What is Digital Marketing and How to Use for Your Business? Before knowing how to use digital marketing, you must first know what digital marketing is. Digital Marketing or digital marketing can be defined as all marketing efforts using electronic devices/internet with various marketing and digital media tactics where you can communicate with potential customers who spend time online. There are various accesses for potential customers to be able to see your offer, such as websites, blogs, social media (Instagram, Whatsapp, Line, etc.). From some access, they will communicate to you.
In the world of digital marketing, you can make prospective customers interested in your offer. You can make advertisements, email marketing, brochures online, and more.
Digital Marketing Tactics and Examples
The best digital marketers are those who have a clear picture of how each digital marketing campaign he has supports the purpose of his offer. Depending on the purpose of their marketing strategy, digital marketers can make larger campaigns through the free or paid media that they have.
For example, a content marketer can usually make a series of blog posts that function to invite. Social media marketers function to help promote blog posts through paid and organic posts (not paid) on social media accounts. The task of email marketers is to create email campaigns to be sent to prospective customers to be interested in the offers offered.
The following is a brief review of some fairly common digital marketing tactics and the media involved in each marketing.
Search Engine Optimization (SEO)
This is the process of optimizing your website to get a higher “ranking” on search engine results pages, increasing the amount of organic (or unpaid) traffic your website receives. The useful FF media from SEO include:
This term shows the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, acquisition of prospects, and customers. The media that can be used for your marketing content strategy include:
- Blog Posts
- Ebooks and Articles
- Online Brochure
Social Media Marketing
In practice, it is promoting your brand and content on social media to increase brand awareness, control traffic, and generate prospects for your business. The media that you can use in social media marketing include:
PPC is a method for driving traffic to your website by paying for every click. The commonly used PPC is Google AdWords, which allows you to pay, and get the top slots on Google searches at the price of “per click”. Other media that you can use to run PPC are:
- Facebook Ads
- Twitter promotion Tweet
- LinkedIn Sponsored Message
A type of advertisement where you can promote other people’s offers or services on your website. There are several Affiliate Marketing applications, namely:
- Video ads hosting with Youtube.
- Uploading affiliate links.
Native Ads refers to the main advertisement containing content displayed on a media platform along with other non-paid content. One of BuzzFeed’s sponsored posts is an example that you can follow, but there are also many people who consider advertising on social media doubtful “authenticity” – Facebook ads and Instagram ads, for example.
Marketing automation refers to software that functions to automate your basic marketing operations. Many marketing departments can automate repetitive tasks that they should do manually, such as:
- The composition of social media posts
- Update contact list
- Leading workflow
- Campaign report
Some companies use email marketing as a bridge to communicate with customers. Email is often used to promote content, price cuts, and events. And direct potential customers to visit your website. There are several types of emails that you can use to do email marketing campaigns, namely:
- Followers of the blog bulletin
- Follow up on e-mail visitors who download something
- Email greeting for customers
- Holiday promotion for member income programs
- Similar tips or emails for consumer care
What Does A Digital Marketer Do?
Digital marketers are responsible for lifting brand ( brand awareness) and collecting customer data (lead generation) through all the free and paid media used. This media includes social media, your website, Google, email, advertisements.
Digital marketers usually focus on making work methods or work systems marketing with digital systems / online. Digital marketers who are responsible for SEO, for example, measure “organic traffic (visitors who come to your website without paying)” your website from the number of website visitors who visit your website through search.
Digital marketing is divided by several marketing roles, in small or large companies requiring the role of each digital marketing. So there are several roles that exist in Digital marketing, namely:
- SEO Manager
KPI Standards (Performance Indicators): Traffic Organic = people who come to your website without paying
In short, SEO managers have the Goal to increase the ranking of your website on Google. Using a variety of approaches to optimize ranking on search engines, this person might work directly with content creators to ensure the content they produce performs well on Google – even if the company also uploads this content on social media.
- Marketing Content Specialist
KPI Standards: Set the time schedule, overall blog traffic, subscribers to Youtube media accounts.
Content marketing specialists are creators of digital content. Where to create interesting content so that your offer can be desired by prospective customers. The content can be in the form of writing, images, or videos.
Content marketing specialists also list what content matches your offer, and ensure that content can be launched for campaigns.
- Social Media Manager
KPI Standards: Number of Shares, Followers, Likes, Views
The task as Social Media Manager is to develop strategies to upload content on social media to communicate directly to prospective customers. Starting from distributing articles, videos to whatever is needed by prospective customers.
Social media managers usually work with content marketing specialists. The way it works is that what makes content is a team of specialist content marketing while to spread the content in charge is a social media manager.
- Marketing Automation Coordinator
The marketing automation coordinator helps to select and manage software that allows all marketing teams to understand your prospective customer behavior and measure the growth of your business. Because many marketing operations can be run separately from one another, it is important for you to be someone who can group these digital activities into individual campaigns and track each campaign’s performance.
Does Digital Marketing Work for All Businesses?
Digital marketing can be used for any business in any industry. Regardless of what your company sells, digital marketing still requires a customer persona (an overview of your customer’s bidding target) to identify your prospective customer needs, and create interesting and helpful online content. However, every business has a way of implementing digital marketing strategies in different ways. For example, such as the application of digital marketing in the following business types:
B2B Digital Marketing
If your company does a business-to-business (B2B) system, a digital marketing system will be centered on collecting lead generation data. Therefore you need an attractive marketing strategy to produce quality customers for your sales people.
Outside your website, you can focus your efforts on media focused on businesses such as LinkedIn, where the majority of your customer demographics spend their time online.
B2C Digital Marketing
If your company is business-to-consumer (B2C), depending on the price point of your product, the possibility of your digital marketing efforts is to attract people to your website and make them become customers without needing to be through sales people.
Therefore, you might not fully focus on customer data collection (leads), but rather focus on building a customer journey from when someone enters your website until they make a purchase. This means that your product features are more significant than B2B businesses, and you may need to use stronger Call to Action.
For B2C companies, platforms like Instagram and Pinterest are often more effective than business-focused platforms like LinkedIn.
What benefits do you get in digital marketing?
Unlike most offline marketing (Shop), digital marketing allows marketers (marketers) to see accurate results as you enter data. If you’ve ever advertised in a newspaper, you will know how difficult it is to estimate how many people actually buy an offer and pay attention to your ad. And certainly there is no sure way to find out whether the ad has opened up opportunities for all sales.
With digital marketing, you can measure ROI (Return on Investment) from almost all aspects of your marketing efforts. What is meant by ROI itself is a measure/quantity used to evaluate the efficiency of an investment compared to the costs and initial capital issued.
Here are a few examples:
Measuring Website Traffic
With digital marketing, you can see the number of people who have seen your website pages for a number of times using digital software. You can also see how many pages they visit, what tools they use, and where they come from, and so on.
This knowledge helps you prioritize which types of marketing media spend a lot of time and are more efficient, based on the number of people using the media to page your site. For example, if only 10% of the audience comes to your website (traffic) that comes from organic search (without pay), you know that problem requires free time in SEO to increase the percentage.
- Also read: Top Digital Marketing Courses in India
With offline marketing (shop), it’s hard to know how many people are interested in your brand/brand before they interact with a seller or make a purchase.
With digital marketing, you can identify trends and behavior patterns of your customers before they reach the final stage of their purchase journey, Checkout. This means you can make the right funnel about how to attract them to your site’s pages and buy your offer
Measuring Content Performance and Collecting Leads
Has it ever occurred to you when you distributed flyers, that after sharing you don’t know how many people opened your brochure or how many people were not interested?
Now imagine that you have the brochure on the pages of your site instead. You can measure exactly how many people see the page where you uploaded the brochure, and you can collect the contact details of who downloaded it. As a result, you can not only measure how many people are involved in your content, but you can also collect quality customer prospect data.
What type of digital content should you make?
The type of content you make depends on the needs of the audience at different stages of the buyer’s journey. You have to start from creating a customer person, or in another sense your target audience profile. (use this free template, or try ( makemypersona.com ) to find out what are the Goals / Challenges and Challenges facing your target audience. The purpose of your online content should be to help fulfill their goals/desires, and overcome their challenges.
Then, you also need to think about when your target audience is ready to receive the content you make related to their stages in their customer journey. This is usually referred to as content mapping.
With content mapping, the goal is to target content in accordance with:
- Characteristics of someone who will consume it (that’s where the customer person comes)
- How close is the person to make a purchase (their position at the customer journey).
The following are 3 types of Market and Assets that can be used at each stage of their buyer’s journey:
Awareness Stage (Cold Market)
In short, Cold markets are people who have not known the offer you offer. You can collect cold markets through assets:
- Blog post. Good for increasing organic traffic when paired with strong SEO and key strategies.
Because it’s very easy to share, infographics work to increase your chances through social media when other people share your content. (Insert sample infographic image).
- Short video. Again, this is very easy to share and can help your brand/brand be found by new audiences by uploading it on platforms like YouTube.
Audiences who don’t know you yet, but know the people who are related to you.
You can attract this warmer market through an endorsement of you from the people they know.
Stage of Consideration (Warm Market)
Warm Market is an audience that already knows you (has already entered your e-mail list, subscriber) but hasn’t purchased your offer/offer.
You can collect warm markets through assets:
- Ebooks It is good to generate prospects because it is generally more comprehensive than blog posts or infographics, which means someone is more likely to exchange their contact information to receive it.
- Research report. This is a piece of data that has high value and good content to generate prospects. New research reports and data for your industry can also work for the Awareness stage because they are often taken up by the media or the industry press.
- Webinar. Because they are a more detailed and interactive form of video content, webinars are an effective format for content consideration because they offer more comprehensive content than short blog posts or videos.
Hot Decision Stage
Hot Market is an audience that already knows you and has bought your offer/offer.
You can collect hot markets through assets:
- Case study. Having detailed case studies on your website can be a form of content that is effective for audiences in the warm-up phase who are ready to make purchasing decisions because this helps influence their decisions positively.
- Testimonials. If case studies are not suitable for your business, having a brief testimonial around your website is a good alternative. For B2C brands, think about testimonials a little more loosely. For example, if you sell fashion clothing, testimonials can be photos of how other people arrange clothes or dresses they buy from you with your branded hashtag (hashtag).
Do You Need a Big Budget for Digital Marketing?
The answer depends on what elements of digital marketing you want to add to your strategy.
If you focus on techniques such as SEO, social media, and creating content for pre-existing websites, the good news is that you don’t need a lot of budgets. The main focus is to create high-quality content that your audience wants to consume, except if you plan to save time, the only investment you need is your time.
Conversely, like online advertising and e-mail list lists, there must be some costs. What does it cost depends on the type of visibility you want to receive as a result of the ad.
It is important to remember that in the digital world it is very broad so to get a lot of customers, you have to start with lots of ideas on content marketing. Make sure the content of marketing goes well with, also pay attention to your competitors what they display on the idea of content. And don’t forget to get in touch with your potential customers through social media marketing because they are interconnected. You can be sure you will succeed in making a successful business with digital marketing. Thank you.