Digital Marketing for Beginners
Digital marketing is more than knowing how to run a Facebook ad campaign or conduct SEO research. It’s a set of skills and a way of thinking that, when taken holistically, can add incredible – even business-changing – insight to an organization, no matter how small.
What Does a Digital Marketer Do?
What Is Digital Marketing?
Digital marketing is the act of selling products and services through channels such as social media, SEO, email, and mobile apps. Basically, digital marketing is any form of marketing that involves electronic devices.
What digital marketing does for a company depends on the goal of each type of marketing content, which includes increasing brand awareness and industry authority, boosting web traffic, and increasing overall leads and revenue.
Marketing your company online is a big deal these days. After all, internet usage has more than doubled over the past decade, and this shift has massively affected how people purchase products and interact with businesses.
Common Digital Marketing Assets
Almost anything can be a digital marketing asset, meaning any marketing tool that you use online. That being said, you may not realize how many you have at your disposal. Here are a few examples:
- Your website
- Branded assets (logos, icons, acronyms)
- Video content (video ads, product demos)
- Images (infographics, product and company photos)
- Written content (blog posts, eBooks, product descriptions, Help
- Sections, “learning center-type” content or online courses)
- Online products or tools (SaaS, calculators, interactive content)
- Social media pages
As you can probably imagine, this list only scratches the surface. Most digital marketing assets will fall into one of these categories. However, clever marketers are constantly coming up with new ways to reach customers online, and the list keeps growing.
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What Does a Digital Marketer Do?
Digital marketing has its own industry niche where the required qualifications go beyond basic marketing strategies and creative skills.
If you are considering entering the digital marketing industry, understanding the skills required and what digital marketers do is a good place to begin.
The Digital Marketer Defined
In general terms, a digital marketer is responsible for using digital channels to generate leads and build brand awareness. Digital channels include:
- Company websites
- Social media
- Search engine rankings
- Email marketing
- Online display ads
- Corporate blogs
Beyond this, the digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels. In this role, you can be responsible for all aspects of a company’s digital strategy or just focus on one.
Smaller companies tend to have one general specialist or manager while corporations can spread the responsibilities around to an entire team or even across several different departments.
The overall skills and areas of expertise for a digital marketer include:
Video: It’s hard to catch people’s attention online.
Stats show that video increases engagement while ranking higher on Google. You don’t have to become a video producer but instead, focus on the basics of creating a video. Having an understanding of how to write scripts, use the platforms and apps to create videos, and what works in videos will add to your appeal when applying for digital marketing jobs.
SEO & SEM: Online searches drive digital ads. You have to understand search engine optimization (SEO) and search engine marketing (SEM) in order to work in the field.
You don’t have to worry about the back-end techy stuff here. It’s more about understanding the importance of SEO and the best practices used in the industry. That is the 101 of any digital marketing campaign or content management initiative.
Understanding how SEO and SEM affect your online efforts will allow you to work with the rest of a digital team without looking like you are in the wrong business.
Content Marketing: Content is what is used to attract and engage customers whether it is a website, video, social media or blogging.
It can also entail anything people can access online such as whitepapers, case studies, how-to booklets, and more. Understanding the aspects of content, how it is created, how it is effective, and how best to use it will provide the wealth of information needed for just about any digital marketing role.
You will have to understand how best to use content to help a business meet their goals including social media. Depending on what level of work you are seeking within the digital marketing industry you will also have to understand content strategy and analysis.
Data & Analytics: Google Analytics is central to many facets of digital marketing.
You can track reports, but what is more important is how to use the information you find. Monitoring campaigns and applying findings based on consumer behavior will allow you to come up with better solutions that will increase conversions and drive traffic. Gathering and using data is also essential as the data collected by today’s businesses is like a gold mine that has to be used in innovative ways to collect and retain new customers.
Design Thinking: The user experience is the key to successful digital marketing.
Design thinking is crucial as it teaches companies how best to engage customers, but beyond that, it ensures that their online experiences are simple and effective. That can include using online shopping sites, accessing information, and other things your company might offer to customers including customized apps.
How To Become A Digital Marketer?
How To Start Career In Digital Marketing? Simplilearn
This video on “how to become a digital marketer” will help you understand who is a digital marketer, how to become a digital marketer, salary of a digital marketer and 5 best digital marketing certifications.
A digital marketer is responsible for developing and managing marketing campaigns in order to achieve company goals, and he/she also utilizes web analytics tools to measure and optimize campaigns. After watching this video, every individual will be able to understand the concept of becoming a digital marketer.
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Digital marketing professional must-do’s
It can be a tall order to decisively master all of these, but that’s not actually necessary. Rather, the digital marketing professional should be capable of adapting and growing. Let’s take a look at some examples of habits and activities that digital marketing pros should always engage in to guarantee positive results for the business.
Exercising every channel available is key to increasing the breadth of your marketing efforts. This will ensure you reach the maximum number of people, capture the largest amount of leads, and convert as many customers as possible.
The primary channels that digital marketers should focus on are:
Pay-per-click Advertising (PPC)
Social Media Marketing (SMM)
ROI of a successful digital marketing program
Digital marketing ROI involves much more than the up-front payback of standard banner ads, organic content marketing is also a major player in the digital marketing space.
Digital marketing reaches customers beyond advertisements.
Seventy percent of internet users want to learn about products through content versus traditional advertisements (MDG, 2014).
Digital marketing drives content marketing. The top five B2B content marketing tactics are social media content (92%), e-newsletters (83%), articles on your website (81%), blogs (80%), and in-person events (77%) (source).
Digital marketing is vital for SEO. The first organic search results on Google account for 32.5% of traffic share for a search term
Planning, implementing, and optimizing your digital marketing program
Begin the launch of your digital marketing program by first determining your audience and goals, and then putting in place metrics to ensure you’re always improving.
Step 1: Identify and segment your audiences. Today buyers expect a personalized experience across every touchpoint. To do this, you must understand their demographic, firmographic, and technographic attributes as well as how to address their questions and pain points.
Step 2: Establish goals and measurement strategy. Use audience information to determine personas and get a clear view of their sales journey to establish your goals and measurement strategy. Important metrics include impressions, reach, clicks, click-through rate (CTR), engagement rate, conversions, cost per lead (CPL), effective cost per thousand (eCPM), as well as back-end metrics like return on investment (ROI), return on ad spend (ROAS), first- and multi-touch attribution, and lifetime customer value (LCV).
Step 3: Set up your adtech and channels. Ad technology can take some time to navigate, so make sure you have the right data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPS), and ad exchanges in place before you get started. Align your team, communicate everyone’s objectives, and show how their channels fit into the big picture of digital marketing.
Step 4: Launch and optimize. Digital marketing can be used for acquisition, nurturing, building customer loyalty, and branding. Review metrics regularly, so you can know where you are excelling and where you need work to become a leader in this high-impact, high-demand space.
Steps to Building a Results Focused Digital Marketing Campaign
A digital marketing campaign has many moving parts that all work together to grow your business.
Once you get your campaign up and running with advertisements, email automation, and sales funnels you will be able to…
From defining your goals and budget to setting up Facebook and Google advertising it’s a long road.
But we’re here to give you the best advice, tips and tricks to building your next digital marketing campaign.
Apply these tips to your digital marketing campaign, or contact our expert team and we’ll be an extension of your marketing department.
- Define your goals
- Define Your Target Market
- Develop Personas
- Define Your Budget
- Choose The Channels You Want to Use
- Do Keyword Research for SEO and PPC
- Set up Ads on Social Media Platforms
- Manage Your Social Media Profiles
- Formulate an Email Marketing Strategy
- Set Up Remarketing
- Craft A Blogging Strategy
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Marketing vs. Digital Marketing: Which Is It?
On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?
The term “digital marketing” doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.
Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, engage, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.
How to Create a Digital Marketing Strategy for Beginners
Pillars of Online Marketing
The world of online marketing has grown, and today there’s clearly more than one way to market your website on the internet.
The good news is that though these areas are separate marketing categories, they can all work together to achieve your goals and grow your business.
Online marketing can be categorized in 6 main disciplines:
The creation and publication of useful content designed to attract, educate, and maintain your target audience.
Also called advertorials, native advertising is a type of online advertisement that resembles the editorial content of the website or publication they’re promoting.
Pay-per-click (PPC) advertising
PPC is a marketing strategy that involves online ads. Advertisers pay each time a user clicks on one of their ads.
Search engine optimization (SEO)
This is the practice of improving a website so that it becomes search engine friendly and brings organic traffic to the website.
Social media marketing
The practice of promoting a product or service on social media platforms. This is typically done through a social media management platform.
A marketing approach that uses email as a way of marketing to and nurturing potential and existing clients.
How to Create a Digital Marketing Strategy in Steps
Now that you know a little about the different types of online marketing tactics, it’s time to learn the basics on creating the strategy.
From personas to the right tools, there are plenty of big and little things that can help or hinder your digital marketing strategy’s success. Here’s the foundational work you need to make sure your strategy works well, including our favorite tools and software.
Step 1: Create a Customer Persona
Previously, digital marketers collected qualitative and quantitative information about the target audience that included age, gender, occupation, interests, and location. The definition of the potential customer has been taken to another level recently, with buyer personas taking over. Now, the most effective marketing strategies are incomplete without them.
Buyer personas are a term used to describe the ideal customer that can be defined by surveying and contacting the pre-defined target group. To define your own buyer persona, you can make use of online tools like MakeMyPersona and Persona Creator.
Step 2: Identify Your Goals and Tools
Every professional marketer knows how important this stage is. Without goals, the strategy simply will not work, so defining them is your main task. Make sure that the goals you developed are suitable, and make them measurable.
Example of a weak marketing goal:
Increase the conversions on the website next year and create two promotional offers.
What is wrong with this goal? Right, it is non-measurable! How one can measure the progress using this goal?
Here is how it should have been formulated:
Increase the conversions on the website by 20 percent in the first quarter of 2020, and create two promotional offers: free marketing report and a marketing book. Have them online by February and March respectively.
There, measuring the progress becomes possible now.
Step 3: Focus on Blogging
Creating high-quality content is important for any digital marketing strategy. Blogging is one way to create quality content for a site and expand your content marketing strategy. This key aspect of the strategy performs some critical functions, including bringing more traffic to your website, reinforcing social media presence, positioning against other companies, and ranking all those long-tail search queries and keywords.
If you have a regularly updated blog that the visitors find useful, it means that your website will be easily found through the search engines and can be used as a platform for your marketing campaign. If you don’t have capacity to tackle blogs in-house you can looking into blog writing services for support.
Effective Content Marketing
You can’t simply write just any content, or follow a “spray and pray” method. You need to be strategic about what you write about, what words you want to own, have an SEO keyword strategy in place, and think about continuous optimization of your content.
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