Want to enter the market with digital marketing but not sure how to start? Let me take you through basic rules and tools you need for a digital marketing strategy.
1) How to maximize the efficiency of your digital marketing
Are you looking for a wife/husband? You may go to a club full of people and ask the first person you see to marry you. Let me estimate your chances to succeed: it’s like…
(Your musical taste is not the case here).
To maximize your chances you need more traditional approach: first talk to potential wives/husbands (without mentioning the ‘marriage’ word). Ask them about their needs, get the contacts. Try to get along with them, make them like you and trust you. Remind them about your existence continuously. Finally, when the circumstances are right, you can propose.
That’s exactly how it works when you’re trying to make people buy something from you.
Young entrepreneurs often forget about this and try to get users to buy their products/services without proper presentation and customer loyalization. But some things take time, and the sooner you understand this, the bigger chances your business has to become successful.
2) Presentation – the website
At first, you need to establish your places in the digital world. There is no better place for a proper introduction of your company than a well-built website in RWD. All your digital presence should be designed to make the visitors take a specific action on your site. This is where the magic happens – people get to know you, subscribe to the newsletter, explore your offer, and finally buy your products. But how to pull them in?
3) Paid promotion
In the coming years, companies will spend more and more money on digital marketing in comparison with traditional media, making it almost a half of total advertisements’ spendings in 2020:
What’s important, the share of the mobile advertisements spendings will grow significantly – almost 3/4 of digital marketing spendings will go to mobile ads. This shouldn’t be a surprise – vendors follow customers, and mobile commerce is now 34% of all e-commerce transactions globally and is expected to grow at 31% in 2017. (That’s also why Responsive Web Design is so important for your site).
4) How to pay for digital marketing?
In digital, you can choose the model of payment on your own:
- Cost per mille (CPM), also called cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising. It refers to the cost an advertiser pays for one thousand views or impressions of an advertisement. Loses popularity to other types of payoff because companies often prefer to pay for actual results, not just views.
- Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
- Pay-per-call (PPCall, also called cost-per-call) is an advertising model in which the rate paid by the advertiser is determined by the number of telephone calls made by viewers of an ad. Pay Per Call providers charge per call, per impression or per conversion.
- Cost per acquisition (CPA), also known as “Cost per action” or pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (contact request, newsletter sign up, registration etc.)
5) What in particular will companies spend money on in digital marketing?
This is not just the chart allowing you to compare with other companies but a big clue on what in digital marketing works best.
6) Marketing push vs. pull
If you’ve just started a business or consider a change of tactics ‘cause the revenue still doesn’t satisfy you, probably big outdoor campaigns or TV ads are beyond your reach. You need something much more effective to avoid spending all the profit on marketing.
In the Digital Age, you’re not limited to paying ridiculous money for ads that will be seen mostly by people completely not giving a **** about your offer (like billboards or television ads). This kind of marketing is called push for the resemblance to marketers attempting to push their products at consumers. In digital, you can focus on the people more or less interested in your offer. This type of marketing is called pull and its idea is to establish loyal followers and draw consumers to the products. Generally, if a customer needs something that your company offers, you should make it easy for them to find it – that includes paid (SEM) and organic search engine optimization (SEO). All the loyalizing actions must follow.
7) Inbound Marketing
It’s strictly connected to the idea of pull and consists of the variety of tools ‘at your place’ – your blog, videos, profiles in social media, newsletters or whitepapers, and all of what generally falls under the umbrella of content marketing. The barrier to entry and affect people by inbound marketing is relatively low – of course you need people to make your content but then the promotion is entirely up to you. You can spend a lot of money to sponsor your content but there is almost no minimal amount to start a SEM or social media campaign.
Thanks to the possibility of optimization and high customization of SERP (Search Engine Results Page), your site will reach people already interested in your offer.
This is the best possible option for a start – you don’t need millions to start, and you can increase your spendings basing on the performance. Lots of Inbound Marketing tools becomes inevitable – today it’s hard to imagine certain companies without social media profiles, blogs, or newsletters.
8) Every minute in online life…
- there are 3.8 million search queries
- 1,440 WordPress blog posts are published
- 3.3 million pieces of content are shared on Facebook
- 149,513 emails are sent
- 500 hours of video are uploaded to YouTube
- Twitter users tweet nearly 448,800 times
- Instagram users post nearly 65,972 new photos
(According to Smart Insights, http://www.smartinsights.com/internet-marketing-statistics/happens-online-60-seconds/).
Is it even possible not to get lost in this never-ending avalanche of content?
Yes, but you won’t do that by posting and blogging like everybody else. You need a plan to distinguish your brand and your offer from your competitors. Your content needs not only to be well-written but above all deliver value to your prospects.
9) Strategy and planning is the key
Make your Content Strategy.
A. Who is your target?
What kinds of people can buy your product/service?
Make personas – 3 to 6 at best, imagine them and introduce them to your team. They are or will be your customers.
B. Where do they reside?
Both online and offline.
Online: which social media platforms, websites or blogs do they visit? Do they use Google search to find products/services like yours?
Offline: which country (meaning culture) do they live in? What languages do they speak?
C. Know them better.
What’s their occupation, demographics (the age, do they have kids?), characteristics (i.e. what made them do what they do), goals… Get to know them better. Define their goals and concerns. Give them content that will seduce them. And the best part: help them to achieve their goals.
D. Which channels can you use to communicate with them?
Which social media do they use and how? What kind of content can make them follow you there? What can you publish to lure them into your website?
E. Who is your competition and how do they use digital to get customers?
Which channels do they use and how?
What can you learn from them, what are they doing wrong?
It’s not about copying them but checking what they’ve tried and didn’t work in order not to make the same mistakes.
After all, copying someone else will set you in a place where all you can do is challenge them with lower prices – that’s not your dreamy position, is it? If you want to succeed and maintain the quality of your offer, you need to…
The very basic thing is to distinguish your company from the competitors. Underline what you do that no-one else does this way. Be the first!
10) Social Media
To help you manage all your social media channels you gonna need a calendar. Plan your content ahead to avoid silence in your social media channels, which often happens on small companies’ profiles – with limited resources, it’s easy to forget about your social media. And it’s a big mistake – continuity is a huge value in relations, remember?
Social media are also good channels to get to people who don’t know you yet – you can reach them thanks to the ‘shareability’ of your posts as well as paid promotion (and its amount is almost entirely up to you).
Should be the most ‘personal’ and appealing part of your website. Just like all your website – or even more – needs good fonts, colors, and imagery. Don’t make it all about you – try to focus on users’ problems you can help them solve. Don’t forget the most engaging type of writing – storytelling. Share your expertise – but only if it interests your users. How do you know that? Remember your personas. Speak their language and talk about their concerns to win their hearts.
13) Email marketing
This one will never die, seriously. Once you have built a subscriber email list of potential customers who may be interested in your products or services, email marketing is a very effective way to get the message out. You can keep them up to date with company news, upcoming events, and special offerings. You can send out newsletters and customized product or service offerings specified to the customers’ needs. It’s very effective in reminding your customers of your existence and a crucial tool for loyalization.
14) Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
It’s essential to be visible to people already interested in your offer. Use Google Keyword Planner or at least Google Trends to know the potential of the keywords you’re about to use on each page on your site.
To jump instantly to the top, it’s one of best ways to spend your marketing budget on paid search engine results, i.e. Google AdWords.
15) Display advertisements
Not that long ago, display advertisement were considered the push marketing, since all the ads were shown to random users. (That’s where the Cost Per Mille applies). Their CTR (Click Through Rate) was ashamedly low – avg. 0,05% to 0,4%. It’s still very popular but the way it’s being used changes – thanks to overwhelming data we leave when we surf the internet, many banners show us only the things we’re interested in. It’s based on our search history, sites we visit, videos we watch… Thanks to that, once someone visits your site but doesn’t make any conversion, you can show them your banner on a different site. It’s called Remarketing and is one of the most efficient ways to regain somebody’s interest.
Digital marketing may seem a jungle full of beasts too wild to domesticate. Do you need them all?
Well, the more the better. Remember to be consistent in your brand presence in each of the channels you enter. Choose your ways basing on the efficiency of each one. Try as much as you can and measure the outcome. With loads of analytical tools, you’ll learn on the way.