What is Digital Marketing | Asset Digital Communications

What Is Digital Marketing?

What is Digital Marketing? Start with the Right Agency Partner!

Digital marketing is the fastest growing segment of the marketing industry ever since online marketing was introduced with the internet in the 1990s and 2000s. In simple terms, Digital marketing include all the marketing endeavours that need internet or an electronic device.

Businesses use digital marketing channels like social media, mobile apps, website, search engines, and emails to connect with existing customers and reach out to potential clients, internet users looking for solutions.

With increased availability of news and information on digital platforms we saw people spending increasing amounts of time with their digital devices, and on these social media platforms. As businesses responded to this opportunity, online communication methods such as email marketing, search engine marketing and social media marketing grew in prevalence and power as people’s behaviour shifts toward finding more and more products and services online.

The 2020/21 global pandemic accelerated the growth of online search, social media marketing, e-commerce, and digital technologies. It has also impacted traditional marketing and non-internet channels such as television, virtual technologies, and mobile phones (e.g., SMS, MMS). Today’s customer journey often starts and ends online.

Learn more about the latest digital marketing trends here: https://assetdigitalcom.com/digital-marketing-trends-2021/

Does your business need a Digital Marketing Agency?

Put another way, what can a digital marketing agency do for your business?  A digital marketing company can accelerate the impact of your digital marketing plan. A full-service agency offers your business a whole team of experts and expertise, available and ready to help you craft the most competitive strategy for your business. Being able to avoid having to hire all that talent to assemble an in-house team and to manage them is a big financial savings and a productivity boost to you and your team. The good news is that your time is freed up to run the business, improve your competitiveness and grow faster.

Transform your business with Digital Marketing:  https://assetdigitalcom.com/top-digital-marketing-agency-toronto/

Top Digital Marketing Solutions

The best performing and most reliable digital marketing agencies offer a wide range of services or service packages. Below are the most popular services as well as the client benefits for each.

Social Media Marketing

With so many people on Social Media today, creating a presence for your business on platforms such as Facebook, LinkedIn, Instagram, Twitter, Pinterest, Youtube and TikTok has become an essential way to stay in touch with current customers, find new customers as well stay on top of key industry trends.

Benefits of a Social Agency for Social Media:
  • Seasoned experts in developing strategy
  • The creation of a content strategy and daily and weekly posts to keep you visible and growing on social
  • A focus on growing your follower base either organically or using paid social to bring new targeted audiences to your offers, page and website
  • Access to branding experts who know how to take your brand to the next level
  • Access to a stable of talented graphic designers and photographers and to make your brand look exclusive
  • Expertise and technical know-how on how to get the most out of social media
  • Advice on which platforms are the best fit for your business, and how to achieve the best return on your investment in social media
  • Social Media Community Managers to respond to questions, engage your followers, or manage contests and other online events

What is included in Social Media Marketing Services? This will help:  https://assetdigitalcom.com/social-media-marketing/

Inbound Marketing

Inbound Marketing is a business methodology that attracts new customers to your business through the creation of valuable content and experiences tailored specifically for them. They find this content online because they are searching for it, or because it has been served to them by a search engine or social media algorithm.

In contrast, outbound marketing interrupts people with content they don’t necessarily want. Inbound marketing forms new connections to your business by people who are looking for what you sell because it solves problems they already have.

Lead Generation

Let’s start by defining what is a lead. A lead is a revenue opportunity: a person or business who is interested in your products or services. They reveal themselves as a lead after accepting an offer, requesting information or filling out a form for a trial or subscription.

Lead Generation in Digital Marketing refers to the strategies to find new sales leads for your business. A lead is measured as a new customer generating an enquiry about your business or expressing interest in your products or services.

Business leads follow a life cycle, as they transition through the buying stages of awareness to engagement and then to conversion. Hubspot, a valued source of marketing tools and expertise has developed this buyer journey paradigm. It is helpful in understanding today’s online consumer purchase behaviour:

The 3-Step Lead Generation Process
  1. Being found: A potential customer finds your website because your content came up in their online search or found your content or offers on social media. In other words, your marketing channels bring you new business opportunities.
  2. Making an Offer: An offer is something that the potential customer will value. They fill in a form which collects their contact information which is exchanged for the offer that you then provide to them when they accept it.  The offer is made and accepted by clicking a “Call to action” (CTA) button.
  3. Seeing a Landing Page:  The offer brings them to a simple webpage, or “landing page” which provides details on the offer. Once their details are provided, the offer can then be downloaded or emailed to them.

Your questions about Lead Generation Campaigns answered:  https://assetdigitalcom.com/lead-generation/ 

Search Engine Optimization

Search engine optimization, or SEO, enables your website to be found by the search engines, and keeps traffic to your website growing with a range of off-page and on-page strategies. The role of SEO strategies is not only to grow the volume of traffic to your website, but to also improve the quality of traffic coming to your website. High quality SEO content climbs in the SERPS (search engine result pages), and this strengthens the authority of your website over time.

How SEO Works

Each of the search engines have crawlers which go out and crawl all the content on the internet. Each of the pages crawled is then indexed and fed to an algorithm that matches your website page to the query that the website user generated. When the content is really good, and is properly optimized for the search engines, there is alignment between the query and the search result. And this results in your content being presented to someone looking for your goods and services, but whom you would never find if not for the search engines.

SEO is of critical importance to website performance. Investing in a new website and not then hiring an SEO expert is a missed opportunity. And since website developers are not experts in SEO, your website will never generate much organic traffic without carrying out regular monthly SEO. To generate leads from your website, you must first have a strong volume of daily visits since it takes many website visitors to find that one who is looking to buy from you today, this month, or this year.

In this case study below, we show improvements in website traffic and leads as a result of monthly SEO and regular blog content to the website over a 3-year period. This new website generated only a few hundred visits per month. In 2020 a lead generation program was implemented which increased new business opportunities generated from organic traffic grew from 2 monthly to 15 monthly over a 10 month period. That is a 700% growth in leads in 10 months!

 

Lead Generation Delivers ROI

SEO has become highly complex in response to the growing sophistication of the search engines. A strong SEO team includes technically enabled SEO experts, SEO strategists, content writers and specialized software tools to carry out technical audits, monitor performance, and ensure each step in the process aims at delivering the best impact for your business’s SEO investment.

Ranked Among The Best SEO Blogs: The Ultimate Guide to SEO Competitor Analysis

Content Marketing

Today’s consumers are attracted to your offering with high quality content published regularly to the website. That content can be a wide range of valuable information in the form of web pages, blogs, newsletters, videos, infographics, white papers or whatever the right digital media for the marketing objective.

In response for the enormous appetite of online marketing for all this kind of information, content marketing was born. This strategic marketing approach centres on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This content is designed to respond to users at each stage in the buying cycle and to generated profitable customer actions.

The Role of Persona in Content

Today’s top performing content addresses specific needs. The concept of the buyer persona has been developed to guide the content creation process. The persona or “customer archetype” defines the ideal customer. It’s based on market research and real data about your existing customers. The buyer persona describes the customer’s needs, problems, values in order to provide a highly specific and rich basis from which to then write content that will appeal to them.

The use of persona in content marketing is essential for high performing strategies. Here is what needs to be considered when building persona:

  • Their name, age, gender
  • Professional background & current job
  • Situational information such as their job and industry, and factors that play into their current buying position.
  • Pain points or concerns
  • Their objections or points of resistance
  • Ideal solution they would be looking for that would lead them to contact your company
  • Ambitions
  • Effective messages, tone of voices, phrases that will work best for their style

Learn more about our Content Marketing Services:  https://assetdigitalcom.com/content-marketing/   

Pay Per Click Advertising

There are many names for PPC advertising. Also referred to online advertising, online marketing, internet advertising, digital advertising or web advertising, it is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

Here are the essential elements of a successful PPC marketing campaign:
  • Keyword relevance created with PPC keyword lists, ad groups and ad copy
  • Landing page quality with persuasive, relevance content and clear CTAs tailored to the search queries
  • Quality score – a rating by Google of the quality and relevance of your ad campaigns
  • Creative ad copy to stand out against your competition

Can Pay Per Click Ads Help Your Business?  https://assetdigitalcom.com/can-ppc-advertising-help-business/

E-commerce

An e-commerce website is an online source for products and services, where an online transaction or sale is facilitated by the secure transfer of funds over the internet. The buyer is provided ample details, a range of product options in size, colour, or other variables, can enjoy an online shopping experience by adding products to an online cart, and then finishes the online sale by entering relevant details into a secure order form.

E-commerce websites have grown exponentially recently as consumers show an increasing comfort and preference for online purchasing.

There are four types of e-commerce:
  • B2C (Business-to-Consumer)
  • B2B (Business-to-Business) and B2G Business-to-Government), often included with B2B
  • C2B (Consumer-to-Business)
  • C2C (Consumer-to-Consumer)

Ecommerce SEO is a complex process because an e-commerce website is responsible for so much more than a regular website. Not only must the ecommerce website bring quality traffic, it is also expected to generate sales revenues.

Our Ecommerce SEO services include:
  • Custom ecommerce SEO strategy
  • Keyword research and optimization
  • Product markup
  • Product image optimization
  • Product SEO copywriting
  • Professional blog or article copywriting
  • Dedicated project manager & project schedule
Questions to ask when considering an ecommerce website:

Strategy & goals: What are you wanting to achieve with an ecommerce store?

    • Increase revenues and sales
    • Improve customer experience and satisfaction
    • Grow customer reach
    • Reduce administrative costs and support sales team

What Products/Services Are You Selling?

How large, complex or varied is your inventory?

Is your inventory digital (eg. a subscription) or physical?

How Much Growth Are You Anticipating? And how much flexibility in web design should be built in at the front end? What plug-Ins and integrations will you need?

How much control will I need, or how easy to use does it need to be? 

Should you choose a hosted or self-hosted solution

What payment options will you offer?

Is It SEO-friendly and do you have a ecommerce savvy SEO provider?

What website security upgrades will I need to make?

What marketing features are available? For example:

    • Newsletter integration
    • Social media support
    • Coupon codes and discounts
    • Email marketing integration
    • Mobile advertising features
    • Pay-Per-Click advertising

How will customers provide reviews on the website?

What will be the impact on site speed, and how will impacts to load speed be resolved?

Will mobile be fully supported?

What support will you need once the site is launched, and on an ongoing basis?

Your Ecommerce Business Model & Online Marketing Implications

There are four business models for ecommerce which pertain to the delivery methods used among e-commerce businesses. The delivery method must be factored into your website design, UX and search engine optimization work.

Direct to consumer (D2C) – Shipping directly to the consumer cuts out the middleman and creates savings for both consumer and brand.

Wholesale – This common B2B process provides the purchase of bulk quantities for a wholesale discounted price. In challenging economic times, some wholesalers have begun offering their goods to budget-conscious consumers

Dropship – The e-commerce business uses a 3rd party company to stock, pick and pack orders. This allows them to avoid warehousing costs and risks associated with slow-moving inventory.

White label, or private label – This involves creating a branded product which is generic in nature. With private label, a retailer hires a manufacturer to produce a unique product, under their own retail brand, to sell exclusively through their retail store. White label or private label, the retailer saves on product design and manufacturing, and then innovates with marketing and technology.

Subscription service – A subscription service has been popular for books, music, makeup and more recently for online entertainment such as Netflix or the Disney Channel. Subscription services offer convenience and savings.

Your digital marketing agency, if they possess the skills to understand how your business model and the online strategy are connected should be able to speak confidently and with specific details relevant to your business on how to connect these elements in their work.

Ready to Request a Proposal?

Website Development

Today’s top performing websites are designed to be accountable for business growth when managed properly.

Your website reflects your brand, your reputation, your expertise and your professionalism. Not only does the website branding need to be highly professional in today’s competitive online world, but the website design must also offer the best user experience.

The website’s content management system and web hosting must provide fast upload speed, security, reliable uptime metrics and comprehensive SEO features. There are a range of CMS options, from custom website development, WordPress, Magento, Shopify, and SquareSpace as popular CMS options. Which is right for your business?

Taking the lowest cost option when planning a new website or a website refresh can cost much more in one or two years down the road when the website is not generating any results.

Asking the right questions before you embark on a website project allows you to focus in on finding the right fit for your business, can save you money by avoiding scope-creep, and result in a much more efficient website development process for your internal team as well as your website development partner.

Best questions to ask when searching for the right website developer for your business
    1. What is the reason for the website design? You’re starting from scratch so you should have some good reasons for the investment. Share them with your developer so they understand your history and needs
    2. What are the business goals that are not being met by the current website?
    3. What are the goals you want the new website to achieve?
    4. What will website visitors achieve on your website?
    5. Do you expect the website to produce leads, sales, both?
    6. Who is your ideal audience, visitors to the website? What are the differences between the current customer base and their use of the website, and the anticipated new customers who will be finding and using the website?
    7. Are you happy with your current branding, or is it also time to refresh your branding?

Tips on how you can increase your website traffic for free: https://assetdigitalcom.com/increase-web-traffic-free/

Email Marketing

Email marketing is a proven content marketing strategy that increases brand awareness, grows qualified website traffic, and generates leads for your business. Emailing is one of the single greatest tools that business owners have at their disposal. In fact, 64% of companies surveyed consider it the most effective marketing channel.

There are many benefits to an email marketing program. The cost to implement email marketing is low when compared to other marketing channels. And the return on investment is incredibly high. A recent study revealed an average return on email marketing of $38 for every dollar invested, or 3800%.

If it’s time to rethink email marketing for your business, here are the most important questions businesses are asking:

  • Is social media marketing taking the place of email marketing?
  • Can I buy a list when I’m just starting out with email marketing?
  • What is the best marketing automation tool for email?
  • How should I grow my subscriber list?
  • What makes a good incentive?
  • Do I need to send an email newsletter?
  • How often should I send marketing emails?
  • What is the best day and time to send my marketing emails?
  • How can I make sure my emails don’t end up in the spam folder?
  • Should I use HTML or plain text-based emails?
  • How long should my emails be?
  • How do I write a great marketing email?
  • Should I segment my email lists?
  • Which metrics should I be looking at?
  • How can I get subscribers to open my emails?
  • How do I write a good subject line?
  • How can I increase my click-through rate?
  • How do I write a great call to action?
  • What should my From line say?
  • What does the CAN-SPAM law say?
  • Should I outsource my email marketing activities?

Get the answer to these questions and more by joining the Becoming Digirati Tribe! Sign up for monthly digital marketing content, new trends and tips delivered to your inbox!

Online Marketing

What is the Difference Between Online Marketing and Internet Marketing?

Online marketing and internet marketing are essentially the same. They use web-based channels to raise awareness about a company’s brand, products, or services to existing customers and potential new customers. Online marketing methods include email, social media, display advertising, search engine optimization, Google AdWords and more. The actual work requires a wide range of talents and technical expertise never found in one person. Online marketing is a “team sport”, employing a specialized software and a range of skilled technical expertise to create the successful growth in online presence.

What are the different types of online marketing or internet marketing strategies:
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Pay Per Click or Pay Per Call (PPC)
  • Lead Generation
  • Content Marketing and SEO Content
  • Social Media Marketing
  • Email marketing
  • Influencer marketing
  • Website Design
  • Conversion Rate Optimization
  • Social Media Optimization
  • List Building

Innovative online marketing strategies drive business growth because of the broad reach to target audiences worldwide that can be created.

In today’s world, companies are required to embrace a wide variety of digital marketing strategies to survive. Otherwise, these businesses risk being left behind. A top digital marketing agency can develop competitive marketing campaigns, customized and individualized to the needs of you, the client.

Not sure where to shart? Talk to us about Strategy Consulting:   https://assetdigitalcom.com/strategy-consulting/