A marketing agency based in Sussex is on a mission to help small businesses thrive in the digital world. They recognise that the competition is stiff and that consumers have millions of options when it comes to product and service procurement, which makes the task of marketing even more challenging.
The team at The Bonjoro Group specialise in digital marketing and online marketing strategy. They work with businesses across a range of sectors, including marketing, retail and ecommerce to help their clients create effective digital marketing strategies and campaigns.
A flagship project that the team at Bonjoro are particularly proud of is their bespoke digital marketing training program. They work with small businesses to craft custom-made learning curves, incorporating digital marketing best practice and real-life training scenarios. These programs typically last for around eight weeks and offer in-demand marketing skills such as SEO, content strategy and performance marketing.
Why Are Marketers Specialising In Online Marketing?
The UK government has designated 2018 as the ‘year of digital marketing’, with marketing students in the country accrediting around 110 university courses in digital marketing and digital marketing management in 2018. The country’s digital marketing associations, such as the British Advertising Association (BAA) and MediaWise, have also predicted that there will be a 500% growth in digital marketing jobs by 2022.
As well as a buoyant job market, the UK government is working to improve marketing’s status as a career option. As part of its Digital Marketing Strategy, the government announced a review into entry-level and graduate digital marketing jobs, to be implemented by Summer 2020.
Is SEO A Growing Sector In Digital Marketing?
SEO was one of the original four ‘big bang’ marketing techniques, alongside CRM, EMA and SMM. Developed by Stanford University in 1996, SEO is short for ‘search engine optimisation’. SEO campaigns are designed to improve a business’ natural search ranking on search engines, such as Google.
SEO’s popularity has soared in recent years. PwC’s 2019 marketing technology report states that 66% of businesses use some kind of SEO strategy, with 48% using it somewhat regularly and 18% using it a lot. This comes as no surprise, given that 79% of internet users in the United Kingdom look for businesses online before making a purchase decision.
The digital marketing world has shifted to focus on how businesses can gain the most traction online. SEO’s biggest rivals are now called ‘content strategy’ and ‘performance marketing’. Digital marketers are increasingly specialising in these areas as content strategy specialists need to know what works and what doesn’t when publishing online, while performance marketers need to understand how a business’s online presence affects its bottom line.
What Is A Performance Marketing Campaign?
Performance marketing entails measuring a business’ online performance, such as analysing traffic, discovering organic search trends and assessing the effectiveness of marketing campaigns.
These performance markers can be used to assess the return on investment (ROI) of marketing initiatives, determine market share and guide future marketing spend. For example, you might measure the number of clicks a marketing campaign generates, the amount of traffic that visits a particular website and the conversion rate – the number of people who enter a business’ site and make a purchase compared to the total number of people who viewed a piece of marketing content.
You could also look at how a campaign’s digital marketing activities, such as SEO and content strategy, affected its performance. This way, you can isolate the most beneficial parts of a digital marketing campaign and apply what you’ve learned to future marketing projects.
The ROI of a digital marketing campaign is typically calculated from the outset of a project. This requires accurate measurement and diligent testing to determine whether or not a campaign is paying for itself. To find the ROI of a digital marketing campaign, you would take the total cost of the project and then subtract the total income (i.e sales or leads generated).
Why Is Content Strategy Important?
If someone looks up a business’ website on search engines, what do they usually see? Chances are, the first thing that will come up is the content on the website.
Whether or not a business is digitally marketing its content, it needs to have content for the web. According to HubSpot Blogs, 72% of smartphone users have either deleted a business’ app or will never use it, because of poor usability and design. If a business doesn’t have good quality content, it won’t matter how many apps or how much marketing it does – it won’t attract or retain customers.
Having said that, not all content is created equal. Some content is more valuable than others, taking into consideration things like the time it takes to create, how frequently it’s updated and the number of views/clicks it gets. Knowing which content is valuable and which content is less so, is a major part of a content strategist’s job.
Why Is SEO Key In Digital Marketing?
SEO is short for ‘search engine optimisation’. Let’s look at each part of this term.
- Search engine optimisation
- As the name would suggest, SEO tries to improve the organics (i.e. the results you get when you search with a search engine, like Google) ranking of a website or a product.
- SEO can be implemented relatively easily and, for the most part, does not require any special equipment.
- SEO is one of the most popular marketing techniques among students, with 110 courses accredited in 2018.
The four key areas that SEO’s success depends on are:
- On-page SEO
- Off-page SEO
- Content strategy
- Link building
On-page SEO, as the name would suggest, focuses on making changes to a website that is already live, in order to optimise its ranking. This could include, but is not limited to, creating high-quality content, ensuring that the
match the user’s search query, creating an about page and growing your business’ social media accounts.
Off-page SEO looks at ways of getting a website or a product noticed by search engines, regardless of whether or not the changes have been made on-page.
Content strategy focuses on creating and maintaining key content that is relevant and interesting to a target audience. In relation to marketing a product or launching a new venture, a content strategist could help establish what type of content should be created and how it should be created. For example, if you are marketing an e-commerce store, you might look at the type of content that attracts customers to your site and determines whether or not they make a purchase. If you are marketing a new product, you might consider what type of content – such as webinars, guides, FAQs – will be the most effective for potential consumers.
Link building involves creating backlinks to a website or organic content, such as blogs, articles and social media accounts. Backlinks are important because they can help a business’ website gain credibility with search engines. Having said that, creating too many backlinks can harm a business’ reputation.
Now that you know the ins and outs of digital marketing, it’s time to put this knowledge to good use.