Digital marketing, online marketing, internet advertising…whatever you call it, marketing your company online is a big deal these days. After all, internet usage has more than doubled over the past decade and this shift has massively affected how people purchase products and interact with businesses.
So, what is digital marketing? Basically, digital marketing refers to any online marketing efforts or assets. Email marketing, pay-per-click advertising, social media marketing and even blogging are all great examples of digital marketing—they help introduce people to your company and convince them to buy.
How to Do Digital Marketing
- Define your goals.
When you’re first getting started with digital marketing, it’s critical you start by identifying and defining your goals, since you’ll craft your strategy differently depending on those goals. For instance, if your goal is to increase brand awareness, you might want to pay more attention to reaching new audiences via social media.
Alternatively, perhaps you want to increase sales on a specific product — if that’s the case, it’s more important you focus on SEO and optimizing content to get potential buyers on your website in the first place. Additionally, if sales is your goal, you might test out PPC campaigns to drive traffic through paid ads.
- 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.
- 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.
- Strike a good balance between paid and free digital strategies.
A 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.
- Optimize your digital assets for mobile.
Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole account for 69% of the 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.
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.
- 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. Additionally, 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.
Are you ready to try digital marketing? Now what?
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. You can reach out to some leading Digital marketing agencies such as Oplos Marketing for a free quotation.