The business world has changed significantly over the past decade. One of the biggest changes has been a shift in the marketing strategies needed by businesses both large and small.
One of the primary reasons for the shift is the popularity and use of the Internet. On a daily basis, the average Australian uses the Internet well over 2 hours and sometimes up to as much as 10 hours for a wide range of tasks and activities.
With such a large audience of potential customers via the Internet, your business should be utilising online marketing. Whether you’re currently marketing online, or you’re just considering it, there are several things you should know.
One of the most important is how you will conduct your online marketing efforts. You can either handle the marketing in-house or hire an agency to handle your marketing. For the web, you’ll need a digital marketing agency with expertise in all things online from websites to social media and web advertising.
The goal is to promote the business, brand, build customer loyalty, and increase sales through digital marketing efforts. This is accomplished by using digital technologies that are measurable, targeted, and interactive.
A digital marketing arena is typically comprised of several marketing components all under one umbrella.
These elements include SEO, social media, pay-per-click ads (PPC), website design, content, data reports, lead generation, strategy development, and other related areas.
A digital marketing agency gives you the flexibility to use one agency to handle all the various online marketing tasks needed for online marketing. If your team has expertise in one or two areas, they can handle that and have the digital agency handle the rest.
Initially, you’ll meet to discuss your business needs. This will include topics such as:
When a digital marketing agency has been able to discuss and gain an understanding of your key business operations, needs, and functions, a customised digital marketing plan can be created that meets your business goals and objectives.
In general, a digital marketing Canberra agency is used over an extended period to accomplish the business’s marketing goals and objectives. There may be one-time items like the development of a new website, but there will be other ongoing marketing work.
The agency will use multiple digital channels to promote your business products and services. The digital channels used will vary depending on the particular marketing strategies, budget, industry and time frame approved for the marketing efforts.
All the tasks related to implementing and maintaining your marketing efforts are handled by the digital agency. They’ll generally have a key member of their team assigned to you as your liaison. Your liaison will provide regular updates on the progress of the agency’s marketing efforts through meetings, reports, and email status updates.
A digital marketing agency is a resource that provides a wide variety of marketing services under one umbrella that a business typically does not have in-house expertise in. The agency has numerous client goals, but the ultimate goal is to help you increase your product and service sales through their efforts.
Do you have questions about digital marketing services and how it can be a fit for your business? We’d be glad to have our team discuss your needs with you.
Digital marketing helps us reach a larger audience than we could through traditional methods, and target the prospects who are most likely to buy your product or service. Additionally, it’s often more cost-effective than traditional advertising, and enables us to measure success on a daily basis and pivot as we see fit.
If we place an advertisement on TV, in a magazine, or on a billboard, we have limited control over who sees the ad. Of course, we can measure certain demographics — including the magazine’s typical readership, or the demographic of a certain neighborhood — but it’s still largely a shot in the dark.
Digital marketing, on the other hand, allows us to identify and target a highly-specific audience, and send that audience personalised, high-converting marketing messages.
For instance, we might take advantage of social media’s targeting features to show social media ads to a certain audience based on variables such as age, gender, location, interests, networks, or behaviors. Alternatively, we might use PPC or SEO strategies to serve ads to users who’ve shown interest in your product or service, or who’ve searched specific keywords that relate to your industry.
Ultimately, digital marketing enables us to conduct the research necessary to identify your buyer persona, and lets us refine your marketing strategy over time to ensure you’re reaching prospects most likely to buy. Best of all, digital marketing helps us market to sub-groups within your larger target audience. If you sell multiple products or services to different buyer personas, this is especially helpful.
Digital marketing enables us to track campaigns on a daily basis and decrease the amount of money you’re spending on a certain channel if it isn’t demonstrating high ROI. The same can’t be said for traditional forms of advertising. It doesn’t matter how your billboard performs — it still costs the same, whether or not it converts for you.
Plus, with digital marketing, we have complete control over where we choose to spend your advertising dollars. Perhaps rather than paying for PPC campaigns, we choose to spend money on design software to create high-converting Instagram content. A digital marketing strategy allows us to continuously pivot, ensuring you’re never wasting money on channels that don’t perform well.
If you work for a small business, it’s likely difficult for you to compete with the major brands in your industry, many of which have millions of dollars to invest in television commercials or nationwide campaigns. Fortunately, there are plenty of opportunities to outrank the big players through strategic digital marketing initiatives.
For instance, we might identify certain long-tail keywords that relate to your product or service, and create high-quality content to help you rank on search engines for those keywords. Search engines don’t care which brand is biggest — instead, search engines will prioritise content that resonates best with the target audience.
Additionally, social media enables us to reach new audiences for you through influencer marketing. We don’t follow any big brands on social media, but we do follow influencers who will occasionally showcase products or services they like — if you work for a small-to-medium sized company, this could be a good avenue to consider.
Digital marketing can give us a comprehensive, start-to-finish view of all the metrics that might matter to your company — including impressions, shares, views, clicks, and time on page. This is one of the biggest benefits of digital marketing. While traditional advertising can be useful for certain goals, its biggest limitation is measurability.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advertisement in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, we can measure the ROI of pretty much any aspect of our marketing efforts.
This is the process of optimising your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:
On page SEO: This type of SEO focuses on all of the content that exists “on the page” when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
Off page SEO: This type of SEO focuses on all of the activity that takes place “off the page” when looking to optimize your website. “What activity not on my own website could affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative “authority” of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website’s loading speed — an important ranking factor in the eyes of search engines like Google.
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
Blog subscription newsletters.
Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:
With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.
Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.