Digital Marketing is a part of marketing that takes place on the internet. Businesses, entrepreneurs, content creators, and bloggers use it to reach an audience that is beyond their immediate surroundings.
It is a broad terminology that contains many aspects that help a business grow and become recognizable. More and more people are using digital means to promote their brands these days. That is mainly because the traditional means of marketing have become less relevant in today’s time.
This modern means of marketing provides more than just sales. Through these marketing methods, brands can evaluate the needs of their users and customers. Once they know what the customers want, they can create a business model that caters to all their needs.
Marketing your brand in the digital world also helps you understand where you stand and what you need to do to stand out. The various marketing tools and strategies help your brand in progressing and doing better to achieve bigger goals.
In this article, we have described the marketing strategies that will attract more people and also advance your business.
What is Digital Marketing?
Digital Marketing refers to the marketing processes that are done on the digital platform or on the internet. In the earlier days, a brand’s marketing was done more or less in one way. But today, it is so much more than that. In today’s society, people expect more, people want to know more about you, and people want to know how your brand would help them.
The importance of these marketing tactics should not be underestimated, if applied in the right manner, you will notice the positive differences that your services and products make for the general audience.
Here is how you can benefit by marketing your business digitally.
Targeting people who want your services
Advertising through the means of television or billboards will not tell you who your customer is. These ways can help you only to an extent. But when you are marketing through emails or websites, you will target the people who are specifically looking for your product.
You will know what method of marketing is getting you those conversions. If some of the digital means are not providing you with high ROI (Return On Investment) then you can stop using them, or decrease their usage and save some money.
Staying in the competition
As small businesses, there are bigger brands out there with loyal audiences. Competing with them may be difficult for you. But it doesn’t mean that you can’t catch up with them. Better yet, if you utilize the strategies in smart ways, you can even outrank them.
Measuring the growth
There are stats and metrics provided to you by the marketing tools that you use. You can know what is helping you and by how much. You can see the accurate results of almost everything such as many views, clicks, etc.
Digital Marketing Strategy for Small Businesses
Small businesses that are starting out really have to hustle their way to reach the top. People are already familiar with bigger brand names, so making them remember your name won’t be an easy process.
However, there are many digital marketing strategies that have made this process easier for you. Reaching out to people and telling them out about your brand’s story is now easier. If you pay attention to the process and have a healthy engagement with your audiences, it won’t take too long for you to have that success.
Here are a few digital marketing strategies that small businesses can benefit from.
Content Marketing: Content marketing means sharing purposeful and useful content over the internet. It could include blogs, vlogs, or social media posts. These contents help in building your brand’s identity. For instance, if you have a café, then you can upload videos of the coffee-making process. You can also write blogs about coffee machines, why coffee is important to you, and so on.
Search Engine Optimization or SEO: Good SEO strategies will ensure more traffic and more visibility of your brand. SEO will help your website to have a high rank in search engines. Through the use of link building, keywords, images, and meaningful content, your SEO would improve and so will the brand image.
Email Marketing: Through email marketing, your customers will get timely updates about you. Whether you are opening a new branch or introducing more products, emails will let your customers know about all of it.
Social Media Marketing: Utilize all the social media means, and talk about your business platforms like Instagram, Facebook, and LinkedIn. Since all the platforms have different age groups of people on them, you will reach all of them.
How to Create a Digital Marketing Strategy
The following ways explain how you can create a successful marketing strategy.
Determine your goals: Your business goals are significant to your success. These goals do not have to be too complex. Making smaller and achievable goals is the way to go. But that does not mean you can slack off on your job. If your website is not working properly, you have to fix it. This is why many digital marketers believe in having SMART or Specific, Measurable, Attainable, Relevant, and Timely goals.
Know the buyer persona: Knowing the buyer persona is basically how you understand what your buyer’s needs are. You have to put yourself in your buyer’s shoes. Sometimes you even have to walk around in their shoes to understand their requirements. When you know a buyer’s persona, you can roughly expect what they will buy from your range of services.
Learn about the sales funnel: A sales funnel has many steps that help a businessperson know where their potential customers are. The sales funnel includes Awareness: Increase your brand awareness. Let the customers know who you are and what you do. Interest: Get people interested in your brand. Give them something that is different from other brands. Engagement: Interact with people online through Instagram or Facebook live and answer their questions. Action: Market your products and services to them. Customers can go back and forth in these stages. Therefore, your goal here is to get the customer from the awareness stage to the action stage.
Review your existing marketing strategies: You should know if there have to be further adjustments you’ll have to make in your existing digital marketing strategies. Maybe your SEO needs improvements, maybe you need to have better marketing tools.
Check your progress: When everything has been sorted out, keep a check on your progress. Know what is working for you and what is not.
How to Start a Digital Marketing Agency?
If you understand the digital world and the constant changes it goes through, then starting a digital marketing agency is not an impossible task for you. The world has come far, the challenges you’d have faced 20 or 30 years ago, don’t even exist anymore. Today’s marketing process is easy if you have the will to do it.
Develop your skills: There are various skill sets you need in the digital marketing realm. You’ll constantly be communicating with clients about ideas, themes, posts, products, and many other things. As a digital marketer, it is your duty to help clients in making better business strategies. You should have the necessary skills to communicate your advice to them.
Find your niche: Many marketers deal with all types of industries. It comes easy to a lot of them. But there are advantages to having a niche too. Once you know your niche and start working towards that, you might just stand out from the crowd. Plus, this way, a client would know that you specialize in their field.
Do your research: Research is an important part of being a marketer. Not only do you have to do research about your competitors, but you also have to do that for your competitors too. You have to know how you are different from them. Maybe they have a niche that is different from yours. Perhaps their social media game is not strong. Doing research will provide you with other necessary details.
Find a team: You can’t do all of it by yourself. Distributing tasks to different people allows you to engage with more clients. People can have different responsibilities. Hire a few freelancers at first, check people’s abilities for these tasks. Once you are sure of them, you can hire them as full-time employees.
Which Industry Needs Digital Marketing The Most
As the trends have shifted from traditional methods to digital marketing methods, many industries of the world are also shifting and embracing these trends. All the industries have been carefully observing the changing digital trends in the world.
Here is how some of these industries are doing it.
Entertainment industry: Entertainment industry has been thriving because of digital platforms. The entertainment industry giants have been using the OTT platforms for a few years now. They are noticing the differences that this move has made for them. This is only the beginning for them, over the next few years people will see more unique stories and relatable characters in the entertainment industry.
Health industry: The health industry is utilizing this move by discussing health-related topics. They are breaking stereotypes, breaking myths, educating people, and dismissing false information. Moreover, it isn’t only about physical health, people on the internet are talking about mental health too. So, health practitioners are addressing their concerns over social media platforms.
Food industry: Food always comes first, and the food industry knows it for sure. There has been significant growth in the social media presence of food-related businesses. Restaurateurs, café owners, food bloggers, and caterers have made a huge fanbase on apps like Instagram and Twitter. 50% of users first look at the Instagram profile of the restaurant and then they decide whether they want to visit that place or not.
Fashion industry: The fashion industry doesn’t want to be left out of the game. This industry is using these methods to appeal to the audience. Fashion is not only about fashion these days. It is about how a fashion brand is impacting the world positively. They are using digital methods to let people in on the creative process.
Digital Marketing Tauranga
Click n Call: Click n Call, founded in 2016, is a digital marketing agency based in Tauranga, New Zealand. The agency helps with many aspects of marketing, including email marketing, website development, Google Ads, and SEO. They also do research about your competitors and help you improve your marketing strategies. Client communication is effortless with them, as the name suggests, you just have to click and call.
Wave: Wave is a marketing agency that operates in the Bay of Plenty. The agency was established in 1994. Their services include brand designing, advertising, UX. They also help out brands in digital events. Whatever a modern world business needs, can be delivered to them by the team of Wave.
Woods: Woods is a creative marketing agency that has been providing its services since 2004. They specialize in digital and content strategy, brand strategy, brand identity, and brand designing. They have provided their marketing services to many clients based in the Tauranga region.
Marketing methods have significantly changed over the last five or ten years. Many people still believe in the traditional marketing methods and many have started using the newer ways.
Digital marketing is a concept that started out as a small way to find a connection with consumers. Over time, it has changed the way many industries do their operations. Nowadays, people are becoming internet savvy. It is through the internet that people know what is happening in the world.
Digital marketers and businesses have observed this change in the behavior of people. Therefore, they are now opting for smarter tactics to engage with the customers. This engagement lets them know about the buyer’s needs, and through that businesses change their models to serve the customers better.
As anything that had touched or been in contact with, the rise of technology changed or at least had a great impact on advertising. From the launch of e-mail, the boom of the Internet and social media, to the new channels that arrived and are changing every day, technology plays an enormous role in our business lives. A role that deserves to be acknowledged and appreciated.
Some of the most important ways in which technology has changed and impacted the advertising scene are:
1. The video and content video popularity
If 10-20 years ago it was all about the TV, with the internet and the rise of platforms like YouTube, Facebook, SnapChat , video advertising has become increasingly widespread and its content’s importance grew along with it. As people become accustomed to watching videos, static images such as traditional billboards can seem dull by comparison. People are also getting savvier and savvier and how what to expect and ask from the advertising they receive. Therefore, they are not waiting anymore, they are reacting, creating their own media and interacting with the existing one in new, innovative ways.
It is not even about blogging anymore, but about video blogging and video bloggers taking control of social media and its endless opportunities offered. The speed with which the new, extremely performant smartphones, tablets, notebooks are launched helps the content and video creators be even better, faster, and smarter in their communication. The advertising campaigns are involving them more and more and making them part of the whole 360 communication, even stars for some of their campaigns targeting a younger audience. Therefore, instead of being only a one-dimensional flow of communication, the latest campaigns are showing all kinds of new smart and innovative approaches.
“For a time, the digital age meant that free advertising was everywhere. Social media channels, pioneered by Facebook, have brought back the idea of paying to play. In other words, you have to dedicate a small budget to reach people via social media. (…) The digital age has heralded an era where everyone can join the advertising dogfight. Yes, those with huge budgets still have an advantage, but it’s no longer the decisive advantage of before. Even the smallest companies have good reason to play,” wrote AJ Agrawal for Forbes.com.
Along with the rise of digital and mobile, channels such as print media and radio are decreasing in their audience and reach, being forced to think outside the box and find new ways to keep them from disappearing. Even TV is not the king anymore in some parts of the world, where digital investments are conquering the top spot.
4. Message personalization and new targeting tools
Nowadays, every client and consumer wants and demands to be touched by the advertising campaign, to feel like the messages are personalized for him/her, that they are addressing him/ her and him/ her problem and desire particularly. Something that due to the new technologies and the digital growth is becoming more and more possible.
Behavioral profiling has gone viral across the internet, enabling firms to reach users with specific messages based on their location, interests, browsing history, and demographic group. “Ads can now follow users from site to site: a customer who looks online for flights to Frankfurt will be inundated with German holiday offers. Conversant, a digital-marketing firm, uses an algorithm to deliver around 800,000 variations of an ad to its big clients’ prospective customers to make it as irresistible as possible. Kraft, a food company, monitors online opinions on its brands in an office which it calls <<the looking glass>>,” wrote Business Insider.
Moreover, in the classic advertising model, firms used to place ads with media that brought together the audiences they were after. They would go for business executives in the Wall Street Journal, for example, or youngsters on MTV. But now advertisers no longer have to rely on media as proxies for consumers, because they have more tools and data to target precisely the people they want to reach.
5. Programmatic is the new KING
Programmatic buying represents a new system for targeting consumers precisely and swiftly with online adverts or DOOH. Publishers, advertisers, and intermediaries can now bid for digital ads electronically and direct them to specific consumers as fast as they want to. Programmatic media buying allows the “owner/brand” to tailor a specific message and creative to the right person, at the right time in the right context – using audience insight from the brand (the customers you want to target) around the kind of audience they want to target. This methodology should deliver far more precision and personalization of messaging and media, resulting in more efficiently targeted campaigns, and less of the “spray and pray” methodology of digital advertising – which is less targeted and based on sheer volume (mainly of impressions).
With over 100 million startups opening each year, it is becoming critical for new businesses to improve their online visibility and stand out among their competitors. In the digital era, the basic rule for business success is to effectively use SEO to engage customers, establish your brand, and drive profitability.
In this post, I’ll discuss some basic, but effective SEO tips that will maximize your startup’s visibility and connect you with your target audience.
Know Your Audience
Optimize Your Website with What Customers Are Looking for
Utilize Social Websites and Social Media
Your Blog Page Is a Star
Leverage Free SEO Tools
1. Know Your Audience
Most businesses assume that SEO comprises preset rules and standard techniques. However, the fact is that your firm’s SEO efforts largely depend on how well you know your audience.
Which industry are you in? Which SEO strategies are your top competitors using to engage audience? Where does your target audience spend most of its time? Which social platform are they active on? How much time do they spend on their smart device? The answers to these questions will help you create and optimize a tailored SEO strategy for your new venture.
More than half of the world’s population is active online looking for solutions to their day-to-day issues, expressing their opinions, and making decisions. Therefore, it is critical to identify your audience’s unique traits, online behavior, and preferences.
For instance, if you are an online yoga instructor, 80% of your time should be spent on understanding where your audience is likely to find you and take an action in your favour (sign up for the yoga retreat or recommend others).
If you are targeting health-conscious customers, chances are you may find them on health and nutrition tracking apps, fitness blogs, or social media sites. Engaging your audience through these channels will strengthen your brand visibility. Set up your listing in various online directories like Google My Business, Yelp for Business Owners, Bing, and Yoga Trail, enabling your customers to find you.
2. Optimize Your Website with What Customers Are Looking for
Once you have defined your target audience, it is necessary to pinpoint what they are looking for. Here, you need to consider two critical areas: what your audience is searching for and how they are conducting the search.
Study the user’s intent behind typing a particular keyword. For instance, your user initially searches for “musical instruments seller,” however, you eventually discover keyword variations like “musical instruments for sale” or “local musical instruments shop.” Incorporating each of these variations will boost your startup’s SERP ranking.
It is a good idea to do some solid keyword research and design your website in a way that it lands your audience on what they are looking for (your webpage or blog).
Once the searchers are directed to your website or mobile application, your ultimate goal should be to offer an amazing user experience (UX). Firstly, is your website mobile-friendly? With people spending an average of six hours per day on smart devices like mobiles and tablets, it is pertinent that businesses use Responsive Web Design to cater to various device types, thereby improving the user experience.
Users typically take 0.05 seconds to decide whether or not to stay on your site. What’s more, nearly 60% of searches on the internet come from mobile devices. Thus, in order to optimize your SEO efforts, you should leverage responsive web app development.
Focus on user experience to improve the site speed and ensure ease of navigation, thereby converting the clicks into conversions. Browse through the top UX design websites to learn how you can use the best illustrations, user interface, and branding to engage your audience.
3. Utilize Social Websites and Social Media
In 2017, 71% of internet users had an active social media account and this figure has only grown since then. The ever-increasing social network penetration is making it imperative for businesses to stay active on these platforms to engage their target audience and drive conversions.
StumbleUpon (now Mix) is one such social networking website that categorizes and recommends tailored content to users based on their personal tastes and interests. Thus, if a user has liked your webpage, it gets added into the StumbleUpon lineup and is featured to other users who are randomly searching on a specific topic using the Stumble button. Submitting your site to StumbleUpon can help you improve your social following and brand awareness.
Social media sites possess the largest demographics globally, making it critical for businesses to build a massive following on Instagram, Facebook, YouTube, and, Snapchat, among other platforms.
People aren’t merely interacting on these social platforms, they are using them to make purchasing decisions and recommend a product or service to their friends. Did you know that 70% of B2C marketers have acquired their customers through Facebook? That’s the power of staying active on social networking platforms.
4. Your Blog Page Is a Star
According to the Content Marketing Institute, 80% of B2B marketers and 75 percent of B2C marketers include blogging in their current marketing strategies. Devising an effective content marketing strategy for your blog can help you retain loyal customers, attract qualified leads, promote your brand, and nurture customer relationships.
The content presented to the target audience should be relevant, insightful, and value-adding. Serving your audience with the content they are looking for on Google is a sure way of getting their attention and engaging them on your website.
In order to improve your startup’s visibility, share knowledge, advice, or entertainment in consumable formats like blog articles, videos, podcasts, emails, infographics, and webinars. When you share informative content on your blog, you come across as a domain expert, thereby increasing your website traffic and generating conversions.
5. Leverage Free SEO Tools
If yours is a young startup, you will need to conduct keyword research, analyze competitor performance, track traffic and conversion trends for your site, and assess the performance of your content marketing strategy. However, technology has made it possible to effortlessly measure new business success with several effective and free SEO tools.
SEO tools, such as Google Analytics, Google PageSpeed Insights, Google Search Console, Screaming Frog, and Ahrefs can help you create a strong online presence without spending a dime. Another free SEO tool, SEO Minion is an amazing Google Chrome extension that analyzes on-page SEO, checks broken links and redirects, simulates multi-location SERP, and improves the CTR by boosting your site’s search engine ranking.
These SEO tools can help you gain organic traffic and nail the SERP ranking with the least marketing budget.
With the world going digital, new ventures heavily depend on fresh and organic traffic to stand out from the competition and drive business profits. Building your startup’s visibility allows potential customers to know about your products/services and helps strengthen your online brand reputation.
SEO has been a key marketing tool used by startups to thrive in today’s competitive business environment. Use the effective SEO tips shared in this post to improve your brand performance and conversions.
Jaykishan Panchal is an SEO & Content Marketing Manager at E2M Solutions Inc. and implements cutting edge SEO strategies to help businesses strengthen their online presence. Apart from helping small and big businesses he loves to jot down valuable resources for Entrepreneurs, Start Ups, and Technology Geeks.