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Introduction to Digital Marketing


Digital marketing is the process of using online channels to promote and sell products and services. It’s a broad term that can be broken down into several categories, including SEO, social media, email, and content marketing. In this guide, we’ll give you an overview of each of these categories and explain how they can help you reach your marketing goals.


What is digital marketing?


Digital marketing is the process of using online channels to promote and sell products or services. It encompasses all marketing activities that take place online, including advertising, social media, search engine optimization (SEO), and more.

With so many different touchpoints, it can be difficult to keep track of everything. That’s why it’s important to have a solid plan in place. A good digital marketing strategy should include a mix of different types of content, such as blog posts, infographics, images, and videos. It should also include a mix of paid and organic tactics, such as paid advertising and SEO.

When executed correctly, digital marketing can be an extremely effective way to reach your target audience and achieve your business goals. However, it’s important to keep in mind that not all digital marketing tactics are created equal. Some are more effective than others, and some may even be detrimental to your overall strategy.

That’s why it’s so important to experiment and test different tactics before you implement them on a larger scale. By doing so, you can figure out what works best for your business and your target audience. Once you have a solid understanding of how digital marketing works, you can start planning your own strategy.


The benefits of digital marketing


Digital marketing is one of the most efficient and effective ways to reach your target market. It allows you to connect with customers and prospects in a way that is highly personalized and relevant. Digital marketing is also affordable, making it an attractive option for small businesses and startups.

Digital marketing provides a number of advantages over traditional marketing:

Higher reach: With digital marketing, you can reach a large audience quickly and easily. There are no geographical limitations.

Lower cost: Digital marketing is more affordable than traditional marketing techniques like print, television, or radio advertising.

More engaging: Digital marketing techniques are more engaging and interactive than traditional techniques like print ads or television commercials.

More personal: Digital marketing allows you to tailor your message to specific segments of your target market, making it more personal than mass-media advertising.

Higher ROI: Digital marketing is more effective and efficient than traditional marketing techniques, resulting in a higher return on investment.


The Different Types of Digital Marketing


Digital marketing is the process of using online channels to promote or market products and services. There are many different types of digital marketing, and each has its own advantages and disadvantages. In this guide, we will take a look at the different types of digital marketing and how they can be used to promote your business.


Search engine optimization (SEO)


Search engine optimization (SEO) is when you use Google-approved techniques to make your website more visible in the organic search results. The goal of SEO is to improve your website’s ranking in the search results in order to get more traffic to your site.

SEO is a long-term strategy because it takes time for Google to index and rank your website. However, it can be a very effective way to get more traffic to your site, especially if you are targeting high-traffic keywords.

To improve your SEO, you should focus on two main aspects: on-page optimization and off-page optimization.

On-page optimization is all about making sure that your website’s content and code are optimized for the search engines. This includes things like optimizing your title tags and meta descriptions, using keyword-rich titles and description, and making sure that your website’s content is crawlable by the search engine spiders.

Off-page optimization is all about building links to your website from other websites. The more high quality links you have pointing to your site, the better. Link building can be a very time consuming and difficult process, but it is definitely worth it if you want to improve your SEO.


Search engine marketing (SEM)


Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.

SEM is the process of bidding on keywords related to your business that are relevant to your products or services. When you bid on these keywords, your ad appears in the search engine results pages (SERPs) next to the organic search results for those keywords. If someone clicks on your ad, they are taken to your website where they can learn more about your product or service.

The goal of SEM is to get as many people as possible clicking on your ads and taking action on your website. That could mean making a purchase, signing up for a newsletter, or anything else that you want them to do.


Social media marketing (SMM)


SMM is the process of using social media platforms to promote and grow your business. The goal of SMM is to build relationships and connect with potential and current customers.

There are many different types of social media platforms, but the most common are Facebook, Twitter, LinkedIn, and Instagram. Each platform has its own strengths and weaknesses, so it’s important to choose the right platform for your business.

For example, Facebook is great for building relationships and connecting with customers, but it doesn’t work well for promoting products or services. Twitter, on the other hand, is perfect for promoting sales and coupons.

The best way to use social media is to create a strategy that combines all of the different platforms. This way you can reach the widest audience possible.


Content marketing


Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Content marketing’s purpose is to attract and retain customers by creating valuable content that addresses their needs. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

Effective content marketing requires a consistent commitment to creating high-quality materials that are relevant to your target audience. This means regularly publishing blog posts, infographics, ebooks, guides, and other types of resources that provide value to your readers. In order to be successful with content marketing, you need to create material that is both interesting and helpful — otherwise, your target audience will quickly lose interest.

To get started with content marketing, it’s important to first understand your target audience and what kind of information they are looking for. Once you have a good understanding of your buyer persona’s needs, you can begin creating content that answers their questions and solves their problems. In addition to publishing helpful content on your website, make sure to also distribute your content through social media channels and email newsletters — this will help ensure that your target audience sees your material and is able to engage with it.


Email marketing


Email marketing is one of the most popular and effective types of digital marketing. It allows businesses to target a wide range of consumers with personalized messages that promote products, services, or special offers. Email marketing is an affordable way to reach a large audience and can be used to build brand awareness, drive traffic to a website, or generate sales leads.

To be successful, email marketing campaigns must be well-planned and organized. The sender must have a clear idea of what they want to achieve with the campaign and what type of content will appeal to their target audience. It is also important to track the results of email marketing campaigns so that you can adjust your strategy as needed.


Affiliate marketing


Affiliate marketing is a type of digital marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. The industry has four core players: the merchant (also known as ‘retailer’ or ‘brand’), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as ‘the affiliate’), and the customer. The market has grown in complexity to include a large range of players, including specialized third-party vendors, super-affiliates, and niche marketers.

A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a multi-communication channel where information can be quickly exchanged around the world by anyone without any regard to whom they are.[28] Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[29]

Affiliate marketing occurs when advertisers organize third parties to generate potential customers for them. Third-party affiliates receive payment based on sales generated through their promotion.[26]:22 Affiliate marketers generate traffic to offers from affiliate networks, and when the desired action is taken by the visitor, the affiliate earns a commission. These desired actions can be an email submission, a phone call, filling out an online form, or an online order being completed.


Display advertising


Display advertising refers to the use of online advertising platforms to generate awareness and traffic towards a brand or product. Display ads can take many different forms, including text, images, videos, and animations.

Display ads are often used in conjunction with other digital marketing strategies, such as search engine marketing (SEM) or social media marketing (SMM), to increase their effectiveness. However, they can also be used as standalone campaigns.

There are many different types of display advertising, including banner ads, rich media ads, native ads, and video ads. Banner ads are the most common type of display ad, and are typically static images that are placed on web pages. Rich media ads are more interactive and often include videos or animations. Native ads are designed to blend in with the surrounding content on a page, and are typically less interruptive than other types of display ads. Video ads are becoming increasingly popular, and can be used to promote products or services in a short and engaging format.


How to Create a Digital Marketing Strategy


Your digital marketing strategy is the series of actions that are going to help you achieve your goal(s) using online marketing. The best digital marketing strategies are built on a foundation of research. So that’s where we’ll start.


Set your goals


Goals are the specific results you want to achieve with your digital marketing strategy. They should be SMART:

S – Specific: Define what exactly you want to achieve, using as much detail as possible.

M – Measurable: You need to be able to track progress towards your goal so that you can see whether you’re on track. Quantifiable metrics are best for this, such as website traffic or number of new leads.

A – Achievable: When setting goals, it’s important to be realistic. If your goal is too ambitious, you’ll never be able to achieve it and you’ll become discouraged.

R – Relevant: Make sure your goal is relevant to your business and aligned with your overall marketing strategy.

T – Time-bound: Set a timeframe for achieving your goal so that you have a deadline to work towards.

Now that you know what SMART goals are and how to set them, it’s time to start thinking about what kind of goals you want to achieve with your digital marketing strategy. To help get you started, here are some examples of digital marketing goals:
-Generate XX new leads per month from the website
-Increase website traffic from organic search by XX%
-Convert XX% of website visitors into email subscribers


Research your audience


The first step to creating a digital marketing strategy is to research your audience. You need to understand who your target market is, what their needs are, and what they are looking for. Once you know this, you can create content that appeals to them and helps them find what they are looking for.

You can use a number of different methods to research your audience, including market research surveys, focus groups, and social media listening. Once you have gathered some data, you can start to create personas for your target customers. This will help you better understand their needs and how you can appeal to them.

Once you have a good understanding of your audience, you can start to create a digital marketing strategy that will help you reach them.


Define your buyer persona


In order to create a solid digital marketing strategy, you need to understand who your target customer is. This is known as a buyer persona.

A buyer persona is a fictionalized representation of your ideal customer based on real data. Once you know who your buyer persona is, you can then create content that appeals directly to them.

To create a buyer persona, start by conducting market research. Talk to your existing customers and ask them questions about their interests, needs and pain points.

You can also look at your website analytics to see who is already visiting your site and engaging with your content. Once you have a good understanding of who your target customer is, you can then start creating content that appeals directly to them.


Create a buyer’s journey


The buyer’s journey is the process that your potential customer goes through when they are considering a purchase. It includes everything from awareness of a problem or need, to consideration of different solutions, to making a final decision.

As a marketer, it’s important to understand the different stages of the buyer’s journey so that you can create content that speaks to each stage. For example, someone who is in the awareness stage may be searching for general information about their problem, whereas someone in the decision stage may be comparing different solutions and looking for specific product information.

Here’s a more detailed look at each stage of the buyer’s journey:

-Awareness: The buyer is aware that they have a problem or need and begins to search for information about possible solutions.
-Interest: The buyer is interested in a particular solution and begins to compare different options.
-Decision: The buyer has decided on a particular solution and is now looking for specific product information.
-Action: The buyer takes action and makes a purchase.


Set up your website


Your website is the foundation of your digital marketing efforts. It’s where you will showcase your brand, communicate your value proposition, and drive conversions. If you don’t have a website yet, now is the time to create one.

Your website should be:
-Designed with your buyer persona in mind
-Optimized for search engine ranking
-Mobile responsive
-Easy to navigate
-Fast loading
-Filled with valuable content


Optimize your website for SEO


Make sure your website is accessible to both search engines and human users. Use keyword-rich titles, descriptions, and Alt text on all site content. Optimize your site structure and navigation to simplify the path from entry to conversion. And submit your sitemap to Google Webmaster Tools for indexing. Remember, optimization is an ongoing process, not a one-time event.


Create great content


“If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.” – Antoine de Saint-Exupery

The first step in creating a great content marketing strategy is to understand what your customers want and need. What are their problems? What are their hopes and dreams? What’s their largest source of frustration?

An effective digital marketing strategy will be built around creating and distributing content that addresses these needs and desires. But before you can start creating content, you need to understand what your audience wants.

One way to do this is to create a customer persona. A customer persona is a fictionalized representation of your ideal customer based on real data about your existing customers. Once you have created a customer persona, you can use it to inform all of your content marketing efforts.

Your customer persona should include:

-Demographic information: age, location, gender, job title, etc.
-Psychographic information: interests, values, needs, etc.
-Technographic information: level of tech savvy, online behavior, etc.


Promote your content


There are a number of ways to promote your content once it’s been created. Here are some of the most effective methods:

-Social media: Share your content on social media platforms like Facebook, Twitter, and LinkedIn. Make sure to use relevant hashtags and include a call-to-action in your posts.

-Email marketing: Add a link to your blog post or article in your next email newsletter. You can also mention your content in a weekly or monthly update email.

-Paid advertising: Boost your posts on social media or use Google AdWords to display ads for your website or blog on the search engine results page.

-Influencer outreach: Reach out to influencers in your industry and ask them to share your content with their followers.


Engage with your audience


The heart of any good digital marketing strategy is audience engagement. You need to know who your target audience is, what they want, and how to reach them. Once you have those three pieces of information, you can start crafting content that speaks to your audience’s needs.

Your content should be engaging enough to encourage your audience to stick around, but also informative enough to answer any questions they may have. If you can do both of those things, you’ll be well on your way to developing a strong relationship with your audience.

In addition to creating great content, you also need to make sure you’re promoting it in the right places. Social media is a great way to reach a large number of people with relatively little effort. But you need to make sure you’re promoting your content on the right platforms and in the right way.

And finally, don’t forget about email marketing! Email is still one of the most effective ways to reach people online. You can use email to promote new blog posts, special offers, or anything else you think your audience would be interested in. Just make sure you’re not overdoing it – no one likes being inundated with emails!


Measuring Your Digital Marketing Success


No matter what digital marketing tactics you use, you need to be able to measure your success. Why? Because if you can’t measure your success, you can’t improve upon it. In this guide, we’re going to show you how to measure your digital marketing success so that you can continually improve your campaigns.


Set up Google Analytics


To get started, you’ll need to set up Google Analytics. This will allow you to track your website traffic and see where your visitors are coming from. To do this, you’ll need to create a Google Analytics account and add the tracking code to your website.

Once you’ve done this, you can start tracking your visitors. Google Analytics will show you how many people are visiting your site, how they found it, and what they’re doing while they’re there. This information is invaluable for understanding what’s working and what isn’t in your digital marketing efforts.

If you want to go beyond simply tracking your website traffic, you can also use Google Analytics to track conversions. This means that you’ll be able to see not only how many people are visiting your site, but also how many of them are taking the desired action (such as signing up for a newsletter or making a purchase).

To set up conversion tracking in Google Analytics, you’ll need to create a goal. A goal is simply a specific action that you want your visitors to take on your website. Once you’ve created a goal, you can start tracking conversion rates and see which digital marketing efforts are most successful at driving conversions.


Track your goals


There’s no shortage of goals you could be tracking when it comes to your digital marketing success. The important thing is to make sure you’re focusing on the right ones—the ones that are most important to your business and that will help you move closer to your overall company objectives.

To help you get started, we’ve put together a list of 8 common digital marketing goals, along with some tips on how to measure them:

1. Increase brand awareness: One way to measure this goal is by looking at your brand mentions or search engine ranking for your targeted keywords.
2. Drive traffic to your website: This can be tracked by looking at your website’s analytics to see how many visitors are coming to your site, and where they’re coming from (e.g., search engines, social media, referrals, etc.).
3. Generate leads: To track this goal, look at how many leads are being generated from your website or digital marketing campaigns, and track the conversion rate of those leads into customers.
4. Increase online sales: This goal can be tracked by looking at your ecommerce analytics to see how much revenue is being generated online, and which products or services are selling the most.
5. Increase customer loyalty: To measure this goal, track customer satisfaction levels and Net Promoter Scores (NPS) over time.
6. Increase brand engagement: A few ways to measure brand engagement are by tracking social media mentions, actively engaged subscribers or followers, and blog comments or shares.
7. Increase website visitors: This goal can be tracked using Google Analytics or other web analytics tools which show you how many people are visiting your site, and where they’re coming from (e.g., search engines, social media, referrals, etc.).
8. Get more App downloads: If you’re focusing on increasing App downloads as a goal, then track downloads by country/region or platform (iOS vs Android), and look at conversion rates from each source (e.g., organic search vs paid advertising).


Analyze your traffic


One of the most important aspects of digital marketing is analyzing your traffic. This helps you understand where your users are coming from, what they do while on your website, and how you can better market to them in the future.

There are a number of ways to measure your traffic, but one of the simplest is to use Google Analytics. This is a free service offered by Google that gives you a wealth of information about your website traffic.

Once you have Google Analytics set up, you can start to track things like:
-The number of visitors to your website
-The average time spent on your website
-The pages that are most popular on your website
-The referring websites that send traffic to your website
-The location of your visitors
-And much more!

By understanding this data, you can start to make changes to your website and digital marketing strategy that will result in more targeted and effective campaigns.


Measure your conversions


Conversions are the lifeblood of any digital marketing campaign. Without conversions, you don’t have customers and without customers, you don’t have a business. That’s why it’s essential to measure your conversions and take steps to improve them.

There are two main types of conversions: macro and micro. Macro conversions are the big ones, like sales or newsletter signups. Micro conversions are smaller actions that lead to a macro conversion, like clicking on a call to action or watching a video.

You can measure your conversions in several ways, including:
-Google Analytics: This is the most popular conversion tracking tool and it’s free to use. Google Analytics gives you detailed information about your website traffic and how they interact with your site.
-Conversion tracking pixel: A conversion tracking pixel is a piece of code that you add to your website. When someone takes an action that you’ve defined as a conversion, the pixel fires and sends data back to the platform where you placed it (usually Facebook or Google).
-landing page software: Landing page software is designed to help you create effective landing pages, which are pages on your website that are designed to convert visitors into customers or leads. Many landing page platforms offer conversion tracking as well.


A/B testing


A/B testing is a controlled experiment where two versions of a web page (A and B) are shown to users at random, and statistical analysis is used to determine which page performs better for a given conversion goal.

A/B testing can be used to test anything that can be measured on a web page, such as the position of a call-to-action button, the color of a button, the copy on a landing page, or the design of an entire website.

The key to running an effective A/B test is to change only one element at a time. This allows you to isolate the effect of that one change and determine whether it had a positive, negative, or no impact on your conversion goal.