Digital Marketing Strategy

Digital marketing strategy and tactics for small businesses

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You prob­a­bly won­der­ing how you can build a effec­tive dig­i­tal mar­ket­ing strat­e­gy that works. Well on this arti­cle we’ll explain more about dig­i­tal strat­e­gy that you can apply for your busi­ness.

But first, before we go deep­er into the strat­e­gy we should explain some of the small stuff. This will help you under­stand ful­ly what you have to do from the get go.

What is Digital marketing?

Dig­i­tal mar­ket­ing is the use of dig­i­tal tech­nol­o­gy to do busi­ness pro­mo­tions or prod­uct aware­ness through elec­tron­ic devices such as mobile devices, tele­vi­sion, bill­boards, oth­er elec­tron­ic devices includ­ing the inter­net.

There are some dif­fer­ences between dig­i­tal mar­ket­ing, inter­net mar­ket­ing or online mar­ket­ing. The main dif­fer­ence is that inter­net mar­ket­ing focus­es main­ly on the online tools and tac­tics mean­ing it uses inter­net tech­nol­o­gy. While dig­i­tal mar­ket­ing includes all elec­tron­ic tech­nol­o­gy to do mar­ket­ing with the inter­net tech­nol­o­gy includ­ed since is dig­i­tal.

As a mar­keter you need to broad­en your mar­ket­ing strat­e­gy beyond the inter­net and mobile devices if you want to use dig­i­tal mar­ket­ing. In today’s world there’s a per­cep­tion that dig­i­tal mar­ket­ing is only Inter­net based, which is untrue. Dig­i­tal mar­ket­ing is been in use pri­or to the World Wide Web which was intro­duced by Tim Barn­ers-Lee.

This is why in this arti­cle we’ll cov­er some of the dig­i­tal mar­ket­ing tech­niques to give the read­er a wider under­stand­ing of this top­ic.

Mobile mar­ket­ing

This type of mar­ket­ing has become one of the most com­mon mar­ket­ing tech­niques in recent years. Mobile mar­ket­ing uses mobile tech­nol­o­gy which is in high use by mobile telecom­mu­ni­ca­tion net­work com­pa­nies and oth­er com­pa­nies.

mobile marketing for mobile phonesSince the num­ber of mobile device users are increas­ing on dai­ly bases this makes it easy for user to send and receive short mes­sage services(SMS) and MMS.

With this type of dig­i­tal mar­ket­ing strat­e­gy mar­keters can reach a very high num­ber of users with less cost. It can cost you from thir­ty cents to any amount per sms depend­ing on a mobile net­work and a coun­try you are at.

Mobile devices allow users to open their mes­sages from any­where and can be used by any age group. This is the rea­son why your dig­i­tal mar­ket­ing strat­e­gy should include a cus­tomer per­sona.

Mobile optimization

As a com­pa­ny you should also con­sid­er opti­miz­ing your web­site for mobile device so that it can be mobile-friend­ly. Apply­ing mobile seo tech­niques on your site would mean mobile users can view your site in any mobile device.

Digital Television marketing

If we go down his­to­ry we can see that tele­vi­sion mar­ket­ing is part of this very same mar­ket­ing strat­e­gy. Tele­vi­sion ads can be described as out­bound mar­ket­ing which is a type of mar­ket­ing that sends adverts to the view­ers.

In this type of adver­tis­ing view­ers have not much options which ads they want to see. You as a prod­uct own­er you togeth­er with broad­cast­er can make most of the deci­sions.

As a mar­keter you have most con­trol on how or what time you want your ads to be dis­play. Every­day prime time is the most tar­get­ed time peri­od to get ads to the view­ers.

This is the time where most peo­ple are at home watch­ing their TV’s. What you should also con­sid­er is the cost from the broad­cast­er and the return on invest­ment (ROI).

Depend­ing on the type of prod­uct you are pro­mot­ing and the type of peo­ple you want to tar­get based on their life style and salary range and so on, the pub­lic broad­cast­er might still be the best option.

Electronic billboards or screens

There are vast tech­nolo­gies to choose from, which some of them are over­looked. Elec­tron­ic screens can also be used to pro­mote a prod­uct.

This type of adver­tis­ing might be slight­ly sim­i­lar to the tele­vi­sion mar­ket­ing which is part of out­bound mar­ket­ing. The elec­tron­ic screens are placed in high traf­fic areas, like the high­ways, sub­ways, bus sta­tions, train sta­tions, main entrances of pub­lic places and more.

This are the areas where a high num­ber of peo­ple pass on dai­ly bases. Hav­ing your prod­uct dis­played in some of the bill­boards can be a good way to get it noticed.

If you are not the one who’s doing the dig­i­tal mar­ket­ing busi­ness. You can find a afford­able dig­i­tal mar­ket­ing com­pa­ny that can offer you this type of ser­vice in your area.

How the internet plays a good part in digital marketing

When you do dig­i­tal mar­ket­ing you can not exclude inter­net mar­ket­ing which plays a major role. The inter­net tech­nol­o­gy gives mar­keters the pow­er to pro­mote to the mass­es at a min­i­mum cost and with a high ROI.

There are sev­er­al ways one can pro­mote their prod­ucts or ser­vices through the inter­net. This includes email mar­ket­ing, social media, search engine opti­miza­tion, pay per click and more.

Unlike native adver­tis­ing which can not be traced when a sale has been made or how much traf­fic it brings. Most of the online mar­ket­ing tech­niques can be analysed through online mar­ket­ing tools, of which some of them are free.

With a analy­sis tool like Google Ana­lyt­ics you are able to see which devices, areas the are from, browsers, how much time they spend on your site, etc.

Websites and Blogs

Every com­pa­ny now requires a web­site to have or build  online pres­ence. Web­sites play a vital role in a dig­i­tal mar­ket­ing strat­e­gy, it helps improve its online mar­ket­ing strat­e­gy. If  you have not start­ed a blog yet you could be miss­ing out. If you decide to start a blog as an indi­vid­ual try to pick a niche that you will be pas­sion­ate about.

This is where the com­pa­ny share with the pub­lic their ser­vices, what they are about, what they stand for and is one of the ways to con­tact them.

They can share all the lat­est news through their com­pa­ny blog, “blog­ging” which is very impor­tant for any web­site to have. Blogs offer ways to cre­ate con­tent and mar­ket­ing for busi­ness­es.

Blog­ging makes a web­site to be dynam­ic and helps get traf­fic to the web­site organ­i­cal­ly.

The good thing about web­sites and blogs is that is easy to track their per­for­mance. There are many tools to help you see how it gets traf­fic and which part needs improve­ment.

Email marketing

Elec­tron­ic mail or email as is known has been in use for over forty decades. It has been the lead­ing mar­ket­ing tool, there’s close to 5 bil­lion email accounts in the world.

Email mar­ket­ing has been one of the wide­ly used mar­ket­ing tech­niques by mar­keters. Is easy to build a list with email and cre­ate prod­uct aware­ness through email mar­ket­ing.

You can also build cus­tomer rela­tion­ship and com­mu­ni­cate effec­tive­ly with clients and poten­tial cus­tomers with it.

Using email mar­ket­ing comes with it’s own pros and cons, of which any mar­keter should be able to han­dle. Some of the advan­tages of using email is that it is cost effi­cient. It makes it easy to per­son­alise your mes­sages, it can be opened from desk­top, mobile device and any­where from office or home.

Some of the dis­ad­van­tages include the open rate of emails, email users have the ten­den­cy of ignor­ing email mes­sages.

Anoth­er set­back is that you need per­mis­sion from your sub­scriber to send them adver­tise­ment mes­sages, through opt in forms. Any unso­licit­ed email mes­sages might be con­sid­ered as spam.

The email sys­tem is gov­ern by law in every coun­try which should be con­sid­ered. Any fail­ure to do so might be cost­ly to the par­ty send­ing the unau­tho­rised emails.

Social media

There’s over 200 social net­works and social book­mark­ing sites glob­al­ly, with Face­book lead­ing the way. Most of those social net­works busi­ness mod­el is base on social media adver­tis­ing.

In this regard they are able to offer mar­keters a plat­form to pro­mote their busi­ness­es to the social net­work users. There are dif­fer­ent kinds of social net­works includ­ing microblog­ging used by Twit­ter, which plays a good role in deliv­er­ing news fast.

Some of the social net­works charge any­where from $5 a day per ad to any amount you wish to use. Social media is part of the Web 2.0 which also works as inbound mar­ket­ing to attract poten­tial cus­tomers. Any com­pa­ny can appoint a social media man­ag­er also know as com­mu­ni­ty man­ag­er. This is a per­son who can thor­ough­ly plan and cre­ate social media con­tent for dif­fer­ent social net­works.

They should cre­ate social media cam­paigns that will meet the stan­dards of their online dig­i­tal mar­ket­ing strat­e­gy. Every busi­ness requires a social media mar­ket­ing strat­e­gy that can send traf­fic to their web­site and make sales.

Search Engine Marketing

Part of the online mar­ket­ing strat­e­gy are the two types of search engine marketing(SEM), search engine optimization(SEO) and pay per click(PPC). Both of this mar­ket­ing strate­gies are impor­tant in their own right.

Search engine opti­miza­tion focus­es on the free, “organ­ic traf­fic” tech­niques to send traf­fic to a web­site through search engines. SEO might take much more time to build traf­fic but once built it can last longer.

While pay per click focus­es on using “paid search”, mar­ket­ing offered by search engines to get traf­fic to a web­site through the very same search engines like Google. Pay-Per-Click requires a bud­get but it can also ben­e­fit you if you do it right from the get go.

Both of this SEM strate­gies requires prop­er key­word research and analy­sis. By choos­ing the cor­rect key­words and cre­at­ing good qual­i­ty con­tent you stand a chance of get­ting and keep­ing traf­fic.

Online Banners or Media Buy

Years ago when peo­ple spoke about online adver­tis­ing, they spoke of this type of adver­tis­ing. This is a type of online adver­tis­ing where­by some­one sells adver­tis­ing space in the form of ban­ners.

It is part of the dig­i­tal mar­ket­ing which one can use to pro­mote their web­site to send traf­fic to it. There mul­ti­ple ways you can find good qual­i­ty ad spaces on the inter­net. It requires a bud­get just like pay-per-click and your site will be removed ones you run out of the set amount.

You can find media buy com­pa­nies which are com­pa­nies that sell dif­fer­ent size ads and are in asso­ci­a­tion with oth­er top web­sites or blogs with high traf­fic. Then you can buy some of those ads spaces and your ads will be dis­played in those high traf­fic web­sites.

The types of ban­ners that are used can be ani­mat­ed images, videos, text ads and more. They are also of dif­fer­ent sizes like, 125 x 125 ads, 400 x 60 ads, sky­scraper ads, etc.

Some of the pop­u­lar media buy web­sites are BuyAds.com and SiteScout.com. If you don’t want to use media buy com­pa­nies your can find top indi­vid­ual inter­net mar­keters who pro­vide sim­i­lar ser­vices. This type of adver­tis­ing yields good results if you choose the right com­pa­nies with high traf­fic.