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Is your Google Ads Conversion Rate, or the lack thereof keeping you awake at night?Well, you’re not alone. ‘Conversion Rate’ is one of the best ways to understand the performance of your ad campaign. 

 

The ‘Conversion Rate’ of your ad campaign defines how effective your marketing strategy is. Having a high ‘conversion rate’ means your marketing is good and you’re likely to see ROI on your ad-dollars

 

Google Ads can potentially be an expensive investment if not handled right. You might be gifted at providing smart copy, and yet that will not guarantee you sales. There are several different aspects to Google Ads that are worth understanding.A lot of these aspects can impact the conversion rate for your Ad campaign, thereby impacting the performance of your campaign.  

 

This article is intended to be a detailed guide on understanding the mechanics of Google Ads, how to increase your Google Ads Conversion Rate, and to help you avoid mistakes that others have made. The goal: boost your sales numbers.

 

Let us start with the absolute basics of conversion in Google Ads. 

How is success measured in Google Ads campaigns?

Any ad campaign would need some sort of metric to measure its success and effectiveness. Enter ‘The Four Horsemen’ of Ad campaigns -

 

  • Cost Per Click (CPC) 
  • Cost Per Acquisition (CPA) 
  • Click-Through Rate (CTR)
  • Conversion Rate or CVR

 

Cost Per Click 

 

Cost Per Click (CPC) means the maximum amount you would pay for each click on your ads.

 

Cost Per Acquisition  

 

Cost Per Acquisition is also known as Cost-Per-Action in marketing circles. It’s the average amount to be charged per conversion from your ad. To calculate the average CPA, divide the total conversions cost by the total number of conversions. 

 

Click-Through Rate (CTR) 

 

This ratio shows how often potential customers who see your ad end up clicking it. This is the Click-Through Rate (CTR), and it can be used to determine how well your keywords and ads are performing.

 

And now, over to the big question.

 

What is the Conversion rate in google ads?

 

Conversion Rate is “the average number of conversions per ad interaction, shown as a percentage.”

 

In simple terminology, your conversion rate is the total percentage of visitors on your website that end up engaging with the site in a way that you want them to engage, or in other words, “convert.”

 

A “conversion” could mean a variety of things. Listed below are a few common forms of conversions :

 

  1. Making a purchase.
  2. Submitting a form (contact us form, etc.).
  3. A direct call to your business.
  4. Engaging with your online chat.
  5. Signing up for paid or free subscription such as a newsletter.
  6. Registration on a website.
  7. File Downloads (trial software, eBook, mobile application, etc.).
  8. Using something (new/advanced feature on your software or app, simply using your software/app for a certain amount of time).
  9. Upgrading their service.
  10. Any form of engagement with your site (hover time on the website, repeat visits, number of pages visited).

 

Like the ones listed, there are several other conversion actions with which users can engage on a website, but this should provide you with a general sense of what a “conversion” is. A conversion is a measurable action that progresses a potential customer towards systematically becoming a paying customer.

Calculating Conversion Rate 

To calculate the conversion rate, divide the number of conversions by the number of total ad interactions that can be tracked to a conversion in the same period. The conversion rate formula is below :

 

Conversion rate = (conversions / total visitors) * 100%

 

As an example, if you have 75 conversions from 1,000 interactions, your conversion rate would be 7.5%, since (75 ÷ 1,000) x 100 = 7.5. Can it be that simple? Yes, it can! It is made even simpler because most online advertising tools show you the conversion rate on their interface.

 

  • If you track more than one conversion action or decide to count each conversion, your conversion rate could be over 100%, as more than one conversion is calculated for each engagement.
  • You should utilize conversion tracking in your account to measure the conversion rate and eventually use it to help guide your advertising strategy.

Tracking Conversion Rate in Google Ads 

Conversion Tracking enables the user to analyze a customer’s interaction with regards to your ads - in cases like if they purchased one or more of your products, subscribed to your mailing-list, contacted your business via email or phone, initiated an app download, etc. 

 

When a prospect has made an action that you determine as valuable, these customer actions known as “conversions” are evaluated using conversion tracking. 

 

Why Use Conversion Tracking?

 

Conversion tracking

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  1. Understand what’s most effective to deliver optimum customer activity in terms of keywords, ads, ad groups, and campaigns. 
  2. Automatically optimize your campaigns by using smart bidding strategies to suit your business goals. 
  3. Provides you the flexibility to understand customer engagement with your ads across various devices. The “All Conversions” reporting column gives insight into cross-device, cross-browser, and other conversion data. 

How does conversion tracking work?


We begin conversion tracking by creating a conversion action. You can do this in the Google Ads account section. It is a specific customer activity that needs to be defined as valuable to your business. Conversion tracking can be used to track various kinds of actions :  


  1. Website actions: Purchases, signups, other interactions a customer makes with your website. 
  2. Phone calls: Calls made to your business directed from your ads, calls to a phone number on your site, click on a phone number on your mobile website, all of which would come under “phone call conversion tracking.”
  3. App installs and in-app actions: App Installs on your Android or iOS device, and purchases or other engagement within those apps, which would come under “offline conversion tracking.”
  4. Local actions: Actions that are counted whenever a customer interacts with your ad because it is specific to a physical location or store.

Depending on the type of each conversion source, the conversion tracking process can work a little differently. For every kind of origin, it tends to fall into one of the following categories:


  • A conversion tracking tag, or code snippet, etc. can be added to your website or mobile app code. Clicking on your ad from Google search or selected Google display network sites, or when viewing the video ad, a temporary cookie is placed on the computer or mobile device of the customer. 
  • Once visitors complete the action you defined, the system recognizes the cookie (through the code snippet you added), and thus a conversion is recorded.
  • Some types of conversion tracking don’t require a tag. For instance, for tracking phone calls from call-only ads or call extensions, you use a Google forwarding number that follows precisely when the call came from your ads. 
  • It can also be used to track details like call duration, call start and end time, and caller area code, etc. Additionally, in-app purchases and app downloads from Google Play and local actions will automatically be recorded as conversions, without tracking code.

Once conversion tracking has been set up, the data on conversions is visible for your campaigns, ad groups, ads, and keywords. Analyzing this data will help you understand if and how your advertising is helping you achieve vital goals for your business.

 

Security and privacy with regards to website tracking


Google follows strict security standards and protocols. Google Ads only collects data on pages where the associated tags have been applied.


It is of vital importance that you are providing customers with clear and comprehensive information about the data being collected by you, on your websites, and getting consent from the customer for that collection, wherever legally required.

Conversion rate benchmarks across different industries

Adwords benchmark

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What is the most obvious way to measure the performance of your campaigns? The answer: By using one’s historical data to measure success of campaigns. The inherent issue here is that it is only your data, which can only give you a handful of actionable insights.

 

Now, this does not mean that the data loses value, no. This data will showcase your monthly progress, but it is being compared only with your own past performance. 

 

We need to see how this data holds up against industry averages. And this information is required to see if your ad campaign has been successful. 

 

Achieving a high conversion rate and low costs per conversion has to be a top priority for you to see substantial returns on your advertising spend. Otherwise, you will merely be paving the way for your competition. 

 

We further need to define what high conversion rate and low costs per conversion look like. Understanding how conversion rate optimization changes depend on the industry. The goal is to give you the essential conversion rate benchmarks necessary to kickstart your conversion rate optimization (CRO) efforts effectively. 

 

Not too long ago, Worldstream analyzed their client accounts to find answers on conversion rates across varying industries. 

 

They ran analytics across 20 different industries, including the following:

 

  • Dating and Personal
  • Travel & Tourism
  • Legal
  • Education & Employment Services
  • Auto
  • Consumer Services 
  • Animal Care
  • Real Estate
  • Medical & Dental
  • Health
  • Hospitality
  • Finance

 

So what do we understand from the average conversion rate for search and display?

Advertisers on Google Ads (on average) show a conversion rate of 3.17% on the search network and 0.46% on the display network. You will notice a substantial climb in these figures over the past couple of years, which would encourage advertisers and agencies all the same. 

 

Benchmark figures are essential to your business

 

It will be tough to determine how well you’re doing relative to the competition, without benchmark figures. Assume that you have had a CVR of 0.5% and managed to push that figure up to 2%. When compared to your historical data, it looks beautiful. However, when you learn that the Google Ads industry benchmarks for the search network are 3.17%, you’ll realize that you’re not doing so well after all. 

 

Your campaign should meet the averages, and that involves a lot of work. The idea is to view the industry average as a marker, to achieve those figures and do what needs to be done to push beyond. 

 

As for the display network, the highest industry, according to the industry averages in terms of display, is the dating and personal Industry, converting at an average of 3.34%. This industry has ranked higher than finance, as well as insurance. 

 

The five best-performing conversions for display:

 

  • Dating and Personals: 3.34% CVR
  • Legal: 1.84% CVR
  • Education & Employment Services: 1.57% CVR
  • Finance and Insurance: 1.19% CVR
  • Auto: 1.19% CVR

 

And who do you think is at the bottom of the pile for display?

 

It’s not something one would expect - home goods. The CVR here is a staggeringly low  0.43%.

 

The top-performing industry for search CVR is dating and personalities. It’s CVR of 9.64% CVR is a substantial 2.66% higher than the legal category..

 

The five best performing conversions for search:

 

  1. Consumer Services: 6.64% CVR
  2. Legal: 6.98% CVR
  3. Employment Services: 5.13% CVR
  4. Finance and Insurance: 5.10% CVR
  5. Dating and Personals: 9.64% CVR

 

Knowing about these benchmarks is vital for your business because you need to know where we stand against your competitors and it helps you estimate your costs and ROI. 

How do you increase the conversion rate for your Google Ad campaigns?

Without knowing how to analyze the conversion rate data, having the data itself will be of little help. Knowing what to watch out for within this data is what will help you bump up your conversion rate.

 

Conversion Rate Optimization, or CRO, is the process of optimizing the landing page of your website to give you added conversions from your website traffic. Where CRO comes handy is in getting the most out of your current website traffic. As an example, improving your conversion rate from 1% to 2% will double your conversions, all the while maintaining your website’s current traffic. 

 

There are two types of optimizations we need to understand : 

 

Optimizations

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Pre-click optimization

 

This form of optimization is essentially shaping your ad to have a lasting impact on your prospects before they click on it. 

 

  1. Headline: Most headlines fall short of being precise, and more importantly, they don’t persuade the customer. Your headline should convince the customer concisely and straightforwardly, showing them only the benefits of your product.  
  2. Descriptions: Never shy away from attempting different specifications and layouts, observe and analyze what appeals to your prospective customer.
  3. Tailor your ad extensions for each ad: You’d be surprised how useful optimizing ad extensions are. Using an ad extension that is related to your ad and one that adds value by improving the customer’s journey can improve your conversion rate.
  4. Negative keywords: You should frequently perform keyword diagnoses to identify negative keywords. These are keywords with bids that are not too high, or that prevent triggering similar ads, thus avoiding unwanted spending.
  5. Keywords selection: The idea is to keep things simple. Understand that the more keywords you are adding for an ad campaign, the more compounded the probability of getting a high conversion rate. Be very clear, specific, and intentional when selecting keywords. 
  6. Addressing searcher intent properly: Keep in mind that your potential customer base is always on the lookout for products on Google. Understanding and addressing searcher intent will increase your campaigns’ quality score.
  7. Single keyword ad groups:  Different customers may have different agendas when visiting your landing page. The idea is to keep the ad information as audience-specific as possible, thereby catering to different types of audiences. Maintain granular control of your entire ad spend.
  8. A/B test: The ideal way to run an A/B test is to split your page as two different variants and divert half of your traffic to each variant. That way, you will be able to find out which variation performs best.

 

Post-click optimization

 

This form of optimization is essentially shaping your ad to have a lasting impact on your prospect after having clicked on your advertisement. Post-click optimization deserves your attention.

 

  1. Landing page optimization: The landing page is the first page where your traffic is being directed. This page needs to be optimized to sell, especially if you’re paying to get traffic to your website.
  2. Page loading speed: Increased loading time can significantly affect the Google ranking and conversion rate of your campaign. Use a tool like Google’s Page Speed Insights to help you optimize.
  3. Mobile responsiveness: We know that most of the conversion happens on the post-click landing page, and mobile responsiveness is essential to post-click conversion.
  4. Easy to navigate: Providing a smooth navigation experience for the user does yield a positive conversion rate. 
  5. Message to match your landing pages: Message-match optimizes the landing page with keywords to create an experience that the user is expecting. Message matches can potentially increase your conversion rate by 200+%.
  6. Call-to-action: Wikipedia defines Call To Action as, Call to action (CTA) is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action. Finding the apt call-to-action (CTA) will take some experimenting, and it yields positive results. 
  7. Make use of visuals: Never underestimate the power of visual representation. Experimenting with a new picture or video more often than not increases your conversion rate. 
  8. Make use of live chat: Live chat is engagement on your page by any potential customer; the use of a live chat plug-in like LiveChat or Zendesk  will bring up the conversion rate of your ad campaign. 
  9. A/B Test the offer: We have seen that splitting up the traffic to separate dedicated landing pages can be an easy and effective way to go. For this, the use of CRO software is required, and there is both affordable and expensive software available in the market.  

Improve your conversion rate instantly with this guide 

Multiple factors determine the conversion rate and understanding how these factors affect and react to your campaign results in an increase or decrease in your conversion rate for the campaign. 

 

Pay close attention to your campaign’s performance against Google Ads industry benchmarks, understand how pre-click and post-click optimizations work, explore the importance of keyword intent, ad groups, and the use of conversion tracking. With all these approaches combined,, you are on the best way to significantly improve the conversion rate of your campaign.

 

Guest Post by AdNabu

 

AdNabu helps improve sales in Google Ads for eCommerce companies. 

 

 

 

 

Content marketing is one of the digital marketing strategies you can use to create and disseminate valuable and relevant information to your targeted audience. It aims to attract and maintain customer loyalty to your brand, products, and services.

 

Why do I need a content marketing strategy?

 

In business, you need to advertise your products and services to increase awareness and reach a higher number of potential customers. In using content marketing as an advertising platform, you are building likability, familiarity, and trust of potential customers to your brand.

 

In developing your content, you should know the problems of people in their lives and use your content to bring solutions to their issues. You must deliver your content in the right channels in the appropriate formats at the correct time to achieve the best results.

 

Why is content an essential component of my content marketing strategy?

 

Content is a multifaceted and marketing tool that can produce positive results for your company’s bottom line. Some of the types of content are graphics, texts, and videos you post on your website. There are several benefits of content:

 

  1. It is the fundamental element of a digital marketing campaign.
  2. It makes your site an authority and source of essential information in your industry.
  3. You can share your content on social media platforms like Facebook, LinkedIn, and Twitter to widen your reach.
  4. It increases the awareness of your potential customers to your industry, products, and services through relevant information.
  5. It can earn links from other websites that will boost your rankings in the search engines. With better ranking, you can get a competitive advantage over your competitors.
  6. It can convince potential customers to buy your products or services.

 

How does content marketing benefit my digital marketing campaign?

 

There are numerous benefits content marketing can bring to your company. It can help you achieve your business goals and objectives. Here are some benefits of content marketing to your brand:

 

  1. Bolster engagement – An informative and relevant content can boost your engagement with your audience through likes, comments, and shares on social media and inbound links from other sites.
  2. Increased brand awareness – If people read and share your content, the popularity of your company will increase.
  3. Lead generation and nurturing – Your content marketing approach can turn leads into customers and maintain their loyalty to your brand.
  4. Search engine ranking – As more users use your content, your pages will rank better in the search engines. Your content marketing will also boost your overall domain authority.
  5. Higher revenues – An excellent content marketing strategy can entice customers to buy your products or services.

 

How can I measure the success of my content marketing strategy?

 

There are measurable metrics to determine the effectiveness of your content marketing strategy. Here are some of them:

 

  1. To learn how your content marketing affects your brand awareness, you should monitor things like video views, downloads, referral links, website traffic, social chatter, and page views.
  2. To determine the engagement of your audience, you should track the blog comments, forwards, inbound links, likes, tweets, and shares of your content.
  3. To monitor the effects of your content marketing on your sales, examine your online transactions, offline sales, manual reporting, and anecdotes.
  4. To track the lead generation results of your content marketing, assess your email subscriptions, conversion rate, form completion and downloads, and blog subscription.
  5. You should measure your existing customers’ renewal rates and percentage of consumed content to determine the effectiveness of your content marketing in maintaining your clients.
  6. To track your upsell or cross-sell transactions from your content marketing, monitor your new products or services.

 

How much should I pay for content?

 

There are several factors to consider in determining the cost of your content marketing efforts. To give you an idea, here are some data to consider:

 

  1. For content research, a provider charged necessary audits from $100 to $200 in 2019. A content review is essential in content marketing to identify the areas that need improvement and provide direction to your strategy.
  2. For your blog, social media, and website content, you can spend $100-$2,000 for a 2,000-word post. However, some writers are willing to create your content at a rate of $1 to $2 per word. If you want to rank your content in search results and entice more clients, you must be prepared to spend $2,000-10,000 per month or higher.
  3. You should update and optimize your content periodically to retain its search engine ranking. The pricing for content updates also ranges from $2,000 to $10,000 per month.

 

Does content marketing deliver the return on investment (ROI) I envision?

 

Content marketing is a practical approach that can give you a high ROI. It is an essential strategy to engage, build trust, and establish the loyalty of your existing and potential customers.

 

Influencer marketing is a social media marketing strategy that promotes a brand, product, or services through celebrities, famous personalities, and organizations with many social media followers. An influencer can influence others’ purchasing behaviors due to his or her knowledge, reputation, position, or relationships with his or her followers.

 

What are the social media influencers 2020 trends?

 

According to experts, there are several social media influencers 2020 trends. These trends are based on factors like the social media influencers’ impact. Among them are:

 

  1. The increasing globalization of social media influencers and brands.
  2. The growing relevancy of long-form content promoting the authenticity and empathic connection of the influencers to their followers.
  3. The better engagement and loyal following established by micro-influencers with their audience as compared to macro-influencers.
  4. The growing preference of companies to hire influencers due to the social media influencers’ impact on their brands.
  5. The continuous growth of the value of influencer platforms because of their effectiveness in digital marketing.

 

What are the benefits of using influencers in my social media marketing campaign?

 

There are several benefits of social media influencers in your marketing strategy. Among them are:

 

  1. They help increase the awareness of their followers to your brand, products, and services.
  2. They can establish trust, credibility, and loyalty to your company quickly.
  3. You can leverage the content of the social media influencers to provide value to your market or audience.
  4. They can help you reach your prospective customers and convince them to patronize your products and services.
  5. The social media influencers’ impact on your profitability is high.

 

Are there differences between a social influencer and a brand ambassador or brand advocate?

 

  • A social media influencer is a person or an organization with a large number of social following whom they have established trust and loyalty. Companies usually hire influencers to promote their brands, products, or services due to the social media influencers’ impact on their audience.
  • Meanwhile, a brand ambassador is a well-known personality chosen by a firm or organization as its representative to bolster awareness of its brand and increase sales.

 

What are the factors to consider when choosing influencers for my campaign?

 

There are several considerations to take into account in your social media influencers 2020 selection. You should consider the potential social media influencers’ impact on your campaign during your selection. Some of the factors you may consider are:

 

  1. The influencers’ platform advocacies and personality
  2. The social media influencers’ impact on their audience
  3. The social media influencers’ 2020 reach based on their number of followers, view counts, and subscribers.
  4. The social media influencers’ 2020 engagement with their audience as measured in the number of likes, shares, and comments on their content.
  5. The social media influencers’ impact on your brand and your bottom line.
  6. The social media platforms used by influencers like Facebook, Instagram, and YouTube.
  7. The content produced by the influencers in relation to your brand’s goals and image.
  8. The price charged by the influencers and your influencer marketing budget.

 

How much do social media influencers 2020 charge?

 

The majority of marketers use the one cent per follower rule to calculate the rates of a social media influencer. The pricing is mainly based on social media influencers’ impact and other factors. Based on 2020 data, Facebook influencers charge an average of $25 per 1,000 followers, while Instagram influencers ask $10 per 1,000 followers. Meanwhile, YouTube influencers cost an average of $20 per 1,000 followers, and Snapchat influencers charge $10 per 1,000 followers.

 

Several factors determine the rates of social media influencers in 2020.

Some of the considerations are:

 

  1. The total number of engagement their posts generate
  2. The total number of fans and followers of the influencer
  3. The relevancy of the advertisements (ads) with the influencer’s brand and following
  4. The number of posts you order and the platforms where your influencers will promote your brand, products, or service.
  5. The type of content you require like videos, images, audio, etc.

 

How can I launch an influencer marketing campaign?

 

There are several steps you can take to start a successful influencer marketing strategy. Among them are:

  1. Selecting your influencers from your social media influencers 2020 list. Consider using the social media influencers’ impact on your decision.
  2. Communicate and present an excellent offer to your chosen influencers. You may use the one cent per follower rule in calculating how much to offer.
  3. Monitor the performance and results of your influencer marketing campaign by using benchmarks and reasonable goals and objectives.
  4. Evaluate the social media influencers’ impact on your bottom line. By analyzing the results of your campaign, you can determine which platforms, content, and influencers produced the best results.
 

Keeping your target audience engaged is invaluable for your brand. When your audience shares, comments or likes your content, they are telling people that your brand is delivering value. Earning the engagement of your target potential customers is not an easy task. It requires consistency, creative thoughtfulness, and collaborative efforts of your marketing team. Although it is very challenging to develop highly engaging content that attracts the attention of your target audience, when done right, it is worth your efforts.

 

What is meant by Content Marketing?

Content marketing refers to the strategic approach towards the creation and distribution of relevant, consistent, and valuable content that attracts and retains your potential customers and ultimately drives profitable actions from them.

With this approach, instead of directly pitching your services or products to your customers, you provide them with genuinely relevant, useful, and educational content about your products or services, which helps your customers resolve their problems.

 

What Are Content Marketing Tactics

The demand for fresh, unique, and valuable content is tremendous. If you want to drive more organic traffic to your website and develop a profitable business, you need to take your content marketing strategy seriously. Here are some of the best and tested content marketing tactics that enable you to cut through the digital noise and reach and engage your target customers.

 

Develop and Optimize More Landing Pages

When you develop more landing pages targeted towards your audience, you should think about strategic selection and the placement of keywords. After that, you should build your content around those elements. You can easily create high-quality and compelling landing pages by using available templates. You can find many sites that provide free and paid templates such as Wix, Zapier, MailChimp, and many more.

 

Classify Your Audience to Boost Engagement

Smart marketers classify their target audience based on their product or service-related needs. This classification is necessary because some of your blog or site visitors are not buyers, while others are. In simple words, your content is not suitable for everyone visiting your site because they have different needs.

So, you need to segment or classify your content based on the buyer persona. It means you should develop a specific profile for one segment of your target audience based on their age, gender, behavior, what they are looking for, and some other factors. In this way, you can create content that speaks to that particular segment directly and more effectively.

 

Know About Your Target Audience and Satisfy Their Need

Before creating impactful, engaging, and great content, you need to know about your target audience. One of the best techniques to discover what your target customers are searching for is the use of keywords research. For this, you can start with Google Trends to get a better idea about the current demand for your content or topic. Remember, the better you know your target audience, the more relevant content you can create, which satisfies their needs.

 

Use Adaptive Content to Target Millennials

Millennials form the most diverse and most extensive generation in the world that values creativity at the workplace, community, and family. Millennials are the most considerable portion of your target audience. You should develop a content marketing strategy that addresses their needs and values.

In this regard, adaptive content is the right choice. Adaptive content provides support to purposeful interactions across a variety of platforms. Your content should be easily accessible on mobile devices and desktops. As a result, your audience should be able to continue reading your content on their smartphones from where they left on their computers. Although this is a relatively new tactic, it is increasingly gaining ground.

 

Stick with a Consistent Content Marketing Strategy

Consistency is key to a successful content marketing strategy. You cannot expect to generate 10,000 monthly visitors to your blog or website in the beginning. Start small and consistently create content that supports you in accomplishing your content marketing goals. Instead of getting obsessed over achieving 10,000 monthly visitors, keep your focus on 100 visitors every month. Ensure to set realistic and measurable content marketing milestones. Following this practice enables you to move forward steadily without losing focus and hope.

 

Run A/B Split Tests Regularly

Split testing or A/B testing is a crucial part of content marketing. It enables you to determine which of your content, call-to-actions, or headlines are performing better than the others.  Regular A/B testing boosts your conversions. Through split testing, you know about the content marketing strategies that work best for your brand or business. Split-testing makes your content marketing campaign much more effective and more precise. You can apply split testing to almost anything covered under content marketing such as site speed, CTAs, headlines, visuals, landing pages, and so on.

 

Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it.

Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.

What is Digital Media Marketing?

According to the dictionary, marketing is the action of promoting business' products or services to make them more noticeable to the people and drive sales. The addition of the word 'digital' to marketing means utilizing digital media channels to promote your products or services.

Digital marketing is about the implementation of a variety of customized digital media marketing channels to achieve any of the following objectives:

 

  • To grow your products or services sales and profits
  • Create your brand awareness and build a strong relationship with your target audience
  • Create and add value
  • Promote your products or services or brand
  • And many more!

 

 

Remember that it is not necessary to include all available digital media marketing channels in your marketing campaign to accomplish your goals. Digital marketers develop a customized digital marketing strategy that includes the most appropriate digital marketing channels that fit your business, target audience, and of course, your budget.

 

Using all the digital marketing channels is not a wise decision and do not have the right impact. The choice of digital media channels depends on your industry, business, and type of audience. Due to this, you often need to test, make changes, retest and measure the outcomes of your digital marketing campaigns to determine which works best for your brand or business. Based on these results, you can drop those digital marketing channels, which fail to provide satisfactory growth or ROI.

What exactly is Social Media Marketing?

Social media marketing is only one aspect of digital marketing. It implies the use of social media channels such as Facebook, Twitter, Instagram, YouTube, Goggle+, Snapchat, etc. to marketing your products, services, or brand. Typically, it involves engagement with your target audience, followers, seeking industry influencers, posting fresh and unique content, arranging contests and adopting a variety of other means to grab the attention of the audience present on different social media channels.

What is Digital Marketing Tools?

Modern digital marketers have to be active on several forums at the same time to stay on the same level as their competitors. Whether you require digging through information or data or fine-tune your marketing strategy, numerous digital marketing tools help you to save your time and keep your sanity. Some of the digital marketing tools according to the strategy include:

 

  • Email marketing
  • Paid social media marketing
  • Video hosting tools
  • Social media channels
  • Website analytics
  • Content creation tools
  • SEO tools
  • Customer service tools
  • Affiliate marketing
  • Display retargeting
  • Organic social media marketing
  • Content curation

Why Should You Include Social Media Marketing in Your Digital Marketing Campaign?

Today's world has become increasingly social. Research shows that internet users spend nearly 30% of their online time on social media platforms. If you want to place your business in front of people and expand your reach globally, social media marketing is a must for your business.

Most of the businesses and brands experience a quicker response rate from social media marketing campaigns as compared to other forms of digital media marketing. But this is not enough to achieve the set marketing goals. To harness the optimal benefits and achieve maximum ROI, it is necessary for businesses and brands to include other digital marketing components in their digital marketing campaign and not only focus on social media marketing.

Digital Marketing versus Social Media Marketing

After reading the above explanations, it must be clear to you that social media marketing is just a part of digital marketing. The comparison of both side by side gives you the following:

 

  • Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries.
  • Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc. while social media marketing may focus on one or more than one social media channel such as Twitter, Facebook, YouTube, etc.
  • The success of your social media marketing campaign depends heavily on your content strategy. It means you need to keep posting fresh and unique content on your social media accounts to interact and engage your target audience. While for digital marketing, you can only use the banner advertisements on different digital platforms like TV, the Internet, or billboards to promote your product, services or brand.
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