Digital marketing is essential.
Without it, your business is a ghost, invisible and ignored.
A ghost that floats above your empty website, your depopulated social networks and your empty bank account. It gets even worse. The Internet is a very popular place. If you fail to stand out, promote yourself and attract customers, your business will not survive. On the other hand, if you manage your digital marketing well, if you understand how marketing works and that you apply its principles, it can be quite different. Your business will come to life. You can then direct traffic to your site, convert these people into customers and fill this famous bank account.
Digital Marketing: Definition
It turns out that Wikipedia gives a very good definition of digital marketing:
“Electronic marketing, e-marketing, digital marketing or even digital marketing, corresponds to all the methods and practices of Internet marketing: online communication (influence and social networks), optimization of electronic commerce, creation of traffic through all digital media (computer, mobile phone, podcast player, video games and digital signage – outdoor advertising panel and point-of-sale television).”
The true power of digital marketing
The first advantage of this marketing strategy is its cost, compared to traditional media. Several aspects of digital marketing can be exploited with very limited budgets.
Nowadays, to become an e-marketing pro and develop your digital strategy, you will only need a computer, an Internet connection and the desire to learn. There are currently 4.93 billion Internet users worldwide. And this figure keeps increasing.
Conclusion?
It has never been easier to reach so many people. And unlike traditional marketing methods, digital marketing allows the results of the strategies implemented to be measured precisely and in real time.
Here’s what it means:
Today, you can use tools like Facebook Ads to target only men aged 22 to 25 living in urban areas, with a strong interest in cross-fit and electronic music. Then you can monitor each view, comment and click. You can use a tracking pixel to see what people are doing after they click on your ad. It is therefore easy to measure its effectiveness.
The digital marketing sales tunnel
For a good definition of digital marketing from a strategic point of view, remember that everything is based on what is called a sales tunnel or conversion tunnel. The idea is to use a variety of techniques to lure people into this tunnel and push them through the different stages, until they become your customers, then your brand ambassadors. Here is an overview of the sales tunnel:
DIGITAL MARKETING SALES TUNNEL
Definition of the digital marketing strategy: Let’s go through all the steps
Step 1: the exhibition
At the very top of the sales tunnel, you need to grab the attention of consumers. This can be done through pay per click (PPC) advertising, optimizing your site for search engines or through social media marketing.
Step 2: discovery
Once your prospects are exposed to your brand, they reach the discovery stage.
At this point, they begin to explore their needs or wants and discover the opportunities available to them.
Step 3: consideration
Now that visitors are ready to buy, they are considering their options. They decide what they want to buy and from whom to buy it.
Step 4: conversion
The conversion stage takes place when the consumer acts. This can include signing up for a newsletter or purchasing a product.
Step 5: the relationship
Once they have acted, your role is to prove to them that they have made the right decision. If they have subscribed to your mailing list, provide them with useful information. If they bought your product, offer them a quality customer experience.
Step 6: retention and promotion
Once the connection is established, it is important to develop the customer relationship to increase the frequency of purchases.
You also want your customers to recommend your brand. You can encourage them by offering to evaluate their order or by sharing your content on their social networks.
The two sides of digital marketing: inbound and outbound
It is important to understand that two main aspects make up e-marketing:
- Inbound marketing, also called inbound marketing or permission-based marketing.
- Outbound marketing, also known as interrupt-based marketing.
This graphic shows the differences between the two: inbound and outbound marketing. Let’s explore each of them a little further.
What is outbound digital marketing?
Outgoing e-marketing is basically about advertising. It is also known as interrupt based marketing since consumers are not looking for this marketing. The idea is this: promote your product or services wherever potential consumers are found. With the hope that those of you who see your advertisement will convert into customers. You will usually have to pay to access these advertising media. Some examples of outbound marketing:
- PPC advertising campaigns on platforms such as Google or Facebook.
- Most forms of traditional marketing: radio, magazines, television ads, etc.
- Sponsorship of events and poster campaigns.
- Distribution of prospectuses
- emails to people who haven’t subscribed to your mailing list.
What is inbound marketing?
“Inbound marketing is focused on attracting customers through relevant and useful content, and adding value at each stage of the buying journey. Through inbound marketing, potential customers find you through channels such as blogs, search engines, and social media.”
In other words, inbound marketing is about building a relationship between the brand and the prospect
Examples of inbound marketing:
- Optimize your website and content to appear at the top of the results pages.
- Create and share content with added value, such as blog articles or e-books.
- Email marketing to which the recipients have actively subscribed.
- Develop a community on social media platforms.
The 6 main channels of digital marketing
Now that you have grasped the fundamentals of digital marketing, let’s take a closer look at the 6 key channels you can use to grow your business.
Digital marketing channels
1.Cost-per-click advertising
- email marketing
- Social media marketing
- Influence marketing
- Search engine optimization
- Content Marketing
Cost-per-click (CPC) advertising
PPC in English, is a powerful tool. According to Google, companies that generate an average of $ 2 in revenue for every $ 1 spent on AdWords. CPC is an advertising method based on an automatic auction system. This system allows the advertising manager to pay only when a user clicks on his publicity. This means that you have to bid on the keywords that you want to associate or present in your advertisements.
Email marketing
This involves sending marketing communications directly to people, through emails. Emails generally get less attention than other exciting methods, such as social media or influencer marketing. And of course, people are inundated with email. In fact, on average, entrepreneurs send and receive 121 emails a day.
But, don’t underestimate the power of email. Marketing emails would benefit from a 3800% ROI. It’s much more than other marketing formats, like direct email, social media and SEM.
Most good email marketing campaigns start with a catchphrase. This is usually free content, or a reduction meant to get people to sign up for your newsletter.
Social media marketing
It is the process of gaining attention and traffic via the various social media platforms, knowing that 67% of the world population uses social networks.
Influence marketing
First of all, what is an influencer? In a nutshell, an influencer is a person followed by a large online community. Some examples:
Influencer marketing is the process of partnering with key influencers in a given niche. The goal is to expose your business to their visibility. The brand targets influencers in niches such as fashion, photography or lifestyle. It also gives influencers 15% discounts that they benefit their community. The number of influencer posts on Instagram doubled in 2017, reaching more than 1.5 million in total.
Conclusion?
A digital strategy integrating these marketing methods can really propel an e-commerce business towards success.
SEO or natural referencing
Search engines use tools called indexing robots. These robots scan the web to index all of the content available online. So when someone searches for a keyword, the search engine does its utmost to bring back the most relevant answers. But then what is search engine optimization?
The goal of SEO is to increase the number of visitors to the same site. And the way to do that is to make this site appear as high as possible in the search results. Suppose you want your DMTwebhosting site to appear at the top of Google results when someone types “Web Hosting in Lahore”. SEO will allow you to achieve this result.
SEO has many facets:
- SEO on page
- Off page SEO
SEO on page
It relates to the optimization of the content of your website, in order to be better referenced for certain keywords: For example, you can optimize each page on your site for a specific keyword or phrase. I myself optimized this blog article on the term “digital marketing”. It will also be important to find an appropriate domain name, which corresponds to the niche in which you wish to be referred.
Off-page SEO
Off-page SEO concerns optimization techniques outside of search engines. This may include external signals such as a presence on social networks. But the most important aspect of off-page SEO is to generate backlinks. That is, to make other sites point to yours. This technique allows Google to understand that certain sites represent the reference or authority in a particular field. These sites are therefore gradually highlighted by the search engines.
Content Marketing
Content marketing is one of the main techniques of inbound marketing. In addition, it can cost up to 62% less than traditional marketing and generate 3 times more leads. First, you need to create, share and promote useful and relevant content. This content is designed to attract, engage and convert your target audience to customers.
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