Marketing your products and services in the right direction requires adapting to lifestyle changes, how people approach things, and where they go to find information these days. You need to meet them where they spend most of their time, and currently, that’s the internet. It is imperative to brainstorm effective ways to reach the right people (your target audience) at the right time. And engaging with your target audience is crucial for the effective functioning of your business. Here, digital marketing becomes essential. Let’s start out by learning what is digital marketing, popular digital marketing strategies, benefits, and the beginner’s guide to implement it efficiently.
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What is Digital Marketing?
Also known as online marketing, Digital Marketing refers to advertising services and products on the internet. Leveraging channels like search engines, social media platforms, email campaigns, or communicating through the text are all ways to engage with digital marketing. The online presence that it produces is vital for your brand awareness.
The best way for a digital marketer to start working is by developing a clear idea of how an online campaign will support their overarching goal. Predetermined goals are an effective way to decide on a marketing strategy that will pave the way for the best results.
For example, Spotify’s #yearwrapped campaign attracted the attention of millions and billions of people and made its user retention reach an all-time high. There is a simple logic behind the idea. We all listen to music at our own pace. Spotify used the knowledge to its advantage and showed the existing users their most played songs, genre, and favourite artists at the end of the year. Music can be an emotional escape for many, and Spotify showcased that to make users see how the music they listened to coincided with their life events in that year. On top of that, it pushed the idea of sharing the highlights on social media, especially Instagram and Twitter stories. The app saw its mention at least 1.2 million times in the launch month, and more than 60 million users engaged with the highlights in the in-app stories.
It worked because Spotify personalised the experience of listening to music for every user, and the presence of the campaign on social media in such huge numbers led to the incoming of new users. Many were enticed to try this experience to see their music taste develop throughout the year and to show off their highlights on social media to friends and followers.
Today, Spotify is one of the largest music streaming service providers, with over 456 million monthly active users.
What are the different types of Digital Marketing Strategies?
Now that you know how to set a goal and select a marketing strategy, you can decide which channel to choose to promote your business.
1. Pay-Per-Click (PPC)
This digital marketing strategy draws paid traffic to your business website. Marketers place ads on websites and pay the publisher a fee every time their ad gets a click.
2. Social Media Marketing (SMM)
Instagram, Twitter, Facebook, and LinkedIn take up most people’s time today. Today, 5.11 billion people have a phone, and 3.26 billion access social media using it. The marketing strategies range from paid advertising campaigns to organically engaging with your followers to promote your services and products.
3. Content Marketing
It focuses on making the life of its audience easy. Digital marketers resort to written content, instructional videos, etc., to answer the user’s questions. It functions in three stages:
- The content makes the buyer realise they have a need.
- Buyer determines what to do to fulfil their need.
- And they decide on a product/ service for the same.
4. Search Engine Optimisation (SEO)
This marketing strategy focuses on making your content or website visible on search engines like Google. You need search engine optimisation to stand out because your competitors are also writing about the same topic as you.
5. Email Marketing
Who doesn’t like personalised emails from brands they are considering investing in or have a long-standing association with? Sending customised emails to a target audience or previous customers, as well as newsletters, is a part of email marketing. An email offering a discount on the items they have been eyeing or an extra incentive like free shipping can lead to a rise in sales.
6. Affiliate Marketing
Digital Marketers interact with outside individuals or companies and crack into a barter system. The individuals or companies promote your product and earn a commission each time a sale is made.
What are the benefits of Digital Marketing for scaling traditional businesses?
1. Digital Marketing promises a global reach.
Utilising digital marketing practices eliminates all geographical barriers that exist otherwise. Because your audience and your platforms are online, you can reach out to an audience residing in every nook and corner of the world. Having an online presence also benefits by validating the authenticity of your brand because your business’s Instagram profile can act as its portfolio.
2. Digital Marketing campaigns are customisable and faster.
You can narrow down and decide what kind of audience you want your products to interact with. Hence, you cater to your niche audience by reaching out to only those who fit your criteria, increasing the chances of converting leads into clients.
For example, you can filter the location as India, then further filter it as women between the age group of 25-40, and then further filter them as working women.
So, you filter out the audience based on the qualities matching your target audience and then run ads. Furthermore, you need to be well aware of how to measure the success of your digital marketing campaign to ensure fruitful results.
3. Digital Marketing is affordable yet comes with a possibility of an increased ROI.
Digital marketing is more affordable than traditional marketing, like venturing into print, broadcast, or outdoor advertising like billboards. Gone are the days when a business with limited resources would have to cut back on its marketing requirements.
Digital Marketing offers extensive reach, and what you create online – a blog, vlog, or a social media profile, is permanent. You don’t have to make ads again and again, like flyers. Since the investment is so low, sometimes even zero, because you do not have to resort to paid advertising immediately, digital marketing also promises an increased ROI.
4. Digital Marketing offers trackable results.
Because everything you are doing is online, all your profits and losses are recorded. With tools like Google Analytics and Google Search Console, you can track your performance and determine the gaps, if any. It is crucial to be mindful of what one can do better and revise their approach to achieve better results. Social media handles such as Instagram will also let you know how many people interact with which type of content.
Thus, the trial-and-error method helps you improve your content’s quality and leads to an improved client base.
5. Digital Marketing does not care if you are an established brand or not.
If you are competing with major brands in your industry, there are bound to be stressful situations. They might invest in television commercials for a better reach while you attempt to create a space for yourself. Or you can be a well-established brand trying to keep up with the times and adapt to online marketing.
Digital Marketing does not care about these factors. All you need is a marketing strategy. For example, if you succeed in determining the primary keywords relating to your products or services, then all there is left to do would be to create high-quality content with utmost consistency. That will help search engines prioritise your content and rank it higher.
How to start with Digital Marketing for your company?
1. Get to know the basics of Digital Marketing.
If you are here reading about digital marketing, you are already halfway into educating yourself. You should know what you are venturing into, your goal, and your marketing route.
2. Determine your niche audience.
Figuring out the goal for your business and understanding the type of marketing strategy that would work for you is crucial. The next step is to narrow your focus to your target audience through your services and products. Knowing your niche audience would make it easier for you to reach out to them.
3. Your competitors are your biggest frenemies.
If we all are talking about the same thing, knowing how to stand out is essential. When you research your competitors and take inspiration or learn from their mistakes, you will be able to understand how to rank higher than them and surpass them. One way to research your competitors is to look for those using the exact keywords as you and then study their methods. This exercise will also help you determine the primary keywords for your venture, thus helping with the SEO.
4. Focus on building your portfolio.
Whether through content marketing, social media channels, or any other method, your business should be able to showcase what it stands for. Having an Instagram profile showcasing your products and services or a blog explaining how your services can resolve your client’s problems is an effective way to build authenticity. The same also acts as your portfolio.
Your portfolio can also include client testimonials to gain the trust of your leads and clients.
5. It is crucial to determine a budget.
Once you have determined what elements of digital marketing you want to add to your strategy, you can decide on a budget. With inbound techniques like SEO and content creation, you don’t need to invest an amount immediately. Outbound techniques like online advertising require paid services, and you can decide the budget based on the visibility you are aiming for. Hence, selecting a budget is striking a balance between free and paid digital strategies.
6. Your content should be engaging.
After setting a niche audience and a budget, you need to know how to create a great content marketing strategy for various channels of your choice. The form of content can be a blog post, social media post, email forwards, newsletters, etc., but it should be engaging and valuable for your audience. Constantly monitoring your content and how your audience interacts with it will help you revise it as per their likes and dislikes.
7. Mobile Marketing should be enabled.
Your web pages, social media pages, or targeted ads should be optimised for mobiles. A mobile app enabling your customers or client to access your space via their smartphones makes it more approachable. Hence, it is essential to be mindful of the experience that your digital marketing strategies would entail on a mobile phone while determining the details for desktop users.
For example, keep a mobile user in mind while creating social media images because images appear smaller on smartphones.
The Last Word
Digital Marketing is essential to determine your business’s success in today’s time. Chances are that you are reading this on your laptop or mobile phone. The internet surrounds us, and it can be our friend if we use it wisely. It may sound scary initially, but Digital Marketing has transformed how businesses promote and market their products and services. Thus, taking the time to learn and work with it can be a fruitful way to trigger your brand’s success and gather your audience’s attention.
We are Team EMB the voice behind this insightful blog.