Did you know that about 20% of small businesses fail within one year of opening their doors? While this is an upsettingly high percentage, there are actionable ways that you can prevent this from happening to your startup. Engaging customers with effective digital marketing strategies is one of the best ways to generate interest and revenue.
But what is digital marketing? How can you create an effective advertising campaign across multiple marketing channels? Read on for your complete digital marketing 101 guide so that you can build a better business presence today.
Digital Marketing 101: What Is It?
Marketing is the act of promoting your business to reach your target audience. Digital marketing is any marketing activity that takes place specifically over the web.
Some common digital marketing strategies include search engine optimization (SEO), Google ads, social media marketing tools on Facebook and Instagram, SMS marketing campaigns, automated email listings, pinned Twitter posts, and more.
The point of implementing a digital marketing campaign is to reach members of your target market. These people will already be searching for services like yours online and find your content.
They access the web via a laptop or mobile device and see ads and blog posts about your business. This drives interest and inbound traffic prior to sales conversion.
Creating a Buyer Persona
To tailor online content to your target audience, you’ll first need to create something called a buyer persona. These are fictional people that your business creates to represent ideal customers within your target market. Marketing strategies are more effective when tailored to interest and engage these ideal characters.
To create an accurate buyer persona, you’ll need to find real data regarding your target audience. Open a digital document and describe the things that you logically know about your clientele. Don’t assume anything- just list the facts.
You then will need to use research-based evidence to learn more about your market. Put your website into Google Analytics to see the demographics of those clicking on them. Look into what terms people searched prior to clicking on your website- this shows you what your ideal customer is looking for.
You also can analyze competitor pages to see who’s interested in their services. Google Analytics can help you with this as well. Combine this knowledge with surveys and interviews so that you get a complete picture.
Group your customers into multiple types of people looking to buy your product. Consider their pain points and daily motivations. This will let you anticipate their behaviors as you optimize your marketing strategies to accommodate them.
You can then create characters who look like your ideal audience. Create ads that appeal to these characters and post them on channels that they would be using if they were real. This lets you find customers and clients similar to ideal buyers because they will see your marketing campaigns.
Search Engine Optimization
Once you have your buyer persona, you’ll need to consider which digital marketing channels will best appeal to them. There are several types of campaigns that you can choose from. Integrating multiple marketing strategies is also a good idea, but it’s important that you know what to prioritize.
The first digital marketing strategy you’ll want to consider is search engine optimization (SEO). SEO refers to a series of manipulations that you make online to get your page noticed. You use keywords, internal and external linking, HTML, inbound links, quality content, and meticulous tagging to make your page appealing to search engine crawlers.
These bots, which scour Google and index all pages on the web, will then see that you’re reputable and high-quality. They will move you up to a higher position in Google results pages so that you gain visibility. Since 90.63% of online traffic gets no clicks, this is critical if you want to reach your target buyers.
Search Engine Marketing
Search engine marketing (SEM) is also a critical marketing strategy that you’ll need to implement. Unlike SEO, which boosts your ranking in organic search results, SEM is a paid marketing channel.
You create pay-per-click (PPC) advertisements and upload them to Google Ads. You can then bid on the same high-volume, low-competition keywords that you incorporate into your SEO blog posts.
Your ad will appear on Google when people enter related queries. Google Ads will display your advertisement to the precise demographics that you enter.
This continues until you exhaust your pre-set budget. It then removes the ad until you choose to begin a new campaign. You can’t exceed your budget!
Social Media Marketing
Social media marketing (SMM) is another key marketing channel that you need to invest in. About 70% of Americans use platforms like Facebook, Twitter, Instagram, and TikTok.
These platforms help them to stay connected with people and businesses. By investing in cross-platform campaigns, you can engage users whenever they’re scrolling through their feeds.
Facebook, Instagram, and TikTok have similar marketing systems to Google Ads. You enter your budget and target demographics as well as your ad. The platform displays the ads to those within those demographics as well as those who follow competitor pages.
Twitter relies on tagging and post-pinning to reach a target audience. Getting your page verified also will help consumers to take you seriously. They’ll see you as more reputable and reliable.
Use as many channels as possible, but remember to prioritize based on your demographic. If you mainly target middle-aged businessmen, LinkedIn or Facebook might be your best bet. Fashion-savvy women may prefer Instagram’s image-based interface while Gen Z audiences will likely be on TikTok.
Trends to Adopt in Your Marketing Channels
Regardless of which marketing channels to prioritize, there are certain trends that you’ll need to implement in 2022. They include:
- A professionally-designed website that consumers find visually appealing
- Bold text and clear fonts
- Short, consumable paragraphs and skimmable blog posts
- High-value content that informs and assists users
- Image-based content (since people process media 60,000 times faster than text)
- Infographics that convey numeric and statistical data concisely
- Explainer videos that serve as business testimonials
- Animated, eye-grabbing graphics
Remember that content is king, especially multimedia content. Be sure that you get professional help and produce amazing blog posts, videos, and beyond.
Boost Your Small Business Visibility Today
Building an online presence can be a challenge. However, a professional marketing agency can make it easier to draw in customers and engage visitors. Now that you know the basics of digital marketing 101, it’s time to start making your business more visible online.
Our experts are committed to helping you promote your website and business with web design services, SEO, SEM, and more. That’s why we’re excited to get in touch and discuss your specific needs. Contact us to ask any remaining questions that you have about digital marketing and to start creating a battle plan to boost your business’s success.