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The Ultimate Guide

What is 
Digital Marketing?

As the power of digital marketing continues to grow, learn best practices, tips, and tricks to effectively leverage digital marketing to grow your business.

Introduction

The term "digital marketing" was coined in the 1990s. The digital era burst with the introduction of the internet and the creation of the Web 1.0 platform. Speaking of which, three decades ago, marketers were beginning to add the word "digital marketing" to their vocabularies and game plan.

It's a trend that began with the advent of the internet and has accelerated with the proliferation of social media and smartphone technologies. However, to streamline or enhance your marketing strategy & accelerate results in the coming year, digital marketing is more vital than ever.

75%

of marketers boosted their company’s credibility and trust with digital marketing tactics.

Digital marketing is a fast-paced industry that has evolved into one of the most crucial tools in a marketer's arsenal. Businesses continuously look for unique and valuable methods to contact people on the web and connected devices, from email marketing to user-generated content to organic and sponsored SEO.

This guide will walk you through all aspects of digital marketing for business: digital marketing, its benefits, importance, and how to build your digital marketing strategy. Keep reading to kickstart.

What is Digital Marketing?

What’s digital marketing? The word "digital marketing" denotes the tailored, measurable, and interactive marketing of products or services utilizing digital technology to attract viewers, convert them to customers, and retain them as repeat customers.

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“Instead of interrupting, work on attracting.”

Dharmesh Shah
Dharmesh ShahCTO & Co-Founder, HubSpot

In 1971, Ray Tomlinson delivered the first email. His technology delivered a platform for users to send and receive information over multiple machines. The term 'digital marketing' was officially given in 1990, where few marketers used to practice this. But, it started rising in 2020 due to the pandemic slump.

The goal of digital marketing is to increase your website traffic, leads, and sales by reaching out to people who are looking for your products and services.

The five types of digital marketing include:

  • Search Engine Optimization
  • Search Engine Marketing
  • Content Marketing
  • Social Media Marketing
  • Pay-per-Click
  • Email Marketing.

How to Reach Your Target Audience Effectively?

As a marketing strategist, one of the most challenging tasks you'll have is how to reach your target audience efficiently. One of marketing's key goals is to get the correct message to the right audience. And, to perform well, you must first learn how to communicate with your target audience properly.

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In my opinion, understanding who your target audience is, and what they want, and writing to them (and only them!) is the most important component of being successful as an author.

John Locke
John LockeAuthor

You'll waste your time and money if you sell your products and services to the incorrect demographic. To sell your products, you must first find out how to reach your target customer. The three easy steps you need to take to reach your target audience more effectively are:

  • Sell people what they need - not what you have
  • Speak to "their" problems and give "them" answers
  • Be visual and entertaining

Be mindful of the time you have to make the most significant impact. It is what separates successful brands from failures. But note here, all of these critical tips to reach your target audience are not possible if you are not leveraging some fundamental lead generation techniques to bring your target audience close to your product/service.

4 Highly Effective Selling Tactics that Work

A new business can't succeed unless it consistently generates revenue (i.e., make sales). Finding techniques to attract and keep consumers is critical in direct selling. Social media has swept the Internet, which has flipped Internet marketers' and companies' usage patterns on their heads.

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To compete in today's business world, here are the four top highly effective selling tactics that work for all businesses:

  • Entrepreneurs must remain engaged and understand their customers, display their items in all of their glory, and never underestimate the power of a strong image.
  • You must interact with your customers more productively to sell your product. Introduce dedicated customer service, online chat, and social media tools to engage your customers.
  • Make it simple for clients to find the products/services you want them to buy on your website.
  • Consumers will easily recognize if your involvement with a cause is only a gimmick, and they will tell you what they think of you.

In a nutshell, engage with your customers and explain why you're in business to them. Following any of these marketing strategies will boost sales, lower marketing costs, and help you develop a successful business.

Top 5 Marketing Strategies for Small Business

Whether you're starting a business or currently have one, you need to build a marketing strategy that favors a robust online presence.

97 percent of people

conduct local company research online, thus meeting potential clients where they spend the most time is critical.

Growing a small business in the internet age isn't easy, though. It's easy to see why you'd be overwhelmed with defining your target audience, promoting your products or services, and getting the word out.

When you add in designing a marketing plan, it can feel like you're learning a new language.

Don’t worry! With the right tactics and channels in place, you can quickly increase brand awareness and generate revenue. Let's look at what should be at the heart of marketing strategies for small business:

What Are The Most Effective Lead Generation Techniques?

When you consider all of the billboards, social media commercials, and internet banner ads targeted at you throughout the day, the figure is certainly in the hundreds. Customers like yourself are becoming more adept at avoiding these overt marketing strategies.

So, where does this leave the digital marketer of today? The answer is, redirecting their efforts towards lead generation channels.

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Marketers must invest their resources in the most effective lead generation techniques to produce successful leads for their sales teams and target an ever-changing and elusive audience.

To reach the intended audience and keep that lead bucket full, every firm must follow and invest in the most effective lead-generating channels. The following are some key lead generation techniques that any business can leverage:

  • Email marketing
  • Facebook ads
  • High-value informative content
  • Create and optimize sales funnel
  • Referral programs
  • Webpages optimization
  • Guest blog
  • Online advertisements
  • Request for feedback
  • Social media marketing
  • Digital marketing
  • Search engine optimization

What is the Difference between Social Media and Digital Marketing?

The difference between Social Media and Digital Marketing is direct: Digital Marketing is a broad term that incorporates all types of marketing activities, whereas Social Media Marketing is a subset of Digital Marketing that focuses primarily on marketing through social media platforms.

Social media marketing and digital marketing are essential components of today's business and brand. You should also be explicit about identifying your brand's voice, whether you use social media or digital.

world-of-marketing

Many people believe that social media participation is not the same as engaging in digital marketing. Several components are included in a digital marketing campaign.

While it usually refers to individual websites, it can also apply to several platforms employed in digital marketing initiatives. Digital marketing comprises various activities, including creating digital products and marketing ourselves online.

SEO vs. Social Media Marketing: The Differences Between Search and Social Traffic

You invest a significant amount of time to build a marketing plan that constantly evaluates what works and needs improvement. You must also keep up with the most recent advancements and innovations in marketing.

How do you know how much time to devote to different aspects of your marketing strategy, such as whether you should prioritize SEO or social media marketing?

While you may want both, your time and resources are limited, so you may need to pick between the two at some point.

social-seo

Along with other techniques like formatting and link development, SEO strategy evaluates which keywords bring the best value. Building online relationships and connecting with your buyer personas is more important than brand knowledge in social media marketing.

While social media helps individuals find new material or businesses that they or their friends might be interested in, SEO allows you to gain traffic from people looking for answers to questions or keywords connected to your business. However, combining SEO and Social Media Marketing can help you get traffic from various places.

How to Market on Pinterest?

You have invested heavily in Digital Marketing but isn't your business on Pinterest? Then pay attention when I say you'll be left behind! Pinterest does generate more sales than Facebook. The question is: How to market on Pinterest?

You're obviously doing something incorrectly if you've already tried Pinterest and haven't seen a spike in traffic. Many companies, in fact, rush into Pinterest without first considering their options. As a result, there have been numerous errors.

But, Worry Not! A good entrepreneur is continually learning from their failures and striving to improve.

Pinterest is all about visuals, but you should do more than just pin images. Here are seven ways to avoid if you want to make the most out of your account. Pinning relevant and valuable content is crucial if you're using Pinterest for business purposes and looking to yield positive results.

  • Not having a high-quality profile picture
  • Using a personal Pinterest profile as a business page
  • Not linking Facebook and Twitter to your Pinterest account
  • Not following other people or businesses
  • Pinning images that are not relevant
  • Using one board for all of your content
  • Not adding a pin description

How to Market on Facebook?

When it comes to marketing via social media channels, most businesses will use Facebook. Facebook is a powerful tool of Digital Marketing that both professionals and individuals can advertise their brands. But again, the question here is: How to market on Facebook?

Facebook users have been increasing at an astonishing rate over the last few years. It can be a gold mine of knowledge, but some individuals don't take advantage of it to its full potential.

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"Facebook is a discovery model platform. Its primary goal is to make the audience happy. So you’ll only get ROI if you create quality content for your audience."

Kelly Hendrickson
Kelly HendricksonFacebook Lead at HubSpot

The worst Facebook nightmare for most small companies is losing the fans they've fought so hard to gain. It's unnerving to think that one mistake may send users fleeing and hiding after you've invested so much effort, resources, and money to turn visitors into customers.

If you don’t want to be one of the failing businesses, look at our list of 7 cardinal sins businesses commit on Facebook.

  • Creating a personal profile for your business
  • Posting just about anything
  • Publishing lengthy posts
  • Over-posting
  • Having several Facebook accounts
  • Posting bad resolution images
  • Sharing your social plans

How to Market on Twitter?

As an entrepreneur, you most likely consider Twitter an essential component of your Digital Marketing strategy. But how to market on Twitter in a result-driven manner?

Being active on the platform can help you build your brand while increasing your visibility. It can also aid in the development of meaningful relationships with your target market.

339.6 million

people can be reached with ads on Twitter

Twitter is a great network that allows you to initiate conversations with influencers, peers, and potential business prospects on the spur of the moment, unlike other platforms like LinkedIn.

However, if it is not done correctly, it can cause you trouble. If you don't want others to squirm at your tweets, avoid these 7 Twitter deadly sins.

  • Random-tweeting
  • Tweetstorms
  • Recycling old tweets
  • Over-hashtagging
  • Don’t repost verbatim
  • Twitter trolling
  • Bad grammar

What is the Importance of Digital Marketing for Your Business?

83%

of worldwide CEOs believe marketing will drive most or all of their company's growth strategy.

Now, more than ever, digital marketing is critical. Because of the importance of technology, digital marketing is an essential component for any business or organization. Take measures today to build, streamline, or enhance your marketing strategy, and your results will soar in the following year.

SMBs with a digital marketing strategy have more options to compete, raise brand awareness, and grow their audience. Attraction, Engagement, and Retainment are some key reasons for the importance of digital marketing. Search engine marketing can assist in increasing the number of times your company is seen. Businesses that use powerful keywords rank 1.5 times higher than those that don't.

David vs. Goliath: How does Digital Marketing help in Business?

Digital marketing help business to grow in a number of ways and many ways can go wrong when it comes to running your own business, and only a few key ways go well, based on your business requirements.

Entrepreneurs must keep involved with their customers and show their products or services in all of their glory. To stay ahead, you need to provide excellent personal service. Make the most of your size by speaking with clients on a personal level about your products and services.

david-vs-goliath

Rather than seeing your size as a drawback, embrace it as an asset. Keep an eye on the social media sites where your customers are talking about you on platforms such as: Twitter, Facebook, Yelp, and so on.

Pay attention to your client's wants and needs; and modify your offerings, products/services to meet their requirements. Use the power of social media to grow your business.

How Digital Marketing Helps Businesses During The Global Pandemic?

In this new normal era, the general public is spending more time on the internet, particularly purchasing things. Upscaling digital marketing activities has proven helpful for many businesses during this pandemic slump.

Traditional advertising is no longer an option. People will not pay attention to these marketing techniques as long as the potential of infection is around.

Learn how does digital marketing help businesses a global pandemic in many ways. Because of today's increased internet activity, the chances of being noticed are high.

In current times, digital marketing assists businesses in staying competitive. Businesses are harnessing the power of digital marketing to acquire the target population during COVID-19. It's still in effect, and there's no chance of it slowing down any time soon.

Digital Marketing and Brand Management - A Perfect Amalgamation

Brand management is a set of tactics used in marketing to boost the perceived value of a product or service. Effective use of digital marketing and brand management creates loyal customers and improves your bottom line by fostering positive brand awareness.

On the other hand, talent management is the acquisition, selection, and retention of employees. It entails a variety of HR activities across the employee life cycle.

digital-brand

Under one umbrella- workforce planning, learning, recruiting, onboarding, employee engagement, and development, performance management, succession, and retention are all covered.

Brand management & talent management are two sides of the same coin, i.e., your business. So, if you want your business to prosper, remember you need to understand how these approaches are closely linked and how they can benefit your business.

  • Getting your brand name heard
  • Giving value to your customers
  • Bringing more talented people on board

Digital Sales and Marketing Strategy for Small Businesses and SMBs

A simple marketing tool can quickly form the basis of a very effective SMB digital marketing strategy. Each "Funnel" has specific base characteristics common to all funnels in general. This is how a funnel is made to prevent everything from pouring out of the tip at once.

A marketing funnel is similar to a kitchen funnel in that it serves the same purpose. What makes one funnel different from another is what you put into it.

The front end of your marketing funnel is the part that grabs people and brings them through the back end. Each funnel is a solid container with no holes.

  • Establish your campaign goals
  • Engage with your audience on social media
  • Create personalized email campaigns
  • Make calls-to-action (CTAs) clear
  • Leverage video content

What is an Effective Channel Sales Strategy?

A channel sales strategy allows you to market your products and services with the support of third parties. Channel sales tactics are frequently implemented as part of a company's expansion strategy.

omni-channel

Script-based selling, needs-satisfaction selling, consultative selling, and strategic-partner selling- are the four fundamental sales tactics used by salespeople.

In different sorts of relationships, different tactics might be applied.

In three ways, channel sales can help your company grow:

  • To contact new customers that prefer to buy from consultants or resellers rather than straight from the provider.
  • To sell products via third-party marketplaces & managed service providers, which may supply end-customers with offers & appeal to purchasers seeking a variety of product selections and deals.
  • Channel sales initiatives might assist you in expanding your company into new geographic areas.

Top 6 Digital Marketing Tips to Steer Your Business Growth

Every online business can benefit from digital marketing, but it can be challenging to know where to begin. SMBs use digital marketing to boost sales, ROI, and brand awareness. It's one of the most effective strategies for aggressively competing with the market's most well-known companies.

The following are some key digital marketing tips businesses may use to attract & engage new customers, then convert them into repeat customers.

  • Create killer content
  • Build your own community
  • Be where your customers are
  • Know who’s talking about you
  • Reach out to bloggers and reviewers
  • Invest in inbound marketing

6 Key Elements You Need to Include in Your Inbound Marketing Strategy

Inbound marketing is more cost-effective in the long run and delivers a greater rate of return. Outbound leads cost 61 percent more than inbound leads. According to 59 percent of marketers polled, the most popular marketing approach is inbound rather than outbound.

social-digital-marketing-hubspot

To get optimum ROI, inbound marketing uses various tools and methods. When it comes to creating an inbound marketing campaign, there are six key factors that should always be considered. These are the essential components of an inbound marketing approach that is designed to deliver consistent results.

These strategies help you improve your inbound marketing plan, but they're even more powerful when utilized together. When you combine these resources, you have the potential to boost your ROI significantly. Nothing will be able to stop your business once you've adjusted and refined your inbound marketing strategy.

Synchronizing Social Sellers and Digital Marketers for Maximum Effect

According to the study, nearly 3.43 billion people will be accessing social media worldwide by 2023.

What is social selling the inbound way? Digital marketers have delved into social media branding & marketing, engaging with followers, sharing content, sponsoring social ads, & more because of the large audience available on social networks.

The most significant actions for exploiting the funnel are digital marketing and social selling-

  • Digital Marketing: It is the technique of promoting products or services through various digital media, both online and offline.
  • Social Selling: It is the technique of leveraging social media to communicate directly with prospects, leads, and customers.

The sales and marketing funnel illustrates the phases that your prospects and leads go through on their way to becoming customers. There are six steps: awareness, evaluation, purchase, contemplation, purchase, and referral.

Both digital marketing and social selling promote your brand and attract qualified leads. The noticeable difference is that social selling focuses solely on social media promotion. In contrast, digital marketing encompasses all other actions for advertising a brand online and offline, including social selling.

How to Promote Your Business on Social Media: 4 Key Ways

You've put a lot of hard work into developing content, doing thorough research, and, of course, writing it. What Next? You publish it, and the job isn't done yet.

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“We don't have a choice on whether we do social media, the question is how well we do it?”

Erik Qualman
Erik Qualman

Developing content is critical, but it's also critical to promote what you already have to increase traffic and brand exposure. But the question here is: how to promote your business on social media?

  • Earned, owned & paid channels
  • Utilize different platforms
  • Collaborate and co-brand
  • Influence is everything

Content promotion allows you to labor less. Instead of generating new content each time, you may leverage your old content to retarget new consumers or repurpose it for new channels.

Furthermore, publishing your high-quality material will allow you to concentrate on generating and keeping excellent pieces rather than developing content for the sake of having more. You know, more isn't always better. However, one must consider the KISS (keep it simple silly) formula.

5 Digital PR Benefits You Need to Think (More) About

You must share your company's stories, and a digital public relations strategy is the best method to do it. Despite the rise and continued significance of social media platforms, excellent public relations is still required.

When done appropriately, by producing earned media placements, strong PR can contribute to the development of a company's company image and industry equity

For emerging brands, there are many digital PR benefits that they can leverage. The method can assist established businesses to expand their reach and reformulate the goals and objectives of a new product or service.

  • Recruiting
  • Business development
  • Fundraising
  • Employee morale
  • Customer acquisition

This, moreover, has the potential to increase industry exposure and revenue. Visitors, customers, and possible investors all enjoy listening to a nice narration, and the better the story, the more likely it will get published.

A digital public relations strategy is a powerful tool for increasing brand awareness, communicating with a target market, increasing sales and attracting more investment.

5 Ways Small Businesses Can Offer Great Digital Customer Service

In today's highly competitive digital epoch, excellent digital customer service can make or break your small firm. When a customer is just a click away from doing business with anyone, quality customer service can really set your company apart.

digital-customer-service

It takes a great effort to run a small company. The question that always gets stuck in business owners’ minds is- How to make your product or service stand out from the competition?

Well, to embrace the benefit of a small business, you need to embrace these five ways to grow your business:

  • Learn to admit mistakes
  • Spread a customer service culture
  • Get personal
  • Be flexible in your response
  • Get input from your customers

By Keeping these five ways in mind, businesses can stand out from the crowd & take their small business to the next level.

Conclusion

Each and every occasion in which you can establish a connection with your audience is a potential lead or customer acquisition. In addition, digital marketing allows you to reach prospective consumers through an extensive range of channels, resulting in an exponential increase in opportunities.

Using social media platforms, websites, text messaging, or any other online channel to market your business, service, or product is an extremely effective method of reaching a wide audience.