How digital marketing works?
Have you ever wondered how digital marketing actually works and the way digital marketing can be wont to generate leads or grow business?
It’s easy to define digital marketing but tough to know how digital marketing works?
As we all know that Digital marketing is about using digital channels and digital platforms for business promotion and marketing.
As a digital marketing professional, it’s important to understand how digital marketing works.
Well, let me put things right for you,
“Digital marketing doesn’t work. you need to make digital marketing work for you”
Digital marketing isn’t a product or a service that can work for you, it’s a marketing concept and as a digital marketer it’s your responsibility to form it work for you.
Here are a few important points to remember
- Digital marketing works differently for various sorts of businesses
- Results of digital marketing depend on how digital marketing strategy is made and the way execution is completed
- If digital marketing isn’t working for you, then either digital marketing isn’t for you otherwise you aren’t doing digital marketing right
Still, let’s understand how does digital marketing works?
In simple terms, digital marketing works by integrating digital channels and digital marketing techniques like SEO, Social Media Marketing, PPC, Email marketing, and lots of other digital marketing techniques to draw in the audience then convert them to customers.
Digital marketing works by attracting potential customers towards your website or a blog then encouraging them to shop for your products.
You can use SEO or PPC campaigns to draw in the audience on your website and capture leads or encourage them to shop for your website.
Social media are often wont to engage with the audience to create a brand or create business awareness.
This is how you’ll use digital marketing to speak together with your digital audience and you’ll make digital marketing work for your business.
Let’s understand this process intimately
To understand how digital marketing works, you’ll need to first understand digital marketing building blocks, digital marketing funnel, and also digital marketing techniques.
In this article, I will be able to cover all important aspects of digital marketing which can assist you to understand working of digital marketing.
Every business requires new customers to grow their business and profit. Businesses use various marketing techniques, promotions, branding, and advertising to accumulate new customers, increase brand visibility, and increase sales.
Here digital marketing can play a vital role in growing business.
Digital marketing is often used with multiple business objectives. Every digital marketing technique or channel is often used for selected objectives of either brand building or increasing sales.
Let’s start understanding how digital marketing works, by understanding digital marketing funnel first.
Step 1: Understand the Digital marketing funnel
What is the Digital marketing funnel?
A digital marketing funnel is employed to define the customer journey and stages. Digital marketing funnel is a virtual representation of the customer journey.
Here is how digital marketing will work for you when it’s properly implemented is explained in example and stages.
- Your potential customers become conscious of your brand or products you’re selling.
- They visit your website or social media pages to understand more about your products.
- They interact together with your website to understand more or makes an inquiry.
- Now they will make a choice to shop for your product or services
- When they buy from you, they become your customer
This is how digital marketing funnel can assist you understand how you’ll start implementing digital marketing.
Depending on the sort of business, funnel stages are often more or less. In a typical scenario, there are mainly 3 funnel stages – TOFU, MOFU and BOFU
Top of the Funnel – Top of the funnel defines the awareness stage. It’s about how visible you’re on digital platforms. If you’ve got better visibility on digital platforms, your chances of attracting audience increases.
Middle of the Funnel – Middle of the funnel is stage where your audience is already in your funnel and that they considering about buying from you. counting on the engagement level, need, desire and competition, your potential customer may move down towards the funnel or exit the funnel.
Bottom of the Funnel – Bottom of the funnel is end of the digital marketing funnel. If your potential customers have decided to get from you and if you’ve got given them good offer or encourage them to require a choice in your favor, chances of conversion increases and sale can happen.
Step 2: Understand Digital marketing channels
In digital marketing, a digital channel may be a medium which is employed to speak or interact with audience.
Examples of digital channels include :
- Organic Search – SEO
- Paid Search (Google search Ads)
- Digital Advertising Channels (e.g. Display Ads)
- Email marketing
- Social Media (e.g. Facebook, LinkedIn)
- YouTube (Video marketing)
- SMS and WhatsApp
It’s a standard misconception that digital marketing may be a single channel. Digital marketing strategy can use multiple channels together in a single digital marketing campaign.
Digital marketing also can be used with offline marketing methods like events and exhibitions.
An example of an online/offline marketing integration would be promoting a fair (offline event) using Facebook ad campaign (online) to market the offline event. and through the event, collecting personal details of leads like emails and phone numbers to follow up using email marketing and mobile marketing (online).
Step 3: Digital Marketing techniques and methods
Do not confuse strategies and techniques with channels. Digital channel may be a medium which is employed to speak or engage with the audience while digital marketing strategy or techniques are ways to use digital marketing channels.
For example, content marketing may use SEO and Facebook marketing to market content and convey targeted traffic on a blog to get leads.
Digital marketing techniques and methods may include:
- Content Marketing
- Search Engine Optimisation
- Social Media Marketing
- Marketing Automation
- Email Marketing
- Digital Advertising
- Mobile Marketing
- Video Marketing
- Affiliate Marketing
- Remarketing or Retargeting
- Digital PR
Digital marketing starts with a digital marketing strategy or a digital marketing plan.
Digital marketing plan or a technique is a document that defines digital marketing objectives, what channels are going to be used, what techniques are going to be used and the way results are going to be measured.
Depending on your business type, business size, business objective and audience, your digital marketing strategy may include or might not include some digital marketing techniques.
A typical digital marketing strategy involves:
- Defining customer profiles
- Defining marketing objectives
- Alignment of business and marketing goals
- Identifying target markets
- Competition analysis and knowledge
- Digital marketing channels to be used
- Budget and the way to live results
- Role of team and team members
- Reviewing and optimizing campaign performance
For example, if you’re selling consumer products online, you’ll not include LinkedIn or other B2B digital marketing channels.
A digital marketing strategy can assist you specialise in your objectives, track your goals and optimize your digital marketing results.
Digital marketing strategy is made by Digital marketing strategist who is having multiple years of experience within the digital marketing field.
In your digital marketing strategy you want to define your digital marketing objectives
Step 4: Define digital marketing objectives
Define your digital marketing objective before you begin doing digital marketing.
Here is an example of Digital marketing objective:
“Generate 20 or more leads monthly from our website” – this is often how you’ll define your digital marketing objective, if you’re doing digital marketing for brand building then your digital marketing objective could also be different.
Now you’ll need to work on your objective of getting 20+ leads and you’ll start making an idea for generating leads.
Your digital marketing objectives should be SMART (Specific, Measurable, Achievable, Relevant and Time-Related) and you ought to measure them to further improve your results.
Here are 5 important objectives to incorporate in your digital marketing strategy:
- Increase in Sales
Increasing sales or leads may be a top level digital marketing objective for several businesses. Growing sales is the ultimate objective of each business.
A digital marketing strategy must include how sales are going to be increased, what tactics and channels are going to be used, what proportion budget is going to be required and the way results are going to be measured.
For e-commerce business, Facebook ads and Google ads are often wont to attract more traffic and increase sales. Sales are often further increased by using various conversion rate optimization techniques.
NOTE : Conversion rate optimisation is a component of advanced digital marketing topic
- Generate leads using digital marketing
Digital marketing can play important role in lead generation. It are often wont to drive more traffic on website using SEO, Google ads, Facebook ads to get more leads. Leads generation also can be improved by using content marketing and lead magnets and marketing automation techniques to further nurture leads.
Lead generation is one of the most complex topic of digital marketing.
- Increase organic search traffic
Getting free traffic from Google using SEO is one of the simplest ways to make awareness, generate leads and increase sales. SEO is the backbone of digital marketing.
Growing organic traffic on blog or website is often one among the digital marketing objective which may reduce cost per acquisition and also create long-term online visibility.
- Increase brand visibility
Digital brand building is additionally one among the foremost important a part of digital marketing objectives. Digital branding can help businesses increase sales and also grow organic traffic, increase faster conversion and build an online reputation.
Social media marketing, digital PR and video marketing (YouTube Videos) are often wont to increase brand visibility.
Digital display advertising and digital video ads also can help in online brand building.
- Reduce cost per customer
Reducing cost per customer is often a digital marketing objective. Brands can use various techniques like conversion rate optimisation, marketing automation and programatic display advertising to scale back cost per customer.
This objective will offer you next steps to require .
TIP : Work on one objective at a time for better results if you’ve got small team.
Step 5: Creating an internet site for digital marketing
For digital marketing to figure and deliver results, you want to have an internet site which is aligned together with your digital marketing and business objectives.
If you’re into business of selling products online, you’ll need an eCommerce website. eCommerce website are often created using Magento, OpenCart, WooCommerce or Shopify.
If your digital marketing objective is to get leads from your website and you’re not selling products online, you’ll create an internet site to get leads.
Depending on your business, you want to create an internet site that may be useful for digital marketing.
Websites are often then optimized for Search Engines to draw in organic traffic from Google search.
You will need to setup Google Analytics code on website to live website traffic, setup Google search console to watch organic results and performance.
You can also create a blog on your domain to enhance search visibility and attract organic traffic.
Step 6: program Optimisation (SEO)
Search engine optimisation is core of digital marketing. It plays significant role in how digital marketing can work for a business. SEO allows you to urge your website on the primary page of Google. SEO should be a part of every digital marketing strategy.
Since SEO can bring unlimited free traffic on website, it can deliver far better ROI compared to other digital marketing methods and other digital marketing techniques.
Step 7: Social Media Marketing
Social media marketing also can assist you in getting more business. Social media marketing can improve your online brand visibility, it can increase audience engagement and also bring traffic on website of blog.
Social media is one among the simplest thanks to connecting with audience and initiate communication with them. Social media channels like Facebook, Instagram, LinkedIn, Twitter and other social networking websites also can play an important role in how digital marketing works for you.