All you need to know about digital marketing
All you need to know about digital marketing:
the beginner’s guide to digital marketing
Over a century ago, marketers have used to take out an ad in a daily newspaper, and then marketing change. Marketers used only television commercials to reach their audiences and it was more than enough for them.
Customers' interests have changed year by year with the rise of the internet. Currently, companies design websites and online stores and sell like crazy thanks to a few keywords.
The internet makes a dream becomes true for marketers. They can target an audience with specific interests, behaviors, and locations.
Marketing has evolved in the past 10 years and explode in 2020 because of the pandemic. Traditional companies noticed the necessity of the use of digital marketing when the lockdown make it difficult for them to continue with their marketing activities.
So, what is Digital Marketing?
Digital marketing refers to any online marketing efforts or assets such as email marketing, social media marketing, PPC advertising, or blogging. These efforts allow companies to reach and present their fit products or services easily.
Digital Marketing Assets:
- Email Marketing
- Pay-Per-Click Advertising
- Social Media Marketing
- Video content / images
Why is Digital Marketing Important?
Digital Marketing enables you to reach a larger audience all around the world. In addition, it is more cost-effective than traditional methods of advertising.
Here are some benefits of digital marketing:
Enables you to target the right product/service
Placing an ad in a traditional channel cannot allow you to choose the people you want to target. You may have some tiny control over it by measuring demographics in a certain location. But, still, it can’t defeat the power of digital channels that allow you to target a very narrow audience through social media. For example, when you create a Facebook ad, you can define the audience based on location, age, preference, and consuming behaviors.
Other tools can be used in your digital marketing strategies, such as PPC or SEO. Using targeted keywords, you can reach your audience easily.
It enables you to reach your audience with the lowest price
Digital marketing is designed to reach your target audience with the lowest price possible. The ROI that you are likely to get through digital marketing is higher than using traditional channels.
It allows you to use different methods of testing
Many tests can be performed to identify the right audience, channels. Tests help in increasing revenue and saving money.
Testing is important in your marketing progress. Through testing, you can identify the best product that sells, and the best people that match this product.
It allows you to study your competitor easily
Studying competitors allow you to position yourself, and come up with different ideas. Differentiation is the key to stand out in a competitive marketplace.
Digital Marketing makes it easy for marketers to examine competition in real-time. Using online paid or free tools, you will be able to spy on your competitors easily.
It allows you to measure your efforts all along the way
You don’t have to wait till your campaign fail, and you have no idea about the reason for the failure. The metrics provided by digital channels enable you to measure your effort. For example Instagram’s analytics show you the best time your audience is active, the best post that gets more likes, shares, and saves. So, through the analytics, you can understand your audience's reading habits or buying habits.
Website traffics is one of the most initial goals marketers define all the time. Digital marketing analytics help you to measure all the activities running on your website, such as clicks. Platforms like HubSpot allow you to analyze your website performance, you can see how many pages they visited and what device they were using, you can also see where they come from.
It shows your prioritization in terms of strategies, tools, and channels.
Analytics help you to understand when, where to spend.
For example, you run an Instagram ad. One of them is on the story, and the other is on the feed. Based on analytics, you see that traffic mostly comes from the story ad, so you need to invest your money and time more in posting paid story ads.
You run ads on Facebook on weekends, also on Mondays. based on analytics, you will see the best timing for you.
One of the basic objectives of creating a website is to gain traffic. The traffic makes it easy for you to lead generation.
Products or services must be shown clearly on your website so you can measure the visitors consuming behaviors. Based on it, you will be making some decisions about the product or service that you need to focus on.
Digital Marketing Elements:
Digital Marketing contains of many elements such as: email marketing, content marketing, SEO, SMM. Each element has activities, strategies, tools that differ from one another. However, they all interconnect and we need them all. The only difference between these channels is: the who, what, when, and why.
We mean by that, asking these questions will lead us to the right part of the wheel that we need to obtain in our strategy.
- Search Engine Optimization
- Social Media Marketing
- Email Marketing
- Content Marketing
- Affiliate Marketing
- Online Advertising
- Mobile Marketing
- Online PR
- Analytics & Reporting
In this article, we will be focusing on search engine optimization, social media marketing and content marketing.
1. Search Engine Optimization
The SEO involves:
- Website optimization
- Competitors analysis
- Keyword research
- Website analytics
- Quality link building
- A/B test for conversion
Website optimization is the use of tools, advanced strategies, and testing to improve the performance of your website, drive more traffic, increase conversions, and grow revenue.
Digital marketing is continuously changing, and the algorithms companies such as google change as well. Currently, you don’t have to focus on all growth and ranking factors to rank number 1. You don’t need to rank number 1, the only thing you need is to be visible.
How? By focusing on the variables that carry more weight than the others. And here some factors that help you gain more reach:
1.1 Mobile is a prioritization
78% of local mobile searches (https://searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660 ) result in offline purchases.
According to Google’s Danny Sullivan:
“Neither mobile-friendliness nor a mobile-responsive layout is requirements for mobile-first indexing. Pages without mobile versions still work on mobile and are usable for indexing. That said, it’s about time to move from desktop-only and embrace mobile :)”
Your site needs to be mobile-friendly. You can realize that by
- Making your site adaptive to any device
- Images must be scaled to fit the mobile users
- Meta titles must be used because they are easier to read on mobile devices
- Avoid pop-ups as much as you can, because they hide the content and prevent impatient visitors from getting a glimpse of the content
Here are the exact elements you need to learn and apply so your site is well optimized:
1.2 Keyword Research
When we talk about SEO, we need to talk about keyword research. The website or the blog content must contain keywords that your target customers are googling.
There are many tools used for keyword research out there, however, the most basic and available for free is Google Ads Keyword Planner.
The only thing you is to set up a Google Ads account and search for keywords your target market search frequently and recently.
Write in search a broad keyword related to your industry/product category. Google will pull search statistics for all relevant keywords, and show you how much advertisers are willing to pay to advertise for them.
The column of "competition" shows the number of advertisers that target the same keyword and it doesn't necessarily reflect the SEO competition.
Keyword with high "top of page kids" shows the keywords with high"commercial intent". Companies are willing to pay more money for each click.
To rank in Google based on the keywords, you need to meet the following requirements:
- The keywords must have a significant search volume
- The keywords must be linked directly to your offering
- The keywords must have a rational way of competition, so the competition must be low enough that you have a chance to rank
Google keyword enables you to find relevant keywords with a high search volume and good intent ( we mean the user search topics).
On-page refers to the practice of optimizing all the content in the web pages to improve a website’s search engine rankings and earn organic traffic.
on-page SEO includes:
- Relevant headlines,
- HTML tags which include title, meta, and header
- Images, videos, texts
Why it is important?
On-page-SEO is the front page of your website, it enables engines to understand whether the content is convenient with the searcher’s query.
1.4 Backlinks: Get More Sites to Share Your Content
Backlinks also known as “inbound links”, are one of many metrics used by Google to measure the value of a page. Pages with a high number of backlinks tend to have high organic search engine rankings.
Why it is important?
Backlinks play the role of a vote of your website. It shows how trustworthy your website is. It says that this website is valuable and relevant. So, the more votes you have the higher ranking you get.
2. Social Media Marketing
We mean by social media marketing, the use of all the existing social platforms to connect with the audience, build the trust, increase the sale, and drive traffic to the website.
You can realize that by creating informative, entertaining, or influencing content, etc. In addition to engaging with your audience consistently.
The formula of social media success
There is no exact formula for social media success, however, there is crucial elements that guarantee your success if you apply it:
Consistency + Engagement + Hashtags = presence in social media
You need to be consistent all the time. It doesn’t mean you need to publish every day if you publish twice per week, so you need to be religious with that schedule and show up to your audience at the time.
Engagement is the second important element, even if you create the most elegant Instagram posts as an example, don’t expect to get many followers or comments, you need to engage to increase your visibility and meet new people.
2.3 The Hashtags
The hashtag is not important as many people think it is. Relying on it to grow isn’t helpful, you need to combine it with the consistent creation of quality content and engaging with your audience continuously.
3. Content Marketing
Content marketing is about the creation of a strategic content that aims to distribute quality, relevant, and consistent content in social media platforms, website, or blog. Through content, marketers are able to attract a clearly defined audience and build deep trust with it.
People like to consume things for free. Instead of buying things all the time. When your ideal clients feel they are only a target for sale, it’s unlikely for them to buy from you, they want to feel a connection and you can only build that through valuable content.