In this modern day, a successful marketing strategy will require the use of digital marketing. Traditional marketing on its own will not cut it anymore. Traditional marketing refers to any marketing that is not done online. Digital marketing on the other hand covers search engine optimisation, search engine marketing, social media marketing, email marketing and websites. Before delving into how to create good digital marketing campaigns, let us break down the digital marketing terms above.
You may have great content, interesting titles, and wonderful graphics but you need to let Google know you have these. You can do this through Search Engine Marketing (SEM) and Search Engine Optimisation (SEO). SEM is done through paid advertisements, while SEO is an organic search method.
Search Engine Marketing
Paid Search is another digital marketing strategy you should be using to get consumers onto your website. This is done in a pay-per-click (PPC) method that puts your website as an advertisement at the top of the search results list. By doing so, it ensures that whoever has entered a search query with specific keywords matching yours would see your paid search advertisement. What makes this pay-per-click method even better is that as the term states, you pay each time someone clicks on your link.
Where does your paid search ads appear? It can appear on google search by appearing at the top or bottom of search results. It can also appear on websites that your customers visit listed on the Google Display Network. These includes Youtube and Blogger. (Source: Google).
In the case of the ad above, Kate Spade used google ads and included site links which allowed users to jump to different parts of the website. This is a method you can use to pull customers to specific categories, especially if there is a sale or a new product you want to make known to consumers.
Search Engine Optimisation
Search engines are platforms such as Google and Yahoo – although Google is the go to option for 90% of the world (Source: Internet health report). A digital marketing strategy for this would be Search Engine Optimisation or SEO in short. Having a well-designed SEO strategy ensures that you get the most amount of traffic through the search engine.
There are a few ways you can do that; which is to categorise as on-page optimisation and off-page optimisation. On-page optimisation are the actions taken directly on your page and the content produced. Off-page optimisation are actions that happen off your website that could direct traffic to your website.
On Page Optimisation
There is something that Google does called “crawling”. Crawlers scour the internet looking at content. Once that content is found, it stores information in an index which is a gigantic storage space for content found on the internet. After a user enters a search query, Google starts ranking your content based on its relevance to what has been searched.
There are a few elements on your page that you can control to ensure that Google will have an easier time crawling and would determine your page as well optimised.
The factors you can control on your page would be:
- Meta-data: This includes the title, description, heading/sub-heading and title of the images you are including in your content.
- Well written content: You can keep this optimised by keeping your keywords up-to-date through keyword research using Google Analytics and Google Trends
- Social Sharing options: When you include options to share your content across social media, it increases visibility which in turn will support off-page SEO as there will be links drawn to it.
Off Page Optimisation
- Link building: The more quality links, the better your search ranking. The term used for this is “backlinks”. When you build strong backlinks to other websites and have links leading back to you, it builds up your domain authority.
- Social Sharing: This combines the idea of link building and social sharing options. When you share your website or content across other social media platforms, you increase the number of links leading to your website. It would be even better if other platforms share your link on their website, as once again – will lead to a higher domain authority
With more than 3.8 billion people on social media, companies are rushing in to figure out how they can stand out (Source: We are social). Social media is a popular digital marketing term we often hear. At the same time, social media agencies for start-ups and SMEs have been popping up over the years, and for good reason too! On the other hand, social media can be a different world from traditional marketing, with the high level of consumer interaction being a significant difference. Marketing strategies must be tweaked to include video marketing, lead generation and the short attention span of consumers. Furthermore, companies have a new tool which is influencer marketing to further extend their branding.
A key to ensure you actively engage and maintain your consumers attention is a content calendar. When structuring your content calendar, you should indicate the frequency you will post on your platforms and a topics to focus on.
The best thing about social media is that you can introduce advertisements to bring your consumers through the social media sales funnel using different types of advertisement campaigns. When setting up your advertisement campaign using Facebook Ad Manager, you are able to choose the objectives of your campaigns and the money you spend will be used to meet those objectives.
Setting Objectives for Social Media Ads
Below are the different campaigns you could run at different stages of the social media sales funnel. If done correctly, you could end up with a community of loyal customers!
- Awareness: Creating awareness is when you inform social media users of your brand and letting them know that you are out there. You can target demographics within your target audience as well as the lifestyles of your target audience.
- Consideration: Let’s say you’ve got a healthy following and now you want your followers to purchase your service/product. This is when you share more details on your social media copy or in your creative. Most importantly, this is where you retarget users who have visited your website or have interacted with your content.
- Action: The success of your awareness and consideration campaigns would lead followers to this stage of the sales funnel. They will feel convinced to purchase your product/service. At this stage, you could offer incentives such as discounts to followers who have viewed your previous ads. This will work as that push that is needed to get them to purchase.
- Engagement: Now that you have successfully converted your follower into a customer, you don’t want to end it there. Continue to follow up with them and target advertisements that are in the same category or complement their purchase.
- Advocacy: Turning customers into advocates would be the biggest success story for your campaigns. Brand advocacy can be done through reviews or testimonials, it also adds to the credibility of your brand. You could use this to build on your customer base. Or, use these testimonials for your next retargeting campaign.
Similar to social media marketing, email marketing is a good way to communicate directly with your clients. This is an underrated tool that you should add into your marketing strategy. Why? It is the most effective way to generate leads and turn them into customers. According to Optimonster, email’s click through rate compared to social media’s engagement rate is 3.71% to 0.58%! (Source: Optimonster). Email Marketing can also be used to support your social media sales funnel. This is especially during “Consideration” campaigns and follow-up campaigns to keep your customers engaged with your business.
We got the basics covered! Now you have a clear understanding of the different pillars of social marketing and a good introduction of what can be done to support your digital marketing strategies.
With all these new Social Media and Search Engine tips that you have learned today, you’re ready to optimise your current digital marketing strategy. Still not sure how to navigate the digital marketing world? No worries! Palinoia Marketing has your back and ready to help you out by providing our digital marketing services. Check out our services here!