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Digital marketing is the means to express the evolution of the discourse between marketer and user/consumer. The relationship has changed over the years through its means, yet the essence remains the same – there’s an exchange happening, but whereas before the seller would have to entice people through the shop window and some adverts, now the seller can bombard the consumer with information literally all of the time.
The consumer comes to them now, the problem is no longer how to get the customer into the shop alone, but also creating a loyal and trusting relationship to secure sales.What is important are the various techniques that develop due to digital marketing strategies, including: search engine optimization (also known as SEO), search engine marketing (SEM), digital advertising, social marketing, email marketing, website design and development, content development, e-commerce and mobile marketing.The conversation develops depending on the developments of technology.
Defining Digital MarketingDigital marketing is also known as ‘online marketing’ or ‘web marketing’, and it was a term that started to be put into use in the early ‘90s.
Brands have to nowadays resort to some form of digital marketing, they have to have a virtual presence to remain relative. Being an online presence implies that they are available for their customer 24/7, which makes one globally available.Another benefit is the conversation between the customer and the seller, the latter wants feedback from the consumer.
Platforms such as Instagram now give companies the opportunity to interact and create a loyal following – it’s not about the one-time purchase, it’s about engaging them enough to do so again. Of course this means that you might have to deal with some negative feedback and comments too, but that is to be expected – you can’t please everyone and you’re not meant to. Keep your target audience in mind and you should be able to move along swiftly.Do encourage client conversation and make use of bloggers to advertise your products through blogs, websites, videos, you name it.
Another benefit is the conversation between the customer and the seller, the latter wants feedback from the consumer.
Platforms such as Instagram now give companies the opportunity to interact and create a loyal following – it’s not about the one-time purchase, it’s about engaging them enough to do so again. Of course this means that you might have to deal with some negative feedback and comments too, but that is to be expected – you can’t please everyone and you’re not meant to. Keep your target audience in mind and you should be able to move along swiftly.
Do encourage client conversation and make use of bloggers to advertise your products through blogs, websites, videos, you name it.
A few years back I started a group on Facebook called Learn Digital Marketing. It started with a few members and grew to a few hundred in the first few weeks. Today it has 56,000+ members and is the largest digital marketing group in India.
The initial set of members were from my network. But instead of waiting for people to discover and join the group, I followed a few key promotional strategies to increase the membership.In this article, I want to share some of the strategies that I used to grow this group. But before we dive into the promotional strategies, let’s look at the benefits of having a group on Facebook.
Why Facebook Groups?A Facebook group is an excellent content asset for business. Though you don’t have complete control over it, the benefits outweigh the downsides.
This Digital Marketing Facebook group is one of the top assets of my business apart from my blog and the email list. My primary revenue channel is selling digital marketing courses to my audience. On this group, my audience and potential customers hang out.
I get feedback for my products, get new product ideas and understand my audience better. For example, look at this post where I am asking for new ideas for blog posts. I’ve got plenty of comments that helps me get new blog topic ideas.
It is also a platform where I can promote my products and blog posts. If I share a blog post on this group, the post gets at least a 1,000 clicks. That’s worth $100 to me.A group with 50,000 engaged members is 10x valuable that a Facebook page with 50,000 likes because the engagement on a group is a lot higher.
The engagement is greater because the group members create most of the content, help out each other and contribute. It is not a one-way communication platform from a brand, unlike a Facebook Page. I’ve tried asking the same questions on my Facebook Page and the engagement is never as great as the one on the group.
Facebook groups also get a higher engagement than stand-alone forum platforms. That’s because in other platforms, there is no curated delivery mechanism for content, and it results in information overload. Facebook groups perform better because Facebook curates the posts for its users and delivers it on the main news feed. The algorithm decides what posts to show and what not to show based on the user’s past behaviour and interests.
This is the same algorithm which decides whether to show you your friend’s update or not. Over time this algorithm has become very intelligent and shows posts to people only when the algorithm thinks that it would be interesting for them.
Differentiating yourself is an important aspect of a long term successful career in digital marketing. If you are perceived as someone of the same skill set and ability as most candidates in the digital marketing industry chances are that you are playing a hit or miss with every job you apply for.
Differentiating yourself is not just about dressing better than the rest or getting an extra degree under your belt. Differentiating is more about how your skills, talent, and education makes you irreplaceable.
It is about bringing the best and the most real version of you and honing it until the whole digital industry sees your brilliance.
Why Differentiating Yourself is ImportantMost people are afraid of getting skills which are not “Hot in the market” or saying something which is not “popular belief” because they think they will get ignored or mocked at. The truth is far away from it. An offense is the best way of defense and is a faster way to find both security and success in your career.
1. Higher Job SecurityIn a cut throat market people who are easily replaceable are the ones who get fired. The one’s easily replaceable are the ones who are like the rest – similar looking resume, similar job roles, and similar salaries. The ones who stay are the ones who have proved the ROI they provide to their business. The one with highest job security is the one who the company knows that they can’t find a replacement to your passion, hard work, and brilliance.
2. Draw a Higher SalaryYou get paid not just for the work you do but also for how the company perceives your value. If you have a skill set which is difficult to find in the marketplace you should expect a higher salary by the simple demand to supply economic equation. Having mastery over skills like Web Analytics, Technical SEO and Conversion Rate Optimization can give you a better salary edge over your peers.
3. Get Better OpportunitiesIf you are good only at digital marketing and applying for a role as a CEO in a digital agency then chances are that 100 other applicants have resumes which are as good as yours. By having proven record of leadership, client servicing, operations, and sales you would have a better shot at this role. An important set of skills most digital marketers shy away from learning because they think it is irrelevant.
More traffic to a website does not always mean more revenue, unless the revenue model is purely based on display advertising. Display advertising model brings the lowest revenue per visitor compared to all the other revenue models and there are some studies that suggest that only 27% of the internet visitors actually end up looking at a display ad.
One of the best ways to monetize internet web traffic is to convert them into leads and then promote a product or service to them via email marketing or a follow up phone call. This is also called Inbound marketing. Outbound marketing or interruption advertising is no longer effective because people are getting better at tuning out of interruption.
The best way to attract traffic to a website is via content marketing. Content marketing is best done through blogging, social media and email marketing. However in this post we will not be covering how to attract traffic but rather we will talk about how to convert those traffic into leads.All the tips below are based on my personal experience working on blogs which run on the WordPress platform. If your blog or content channel is not based on WordPress, you will still find these tips useful.
1. Landing PagesLanding pages are one of the most effective ways to convert a visitor into a lead. While the purpose of many content pages on websites is to provide information; landing pages are designed for collecting contact information. Very effective landing pages combined with targeted traffic can give a conversion ratio of as high as 50-60% and in some rare cases even more than that.
Putting up several landing pages inside your blog or main content website increases the chances of more people coming to those landing pages via search engines, referral and direct traffic and hence it increases the chances of lead collection. You can also have different banners in your blog which link to one of your own landing pages. Another effective method of bringing traffic to such landing pages is via YouTube content marketing which will be explained in detail in another article.
Different landing pages are attractive to different people or groups and hence one should never rely on only one landing page. And its often a good idea to send traffic to the landing page via a blog and then measure which landing page performs better. HubSpot.com, a leader in Inbound marketing software and methodology recommends that a business should have as much as 40-50 landing pages with different offers.
You can design a landing page on your own or you can use some plugins and themes that are available in the market which makes the creation of landing pages very easy. Optimize Press is one such WordPress theme which can help you create landing pages easily.
2. Notification BarsNotification bars are the full wide banners on the top of the websites. Internet users have been “trained” to pay attention to the notification bars because the browsers usually display warning messages like a missing plugin or a blocked popup in the notification bar. Such bars stay on the top of everything and many such bars can be configured to stick to the top even when people scroll down the website. It is a very good attention grabber.
One can put an email form in the notification bar itself or there can be a link to one of the landing pages from the notification bar. The following image from ProBlogger.net shows an email optin form on the notification bar.HelloBar.com is a good solution for notification bars. They have different plans based on how many clicks you will receive and they also offer split testing options where you can track the performance of different words and call-to-action links. However HelloBar.com is a bit pricey and if you want a free solution you can go for the WordPress plugin called Notification Bar. The options in it are limited and works only for WordPress. If you search around, there are many free and paid alternatives to put up a notification bar in your website.