Before I start this I will recommend you, if you not read the 1st part of digital marketing you should read it first click here “what is digital marketing?“
In this session, we are only highlighting what digital marketers do. Let’s start:-
What Does a Digital Marketer Do?
Digital marketers are responsible for increasing brand awareness and lead generation across all digital channels – both free and paid – that the company’s disposal.
These channels include social media, the company’s own web site ranking in search engines, e-mail, media advertising, and company blog.
Digital marketing usually focuses on a variety of key performance indicators (KPI) for each channel, so that they can properly measure the effectiveness of the company through each of them.
Digital marketer who is responsible for the SEO, for example, measures the “organic movement” of its site – its traffic from visitors who found page business’s site through Google search.
Digital marketing takes place through many marketing roles today. In small companies, a generalist can own many digital marketing tactics that are described at the same time. In larger companies, these tactics have more professionals that focus on only one or two digital channels of the brand.
Here are some examples of these specialists:
Main KPIs: Organic traffic:-
In short, SEO managers get the job to rank on Google. Using different approaches to optimizing the search engine, this person can work directly with content creators to ensure that content produced on Google is done well – even if the company also publishes this content on social media.
Main KPIs: Follows, Impressions, Shares:-
The role of social media managers is easily performed from the title, but which social networks that run the company depend on the industry.
First of all, social media managers establish a schedule for publishing written and visual content of the company.
This employee can also work with content marketing specialists to develop a strategy for which content to publish on which social network.
Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers:-
Content marketing professionals are creators of digital content. They often keep track of the company’s blogging calendars and create a content strategy that includes video.
These professionals often work with people in other departments to provide products and campaigns that launch business activities to support promotional content on each digital channel.
Main KPIs: Email open rate, campaign click-through rate, lead-generation (conversion) rate:-
The Marketing Automation Coordinator helps in the selection and management of software that enables the entire marketing team to understand the behavior of their clients and measure the growth of their business.
Since many of the above-described marketing operations can be performed separately from each other, it is important that there is someone who can group these digital activities into individual campaigns and monitor the performance of each campaign.
What is Inbound Marketing VS Digital Marketing:
On the surface, these two look alike: Both appear primarily online, and both focus on creating digital content for people who consume it. What’s the difference?
The term “digital marketing” does not differ between the marketing tactics of push and pull (or what can now be called “input” and “output” methods). Both can still be under the umbrella of digital marketing.
Digital Refugee Tactics aims to put marketing messages directly to as many people in online spaces as possible – whether relevant or welcome. For example, the huge advertising banner you see on the top of many websites is trying to push the product or promotion to people who are not necessarily ready to receive.
On the other hand, vendors using digital tactics to use online content to attract their target customers to their sites by providing assets that are useful to them.
One of the simplest and most powerful digital marketing inputs is a blog that allows your site to use the terms that your ideal customers are looking for.
In the end, input marketing is a methodology that uses digital marketing tools to attract, engage and satisfy online customers. Digital marketing, on the other hand, is just an umbrella term for describing the tactics of online marketing of any kind, regardless of whether they are considered as input or output.
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Does Digital Marketing Work for All Businesses?
Digital marketing can work for any business in any industry. Regardless of what your company is selling, digital marketing still involves the construction of the people they buy to identify the needs of your audience and create valuable online content.
However, this does not mean that all businesses need to implement the digital marketing strategy in the same way.
If your business is a consumer (B2C) company, depending on the price of your products, it is likely that your digital marketing efforts are aimed at attracting people to your site and making them users without any contact with the Seller.
For this reason, you are likely to be less likely to focus on “leading” in their traditional sense and will likely focus on building a fast-paced customer from the moment somebody landed on your website until they buy it.
This will often mean that your product features in your content are more in the market left than it might be for a B2B business, and you may have to use stronger call-to-action calls (CTAs).
For B2C companies, channels such as Instagram and Pinterest can often be more valuable than LinkedIn business platforms.
What Are the Benefits of Digital Marketing?
Unlike most offline marketing, digital marketing allows sellers to see accurate results in real time. If you have ever published an ad in the newspaper, you will know how hard it is to evaluate how many people actually switched to that page and paid attention to your ad. There is no safe way to find out if that ad was responsible for any sale.
On the other hand, with digital marketing, you can measure ROI pretty much any aspect of your marketing efforts.
Here are some examples:
Imagine that you have created a product brochure and placed it through human mailboxes – this brochure is a form of content, even though it is offline.
The problem is that you have no idea how many people opened your brochure or how many people threw them into the trash.
Imagine now that you have this brochure on your website. You can accurately measure how many people viewed the site on which it is hosted, and you can collect contact information for those who download it using forms.
Not only can you measure how many people are concerned with your content, but also generate qualified guides when people download them.
With digital marketing, you can see the exact number of people who watched your web site in real time using digital analysis software, available on market platforms such as HubSpot.
You can also see how many pages they visited, which device was used, and where they came from, among other digital analytics data.
These notices help you prioritize the marketing channels you spend more or less time based on the number of people who drive these channels to your site. For example, if only 10% of your traffic comes from an organic search, you know that you probably need to spend some time on SEO to increase that percentage.
With offline marketing, it’s very difficult to say how people interact with your brand before they interact with the seller or shopping.
With digital marketing, you can identify trends and patterns of people’s behavior before reaching the last stage in the shopping path, which means that you can make better-informed decisions about how to attract them to your website at the top of the marketing chain.
An effective digital marketing strategy combined with the right tools and technologies allows you to track all your sales back to the first digital customer contact with your business.
We call this an attribute modeling and allows you to identify trends in the way people are researching and buying your product, helping you to make better-informed decisions about which parts of your marketing strategy deserve more attention and which parts of your sales cycle need to be refined.
Linking points between marketing and sales is extremely important – according to the Aberdeen Group, companies with strong sales and marketing alignments achieve an annual growth rate of 20%, compared with a 4% decline in revenue for poorly settled companies.
If you can improve your buyer’s journey through a buying cycle using digital technologies, then it will probably have a positive impact on the bottom line of your business.
How Long Will It Take to See Results From My Content?
With digital marketing, you often feel like you can see results much faster than you can with offline marketing due to the fact that it’s easier to measure ROI. However, it ultimately depends on the size and effectiveness of your digital marketing strategy.
If you spend time building comprehensive customers to identify your audience’s needs, and you’re focused on creating quality content online to attract and convert them, then you’ll likely see strong results in the first six months.
If paid advertising is part of your digital strategy, then the results get even faster – but it’s advisable to focus on building your organic (or “free”) reach using content, SEO, and social media for a long-term, sustainable success.
How Does Mobile Marketing Fit Into My Digital Marketing Strategy?
Another key component of digital marketing is mobile marketing. In fact, the use of smartphones as a whole makes up 69% of the time spent on digital media in the United States, while the consumption of digital media on the desktop makes up less than half – and the US is still not the biggest fan for mobile devices compared to other countries.
This means that it is necessary to optimize your digital ads, websites, social network images, and other digital assets for mobile devices.
If your company has a mobile application that allows users to deal with your brand or buy their products, your application is also under the digital marketing umbrella.
Those who deal with your online company via mobile devices must have the same positive experience as on the desktop. This means implementing a mobile or responsive website design so that the search is useful for users on mobile devices.
It may also mean reducing the length of the form of the generation in order to create an experience that will allow you to download content on the go.
As for your social media, it’s important to always keep in mind the mobile user when you create them because the dimensions of the image are less on mobile devices, which means that the text can be interrupted.
There are many ways to optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s important to consider how the experience will be translated on mobile devices.
By ensuring that this is always the foremost, you will create digital experiences that will work for your audience and therefore achieve the results you hope for.