In the past, marketing management was mainly limited to offline interactions: sending out campaign materials or placing ads in traditional media. However, with the rise of the digital age, marketing strategies have shifted to online channels.
While it’s still important to invest in traditional media like newspapers and magazines, you should also consider establishing yourself as a digital presence on platforms like Facebook, Twitter, and Google+. These are the platforms your target audience already uses, and you can bet they’ll be using them to find content relevant to their interests.
If you want to become a successful marketer, you have to recognize the importance of digital marketing and develop the skills to effectively use the various platforms.
Digital Marketing: A Quick Primer
If you’re not familiar with digital marketing, it’s probably time you should be. The fast-paced world of digital marketing can seem overwhelming, but you need to understand the basics in order to succeed.
At its most basic, digital marketing is the use of marketing and advertising tools like websites, blogs, and social media to gain exposure and attract potential customers/clients to your product or service.
With this in mind, let’s take a quick look back at seven key marketing concepts you need to know, including:
Search Engine Optimization (SEO)
Incoming web traffic is one of the most valuable assets a business can have. After all, who doesn’t love cheap traffic that’s already interested in what you’ve got to offer?
Getting found on search engines like Google is a difficult task, and you need to use proven SEO techniques to achieve this. The good news is there’s help available. If you’re looking for a single source you can trust to provide expert SEO advice, check out this blog by Moz.
Moz is one of the world’s leading authorities on SEO and provides practical advice on how to boost your website’s organic search rankings. Using specialized tools and applying industry-proven techniques, Moz help businesses of all sizes and with all objectives increase their exposure and draw in more traffic.
If your business is well-known for its product or service, you might consider using content marketing to gain an edge over your competitors. In simple terms, content marketing is the use of compelling content to attract, engage, and retain customers.
When someone (usually a customer) reads our content and decides to purchase our product or service, we consider that a win. After all, that’s exactly what we want to happen! Of course, creating, publishing, and distributing content takes time, but the benefits of doing so can be invaluable.
You can use content to attract, engage, or retain customers. It’s a vital component of any marketing plan. Simply put, content marketing is used to develop and grow a digital footprint that can be used to reach customers where they are, whether that’s via a website, social media account, or mobile app. This digital presence then acts as a conduit to drive sales and generate leads.
Depending on your objectives, you might want to consider using analytics. Analytics allow you to track the performance of your marketing efforts and gain deeper insights into how your target audience interacts with your content.
For example, you may want to use analytics to track the performance of an ad campaign or the effectiveness of a blog post. With this information, you can determine what content works best and where you should focus your efforts to boost performance.
You need to use analytics to determine the performance of your web traffic. The better your analytics, the better your web traffic and the higher your conversion rates. There are several tools you can use to track the performance of your website, from simple free tools like Google Analytics to highly-customizable tools like Optimizely or Web Analytics.
Paid advertising is simply paying for ads to be displayed in the hope that someone will click on them and be directed to your website. The good news is you don’t need to resort to costly and complex advertising tools to gain exposure. You can simply use platforms like Google AdWords to gain immediate exposure for your website or brand.
There are many pitfalls you need to be aware of when using paid advertising, from creating ads that won’t appeal to your target audience to using the wrong keywords. If you want to learn more, try these Google AdWords tutorials to get started. Once you’ve mastered that, you can move on to more advanced paid advertising strategies.
Social Media Marketing
Similar to paid advertising, social media marketing is the use of platforms like Twitter, Facebook, and Google+ to gain exposure and attract customers/clients to your product or service.
The great thing about social media marketing is it doesn’t require you to pay for ads, and it’s free! You simply need to have a social media account of your own (preferably a premium account with many followers) in order to get started.
You can use social media to promote your website, brand, products, and services. Your goal is to create a digital community of people that share your interests and engage with your content.
On social media, you can use multiple platforms (sometimes called ‘channels’) to reach your audience. While most businesses use Facebook for their marketing needs, you can also use Twitter, Instagram, and Pinterest for similar results.
If you want to be successful on social media, you need to have a clear objective and develop a strategy. Decide what you’re going to do with your social media accounts and develop content that will engage with your audience.
Mobile marketing is simply the use of mobile devices like smartphones and tablets to gain exposure and attract potential customers to your product or service.
This is one of the biggest changes in marketing since the beginning of time. Back in the day, people used to advertise on TV or in newspapers, and everyone (except for the really rich) used to browse the ‘net through desktop or laptop browsers. Today, people are finding businesses through their smartphones, and the ability to target specific audiences and engage with them on a more personal level is priceless.
Whether you want to attract customers to your product or service in a new market or expand your current customer base, mobile marketing is the answer. To succeed as a marketer in this day and age, you need to develop and grow a mobile strategy.
Email marketing is simply sending out promotional material via email.
While social media and paid advertising allow you to target your audience and expand your reach, email marketing allows you to do the same, but on a one-to-one basis. If someone subscribes to your email list, you can engage with them on a regular basis to build trust and establish credibility.
Email marketing is a great way to gain additional exposure and draw in more customers. However, like social media and paid advertising, you need to develop a strategy to make sure your emails are effective.
Knowing when and how to use these various platforms is vital to the success of any marketing plan. With the right tools and a little creativity, you can gain valuable insights into how to grow your business.