It has become common practice for most websites and online shops to ask for your contact details, mainly your email and social media accounts. This provides businesses a way for them to constantly communicate and stay connected with their client base while also giving them an avenue to promote their latest offers and sales. This business process is called Digital Marketing.
Digital Marketing has a lot of intricacies to it, earning it a variety of names like Internet Marketing, Online Marketing, Social Media Marketing, Email Marketing, Content Marketing, etc. The thing is that all of these are just parts of the many steps of Digital Marketing. Digital Marketing, unlike traditional marketing, uses online platform like social media sites, websites, blogs, etc. to market a specific service or product. One of its benefits is to provide businesses a great way of connecting with their clientele and maintaining a relationship with them.
Digital Marketing also differs from Traditional Marketing as its methods are really customer-centric. The main job is to get your customers happy while also increasing the chances of conversion of prospects. Digital Marketing allows concepts such as Respect, Trust and Interest to blossom between the two parties, allowing their audience to enjoy their services and ensuring Brand Loyalty.
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Digital Marketing Lexis
There are a lot of technical terms that you will come across when dealing with Digital Marketing. It will be good for you to research a little bit before committing to something.
Landing Page
A landing page is a page that your audience lands on after typing in a link or clicking on one. Â One of the main purposes of the landing page is to make an impact on the viewer, by using enticing content like promotional sales, discounts, or vouchers.
CTA (Call To Action)
A call to action is simply a request for further action after viewing your content. Its purpose is to urge a customer into making a decision that will benefit the business. This could be as harmless as subscribing to the social media page or blog, requesting for a free quote or to actually buying.
Analytics
Analytics refers to the data you have collected, in order to examine results, such as the amount of traffic you are getting. This is vital for you to get valuable insights for your company
SEO (Search Engine Optimisation)
SEO is about using certain methods of producing content, i.e. writing content specifically designed to climb the ranks within a Search Engine’s results page (Keywords).
Keywords
Keywords are words and phrases that people would type into the search engine to look for whatever it is. Keywords are used for SEO purposes within your content to climb the rankings.
Conversion
A conversion is what happens when a prospect lead turns into a client by responding to your Call-to-Action technique.
Content
Content is used to increase online visibility to the target audience. It is whatever you create with the intention of sharing online to your audience or prospective customers. Â Blog Posts, Online Articles, Emails, Videos, and Product specification tables are all content. It is a good way to develop a good reputation, trust, interest and to demonstrate your authority over the industry
Sales Funnel
Sales Funnel is a figure of speech that is defined as the steps taken after interest has been sparked. This is an outline of the next steps your leads have to go through to reach conversion.
CRO (Conversion Rate Optimisation)
Conversion Rate Optimisation is the use of meaningful data and relevant insights to improve your rates of conversion.
PPC (Pay Per Click)
PPC is the use of a Pay-Per-Click advertisement. It’s a type of advertising done online where you pay for each visitor that clicked on your site through the advertisement.
Influencer
An influencer can be a person or a group with a large amount of influence/audience within a niche so any form of representation from them on your behalf such as an endorsement is extremely effective!
What is the difference in purchasing behaviour between the B2B and the B2C?
An individual purchasing a product or availing of a service is a different story from when a business avails of the same kind. There are a lot more to focus and work on, on a B2B perspective. There will be a lot of hurdles to make a sale on a businesses. However, the amount paid is really worth it. It goes without saying that B2B and B2C salesmen have different tactics related to their field.
Establish Yourself (Your Business) To Create Connections
Get familiar with your audience by establishing yourself in the various social media platforms available to you, i.e. Facebook, Twitter, Instagram and YouTube! The great thing about these platforms is the fact they are free to use, both for you and your leads. You can upload content on a regular basis to keep your audience interested.
A blog is an effective way to garner interest, especially if you can get some of the behind the scenes that conveys what your business is about. Blogs can adopt various tones as long as it aligns with their branding message. They can be serious, authentic, comedic or even aloof!
Types of Content To Share
Digital Marketing is really all about the customer. What you want to do is present your clients with a solution for them to think that you care for them. What are the common problems that your clientele face that you can help with? Maybe you can find out some commonality between you and your target.
The next content you want to share are promotional events like sales or huge discounts. Your audience would love to get their hands on cool vouchers. Even if they weren’t meaning to buy, they might because of the imagined savings.
The rest can be basic stuff on events occurring the future or the release of a new product or service. However, the focus must be on creating useful and relevant content whether it be a video, infographic, blog post, article etc. As long as it’s meaningful content and might bring in customers, post it!
Last, start using PPC advertisements that lead to your landing page, other businesses can get to know you this way.
1. Micro Conversions
There are two types of conversions: Hard and Soft. Hard means that the customer wishes to purchase or has answered a CTA to be put in touch with a sales agent to assist them with a quote or a sale.
Soft, on the other hand, is considered a micro-conversion. An example of this is where your prospective customers take an interest in your business through the agency of your content. i.e. videos, articles, on social media where they have become your follower and sharing your any of your various content.
2. Converting your prospective customers.
After all the content you have posted, meaningful and helpful all that effort will pay off. Your business has demonstrated the expertise, know-how and trustworthiness. Post promotional content, special offers, sales etc.
Next, talk to your customers! Not many would have made up their minds on the spot so they will have a few questions, which are typically business related. Or approach different organisations with the offers of free trials for your particular service! Offer to arrange a meeting vis-Ã -vis (if this option is available).
3. Customer retention, get them to stay!
Having a customer is great, having a customer return to make more purchases is even better. Digital Marketing is good for getting your customers to stay. There are ways you go about doing this. First utilising social media to your advantage. Next is emails, stay in touch with your customers, get them familiarized with offers!
4. Gain their loyalty
Utilising the advantages of Digital Marketing, ingrain loyalty in your customers by reciprocating this can be done simply by showing appreciation for their business!  You can offer premium content, products, services that are only exclusive to long-term customers.
5. Brand Advocates
A loyal, satisfied and happy customer is a perfect candidate for becoming your brand advocate. With Digital Marketing, there are ways you can do this. Put them in the spotlight and give them the publicity they deserve, i.e. profile them on future content such as a blog post, or article etc.
Show them off, by sharing their content and promoting in your following. Â The gist of this is by putting the spotlight on them to represent your business in a positive way.
