Whether you are just stepping into the industry or are already considered a guru, you will inevitably have to learn the 4 core online marketing principles that underlie all successful marketing strategies.
1. Attracting The Right Audience
The key to any business—no matter what industry—is attracting the right audience. This is especially important in the world of digital marketing, where all you need to do to succeed is to have a relevant and valuable message tailored to the right audience. Before you begin your digital marketing journey, it is essential to understand the nuances between various types of audiences and how to reach them.
2. Generating Awareness
Awareness is a measure of how much a consumer is aware of or thinking about a particular subject or product. If you want to engage with an audience and are considering using digital marketing to do so, generating awareness for your product or service is one of the most critical tasks you will face.
Awareness is most easily measured using two methods:
- Pay per click (PPC) advertising which we will discuss in more detail below;
- An online survey to determine the importance of a particular trend or subject to a target audience (e.g., buying a laptop, tablet, or smartphone is very important to Generation‑Z but less so to millennials).
Generating awareness through PPC advertising entails paying advertisers to have their advertisements appear at the top of a search engine’s results page (SERP).
If you use PPC advertising to generate awareness, you will need to consider factors such as the type of advertisement (e.g., text, video, or rich media ads), the budget, the keywords used, and the time of day that the adverts appear. Furthermore, you will need to determine whether you want to target one or more specific audiences (e.g., millennials, Gen Z, or others) with your ad campaign or broadcast your message to the general public. For example, if you are a luxury brand and PPC advertising on a popular search engine such as Google presents you with the opportunity to target a highly relevant audience, you may decide that this is the best option available to you (assuming, of course, that you have the budget for it).
3. Converting Interest Into Action
Converting interest into action entails getting your audience to take some sort of action. This could be as simple as visiting your website or downloading a white paper, or it could be a more complex action such as purchasing a product or service that you promote online. The most effective (and legitimate) way of acquiring customers is through a combination of inbound and outbound marketing methodologies.
4. Measuring The Results Of Your Campaign
Measuring the results of your campaign is extremely important, as you will want to know whether or not the time and effort you put into an advertisement campaign was worth it. You can use a variety of metrics to measure the results of your campaign, including:
- Direct traffic (i.e., people who arrive at your site directly through a search engine or social media platform);
- Social media engagement (i.e., the amount of attention that your social media platforms attract);
- Brand awareness (i.e., the amount of people who are aware of your brand or company);
- Conversions (i.e., the number of people who had an action taken as a result of your campaign—such as signing up for your email list, making a purchase, or viewing a video); and
- Cost per acquisition (CPA)—this is often a combination of the other three metrics, as it measures the cost of obtaining a new lead (i.e., customer) and the amount of revenue that you generate from that lead (e.g., via a sales conversion).
You can use online marketing analytics software to track the results of your campaign and gain valuable insights into which techniques worked and which ones did not. For example, you may find that your video advertisements generate the most interest but only have a small effect on your ability to convert visitors into leads.
Video Marketing For Dummies
Did you know that 92% of people prefer to learn about brands via short-form video content? Video is rapidly evolving and moving beyond being a simple tool used to create interesting (and sometimes viral) content to become a legitimate method of advertising.
If you want to use video to market your brand, consider these five tips to create an effective video marketing strategy:
1. Find content that is relevant, interesting, and easy to understand.
If you want to maximise the effectiveness of your video content, you need to ensure that your video matches the following:
- The purpose of the video
- The target audience
- The video’s content
- The production value
- The language and style used
For example, if your video is meant to educate consumers about your brand’s products or services, you may want to use an unscripted medium (e.g., record your own interview) to achieve the highest possible production value. Conversely, if your video is meant to generate interest or leads, you may want to use a scripted interview format to achieve the cheapest possible production value.
2. Create multiple versions
There are various techniques that you can use to improve the effectiveness of your video content, and one of the most powerful tools is dubbing (also known as subtitleing). Adding subtitles to your video content is an easy and cost-effective way of increasing the content’s appeal to a global audience. There are several tools, including HahaTypewriter, that can be used to automate the process of adding subtitles to your videos.
Creating multiple versions of your video content is also a great idea, as audiences often have different understanding of language and culture. For example, if you are shooting in Japan and want to attract a Japanese audience, you may want to create a version of the video with subtitles in Japanese.
3. Test the different versions
It is a good idea to test the different versions of your video content to see which one resonates with your target audience the most. If you are testing a video that you are planning to release to the general public, you may want to run a mini-test (e.g., on your own channel) to gauge the interest of current and potential customers.
4. Measure the results of your video content
Finally, you will want to consider how you are going to measure the results of your video content strategy. This is particularly important if you are using video as a stand-alone format or as a hybrid form with other content types (e.g., text and images). Ultimately, you will want to measure the effectiveness of your video content in generating interest, generating leads, and converting those leads into customers.
The good news is that once you determine the metrics you will use to measure the success of your video marketing campaign, it is fairly easy to accomplish. Furthermore, it is often possible to connect the metrics you use for one campaign to the others, allowing you to gain higher degrees of insight into the effectiveness of various video content strategies.