Digital marketing is a deceptively simple sounding phrase, but this umbrella term covers every facet of your online marketing strategy. To create an effective master plan we need to understand all those facets. Let’s take a look at the cogs that make up a fully-functioning digital marketing machine.
Video marketing refers to any video you create for your business. This includes ads, content for your YouTube channel, the videos you upload to Facebook, product demo videos, and live streams.
According to HubSpot’s State of Inbound 2017 report, 45% of people watch at least an hour of Facebook or YouTube videos a week. Cisco predicts that by 2021 video will make up 82% of all consumer traffic, making it an increasingly important ingredient to a well-rounded digital marketing strategy.
Adding video to your marketing strategy is getting easier. Easy video creation tools like Biteable, simple video editors, and increased wireless and mobile internet speeds have made video cheaper to produce and far more accessible to consumers.
When adding video to your digital marketing strategy:
Pay per click and display ads allow marketers to advertise their products to a targeted consumer base. But what’s the difference between the two?
PPC ads are the paid links that show up near the top of search engine results when you search for a specific term. These PPC ads showed up when we Googled “shoes.”
Display ads are the ads you see on various websites and often include images. Display ads can appear based on a site’s theme or a keyword string. This display ad for Squarespace appeared on the side of a Mashable article about Facebook Messenger for kids.
Both types of ad can be incredibly useful for getting your product and service in front of the right person.
Successful PPC and display ads are:
Nowadays, consumers have more choice about who they do business with than ever. Producing helpful content that answers real questions and helps buyers make informed choices can propel you to the front of the line. This content can be anything from blog posts and infographics to videos and free microlearning videos.
In order for visitors to find your content, you need to optimize it for search engines. A search engine like Google wants to show users the most relevant results possible, so it scans every page on the internet to learn what that page is about.
Let’s say your ideal customer is looking for a way to get to Oz and you sell red slippers. Writing a blog post that includes the phrases “travel to Oz,” “time travelling red slippers that will take you to Oz,” and “quick way to get to Oz” will tell the search engine what your post is about, so that next time an adventurer doesn’t want to rely on freak cyclones, your article will show up in search.
To create content that delights both readers and search engines, keep it:
Social media marketing comes in two flavors: paid and organic.
Organic marketing happens when you create a profile on your chosen social media platform and consistently share great content that people like and share. Paid marketing refers to buying and using ads to reach a wider targeted audience. Every social media platform has its own ad manager.
To be effective, you need to get strategic. While it’s tempting to jump in and try to master multiple channels at the same time, this can put a strain on your resources. Instead, focus on building your presence on one platform at a time, starting with your ideal audience’s favorite.
To master your chosen platform:
Email marketing includes all the various emails you send your customers, including newsletters, nurturing sequences, sales sequences, promotion emails, and blog post updates.
The point of email marketing is to build trust with your list by consistently offering value through sharing knowledge and exclusive offers. If people trust you, they’ll be more likely to be loyal to your product and listen when you’re promoting something.
Affiliate marketing is when a group of people who use and like the product (affiliates) sell it to their audience in exchange for a percentage of the sale.
When done right, this type of relationship can be incredibly lucrative for the business and the affiliate. Patt Flynn from Smart Passive Income built his career through affiliate marketing and offers a lot of in-depth advice about getting started from the affiliate’s perspective.
So what does this relationship look like? Let’s take a look at how SiteGround, a web hosting platform handles it.
SiteGround built an entire resource that breaks down the commission structure and tells potential affiliates exactly what to expect. The team have put a lot of effort into structuring the page and created marketing materials that affiliates can use in their promotions. Potential affiliates can then apply to join the program and sell SiteGround hosting to their audience.
Great affiliate-business relationships are defined by a couple of things:
We looked at the different faces of digital marketing. If you’re transitioning from mostly offline efforts, pick one type of digital marketing, create a plan, and build an audience. When everything is running as smoothly as possible, add a second and so on. Beware of trying to do too much at once unless you have the team-power and capital to support your efforts. Good luck out there!