In a previous blog, we learned why we pick digital marketing & hopefully, I have done a great of making people understand that.
Since you now know why you should opt for digital marketing let me introduce you to what exactly comes with digital marketing. Again I will try & be as simple as I can be without complicating the whole thing.
For this let’s assume you have a shop in a busy market in your small city that stays busy throughout the day, your father runs it & now it’s up to you to handle it, nurture it & grow it.
You learned the ins & outs of the business from your dad & you have an idea about growing it via digital marketing but you don’t know how.
Let’s dive into different forms in which digital marketing can help expand your consumer base.
What is Digital Marketing?
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Affiliate Marketing:
You pick a person that is pretty well known in the area & you send your products to them & ask them to you it & recommend it, off-course he does it for you. Because you crack a sweet deal with them where you pay some money to them to advertise your products every time you launch one. They become what we call influencers, and the people who follow them become influencers & that’s how use social media & other platforms to help you grow -
Content Marketing:
Remember the saying “spread the word” as a kid always being confused about it? Well, time to do exactly that spread the word. Content marketing is what you say, and how you inform the customer. It could be you taking a minute of a person to explain to them the uses of your new products or could be the monologue you created in your head every time you are faced with the question as to why take the family business.
Your words & messaging are your heroes, the means to spread that word can vary, blogs, posts, videos, podcasts, etc. Any social media & digital means where people can hear the word & connect with you -
Email Marketing:
This is explanatory enough. Man collects email addresses, man sends out emails to those addresses. The thing to understand is to what to send in those emails & how often you should send them out. Well for the first part your emails should provide CTA (Call to action) to anyone who opens it or to retarget a customer & for the second part well nobody likes nagging, don’t be that person. One email per new product is necessary although there is no cap to it, you can go crazy actually if you want. -
Marketing Analytics:
This is the part where you need the wisdom of your father because he knows it inside out. You will grab every possible record you have & make sense of the data. What was sold the most? What was the highest earning season? What is something people not buying? Why are they not buying those products? What can be done?
In digital marketing the greatest tool you have in your arsenal is this, data, data is king. You can strategize better the greater the data you have. Your dad would go bonkers if he could ever get his hands on such data. He would say “if only we had this tool in our time, we had to write things via hand, you young generation have it easy”. You get the data of almost everything. Who came to your shop? Where did they come from? Who sent them? What did they buy? What were they looking at? What was interesting to them? The more concise the data the prouder your dad will be, believe it. -
Mobile Marketing:
What does your dad use to say to you, let me remind you: “Always on that damn phone”. Everyone is always on their phone & this part of Digital Marketing focuses on just that. How you can get on it? Do everything via phone. Your shop should be searched easily on Google, your website should be on mobile, and your address/location should be clear. You are targeting via email already, all social media is accessed by phones. This is big, don’t forget it. -
Pay Per Click:
Imagine you created 100pamplets for your shop that offers discounts to people who come with it, now you distribute it randomly to 100 people once those 100pamplets are over you can’t give it to anyone else. The same idea works with marketing PPC (pay per click), When you decide on a budget for an ad you want to run there is a cost per click to each individual who clicks on it, once the budget gets exhausted the ads stop running. Money is the fuel to your digital ads. -
Search Engine Optimisation:
If every shop have the same old signage you would want yours to stand out in the eyes of consumers. That is exactly what SEO is, to optimize your word (remember the content above) so that the search engine understands it & ranks it higher so that your consumer can see it. SEO further contains permalink, internal links, keywords, key phrases,s etc. which are easy to grasp.
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Social Media Marketing:
Well everyone is on the phone we have established that. What is everyone doing on those damn phones? Social media of course one way or the other. This becomes an essential tool where you use all the above marketing skills to focus on the consumer via social media, ads, reels, videos, podcasts, banners, YouTube everything that is accessible on the phone can be utilized to your benefit.
This was my attempt to help you understand & I hope by the end of it you have a better understanding of what digital marketing is than before.
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