The Digital Marketing Guide: 6 Core Elements That Must Be Present In Your Marketing.
Every successful business has a digital marketing guide.
First of all, Digital marketing is marketing simple. It’s all about applying the offline marketing prinicples and other digital marketing strategies to a wide but targeted group of people in relevant places on the internet.
The slight modification here is using trackable and measurable digital tools to market yourself and your products to your ideal clients before, during and after they make a transaction with you.
A few important things to note…
Digital marketing must have certain elements that guarantee its success in your business and because it involves promotion and sales of products and services by leveraging on social media marketing, content & search marketing paid advertising and email marketing of the right offer in the right place and at the right time, it has got to be done with the right “strategy.”
I am well aware that quite a number of people face a lot of overwhelming challenges when it comes to digital marketing. This is true, because my team and I have been at this very same uncomfortable spot. We always wondered why the leads weren’t converting, why we had trickles of new leads coming if our content was ideal for our prospects if we really were speaking to our “starving crowd (our ideal clients)”, if our ads campaigns were working right and why in the name of all things digital was our marketing strategies not paying the bills.
These are some of the challenges we faced and yes, they are also challenges being faced by everyone who is employing digital marketing the way we did.
I have good news tho. There is a better way.
Regardless of what you sell – a brand, product or service, the ultimate truth is your customers are online so it is highly imperative that you have a solid online presence. Most buying, transacting and purchasing decisions start with a question. It could be how much is…? where can I get…? and happy to say, these search and decision making begins online.
As long as your customers hold a smart mobile phone, they are online asking questions and waiting to be served by you. They are hanging out on social media platforms asking questions on Google, getting answers from blogs and news media. And of course, putting up questions on Whatsapp stories, Facebook and Instagram LIVE.
Why shouldn’t you be the ONE providing them with the answers they so desperately need or helping them make the right buying decisions and simply being preeminent?
The better way…
For digital marketing to give you the success it claims to have, you’ve got to put the right strategy in place so you constantly remain the solution to your “starving crowd” on all platforms and their trusted advisor.
The goal here is that you want to serve your clients (people you have decided to put under your protection and care) in a way that they do not spend more or less than they should be doing but still receive great returns on their investment.
Let’s go into the different digital channels you must employ to keep your position in your industry as the trusted advisor and solution provider to not just the current buyers in your niche but also to the future buyers. The goal should be to strategically integrate these various elements to ensure digital marketing success.
6 Core Digital Marketing Elements That Must Be Present In Your Marketing
- Digital Marketing Strategy
- Content Marketing
- Social Media Marketing
- Search Engine Optimisation
- Paid Advertising
- Email Marketing
It’s not limited to these 6.
First of all, you must develop:
1. A Digital Marketing Strategy
This strategy puts you in all the right places your followers are already hanging out. Therefore, using various social media channels to increase brand visibility will help you connect with them. Consistently implementing this strategy in addition to evaluating the data from activities will get you the following.
It will help you:
1. Increase the number of prospects and buyers – by simply getting more leads and converting them to sales.
2. To increase the size of the transaction per client – how much more they will buy from you and other add-ons they are ready to get.
3. And also increase the frequency of the transaction – how often they will do business with you, become brand ambassadors and also refer you to other clients.
So a digital marketing strategy is a major factor in doing business successfully on the internet. A simple process for any business is to make sure there is a strategy for creating brand awareness, engaging with new and existing clients and converting and retaining them as clients. If your marketing strategy has these elements in place, then business growth is eminent.
The following are core elements to digital marketing and they make up the digital marketing strategy.
2. Content Marketing
This is the act of using the right words to encourage your ideal clients to take any desired action when needed. Your content keeps your ideal audience satisfied and gives them little wins by solving problems they are currently facing.
Content is any piece of valuable information that provides adequate solutions to your clients at any point of their journey with you. The goal of having a solid content strategy is to re-enforce authority status in your reader’s mind. Also, to be the ultimate solution provider that is ready to take them from a state of pain to a state of pleasure.
Your content must be perfect. What do I mean?
Perfect content must deliver valuable and relevant information to your potential clients at the right point in the customer journey.
So at every stage of the customer journey (from Awareness to Promote), your goal is to ensure you are delivering content in a way that enhances the experience the customer gets.
A cold prospect cannot and will not consider or evaluate your solution until they are first aware of their problem and your solution. In line with that, converting them to a sale is impossible until the prospect has first evaluated all possible courses of action and has narrowed it down to preference – YOU.
The aim of your Content Strategy is to eliminate obscurity, show omnipresence, start and nurture relationships that will lead to business.
3. Social media marketing and listening
Social media, in essence, is a networking tool that can supplement, but not replace, offline activities. It is simply another channel to get your message out and let your voice be heard by a much bigger audience. By having a greater presence online, potential clients have more opportunities to find your brand and learn about your services.
Sharing content to these ideal clients on the relevant platforms ultimately translates to a sale. Brands need to be engaging and should listen to clients or potential clients as friends first before trying to convert.
The crucial thing to do is to get your information in front of your prospects and customers where they hang out online. For most businesses, that includes one or more of the top social networking sites.
To harness the power of social media, it must start with your audience.
Below are 4 stages to a successful social media cycle.
This should be your #1 priority. Here, you are monitoring and responding appropriately to both potential and current clients. It sets a stage for you to easily connect and solve problems of your fans and followers on an intimate level. When you do this successfully, you build incredible goodwill.
The goal you are trying to achieve is to track how the public perceives your brand.
You also want to stay relevant by learning what’s currently going on in the industry and being a part of it – maintaining authority status.
In addition to that, you want to be aware of the conversations going on, so you know what solutions to provide.
Finally, you want to listen to how they react to influencers and competitors in your niche so you position your brand as the authority.
At this stage, the aim is to subconsciously influence your followers’ attitudes, behaviors, and decisions. Since you’ve been doing pretty well with listening to them, it becomes relatively easy to stand out as an authority. You are aware of the trending conversations going on so sharing information as an authority will be welcomed. The goal here is to keep improving brand awareness, start conversations that will lead to a sale and also boost traffic to your site through retargeting.
The one on one engagement that publishing a piece of content affords you is Networking. It’s that simple. It’s not always done offline and face to face. Once you can connect with other influencers and followers in the industry, you begin to move the needle. Social networking is important for every brand no matter the stage you are in, start-up, scaling, or expanding into new markets. If done right, it also leads to deep and lasting relationships, both with your followers and potential partners.
Going through the first 3 stages gets you and your followers ready for the sale. So if you’ve been doing a good job at listening to your potential clients, building authority status in your space, and establishing a strong alliance of future partners, there is a high probability of converting them to sales once the right offers are put in front of them. The truth is, it’s easy to sell to them now because they understand why you are the best fit and they know now that you are more interested in solving their needs and not banking their bucks. The goal here is to generate leads, acquire more customers and increase the transactional frequency of the buyers.
4. Search engine optimization (SEO)
This tends to be a very overwhelming tactic for many business owners and marketing/sales reps. The real truth is, your brand will gain a lot of visibility once SEO is implemented in your content.
This strategy is to help in optimizing your content, so it is featured on relevant search – result pages when someone does any search related to some information you have written about.
Organic search is based on FREE, natural rankings determined by search engine algorithms, and can be optimized with various SEO practices.
It allows for the use of specific keywords or phrases. If this is done properly and consistently, it will improve brand visibility without using money to gain website traffic.
In contrast, paid search allows you to pay to have your website displayed on the search engine results page. So when someone types in specific keywords or phrases, you get seen on the results page.
5. Paid advertising.
This gets you the results fast. Yes, organic is good but why spend a year in achieving a particular result? When it can be achieved in 2 months by propelling your activities with money. Free traffic is always good which is why most businesses start out with organic traffic first. After all, if you can get a steady flow of free traffic, you’ll pocket the savings right?
Paid traffic gets you much faster results. This principle is about driving paid traffic to your offer pages, social media platforms and websites. Basically, where people are waiting to see how you want to solve their pain.
Digitalmarketer.com says, “You can lose with organic traffic if Google changes its algorithm. If a competitor has a huge launch, you could lose traffic to them. You also have no control over where the traffic goes. Even simple things like changing the URL of your landing page can mess things up. You can enjoy all the control of paid traffic without it actually costing you anything. In essence, you can acquire customers for free, and then once your advertising costs have been reimbursed, use simple tactics to build loyalty and optimize your customers’ lifetime value… it’s not an either/or proposition. The better your paid traffic is, the better your organic traffic will be as well because good advertising drives traffic—and the pages that get lots of traffic tend to rank higher in search engines.”
What good is a website, highly valued piece of content if it isn’t powered by ads?
6. Email marketing.
Never start a relationship you do not intend to grow and nurture. If you do get anything out of it, it will be a short-lived success. Relationships are priceless, so they should be treated with a lot of care and consistency. Creating a Follow up with your audience ensures that they are constantly satisfied. A satisfied client will always refer you to other quality clients like themselves.
It’s as easy as this. But you’ve got to be strategic with implementing these tactics or you will keep having the same challenges we faced.
When all these pieces are put together, you now have an efficient customer journey machine. It may look a bit overwhelming when you combine these tactics and begin to work on them from scratch. A wise thing to do is to pick one strategy implement, master it and keep adding to your bag of tricks.
Now you know what digital marketing is and the different important tactics, it’s much easier to build and grow a successful business online.
You also know why it is important to refine your digital marketing plan, so you can quit making the same mistakes and also lose the fear of having to do all this alone.
We’ve gone through our 10-year worth of failures, mistakes, and successes and have come up with a success story and implementable strategies that work and we can’t help but keep spreading the news. You can stoppign making those silly mistakes we did if you listen and implement even 10% of all you read from us.
Now that you understand what digital marketing is, the different tactics involved and how to implement these tactics, the probable question on your mind now is “How is Digital Marketing of benefit to my business?”
The Benefits of Digital Marketing.
Below are very few ways having a strong digital presence will help you and your business. If done consistently and with a strategy will bring geometric and stratospheric success.
- It makes brand awareness, increased engagement and improve the relationship with clients easier both before, during and after the sale. (of-course using educational content.)
- It is to a Targeted Audience: You can put the right ads in front of the right people excluding non-buyers and convert clients into raving fans who buy more (and more often) and finally become brand ambassadors
- It is trackable. You know exactly how many people saw your content (ad, article, image or watched your video) and you also know what activity they did.
- Intent-Based: You can meet them exactly where they are looking for what you have to offer
- Data-Driven Follow-Up: You can follow up on these people based on any interactions with your ads.
- Word-of-Mouth: People can easily share with their friends and family with just a click of the button. Thereby multiplying your ad reach. (referrals – this helps to increase your )
- It also shortens the client’s journey by presenting the right offers in the right place and at the right time.
One thing to note is that the digital marketing arena is constantly changing. Therefore, updating and improving your product or service offerings will keep your clients satisfied, make them refer you and help you close more potential clients. Also, you want competitors to envy you and also consider a strategic partnership with you simply because they want to be identified with your brand.
Next time, we will drill down into the 8 pillars of every digital marketing strategic plan that are critical to the growth of every business.
Our objective at iVEN Digital is to remove the fear of not knowing how to implement key Digital Marketing strategies. The goal is to teach you how to use them to your succes and encourage growth in your business. We will take you from trickles of potential clients to getting more clients and spending wisely on doing that whilst tracking and measuring KPI’s. We stand firmly against the so-called “experts” who promote “tracking impressions” as a KPI or offering ignorant “quick fixes” as a strategy. We don’t believe in strategies that drain your pocket and spoil the experience the client has along the customer journey. Our agency is focused on ROI, trackable results and a happy/satisfied client. We aim to educate so you do not spend more or less than you should when it comes to the value you receive from iVEN Digital.
Let’s hear your thoughts in the comments section.