December 02, 2021
Before I took the class, I thought digital marketing was just writing funny posts on social media like Facebook. But after a semester of learning about different digital marketing tools, I've found that it's more than that. In the following paragraphs, I'll give you two main reasons why it's important and how it can help you.
First, digital marketing helps you convince your target audience that you exist. In the past, when the Internet was not as prevalent as it is today, people were limited by the sources of information they had access to. Most got their information from newspapers, magazines or television. So if you were a small or regional company, you might only have to spend a relatively small amount of money on newspapers or other outlets, and you could have a monopoly on the entire market in that area. Nowadays, however, everything has changed because of the Internet. With the help of the Internet, consumers have free access to an unlimited amount of information worldwide. This has also changed their buying behavior, as the "Zero Moment of Truth" (ZMOT) has emerged. Because of the competition in consumer goods, they now have countless options, and if you're not there to help consumers make a decision, you're out.
Second, digital marketing helps you understand your target audience. In the past, consumer needs were monotonous and easily predictable. Sometimes companies didn't even pay too much attention to consumers' needs because a good product spoke for itself. However, the Internet offers them not only the opportunity to understand what they like, but also ways to satisfy their needs. So if you can't satisfy consumers' needs, you're out of the competition.
Digital marketing, on the other hand, provides you with various tools to solve the above two problems, increase your presence among consumers, and publicize consumers' thoughts through SEO, social media, and email.
These days, when consumers have questions about a particular product or are interested in a product, the first thing they do is open their browser and search for that product. If you don't give them a good impression there, you may be dropped from the purchase funnel. SEO is just the tool to help you prevent that. If you understand search engine algorithms, you can revamp your website and appear in a high position in search results pages. The key is to understand the search view of your target audience. Nowadays, Google has changed its algorithms to focus not only on keywords, but also on thematic mappings. Understanding the intent of searchers is becoming increasingly important because the best results are not the ones with the most keywords, but the ones with the most relevant content and the ones that people find most helpful on a particular topic. Companies should first create a list of potential keywords and then group them according to user intent. Then, they should build their websites based on those intentions, not only including the keywords but also showing users' intentions when searching. Next, companies need to update their websites regularly and perhaps add more in
A brand page on a social media platform is not a one-man monologue selling your products, but an opportunity for you to actively engage with your followers and find out what they like. To engage your customers, you can run contests, promote user-generated content, offer customer service, or even give them personal experiences with the company. People also want to interact with their friends and family on social media, which makes it easier to spread word of mouth. Consumers trust their peers more than they trust the company. So if your content or products are great, people will be willing to share it with their friends, and they will have a good impression of you as well. This is like a snowball that you can expand to millions of potential customers with the help of social media. Also, with the help of social media, you can understand the language of your customers and their online behavior. By analyzing the language they use when referring to your industry, company, and product, you can find out what their mindset is, whether or not they like your product, and whether or not you can help them solve a problem or fill a need. The sentiment in their language can reveal their true feelings about your products. On the other hand, Facebook, for example, provides various statistics that show you how your customers behave online, including their interest in different topics, their demographic composition, the devices they use, etc. When businesses understand these behaviors, they can create a persona for their target audience and target them more effectively.
You can accomplish a lot with email marketing because providing their email address shows that consumers are interested in your products. So, building a large email list can help you reach more and more potential customers and turn them into loyal customers of your products. On the other hand, Facebook also provides various tools that can help you take full advantage of your email lists. For example, you can match your email list with people on Facebook and learn more about them, such as their interests, online behavior, and so on. This allows you to better understand your target audience, develop products that better suit them, and design marketing campaigns that reach them more effectively. Another option for email marketing is A/B testing. You can test different elements in an email, such as subject lines, tones, fonts, and images, and see which ones are more likely to engage and convert customers. Personalization and localization of emails are also good practices to make customers feel that you really understand and care about them.
In conclusion, digital marketing is extremely important and effective in today's world as it helps you solidify your presence in front of your target audience and understand them.
Keep around potential create new views; this way even their old customers can learn something new from the websites. Besides improving organic search results, another effective SEO strategy is sponsored search. By analyzing the performance of each search term using metrics such as average position, impressions, click-through rate, average cost per click, conversion rate, and cost per conversion, companies can determine consumer intent and then decide which search terms to invest more in and which to exclude. Fortunately, Google and other SEO sites offer several tools that businesses can use.
When someone is interested in your business, whether it's in your niche or because they're curious about your brand, the first thing they'll do is research online and see what they can find out about you.
In today's digital age, customers expect to find a website and social media presence. They may also be looking for reviews to learn what others are saying about your business and whether it's a good place to do business. For local businesses, 87% of consumers read online reviews - a 6% growth from 2019 to 2020.
So if a potential customer can't find you online, they might conclude that your business doesn't seem reputable. Chances are, many of these potential customers won't take your business seriously and will quickly look elsewhere.
If you want your business to succeed, you need to pay attention to what your competitors are doing and learn from it. Don't think of your competitors as someone to beat, think of them as people you can learn something from.
Looking at what your competitors are doing online will give you an idea of what works and what doesn't. Most likely, no matter what industry you're in, your competitors have built a web presence. What type of content are they using, is there a blog or are they relying on visual content like videos?
How do they communicate their brand and what makes it unique? How well are they engaging their audience? Can you do a better job?
A good way to find out what your competitors are doing is to conduct research. Find out what platforms they are using, if they are focusing on keywords, if they are using influencers to drive traffic. Fortunately, there are some great online tools that can help you with this:
Semrush - great for keyword ranking and keyword traffic.
Ahrefs - useful for identifying your competitors' most frequently linked content
Moz - another platform for keyword ranking
BuzzSumo - for tracking popular content types and influencers
Google Alerts - a tool for tracking mentions of any competitor you want to track
Ontolo - a great tool for backlinks and content marketing
There are also some great tools for customer insights that feed into your persona development and content marketing.
As we discussed earlier, your business needs to be present where your customers are, and that's online. No matter what product or service a person is looking for, they will most likely start their search with Google. If you don't have an online presence, you won't be found and you won't be able to compete.
If you do have an online presence, but your competitors are easier to find because they are higher up in the search, you still may not be found. If you not only create a website, but also know what search engine optimization (SEO) is and why it's important, you can outrank your competitors by being the first name a prospect finds in a Google search.
Keywords are crucial in this process. So make sure you know the best keywords (long-tail and short-tail) for your business. Use this simple infographic to guide you through the five steps of keyword research.
You should also include simple questions that potential customers want a quick answer to, such as where you are located, your hours of operation, and details about your product or service. By looking at your website and competitors' websites side-by-side, your potential customers can compare hours, prices, special offers, and more to make the best decision for them.
Think of digital marketing as a way to make yourself accessible to the people you want to target. The reach of your business can extend far beyond your location, and scalability becomes a reality.
By having a web presence, your business can be reached even when you're not there! You can create an environment where your customers can reach you day or night.
This means that customers and potential customers can email you with questions, make purchases, and browse your inventory with just a few clicks. Plus, potential customers who don't have the ability to come to you can still do business with you through an e-commerce feature or simply through social media.
The beauty of digital marketing is that it gives you the opportunity to connect with potential customers. You can get to know them and their problems in order to offer a solution. On social media or a blog, you can start a conversation or conduct a survey to gain insights. Pay attention to the comments or survey responses.
When you interact with people online, you can find out what they are looking for. What are their problems and questions? What keeps them up at night? Use this information to offer solutions with your product or service. With the help of digital marketing, you no longer have to guess who your customers are, but can personalize communications and refine targeting.
This is how you build a relationship with your customers. You become more than just a business, you become a trusted partner. Remember, people are more likely to buy from companies they have already bought from and had a good experience with.
Few forms of advertising are as cost-effective as digital marketing. Small businesses and startups are always trying to do as much as they can with their marketing budget.
With online advertising, you can stretch your budget further and narrow your target audience more precisely. Social media is particularly good for this, as you can set a daily budget for a specific audience interested in your brand or ethos. Most importantly, it allows your business to exclude the people who would never buy from you - saving you time and money!
The most important thing to remember when advertising on social media is to choose the platform that works best for you and your brand. Don't opt for TikTok just because it's hot right now, or don't advertise on LinkedIn unless you're trying to generate B2B interest. Research the social channels, look at a guide to social media demographics to find a platform that fits your vision, and do some simple testing to see what messages and content work.
Do you want to develop a website that can generate leads? Or maybe you want to set up a Facebook campaign to see results. The first step to achieving these goals is to develop an understanding of digital marketing and how it can positively impact your business. The DMI Professional Diploma in Digital Marketing will provide you with the most relevant and up-to-date knowledge in digital marketing. From social media to SEO and paid search, you'll have the tools to ensure your business succeeds online.
Have you thought about doing digital marketing?
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