- The Ultimate Digital Marketing Guide for Online Businesses
- Here’s what you’ll learn:
- Section 1 | Getting Started with Digital Marketing
- Section 2 | Knowing Your Customer
- Section 3 | Eyeballing the Competition
- Section 4 | Tools For Success
- Section 5 | Choosing Platforms and Measuring Success
- Section 6 | Developing Strategy & Cross-Channel Coordination
- Section 7 | Usability and Conversion Optimization
- Section 8 | Scaling
- What Is Digital Marketing?
The Ultimate Digital Marketing Guide for Online Businesses
62% of online shoppers are brand loyal, providing a great opportunity for brands to take advantage of their loyalty and turn it into a long-term relationship. That’s good news for online businesses that hope their customers will return — but what about those looking to acquire new leads?
With hundreds of competitors going after the same potential customers, digital marketing is key to the success of your online business. It amplifies your message and gets your products or services in front of new eyeballs, helping you build a brand that inspires loyalty. But knowing how to craft that marketing plan can be confusing. Do you need a Facebook page? A Twitter feed? An Instagram account? What about a blog? What elements are crucial to the success of your website?
Today’s online consumers are in completely control of their shopping experience. They compare prices, buy from any one of their many devices, and expect an easy, customer-friendly experience. Out of necessity, marketing has adapted to meet the customer wherever they are in their buying journey. According to customer experience expert Colin Shaw, customers are more likely to leave you over a service-related issue than price.
We’ve compiled this comprehensive digital marketing guide because we want to help you become better marketers and, in turn, be more successful at what you do. Whether you’re launching your first business on the web or looking to inject some life into your site’s marketing campaign, this guide will give you the tools you need to become successful in your online marketing efforts.
Here’s what you’ll learn:
- Setting goals and revenue models
- The elements of a terrific website
- Building a brand
- Market research
- Identifying target customers
- Soliciting feedback
- Who are your competitors
- How to analyze their business
- A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis
- Web and design tools
- Business management tools
- Other resources
- How many platforms do I need?
- Social media
- Content marketing
- Online ads/PPC
- Why do I need a strategy?
- If each channel is different, why should they be coordinated?
- Social media tactics
- Website tactics
- Content marketing tactics
- Online advertising tactics
- Inbound marketing tactics
- UX and why it matters
- Plugging the holes in your website that are leaking money
- How to turn visitors to customers
- What to do when a customer abandons their cart
- Marketing must continue even after you have customers
- Growth marketing is different than startup advertising
- Be sure you’re prepared to handle growth in your business
What Is Digital Marketing?
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.
Enter digital marketing — in other words, any form of marketing that exists online.
At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, convert, close, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing.
Whilst a seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, there are some minor differences. And after having conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.
So What Exactly is Digital Marketing?
From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
Here’s a quick rundown of some of the most common assets and tactics:
- Your website
- Blog posts
- Ebooks and whitepapers
- Interactive tools
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Earned online coverage (PR, social media, and reviews)
- Online brochures and lookbooks
- Branding assets (logos, fonts, etc.)
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
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 AdWords.
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
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’ — for example, Facebook advertising and Instagram advertising.
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
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 towards the business’ website.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
What’s the Difference Between Digital Marketing and Inbound Marketing?
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