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The Southeast Asian Young Leaders Initiative (YSEALI) hosts live web chats, covering a variety of topics that build leadership capabilities and encourage cross-border collaboration. A recent web chat explored best practices for those curious about using digital marketing.
Where To Start With Digital Marketing? Do These 10 Things First
Marketing is always connecting with your audience in the right place and at the right time. In today’s world, you need to meet consumers where they are — the internet. It is easy to think that digital skills are only important for large companies with a lot of resources, but today’s global market is increasingly part of the online market. Whether it’s building an audience on social media, blogging about sustainability efforts or shipping products to customers around the world, the digital landscape is only projected to grow faster and wider in reach in the coming years.
Before you can decide that digital marketing is the right approach for your business, you need to understand what digital marketing is and how it can help differentiate you from traditional marketing efforts.
Digital marketing is how you can deliver messages to your customers through digital mediums. It includes all online efforts to market your products and services, whether you target a potential audience via a computer, tablet or smartphone app. If you follow a brand on Twitter, a group on Facebook or an influencer on Instagram, you experience digital marketing every day — and most likely every time you open your email.
The pace of marketing in the digital space reflects that people around the world are increasingly influenced by what they see online. Not only are things like banking and buying groceries available with a few clicks, but most people consume more media online today than in any other form. With the need to communicate with your target audience now and in the future, there is a high possibility that your target audience may live in a digital world.
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As you consider what level of digital marketing makes sense for your business and organization’s mission, there are three key areas to think about before you begin any digital marketing action. You can think of this area in three steps:
The first step is to be clear about the goals you are trying to achieve online. This is important to know because it can help you choose which platform to use to reach your customers while helping you decide what type of content you should create. The most common objectives include building awareness, driving traffic to your website, downloading an app, or providing a “call to action” to do something specific — whether it’s buying something or signing up for email updates. Once you have set your digital marketing goals, you can then focus on the objectives that will get you there. For more specifics on goal setting, see “Setting and Achieving Goals.”
Each of these objectives you choose will have a different key performance indicator (KPI), which is a metric that can help you measure your progress in achieving the goal. For example, if your goal is to increase sales, then the key performance indicator is conversion rate — the percentage of web visitors who visit your landing page and the number of those web visitors who buy or take a specific action on your website. Each objective will have a different set of metrics to measure their performance.
The second step is knowing how to tailor your message to your target audience. Because your target audience is the specific audience you’re really trying to reach, you should know everything you can about audience members and how they best access your message. Look at traditional demographic factors such as age range and location. Find out where your audience members spend their time online, how they prefer to communicate with each other and how they choose to consume their media. After figuring that part out, then you can determine how your brand should portray itself to be well received by the target audience.
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By digging deeper into customer preferences, you’ll have a better understanding of your audience’s behavior. You’ll learn what members like or dislike, as well as other aspects of their lifestyle that help you tailor your message in a certain way. For example, teenagers are known for their spontaneous nature, so it’s best to use new and upcoming platforms to reach them. Young adults are drawn to lifestyle platforms like Instagram that they can easily check throughout their day, while older adults prefer to watch long-form videos on Facebook.
The third step is to establish your “value proposition,” also known as a business “rite of passage.” This is a statement that describes how your product or service solves a customer’s need and provides a specific benefit, explaining to the ideal customer why he should do business with you and not the competition.
From this unique value proposition, you can develop a campaign or marketing plan as you engage with your audience online. Bringing your unique attributes with you online can give you an edge when you reach your target audience in a way that no one else can. With so many things competing for your audience’s attention, breaking out the noise of other distractions is key. The best way to clarify your value proposition is to ask yourself:
Your value proposition will then help you discover how you can branch out and be different because of what you uniquely offer your target audience. This will help you stand out in such a large landscape where so many businesses are competing for market share.
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Understanding the digital landscape is important because knowing which medium to use and the right time for your messaging can make the difference in whether or not people see your content at the right time and take action to buy your product or interact with you.
Using social media channels to reach your customers can result in some confusion, as the ability to reach your current followers for free may conflict with the need to run paid targeted ads that will help you be seen by many others as you try to build your brand. Overall, digital marketing media can be categorized into three types:
If you’re trying to build more brand awareness or capture new business leads, consider paid media to tap into a larger group of people on the internet or social media who aren’t already followers of your business or customer network.
In the digital marketing space, being comfortable with social media, running ads or even implementing tools like chatbots can make a significant difference in increasing your brand awareness. But remember, all of this communication comes back to introducing people to your company and convincing them to choose your product or service for their needs.
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Keep thinking about how to position your message most effectively; read “A Strategic Approach to Your Marketing” for a great framework to use as you put together a marketing plan.
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Emergency Contact – All Locations Enroll in STEP International Parent Child Abduction Arrest of U.S. Citizens Death of a U.S. Citizen Crime Victims Emergency Financial Assistance A strong digital marketing strategy forms the foundation of every business’s success
today. As a digital marketing agency in Singapore, our digital marketing services ensure that your company can reap maximum benefits through the various strategies we use to drive leads to your website.
With Hub’s Innovative Digital Presence Solutions, our digital marketing consultants will help businesses establish their digital presence to capture traffic that drives increased engagement, conversion and their sales rates.
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A well-executed website is important because it acts as the first point of contact between your business and potential customers, with your brand message free from distortion and distraction. As we specialize in building websites that tell a unique brand story while meeting the expectations of today’s customers, Innovative Hub’s website design development services are excellent for brands of any level.
Today there are over a billion websites competing for the top spot on search engine results pages. Businesses are required to incorporate SEO strategies into their digital marketing plans. At Innovative Hub, we specialize in innovative approaches to SEO that use white hat tactics to position your website at the top of your target audience’s searches
Everyone spends more time on social media than in front of the TV. A well-planned social media advertising strategy allows your brand to reach your target audience with the right message that helps you build awareness, generate interest, drive traffic back to your website and subsequently increase conversions.
The fastest way to make your brand visible to potential new customers looking for your product or service right away
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