Digital marketing is simply all marketing on the internet, whether it’s through computers or mobile devices like tablets and smartphones.
Digital marketing has been growing at an incredible pace and most likely will continue to do so. As unbelievable as it sounds, the number of people getting online is still growing.
But marketing on the internet is no longer just for online businesses. With new technology and better advertising options, along with the growth in social media, digital marketing is a great opportunity for offline businesses as well. This even includes small local businesses that wouldn’t seem to have anything to do with digital marketing.
But no matter what your business or whether you sell online or offline, there are ways to reach your target market with digital marketing.
However, before starting any digital marketing campaign it’s important to understand what you want to accomplish with it. While revenue is the ultimate goal it may not be the immediate goal, depending on the digital marketing channel you are using.
Paid advertising online grew from $88 billion in 2017 to $107 billion in 2018. It’s a huge market and more and more advertising dollars are being spent online every year.
Facebook ads are one of the most popular paid advertising platforms. Almost all businesses can find their target market on Facebook. This makes it a powerful advertising channel for digital marketers. One of the best features of Facebook ads is the targeting options. There are so many options to choose from it can be almost overwhelming.
You can target typical demographics such as gender, age, income and location. But you can also target various interests.
For example, if you’re a local restaurant, Facebook ads may be the way to go for you. As mentioned above you can target people in a geographic location as well as targeting an income level. All that is important but the true power of Facebook ads lies in their interest targeting.
With interest targeting, you can focus on potential customers that like competitors of yours, or even that those that show an interest in food similar to what your restaurant offers. You can even target people who like craft beer. Yes, really!
In other words, most businesses can target their ideal customer through Facebook ads. Now think about the power of that kind of online advertising versus running a local television ad.
Another big advantage of using Facebook ads versus the type of mass advertising like a television ad is the ability to track your ad spend and your revenue so you’ll know exactly how profitable or unprofitable your ads are. This means you’ll also be able to test other ads to try and improve your return on investment.
Now, about the goal of your digital marketing campaign. As mentioned above, there are different types of ad campaigns that you can run. You might be going directly for a sale. Or maybe you are going to use content marketing to educate your potential customers on what you can do for them and why they should do business with you.
Another option is to generate leads instead of immediate sales. One way to do this is to give away something for free in exchange for an email address. This way, you can reach these potential customers any time you want via your email list.
Email marketing is still the most profitable digital marketing channel for any business. Just take a look at what Amazon does after you become a customer. They constantly send emails with deals and offers and many of them are tailored specifically toward you based on your past purchases. That’s the incredible power of digital marketing in terms of targeting, as well as email marketing. Amazon combines the two to powerful effect.
Let’s use the restaurant example again. A restaurant can’t make an immediate sale with their ad in the same way that could be done selling a product like a book or a t-shirt. Instead, the restaurant may offer a coupon that is valid for a specific date or even time, such as lunch, or happy hour.
Maybe to get that coupon, the potential customer must send a text message or give an email address. This way, the restaurant can also continue to follow up with specific offers. And by using a coupon that only goes with that digital marketing campaign, the owner can track how much business the ad brought in to the restaurant.
Content marketing is simply using content to generate brand awareness, leads, or sales. Content marketing is usually information provided in the form of a video, blog post article or infographic. Instead of going directly for a sale, the business provides quality content that teaches or educates a potential customer. The goal is usually to generate leads, such as building an email list, in the hopes of making a sale in the future.
Content marketing is often done using paid advertising such as Facebook ads. (click here)
As you can see, digital marketing covers a lot of ground. The most important step for any business is to first understand who their target market is. This means things like gender, income level, interests or what keywords they would search for to find your business. Then you must decide the goal of your marketing, such as a direct sale, generate a lead, or build brand awareness.
Once that is accomplished, you can set up an advertising campaign and track your return on your investment.
When done correctly, digital marketing can have a huge impact in growing a business, whether it’s big, small, online or offline.