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What does digital marketing involve?

By reading this article you will gain a greater understanding of what does digital marketing involve? and how to get the best results for your business.

Sophie Porter 12. Apr 2017 10 minutes
designing a website

Put simply, digital marketing is the promotion of goods and services online.

A totally different way of marketing to more traditional methods such as direct mail or print advertising in glossy magazines which come with limited methods of tracking success, digital marketing relies heavily on user data to inform content, placement, and eventual success.

Taking the often excessive expense of things like ad space, digital marketing is not only arguably more powerful than traditional marketing methods, but also far less expensive; Pay Per Click advertising, for example, allows you to pay a nominal fee only when your advert is clicked on.

And, when you get it right, digital marketing can provide a phenomenal return on investment, too; just like the ROI we achieved for one of our clients of 3820% from one Facebook advert.

And how did we do it? We’ll go through our strategy…

What does digital marketing involve?

Analysing user data

A treasured gift given to business owners from the realms of the digital world and probably the most important element of digital marketing, data should form the very foundations of any and all marketing campaigns.

Understanding what your visitors do when they click through from an advert or land on your website is the key to success and that kind of data can tell you a lot, not just about the strength of your advert, but the areas of your website that are most effective and most ineffective.

Example:

You set up a Facebook advert selling designer women’s shoes to an audience of women in the UK aged between 18 and 35 who are interested in fashion, particularly designer brands; you set it to go to a specific landing page: shoes, and publish.

Within a few days, 3000 people have been reached with 300 click throughs to the landing page (10% success), but only 1 pair of shoes has been sold (0.3% conversion rate); 80% of the people who click through bounce off of the landing page, and 15% put something in their basket and then abandon their cart.

What does this tell you?

This tells you that

a) you need to revisit your landing page; perhaps the content on your landing page doesn’t match up with a messaging used on your advert? Or maybe your call to actions aren’t prominent enough.

And

b) There could be something wrong with your shopping cart; it may be that there are just too many steps in place for users to complete their purchase or your cart loads slowly.

Here, user data is telling you there’s an issue on your website that needs to be fixed and this, in a nutshell, is why regular analysis of user data is so important.

Our strategy to achieving a 3820% ROI:

By first observing and understand our client’s existing audience; what content they most engaged with, where they were from, their interests, and what were the most popular products on our client’s website, we were able to design a landing page that took direct inspiration from the most successful elements of our client’s online presence.

We were then able to build a highly targeted audience of potential customers the Facebook ad would display to, who were most likely to purchase our client’s offering.

Content

Did you know that today’s average consumer is bombarded with over 5,000 adverts every day? This means that useful, interesting content is king; content that will inform your users and add value to their day.

Hit with so many adverts, from so many brands, if your users feel they’re being explicitly sold something they will inevitably switch off and find their way to a brand who will help them enhance their knowledge of a specific subject or industry, and make a positive difference to their lives.

This new way of thinking - putting the user at the centre of your marketing and selling the benefits to them of your product or service - has paved the way for the rebirth of content marketing; the rise & rise of the humble blog, and UX content.

Example:

Non-UX Content looks like this -

“Here at [insert company name] we’re proud to have over 15 years of experience in working with our customers to deliver exactly what they need, how and when they need it; from our expert account managers who act as your single point of contact, to our crack-team of hard-working professionals, you can rest assured that, with us, you’re getting the best possible service available.”

Whereas, UX Content looks like this -

“Increase your sales & enquiries by 120% by making this simple change to your content

Getting your content to work for your business can be tough, especially when there are so many different forms and platforms to consider, and ways to communicate with your customers at your disposal, that all require a different focus.

However, when the going gets tough, you really don’t have to get going; you can feel empowered to face your content challenges head on by calling in the experts and letting those who really know how to make your content work for you, work their content magic.

By working with us, you will see:

  • An increase in your website traffic

  • An increase in your sales & enquiries

  • An increase in brand awareness

Contact us to increase your sales & enquiries by 120%”

And, here, we start to see the difference.

Allowing your content to speak directly to the needs and therefore benefits of the user, instead of simply selling your services and expertise as a brand, you create something valuable; a feeling of need and urgency - investing in your brand is inevitably going to benefit them in some way.

Pair this with a couple of long form, shareable blogs about the importance of creating a blog and the impact of content marketing on SEO, and you’re speaking directly to your target audience about things that will inform and help them, rather than simply putting an advert in front of them like 20 of your competitors!

Our strategy to achieving a 3820% ROI:

By considering the value to the user of our client’s product, we were able to create engaging, benefit-led message to sit alongside the Facebook advert; complementing the landing page, and speaking directly to the user’s needs.

Creative assets

Similar to traditional marketing, your creative assets hold the key to inspiring your audience, and capturing their attention over your competitors.

By ‘creative assets’ we mean:

  • Logos

  • Photos

  • Infographics

  • Videos

  • Social channel branding

The importance of a good logo:

Often, your logo is the first thing a potential customer encounters of your business; the initial impression they get of your brand, and whether it’s something they want to invest their time and money in.

And what do they say about first impressions? You’ll never get a second chance to make another one, so it has to be good!

The importance of original photography:

Similarly, photography is one of the first things a potential customer will notice about your brand; it holds the power to getting those potentials to click through your advert onto your website or stay on your landing page; to purchasing your product, or bouncing off of your site and going to one of your competitors.

But don’t just take our word for it…

Did you know that using original imagery over stock imagery can lead to an increase in conversions of up to 161%?

What’s more, using stock image opens you up to looking exactly like every other business trading online. And with millions of businesses selling their products and services online, anything you can do to stand out is a bonus.

Your imagery needs to capture the attention of your users; inspire and aspire. And stock imagery? Well, it simply won’t do that… you’ll end up blending into a sea of millions of brands using the same photos.

The use and value of infographics:

The modern consumer - our users and potential customers - have access to so much information online that, often, they don’t have the time or desire to invest precious minutes of their day trawling through pages of written content.

Often, our consumer wants immediate information; something short, sharp and shareable. An infographic can achieve this.

By presenting interesting statistics in an accessible and easily digestible way, not only will you capture the interest of your users and provide them with the valuable information they crave, but you’ll also present yourself as a thought leader in your field; raising the profile and perception of your brand. Perfect, no?

Paired with a video or insightful piece of long form content, like a blog, or shared on social media, infographics can be an incredibly powerful tool and the kind of content that users expect to see online.

Video - the digital marketeer’s newest superpower:

Superman had flight (in addition to a whole list of superpowers!), Batman had the Batmobile… digital marketers? We have video.

According to global brand Forbes, 90% of customers report that video helps them make buying decisions, and a whopping 64% of customers say that seeing a video makes them far more likely to buy.

Yep. Short form content is where it’s at. However, it does have to be short.

Particularly on social media channels such as Facebook, users are most likely to watch the first 10 seconds of a video before clicking off onto something else and, when placed on a website, videos should be around 1 minute long. Much more than that, and your users will get bored…

Social channel branding:

Over 1 billion people use Facebook every day, and 100 million use Instagram daily.

So, when it comes to getting answering the question: what does digital marketing involve? appropriately branding your social channels is such an important element to consider when building your creative assets.

Oftentimes, your social media pages are how your potential customers will discover you and find their way to your website. If the branding used on your social media pages doesn’t match that used on your website, users are much less likely to trust you and therefore stay loyal to you.

Our strategy for achiving a 3820% ROI:

By collaborating with a multi-award-winning local photographer to create a vast collection of high quality, original images of our client’s products, we were able not only to create a bank of inspirational and aspirational new imagery that was sure to instill trust in the user, but also significantly raise the perceived quality of the brand.

The new photography beautifully showcased the quality of the products being sold.

Social Media

2.77 billion people globally use some form of social media and, of those, 1 billion use Facebook every day.

Yes, social media has paved the way for things like:

  • Content marketing

  • Memes

  • Detailed audience mapping and retargeting

  • The seemingly endless rise of video

And so much more.

How?

By giving us the holy grail of user data; the ability, not only to see what our users are doing, but what they’re interested in - their likes and dislikes; their careers; even their relationship statuses.

Not only this, but social media also provides us with a way of ‘collecting’ an engaged audience, and fostering a relationship with that audience - talking regularly to users who want to hear from us, which inevitably builds trust and brand loyalty.

Pro tip:

Make sure you reply to as many of your post comments as possible; communicating with those who invest the time in talking to you not only makes those commenters feel valued, but shows others viewing your posts that your brand is approachable and engaging - that there are actual human being sat behind your brand!

Pay Per Click (PPC)

Pay Per Click advertising is an innovating online advertising that drives direct traffic to websites, and allows the investing business to only pay when that advert is clicked on by users.

First appearing in the year 2000, PPC has revolutionised advertising; providing businesses with a way, not only to advertise directly to our ideal customer for a nominal fee, but also to collect valuable data from those customers.

PPC comes in a variety of different forms; the most well known being Google Ads (formally Google Adwords) and Facebook adverts (also Instagram adverts!).

How Google Ads work:

Google Ads work with organic search terms, and therefore keywords and phrases.

They display at the top of Search Engine Results Pages (SERPs) when users search for specific keywords and phrases.

How Facebook ads work:

Facebook ads display to an audience of your choosing on Facebook and Instagram (because Insta is Facebook’s sister company). You can choose from a variety of different areas to build your ideal audience, such as:

  • Geographical location

  • Interests

  • Career

  • Relationship status

  • What pages they like

  • What groups they’re a member of

Etc. Etc.

And works specifically on information users provide via their Facebook profile.

Email

The average open rate of an email marketing campaign is 24.79%, with a conversion rate of 4.19%.

And the beauty of email? Well, particularly with the new rules on GDPR, users have to opt-in to receiving your marketing emails before you can communicate with them in this way. This means that those users who subscribe to your emails want to hear from you.

Not only this, but email marketing also lends itself to personalisation and personalised content is what will further help you stand out above your competitors.

So much so that personalised emails see a conversion rate 6 times higher than generic emails.

What does digital marketing involve?

What does digital marketing involve? A summary

When considering the question what does digital marketing involve? we can see that, at its heart, digital marketing involves a lot of data analysis, forward thinking, and consideration.

Digital marketing hinges on understanding and responding to your users; doing more of what your users engage with, and less of what they don’t.

Digital marketing incorporates photography, video, creative use of content, and distinctive branding to create adverts and promotional material that talks directly to the needs of the user.

Digital marketing helps you find, and get in front of, your ideal customer.

And, finally, digital marketing let’s you do all of this for a nominal cost; whilst providing you with a way to trace, measure, and learn from your marketing efforts.

To discover more about what digital marketing involves and how we can help you achieve up to 3820% ROI, contact us today.

 

 

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