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Would anyone believe me if I told you that the number of people who go online every day is still growing, given how easily accessible it is today?
Yes, it is. According to Pew Research, “continuous” internet usage among adults has climbed by 5% in the last three years. And, despite what we say all the time, the way people purchase and buy has evolved, which means offline marketing isn’t as effective as it once was.
Marketing was always about interacting with your audience at the correct time and place. Today, it means meeting people who already spend their time: on the internet.
Let’s delve into some core insights from Zai Rickards to us while entering the digital marketing arena — that is, any sort of marketing available online.
Define your objectives
When you first begin with digital marketing, it is vital that you establish and define your goals, as you will construct your plan differently depending on those goals. For example, suppose you want to raise brand exposure. In that case, you should focus more on reaching out to new audiences using social media.
Alternatively, suppose you want to improve sales of a specific product. In that case, it’s more crucial that you focus on SEO and content optimization to bring potential consumers to your website in the first place. Furthermore, if sales are your goal, you may want to experiment with PPC campaigns to generate traffic through paid ads.
In any event, it’s best to develop a digital marketing plan after you’ve defined your company’s primary objectives.
Determine your target audience
We’ve stated it before, but one of the most significant advantages of digital marketing is targeting specific audiences — but you can’t take advantage of that advantage until you first identify your target audience.
Of course, your target audience may differ based on the channel or goal(s) you have for a particular product or campaign.
For example, you may have found that most of your Instagram audience is younger and enjoys hilarious memes and short videos. In contrast, most of your LinkedIn audience is older professionals seeking more tactical advice. To appeal to these various target audiences, you need to alter your material.
Feel free to browse if you’re beginning from scratch. How to Locate Your Target Market
Maintain a healthy balance of paid and free digital strategies
A digital marketing campaign will most likely include both paid and free components to be genuinely effective.
For example, suppose you spend time constructing complete buyer personas to determine your audience’s demands and focus on providing great online content to attract and convert them. In that case, you’re likely to see strong results within the first six months while spending little money on advertising.
However, if paid advertising is a component of your digital strategy, the results may be even more rapid.
Finally, for more long-term, sustainable success, it is advised to concentrate on increasing your organic (or ‘free’) reach through content, SEO, and social media.
When in doubt, try both and iterate on your process as you discover which channels — paid or free — work best for your brand.
Make interesting material
Once you’ve identified your target audience and established a budget, it’s time to begin developing content for the various platforms you’ll employ. This material can include social media posts, blog entries, PPC ads, sponsored content, email marketing newsletters, and other forms of communication.
Of course, any content you generate should be intriguing and engaging to your target audience, as marketing material aims to boost brand awareness and lead generation.
Iterate based on the statistics that you collect
Finally, to develop a long-term effective digital marketing plan, your team must understand how to pivot depending on analytics.
For example, after a few months, you may discover that your Instagram audience is no longer as engaged in your material — but they adore what you’re doing on Twitter. Sure, this could be an opportunity to re-evaluate your overall Instagram approach. Still, it could also hint that your target audience prefers a separate channel to consume branded material.
Alternatively, you may discover that an older web page isn’t receiving as much traffic as it formerly did. It would help if you thought about changing the page or removing it entirely to guarantee that visitors find the most up-to-date, relevant content for their needs.
Digital marketing offers organizations tremendously flexible chances for continual growth — it’s up to you to seize them.
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