Digital Marketing Basics
Where to start
Trends and 101
In a world that has been digitalized; it would be a massive disadvantage for a company or an individual with service offers to not understand and harness the power of Digital Marketing.
There is a misconception that having a website means that you are playing in this space. No depending on your product / line of business, a website is but the tip of the iceberg. Better said, a well-structured website that is compliant with basic fundamentals of digital marketing… is the tip of the ice berg.
What exactly is Digital marketing?
This is an umbrella term used for all methods of online marketing, through various online channels.
Why is digital marketing important?
Consumers in this day and age depend highly on the internet and thus the way you market has a massive impact on your business, despite the size of the company or what your product offerings are.
Consider this fact that 95% or adults check their phones first thing in the morning and before going to sleep. Most of these people are on things surrounding social media. So it would be a great advantage for all business to, in one way or another, advertise on these platforms.
- On average, 10 000 People are exposed to brand messages daily.
- 92% of companies first refer to a website before considering purchasing or doing business with another company.
- 97% of people go online to find products or services.
- 93% of ALL online experiences begin with a search engine.
- 86% of people lookup business on google maps.
20 years ago an ad in a newspaper sufficed and served its purpose. Today you would be lucky if anyone purchases the newspaper that you advertised in.
What are these channels and how can we use these for maximum output?
A few of the Channels for digital Marketing are:
- Search Engine Marketing
- Pay Per Click
- Social media and Video Marketing
The Channels mentioned all fit into a certain structure. This structure at all times must be adhered to for maximum efficiency.
- All of the above are necessary for SEO and SEM.
- The top three are necessary for Video and Social interest
- The last 4 are used in PPC Web design and Content marketing
- And the last 3 are used for email and remarketing of the product / service.
AS previously mentioned, most people dive into a website with no solid concept, or real plan. Content is not often thought through and a few pictures here and there are uploaded.
There is an interesting fact that 53% of mobile consumers will no proceed further into a site, if the site does not load within 3 seconds.
A secure website is better indexed and generally taken more seriously than those that are not secure (https vs https)
All websites need to be responsive on ALL Devices accordingly.
Your Contact information should be available on the site, within viewing at any given time.
Before building a website, one should consider whether the website will be that of Branding, or One for lead generation.
The difference between these are the following:
- A branding website is more suited for a startup or business with little to no resources to fund a lead generation website.
- The business just needs the branding and digital footprint, business is brought in by other means (word of mouth, government tenders etc) and thus the website is just a digital business card.
- The branded website stays static. There is no real movement or frequent updates to the site.
Lead Generation Website:
- This website needs time and money invested into it.
- Frequent updates are published in the form of blogging or Vlogging.
- There is a repository or knowledge base which again, is updated frequently.
So to summarize the key aspects of a Lead Generation Site:
- You have to have a marketing model in place
- There must be a strategy for content management
- You have to have an offer strategy
- Typically, you would want a central place for storage of content on your site
- A blog / vlog is crucial
- SEO is a big must
- Professional Business Domain / Email is important
- Social media must not be forgotten
- Brand your site and all other social pages’ links etc., the same
- Analytics is non-negotiable.
Of course there are many other things we could dive deeply into on the website side, however time does not allow for this and the facts mentioned are the bare basics to develop a good website.
SEO and SEM
Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
SEO and SEM go hand in hand. Although SEO is a branch off of SEM, it is arguably the most reliable and profitable digital marketing tactic.
Google indexes and web crawlers search for sites that are relevant in a google search. If a site is static, the indexing is not as powerful as that which is updated on a regular basis. This tying in with SEO, using relevant tags and categories, you can be certain that your website will appear on the first page of a google search.
SEO is the single most important tool, after content on a website. It’s pointless having content, if it does not pass SEO standards, outlined very simply with a popular plugin Yoast. Absolutely everything that you put on a website is fine tooth combed. From the headers, to footers, to meta data, tags, categories, and readability.
This needs to be done in a very unique manner, crawlers do not pick up pictures nor do they just “read” what is on a webpage. Thus in SEO there are certain aspects that need to be adhered to for the crawlers to know what the pages are all about.
Facts as to what a crawler looks for in SEO:
- Secured sites
- Mobile Friendly sites
- Website Content Quality
- Website content length
- Page Speed
- Domain Age
These are but some of what a typical crawler would look for, list extends to about 200 things that they look for as signals.
Leads from a website that is done with the correct use of SEO have a close rate of 14.6%, compared to 1.7% for print ads.
Pay per Click (PPC)
There is a difference between paid for search ads and PPC. Paid Search ads are the ones that come up first on a google search with the word next to the website name. Paid Search ads are generally triggered by a keyword.
There is an average of 41% of people go to the top (first) of the paid search ads. 75% of people say that paid search ads make information easier to find.
With PPC, there are an array of strategies to go by, these are:
- Paid Search Campaigns
- Social media campaigns
- Google ads
- Youtube Ads
- Display ads
- Shopping ads
Using PPC, studies have shown that in the U.S , for ever $1 spent, a business makes $2 using google ads.
Video and Social Marketing:
Social and Video marketing
Social Media Marketing refers to any marketing activity done via social media platforms.
Currently 7 or of 10 consumers EXPECT business to have a social media presence, and 17% of those actively use social media to obtain information.
The top social media platforms used for marketing are:
Organic reaches on social media is dying though. When marketing on these platforms, one now need to use paid for social ads to get the reach that they intend to.
Video ads is surpassing social media marketing at a very high speed. Here are some facts regarding video marketing:
- A video is 50 times more likely to get organic page ranks in Google than plain text.
- People feel more confident in making a purchase of a product after watching a product video
- People watching videos on a site stay, on average, 2 minutes longer and are 64% more likely to make a purchase.
- Studies have shown that webpages with video have a much lower bounce rate than webpages with plain text.
- After google, YouTube is the biggest search engine.
- Videos are a fraction of the price of tv commercials, yet do the same thing with boosting brands and building trust relationships with consumers.
Videos need to be short, really short. Consumers don’t like long winded things. In so saying, you need to strategize how to get the most into your video, in under 50 seconds
All of the fore mentioned are extremely powerful tools, if used in the right way. All of this, however, is not worth being done if there is no tracking and analytics.
One needs metrics in place to see whether the campaigns are reaching people, what level of interaction is there, is your website pulling traffic toward it.
What are your conversion rates?
You see with all that we have gone through here today, it would be a massive waste of money to do all of these things and then simply not compile data to see if you are using the tools in the best way, and also if the desired sales are pulling in.
On a website platform we use tools like google analytics to pull these stats. FB has its own interface; Google Analytics ties into youtube. These tools would not be so widely and freely available if there wasn’t a valid use for them.
We will be diving much deeper into Websites and different sorts of websites with a blog for each… Every second day.