Digital marketing is a very broad umbrella term to cover a lot of different activities. It might cover your blog, your Facebook advertising campaigns, and your PPC. Digital marketing also encompasses emails and digital newsletters, texts, pop-ups, and more. As new platforms emerge, the scope will broaden further. Social media on its own could be taking up a huge amount of your time, even if you allocate no cash budget to it. But for all the activities you engage in and all the campaigns you create, what should you be getting out it?
No matter how much you spend on marketing, your primary objective is to gain paying customers. You might sell products, or you might provide services. Without the qualified leads that digital marketing so easily provides, you’ve got no chance of turning a profit. Digital marketing can be focused on a very narrow group or demographic. It can find the customers you want at the right time. Most importantly, a good campaign addresses their needs and their problems just as they realize they have them.
Once you’ve got your customer’s attention, you need to channel them through that all-important funnel. The customer’s journey length will vary from campaign to campaign. But each one should end up at the credit card input page.
Increased Brand Awareness
According to marketing guru Sabri Suby, your objective should be to “provide value to prospects by giving them free reports, webinars or free assessments.” This serves two purposes. The first is to increase the customer’s awareness of your brand. The second is to build their relationship with that brand. The more you give them what they want, the more inclined they will be to come back to you for more. The customer will trust you and feel more ready to embrace your proposition.
It takes time and a series of campaigns to go from stranger to best friend brand. Plan your campaigns carefully, and consider what your customer needs most from you. Build trust in your brand step by step to build trust in your sales pitch and product offering.
Return on Investment (ROI)
Of course, promotions and advertisements cost money. You want a return on that investment. And when you spend hours each day developing your campaigns and content, you want something back for all that effort. This is where digital marketing is the clear winner. It is highly measurable. In fact, you can see results as they happen with live web stats and analytics.
Make a note of your stats at the same time each day so you can compare traffic figures with past performance. This will help you determine conversion figures and sales values too. Use dedicated landing pages every time and track the customer journey. Cookies can help you identify returning customers as well.
Digital marketing has overtaken every other media. It is superior for measuring campaign effectiveness, and it is preferred by most customer groups. Is it worth the extra time and energy on your part? Use an agency to help you get the most out of your digital marketing campaigns without the personal burnout!
If you have any mind for business, you ought to know how important marketing is to success. However, that isn’t enough to succeed. If your marketing feels like it’s getting your business nowhere and providing nothing, you have to take a closer look at why that is. Here, we’re going to look at four essential components of successful marketing to help you figure out what’s missing.
All forms of marketing, online and offline, are about communication. Communication isn’t just about delivering a message, it’s about making sure the message is crafted to the one who sees it. People in different age categories, economic brackets, needs, lifestyles, and so on use different means to communicate and have different values.
Doing market research can help you better narrow down who exactly you’re communicating with, finding out their values and their wants. Marketing is about appealing to those wants, so knowing your customer is crucial to shaping your message.
Unify and conquer
That’s not to say that your marketing should blow whichever way the wind is going, as far as growing customer awareness. Marketing needs some consistency to it. Your business can’t profess that it has one core value above all others, then another core value above others in a different message.
Your audience will see this as a mistake at best, as willful representation at worst. Neither particularly makes your brand seem like it’s worth trusting with their money. Brands can evolve, and giving yours a facelift if business isn’t going well can be your chance to reintroduce the business. But if you find a successful brand message and imagery style, stick with it.
You’re no expert
It’s not just the message you use but how you use it. If you’re trying to port the exact same content from Facebook to Twitter and to Instagram, it’s going to come up with immediate issues that get in the way of its impact.
Take the time learning different marketing methods and finding out how to create specific content for each. If you don’t know how to use a certain platform, don’t just start pushing on it blindly. Using a digital marketing agency is worth considering not only for the immediate increase in quality your marketing sees.
It’s a good opportunity to watch the experts and see how they approach the task. Pick up some points and, eventually, you’ll be able to do it yourself.
Have a goal
Saving the most important for last. You can’t get where you want to go if you don’t know where you want to go. Not all forms of marketing are the right way to reach the same end. Set your marketing objectives and go from there.
If you want to increase sales within a certain demographic, you need to use attention catching marketing methods like PPC and video advertising on other sites. If you want to improve visibility and brand awareness, then social media and search engine optimisation might be better. If you want to build leads, then networking and using surveys might be the way forward. Find what you want your marketing to do.
Marketing has to be relevant, it has to fit the methods used to it, it has to be focused, and it has to be consistent. If you can’t master these four aspects of spreading the business’s brand, you will never get the return on investment you want.
It’s all about the web nowadays, but for someone who’s not exactly as tech literate as the market expects them to be, it can be pretty daunting. The world of digital marketing is powered by methods that are hard for the layman to understand. But you want to make sure that you’re investing in moves that are genuinely going to help the business. How do you cut through the noise and get to the facts of the matter?
Know your scams
That’s a dangerous word to throw around there, but it’s an honestly used one. There are a lot of people using outdated or incorrect methods and promising results through them they just won’t be able to provide. Make sure that you’re able to speak to the people doing the work directly on your marketing, whether that’s content, web design, or social media. Ask them what they’re doing and get weekly or monthly reports to show that they’re actually putting in the work.
Always dig deeper
You can be a lot more selective in how you choose which services are going to help you, too. It’s all about digging up the evidence that makes you sure you’re making the right choice. Look at evidence like this Web Full Circle SEO case study. Your marketing providers should be able to go into the details of what they’ve done for past clients and how they’ve made changes.
Similarly, you should look at their reputation online. Are they getting measured but mostly positive feedback? Age is another way to make sure that they’re at least established enough to have made profitable, sustainable methods work for them but it’s not always the key.
Keep an eye on your data
You have your own ways to measure how effective their services are, as well. Content Marketing Institute’s guide to analytics might seem like a lot of numbers flying around at the start. However, once you learn to read analytics (and it’s not that hard), you start to see the trends in how many visitors you’re getting, how many you’re retaining and so on. If your outsourced marketing metrics don’t match yours, you know something’s up.
Have the core good to go
So much of online marketing is very closely linked and there’s little that a company specializing in or hired for only one thing can do about it. For instance, you can have the best SEO company in the world but if your site just isn’t well-built, there might not be a lot they can do for you. Similarly, a poorly designed site will turn away customers no matter how good your newly ordered YouTube ad is.
Outsourcing your digital marketing can be of huge help to your business, don’t misunderstand that. But you have to be willing to do a little research of your own. Find the methods and promises that don’t work. Find the companies with the reputation and proof to back them up. Then find the data that tells you what’s really working for you individually and what isn’t.
No startup or small business can survive without a website. And no digital marketing campaign is going to be effective if the website is poorly designed. After all, marketing efforts that lead to your sales pages will only convert if the customer is getting what they’ve come to expect from your media messages. Regardless of your industry, market, or target audience, it all comes back to your website.
Good Website Essentials
A good website should deliver the essentials that any visitor might need. This includes clear and consistent branding, a company mission statement that clarifies your purpose, and contact details. These contact details should include:
a phone number;
newsletter subscription opt-ins;
a customer service message box or chat;
and your social media account links.
Sure, you’re there to sell something. But few people buy without browsing your site to find out who and what you are. And what they find will determine if they trust you enough to hand over their payment details.
Digital Marketing Campaigns
Digital marketing campaigns include banner ads, direct email, SMS, and search engine marketing. All of these marketing attempts should include a call to action and a single click link to your website. They might all lead to different landing pages, depending on the intention of your campaign. But they should each lead to a page that shares the consistent branding message of your website home page. Most importantly, each page must provide what you promised in each campaign.
If you’re offering a promotional deal of twenty percent off a particular product, then make sure the product page including the discount is there when the customer lands. Don’t confuse the page with lots of other offers, or a hard-hit sale. You’ll end up with a high bounce rate you really don’t want. It can harm the reputation of your brand too if people become fed up with your adverts.
Trust and Protect
Don’t overwhelm your landing page with additional data collection tools. Pop-ups aren’t encouraged by Google, and might even harm your SEO ranking. Make sure the customer feels secure using your order forms and payment services. It’s worth looking at a case study or two into fraud prevention. You’ll see that companies can easily be cheated. Customers can be cheated too when their data isn’t adequately secure. To ensure customers trust you, it’s essential your website security is a priority.
Transaction emails should be automated. Once the customer has input their details, make sure they can opt out of marketing emails. Place a note nearby that confirms they will still receive emails relevant to this particular order. The transaction email will help to build trust in your brand, and assure the customer their order is secure and processed. Add your social media accounts at the bottom, as well as two or three different ways to get in touch with you. You could also include a newsletter subscription opt-in opportunity. Offer something to encourage more people to use it. Make sure every email includes a unique landing page web address. It should be relevant to customer service and the order for the customer to revisit your page.
Landing for SEO
So how many different landing pages should you include? That’s up to you and may depend on your business type. Many websites are simply information pages about the company. Some include a blog to encourage regular visitors and better SEO ranking. All websites are important as customers and suppliers will check here first to gauge whether you are trustworthy to do business with. The more pages that are relevant to their needs, the better. And if you sell online through your site, then individual product pages are a must. Include as much information as you can to answer every question a customer might have.
Can you afford to ignore your website? No. The more digital marketing campaigns you have, the more you should pay attention to your return on investment. You can only determine your ROI if you’re analysing the traffic to and through your website. Basic analytics are free, of course. They give you daily figures on visitors and may include unique visitor numbers and the country of origin. That’s not exactly valuable data though. You need to dig deeper.
Your website should ideally reveal live traffic numbers. After all, your digital marketing efforts happen live. You can switch them on and off live. It makes sense to see the impact of a campaign as it happens, especially if you are billed on a Pay-Per-Click basis. You have complete control, but only if you bother to control it. For this you need to see the effects.
You should also be able to monitor your click-through and your conversion rate. Why monitor so closely? Why waste money by letting customers go? You could see a problem and fix it instantly. All campaigns are experiments, after all. They happen in a narrow time frame, and many external factors affect them. If the external factors are stacked against you on that particular day, then you want to get out before any more money is wasted. If a competitor has a bigger campaign running than yours, chances are yours won’t win that day. Wait for a better time, or change your message to compete better.
If click-through traffic isn’t converting into a sale, then it’s essential you fix what is wrong with that page of your website. Change the copy, move the buy-it-now button, or use a better image. This page has to offer everything the customer needs to trust you. Is the branding consistent with other pages? Have you added all the security needed to ensure a safe transaction? Have you answered every question a customer might have about the product? Can you offer more for the price, or reduce the price further? Make sure the customer can easily find contact details to reach your customer service department.
A good website is easy to navigate and full of pages of information that visitors want to read. While it should certainly be engaging, it needs to carry through a strong and trustworthy branding image. Make your digital marketing campaigns count with a customer-friendly website.