The How, What, Why of Digital Marketing

With the world moving online, and social media platforms exploding over the last year, is it time your marketing moved online to? But more importantly, what exactly IS digital marketing and how can it benefit you?


Want to watch the video where I explain this? Click here


But while I am on the topic of a Digital Marketing Strategy, you might be wondering what exactly that is right?


Well, basically Digital Marketing is all marketing efforts that happen online, and it can leverage various tactics, strategies, business channels and third-party platforms to enhance your online presence and build brand awareness so you can connect with your clients.


It helps you show up where your clients are spending most of their time→ ONLINE.


​This means there are more ways of reaching your clients with big opportunities for growth and it can even help you rethink the WAY in which you do business.

Digital Marketing also offers far more effective ways of tracking data and results so you can easily respond to fast-changing customer needs and new trends in your industry.


So now you might be wondering, but Anandie, how is traditional marketing different from Digital Marketing and the answer is simple, Digital or Online marketing is able to exponentially increase your efforts because it gives you access to a much wider, specifically targeted audience.


That means, that with the use of data and analytics, you are able to see much clearer information about your customers, thus formulate specific action plans to get to them, and then evaluate those results faster to be dynamic in your approach and react quickly to get the right information in front of your audience.


This all means you have many more and different ways of interacting with your audience, and thus also give them different ways of learning about your business.


Very important to also know is the difference between your marketing efforts vs your marketing strategy.

Digital marketing efforts will include the different platforms and specific touchpoints you will use such as:

Social Media, Email & Newsletters, Blog Posts, Podcasts, Ebooks or guides etc.

Digital marketing efforts provides customers with dynamic, relevant, useful information as they are guided down a sales funnel (versus the static advertisements associated with traditional marketing)


Where a strategy includes the planning and implementation of all that value-rich digital marketing efforts. And can have specific KPI’s to meet your business objectives.


Let me give you a quick example, say a Fashion Label wanted to rethink their marketing budget and spend smarter with greater results. Typically, fashion brands have “perfect” models in their photos used for marketing purposes, and you as the consumer, want to preferably be in store to try on your outfits.


BUT, with lockdown, it becomes a bit more tricky. So one way the fashion label can build out a digital marketing strategy is through UGC and Social Media (UGC is user generated content).

Meaning, they leverage their audience, who is already living in their clothes, and have different body sizes, and can share that on their social pages. That way people who are “new” to the brand can see how 1 dress can look on different body types and sizes and can more easily decide if it will fit their body.


This will also foster community and they can encourage the community to come up with fun ways to showcase the outfits in different settings, even running a competition where people can vote and comment on their fav looks. This will create a buzz, drive up engagement, create brand awareness and by engaging their community they are building brand loyalty.

So what digital marketing plans can YOU bring into your business that seems small and simple, but can yield big results.


Let us know in the comments which strategies you are already implementing. Are you on social media, do you have a newsletter, do you have a podcast?

We love to hear what you do to drive results!


While you might now understand Digital Marketing a little better, how do you really apply it in the most effective ways.


Well, let me explain it in relation to the sales funnel.


The sales funnel is a digital marketing model where potential customers are led through a series of events or actions that can be mapped out in the shape of a funnel.

This model is essential to digital marketing because it explains how to target customers at every stage of the buying process. An easy was to describe the funnel is as follows:

The top (and widest part) of the funnel is the “Awareness & Interest” stage—meaning the stuff that introduces people to your brand for the first time.It is where they get to LEARN more about your brand and what you stand for/ what you do, and who you really are.

It includes:


Blog posts

Social media posts (This is video and static images)

YouTube videos

Podcasts

Paid Ads


The middle part of the funnel is the “Consideration & Evaluation” stage, where people know what you’re selling but they’re not sure yet whether it will solve their particular problem. So they need more information, and see if it will suit their needs and problems.

It includes:


Sales pages

Webinars & Workshops

Emails/ Newsletters

Downloadable guides / Ebooks/ checklists


The bottom (and narrowest) part of the funnel is the “Conversion” stage where (ideally) you’ll convince consumers to become actual customers.

It includes:


Product demos/ videos

Webinars

Sales pages

Comparison charts

Customer stories / testimonials

Special offers


Knowing the sales funnel helps you understand what tactics to implement, but HOW do you actually do this?


Well, there is a plethora of tools, systems and platforms.




My best advice is to choose 2-3 social media platforms to get started with. Facebook, Instagram and Linkedin are great and easy. Youtube is essential if you are in a “teaching” type service. And Pinterest is good to add on to your other platforms once you have more information and digital freebies to share.


Email systems such as Mailerlite, Mailchimp, Convertkit and Active Campaign are a few you can use to get your email marketing set up and running.


There are also scheduling systems, like Hootsuite, Later, Preview,Planoly and Buffer to help automate the process of getting your content onto your platforms.


You can also plan and map out your action steps in tools like Trello & Asana.


And you can create your content creatives in apps such as Photoshop, Canva, Crello, Pablo and MadewithOver.


And of course to track and measure your performances, you want to look at Google Analytics or Kissmetrics, and other data tracking systems that can give you exact analysis of your efforts.


This was a brief overview and quick guide to the basics of digital marketing, and I hope this has helped you see how vast this topic can be, but also how important it is to grow your business.


“Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.”


And feel free to get in touch and let us know if you need any help with your digital marketing. We would love to see how we can find the right solution for you!


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