Do you have a digital marketing process that helps you grow your company, drive more valuable traffic to your page, and earning more leads that turn into conversions.
Digital marketing is a tough business. You need to follow a process if you want to be successful.
If not, then you will end up wasting your time spinning your wheels, waiting for things to happen.
Whether you are an agency looking to provide services or a business looking to learn what goes into digital marketing, you need a digital marketing process.
Uncovering the digital marketing process is a crucial part of your online marketing plan.
What is the digital marketing process?
A digital marketing process is a term to describe several steps you take to attain a digital marketing strategy.
Let’s understand the Digital Marketing process.
There are mainly 6 steps in a digital marketing process:
1. Research and understand your audience
2. Develop a Digital Marketing strategy
3. Create a Platform
4. Generate more Traffic
5. Convert traffic into leads
6. Measure everything
Let’s understand each step in detail.
Digital Marketing Process:
Step 1: Research and understand the market
Preparation is vital before you get started.
Especially if you’re planning on being successful with your project and delivering the greatest value to customers.
The first thing to do once you have everything set in place regarding your overall plan for this project is to collect data by running some surveys, for example . . . a quick google search should be more than enough to uncover several tools that can make something happen!
At this stage, you need to research three sets of information:
- What are the market needs?
- Who are your target customers?
- Who are your competitors?
Step 2: Develop a Digital Marketing strategy
Once you have gathered up all your data points, the next step is for you to take it all and start analyzing what’s resulted from this initial questionnaire survey or whatever format your business competition research takes.
Having a well-thought-out strategy is essential for success.
By keeping your strategy internally consistent and keeping it in mind as you develop your products, you’re showing your business that you take your business seriously.
How to develop an effective digital marketing strategy? Here are the steps:
1. Create a Customer Avatar:
To develop an effective digital marketing strategy, you must know who your target customers are.
Customer Avatar is used to describe the ideal customer that can be defined by surveying and contacting the pre-defined group.
Example: Let’s say you have any physical shop where customers came to your shop to buy your products. They are your customer avatars.
But when it comes to online shopping, it doesn’t happen that way. Here the customer avatars are those who visit your website or buy a product from your website.
It’s very important to understand what your prospective customers want to buy, who they are.
What type of specific data points do you have to collect?
- marital status
- what are their pain points?
- where do they hang out most?
- annual income
These avatars will help create your strategy and determine which channels you should use to reach people.
2. Identify goals
Before you start a digital marketing campaign, it is essential that you must be clear about the digital marketing goals.
Your goals can be a short term and long-term. Every business has a unique vision, therefore their goals will also be unique.
Short-term marketing goals can be achieved in few weeks, months, or even a few days. It helps to support the long-term goals.
Here are the examples of short-term goals:
It is extremely important to convert visitors into potential customers, which should be the end goal of any business.
A short-term goal of any business should be to improve the conversion rate of the website or of the product or services by the next six months.
There are different techniques to increase the conversion. Pay-per-click, lead magnets, Google AdWords, re-targeting campaigns.
Pay-per-click (PPC) is a model of internet advertising, in which an advertiser pays a fee to publisher when the ad is clicked to drive traffic to the website.
It involves the promotion of the websites by increasing their visibility on the search engine.
A lead magnet is a marketing term that generates leads by offering free items or services for the purpose of exchanging contact details such as name, email address.
For example, you could give a free subscription, ebook, free consultation, free trial courses, or any digital downloadable media.
Check out this amazing article on lead generation.
Long-term marketing goals are important to increase brand awareness and name recognition. It will take anywhere from few months to few years to achieve.
Here are the examples of long-term goals:
1. Brand awareness
It is a term that describes how familiar customers are with your brand or products. We are more likely to buy from brands we know and trust.
Brand awareness is extremely important for business success and overall marketing objectives to drive revenues.
Once a customer established a relationship with your brand, they’re more likely to make a repeat purchase. Brand awareness builds trust and loyalty.
For example, what comes in your mind when you think about the following things?
- Online eCommerce
- Sports shoes
- Men’s shaving razors
You probably would have thought about Amazon, Nike, Gillette, almost instantly.
This happens because they are the market leaders in their respective fields.
Some simple and effective ways to increase brand awareness, you may want to:
- Post regularly on social media
- Run Display Ads on Google or YouTube
- Participate in webinars or events
- Create valuable and relevant content.
Check out this article to know how to build personal brand.
1. Search engine optimization
SEO is the art of ranking websites on the search engine for specific keywords that the audience searches for.
SEO is a powerful marketing strategy, but it’s not an overnight process.
It may take six months to a year to rank your website on the first page of the search engine result pages(SERPs).
Some important factors you should consider ranking your website high on the first page of google:
- High-quality content
- Website loading speed
- Mobile friendly
Check out this article to know more about the marketing strategy.
Step 3: Create a Platform
To have a successful business, you should have an online presence. It’s better that have at least your website or blog.
You should have a website where you can showcase your product or service.
These platforms are online shops or offices where target customers can reach you and buy the products or services.
Step 4: Promote
This is a stage where you will examine outreach potential customers to determine which channel(s) are optimal for reaching out to the people on your list and engage with them about your product offerings.
In addition, you want prospective buyers to know who you are and what value proposition you have for them.
Here are two ways to promote the website with both organic and paid ways, you need to:
1. Search engine optimization
It is one of the biggest things you can do to promote your website organically.
There are two main to be considered when you’re looking at your website’s SEO: Off-page and On-Page SEO.
Off-page SEO refers to all things that we do outside of our website, such as link building, forums, content marketing, newsletters.
Quality is calculated through off-page SEO.
On-page SEO refers to the things that we do on-site. The important things you should consider while doing on-page SEO are using optimized images, video, proper meta description, catchy title, heading tags, relevant keywords, and most important the structure of your website.
Relevancy is calculated through on-page SEO.
2. Content Marketing
Content marketing is the best way to promote your website which also helps in SEO. Content plays a huge role in a brand’s overall marketing strategy.
Create high-quality, relevant, and valuable content and do it consistently so that google gets the signals about your website.
Deliver value that is relevant, useful, and interesting to your customers.
Step 5: Convert traffic into leads
After investing time and energy in creating content and promoting through social media channels. Once you’ve published, we have to look at our blog post to see the traffic is getting converted into leads or sales.
Here are the two things you can do to convert your social media traffic into leads:
1. Offer them Freebies
Create landing pages that describe the offer with a form to collect leads information.
Attracting people with free offers is a powerful marketing strategy that still works today.
So, what freebies you can offer them?
- free ebook
- free subscription
- free consultation
- free trial course
Once user completed the form, he will gain access to the offer, receive an autoresponder email, and will be your lead in your CRM system.
2. Place calls to actions on your blog post
Your CTA has to be visible enough on your website so that visitors could see and click on it.
A good CTA is one that delivers the purpose of what you promise, i.e.: if you ask visitors to get a free trial course then your link should take them to the page where they can access the course.
It is important to place the CTA in the right place, otherwise it would have no point. Placing the CTA buttons in the right place will make them more visible and increase conversions.
Step 6: Measure
Once you created the digital platforms, promoting them through different marketing channels, it’s time to monitor your performance.
Google Analytics and Google Search Console are the two most important tools to analyze the performance of your website.
Here is the difference between the Google Analytics and Google Search Console:
Digital marketing can be overwhelming for many businesses. However, if you follow the six steps above, you can get your business up and running with a better digital marketing plan.