Have you ever thought of doubling your business revenue, before? Working less and working smart while enjoying what you do in life.
Digital marketing is a sure bet for you. What you have heard about digital marketing is true. Digital marketing can drive you the sales you need in your business.
Digital marketing is the marketing of products or services using digital technologies mainly on the internet, but also including mobile phones, digital advertising, and any other digital medium- Wikipedia.
Digital marketing has changed the world of marketing and has made it easy to build a brand in the heart of your clients. In this post, I will share with you all you need to know about digital marketing as a beginner and how to get started.
• To Increase your Revenue
Increasing your revenue is your major goal of starting a business. Learning digital marketing makes its easy for you to easily convert your audience into recurring clients, that order your services or products.
• It is fast and flexible
With digital marketing, you can achieve your business goals easily and faster. Digital marketing is your sure bet of achieving your business goals.
• Easy to Learn
This part of digital marketing cannot be neglected as learning digital marketing can be as easy as learning ABC.
• Your Customers are Online
One of the law of marketing is to market to your target audience. What if I tell you there is a place where your target audience meet online, what would be your reaction? That is the truth. Your target audience are online discussing about the product you offer and other related product. But for you to utilise this medium, you need to learn the act of digital marketing.
• It makes you a professional digital marketer
What if you are not interested in starting a business?
Do not think digital marketing is only for people starting a business.
No one could tell if you would start a business in the nearest future and if not, there are companies in need of experienced digital marketers to help them leverage the internet to increase their revenue.
So, your knowledge of digital marketing is not a waste even if you have no plan of starting a business.
Is Digital marketing the same as Internet marketing?
Some people differentiate between digital marketing and internet marketing, so you might also want to ask if digital marketing is the same as internet marketing.
Yes, it is the same. The term digital marketing was first described as internet marketing before it was rebranded by internet gurus.
So, how does Digital marketing works?
Digital marketing is getting your products to your target audience through the internet. This is how digital marketing works.
Assuming you have a product or service you want to sell, you can leverage the internet by building an online presence for your business, sharing to friends and families on social media platforms, building a blog for your business, running paid adverts in order to have your product seen by thousands of prospects on the internet.
But, each of these is easier said than done.
The implementation of these digital marketing techniques can only be done well by digital marketers with experience and knowledge of digital marketing.
Assuming you sell a digital camera, you ensure when people search “digital camera” on google, they find your product, when searched on facebook your business pops up.
It is not just about showing up but about showing in the right place where your prospect are.
The more visible your business is, the easier it is to make sale. So, the major goal of marketing is to make your business more visible on the internet.
Do you know that most people purchasing decision starts online? By searching for the product they are willing to purchase, finding more about other brands with a better product, finding the price of the product, who to buy from, how to get the product easily.
There are different ways to do this, which makes digital marketing much more flexible
5 Basic Digital Marketing Technique to Implement
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
Social Media Marketing (SMM)
Content marketing is one of the tools of digital marketing that can scale up your business.
Content marketing as defined by content marketing institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately to drive profitable action.”
|source : Artplusmarketing|
Providing good content is very important in building your audience, but marketing your content, sharing it to your audience and making it easy for your target audience to locate your content is as important.
After spending hours writing a post you think your audience will find useful and it ended up being read by few people what will be your reactions?
Angry, annoyed, disappointed? But permit me to say, it’s your mistake. Why? It is because you failed to do your duty as a marketer.
You need to go out and meet your audience readers in places where they hang on and interact. This is the sole meaning of content marketing.
Do not write what you think your audience will love, write what they need.
You see the difference?
Having a good content is good, but having a solid content marketing strategy is as good as having a good content.
You should not expect your target audience to start searching for your new brand. They would not do that. You have to search for them and take the pain of convincing them that you have a better thing to offer them.
“Your ability to bring readers to your blog or website will boost your conversion rate.”
But if you have a very solid content marketing plan with a bad content, it is much better to avoid content marketing.
As, you have only brought you target audience to see how bad you are.
Have you ever prepared for an interview? You must have these words several times : “Your first impression matters”. This is the same thing here. Your first impression on your readers matters alot and could make or mar your blog.
In traditional marketing, when you go out to market your company’s product, you dress to ensure your clients in order to avoid being rejected.
In the case of content marketing, there are various type of contents you can produce in order to solve your audience problem.
Each type of contents have their own roles they play in marketing.
Examples of content as stated by this post are:
• Blog posts
• Case studies
• Social media
• Videos and many other.
The ones listed above are the popular forms of content.
There are written contents published on blogs. Blog posts can include other form of contents such as infographics, videos, case studies, and a link to a e-book download or purchase page.
Blog posts are known as a powerful tool of informing our target audeinceand proving out authority in that niche. But, not everyone love reading long articles, some prefer a well organised infographics, videos, e-books and any other forms of contents.
This contains lots of written content, info-graphics packaged in form of a PDF in order to provide a complete guide for target audience. E-books are mostly used for lead generation and increasing conversion by exchanging the e-books for the email address or other important marketing information.
But, writing an e-book takes time?
Yes, but it is worth your time if it can meet the needs of your audience. How do I go about this? Before writing any e-book, ensure you verify that is what your audience need and want.
This can be done by analysing the comments left on your blog or a popular competitor’s blog. This can also be done by visiting forums and checking what your target audience are discussing, the list could also continue.
Not everyone can relate well with length written content. You get bored and distracted, right? This is why info-graphics can be a support to your content. Info-graphics help to summarize your lengthy post into short attractive info-graphics.;
So, what is Info-graphics?
Info-graphics is a visual representation of information or data e.g. as a chart or diagram.
As defined by Wikipedia; data or knowledge intended to present information quickly and clearly. The two basic terms quickly and clearly is the major reason why content marketers utilize info-graphics as a means of making their target audience understand their content and interact with it.
I know you are very familiar with videos. But do you know companies use videos to drive sales and traffics to their product? Yes, companies use videos which could even go as far sponsoring movies, Tv programss etc. These can also be so effective in driving sales. This involves creating videos to solve the problem of your target audience.
In order to have an effective content marketing, you need to provide value to your audience and build a brand that sticks closer to the heart of your audience and makes your business stand unique.
Branding is the lasting solution to your marketing need. This is the foundation of digital marketing.
Assuming you run a fashion business, where you sell clothes, shoes, wrist watches and other goods pertaining to fashion. You will be wasting your time if you spend most of your time creating written contents.
I am not saying you should not create written content, nut only written content will not drive you the sales you need. Pictures, videos are your sure bet.
Because, displaying your products through videos, pictures prove your credibility. But you will drive sales with written content if you run a blog, an education business, etc.
However, you must never remove written content from your equation of marketing.
Written content still play a vital role in the marketing of your business.
So, I suggest you play both roles wisely when the need arise.
Let me tell you a story of a character you know, spider-man.
Spiderman is an animation character created by Stan-lee in the 1900s. The character became a big brand to reckon with; which made Marvel a gross revenue of $5.1 billion.
What is the secret?
Branding which is the foundation of digital marketing. Spiderman became a franchise business and fashion companies made a lot from creating and selling the character’s clothes, toys, films etc. This is branding.
When creating content, there are some things to take note of which are :
1. Do not be too salesy in your content
You do not have to be too salesy in your content, you might as well not introduce your product to your audience at first and later link to your product page down the funnel.
• You have to let your audience know you understand their pain and you can solve that for them, then
• You let them know the consequence of not solving that problem. This is like showing how grievous it is to postpone the solving of that problem.
• You can now let them know you have a product that can solve it for them.
2. Identify yourself with them.
NOTE: Though it might take as long as 4-12 months to see results, but in the long run it will be very beneficial to the success of your business.
Read more on content marketing on Neil Patel’s blog
3. Search Engine Optimisation (SEO)
Search engine optimisation is the process of optimising your contents in order to improve the visibility of a website or a webpage in a web search engine’s unpaid results. The interesting part of this technique is that it is free. These source of traffic is often referred to as organic, natural or earned traffic as stated by Wikipedia.
MOZ defined SEO as a marketing discipline focused on growing visibility in organic search engine results. Now, we have an idea of what SEO is.
A lot of people mix up search engine optimisation and content marketing.I also did when I started learning digital marketing. I will save you the stress of solving this yourself like I did.
Content marketing and SEO have some things in common , but there are differences between the two.
Content marketing is about creating contents that are fully optimised for search engines and also optimised to make the content valuable to the target audience.
Neil Patel (CEO of QuickSprout, Ubersuggest, Crazyegg, Kissmetrics), differentiates this clearly with this simple analogy:
“SEO is narrower and more technical”
“Content marketing is broader and more holistic”
He went ahead to explain it from another angle by saying:
SEO makes demands, content marketing fulfils these demands. SEO became a term used on the internet since the year 2000. It was during the period when there was fast growing numbers of people using Google.
This is not my concern; your concern is to know how to optimize your conten for search engine in order to leverage the search engine and obtain organic traffic. If you have the best content on a topic and it is nowhere to be found on the first page of search engine then it is as good as not writing any content at all.
As a beginner, generating organic traffic could actually help you get started with marketing your business online. There are some terms you need to know in order to be grounded in SEO.
Why did I say so?
Because I have written this guide, having a beginner in mind without little to no knowledge of online business and digital marketing.
1. Keywords: These are ideas and topics that define what your content is about. In terms of SEO, they are words and phrases that searchers enter into search engines to find your content. – MOZ. Keywords are those things you type into search engine box and search on google. These keywords are very important to digital marketers. With these keywords, we plan how well to target them for the growth of our business. In the SEO words, experts have divided keywords into two, which are
Short tail Keywords and Long tail keywords
• Short form Keywords
Short tail keywords as the name implies are keywords that consist of a single word or double words and sometimes three words.
Examples are: “marketing”, “digital marketing”, “blogging” etc. These set of keywords are mostly dominated by websites with high PR/Domain authority which are big and established websites.
Examples of these websites are Copyblogger, NeilPatel, Mashable, Shoutmelloud, and other sites that have been in existence for about 5 years.
• Long tail keywords:
Long tail keywords are keywords that contain more than three word, or three. These keywords often come in the form of questions. Examples are: “what is digital marketing”, “how do I optimise my blog post”, “how to start a blog”. These types of keywords are easy to target by small and young blogs. These are the type of keywords that can drive sales and traffic to your blog or product page.
Because, these keywords depict the way people talk and so, you can easily rank for keywords that solve your audience problem.
Assuming you search, “How do I rank my blog” on google, and clicked on the first result which is Hubspot blog, you get to learn how to rank your blog post and also introduced to a tool that can help you optimise your post for search engine.
How does this affect sale?
If you are to buy a SEO tool, you would most probably love to buy from the blog where your needs were first met.
Why? Because, you have a some feeling of satisfaction and trust as if you know the brand or blog or so long. This is because your immediate needs were met and you found a resourceful information on the blog.
2. Domain Authority
Domain authority is a metric calculated and introduced by MOZ. MOZ defined it as a search engine ranking score developed by MOZ that predicts how well a website will rank on search engine result pages (SERPS). Domain authority score ranges from 1-100 with higher scores corresponding to a greater ability to rank on search engine.
Big websites have high domain authority which helps them to outrank smaller blogs.This is why smaller blogs are being bullied by big sites. There are sites that have a domain authority of 100 such as Google, MOZ, Facebook, etc.
These two terms are very important in search engine optimisation. They are the basic terms you need to understand . Your understanding of how these two terms operate will go a long way in helping you.
There are a lot of things you must do inorder to fully optimise your post for search engine. Few of them are:
• Optimise your header’s tag
• Add your keyword to your content title
• Make your blog post permalink well optimised by ensuring you have a keyword placed there.
• Expert also suggest you write a lengthy blog post of about 2000+ words
• Also when talking about SEO, you are basically talking about domain authority which means, you need to build your domain authority.
Your domain authority accounts most for your search engine rankings. If you have a good domain authority, you have a better chance of ranking well on search engine.
Domain authority can be built by engaging in some rigorous and technical practices. Yes, rigorous and technical. These practices require you to spend most of your time on other blogs while building your backlink.
You might wonder what backlink is?
Backlinks are incoming links to a webpage. When a webpage links to any other page, it is called a
backlink. Backlinks are very important in order to build a good and high domain authority. Backlinks are not easy to obtain from popular blogs, so that is why I said rigorous task.
Backlinks can be collected through different ways which can take time. But, some people buy backlinks?
Yes they do, but they cannot stand the test of time because when caught by search engine they will be severely penalized. That is why I strongly recommend you avoid taking risks that provide short term satisfaction and rather take risks that provide long term satisfaction.
Building your domain authority is imperative. Neil Patel discusses this well. He is an expert in content marketing and digital marketing. I recommend you Neil Patel’s blog posts.
Search engine optimisation is not a day’s job, neither does it provide immediate result but it is something worth doing or a must-do for any online businesses. This is a means of generating free traffic. But if you want a quick result, continue reading on.
3. Search Engine Marketing
This is for online businesses hungry for quick ROI. This is a pay-per-click marketing. As it name goes, you have to invest by doing a paid adverts. There are a lot of pay-per-click ads network but google adwords is a leading ads network and the most popular ads network.
How does it work?
In search engine marketing, you run a paid advert in which your ads are displayed on search results, blogs, and other ads publishers.
When a user clicks on your ad, you pay the ads network which also pays it publishers. This could be expensive for small startups but has a quicker ROI if done rightly.
What do I mean by Rightly?
Just because you are paying to have your business seen by many people does not mean you will get that result. It also requires you planning and strategizing your ads in order to have your ads seen by your target audience and not a general audience that will not generate the kind of sales you expect.
In deciding how to run your paid adverts, you have to target a specific keyword you would love to have your ads attached to.
In selecting the keyword, you have to select a keyword that satisfies these conditions:
• It targets your real audience or prospects.
• Has a lower cost-per-click
These types of keywords are mostly long-tail keywords. This is why you should never neglect the role of long-tail keywords in the growth of your business.
How to Build a Perfect Pay-Per-Click plan
In building a perfect plan for your search engine marketing, you have to ask yourself different questions before implementing and running your ads. These questions are what are called adjectival questions.
• What do you plan to achieve after your campaign?
• Who are your audience?
• Where do your target audience meet online?
• What is your budget?
• When is the right time to start?
4. Social Media Marketing
When last did you log in to any of your social media account? The thing is many people use social media religiously.
What do I mean?
Have you ever been in a situation where by you had to compromise and do something that is against your faith or belief?
Your breath and heart is filled with the feeling of guilt, battling rigorously with your conscience. Feelings like “why did I do this?” feels our mind. That is exactly what social media does to our pretty conscience.
You feel incomplete if you have not checked your facebook feed, messages, instagram fees and other social networks. It becomes part of you.
Well, I do not use social media.
I will be the first to say “congratulations” , because once you are infected with these terrible disease, it takes self-discipline to recover.
I am not saying social media is not good, but you have to use it to your own advantage. Someone
once said: “Some people thought out of the box to create social media, but some started using it and stopped thinking”. You see the implication and consequence of lacking self-discipline.
Digital marketers use this social media addiction to engage their target audience with interesting and controversial contents that will help them build their brands and increase their revenue.
You have to learn how to use social media to your advantage and not permit social media to lead you. This is what we call self-discipline.
Social media is a place to people share interesting things, controversial and entertaining stuffs.
So, to become an expert in social media marketing, you must learn the act of writing stories that play with your audience emotions while reassuring them you are real and also an authority in your niche.
Images, videos, infographics are your best friends because they pass your message faster and are also attractive.
I am presently writing an e-book on how to generate sales and traffic with social media marketing, if you are interested kindly comment below.
In order to ensure an effective social media marketing, you need to focus on one particular social network. Why is this?
This is because, social media marketing is very vast and utilizing all social media networks at once would not benefit your business as a beginner because each social network is also vast and requires time to understand each one of them work.
In order to decide which social network is right for your business, you need to understand the scope of your business, who your prospects are, where they meet (be it facebook, twitter, instagram, pinterest).
For instance, a person running a fashion business will find instagram and pinterest a better marketing tool compared to facebook and twitter.
This is because each tool has its own basic function the marketing world. Your duty is to find which is best for you.
This is a to-do in any social media marketing tool you decide to use.
• Make use of images well, as they attract your audience better.
• Make use of videos
• Try to be interesting and not boring
• Provide value to your audience.
5. Email Marketing
This is the very last on my list. Email marketing is a way of keeping your clients and audience coming back to your blog or making a regular purchase of your products.
Have you ever received an email from businesses and blogs you have subscribed to, notifying you of latest blog post or deals?
Sure, the answer is yes. This is email marketing. It is a way of keeping your audience and not losing them to your competitors.
Email marketing is the act of sending a commercial message, typically to a group of people, using email. – Wikipedia.
Email marketing helps you interact eith your audience while promoting your brand and increasing sales.
As stated by experts, your email must have an appropriate call-to-action. The call-to-action could be to buy a product, visit a page, review a product, etc.
Email marketing can be used to increase conversion, because those who you mail are actually interested in your service and product.
Digital marketing is not just a tool but an asset every business must have. It is what you need in order to harness greater traffic, conversions and sales. This has been a very long journey, if you read this to the very last paragraph; I congratulate you.
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Hey!, I’m Akinduyo Eniola. Here’s my space on the internet, where I write about business and marketing. I share my experiments on this blog. That said, my other identity is a freelance content marketer. I write for B2B and SaaS companies.