IMPORTANCE OF DIGITAL MARKETING
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers
1. DIGITAL MARKETING WITH BUSINESS???
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website it self to a business's online branding as digital advertising and e marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."
The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.
P.P.C is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of P.P.C is GOOGLE ADS which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:
·Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business's audience.
·Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to
·Accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
·Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
3. DOES IT WORK FOR ALL BUSINESS?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience's needs, and creating valuable online content. However, that's not to say all businesses should implement a digital marketing strategy in the same way.
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Beyond your website, you'll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.
If your company is business-to-consumer (B2C), depending on the price point of your products, it's likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.
For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).
For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.
·e Twitter followers, tweet engagement, or even app downloads.
·Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
4. ROLE OF DIGITAL MARKETING IN A COMPANY
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing effort.
With digital marketing, you can see the exact number of people who have viewed your website's homepage in real time by using digital marketing analytics, available in marketing platforms like HubSpot.
You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics marketing.
This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.
With offline marketing, it's very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people's behavior before they've reached the final stage in their buyer's journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel
5. BENEFITS of digital marketing for business
The group of potential customers that are found online is a much larger group of people than you are likely to be able to attract locally. Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable.
Other benefits of online marketing include:
The ability to reach a global marketplace
· You can save money and reach more customers for less money than traditional marketing methods
· Get to know your audience and allow them to know you personally which can help to create brand loyalty.
· You can track responses to your marketing efforts immediately and exactly what they are looking for.
6. STRATEGY FOR DIGITAL MARKETING
A digital marketing strategy is an important part of the overall marketing strategies of a business. This is true whether or not a company is doing business online. It is also true for a small, medium or large size company but especially true for a small company. Small business marketing for a local company can include many offline local advertising methods but needs to include a healthy portion of digital marketing strategies to be successful and maximize sales in today's economy
. A small business that is doing most or all of its business online needs to embrace a digital marketing strategy that helps it be seen by online users.
There are five main areas of online marketing that are of interest to a small business. Some of them are more important to local, offline businesses, while others are more effective with online businesses. Many businesses engage in all five areas of small business marketing on the Internet
It may come as no surprise that the marketplace has become increasingly more digital as technology continues to evolve. The benefits of digital marketing are becoming more prevalent every day. More and more consumers are researching and buying products online. According to Forbes, 82% of consumers conduct research online. And, Tech Crunch reports that 79% of people shop online. More and more small businesses are implementing digital marketing tactics to effectively reach and engage their target consumers online. In fact, U.S. digital marketing spend will rise to about $332 billion by 2021. Digital marketing tactics has proven to be the most cost-effective way to reach potential customer.One of the most important benefits of digital marketing is that it is the most cost-effective ways to market your business. When it comes to traditional marketing, it’s very difficult for small businesses with limited budgets to compete with larger businesses for ad space.
You can also set aside some money for digital marketing search engine optimization and pay-per click advertising to improve search marketing by prospective customers and business clients. Having only a website doesn’t guarantee that the target customers will find it. As a result, your site must be built with specific keywords and phrases, meta data, page content and linking strategies to enable access to top search rankings.
A lot of keywords and phrases compete for top search rankings, so supplementing your organic search engine optimization efforts with pay-per-click advertising will be helpful. Although establishing pay-per-click advertising campaigns can be discouraging, through a little time, effort and direction it can be achieved in-house, or for a little fee via an outside digital marketing agencyrdable digital marketing tactics, small businesses can get more for their marketing spend line.
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