How accessible is the Internet today? Would you believe me if I told you that the number of people connecting every day is constantly increasing? It is. In fact, continued internet use among adults has increased by 5% in the past three years. Marketing has always been about connecting with your audience in the right place at the right time. Today that means you have to meet them where they are already spending time: on the internet.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels like search engines, social media, email, and other websites to connect with current and potential customers.
Inbound sellers may say that inbound marketing and digital marketing are almost the same, but there are a few small differences. In conversations with marketing specialists and business owners in the United States, the United States, Asia, Australia, and New Zealand, I have learned a lot about what these small differences look like around the world.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever placed an ad in a newspaper, you’ll know how difficult it is to estimate the number of people who visited that page and paid attention to your ad. There is no sure way to know if that ad was responsible for a sale.
Digital marketing, on the other hand, allows you to measure the ROI of any aspect of your marketing efforts.
Here are a few examples:
Digital marketing specialists are at the forefront of driving brand awareness and lead generation through all digital channels, free and paid, available in a company. These channels include social media, the company’s website, search engine rankings, email, demo advertising, and the company’s blog.
The digital marketing specialist generally focuses on a different Key Performance Indicator (KPI) for each channel so that they can accurately measure the company’s performance on each. A SEO-led digital marketing specialist, for example, measures the “organic traffic” of your websites, from the traffic coming from website visitors who found a page of the company’s website through a Google search .
Digital marketing is done in many marketing roles today. In small businesses, a general can have many of the digital marketing measures described above at the same time. In larger companies, these parcels have multiple specialists who focus on one or two of the brand’s digital channels.
Deliberate digital marketing is a great option. At Disruptive, we use digital marketing to help grow all types of businesses, from popular stores to world-renowned universities and more. That is the beauty of online advertising. If you know who you want to target, you can use digital marketing to target anyone, anywhere.
However, some types of businesses will benefit more from certain types of digital advertising. As a quick summary, let’s take a look at typical strategies that work for business-to-consumer (B2C) and business-to-business (B2B) companies:
In general, B2C companies have much lower prices than their B2B counterparts. After all, it can be a little difficult to sell a $ 150,000 bit (trust me, they’re there) with a cast mother. But a couple of $ 10 kids? That is a relatively simple sale.
The good news is that because B2C companies don’t want to sell extremely expensive products or services, they don’t need large sales teams or complex marketing channels. All they have to do is present their products or services to the right audience with the right messages, and the rest must take care of themselves. As a result, the main goal of most B2C companies is to engage people and their marketing funnel. For example, if you can find that tormented mother on her children’s clothing website and offer her an exciting deal, chances are good that she’ll buy it today. You don’t have to build tons of brand awareness or trust before you can close a sale.
With that in mind, B2C companies often see excellent results from higher funnel marketing channels like social media marketing or paid social advertising. These ways do a great job of putting your business in front of potential customers who wouldn’t have known if you weren’t there. Now, it’s always a good idea to supplement with other digital marketing strategies like paid search or SEO, but if you have to choose a channel first, paid social advertising or social media marketing are great options for B2C.
In contrast, paid companies are a great option for B2B companies. Most B2B companies have a very specific niche audience that can be difficult to reach using social media. However, if you sell $ 150,000 bits and search for “diamond bit maker”, you want to be the first to see them. Yes, you can pay more for your clicks than you would for paid social advertising, but priced at $ 150,000, it’s money well spent.
Furthermore, most B2B companies have a much broader and more participatory sales cycle than B2C companies. If you’re selling a $ 150,000 bit, most people probably won’t go to your site, just call and say “I need one.” As a result, longer-term strategies such as content marketing or email marketing are often needed to close a measure.
This is the process of optimizing your Website to “rank” higher on search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. Channels that benefit from SEO include websites, blogs and infographics.
There are several ways to go to SEO in order to generate qualified traffic to your website. These include:
This term refers to creating and promoting content assets to generate brand awareness, traffic growth, lead generation and customers. Channels that can be involved in your content marketing strategy include:
This practice promotes your brand and content in social media ways to increase brand awareness, drive traffic, and generate leads for your business. Channels you can use in social media marketing include:
PPC is a method of driving traffic to your website by paying a publisher each time your ad is clicked. One of the most popular types of PPC is Google Ads, which allows you to pay for the best slots on Google search engine results pages at the “per click” price of the links you submit. Other channels where you can use PPC include:
This is a type of performance-based advertising in which you receive a commission to promote another person’s products or services on your Website. Affiliate marketing channels include:
Native advertising refers to ads that are primarily content-based and appear on a platform alongside other, unpaid content. Posts sponsored by BuzzFeed are a good example, but many people consider social media advertising to be “indigenous” – Facebook advertising and Instagram advertising, for example.
Marketing automation refers to the software that serves to automate basic marketing operations. Many marketing departments can automate repetitive tasks that they do manually, such as:
Social media after scheduling
Sustaining workflows with lead
Campaign tracking and reporting
Companies use email marketing as a way to communicate with their audience. Email is often used to promote content, discounts and events, as well as to direct people towards the business website. The types of emails you could send into an email marketing campaign include:
Blog subscription newsletters.
Follow-up emails to website visitors who have downloaded something.
Customer welcome emails.
Holiday promotions for loyalty program members.
Similar series tips or emails to motivate customers.
Online PR is the practice of getting deserved online coverage with digital publications, blogs and other content-based websites. It’s like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:
Reporter outreach via social media
Undertake an online review of your company
Attract comments to your personal website or blog
Inbound marketing refers to a marketing methodology in which you attract, engage and enjoy customers at every stage of the buyer’s journey. You can use all of the digital marketing measures listed above, across an inbound marketing strategy, to create a customer experience that works with the customer, not against them.
Here are some classic examples of inbound marketing versus traditional marketing:
With sponsored content, you pay as a brand to another company or entity to create and promote content that addresses your brand or service in some way.
One type of sponsored content that is popular is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry for related posts or videos.
Video is now the “love” of digital marketing. Designed with 99Spy. Video is the star of the show these days and if there’s anything you need to do, no matter what business you have, it probably is! It can be a short clip or a longer format, educational or entertaining, prerecorded or broadcast live, in real time. Now it’s just a matter of taking a TV ad and putting it online, but instead, you’re creating personalized content for your digital channels.
Video can be extremely effective in getting your message across as it creates an emotional connection with the audience and is far more memorable than text or even an image. All the major channels (Facebook, Instagram, LinkedIn) are now pushing videos to make their video content more accessible and engaging on those social sources and ranking higher in search engine results.
With little attention from today’s audience, you need to grab people’s attention in just a few seconds, or they’ll move on to the next in their lives. While anyone can make video on a low budget, it will take time, skill, and money to create high-quality, engaging video content.
Radio has come a long way since the Golden Age of commercial broadcasting in the 1920s, 30s, and 40s. As much as television has replaced radio, most people listen to radio every week, especially now with the growth of internet radio. You still have the option of doing traditional radio advertising or similar ads on channels like Spotify; But audio marketing can be much broader, including podcasts and smart home assistants like Amazon Alexa or Google Home.
Sound is a convenient medium, whether you’re talking about more traditional radio or newer podcasts, providing continuous, on-demand listening to a busy audience, and taking advantage of it means it’s coming. That audience where they already spend their time. Producing audio content can be easier and cheaper than video (and can replace content, for example, extract audio from existing video)
Your listeners are often busy multitasking and it is difficult to get them to take the next step (there is no easy button for them to click for more information or to register!). The marketing of smart home helpers is still quite experimental and has a steep learning curve with no immediate return on investment.
As you can probably imagine, digital marketing on a mobile phone is very different from digital marketing on a desktop computer. These days, these differences are of particular importance because smartphones are the primary device that people now use to interact with the Internet. With 60% of Internet activity on mobile devices, the switch from desktop to mobile has had a profound effect on digital marketing.
Last year, Google Ads removed the sidebar ads on its results pages to create a consistent experience across mobile devices and desktops. Facebook Ads still shows sidebar notifications on the desktop, but they only show in-stream ads on a mobile phone. Shorter blogs are better than longer blog posts on a mobile phone … and the list of differences goes on and on. To be honest, in today’s digital marketing world, it’s a good idea to assume that people will get together with your mobile marketing and adapt your desktop strategy as needed.
In addition to optimizing your mobile ads, it’s also important to think about your site and landing page experience. Sure, your website may look beautiful on a desktop, but if you can’t navigate on a mobile phone, it will alienate a significant percentage of your web traffic. At a minimum, you should have a website that is responsive to mobile devices, but ideally your mobile experience is specifically designed to facilitate an effortless mobile experience (not just a customized version of your desktop experience). Whether most advertisers understand it or not, digital marketing is now primarily a mobile experience. The good news is that if you’re relatively new to digital marketing, you don’t have to worry about getting back behind the wheel. You can start by creating strong mobile notifications, and then customize as needed for the desktop.
A combination of web marketing services, as shown below, can help your business achieve extraordinary growth:
With digital marketing, your business can expand to new areas, hire additional staff, and achieve great things in your industry. You can see the impact of internet marketing on the success of our clients. In the past five years, we have helped our clients earn more than $ 1.5 billion in revenue and more than 4.6 million leads.
Digital Marketing is the marketing of the future. In addition to all the benefits we’ve discussed throughout this article, you can track the results of your digital marketing efforts with incredible precision, making it easy to see which strategies are paying off and who needs some job
BTW, if this article convinced you that you need digital marketing (or you need to increase your digital marketing game), you just need help identifying the right approach.