What is digital marketing or online marketing?
Digital marketing has a few other names such as online marketing, marketing 2.0 and even cybermarketing. Here, we are going to explain what digital marketing is and how it can help you accomplish your business goals. Digital marketing has the same objectives as traditional marketing but differs in that it takes advantage of current technologies and the internet. It allows advertisers to promote a product or service online on a variety of platforms and with the help of strategic tools, all of which must be aligned with the company’s overall marketing strategy.
The website or landing page which host your product/service need to work incredibly efficiently. The page's usability should facilitate the process of conversion and be very intuitive. If your bounce rate increases, it will be necessary to revisit your design and user experience.
People are a visual, and therefore the design of your website needs to be visually attractive as well. Your product/service should be clearly featured along with any corresponding information. Try to make everything clear, neat, direct, and attractive (though not over-the-top). Make your consumer fall in love with your product, your brand, and your site!
These are in charge of gathering all of the internet’s vast knowledge and indexing it to facilitate user searches. How can you integrate search engines into your digital marketing strategy? There are two ways: SEO and SEM. The former refers to the organic (or natural) positioning of your webpages on search engines. The later ensures that you appear in the paid results section of a search. This content will be labeled as “pay per click” (PPC) or “promoted ad.”
The internet offers exclusive channels just for digital marketing. These include Social Ads (e.g. Facebook Ads, Twitter Ads, Instagram Ads, or Linked Ads), branded content/content marketing (e.g. blogs, other online media outlets, etc.), email marketing, trigger marketing, mobile apps, and online advertising (e.g. banners).
Having gone through all of the previous points, where do we go from here?
We're going to discuss how to implement a digital marketing strategy. Of course, don’t forget to determine your goals, your audience segments, and your budget.
If you already have a website or a landing page, a digital marketing agency like Cyberclick can help you optimize and improve elements such as text, images, forms, the way you highlight your product or service, and the layout of the entire interface. Furthermore, we can help you improve your web design. The website should be intuitive, attractive, and easy to navigate.
If you don't have a website, we can start from scratch by using our vast experience and knowledge. Assuming this website is where visitors will go and where you hope to gain customers, request information or include a call to action.
Here is where we start the digital marketing campaign. All of the actions and channels need to be well defined and a budget should be allocated for each parameter. The moment ads are activated, traffic will begin to flow to your website. By specializing in traffic acquisition and performance marketing, we can ensure our clients achieve great results.
When we design the text of a landing page or a website, we always do it based on SEO. We highlight certain keywords so that a site is better positioned in organic searches. We do this to attract potential visitors who may be interested in your product or service. There is also SEM (promoted ads) which could also prove useful in your digital marketing strategy. Both Google and Yahoo can end up being crucial components for making sales in certain campaigns and certain sectors.
Humans are social by nature and we love to be in contact with each other. Since we love to socialize, it makes complete sense that within the last decade social media has had incredible success. The majority of users are on Facebook, Twitter, Instagram, or LinkedIn so companies should also be connected via their business profiles in order to make the most of one of digital marketing’s most powerful tools: Social Ads.
How long has it been since you've taken an in-depth look at your YouTube analytics? If you're like most marketers, you probably overlook this resource, but you can get a lot of information about your audience here.
To learn more about who watches your videos, click on the demographics tab. Here you will find information about the gender, location, and age of your audience. Is it what you expected, or were there some surprises? Either way, use this data to better define your buyer personas.
Another very useful section is the retention rate, which shows the average time users spend watching your videos and when they abandon them. If your rate is below 25%, it's time to rethink your content strategy and make different videos.
Unlike YouTube analytics, Facebook analytics are used by most marketers. However, you may not have thought of using them to learn more about your customers and not just to measure the success of your Facebook page.
To see these statistics, go to the Facebook Ads tool and click on Tools. You'll find this option in the drop-down menu at the top right.
Once there, you will be able to see data about your audience's age and gender, location, education level, relationship status, and even profession.
Accessible market research is here thanks to Google Consumer Surveys! Just specify your audience demographics (age, location, family structure, income, etc.) and set up your questions. In a matter of days, you'll have plenty of answers that will give you a much better idea of what your audience is looking for.
Google Surveys is a paid service, but its quite cheap (it starts at 10 cents per answer). With the right questions, it's definitely worth the investment.
If you need to refine the topics that interest your audience, Google Trends can be very helpful. This digital marketing tool displays the interest in a specific term over time. For example, if your business is a travel company, you may want to compare different destinations to see which ones are trending this year.
You can also investigate the related searches option. If in the example above you found out that traveling to Thailand is trending, here you could find more detailed, specific searches like "travel to Thailand with kids". This will help you better understand what your audience is looking for.
Google Analytics is the digital marketing tool that everyone uses, but not everyone takes advantage of its true potential.
By combining Google Analytics with Webmaster Tools, you will be able to see in detail what keywords people use to find your site. This can give you ideas about what they expect from your brand. Another very useful thing you can do is to set up your conversion funnel (the different pages a user goes through before purchasing) and analyze where the most abandonment occurs and why.
If you want to get the best results from of your digital marketing investment, make sure to follow all these steps. Also, if/when the time comes for you to turn to a digital marketing agency, don’t hesitate to ask us for help!