you're going to sell it, how you're going to sell it, and how you're going to produce revenue. You can rely on the Model Company Canvas tool if you don't have a business model established.
2. Perform a preliminary review of your organisation
Does your company have a website already? Have you built the company's social networks? In digital marketing , it is important to know what elements you have to begin with. To determine the current state of the organization and the market climate, you can do a SWOT analysis here.
3. Identify the Identity
Buyer Take into account the identity of your customer and all the attributes that distinguish it. Note that you will be able to design highly customized tactics from this representation to attract your ideal customer.
4. Defining your priorities for marketing
You need to decide where you want to go and the best way to do this is to set intelligent goals. To develop unique, appropriate, practical, and achievable goals, spend enough time.
5. To assess your goals,
KPI's The main performance metrics to know if our plan is working are KPI's. You can view it as any information or statistic that allows you to display the outcome of the acts performed. Site visits, number of leads, number of opportunities, number of sales, among others, for example.
6. Defining the tactics
To turn them into customers, choose the most suitable strategy to increase web traffic, catch leads and create contact with them.
7. Assign a budget for publicity
In order to accomplish these targets, how much money do you intend to allocate? You need to evaluate the scope of the campaign and the project's needs (personnel, channels, advertising) to determine a digital marketing budget. One recommendation is that, based on the projected growth of the company, the marketing budget should be specified.
8. Pick the social networks
you're going to be present on Investigate what data is desired by the audience and on which social networks this data triumphs.
9. Pick the marketing tools that you are going to use
There are numerous channels on the market, and your preference depends on your approach. Some are paid and represent a price, but you can see it as an investment, remember that you're going to save time.
10. Project for Research
To know if you are really achieving your targets, all digital marketing activities must be evaluated. Use the information given by each platform for this and evaluate it. It also explains how often you can measure the effectiveness of the campaigns. Online tools for marketing For various purposes, there are various digital marketing methods. The choice of one or the other will depend on your project's complexity.
For your online marketing strategy, here are the most common and practical ones. Tools for SEO In order to optimize your website and achieve greater visibility on search engine results pages, these tools provide you with information.
Such methods for SEO are:
Keyword search tools Keywords are the phrases used by individuals to access the internet. They are more likely to include you in the search results if your website has them. To ensure organic traffic, researching and using these keywords or keywords on your website is therefore important.
Some of the tools you will use in this assignment are:
● Google Trends
● Google Keyword Planner
● SEMRUSH
● Ahrefs
● Ubersuggest Professional SEO tools
It is the field of SEO that a web developer primarily does. It focuses on altering elements such as source code, configuration and options for the server.
Here we discover:
● Screaming frog
● Moz Bar ● Yoast Backlink research software
Backlinks, typically for comparison, are the hyperlinks that other sites generate to yours. When one is created by a high-authority website , Google recognizes it as a vote of confidence. However, when the reverse happens, the positioning may be influenced by these connexons.
These tools assist you in tracking backlinks:
● Google Search Console
● Ahrefs
● Majestic SEO Tools for Research
These platforms help you to analyze the data and check your digital marketing strategy 's success. Analyzing metrics They concentrate on reminding users of their contact with your website. Google Analytics The activity of users on your website is gathered. Numbers of visits, for example, where they come from, most of the pages viewed, among others. Search Console The purpose of the search console is to inform you on the results pages about the output of your site. Analysis for rivals It 's critical in digital marketing to track what your competition is doing.
Thus, the industry is seeking new opportunities. You can also learn a certain strategy and adapt it to your business.
● Buzzsumo
● SEMRUSH
● Similar web
● Alexa Resources for administering social networks
They are platforms that allow you from one location to manage social networks. It should be remembered that all of them fulfil similar roles in automation.
The most famous and top rated instruments are these.
● Hootsuite
● Buffer
● Postcron
Tools of Automation You can automate tasks, connect and organise software, carry out tests on your website, create landing pages, carry out email marketing campaigns, manage social networks, and automate the implementation of your online marketing strategies from a single location with these tools.
Some of the most common applications for marketing automation are:
● RD Station
● Hubspot
● Active Campaign
● InfusionSoft Design tools
These tools allow you to carry out the graphic design part, edit the images that we publish on social networks and your website. Some more popular tools are:
● Canva
● Photoshop
● Illustrator Email Marketing Tools
They are intended for mass sending of emails. We can find some like:
● Mailchimp
● Doppler
● Mailer Lite
● Getresponse
Trends for 2020 in Digital Marketing Monitor these digital marketing trends closely, so you can concentrate your attention on tactics that can provide results. In your online marketing strategy for 2019, consider the ones you find appropriate. Chatbots: automating customer contact reduces costs in the field of service. Moreover, the customer is delighted to receive an agile and productive response. Video marketing:
contact with the user favors visual content. The video complements your message and produces user engagement. Voice Search: Voice commands are being used by more and more people to query search engines. To enhance your organic placement, knowing how to adapt your keywords will be important.
Mobile first:
All the material and design must also be regarded so that it is viewed on these devices without problems. Marketing of influencers: the goal of companies is to create interaction with campaigns of influencers. Vanity metrics like "followers or likes" can no longer direct you. You can concentrate on evaluating the effect you can achieve.
Digital Marketing 's latest 4Ps The ability to develop unique marketing strategies stems from the combination of innovation with elements that are considered central in conventional marketing, such as: product, price, promotion and location, forming the marketing so-called '4 P.' The digital age, however, has brought to the table the' 4 new Ps' that help optimize all marketing processes.
1. Approaches
The method is the collection of tasks that are done to carry out a strategy. Digital marketing has helped us to create processes that are much more streamlined, which leads to resource management and better performance.
2. Persons
You guarantee that qualified and trusted employees can work better by placing the best people in your business in front of your customers. If you inspire, inform and give them all the resources to optimize their processes, this will produce quality workers over time, naturally, and quality results for all your customers in turn.
3. Presence
The brand 's life is all the checks and facts that make up the brand 's credibility. Users create a picture or impression of your brand from all the data found about your business on the Internet. In view of this, the identity can be established through its own digital platforms, such as the internet, but through the opinion of the clients, and their understanding of the goods or services, a strong reputation is also established.
4. Productivity
The last key factor is sustainability, but much of the success of businesses today lies in it. Since the results of each operation are continuously tracked, it will allow you to make decisions that maximize efficiency and reduce mistakes. Well-defined targets that aim to increase the effectiveness of your plans can be maximizing capital or reducing acquisition costs for each client.
Digital Marketing Agencies
Digital marketing companies are businesses that specialize in offering strategies to improve productivity and profitability for other businesses. So the first step of dealing with an organization is that the interests are first recognized. In terms of blogs, ads , social networks, graphic design, among others, the more you can explain the needs of your company, the more effective the ideas that a digital marketing agency will give you would be.
You will need to consider the budget and what you are able to spend, knowing that the best way to calculate the success of the money invested in any of the strategies is the return on investment ( ROI). With traditional marketing, corporations have made major advertisement investments without getting a clue about their efficacy. Current instruments enable agencies to track and obtain data in real time in order to provide detailed and precise decision-making information.
Before hiring, personalized attention, conversations and meetings. Constant advice throughout the whole process. Proposal of a solid and realistic plan. Generation of productive campaigns and actions. Monitoring of knowledge and presentation of data. In short, a successful organization would be able to give you several strategies that will begin to yield meaningful results, both individually and combined. Mainly in the marketing field, but this success can be spread to the rest of the departments, affecting sales in particular.