Here's a trick question (or not) for you: Have you ever seen a billboard?
If your answer is yes, then hello there, I am one of you. And if your answer is in negative, I'll still say hello but alas, there's a billboard gap between us
So, for those in the dark, billboards are used for advertising something or someone. It's a very, very common sight.
Now, why are we talking about billboards here? You came here looking for tips on digital marketing.
Fear not, we are going to talk about digital marketing. The only reason why we brought the topic of billboards on board here is because what we're about to discuss (sort of) runs parallel to what billboards do —advertise
Alright, newbies. Purely speaking, digital marketing is like a digital billboard but with a little twist - it has a set of tools/techniques that are used to market and advertise diverse products/services on multiple digital channels.
Digital marketing is a slow, yet steady, and obvious transition that companies and individuals made from billboards, owing to the advances in technology that the world has made. When someone uses digital marketing as a tool to reach out to their audience, this said person or firm is essentially tailoring content to fit different consumer's taste and preference. Earlier it used to be one advertisement for a large audience, but there was no way for the advertiser or marketer to know how successful it was.
With digital marketing and the various tools it has within its ambit, it’s much easier for the said advertiser or marketer to understand the customer better and in the process, know if the customer is happy and whether the marketing strategy has worked.
So, now the next big question is how do you do it? How do you make the lives of advertisers and marketers easier while at the same time ensuring that the target audience is also content with the stuff that they see? We'll give you a few cheat codes.
Search Engine Optimization (SEO)
We will be talking about a few tricks here but SEO is the basic and most important one of all. This basically shows how well an advertiser or marketer is placed in terms of his/her/their website ranking on Google. Now let's face it, we Google everything. Literally. And nobody has the patience or the time to go through every single link listed on the search result across several pages. So, eight out of ten times that you Google something, you hit the first link on the first page before moving on to other options. And that's where the SEO comes into play. Every advertiser wants to be on top of that search and the best in terms of getting their customers attention. SEO is nothing but a collection of tools and best practices that help your website rank higher in search engine results and thereby driving more traffic to your site and potentially more business. In many respects, it's simply quality control for websites through relevant tools like keywords, content, link building and managing your social profiles.
Now, how does one achieve that? The basic and sure shot way to pass the quality control is to ensure there is always movement on the website with posts, blogs or updates. And rest assured, if you keep the momentum up on the number of articles and/or posts, then Google will hike your listing on its page - your website will start getting picked up, leading to your SEO game becoming stronger.
Under this method, all that you have to do is send people emails. Is it that simple, not really because there's an added layer to it. The said company or person needs to ensure that the emails are tracked—see how many people have opened the email, how much time people spent on reading those emails and how many of these people who open these emails actually land up on the advertiser's website. All of this is done just gather stats on ROI (Return on Investment) – We fondly believe that one of the biggest reasons to use email as a marketing channel for your small business is the ROI. According to a recent study, email campaign’s ROI is 1:42. So, ideally, for every $1 spent, email returns about $42. Now isn’t this massive return??
So how many do you send in a month? These days, one would see inboxes full of such emails almost every day. But the idea behind digital marketing is to ensure your sustained visibility. We agree that the market is cluttered, people’s inboxes are full and business are in a cut-throat competition to be on top of the mailbox and be read, but what we need to realize is that there is always a way to cut through the clutter and break away from the competition if what you are offering is what your customer is looking for. In short, finding a way to target people with the right msg at the right time just by studying data, activity and patterns on your customers. So, we recommend you send out at least one email a week, if not more. That is the basic necessity.
Social Media Marketing
Ah well, we're sure you see ads on your social media accounts. Be it Twitter, Facebook, Instagram or YouTube - you keep seeing stuff that is 'promoted' or 'sponsored.' This is where advertisers pay to promote their product/service as an Ad on social platforms to get that edge and reach their accurate target market. This is essential because several studies have, over the years, spoken about how much time people spend time on social media, irrespective of whichever platform it is
So, how do you strike a gold on social media while you market yourself, your product or your service? Produce videos. There is no doubt that videos outplay when comparing to written form of communication as people prefer seeing something rather than reading. The logic is simple, our human brain perceives things better when we see it in the form of an image or a video. Making videos is one way to ensure you are good to go on social media.
Now what if you don't have the bandwidth to produce videos and can only focus on text? Sure, that's fine too but make sure you present your text with an image. We, as a collective, don't have a great attention span, guys. So try and catch the emotion of people even in the shortest span.
The other way social media can work in marketing is as an affiliate. More times than often, you must have seen 'ambassadors' of certain products, right? Coming to you, talking to you about a product or trying to sell you one or maybe just handing out samples. Bring this on the world wide web, and you have 'influencers' with hundreds of thousands of followers. Sure, it will cost something but this way, you're paying one person (the influencer) and reaching out to scores of their followers.
It is similar to what we told you about SEO. SEO and content go hand-in-hand as SEOs work in your favor when you have good content. Content can be created and shared in the form of online materials (such as videos, Images, blogs, and social media posts) that will not explicitly promote a brand but is intended to stimulate interest in its products or services. Good content ensures, other than crazy Google ratings, that you're considered an expert in your domain or that your firm is considered the best place to go to for the product or service that you're selling.
Now the content doesn't have to be high on technical jargon. It can be as basic as a list. For example, X Things To Do When You're Stuck In Fire. Not to quote tragedy, but you get the gist, right?
This is where you pay for everyone who clicks on your ad. Now you would say you're already spending money on marketing your product or service or just yourself and now you want to pay for every time someone clicks on your set ad. Ah, well, the thing to note here is it’s a one shot to success as you will be able to reach—in a sure shot way—to who you call your target audience. Now how good does that sound, right? Your target audience becomes precise and specific. So at some point, you will be able to boil your marketing strategy to "show this advertisement to X-aged women in Y city." Yes, it's going to cost you money but you're hitting bulls eye with this one.
That is more or less what a newbie needs to know when we talk about digital marketing. And we always stand by to what we say so brace yourself because you would be getting a lot of information from us in the future on this. I mean, we want to top Google listings too. So, stay tuned!