Marketing as a whole is a business practice in which a product or service is promoted with the end goal being increased sales and a return on investments. Digital marketing agencies take the ideas and strategies from traditional marketing methods (such as newspapers and television advertisements) and repurpose them. Digital marketing utilizes Internet-based platforms, such as Google and Facebook, to generate visible marketing goals and ROI.
In our previous post, we covered some of the nitty-gritty details about how marketing has evolved. The purpose of this blog? Giving you a better understanding of how digital marketing works, behind the scenes. Similar to traditional marketing, there are trends and patterns that seem to work best. Algorithms are constantly changing, more tools become available daily, and the tracking/adjusting can happen almost instantaneously.
So, what do we do with this?
Having access to such clear data can be a bit overwhelming at first. Take a look through any Google Analytics page and you will probably end up scratching your head in confusion. That’s where digital marketing agencies step in. By carefully analyzing the data, we are able to formulate strategies. These strategies can include:
Google Ads/Cost Per Click(CPC)
There is a ton of detail and planning that is involved when using Google to run ads and promote your business. Adjusting certain keywords and phrases allows the opportunity to get the best results for the best value. Some phrases/keywords are highly sought after and expensive. In this case, we can tweak them to find a better fit at a lower cost. Google Ads has an incredible interface, allowing you to check information on nearly every aspect of your campaign. Cost Per Click is rather self-explanatory, it is literally the cost you pay each time a link is clicked under your campaign listings. Launching a solid campaign requires a lot of attention to detail if you want to get the best results without breaking the bank
Best Times to Post Content
This might seem pretty straightforward, but this is an area a lot of people struggle at. Should it be 8 AM or 5 PM? Monday? Saturday? Honestly, this can vary from platform to platform. While Facebook might be best Tuesday at 10 AM, Instagram might be better to post separately Wednesday at 12 PM, even if the posts are identical. This is because of fluctuations in internet traffic. This type of data is important for digital marketing because it allows the greatest reach and results from each post.
Tailoring Content to the Desired Demographic
You wouldn’t wanna target a back to school ad to people out of school. . . right? Fortunately, we have the ability to target specific groups. So if you wanted, you could target only people in college. Ages 18-25, who live in Green Bay, WI, and need affordable college textbooks. Advertising can be expensive, but if you’re getting a solid ROI, it’s absolutely worth it. That’s why targeting is so important, to make sure your advertisement money is allocated to the right end goal.
Platforms to Use
Hope you’re not camera shy, at least not if you plan on using Youtube to help promote your product/service. Youtube is excellent for promoting products with a video. Facebook and Instagram are generally used to post pictures with captions but can link to Youtube videos as well. Combining all three is an excellent way to boost your businesses content and specials. Considering there are literally billions of users between the three, knowing how to successfully utilize these platforms can be the pinnacle to making or breaking a business venture.
Upsell Upsell Upsell
Get the product in their hand, then give them more. Great businesspeople will have you buying the product before you even realize it, and then buying more once you do. This is essentially the entire purpose of digital marketing. It’s not enough to just get people to your website.
What do you want them to do when they are finally there? Purchase your product. Having a call to action is a good start, but that’s just scratching the surface. There is a multitude of ways to approach generating sales, but sales funnels and landing pages are arguably two of the most popular and effective methods.
A sales funnel represents the course of actions that will be taken in order to generate sales, generally starting with awareness and ending with action. The top of a funnel is the first touch point with a customer, typically an ad ran on Facebook or a similar platform. This ad would then funnel the customer into one of many different funnel types.
Depending on what you are offering, some types of funnels may be better than others. Knowing the proper way to funnel your website traffic is necessary to reach the desired sales figures. This process was taken to another level by funnel genius and creator of ClickFunnels Russell Brunson. For a deeper insight into this concept, check out this video of him speaking at 10X Growth Con.
Have you ever clicked on a link and been taken to a page with coupons or product advertisement? That’s a landing page: a website, usually consisting of hyperfocused content about the offer that was advertised, created to help convert visitors into customers. One notable difference between a regular website and a landing page is that most landing pages will not have navigation along the top bar. You are most often linked to a landing page from Google searches and Facebook ads.
Landing pages are a major tool to help guide sales in an upward fashion. It is important that these pages are very enticing, usually consisting of a deal or contest; as this encourages visitors to follow your established funnel. However, keep the prize or special offer within the realm of your product, or you may end up with a lot of entries purely interested in the prize rather than your product.
Some people love writing endless emails, but let’s be honest here, most of us hate it. Luckily we live in the era of digital marketing, which has convenient tools that keep our email time to a minimum. These emails can be targeted in multiple ways, so you can select a group or an individual depending on your intent. A couple of very popular options for sending automated emails are MailChimp, Klaviyo, and Active Campaign. The intent of automated emailing is to drive conversions, build customer engagement and loyalty, and ultimately save time.
Have you seen the checkbox when you purchase an item online stating “check here to sign up for our weekly email”? That’s a prime example of enrolling in a companies email list. Emails are an effective way to send information and product offers to any amount of people in a convenient manner. Although this does save countless hours of precious time, the email listings will need to be regularly updated and maintained for accuracy.
The Ease of Digital Marketing
What is tough about tracking traditional marketing is there are often many variables left out. Not because of carelessness, but simply because they cannot be tracked accurately. Digital marketing, generally, does not have this issue. Every penny spent, every email opened, every link clicked can be tracked precisely. There are products available that keep all of this information in one spot for you as well. This creates a sort of peace of mind. Every result is at the tip of your fingers, and any adjustments can be made on the spot. This way, you know you’re getting the best possible ROI and results. Digital marketing removes a lot of the burdens of traditional marketing and is cheaper on average as well.
Professionals at Work
Digital marketing is a very complex process where many different systems and technologies need to work together in order to have maximum impact. Professionals spend countless hours perfecting their craft and are constantly learning new tools and best practices. They take the time to learn the in’s and out’s of everything covered in this blog. They learn how to formulate strategies, make revisions, and implement a plan that is nearly guaranteed to bring forth positive results.
Digital marketing might seem like something you could learn to do yourself and keep your hard earned money in your pocket. However, once you begin digging deeper, you’ll start to realize that there is a reason digital agencies exist. These topics and the best way to implement them are constantly changing. You will make more money by hiring the right agency as opposed to trying your hand at running things yourself. If you want to see true growth, focus on doing what you love. Run your business, and leave the digital aspect to the pros because this is what we love. We’re here to ensure we both get paid, as well as saving you the headache of trying to understand all the complexities of marketing AND running a business.
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