The Ultimate Digital Marketing Guide in 2022!
La Decoller
We develop marketing campaigns to improve SEO, generate leads, increase brand awareness, and drive traffic to Business
Gone are the days when you had to wait for the paper to know about a new brand, product, or service; the same goes for radio and television. One does not need to wait to be told about anything in the 21st century; it is merely on everyone’s fingertips. With the digital boom, people are now used to an ‘instant’ way of life. Want something? Google it! And when you do, voila. You will have a plethora of options to click on - from the direct website link to affiliates, and social media pages to blogs, you are spoilt for choice. However, this does not happen automatically.?
There is a team - small or large - that is constantly working on improving brands’ digital presence. If your brand lacks digital exposure, there is a lot of business that you are losing out on. In short, this is the impact digital marketing has on business growth:?
What is Digital Marketing?
Digital Marketing refers to achieving marketing goals via the digital medium. This way, you can reach your target audience with your marketing messages directly on their mobile, tablet, laptop, or smart TV. Places that you can advertise include:?
Why do you need Digital Marketing?
Digital marketing is a prerequisite for each brand that wants to reach its target audience. The older mediums of marketing are tried and tested, done, and dusted. However, Digital marketing is a much newer concept that brands need to use in order to reach their target market. In addition, the number of eyeballs that the digital medium attracts is much more than most others. If your brand already engages in digital marketing activities, you know how it works. If not, here are a few pointers about why this is the way to go:?
Customer Acquisition:?
It is imperative to be present online in the 21st century. Being present online and engaging in digital marketing activities means a company has some new customer acquisition goals and wants to build deeper relationships with its customers. The basic flow followed for customer acquisition is:?
Attract → Convert → Close → Delight?
Here, customer acquisition lies in the Attract and Convert phases, where they are readers, visitors, and leads.??
Understand Online Market Share:?
Customer behavior differs from medium to medium. Someone that talks on the phone in a certain way might interact differently via a direct mailer. With customers’ growing demands, being online is a must, and if your brand is not online, there is no way you can understand your online marketplace and market share. This, in turn, could result in customers switching to competitor brands due to convenience, among other factors. After you understand your market share, increase it! Here’s a quick check-list you must save:?
Online Value Proposition:?
A clearly defined value proposition can cater to different target audiences; those that interact only via the online medium. This way, your brand will have different services that you can offer to online and offline customers - which in turn results in customer loyalty - you are giving the people what they want! You should be able to convey this in a crisp way; it should be in simple language. Be as specific as possible:?
Counter your competition:?
In all probability, most of your competitors have some sort of online presence. You have to have an online presence in order to counter that; it is the only way to ‘let your customers come to you’ - and try and get some of theirs too ;)?
The process is simple:?
Mobile:?
This is one of the major advantages of digital marketing. Everyone has a mobile device, and this is one way you can reach your customers at all times! Whether or not anyone listens to music or watches TV, they are accessible on their cellphones, and social media marketing or email marketing just might be the best way to reach them. Here are some of the tools to rely on for understanding devices used by your target audience:?
The advertiser has the advantage of being able to target users only on mobile, and further break it down into the type of device, i.e., Android or iOS.?
Analytics:?
Digital marketing gives you the advantage of being able to track where most customers come from, what they do once they reach your website, and why they bounce. These insights will help you tailor your marketing in a way to maximize conversions and minimize bounce rates. Statistics that you look at should be according to your goal. A few metrics are:?
Value for money:?
Advertising on digital platforms is more reasonable than mainstream mediums. In addition, getting a lead or conversion might be at a very reasonable price, thereby maximizing your profits!?
?Enough about why you need digital marketing. Let’s help you get started on how to make a digital marketing plan!?
?Creating a digital marketing plan in just 6 steps?
1) Define your brand:?
This is the first step to being able to market your brand - know it. Know it in and out.?
Know what you bring to the table vis-a-vis your competitors so you can market that to your audience. Also formulate your mission and vision.??
2) Understand your Target Audience and Buyer Personas:?
You cannot sell your brand, product, or service without knowing who you are selling to. Step two is to create your buyer personas and define your target market.?
3) Goal setting:?
Before you start with any activity, you need to ascertain the end goal. This way, you will understand if your marketing campaign is working well, or not. Also, it is advisable to have both big goals and small ones; the small ones keep pushing you to reach the big ones! Some of the examples are:?
Small Goals:
Big Goals?
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4) Choose Digital Marketing Channels:?
Digital Marketing comprises all channels to get through to your customers online. This is possible across devices, i.e., desktop, tablet, and cellphone. The different channels include:?
-Search Engine Marketing?
- Search Engine Optimization ?
- Content Marketing?
- Email Marketing?
- Influencer Marketing?
- Social Media Marketing?
- Web Design and Web Development?
5) Budgeting:?
Every marketing activity requires some money to be spent - consider it an investment since you will be reaping handsome returns if done right. Allot funds in such a way that the right amount of money is set aside for each medium basis what your advertising agency advises you. Invest more money in channels that will give you better results based on your target audience. Here are some of the metrics that could influence your lead generation budget:?
6) Optimization:
The magic of digital marketing lies in analytics; you can track results on an almost real-time basis, and optimize campaigns accordingly. If something works better than the other, divert marketing money accordingly. This is sure to get you better results! You can optimize your campaigns on the basis of:?
?We have told you the 'why' and 'how'. Here is the answer to 'what'.?
Different Channels of Digital Marketing?
Search Engine Marketing:?
This is the quickest way to be found on the internet since it is an intent-based mode. If someone searches for a keyword that is relevant to your business, your ad will appear on the search engine results page. Needless to say, it is not that easy; there are many things that the search engine takes into factor before showing your ad, such as quality score and CPC, among other things. SEM covers all paid search advertising, which includes:?
Search Engine Optimization:?
This is an organic way to make traffic reach your website. It is done with continuous addition and optimization to content which is then backlinked to your website. Unlike SEM, you do not have to pay for this, i.e., it is owned media, since your website is owned by your brand. Here’s a quick check-list before you get started on SEO:?
Social Media Marketing:?
Social Media is one of the most popular online tools that a brand can leverage. This is because most of their target audience uses at least one social media platform, and targeting options that are offered are very narrow, thereby minimizing wastage of marketing money. This can be paid or organic. Here’s a check-list of content that works organically across the most popular social media platforms:?
Email Marketing:?
This is the process of sending emailers with promotional or informative content directly in the inbox of your selected audience. It could be a set of email ids that you have collected or a database that is bought. Either way, it is an extremely effective mode of communication since emails are bound to be checked by all. However, the subject line must be catchy enough for the recipient to open the mail...and the rest is history! Here’s a list of types of e-mailers you could experiment with:??
Content Marketing:?
A sub-division of SEO involves continuous relevant content creation and posting in a way that the organic traffic to your website increases exponentially. On-page and off-page articles along with blogs and infographics are an effective path taken. Here’s a quick execution check-list for content marketing:?
Influencer Marketing:?
Influencers are trusted people on social media, and they have their own niches. If you want to kick-start your brand's promotion without investing in social media marketing, this is one way to go. This could also complement your strong social media strategy if you have one. Here’s a list of metrics to evaluate before selecting an influencer:?
Digital Marketing Trends in 2021?
Digital marketing has been an important tool in the marketing mix for a few years now; however, 2021 has made it one of the most essential ones! With more and more brands relying on digital media, it has evolved exponentially. Here are a few trends that you need to consider while starting your digital marketing journey in 2021:?
There are many more interesting trends coming up.?
So how can you get started with your Digital Marketing journey??
The digital marketing world is one that is constantly evolving. There is so much to learn, and much more to do! Lucky for you, we at La Decoller provide training in this field; if you would like to do a course in digital marketing, we are here for you. If not, there is plenty of information on our website that you can read. If you are a professional marketer and would like to get your brand online, just send us an email on [email protected] or call on 091383 93473 and we can help you get started! Happy marketing :)?
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