Digital marketing, online marketing, online advertising, whatever you say, your company’s internet marketing is a big deal these days. In the end, Internet use has more than doubled in the last decade, and these changes have had a huge impact on people buying products and communicating with businesses.
So what is digital marketing? Digital marketing is like any other marketing – it’s a way to connect and influence your potential customers. The real difference is that you are connecting and influencing these customers online.
What is digital marketing?
Basically, digital marketing refers to any online marketing effort or data. Email marketing, click-through advertising, social media marketing, and even blogging are great examples of digital marketing – they help introduce people to your organization and persuade them to buy.
Here are some common digital marketing strategies and techniques that businesses use to reach people online:
The material of digital marketing
Almost everything can be an advantage from a Digital marketer. It just has to be a marketing tool that you use on the internet. It said that not many people realize that they have digital marketing. Here are some examples:
- Your website
- Branded data (logos, icons, short names, etc.)
- Content video content (video advertising, product display, etc.)
- Get images (infographics, product photos, company photos, etc.)
- Ten written content (blog posts, ebooks, product descriptions, testimonials, etc.)
- Products Online products or equipment (sauces, calculators, interactive materials, etc.)
- Social media pages
As you can probably imagine, this list only scratches the surface. Most digital marketing resources fall into one of these categories, but smart businesses are constantly coming up with new ways to reach online customers, so the list goes on!
Digital marketing strategies
The list of digital marketing strategies is constantly evolving, but most business strategies use:
Provide ads per click
Pay-per-click (PPC) advertising is actually a broad term that covers every type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising” (which we’ll get in a second). Facebook ads are another form of PPC advertising known as “paid social media advertising” (again, we’ll discuss this soon).
Paid search ads
Google, Bing, and Yahoo allow you to see text ads on search engine results pages (SERPs). Advertising search is one of the best ways to target potential customers who are actively searching for the product or service of your choice.
Search Engine Optimization (SEO)
If you do not want to pay to appear in SERPs, you can use Search Engine Optimization (SEO) to sort pages or blog posts on your site and to search biologically. You don’t have to pay directly for each click, but it usually takes a lot of time and effort to rank a page for rankings (for a more in-depth comparison of paid search and SEO, see this article).
Social media advertising for a fee
Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat will allow you to display ads on their websites. Paid social media advertising is ideal for raising public awareness that you may not know your business, product or service exists.
Social media marketing
Like SEO, social media marketing is a free organic way to use social media platforms like Facebook or Twitter to market your business. And, like SEO, your business needs a lot more time and effort in social media marketing, but in the long run, it can yield much cheaper results.
Conversion Optimization (CRO) Optimization
Conversion Optimization (CRO) optimization is the art and science of improving your online experience. Most of the time, businesses use CROs to get more conversions (potential customers, chats, calls, sales, etc.) from existing website traffic.
Content marketing is another broad term for digital marketing. Content marketing covers every digital marketing effort that uses content (blog posts, graphics, e-books, videos, etc.) to build brand recognition or to increase clicks, potential customers, or sales.
Did you reach the bottom of an article and see a list of suggested articles? This is the underlying advertisement. Most native ads fall into content marketing because it uses content to attract clicks You never believe what happens next! It can often be a bit difficult to spot internal ads as it is usually combined with paid content suggestions. Yes … but that’s the point.
Email – Marketing
Email marketing is the oldest form of online marketing and it continues to be so. Most digital retailers use email marketing to advertise special offers, highlight content (often as part of content marketing), or promote an event.
Affiliate marketing is actually paying someone else (person or business) to promote your products and services on their website.
As you can see from the list above, there are many different ways to market your business online which is why many businesses either hire a company to manage their digital marketing efforts or hire an in-house marketing team and marketing automation software. To meet their marketing needs (for an in-depth comparison of these options, see this article).
Does digital marketing work?
Digital marketing is a great choice for any business. During the catastrophic time, we helped digital marketing grow into all sorts of businesses, from mom and pop stores to internationally recognized universities and more. This is the beauty of internet advertising. If you know who you want to target, you can use digital marketing to target anywhere.
But some types of business will benefit more than some types of digital advertising. As a quick review, let’s take a look at which strategies work best for consumer-to-consumer (B2C) companies and business-to-business (B2B) companies.
In general, B2C companies have much lower prices than their B2B counterparts. After all, it can be a little difficult to sell $ 150,000 (believe me, there are) to a terrified mother. But a $ 10 pair of pants for boys? This is a fairly simple sale.
The good news is that since B2Cs aren’t trying to sell extremely expensive products or services, they don’t need large sales teams or complicated marketing campaigns. All they have to do is put their products or services in the right audience with the right messages and the rest have to take care of themselves.
As a result, the primary goal of most B2C companies is to attract people through marketing. For example, if you can take this frightened mother to your children’s clothing site and offer her an exciting offer, there is a good chance she will shop today. You do not need to increase brand recognition or trust before closing a sale.
With that in mind, B2C companies often see great results from high-end marketing channels, such as social media marketing or paid social media. These channels do a great job of putting your business in front of potential customers who otherwise don’t know they exist.
Now, supplementing with other digital marketing strategies like paid search or SEO is always a good idea, but if you have to choose a channel to get started, paid social media advertising or social media marketing are great options for B2C.
In contrast, paid search is a great choice for B2B companies. Most B2B companies have a very specific audience that can be difficult to access using social media. However, if you are selling $ 150,000 drills and someone is looking for the “diamond drill maker”, he wants to be the first result he sees. Yes, you can pay more for a click than you would with a paid social ad, but with $ 150,000, the money is well spent.
Also, most B2B companies have a much larger and more complex sales cycle than B2C companies. If you sell $ 150,000 bit, most people will probably not come to your site, call you and say “I want one”. As a result, long-term strategies such as content marketing or email marketing are often necessary to complete an agreement.
Of course, the right combination of digital marketing tactics will vary from industry to industry and business to business, but simply comparing B2C to B2B will help you understand how different strategies may be best for some companies. Not all strategies are suitable for every business, but with a little trial and error, you need to be able to identify the most profitable approach for your business.
How do I get started?
The good news is that starting digital marketing is very easy. Most online advertising platforms make it easy to register and create your first campaign (after all, that’s how they make money). Here are some guidelines for beginner drivers in different digital marketing strategies:
- Paid search advertising
- Search engine optimization (SEO)
- Paid advertising on social networks
- Social media marketing
- Optimizing conversion rate
- Marketing content.
However, the core of any successful digital marketing campaign is not a guide. Regardless of the strategies you choose to use, here are 4 questions you need to answer before you start digital marketing:
How much should you do?
To understand what you need to spend on digital marketing, you must first clarify what your goals are. How digital marketing is approached can vary greatly depending on whether your ultimate goal is to increase clicks, conversions or leads, sales, revenue, or a specific return on investment (ROI).
When it comes to this, the ultimate goal of any marketing effort should be ROI. After all, if spending on digital marketing doesn’t generate profitable income for your business, why market it online?
Clicks and even conversions are great, but your business doesn’t make money from clicks (actually, it spends real money on clicks) or conversions. He makes money from sales.
With that in mind, the first thing to determine before deciding what a digital marketing budget should be is deciding how much revenue you want to increase. Once you know this, you can use this information to determine how much ad spending will be needed to achieve this revenue goal.
Who do you trade with?
Once you know how much money you want to earn from digital marketing, you need to determine who to advertise to. This is critical because different buyers require different marketing tactics. And, most importantly, different buyers are becoming different types of buyers.
Guess what? If you don’t understand your personal buyers, you can’t create an effective digital marketing strategy!
If you have a sales team, talking to sales can be one of the fastest ways to get a decent buyer. After all, they are the ones who talk the most to their customers, right?
However, even when you talk to your sales team and do a little research, it’s not enough to get to the level of detail you need to compile an effective digital marketing plan. To do this, you need to get on the phone and call your real customers.
Ask them how they found it, why they changed, and what convinced them to pay you. This information will give you a great idea of the sales and marketing process you can use to improve your ad performance and choose your marketing budget.
What do your clients deserve?
People generally see buyers’ faces as a good way to develop an effective marketing strategy. Buyer personalities are great at this, but they’re also an important part of creating an effective digital marketing plan.
For example, imagine that you are advertising a SaaS business called SaaS-A-Frass and that it has the following pricing structure:
In this case, you’re probably targeting 3 different buyers:
- Small business “Steve”
- Middle market “Mandy”
- Trading company “Edward”
Small business “Steve” has much smaller and simpler business needs than Edward or Mandy, so he will probably choose the Starter package. Mandy would probably like the business package and Edward would probably need the Enterprise package.
Assuming Steve, Mandy, and Edward stay for an average of 14 months, 4 years, and 9 years, respectively (average lifetime of a SaaS customer) and buy 5, 20, and 100 licenses (again, respectively), here is the lifetime value for each of these people ([licenses/months] x [# licenses] x [typical customer life in months]):
- Steve: $ 1,750
- Mandy: $ 72,000
- Edward: $ 1,590,000
These figures seem really exciting, but not all are earnings.
A regular SaaS company pays about 22% for sales, 9% for sales, and 40% for overhead, leaving approximately 29% of the value of each customer’s life. This simply means that the dead, SaaS-A-Frass has to spend less than the following to get a Facebook client:
Maximum acquisition cost
- Steve: $ 507.50
- Mandy: $ 20,880
- Edward: $ 461,100
If SaaS-A-Frass keeps the acquisition cost below this limit, you will save money. If it costs more than that to get each of these customers, they will lose money.
Do you see why buyers’ personal information is so important to the budget?
Of course, the market is unlikely to be saturated with Edwards, so SaaS-A-Frass will need a combination of these deals to achieve its revenue goals. This mix will dictate your Facebook budget.
So if SaaS-A-Frass is willing to spend $ 0.18 on marketing to produce $ 1.00 in lifetime value (for a total profit margin of 11%), SaaS-A-Frass can pay the following for each buyer:
Cost of acquiring clients
- Steve: $ 315
- Mandy: $ 12,960
- Edward: $ 286,200
If SaaS-A-Frass cannot generate customers who pay a specific buyer at a price below this limit, they should probably not market to that buyer.
However, if SaaS-A-Frass digital marketing efforts currently produce buyers of every person in these CACs (or even CACs below these limits), SaaS-A-Frass can use this information to calculate the budget for marketing.
How much do you need to achieve your goals?
At this point, things are quite simple. Just take the CAC, the average purchase order price, and the average number of purchases (if you have a subscription model, you can simply use the average shelf life of each individual buyer here) and connect them to this calculator!
The default value for this calculator shows the monthly budget and return on investment for SaaS-A-Frass, assuming that SaaS-A-Frass wants to generate $ 2,425,500 in new digital marketing revenue each month and they have decided that to do this, They need marketing efforts to produce 100 sales per month (90 Steves, 9 Mandys, and 1 Edward).
Based on our example, a new Steve pays $ 125 / month for an average of 14 months, a new Mandy pays $ 1,500 / month for an average of 48 months, and a new Edward pays $ 15,000 / month for 108 months.
By connecting all of this to the calculator, SaaS-A-Frass will need to allocate a budget of $ 348,300 / month to achieve the new income goals of his life.
I see? I told you this place is easy! To make things even better, you can use this calculator to calculate your overall digital marketing budget, or you can choose a specific strategy and use it to understand if a particular strategy makes sense for your business. For example, if you need a CAC of $ 75, but the average cost per click in AdWords is $ 25, AdWords may not be the right digital marketing channel for you.
Now, as you can imagine, this approach is not a perfect estimate of what it will take to reach your income goals. This calculator is as accurate as of the information it can provide you. But it is much better than choosing your monthly installment by chance and hoping that digital marketing will produce the results you need.
How is mobile digital marketing different?
As you can probably imagine, digital marketing on mobile devices is very different from digital marketing on desktop computers. These days, these differences are especially important, because smartphones are now the primary device that people use to interact with the Internet.
Since 60% of Internet activity is done on mobile devices, the transition from desktop to mobile has a significant impact on digital marketing.
Last year, Google Ads launched parallel ads on its results pages to create a consistent experience across mobile and desktop computers. Facebook ads still show side-by-side ads on a desktop computer, but only show mobile ads. Smaller blog posts outperform larger mobile blog posts, and the list of differences goes on and on.
To be honest, in today’s digital marketing world, it’s a good idea to assume that people will be treating your marketing with mobile devices and then tweaking their strategy to desktops as needed.
In addition to optimizing mobile ads, it’s also important to think about your site and the landing page experience. Sure, your site may look good on desktop computers, but if it’s impossible to navigate on mobile devices, you’ll end up with a significant percentage of web traffic.
At a minimum, you should have a website that responds to mobile phones, but ideally, your mobile experience is specifically designed to facilitate an effortless mobile phone experience (not just a customized version of your desktop experience).
Whether most advertisers realize it or not, digital marketing is now a mobile experience in most cases. The good news is that if you’re relatively new to digital marketing, you don’t have to worry about reinventing the flyer. You can start with exciting mobile ads and then customize them as needed for desktop computers.
Digital marketing is the marketing of the future. In addition to all the benefits we’ve discussed in this article, you can track the results of your digital marketing efforts with incredible accuracy, which means it’s easy to see which strategies yield profitable results and which ones require work.
However, if this article tells you that you need digital marketing (or need your digital marketing game) but you want some help figuring out the right approach, let us know here or in the comments! We want to help businesses grow through digital marketing.