Updated: 7 Essentials of Digital Marketing

Updated: 7 Essentials of Digital Marketing

1. Responsive Websites Studies show that businesses that have well-executed mobile websites are more likely to attract prospects than businesses that don’t. Up to 40% (or more!) of your website visits are going to be via mobile device. You can do a dedicated mobile site, or a responsive site. Most experts believe it’s best to have a responsive website which uses media queries to determine the screen size of the device accessing their content, and automatically adjust to fit the screen. 2. Search Engine Marketing (SEM) SEM includes two activities: search engine optimization (SEO) which involves earning visibility organically within search engine results, and paid search which involves paying to be visible within search engine results. Both activities have the same objective – to increase visibility by occupying the top spot within search results.

SEO To launch an effective SEO campaign, start by conducting keyword research that identifies which keywords your prospects are using on the web. Once you’ve done that, you’ll want to use those keywords across various sections of your website, particularly your blog. In addition, you’ll want to organize the structure of your website so that it is search engine friendly. Try this platform to help you define your keywords http://keywordtool.io Paid Search Paid search operates on a pay-per-click model, where the advertiser pays only when someone clicks on their ad. Search engine algorithms determine where your ads will be displayed based on what you’re paying for the ad (your bid) as well as the ad’s quality score (which is based on a number of factors including how many people clicked on the ad, and the relevancy of the landing page to the keyword). If you want to launch a paid search campaign, you’ll usually use the same set of keywords as you did on your organic search campaign. The majority of paid search campaigns are run on commercial search engine platforms, with the top three being Google, Bing, and Yahoo.

3. Online Display Advertising With display advertising, marketers have the benefit of targeting audiences based on website content, geography, and device types. To launch an online display campaign, begin by determining your goals and objectives. Is the goal of the campaign to increase awareness about a new product or service? Or are you interested in getting people who have visited your website in the past to come back again? Answering questions like these questions will help you identify clear goals and develop a sound approach. Next, you’ll choose key performance indicators (KPIs), which will help you determine whether the campaign is a success. Typical KPIs for display ad campaigns include impressions served, click-through-rates (CTRs), cost-per-click (CPC), and conversion rates. Next define your target audience. Start with all the basics – age, gender, income level, etc. But don’t hesitate to go much deeper and get into behaviors and psychographics. For example, are members of your target audience sports fanatics? Do they drink wine? Are they responsible for a global enterprise, or a small local company? Do they sell to government? Once you’ve completed the targeting exercise, you’ll want to buy ads that will be seen by your prospects and customers. Display campaigns are typically priced on a cost-per-thousand (CPM) basis, which denotes the amount you’ll pay for 1,000 ad impressions. 4. Social Media Over the past couple of years, social networking platforms have also evolved into robust advertising platforms. This means you have the ability to run extremely targeted campaigns on these platforms, and ensure that no advertising spend is wasted. The most popular websites for both earned and paid marketing are Facebook, Twitter, LinkedIn, Instagram and Pinterest. Each one of these tools has its strengths and weaknesses, so be sure to review your objectives before launching a campaign on any of these platforms. Don’t forget the Rule of Thirds to balance your content do you don’t bore people to death. http://www.vmcg.co.uk/blog/vipers_social_media_rule_of_thirds 5. Video A video ad typically plays before, during or after the content an audience intends to watch. You can make the video ads clickable so that they drive more traffic to your website. In addition to paying to run ads marketers can also create and distribute their own videos as part of their content marketing strategy. In fact, one study found that 80% of site visitors will watch a video, while only 20% will read a full blog post. 6. Mobile Marketing Mobile marketing targets users on mobile devices such as a tablets or smartphones. Many marketers feel that developing a mobile app is absolutely essential to reaching and engaging with their customers via mobile. However, there are easier and far more effective channels to reach your target audience on their mobile devices. These channels could include: • A mobile website • Mobile search • Mobile display ads • In-app display advertising Implemented together, these make the perfect starting point for any mobile marketing campaign. Just as is the case with desktop paid search and display campaigns, mobile campaigns can be tracked and optimized in real-time. Another burgeoning form of mobile marketing is proximity marketing or location based. Proximity marketing involves wirelessly delivering marketing messages to a mobile device within a specified space. Apple’s iBeacon, Samsung’s Proximity and Hotspot Revenue’s TalkingWiFi are good examples of proximity marketing platforms. When running a mobile marketing campaign, you’ll have the choice of different technologies to reach consumers. These include SMS, MMS, Bluetooth, mobile applications, the mobile Internet, and social media. Short MessageService (commonly referred to as SMS or text messaging), which is particularly popular among retailers who use it to send customers promotional offers, app development, and push notifications in text, which display messages on top of a user’s mobile screen. Multimedia Messaging Service (MMS) lets you add multimedia to the ad mix. 7. Email Marketing Email marketing is an essential part way to retain the attention of your customer list. Sign up to an automated system that ensures you comply with the Data Protection Act! Create templates that support your brand and distribute a balance of content to keep your contact list interested. Send out your email marketing at frequency that is dictated by your content and not arbitrary diary dates. The frequency and content should be informed by reviewing your analytics. What was most popular? Time of day? Day of week? Have I missed anything?