Digital Marketing has existed for longer than just the past few decades. Today seems to be a buzz around it, and everyone is jumping on board. This blog will explain the difference between digital and traditional marketing and will include all the steps you need to know to join the trend.
So your probably a business owner who suddenly noticed that the marketing landscape has changed. You can no longer depend on your walk-ins. And the traditional advertising tools like newspapers, flyers, and billboards are just not cutting it. Or probably you are an upcoming entrepreneur planning on entering this digital era with your services. This blog will help you get a good start for all topics relating to digital marketing.
Let’s start with the very basics, what is digital marketing.
What is Digital Marketing?
Well, it is merely marketing using digital tools rather than traditional. Yes, it all comes down to the specific tools you are using to reach your audience, but in essence, it’s still the same game with the same target.
Digital Marketing vs. Conventional Marketing
Traditional advertising depended on conventional inventions like the printing press, billboards, the radio, and television broadcasts. Today many of these means don’t make sense anymore. For example, advertisements on the side of the road. How many people do you think will look at it today? 9 out of 10 times the passenger next to you is looking at his phone; rather than out the window at some billboard. That’s the world we live in today. People are consumed by everything digital more than ever. Traditional tools are becoming more of brand awareness rather than conversions. Just like high-end shops on expensive streets like Fifth Avenue in Newyork, or Stroeget in Copenhagen, these large brands aren’t open there because of the high conversion rates of the streets. They just serve as major advertisement billboards, that serve brand awareness and reach more than generating customers.
Today if you have no presence online, your probably not found at all. Think about it; you publish a post about your restaurant in a printed magazine. Some customers see it at the issue month, a few percentage converts, and you generate some revenue. But months later, it will be extremely hard for people looking for you to find that specific blog on that magazine issue. Its differences like this that are cancelling out traditional marketing.
In a nutshell, using digital tools to marketing is digital marketing. Within this field, there are many terms and channels that might make it sound complicated and confusing at first; but it’s pretty straight forward if you have the right grasp on it.
Digital Marketing Categories
Digital marketing channels are best understood if divided into three main categories:
- Owned Media: It is everything that you own, like your website.
- Paid Media: Includes tools like Google Ads, it is whatever you are paying for and not own.
- Earned Media: This is based on your popularity in a sense. How many people are engaging with your content and share it and making it go viral?
Each of these is important in understanding how to do successful digital marketing campaigns and strategies that drive conversions and generate revenue.
You will often hear organic vs. paid traffic when we are talking about how to do digital marketing. This is also the difference between PPC and SEO. PPC is paying to appear on desired positions on, for example, the SERP. SEO is all about optimization to organically rank higher in the SERP. Between the two, there is a range of channels.
Search Engine Optimization (SEO)
SEO stands for Search Engine Optimization; it is merely that. Enhancing every aspect of your website to rank better and higher on the Search Engine Results Page (SERP).
Picture the conversion journey starting with a reaction to a problem, or an advertisement. A need is created, which is also the problem. To solve this, a user turns to a search engine to look for solutions. Note that the most significant Search Engine by the number of users is Google. It is dominating the desktop and mobile devices by far and would make sense to use as an example here.
The user goes to Google and enters keywords or key phrases into the search query box, and presses enter. Google then returns a list of websites and links that best answer that query. To increase your traffic and potential conversions, you want to appear as high as possible on that listing on the SERP. Very few users click past the first page of Google’s SERP. Several factors affect your position. SEO aims to tackle all these so that your website is favoured by Search Engines and is ranked at the top positions.
Includes all changes that you can make on your website. This includes H1 and H2 titles on your page. Adding all the meta descriptions. Optimizing your images and adding alt texts. Any enhancements made on your site all fall under on-page SEO.
If you want to read more about on-page SEO, click here.
Everything you do away from your website to increase your rank is Off-page SEO. This includes one of the most crucial elements for increasing your rank, Backlinks. Backlinks are vital if you want to appear in the first position on Google’s SERP. Think of backlinks as a voting system. The more backlinks you get, the more votes you have. However, these aren’t popular votes; not every backlink counts for one position increase. The backlinks are sorted based on Url rank (UR), and Domain Rank (DR) measured out of 100 (100 being the highest authority, you will find websites like Google). In other terms, their relevance and authority. So receiving a backlink from a site that has a high UR and DR will increase your own UR and DR rating.
To read more about the importance of Backlinks and how they work, click here.
Technical SEO is everything you do within the code of your website. How you structure your code and compress your CSS files at the backend of your website. Most of the technical SEO enhancements will increase the speed of your website, which one of the important ranking factors of Google.
Read more about Technical SEO here.
Pay Per Click (PPC)
Here you pay a publisher for every instance your link is clicked. You would expect that the more you spend, the more you will earn here. But that isn’t always the case. If you don’t know what you’re doing, you might end up spending a fortune without any return. Many businesses have had a negative experience with PPC and tend always to want to stay away from it.
If you need help setting up your PPC campaign or still wondering if you should, you can click here to read more about PPC, SEO, and what to choose.
One of the most common PPC tools is Google Ads. With Google Ads, you can bid on keywords to appear in the top 4 positions of Google’s SERP above the organic results. This is one of the most commonly used PPC tools, obviously for Google’s dominance online, and the reach you will have. However, bidding on the wrong keywords might drive your business to bankruptcy.
Always consult with a digital marketing agency if you lack the experience. You can click here to know more about choosing the right agency for you.
Other pay-per-click tools can be found on most social media platforms such as:
Social Media Marketing
Imagine out of all 7.7 billion of us, almost half of us are on social media. That’s like every third person you meet is likely to be on some social platform. Now you can see the size of this potential if you’re an online business. You can reach your audience directly, anytime, anywhere at a relatively close to nothing cost; social media marketing is a game-changer. There are many social media platforms that you can use for creating reach, brand awareness, generate leads, drive traffic, and increase conversion rates. Depending on who you are and who your target audience is, you will select your social platform for engagement. The importance here is not to have an account on all platforms, but instead being active and engaging.
Click here, if you’re struggling to decide whether to use Facebook or Linkedin for your B2B business. Otherwise, here is a list of the most influential social platforms.
Digital Content Marketing
Content marketing is just as it sounds. Promoting content online to create engagement, drive traffic, and ultimately increase the conversion rate. Content can include a variety of subjects. Here are some of the main ones:
- Blog Posts are probably the first that comes to mind when hearing about content marketing. Well, they’re a great source to show your expertise and relevance within a particular field. Maintaining an updated blog on your website will go a long way to driving organic traffic. This will also increase the conversion rate of your website visitors.
- Ebooks: this is an excellent way for trading contact info for useful data. Having a downloadable book such as a step-by-step marketing guide creates a unique opportunity for generating leads. Will also increase your relevance the more user download the material.
- Infographics: sometimes, it is easier to get the point across using a visual aid. Infographics are great visuals for sharing engaging content.
Email marketing is essential for your digital marketing campaign; it also provides probably the best conversion rate. Companies have been utilizing email marketing to promote products and direct users to the website. There are several types of emails that you can send out, some of the most common are:
- Subscription Newsletter
- Welcome Emails
- Promotions and loyalty programs
- Email series for nurturing (tips)
In affiliate marketing, you are promoting products and services from others. You get a profit every time a referral from you generates a sale based on a commission scheme. There are many channels that you can use for affiliate marketing, from hosting video ads on Youtube Partner Program to having your website with outbound links.
Digital Marketing Automation
Considering all the channels mentioned above and platforms the digital marketing include, things can quickly get out of hand. Many have attempted to open accounts on all social media platforms to be present on them, but have failed to be active. This is where Marketing Automation comes into play. Marketing Automation is all about having the right set of tools that allow you to work more efficiently. Some of the most effective tools are:
- Email Automation: this is probably one of the most necessary tools. This will allow you to automate marketing emails sent to your contacts. Moreover, it can also allow you to tailor your list to ensure that only the desired content is delivered to your clients. MailChimp is one of the most used tools for email automation.
- Social Media Posts Scheduling: being active on social media platforms require you to post frequently. Sometimes more frequent than you have time. Using tools that push content for you on designated times will allow you to stay active while giving you the time to focus on your content.
- Lead-Nurturing: generating and nurturing leads is a lengthy process, but parts of it can be automated. You can automate a specific email to be sent once a user fits the predetermined criteria, such as clicking a link or downloading an ebook.
- Tracking Campaigns: the more marketing campaigns you run, the harder it is to keep track of their progress and, more importantly, their ROI. Employing tools for tracking and reporting your marketing campaigns will allow you always to have an overview of performance.
Reaching your audience today is easier than ever, and therefore more competitive. Ranking for the right audience requires time, skills, and experience, and even then, you might get hit with some digital regulations or Google Search Update that will set you back a couple of months or even years. The internet is continuously changing and adapting, and so do you, you need to adjust and capitalise.
If you find the information posted here useful, or have any questions, feel free to leave a comment below, or you can click here.