Digital marketing disassembled part #2
– the digital marketing toolbox

In the last section, we broke down the concept of marketing and focused on the changes when it went from traditional to digital. With this new frontier, we now must build a plan to turn people from an unaware prospect into a paying customer and then into a loyal customer.

Let’s see what tools we can use to achieve this. There are a variety of digital tools to choose from. Let’s look at some of those.

Jul 9, 2021

Organic “free” marketing tools
Organic marketing tools are tools that you can use to build up your online presence and get traffic organically. You can do “free” things like make a free social media page, create content, and optimize your website. However, these things take time and knowledge, so they are not truly free. As your business grows, it can be worth the investment to pay for experts to provide these services. You may not see direct returns on these first few tactics, but they are valuable tools for building your brand.
Website

This is your store. Ultimately this is where you want prospects to end up. It is here that they can convert from a prospect into a paying customer.
Our primary goal is to drive traffic to your website. We want prospects to click on the ad or link through to our website. The techniques described below are ways to get potential customers in the door and primed to buy.

Social media
Content
These are things that you can create. Alternatively, you can share other people creations with your audience. Content is things like:
  • Written material (blog posts, e-books, white papers)
  • Images and graphics (photos, infographics)
  • Videos
  • Sound clips
Content does a few things for your business
1
It gives your audience a reason to look to you

2

It helps search engines to find you
3
It builds your audiences trust and liking of your business
When creating content, it is vital to focus on your audience. Content should offer value to your audience. Content can be
Entertaining

Entertaining content can make them feel good. When associated with your business, it can build liking towards it. People buy from people they like.

Useful

Useful content can educate or help your audience. This generates goodwill towards your business also. Educational content is a powerful tool because it can set your business up as a credible authority. People buy from people they trust and like.

Promotional

Promotional content can be a great way to show your audience your products or special offers. Testimonial can also be promotional. These add social proof to your business. Customer reviews show potential customers the good experiences that other customer had. Social proof can build trust towards your business and further encourage sales.
Do you see the pattern here? Content helps your business become liked and trusted. These two ingredients are potent when it comes to making sales. That’s why it’s powerful to remember to bake these things into your content.

Even if you don’t have time to create your own unique content, curating other useful or entertaining content can still make your audiences pay attention to and like your business.

Hybrid marketing tools
These tools are venturing into the spend money to make money territory. The organic tools can help build your brand, but the following tools are where we start to see direct returns on investments.
Search engine marketing (SEM)

 

When someone wants something online, they search for it using a search engine.

Search engines are a powerful tool for driving traffic to your website. Search engines provide high-quality traffic. High-quality traffic is traffic that has a higher intent to convert. They are high quality because they are already interested in what you do and are seeking it.

There are two ways to use search-engines for marketing your business.

 

  • You can pay to appear in the top search results (paid search)
  • You can optimize your website to be found by search engines in the free results. (Search engine optimization/SEO)

    Search engine optimization
    is doing things to your website that makes it easier for search engines to find. It is a complex skill that will be expanded on in later articles. SEO is something that people can learn to do, and you don’t have to pay for the traffic. However, SEO is quite complex. Hiring a service that specializes in this discipline can be well worth the investment.
Search engine marketing (SEM)

 

When someone wants something online, they search for it using a search engine.

Search engines are a powerful tool for driving traffic to your website. Search engines provide high-quality traffic. High-quality traffic is traffic that has a higher intent to convert. They are high quality because they are already interested in what you do and are seeking it.

There are two ways to use search-engines for marketing your business.

 

  • You can pay to appear in the top search results (paid search)
  • You can optimize your website to be found by search engines in the free results. (Search engine optimization/SEO)

    Search engine optimization
    is doing things to your website that makes it easier for search engines to find. It is a complex skill that will be expanded on in later articles. SEO is something that people can learn to do, and you don’t have to pay for the traffic. However, SEO is quite complex. Hiring a service that specializes in this discipline can be well worth the investment.
Digital advertising

Digital advertising is paying for space to put your promotional message. Digital advertising allows you to target your ads to the audiences you want. Data collected also gives valuable feedback on your performance.

Digital advertising can be used at the top of the funnel to make people aware of your business. It can also be used to retarget prospects who have already visited your website and nurture their interest.

There are different forms of digital advertising, such as

Paid Search

This is paying to be the top paid search result on a search engine. Popular search engines are Google, Bing and Yahoo. These ads are text ads that link to your website or landing page.

Display

This is paying for the space on the sides or tops of websites. These ads can be visual or video. The websites are part of a display network. The owner of the site gets paid by the network to allow the ads to be displayed there. Google is one of the top display networks.

Social media

Social media advertising are ads displayed on social network news feeds or featured in other ways the platforms display their content, such as stories on Facebook or Instagram.

Video advertising

These ads display during video content such as Youtube.

Mobile

Mobile ads are displayed on apps and in app stores like the Apple app store.

Shopping ads

These more direct ads can be found on display networks, social media or in search. They include the price and a direct link to buy the product.

Mobile marketing

When talking about digital marketing, it’s hard not to include mobile marketing. Most internet, social media and email activities are conducted on smartphones. 54% of all web activities are done on smartphones. Because of this, it is important to make sure all digital marketing activities consider mobile-first when conducting all marketing activities.

With mobile and digital tied so closely, one more form of marketing ties in very well.

SMS marketing

SMS marketing is marketing through text messages. Even though this falls a little bit outside of the digital categorization, it is not something to forget about.

SMS marketing has a vast reach and high success rate

  • About 5 billion people worldwide can send and receive text messages
  • SMS ads have an average click-through rate of 19% compared to 4.2% for email (which is still very good)

In addition to SMS smartphones with internet access have digital advertising that is optimized for mobile devices such as

  • Advertising in mobile games
  • Location based marketing such as finding local options when searching
  • Click to call or click to text ads

There are other digital marketing tools and techniques. These are the most commonly used ones. Knowing these tools will provide a solid foundation for understanding the digital marketing ecosystem.

Knowing these tools will provide a solid foundation for understanding the digital marketing ecosystem