Digital Marketing Basics and Tips To Get You Started

The digital basics

If you’re thinking about how to get started, here are a few starter ideas to consider:

Pay attention to analytics: When it comes to knowing your audience, forget intuition. Google Analytics is a must-have tool that will help measure both audience and their response to your company’s content. It also generates daily reports to understand a marketing campaign’s impact on website traffic. Beyond basic traffic numbers, Analytics can further unearth other useful information, ranging from someone’s location and the device they use to data on campaign-based traffic and conversions. If you’re not a tech whiz, Google provides free tutorials through its Analytics Academy. Best of all, the product’s free.

Use marketing automation:  When it comes to engagement marketing, market automation programs are essential tools that not only take care of a lot of repetitive tasks but also help a business remain attached to its customers. These programs automate email newsletter services that maintain ongoing connections with customers across every one of their digital interactions with the company. They also offer a lot of valuable functions in addition to email. For instance, they can identify and engage buyers online, filtering leads based on their levels of interest, and pass them onto sales. They also will send follow-ups to customers who leave after viewing your site’s checkout cart without making a purchase. Prices vary, depending on how fancy you want to get. Some worthwhile entrants include MailChimp, Hubspot, Marketo and GetResponse.


Optimize your website: Successful digital marketing will drive people to your website so don’t drive them away by neglecting the look and feel of your website. Put in the effort to make sure the page helps, not hinders. Everything — from the layout to the content — ought to sparkle. Growing amounts of traffic now arrive through Google searches, so pay attention to SEO to make your site visible in search engines. Make sure to select keywords that are relevant to your business and its location. Experiment with video, which has become an increasingly effective way to engage with prospects on company websites (as well on platforms such as YouTube and Vimeo). Lastly, make sure the website is mobile-friendly so that prospects landing on your page via their phones can access content without wondering whether they’ve been transported through Alice’s looking glass.


Don’t over-socialize: Engage daily with Twitter, Facebook and LinkedIn. But be careful not to abuse readers’ patience by unnecessarily dialing up the volume. Some argue that small businesses should use social as if it were a public email listserv for the web. Be careful. You’re going to be better off trying to educate and nurture prospects until they turn into qualified leads. Bombarding people with useless self-promotion will only annoy them to the point where some erect spam filters to block you. Try instead to understand customer business challenges and requirements to build trust and become viewed as a trusted advisor, not just someone looking to close a sale. At the same time, social media ads can help raise the company’s profile online and you can target audiences according to their location, demographic or interest.


Target locally: Use local business listings such as Google+ LocalBing Places and Yelp. It’s cost-effective and will help raise your digital profile locally.


Generate leads: Online lead generation services can help generate new customers. Pricing may be a per lead basis, involve membership fees or charge a percentage of the contract amount. But smaller companies with limited budgets may balk at paying a third-party lead generation service to help find qualified leads — especially given that many leads turn into dead ends.


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