Foundations of digital marketing
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Some basic things to consider that are the f oundations of digital marketing
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Foundations of digital marketing
- 2. owned RentedEarned Types of digital media
- 4. Define the ideal customer
- 6. Exposure Influence Engagement Conversion transaction Awareness Lead generation Lead marketing Lead conversion & upsell Transaction Post transaction marketing Feedback and remarketing loops
- 7. Google Analytics Canva.com Picmonkey.com Mailchimp.com Surveymonkey.com Paint.net Google Keyword planner Flickr.com One note Free “must have” tools
Editor's Notes
- Digital marketing is the greatest boon ever too come to small business, allows then to communicate with their audience in ways not possible just a decade ago, it has revolutionised what marketing to a small business. Have said that, it is not easy, there is a huge amount to learn. Anyone who says they have all the answers is lying to you, so hold onto your wallet. I am also constantly surprised at how many small businesses do not understand even the basics, the real basics, so instead of talking about my businesses., io am going to go through some of the foundation ideas first, and hopefully fill in so e holes. For those of you to whom this is all old hat, I apologise in advance. First, the website. It is the home of your digital marketing, but it needs an address, the URL and it also needs a block of land, the hosting. These three go together, and are essential. Many of you have a website and a URL, but your email is still Gmail. Reeks of amateur. You can also have a website built on free hosting, but tat similarly is amateur. However, a house without plumbing, in this case, connections to the rest of the web ecosystem will just sit by itself, unnoticed, and without content, or interesting people in it, it is just a shell.
- Owned, your stuff. Your hosted website. Nobody can change it or take it away, Rented media, Facebook LinkedIn, etc. They are platforms owned by somebody else, they set the rules, you have no say. Earned. These are the shares and comment you get. I am tempted to put “likes” here, but that are now too easy, and can be automated. Earned media is when someone sees something you have done and thinks it good enough to endorse it to their networks. Marketing nirvana, and hard to come by.
- Traffic is fundamental without it, noting else matters, therefore the marketing challenge is to generate the traffic, then engage it to a transaction. You have perhaps heard the saying, “The money is in the list” Well it used to be, now it is more “The money is in the list of those who care” you can generate a list, but if those on it do not care about you, they will never interact. So, traffic comes from having good content that gets shared, once it is found. Best way by far. From search, SEO is less important and more technical than it was, but it is still vital to tale every opportunity to optimise your site, pages and content for search. Social platforms are good surces, but organic discover is very small, facebook is <6%. Advertising, can be fast if well done, but obviously costs money. Good thing is you can get an immediate ROI on your investment.
- Now to your customer. Digital maretring is a two edged sword. You can identify exactly who your target audience is, the more exact the better, and target communication to them. Is the power of digital marketing. The flip side is that you must be able to say No, to a lot of seemingly potential customers, becoasye uunless your communication is very specific, it will not get read and acted on. This is very dificult for most.
- The old saying, fish where the fish are. It is perfectly reasonable to have two or three ideal customers, but you need 2 or 3 different campaigns to attract them.
- Digital marketing is a process of finding potential customers, engaging them, and leading them through a marketing sales funnel. Very familiar concepts to any sales person, foreign to most who seem to think that once someone knows about you, they will just buy. This process can be simple, of complicated, depending on who your customers. It is simpler to sell office supplies to a small business, than it would be too sell them on a new way of doing their accounts, so it requires different approach, despite being the same business and the same person. This can be automated, so the sales process is not much easier, you can spread yourself widely suing digital marketing, the sales person who is very expensive, just coems in at the end of the process.