A Quick Start Guide to Digital Marketing
What is marketing?
Marketing is essentially the process involved in reaching out the finished product or services to the end consumer and developing a framework in which we retain the customer for future sale of products and services.
Yes, we all know this.
The first newspaper or print media was published around 59 BC in Rome. The concept of marketing has existed since then and we are not new to the concept of “marketing”.
What then would be new in this digital era?
A search for the term “digital marketing” almost returns around 2.7 Billion results in Google.
A recent report shows that almost 57% of the world use internet which accounts for 4.33 Billion active internet users.
The changing economies and more budding startups and entrepreneurs we see each year will only give more opportunities for digital marketers to grow, learn and earn.
So what does this mean to you?
Are you a person looking to start your own business but do not know how to go about it?
Are you looking to learn a new skill to sustain yourself in this lockdown?
Do you want to start a freelance career in digital marketing?
Then this blog is for you.
So what are you waiting for?
Whoever you might be, learning digital marketing will definitely be beneficial in the current digital era.
So, let’s get started, shall we?
In this blog, we will be giving you a glimpse into digital marketing and the best frameworks to start a successful business, and we hope this will motivate you to research and learn more.
CATT Marketing funnel
This marketing tool will define the basic steps involved in starting or developing a business framework and growing it exponentially
According to the CATT marketing funnel, the success of a business can be defined as
Wealth = n * CATT where
N — Niche being selected
So essentially, the success of your business depends on the niche being selected for your business. When we focus on a single niche we can identify our target customers and use targeted marketing. You can use tools like ‘Google AdWords Keyword planner’ to find popular search terms and select a niche that is both popular and is in line with your passion.
C — Content
We need to create useful content that attracts people to your niche. Marketing is just a tool to drive people to your content. From there, it is the quality of the content which ensures that the customers are retained. We can create good content and attract people through blogs, YouTube videos, live webinars, lead magnets etc.,
A — Attention
Once we have created good content, we need to drive traffic to our content using several methods like SEO, Social Media, Paid Ads , Email marketing and referrals.
T — Trust
Once we have got the traffic and the customer’s attention, building trust is essential to retain our customers. This can be done through several ways like trip wires, marketing automation and deep marketing. For e.g., deep marketing is one such method in which we use personalized content to communicate with the customer deeply to make them feel a connect with your brand.
T — Transaction
This is the most important stage where we need to convert the potential leads into customers with natural sales methods. Once we have built attention and trust with our target customers, they being already interested in our product, sales will follow automatically without building pressure.
Different kinds of marketing methods
We need to use the right kind of marketing methods that would better suit our business.
Traditional Marketing –
· More suitable for businesses looking to build a large local audience. A small business would be better off competing for attention through billboards, flyers, and events rather than trying to compete for digital space against larger businesses.
· To give the look and feel of a brand and to maintain a brand status, many leading brands still retain an outlet which actually increases the value of the brand.
More costly than digital marketing methods.
Digital marketing is marketing your products through channels like content marketing, email marketing or social media marketing.
Content Marketing is one of the strategic marketing approaches where we create and distribute content to a defined audience to keep them in your funnel for profitable product launches.
To understand more about how to start a blog for content marketing visit this link — https://digitalworldexpert.com/how-to-start-blogging/
· Data and audience involvement can be tracked instantly. When someone clicks on a link to your site, reads an email, or follows you on social media, you have that information immediately. You can draw numerous insights from this data
· Incurs less cost
· Also, we can get immediate feedback from methods like direct response marketing. An ad with a phone number to call or which leads to a landing page is a method of direct response marketing. Hence we get immediate feedback on how effective the marketing really is. We can also use this strategy to drive sales by giving discount on a product through a link which would be valid only for a certain period of time.
Selection of strategy
Hence, when deciding between traditional marketing vs. digital marketing, it’s not necessarily true that one is simply better than the other as they serve different purposes. The bottom line is that we need to fully understand the business, target market and select a strategy that would best suit our business. In most cases, it would be best to combine both strategies wherever applicable.
More Marketing Concepts Explained
Good Marketing is all about good communication.
It is about reaching the right message to the right people at the right time.
In fact, marketing needs to start before the creation of the product itself. We need to understand the needs of the customer and create a product based on their needs.
This can be done by creating a brand trust with the customers and getting their feedback to better understand their needs.
Brand trust is also one of the biggest factors in consumers purchasing decisions.
You can also monitor how well your audience trusts your brand by checking out relevant review sites — Google My Business, Yelp or Trustpilot.
You can ask your customers directly for their opinions on your brand through online tools such as Survey Monkey, which provides templates you can customize and you can also track mentions and conversations about your business on social media with social media management tools like Hootsuite.
While creating a brand narrative, we also need to be authentic in telling stories which creates an image for your brand and therefore builds trust.
For example, everyone knows the story of Bill Gates, the mind behind the Microsoft Corporation. He started programming at the young age of 13 and developed a program to optimize the use of traffic for $20,000. This was the initial start which led him to develop the 800 billion dollar company as we know today.
Such stories create brand trust which helps to develop a good relationship with the customers.
Also, we must encourage customers to share their stories on social media and their relationship with the brand. Research has shown that people are in general more willing to trust a product that has been referred by other users on social media.
Economics sure impacts marketing
In many ways, marketing can be thought of as a sub-discipline of economics. The economy has a direct impact on the way marketers push their products to consumers.
Some of the biggest economic factors that affect marketing are demand and supply. Often, the goal of a marketing campaign is to drive up demand.
When demand is high, the price of a product can also be high, increasing profitability for a business.
When demand is low, the price lowers too. So marketing during a recession is challenging as businesses generally have a smaller budget and fewer resources.
Therefore, it’s critical to position products and services as integral to a consumer’s lifestyle, showing them how their lives will truly benefit from that purchase.
Today, macroeconomic tools are also available which help forecast which economic factors will affect your business. With such forecasting tools, we can schedule campaigns around times where consumer spending is predicted to be highest.
As much as we would like to think, the profit of a business is solely on marketing campaigns, the economy also plays a major role.
E.g., a 2015 JP Morgan study found that when gas prices fell, consumers spent 80 percent of the money they saved on additional purchases like dining out, entertainment and electronics. If you were a marketer in these industries, it would be wise to know (using forecasting tools) when the gas prices are going to fall next and schedule marketing campaigns around these times.
So it is in fact imperative for marketing teams to not only work on historical data but also on data forecasting the future and devise marketing campaigns accordingly.
Integrated Digital Marketing framework
We use the integrated digital marketing framework to exponentially increase sales for our business. For e.g.,
· We create content on social media and when we have the attention of potential leads, we build trust through email marketing.
· We maintain trust through email marketing and we drive traffic from existing email subscribers again to various other content generated through blogs, videos, webinars, discounted products etc.,
· We drive more traffic to our content through SEO and this would in turn increase more email marketing and more traffic to our social media.
So, all the marketing methods need to be integrated and must drive traffic to each other and complement one other. Hence, following this model would rather give an exponential growth to our business even if one of those methods were outsourced to a third party.
Last but not the least I would like to give you another framework before ending our tutorial and this would summarize the steps to build an effective brand or business using the bottom up approach.
Learn- First step is to learn the skill or the niche that you have selected. Learn, practice and master the concepts first
Work — Once you have learned a skill theoretically, you need to implement in the real world to get better understanding. By practicing, you gain experience and confidence and then you can start building your brand.
Blog — Start blogging about your niche and your experiences. Make YouTube videos on the same and help build a customer base. Also include the feedback of different people you have worked with and drive more traffic to your blog.
Consult — Once you have an established content marketing setup through blogs, you can start consulting on your niche for other businesses. This would give you more expert status.
Mentor — Only when you have followed the above four steps, you can start mentoring people which is like group consulting. This will help you scale your business to a whole new level and start the exponential growth for your brand.
If you have reached this point in the article, I commend you for your patience :) and do post a comment on what made you reach till this point :)
The fact is that today every company and brand needs a digital marketing strategy to survive in today’s world. So if you are either looking to start a business or looking to work as a freelancer, learning digital marketing would be very beneficial.
P.S: I am actually an intern learning digital marketing and this is my first article on 1000+ words. I feel grateful to have learnt a lot in a very short time and thank Digital Deepak for this journey so far. If you are also interested to subscribe to his internship program, do feel free to visit https://surveyninja.typeform.com/to/bhZ6w2m3
Would be happy to know your comments and feedback.