What is Digital Marketing
Digital Marketing is an approach of connecting sellers with the potential customers using different channels like; website, social media, emails, search engine, blogs etc..
What is Digital Marketing
Digital Marketing is an approach of performing every possible marketing effort online, to meet right audience at right time using electronic device and internet.
By Lavinder Singh, 31 March 2020
What if I tell you, there are 4.54 billion active internet users on planet Earth. And in 2020 each and every business is trying to reach these users to market their products and services. Why? Because according to Forrester Report, 2020 Digital Marketing spend will reach up to $146 billion by 2023, growing at a 9% of compound annual growth rate (CAGR). Therefore, growth in this field is certain.
Yet another fact is that the concept of digital marketing is still new on the Internet. There are many questions which not being answered yet. So our company decided to answer them all. If you are also looking forward to knowing the concept of digital marketing, this blog is for you.
You can jump straight onto your topic by clicking “Read this Topic”, or keep reading to know “what is digital marketing”.
What is digital marketing? Read this Topic
Fundamentals of Digital Marketing? Read this Topic
What is Digital Marketing Agency? Read this Topic
What is the job of digital marketer? Read this Topic
Inbound Marketing vs. Digital Marketing: is a same thing? Read this Topic
Does Digital Marketing work for all businesses? Read this Topic
How to create digital content? How does buyer’s journey relate to it? Read this Topic
How much budget I need for digital marketing? Read this Topic
Digital Marketing as career? Read this Topic
What is Digital Marketing?
Digital Marketing is one of the fastest growing terms in the Marketing industry. According to Philip Kotler, “Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums, newsgroups, interactive television and mobile communications etc”.
Not clear yet? Let’s take an example:
Imagine you’re the Marketing Manager of A Company. Your company has launched new sanitizer which kills germs faster and gives maximum protection, at times when it’s highly needed. And you need to transmit this message to millions of people as soon as possible. To spread out the message as fast as possible you choose different digital channels on internet like, search engines, social media, email and website to connect with target audience, this process here will be considered as Digital Marketing.
It’s amazing to see how digital advancement is reshaping the marketing principles. Marketing tactics which were highly useful in the past aren’t effective anymore. Digital Marketing has completely dominated offline marketing in the past decade. Traditional Marketing techniques like, print ads, telephonic communication and physical marketing required tons of efforts and time. Digital marketing in contrast can occur electronically and online. And there are a number of options to choose from. Email, video, social media, or website-based marketing are some of the examples
Fundamentals of Digital Marketing?
Search Engine Optimization (SEO)
Social Media Marketing(SMM)
Pay Per Click (PPC)
Search Engine Marketing (SEM)
Sales Funnel & CRO
What is SEO?
SEO stands for “Search Engine Optimization”. This is the process of increasing visibility of your website’s content over the search engines Like Google or Bing when someone searches for a specific set of keywords. It’s all about the optimization of your website to rank one on search engine results. Most importantly, the goal is to attract visitors to your website and generate qualified leads.
Types of SEO:-
On page SEO– It’s one of the best ways to find out how SEO-friendly your website is. This type of SEO focuses on the content written on your web pages. In other words, ranking high on search engine result pages (SERP) just by adding the right keywords within your blogs.
Suggestions: Keywords with High Search Volume and Low SEO Difficulty are the best to start with.
Characteristics: Quality of content matters the most, brings you organic traffic, good for your reputation.
Off page SEO – This type of SEO is equally important as above. It includes the process of creating “Back-links”. Writing guest posts to other publishers and linking back to your website can boost your ranking on SERPs. This activity of creating inbound links with other publishers is highly effective and considered as the best practice for off page SEO.
Characteristics: majorly based on Back-links, highly effective a technique to follow, increases your outbound linking.
Technical SEO– This type of SEO focuses on the back-end of your website and how you can increase the loading speed of pages. Loading Speed of your website page matters a lot for your SEO ranking. All you need to do is compress all the images, structure all the data and optimize CSS files. Search engines like Google prefer to rank the pages that load faster. That’s why it’s highly important to work on your technical SEO section while optimizing.
Characteristics: focuses on loading speed and makes your website user friendly.
Content Marketing is a strategic marketing process of creating and distributing valuable content (such as Videos, blogs and social media posts) to attract and retain a clearly defined audience. There is a renowned phrase that Content is the King. I totally believe this saying because content is all that your audience is looking for and this will ensure how you can help to educate them.
A Great content can help you create relationship with your audience, a relationship called Trust. Offering relevant content to your audience makes you a valuable source of information. It’s our own personal experience that the more you provide value in your work, more people will be willing to work with you. And this will ensure the long term growth of your business.
Mentioned below are some of the ways, how you can connect to your audience:
Social Media– Nearly 3.5 billion social media users worldwide spend 3 hours/day on social networks and messaging on an average basis. Undoubtedly, it’s the best way to reach out your audience and perform content marketing. If your content is powerful and presented well, a little investment done on social media marketing can generate leads and hence customers for your business.
Blog posts– Blogging is the most powerful way to share your content with your customers and target audience. Publishing articles can help you generate organic search traffic and convert website visitors into qualified leads. Remember, it’s all about your audience. So don’t forget to provide value in your content.
Info graphics– All readers aren’t same, some prefer to read and the others look for visuals. Adding images with short statements and info graphics are a great way to express you content. Above all, it’s easy to understand.
Social Media Marketing (SMM)
This is the process of spreading awareness about your brand, driving traffic on your website and generating leads for your business with the help of different social media channels. Social media can do much more than just likes and tweets on you posts.
Nowadays, people prefer social media for discoveries, research and education apart from it being a source of entertainment. And Marketers are taking a huge benefit of this modern trend. The best channels for marketing your content are:
Pay per click (PPC) and Search Engine Marketing (SEM)
“Pay per click” or “Paid search” are the specific ads which appear on the top of search engine result pages (SERPs) and allow you to pay only when someone clicks on it. This is a very effective way to increase your website visibility when someone searches your tailored keywords.
Search Engine Marketing (SEM): The practice of utilizing paid ad campaigns based on “keywords” to connect with users actively searching for those keywords is known as Search Engine Marketing (SEM). A well-known (and effective) platform to use is Google Ads, Bing Ads and Yahoo Search Ads. You can use PPC on other platforms like:-
Facebook Ads– It’s the most effective way to connect with your audience on the world’s largest social network. Once you pay for a video or slideshow post, Facebook will publish your post into the newsfeed of highly targeted audience.
Instagram Ads– Instagram is one of the largest social platforms in terms of engagement and content sharing. You can pay for your post to reach a specific audience and increase followers to promote your brand in future.
Affiliate Marketing is a performance-based marketing. It can be understood from two different perspectives (a) An Affiliate’s Perspective (b) Product Owner’s Perspective.
(a) Affiliate Marketing is the process where an Affiliate earns commission for promoting someone else’s product, just by sharing an affiliate link online.
(b) Affiliate Marketing is an online sales tactic which increases the product owner’s sales just by allowing affiliates to target the same audience.
In the world of Digital Marketing, Email list is your No 1 asset. Email Marketing is the act of communicating with your customers and sharing crucial information. Emails are more than two decades old, still the most effective and direct way to reach your audience.
There are some specific attributes you need to keep in mind to perform well in Email Marketing. Your Email should be
Representing relevancy to the receiver
Sales Funnel & CRO
“Sales Process” or “Sales Funnel” represents the journey of a prospect going through all the Four stages of buying process. Stage one is Awareness, where prospect first comes in contact with you. Second is Interest or Consideration, where you help the prospect by educating and offering best solution possible. Stage three, Decision, where prospect ends up making a decision whether he should buy from your business or not. Lastly, Action Stage, where prospect takes the real action or make a purchase.
You must notice that shape of a Sales funnel is broad on the top and narrow from the bottom. Why so? Because the number of prospects comes in contact with you, are always way more than those who end up buying something. And Percentage of visitors you finally convert into customers will decide your Conversion Rate Optimization (CRO).
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What is Digital Marketing Agency?
igital marketing agency is an umbrella corporation that allows you to connect with your potential customers using internet and electronic devices. This type of agency is capable of executing all types of tactics required to market your products and services. This includes, social media handling, search engine optimization, email marketing, attending online forums, content management, SEO strategies and even paid ad campaigns.
Digital Marketing agency can be a one stop shop for those organisations, which are running their businesses in a physical world but not aware of the benefits they can have using digital opportunities. For those who are running their companies online but struggling to generate quality leads, these agencies can act like a bridge between consumers and sellers.
Digital Marketing Agency can help your business measure how many people visit your ad, how many people response to it and how many you convert into leads. Agencies measure all the attributes with the help of digital analytics software. To track real data for your business, Digital marketing agencies focus on following aspects:-
Number of people viewing your website homepage.
Device your audience is using to reach you.
What is the job of A Digital Marketer?
Digital Marketer is the one who looks after all the online marketing operations required to connect the seller with potential customers. A digital Marketer’s job is to use different digital channels to increase the conversion rate. These channels include website, social media, emails, search engine blogs and ad campaigns.
Another crucial activity is Analyzing, to look at and track the performance of a company. Digital Marketers focus on Key Performance Indicators (KPI) to observe how each channel is performing and what improvements can be made to maximize the process. Job roles and responsibilities of a Digital marketer can be varied across size and complexity of an organisation.
Small companies might have only one person to perform all the activities mentioned above. But larger companies assign separate individuals to handle each digital channel. That means they’ve social media manager – to perform KPIs, Content manager – for blogging and backlinks and SEO manager – for generating Organic traffic. No matter how large or small an organisation is, job responsibilities always remain same.
Inbound Marketing vs. Digital Marketing: is a same thing?
It’s obvious to get confused between these two and why not? Both terms share the same digital platform and provide almost similar outcomes. So what’s the difference?
“Inbound marketing” is a sub category of “Digital marketing”. Out of three main attributes of business, Marketing is also one. Under Marketing, there are different categories, and Digital Marketing lies under one of them. While executing Digital Marketing process, you need to adopt different tactics to get the job done. And Inbound Marketing is one of the tactics.
Inbound Marketing is the process to Attract, Engage and Delight visitors at every stage of buyer’s journey. The most powerful asset of Inbound Marketing is “Blog”. Marketers who follow Inbound strategies know that blogging is the best way to attract target audience. Blogs provide you opportunity to engage with your visitors and provide value through your content. Visitors feel delighted when you educate them and solve their issues. This is the final stage of buyer’s journey, where you complete inbound process via converting visitors into customers
Digital Marketing on the other hand is an umbrella approach of performing every possible marketing effort online, using electronic device and internet. This term considers every single tactic in it regardless of it being Inbound or Outbound. While implementing Digital Marketing, you need to follow both Inbound and Outbound Marketing tactics to connect with your audience and generate leads.
(Outbound Marketing is when you try to reach the audience whether they need your service or not. Banner ads are the perfect examples of outbound marketing.)
Does Digital Marketing work for all businesses?
The answer is “YES”. You can use digital marketing for any industry. Regardless of how large and complex is your business and type of product and services you offer, Digital marketing is applicable to all businesses. Implementation of Digital marketing can vary according to the nature of your business, either its B2B or B2C.
B2B Digital Marketing
In B2B, digital marketing tactics are applied in a way so that business can attract visitors to the website with a goal of generating leads out of them. The main idea here is making someone speak to sales representative (Sales Reps) and increasing conversion rate. B2B businesses always focus on digital channels like website and LinkedIn to convert highest quality leads.
B2C Digital Marketing
In B2C, digital marketing tactics are applied in a way so that business can follow sales funnel process to convert visitors into customers. The main idea here is to spread awareness among your visitors with quality content. And educate them to make a decision of purchase, without speaking to sales representative (Sales Reps). Instagram and Pinterest are more valuable digital channels for B2C businesses.
How to create digital content? How does buyer’s journey relate to it?
The process of creating digital content and Buyer’s journey are inter-related to each other. Types of content you create on website depend on the need of your audience. You need to put yourself in the shoes of your customers and start learning about your buyer’s persona. If your content is not providing value to the audience, you’re on a wrong track. Content creation without knowing your audience will take you nowhere. To start with, your priority should be helping them to overcome their challenges.
Afterwards, you need to figure out how close they’re from making a final decision of buying. Here comes the part of buyer’s journey, where you understand, what stage they’re at and what type of content is relevant for that stage. We also call this “Content Mapping”. Content mapping follows two main aspects.
By understanding the buyer’s persona (nature of your buyer).
By knowing what stage your buyer’s at (how close the person is to make a purchase).
To understand the content creation process, it’s important to follow recommended content for all 3 stages of buyer’s journey.
Awareness stage – Stage where buyer first comes in contact with you or your sales reps. At this stage buyer is looking for the solution to his problems.
Recommended content ideas in awareness stage are:-
1) Blog posts – One of the best ways to connect with your audience and great source of organic traffic.
2) Video Content – Videos are great way to communicate with those who hate reading. Easily sharable on 2nd largest social media platform like YouTube.
3) Visuals – Use of info graphics can increase the chances of engagement with your audience. Using images with short lines is an amazing way to spread awareness about your brand.
Consideration Stage – At this stage buyer clearly defines the problem he is facing and already researches options to solve it.
Recommended content ideas in consideration stage are:-
1) Online Webinars – Webinars are the more detailed version of video content which provide amazing interaction opportunity and help in answering all the doubts and questions of a buyer.
2) EBooks – Again a great way to collect leads. EBooks are the comprehensive versions of your blogs to educate the buyer more about your brand.
Decision Stage – Final stage where buyer choose a solution or make a purchase.
Recommended content ideas at decision stage are:-
1) Case Study – Case study is the best way to influence your buyer and gain trust. It’s a detailed study about your website. It’s very helpful for a buyer to take final decision.
2) Testimonials – Buyers always feel confident to see comments of your previous clients on the website. So make sure you share your past experiences at this stage.
How much budget I need for digital marketing?
If you’re running a Digital Marketing Agency, this question will be asked more often than any other. It’s highly important to answer this question effectively when someone asks you this.
Budget of Digital Marketing can range from “nothing but time” to “highly expensive”.
When it costs “Nothing but Time”?
If your business requires only inbound tactics of digital marketing like SEO, Social Media, and Website Content, you don’t need much budget. You can start by buying domain name and web hosting (Bluehost and Site ground are the best webhosting platforms so far). While executing inbound marketing strategies, the main focus is to create high quality content. And understand the buyer’s persona with content mapping. All you need to do is invest your valuable time in this scenario.
When it costs “Highly expensive”?
If your business requires outbound tactics like PPC, Facebook ads, Google ads and paid email lists, your expenses can rise dramatically. There is no formula to calculate exact budget in this scenario. It depends on what kind of visibility you want for your business. To generate paid traffic you need to compete with other companies. These companies are already spending a lot in outbound marketing tactics and your budget can be less or highly expensive depending on the “keyword” you trying to rank for.
The ideal strategy is to focus on creating organic traffic and keeping your digital marketing budget as low as possible.
Digital Marketing as career.
By now you’ve probably heard the hype – Digital marketing is in serious demand than ever before. Numbers of brands are looking for skilful Digital Marketers and this demand will overflow the availability of Digital Marketers soon.
Still want to know if you choose this as a career, how secure your future will be? Let’s look at the stats of 2020.
- Inbound marketing costs 62% less per lead than traditional, outbound marketing.
- Companies that blog get 55% more web traffic.
- 57% of businesses have acquired a customer through their company blogs.
- 78% of Internet users conduct product research online.
- The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years
Every single aspect mentioned above including, Web traffic, Facebook, Inbound Marketing, Internet users and company blogs, comes under digital marketing. This reflects heaps of career opportunities and job options in Digital Marketing. You can be
Marketing analyst. (Salary – $39000 – $76000 /yr)
SEO manager. (Salary – $31000 – $64000 /yr)
SEM/PPC expert. (Salary – $32000 – $70000 /yr)
Social media manager. (Salary – $33000 – $78000 /yr)
Email marketer. (Salary – $39000 – $70000 /yr)
Content marketer. (Salary – $44000 – $92000 /yr)
And much more !!
(These expected salaries are not starting pay scales, you can expect this much salary only after 5 years in the same profession)
Marketing profession is growing faster than ever. As every organisation seeks growth and more customers, promotions and brand awareness is necessary for all businesses. That’s the reason why Digital Marketing jobs will always remain in demand.
Organisations have started hiring Digital Marketing Agencies to do the job for them. So if you’re seeking career in Digital Marketing as an Agency, read this carefully.
Apart from job opportunities, you can start your own business online after learning Digital Marketing. Above all, this one is the best option out of all mentioned above.
If you’re ready to start your own Digital Marketing agency, Certification is highly recommended. Instead of spending your quality time learning from a temporary sources, you should go for a certified course of Digital Marketing.
Lavinder Singh (Founder of the Company)
Our company’s vision is to make internet a better place. A place, where people can connect with each other and build trust. This is the reason why our company decided to launch FREE Digital Marketing Course with high value like none other. This course will help you to open your own Digital Marketing agency in future with complete guidance of our team.
That’s why we do what we do!