Whatever the case, it's easiest to shape a digital marketing strategy after you've determined your company's biggest goals. We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences — however, you can't take advantage of that benefit if you haven't first identified your target audience. Of course, it's important to note, your target audience might vary depending on the channel or goal s you have for a specific product or campaign.
For instance, perhaps you've noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You'll want to vary your content to appeal to these different target audiences. As with anything, the budget you determine really depends on what elements of digital marketing you're looking to add to your strategy. If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all.
With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.
With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising. For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business.
Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too. An digital marketing strategy likely needs both paid and free aspects to truly be effective. For instance, if you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you're likely to see strong results within the first six months despite minimal ad spend.
However, if paid advertising is part of your digital strategy, then the results might come even quicker. Ultimately, it's recommended to focus on building your organic or 'free' reach using content, SEO, and social media for more long-term, sustainable success. When in doubt, try both, and iterate on your process as you learn which channels — paid or free — perform best for your brand.
Once you know your audience and you have a budget, it's time to start creating content for the various channels you're going to use. This content can be social media posts, blog posts, PPC ads, sponsored content, email marketing newsletters, and more. Of course, any content you create should be interesting and engaging to your audience because the point of marketing content is to increase brand awareness and improve lead generation.
Another key component of digital marketing is mobile marketing. This means it's essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too. Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop.
This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go.
As for your social media images, it's important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut-off. There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices.
By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently achieve the results you're hoping for. Digital marketing is all about reaching targeted audiences through personalized content — all of which can't happen without effective keyword research.
Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Additionally, social media keyword research can be helpful for marketing your products or services on various social channels, as well.
Even if you don't have a full-time SEO strategist, you'll still want to conduct keyword research. Try creating a list of high-performing keywords that relate to your products or services, and consider long-tail variations for added opportunities. Finally, to create an effective digital marketing strategy for the long-term, it's vital your team learn how to pivot based off analytics.
For instance, perhaps after a couple of months you find your audience isn't as interested in your content on Instagram anymore — but they love what you're creating on Twitter. Sure, this might be an opportunity to re-examine your Instagram strategy as a whole, but it might also be a sign that your audience prefers a different channel to consume branded content.
Alternatively, perhaps you find an older web page isn't getting the traffic it used to. You might consider updating the page or getting rid of it entirely to ensure visitors are finding the freshest, most relevant content for their needs.
Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it's up to you to take advantage of them. If you're already doing digital marketing, it's likely that you're at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though. That's why we created Why Digital Marketing? The Essential Guide to Marketing Your Brand Online — a step-by-step guide to help you build a digital marketing strategy that's truly effective, whether you're a complete beginner or have a little more experience.
You can download it for free here. Editor's Note: This blog post was originally published in September , but was updated for comprehensiveness. Originally published Mar 16, AM, updated October 07 Logo - Full Color. Contact Sales. Overview of all products. Marketing Hub Marketing automation software. Service Hub Customer service software.
CMS Hub Content management system software. Operations Hub Operations software. App Marketplace Connect your favorite apps to HubSpot. Why HubSpot? Marketing Sales Service Website. Subscribe to Our Blog Stay up to date with the latest marketing, sales, and service tips and news.
Thank You! You have been subscribed. Start free or get a demo. Marketing 24 min read. Get the Free Digital Marketing Guide. Free Digital Marketing Guide for Small Business HubSpot came together with MOO, an online print and design company, to give you an actionable guide on building your digital marketing strategy from the ground up.
Download Free Marketing Guide. Click here to download our free guide to digital marketing fundamentals [Download Now]. What is digital marketing? Why is digital marketing important? Featured Resource. Learn all you need to know to audit and run your digital marketing strategy with this guide which includes: SEO basics and an audit you can run today Competitive analysis basics Measuring and reporting on analytics Download Free Digital Marketing Guide for Small Business HubSpot came together with MOO, an online print and design company, to give you an actionable guide on building your digital marketing strategy from the ground up.
Nobody loves content loading. Be prepared to get your hands dirty. Finally, the last big thing I look for is what kind of experience a marketer has.
These three areas show how we review experience to see if you really know your stuff. The words you use to tell your story matter. He was right. Or are you just saying the latest buzzwords and pointing to results without understanding how they were achieved? Our philosophy for team-building revolves around senior team members helping junior members and mentoring them, established digital marketers managing a book of business and solving client problems, and senior members helping to grow revenues and lead clients into the latest techniques and cutting-edge marketing solutions.
Showing a similar growth pattern for those established in the industry, or even less-seasoned digitally but experienced marketers looking to make a switch, is something that we look at.
Your education matters. So there you have it—all the skills, attributes, and experience that makes a great digital marketer. Whatever your aim is—joining a top digital marketing agency in Indianapolis or improving your skill set in-house to make the next jump up the career ladder—I hope this has been helpful in understanding how we approach digital marketing from a career and individual experience aspect. Hiring is part art and part science. Getting into digital marketing can be that way, too.
With so many specializations, new technologies, and more on the horizon, the learning never stops, and those with the insatiable desire to grow, dominate, win, and repeat the cycle will stay ahead and earn their way to the top. Digital , Strategy. Here are the essential 16 digital marketing skills I learned throughout my career that helped me advance in my digital career and ultimately start my own digital marketing agency:. You should also know how to employ the help of copywriting tools like AP Styleguide.
But, you should also know technical SEO tactics such as updating title tags, H1 and H2 tags, and incorporating keywords. Content on all of the social media platforms perform better when accompanied by great images. As a digital marketer, you need to know how to create and edit your own visuals. The best way to reach people now on social media sites and ensure your content gets distributed is to use social paid advertising.
Today, digital media encompasses managing and excelling at a myriad of different touch points, platforms, and advertising trends. As a digital marketer you are at the intersection of the brand and the customer. In order to succeed in the role, a digital marketer must be entrepreneurial across the board—not only in strategic thinking but in developing a unique skillset.
Follow him on Twitter at kwong This is a BETA experience. You may opt-out by clicking here. More From Forbes.
0コメント