Digital marketing strategy: a framework for success

     

It was in October 1994 when the first web-based banner ad was born courtesy of an advertising campaign for AT&T. The copy read: “Have sầu you ever clicked your mouse right HERE? YOU WILL”. In the four months that followed, 44% of internet users had actually clicked on it, giving the company heaps of advertising mileage.

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The publishing of that ad, which is now better known as display ad, has been referenced as the earliest form of digital sale. Then again, display ad is only part and parcel of the entire digital sale industry.

Almost three decades after the launch of the iconic banner or display ad, the industry has evolved beyond ads. It now encompasses a wide range of internet-based strategies using digital kinh doanh channels lớn deliver nội dung & promotional offers.

Understanding Digital Marketing Channels

Digital sale channels are platforms that you can use lớn reach your target audience with information about your br&, product, or service. Utilizing these channels allows you to lớn help your customers with any questions or challenges they may have while positioning your business well so that you can be a step closer khổng lồ your marketing goals.

Not all digital marketing channels are cut out for each và every one of your business objectives though. Some are more suitable for certain types of audiences, while others are phối up differently depending on what they’re capable of doing. As such, you must know which digital sale channel lớn use and then implement the best practices khổng lồ achieve sầu a particular goal.

Effective Digital Marketing Channels

Websites (Content Marketing)

Your website is a must-have tool for your business as it provides you with a dedicated platkhung where you can educate audiences about your br&, products, & services. This requires a solid understanding of your target audience và an effective content marketing strategy.

Whatever the kích cỡ of your company, a trang web can give your business the online presence it needs khổng lồ communicate and/or sell lớn prospects. In fact, another study showed that69%of Americans have sầu purchased an vật phẩm online. Whether your business is concerned with e-commerce or it’s something that’s more service-oriented, be it B2C or B2B, you should definitely invest in a trang web.

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HubSpot Website

Your website is an ikhuyễn mãi giảm giá channel for yournội dung sale campaigns. Through blog posts & announcements, you can provide existing và potential customers with valuable & relevant nội dung to help them solve their pain points. Because websites have multimedia capabilities, you can easily distribute different types of content—from articles to lớn infographics, and even video clip.

At the rate that people are consuming content, having the right mix of these top-performing nội dung types can exponentially increase your site traffic and engagement. Ultimately, this can result in better br& recognition, authority building, & new sales opportunities for your business.

How Your Website (Content) Can Help You Increased organic traffic. People will naturally gravitate to lớn your trang web for high-unique, relevant, và insightful content that displays your thought leadership. Lead generation. When people come to your site, it means they are interested to find out more about your sản phẩm or service, making them potential customers for your business.

How to Use Websites: Best Practices & Top Strategies

Create content assets in various formats. Certain types of nội dung are more effective sầu for a particular stage in the buying cycle. For example, you should reserve sầu hàng hóa videos for audiences in the consideration funnel & not when they’re barely starting khổng lồ be aware of your business. Promote your nội dung via social truyền thông media & email marketing. Promoting your nội dung makes it easier for audiences to find it—& possibly mô tả it with others in their network.

Related Content: The Beginner’s Guide khổng lồ Content Marketing, Content Marketing Resources, Every Blog Content Format You Can Create, và Free Content Marketing Tools

Email

There are several reasons why it’s so hard to lớn dislodge gmail as a channel that delivers medium lớn high ROI for your business, but the one thing you can’t take away from gmail is its versatility. Although email may not be the newest công nghệ available, it allows you khổng lồ apply the lachạy thử trends in nội dung marketing, such as personalization and automation, without hurting your marketing budget.

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Halloween sale tin nhắn from Uber

Email also has the ability khổng lồ tư vấn other sale objectives, so it’s no surprise that 73% and 63% of B2B marketers say that email is their top tool for generating leads and driving revenue, respectively.

Beyond lead generation và revenue, tin nhắn helps you in many more ways as follows:

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Social Media

Social truyền thông media sale is on this danh mục for some very worthwhile reasons, but this isn’t just about social truyền thông users reaching the3.81 billion mark. From being a channel that people use to lớn establish personal connections, social media has evolved into lớn something grander, bigger, and better than what it was originally envisioned to lớn be.

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Sonos using the power of social selling on Twitter

These days, you can reach out to lớn potential buyers by engaging them in a more personal & authentic fashion. As such, it’s easier khổng lồ direct your efforts toward organicsocial truyền thông marketing since the platform was initially designed lớn foster interactions rather than sell to your prospects.

You must invest time in cultivating relationships with your target market as you try to lớn underst& the needs and interests of your buyer personas. Ultimately, this can help you generate highly qualified leads on LinkedIn, Twitter, or Facebook—which tài khoản for driving 80%, 13%, and 7% of qualified B2B leads, respectively.

Although this can directly drive sầu sales, you should rethành viên that social selling isn’t really about selling at all, so prioritize building a svào, positive sầu relationship.

How Social Media Can Help You Customer engagement. Social truyền thông allows you to build rapport with your brvà followers. With social, you can reinforce your company image by putting names khổng lồ faces and adding that human touch, which makes your brvà more relatable khổng lồ the public. Wider audience range. Social media posts are easy khổng lồ nội dung, opening up word-of-mouth opportunities that can help you grow your audience or customer base. Even better, it doesn’t cost you a fortune for your content lớn be shared. How to Use Social Media: Best Practices and Top Strategies Be original. This applies lớn the topics you tackle & the approach you employ in creating your nội dung. Remember, creativity is a major factor in social engagement. Include hashtags in your posts. Word spreads fast when you use the # tag, allowing people khổng lồ see & jump in the conversation.

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Organic Search (SEO)

Did you know that over 75,000Google search queries are performed every second? Just imagine how many people are searching on the internet! Given that people use tìm kiếm engines for research, shopping, & entertainment, the opportunities for businesses are huge!

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When prospects or customers look for products or services, they’ll tend to go with whoever ranks higher. Standing out from the competition at this stage means that you’ll be capturing new opportunities organically, driving a consistent flow of leads down your sales funnel.

As long as you adoptmodern SEO best practices—từ khóa research, blog post optimization, & linkable content creation—improving rankings on tìm kiếm engines will come a lot easier.

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How Organic Search (SEO) Can Help You Search rankings. Since people are mainly using search engines lớn look for information when shopping for products or services, producing quality & optimized nội dung on a regular basis can propel you on top of tìm kiếm results. Link building. As you start ranking on search engine results pages (SERPs), you can expect backliên kết from high-chất lượng sites khổng lồ follow. How khổng lồ Use Organic Search: Best Practices & Top Strategies Optimize your website with on-page & off-page optimization. On-page SEO includes choosing the right keyword and providing meta descriptions for your content, while off-page SEO involves link building techniques lượt thích guest posting. Together, on- & off-page SEO create signals that Google can use khổng lồ rank your site. Implement local SEO to lớn market your business within your community và nearby areas. One of the ways lớn vì local SEO right is to list your business name, address, và phone number (NAP) consistently across your trang web, business directories, và social media profile as they work lượt thích keyword that help Google & users locate your business.

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Paid Search (SEM)

On the surface, it might seem inconceivable that paid tìm kiếm (also called SEM) will have sầu the potential to lớn give sầu you ROI. After all, you’re paying for each cliông xã you get, unlike SEO, where people find you organically (và technically for free).

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The advantage of using paid search is that your ads are shown above organic search results, making them more visible lớn users. Even if you have sầu to pay for every time a user clicks on your ad, there’s still a lot of value—monetary and otherwise—that can be had from paid search. Being above organic results means you’re still capturing that engaged searcher before they even have a chance to lớn see their other options (your competitors).

For every $1 you spover on Google Ads, you can earn an average of $2 in return. That’s 100% ROI right in the bag. It’s also been found that PPC results gain 1một nửa more conversions than organic visitors. Clearly, paid search could very well represent a win-win situation for your sale campaigns.

How Paid Search (SEM) Can Help You Brvà awareness. Your ads appearing on top of SERPs means instant br& exposure và reGọi for target users. Lead generation and conversions. Just lượt thích with SEO, prospective sầu customers are looking for solutions to their problems but the difference is that SEM involves less work. With SEM, you can target your ads khổng lồ appear in front of motivated buyers based on their demographic or location without the nitty-gritty of on- or off-page SEO. How khổng lồ Use Paid Search: Best Practices and Top Strategies Remarket khổng lồ your audience on Facebook. As the world’s largest social network, you can use Facebook’s resale tools lớn get people who have expressed interest in your ad but weren’t ready khổng lồ buy yet baông chồng to lớn your website. Direct users who cliông xã on your ads to the right places on your website, such as landing pages that contain a contact khung. You can then collect your visitors’ personal information and use it to engage them with your kinh doanh campaigns.

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Mobile

The number ofsản phẩm điện thoại phone usersis increasing by the day, and this trend is expected to continue in the years khổng lồ come. Because of this, it only makes sense lớn serve promotional content lớn Mobile users. And thanks to lớn geo-targeting strategies where location information is used to lớn recommend products or services more conveniently, customer experience can be consistently improved as well.

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The Starbucks Mobile app boasts features that support their sales operations. – Source

điện thoại cảm ứng users are also spending 90% of their Mobile time using apps & games, which makes Smartphone apps a profitable sale channel. Last but not least, Mobile can collect customer data, which you can then use khổng lồ bản đồ out a mobile sale strategy that produces results.

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Display Ads

Display ads allow you khổng lồ use images, audio, & đoạn phim khổng lồ communicate your advertising message better. These are shown on websites, gmail platforms, social truyền thông, và many other digital channels that offer ad placements, usually in the size of a banner.

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Dropbox banner ads have clean designs that drive sầu brvà awareness & draw people in with great USPs. Simple yet effective sầu. – Source

Compared lớn tìm kiếm ads, display ads generally have lower cost-per-cliông xã since there’s more advertising space available across the website than on a tìm kiếm engine. The core difference is that you don’t target keywords. Display advertising success depends on how well you can match your ad to the host website’s audience to lớn drive conversions.

One of the great things about display ads is their ability to track users for retargeting. For example, if a user lands on your trang web and doesn’t convert, you can traông chồng them with a cookie and retarget them with a relevant display ad later on. It should be no surprise to know that with this much contextual relevance, you’ll be generating a lot more conversions at a lower cost-per-cliông chồng (CPC).

How Display Ads Can Help You Brand awareness. Since your ads are distributed via the Google Display Network (GDN), you can gain access to lớn millions of sites across the web, each with their own set of audience. Sales and conversion. When done correctly, your ads can compel visitors to lớn pursue an action that you want them khổng lồ take, whether it’s lớn buy your sản phẩm or download your business phầm mềm. How lớn Use Display Ads: Best Practices & Top Strategies Highlight your unique selling proposition (USP). Let your customers know how your business can help them—whether it’s chất lượng, value for money, brand of customer service, which they can’t get anywhere else. Avoid hard-sell call to action (CTA) phrases. It’s the first time that visitors are encountering your brand, so choose CTAs that focus more on customers’ needs rather than those of your business.

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Factors to Consider When Choosing the Right Digital Marketing Channels

Goal

As a rule of thumb, the channel you choose should be guided by what you want your sale campaign to achieve sầu, whether that is brvà awareness, conversion, thought leadership, lead generation/nurturing, or ROI. You can refer to lớn the previous section contained in this post lớn narrow down the perfect channels for your goals.

Budget

Advertising expenses differ from channel khổng lồ channel. Some offer tools that you could use for không tính tiền, while others can only be used for a fee. Still, some others lượt thích paid search fall somewhere in between with performance kinh doanh benefits, where you only pay when someone clicks your ad.

Target Audience

One way khổng lồ target specific personas is khổng lồ know on which channels they’re most active or engaged. With this information, it’s also easier to lớn come up with nội dung that will interest your audience.

Competitors

If your competitor is selling to lớn customers via a particular marketing channel, you can either (1) go the same route và take advantage of that channel’s existing market or (2) look the other way where there is less competition—although you’ll need to lớn consider too if there’s enough opportunity for you to lớn sell in less popular channels.

Functionality

Depending on the size or nature of your business, you may or may not need all those nice-to-have sầu features that a particular digital sale channel offers. Consider starting with basic features and then scaling things up once you see they’re worth investing in.

Integration

Even if you’re using multiple digital channels in kinh doanh your business, you should be able lớn provide a seamless experience khổng lồ users, where they can move sầu from one channel or device khổng lồ another without any difficulty.

The Best Channels with the Best Results

The various digital sale channels work differently from one another and, therefore, will give sầu you different results. Additionally, what works for one br& might not necessarily work for you. The igiảm giá khuyến mãi scenario is that you test different channels và strategies to lớn see what combination suits you best.

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Take time to measure key metrics& analyze if the results you’re getting are helping you maximize your ROI. Otherwise, don’t hesitate lớn adjust your marketing game moving forward.


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