The who, what, why and how of digital marketing

Would you believe how accessible the internet is today if I told you that the number of people who get online every day is still increasing?

It is. According to Pew Research, “constant” Internet use among adults has increased by 5% over the past three years. And while we say it a lot, the way people shop and buy has really changed – meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today that means you have to meet them where they already spend time: on the Internet.

Step into digital marketing – in other words, any form of marketing that exists online.

At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, retain, and delight customers online. But we still get a lot of questions from people around the world about digital marketing. So we decided to answer it. Click the links below to skip to each question or read on to see how digital marketing is done today.

How do you define digital marketing today?

What is digital marketing?

Digital marketing includes any marketing effort that uses an electronic device or the Internet. Businesses use digital channels like search engines, social media, email, and other websites to connect with current and potential customers.

A seasoned inbound marketer could say that inbound marketing and digital marketing are virtually the same thing, but there are some subtle differences. Speaking to marketers and business owners in the US, UK, Asia, Australia, and New Zealand, I learned a lot about how these small differences are observed around the world.

What role does digital marketing play for a company?

While traditional marketing can be in print, phone communications, or physical marketing, digital marketing can be done electronically and online. This means brands have far more ways to reach customers, including email, video, social media, and search engines.

At this stage, digital marketing is critical to your business and brand awareness. It seems like every other brand has a website. And if not, they at least have a social media presence or digital ad strategy. Digital content and marketing are so prevalent that consumers are now expecting and relying on it to learn more about brands.

In short, in order to be competitive as a business owner, you need to consider some aspects of digital marketing.

Because there are so many options and strategies associated with digital marketing, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to better monitor the success and ROI of your campaigns than with traditional advertising content like billboards or print ads.

How does a company define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers who they spend most of their time with: online. From the website itself to a company’s online branding assets – digital advertising, email marketing, online brochures, and more – there are a spectrum of tactics that come under the umbrella of “digital marketing”.

The best digital marketers have a clear picture of how each digital marketing campaign supports their overall goals. And, depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels available to them.

ONE Content marketerFor example, you can create a series of blog posts that are designed to generate leads from a new e-book that the company recently created. The companys Social media marketer could then help promote these blog posts through paid and organic posts on the company’s social media accounts. Maybe that Email Marketer Creates an email campaign to send more information about the company to those who download the e-book. We’ll talk more about these particular digital marketers in a moment.

Types of digital marketing

  1. Search engine optimization (SEO)
  2. Content Marketing
  3. Social media marketing
  4. Pay Per Click (PPC)
  5. Affiliate marketing
  6. Native advertising
  7. Marketing automation
  8. Email Marketing
  9. Online PR
  10. Inbound marketing
  11. Sponsored content

Here’s a quick rundown of some of the most common digital marketing tactics and their channels.

Search engine optimization (SEO)

This is the process of optimizing your website to rank higher on search engine results pages, thereby increasing the organic (or free) traffic your website receives. Channels that benefit from SEO include websites, blogs, and infographics.

There are several different ways you can turn to SEO in order to generate qualified traffic to your website. These include:

  • On the SEO side: This type of search engine optimization focuses on all the content that is “on the page” when viewing a website. By searching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) that generate those questions.
  • Off-page SEO: This type of search engine optimization focuses on all of the “off-page” activities when you want to optimize your website. “What activities that are not on my own website can affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers who link to you and the relative “authority” of those publishers will affect how high you rank for the keywords that interest you. By networking with other publishers, guest posting on these websites (and referring back to your website), and generating outside attention, you can earn the backlinks you need to get your website up on the right SERPs.
  • Technical SEO: This type of search engine optimization focuses on the backend of your website and how your pages are coded. Image compression, structured data and the optimization of CSS files are all forms of technical search engine optimization that can increase the loading speed of your website – an important ranking factor in the eyes of search engines like Google.

Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. Some of the channels that can play a role in your content marketing strategy include:

  • Blog posts: Writing and posting articles on a company blog can prove your industry expertise and generate organic search traffic for your business. Ultimately, this gives you more opportunities to convert website visitors into leads for your sales team.
  • Ebooks and white papers: E-books, whitepapers and similar content in long form help educate website visitors. You can also exchange content for a reader’s contact information, generate leads for your company, and move people along the buyer’s path.
  • Infographics: Sometimes readers want you to show, not tell. Infographics are a form of visual content that website visitors can use to visualize a concept they want to learn.

Would you like to learn content marketing and apply it to your company? Check out the HubSpot Academy’s free content marketing resource page.

Social media marketing

This approach promotes your brand and your content on social media channels in order to increase brand awareness, increase traffic and generate leads for your company. The channels you can use in social media marketing include:

  • Facebook.
  • Twitter.
  • LinkedIn.
  • Instagram.
  • Snapchat.
  • Pinterest.

If you’re new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. In this way, you can easily plan content for multiple channels at the same time and monitor analyzes from the platform.

In addition to connecting social accounts for publishing, you can also integrate your social media inboxes with HubSpot so you can get your direct messages in one place.

Pay Per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google search engine results pages at a “per click” price on the links you place. Other channels you can use PPC on are:

  • Paid ads on Facebook:This is where users can pay to customize a video, picture post, or slideshow that Facebook posts in the news feeds of people who match your company’s audience.
  • Twitter advertising campaigns: This is where users can pay to have a series of posts or profile badges on the newsfeeds of a specific audience, all of which are designed to achieve a specific goal for your business. That goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
  • Sponsored messages on LinkedIn: This is where users can pay to send messages directly to specific LinkedIn users based on their industry and background.

Affiliate marketing

This is a type of performance-based advertising where you receive a commission for promoting others’ products or services on your website. Affiliate Marketing Channels Include:

Native advertising

Native advertising refers to ads that are primarily content based and run alongside other non-paid content on a platform. Posts sponsored by BuzzFeed are a good example, but many people also consider social media ads to be “native” – ​​such as Facebook ads and Instagram ads.

Marketing automation

Marketing automation refers to the software used to automate your basic marketing operations. Many marketing departments can automate repetitive tasks that they would otherwise do manually, such as:

  • Email newsletter: Email automation doesn’t just let you send emails to your subscribers automatically. It can also help you shrink and expand your contact list as needed so that your newsletters are only sent to the people who want to see them in their inboxes.
  • Social Media Post Scheduling: If you want to increase your company’s presence on a social network, you need to post frequently. This makes manual posting a stubborn process. Social media planning tools push your content over to your social media channels for you so that you can focus more on content strategy.
  • Lead-promoting workflows: Generating leads and converting those leads into customers can be a long process. You can automate this process by sending lead-specific emails and content as soon as it meets certain criteria, such as: B. when downloading and opening an e-book.
  • Campaign tracking and reporting:Marketing campaigns can span a wide variety of people, emails, content, web pages, phone calls, and more. Marketing automation allows you to sort everything you are working on based on the campaign you provided, and then track the performance of that campaign based on the progress that each of these components make over time.

Email Marketing

Companies use email marketing to communicate with their target audiences. Email is widely used to promote content, discounts, events, and to direct people to the company’s website. The types of emails you might send in an email marketing campaign include:

  • Blog subscription newsletter.
  • Follow up emails to website visitors who have downloaded something.
  • Welcome emails from the customer.
  • Vacation promotions for members of the loyalty program.
  • Tips or similar serial emails for customer care.

Online PR

Online PR is the practice of ensuring deserved online coverage using digital publications, blogs, and other content-based websites. It’s similar to traditional PR, but online. The channels through which you can maximize your PR efforts include:

  • Reporter reach via social media: For example, talking to journalists on Twitter is a great way to build a relationship with the press that will give your company well-deserved media opportunities.
  • Engaging online reviews of your company: When someone is reviewing your business online, regardless of whether that rating is good or bad, your instincts may be not to touch them. On the contrary, dedicated company reviews will help you humanize your brand and deliver powerful messages that protect your reputation.
  • Engaging comments on your personal website or blog: Much like how you would react to reviews of your company, reacting to the people who read your content is the best way to have productive conversations in your industry.

Inbound marketing

Inbound marketing refers to a method of marketing where you attract, engage, and delight customers at every stage of the buyer journey. You can use any of the digital marketing strategies listed above during an inbound marketing strategy to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:

  • Blogging vs. Pop-up ads
  • Video Marketing vs. commercial advertising
  • Email contact lists vs. Email spam

Sponsored content

With Sponsored Content, you as a brand are paying another company or organization to create and promote content that discusses your brand or service in some way.

One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in their industry to post or post a video about the company on social media.

Another type of sponsored content can be a blog post or article written to highlight a topic, service, or brand.

For more information on sponsored content, see this blog post.

What does a digital marketer do?

Digital marketers are responsible for driving Brand awareness and Lead generation through all digital channels – both free and paid – available to a company. These channels include social media, the company’s website, search engine rankings, email, display advertising, and the company’s blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so that they can properly measure the company’s performance across each channel. For example, a digital marketer in charge of SEO measures their website’s “organic traffic” – traffic that comes from website visitors who found a page on the company’s website using a Google search.

Digital marketing is carried out in many marketing roles today. In a small business, a generalist can own many of the digital marketing tactics described above at the same time. In larger organizations, these tactics have multiple specialists each focusing on just one or two of the brand’s digital channels.

Here are some examples of these specialists:

SEO manager

Main metrics: organic traffic

In short, SEO managers make the company rank on Google. Using various approaches to search engine optimization, that person can work directly with the content creators to ensure that the content they create is performing well on Google – even if the company publishes that content on social media.

Content marketing specialist

Key metrics: time on the page, total blog traffic, YouTube channel subscribers

Content marketing specialists are the creators of digital content. They often keep track of the company’s blogging calendar and develop a content strategy that includes videos. These professionals often work with people from other departments to ensure that the products and campaigns the company is launching are supported with promotional content on each digital channel.

Social media manager

Main metrics: Follows, impressions, shares

The role of a social media manager can be easily deduced from the title. However, which social networks he manages for the company depends on the industry. Social media managers in particular create a release schedule for the company’s written and visual content. This employee can also work with the content marketing specialist to develop a strategy of what content should be published on which social network.

(Note: According to the KPIs above, “Impressions” refers to the number of times a company’s posts appear in a user’s news feed.)

Marketing Automation Coordinator

Key metrics: email open rate, campaign click rate, lead generation rate (conversion rate)

The Marketing Automation Coordinator will help select and manage the software that will allow the entire marketing team to understand their customers’ behavior and measure the growth of their business. Since many of the marketing operations described above may be carried out separately, it is important that there is someone to group these digital activities into individual campaigns and to track the performance of each campaign.

Inbound Marketing vs. Digital Marketing: What is it?

On the surface, the two appear to be similar: both appear primarily online and both focus on creating digital content that can be consumed by people. What is the difference?

The term “digital marketing” does not distinguish between push and pull marketing tactics (or what we might now call “inbound” and “outbound” methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim at placing a marketing message directly in front of as many people as possible in the online area – regardless of whether it is relevant or welcomed. For example, the garish banner ads that you see at the top of many websites try to convey a product or advertisement to people who are not necessarily ready to receive it.

On the flip side, marketers who employ digital inbound tactics are using online content to attract their target customers to their websites by providing assets that are helpful to them. One of the easiest, most powerful assets for digital inbound marketing is to have a blog that helps your website benefit from the terms your ideal customers are looking for.

Ultimately, inbound marketing is a method that uses digital marketing assets to attract, retain, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term for online marketing tactics of any kind, regardless of whether they are viewed as inbound or outbound.

Does digital marketing work for all companies?

Digital marketing can work for any business in any industry. Regardless of what your business is selling, digital marketing still involves building buyer personalities to identify your audience’s needs and create valuable content online. However, this does not mean that all companies should implement a digital marketing strategy the same way.

B2B digital marketing

If your company is a business-to-business (B2B) company, your digital marketing efforts will likely focus on generating leads online. The ultimate goal is for someone to speak to a salesperson. Because of this, the job of your marketing strategy is to use your website and digital channel support to generate and convert the highest quality leads for your sales reps.

Beyond your website, you are likely focusing on business-centric channels like LinkedIn that are where your population group spends their time online.

B2C digital marketing

If your company is a business-to-consumer (B2C) company, depending on the price of your products, it is likely that the goal of your digital marketing efforts will be to get people to your website and turn them into customers to make a salesperson without ever talking to them.

Because of this, you are likely to focus less on “leads” in the traditional sense than on building an accelerated buyer journey, from the moment someone lands on your website to the moment they make a purchase. This often means that your product features in your content are higher up the marketing funnel than a B2B company, and that you may need to use stronger call-to-action (CTAs).

For B2C companies, channels like Instagram and Pinterest are often more valuable than business-oriented platforms LinkedIn.

Why is digital marketing important?

With digital marketing, you can reach a larger audience than traditional methods and target the potential customers who are most likely to buy your product or service. In addition, it is often less expensive than traditional advertising and allows you to measure success on a daily basis and rotate as you see fit.

Digital marketing offers several important advantages. Now let’s dive into four of them.

1. You can only target the potential customers who are most likely to buy your product or service.

When you run an ad on TV, in a magazine, or on a billboard, you have limited control over who sees the ad. Of course, you can measure specific demographics – including the magazine’s typical readership or the demographics of a particular neighborhood – but it’s still largely a shot in the dark.

With digital marketing, on the other hand, you can identify and address a highly specific target group and send this target group personalized, highly converting marketing messages.

For example, you could take advantage Social media targeting capabilities Show social media ads to a specific audience based on variables like age, gender, location, interests, networks, or behavior. Alternatively, you can use PPC or SEO strategies Show ads to users who have shown interest in your product or service, or who have searched for specific keywords related to your industry.

Ultimately, digital marketing allows you to do the research necessary to identify your buyer personality and allows you to refine your marketing strategy over time to ensure you reach potential customers who are most likely to buy. Best of all, with digital marketing, you can market to subgroups within your larger audience. This is especially helpful when you are selling multiple products or services to different buyers.

2. It is more cost effective than traditional marketing methods.

With digital marketing, you can track campaigns on a daily basis and reduce the amount of money you spend on a particular channel if it doesn’t get a high ROI. The same does not apply to traditional forms of advertising. It doesn’t matter how your billboard works – it still costs the same whether or not it converts for you.

Plus, with digital marketing, you have complete control over where you want to spend your money. Instead of paying for PPC campaigns, you might be spending money on design software to create high-converting Instagram content. A digital marketing strategy allows you to continually pivot and make sure you never waste money on channels that are not performing well.

By and large, digital marketing is a more cost-effective solution, and it gives you unique opportunities to make sure you are getting the most bang for your buck.

For example, if you work for a small business on a budgetYou could try investing in social media, blogging, or SEO – three strategies you can use to get a high ROI with minimal spending.

3. With digital marketing, you can outperform larger players in your industry.

If you work for a small business, you will likely find it difficult to compete with the big brands in your industry, many of which have to invest millions of dollars in television advertising or nationwide campaigns. Fortunately, there are many ways to outperform the big players through strategic digital marketing initiatives.

For example, you can identify specific long-tail keywords related to your product or service and create quality content so that you can rank on those keywords in search engines. Search engines don’t care which brand is the biggest. Instead, search engines prioritize content that is best received by the target audience.

You can also reach new audiences through social media Influencer Marketing. Personally, I don’t follow major brands on social media, but I do do follow influencers who occasionally feature products or services they like. If you work for a small to medium-sized company this might be a good way to consider.

4. Digital marketing is measurable.

With digital marketing, you get a comprehensive overview of all the metrics that can be important to your business – including impressions, shares, views, clicks, and time on the page. This is one of the greatest advantages of digital marketing. While traditional advertising can be useful for specific goals, its biggest limitation is measurability.

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever run an ad in a newspaper, you know how difficult it is to gauge how many people actually came to that page and watched your ad. There’s no surefire way to tell if that ad was actually responsible for sales.

On the other hand, with digital marketing, you can measure the ROI of almost any aspect of your marketing efforts.

Here are some examples:

Website traffic

Digital marketing allows you to see the exact number of people who viewed your website home page in real time using digital analytics software available on marketing platforms like HubSpot.

You can also see, among other things, how many pages they visited, what device they used and where they came from.

You can use this information to prioritize the marketing channels you want to spend more or less time on based on the number of people driving those channels to your website. For example, if only 10% of your traffic is coming from organic search, you know that you will likely need to spend some time on SEO to increase that percentage.

In offline marketing, it is very difficult to tell how people are interacting with your brand before they interact with a seller or make a purchase. With digital marketing, you can identify trends and behavioral patterns of people before they reach the final stage of their buyer journey. This enables you to make more informed decisions about how to get them to the top of the marketing funnel on your website.

Content performance and lead generation

Imagine you’ve created a product brochure and published it in users’ mailboxes. Diese Broschüre ist eine Form von Inhalten, wenn auch offline. Das Problem ist, dass Sie keine Ahnung haben, wie viele Personen Ihre Broschüre geöffnet haben oder wie viele Personen sie direkt in den Papierkorb geworfen haben.

Stellen Sie sich nun vor, Sie hätten diese Broschüre stattdessen auf Ihrer Website. Sie können genau messen, wie viele Personen die Seite angesehen haben, auf der sie gehostet wird, und Sie können die Kontaktdaten derjenigen, die sie herunterladen, mithilfe von Formularen erfassen. Sie können nicht nur messen, wie viele Personen sich mit Ihren Inhalten beschäftigen, sondern Sie generieren auch qualifizierte Leads, wenn Personen sie herunterladen.

Attributionsmodellierung

Eine effektive Strategie für digitales Marketing in Kombination mit den richtigen Tools und Technologien ermöglicht es Ihnen, alle Ihre Verkäufe bis zum ersten digitalen Kontaktpunkt eines Kunden mit Ihrem Unternehmen zurückzuverfolgen.

Wir nennen dies Attributionsmodellierung. Sie ermöglicht es Ihnen, Trends in der Art und Weise zu identifizieren, wie Menschen Ihr Produkt recherchieren und kaufen. So können Sie fundiertere Entscheidungen darüber treffen, welche Teile Ihrer Marketingstrategie mehr Aufmerksamkeit verdienen und welche Teile Ihres Verkaufszyklus verfeinert werden müssen .

Die Verbindung der Punkte zwischen Marketing und Vertrieb ist enorm wichtig – laut Aberdeen Group erzielen Unternehmen mit starker Ausrichtung auf Vertrieb und Marketing eine jährliche Wachstumsrate von 20%, verglichen mit einem Umsatzrückgang von 4% bei Unternehmen mit schlechter Ausrichtung. Wenn Sie die Reise Ihrer Kunden durch den Kaufzyklus mithilfe digitaler Technologien verbessern können, wird sich dies wahrscheinlich positiv auf das Unternehmensergebnis auswirken.

Welche Arten von digitalen Inhalten soll ich erstellen?

Die Art der Inhalte, die Sie erstellen, hängt von den Bedürfnissen Ihres Publikums in verschiedenen Phasen der Reise des Käufers ab. Sie sollten zunächst Käuferpersönlichkeiten erstellen (verwenden Sie diese kostenlosen Vorlagen oder versuchen Sie es mit makemypersona.com), um die Ziele und Herausforderungen Ihrer Zielgruppe in Bezug auf Ihr Unternehmen zu ermitteln. Grundsätzlich sollten Ihre Online-Inhalte darauf abzielen, diese Ziele zu erreichen und ihre Herausforderungen zu meistern.

Dann müssen Sie darüber nachdenken, wann sie am wahrscheinlichsten bereit sind, diesen Inhalt zu konsumieren, und zwar in Bezug auf das Stadium, in dem sie sich auf der Reise ihres Käufers befinden. Wir nennen dies Content Mapping.

Bei der Inhaltszuordnung besteht das Ziel darin, Inhalte wie folgt auszurichten:

  1. Die Eigenschaften der Person, die es konsumieren wird (hier kommen Käuferpersönlichkeiten ins Spiel).
  2. Wie nah diese Person an einem Kauf ist (d. H. Ihre Lebenszyklusphase).

In Bezug auf das Format Ihrer Inhalte gibt es viele verschiedene Dinge zu versuchen. Hier sind einige Optionen, die wir in jeder Phase der Reise des Käufers empfehlen würden:

Bewusstseinsphase

  • Blogeinträge. Hervorragend geeignet, um Ihren organischen Traffic in Kombination mit einer starken SEO- und Keyword-Strategie zu steigern.
  • Infografiken. Sehr teilbar, was bedeutet, dass sie Ihre Chancen erhöhen, über soziale Medien gefunden zu werden, wenn andere Ihre Inhalte teilen. (Schauen Sie sich diese kostenlosen Infografik-Vorlagen an, um loszulegen.)
  • Kurze Videos. Auch diese sind sehr gemeinsam nutzbar und können dazu beitragen, dass Ihre Marke von neuen Zielgruppen gefunden wird, indem sie auf Plattformen wie YouTube gehostet werden.

Betrachtungsphase

  • Ebooks. Hervorragend geeignet für die Lead-Generierung, da sie im Allgemeinen umfassender sind als ein Blog-Beitrag oder eine Infografik. Dies bedeutet, dass jemand mit größerer Wahrscheinlichkeit seine Kontaktinformationen austauscht, um sie zu erhalten.
  • Forschungsberichte. Auch dies ist ein hochwertiges Inhaltsstück, das sich hervorragend für die Lead-Generierung eignet. Forschungsberichte und neue Daten für Ihre Branche können jedoch auch für die Sensibilisierungsphase geeignet sein, da sie häufig von den Medien oder der Branchenpresse aufgegriffen werden.
  • Webinare. Da es sich um eine detailliertere, interaktive Form von Videoinhalten handelt, sind Webinare ein wirksames Inhaltsformat für Überlegungen, da sie umfassendere Inhalte bieten als ein Blogbeitrag oder ein kurzes Video.

Entscheidungsphase

  • Fallstudien. Detaillierte Fallstudien auf Ihrer Website können eine effektive Form von Inhalten für diejenigen sein, die bereit sind, eine Kaufentscheidung zu treffen, da sie Ihnen dabei helfen, ihre Entscheidung positiv zu beeinflussen.
  • Referenzen. Wenn Fallstudien nicht zu Ihrem Unternehmen passen, ist es eine gute Alternative, kurze Testimonials auf Ihrer Website zu haben. Denken Sie bei B2C-Marken etwas lockerer an Testimonials. Wenn Sie eine Bekleidungsmarke sind, können diese in Form von Fotos vorliegen, wie andere Personen ein Hemd oder Kleid gestylt haben, das aus einem Marken-Hashtag stammt, zu dem Personen beitragen können.

Wie man digitales Marketing macht

  1. Definieren Sie Ihre Ziele.
  2. Identifizieren Sie Ihre Zielgruppe.
  3. Erstellen Sie ein Budget für jeden digitalen Kanal.
  4. Stellen Sie eine gute Balance zwischen bezahlten und kostenlosen digitalen Strategien her.
  5. Optimieren Sie Ihre digitalen Assets für Mobilgeräte.
  6. Führen Sie Keyword-Recherchen durch.
  7. Iterieren Sie basierend auf den von Ihnen gemessenen Analysen.

1. Definieren Sie Ihre Ziele.

Wenn Sie zum ersten Mal mit digitalem Marketing beginnen, ist es wichtig, dass Sie zunächst Ihre Ziele identifizieren und definieren, da Sie Ihre Strategie je nach diesen Zielen unterschiedlich gestalten. Wenn Sie beispielsweise die Markenbekanntheit steigern möchten, möchten Sie möglicherweise mehr darauf achten, über soziale Medien ein neues Publikum zu erreichen.

Alternativ möchten Sie vielleicht den Umsatz mit einem bestimmten Produkt steigern. Wenn dies der Fall ist, ist es wichtiger, dass Sie sich auf SEO konzentrieren und Inhalte optimieren, um potenzielle Käufer überhaupt auf Ihre Website zu locken. Additionally, if sales is your goal, you might test out PPC campaigns to drive traffic through paid ads.

Whatever the case, it’s easiest to shape a digital marketing strategy after you’ve determined your company’s biggest goals.

2. Identify your target audience.

We’ve mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can’t take advantage of that benefit if you haven’t first identified your target audience.

Of course, it’s important to note, your target audience might vary depending on the channel or goal(s) you have for a specific product or campaign.

For instance, perhaps you’ve noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You’ll want to vary your content to appeal to these different target audiences.

If you’re starting from scratch, feel free to take a look at How to Find Your Target Audience.

3. Establish a budget for each digital channel.

As with anything, the budget you determine really depends on what elements of digital marketing you’re looking to add to your strategy.

If you’re focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.

You can get started by hosting a website and creating content using HubSpot’s CMS. For those on a tight budget, you can get started using WordPress hosted onWP Engine, using a simple them from StudioPress, and building your site without code using the Elementor Website Builder for WordPress.

With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.

4. Strike a good balance between paid and free digital strategies.

An digital marketing strategy likely needs both paid and free aspects to truly be effective.

For instance, if you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months despite minimal ad spend.

However, if paid advertising is part of your digital strategy, then the results might come even quicker.

Ultimately, it’s recommended to focus on building your organic (or ‘free’) reach using content, SEO, and social media for more long-term, sustainable success.

When in doubt, try both, and iterate on your process as you learn which channels — paid or free – perform best for your brand.

5. Optimize your digital assets for mobile.

Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole accounts for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn’t mobile’s biggest fan compared to other countries.

This means it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.

Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut-off.

There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently achieve the results you’re hoping for.

6. Conduct keyword research.

Digital marketing is all about reaching targeted audiences through personalized content — all of which can’t happen without effective keyword research.

Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Zusätzlich, social media keyword research can be helpful for marketing your products or services on various social channels, as well.

Even if you don’t have a full-time SEO strategist, you’ll still want to conduct keyword research. Try creating a list of high-performing keywords that relate to your products or services, and consider long-tail variations for added opportunities.

7. Iterate based off the analytics you measure.

Finally, to create an effective digital marketing strategy for the long-term, it’s vital your team learn how to pivot based off analytics.

For instance, perhaps after a couple of months you find your audience isn’t as interested in your content on Instagram anymore — but they love what you’re creating on Twitter. Sure, this might be an opportunity to re-examine your Instagram strategy as a whole, but it might also be a sign that your audience prefers a different channel to consume branded content.

Alternatively, perhaps you find an older web page isn’t getting the traffic it used to. You might consider updating the page or getting rid of it entirely to ensure visitors are finding the freshest, most relevant content for their needs.

Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it’s up to you to take advantage of them.

I’m ready to try digital marketing. What now?

If you’re already doing digital marketing, it’s likely that you’re at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

That’s why we created Why Digital Marketing? The Essential Guide to Marketing Your Brand Online — a step-by-step guide to help you build a digital marketing strategy that’s truly effective, whether you’re a complete beginner or have a little more experience. You can download it for free here.

Editor’s Note: This blog post was originally published in September 2019, but was updated for comprehensiveness in October 2020.

New call to action

New call to action

Originally published Nov 2, 2020 7:00:00 AM, updated November 02 2020

Topics:

Integrated Marketing

Don’t forget to share this post!

Leave a Reply

Your email address will not be published. Required fields are marked *