037- What is Digital Marketing?

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Digital marketing refers to all the usual marketing activities and initiatives served up through digial channels like your website, Google search, email, mobile apps, etc.  We'll discuss the most common ones and give you our perspective on why you would choose any of these and what to expect from utilizing each.

1. It’s your website, blog and social media channels that are at the heart of any digital marketing plan – so always keep in mind that you’re optimizing for these destinations when planning digital marketing tactics.
2. Strategy, despite being a word favored by the shiny suits of the world, just means thinking about why you’re doing something before you do it. So, starting your digital marketing strategy is as simple as deciding what you want to do, how you’re going to do it, what you expect to happen, and when and how you’ll measure your success.
3. RESULTS: WHAT DO YOU WANT? Brand awareness: Do you want more people to know about your brand and get your products and services more widely known? Acquisition or lead generation: Do you want to reach people who’ve never bought from you before and bring them into your buyer’s journey? Growth from existing customers: Do you want people who’ve already bought from you before to buy more frequently or a different kind of product? If possible, set a specific goal – one with metrics attached to it and a time limit. These might include: • X Number of leads from a piece of downloaded content in 1 month • % of old customers buying a secondary product within the year • % Follower growth on social media within 2 weeks
4. What are your goals? Example: “I want to make sure 100% of my current customers know I now offer training services as well. I will run email and social promotions to share this message for 2 months. After 3 months from the start of the promotion, I want to have at least 1 training project from 20% of my current customers.”
5. Think about who your customers are and group them into 3 or 4 buckets. • Take each of those and create a character from each. • Give him or her a name, a photo, a personality and a few favorite things. Our biggest tip: rank them! Before you start, be totally clear which of them is the most important. You’ll find a template a couple of pages over to help get you started.
6. Summary – start at the “end” and work your way backward to the beginning. Be clear about your objectives and how you’ll know when you’ve achieved them. After that consistency is the rule of the day. Use metrics to measure results and adjust accordingly to change outcomes.