Digital marketing – doing it effectively

A photo of a city illuminated by billboards

Forget traditional marketing – if you want more eyes on your business then you’re better off looking at digital marketing.

What is digital marketing?

The dictionary definition of digital marketing is pretty simple; it’s defined as marketing products or services using digital technologies using the Internet. This covers a lot of different types of marketing such as:

  • Search Engine Optimisation
  • Search Engine Marketing
  • Social Media Marketing
  • Social Media Advertising

When we talk about digital marketing, we’re focusing more on Social Media Marketing and Social Media Advertising.

Traditional marketing might have involved taking out adverts in newspapers, leaflet drops, billboards, etc. and hoping that your target customer views it.

Digital marketing is much smarter than that. With digital marketing you can actually tailor your audience and aim your ad at exactly the type of customer that you’re looking for. Traditional marketing, on the other hand, is where you put your advert out there and hoped that it will get to the audience that you’re aiming for. Using digital marketing, you define your audience in advance to ensure that none of your advertising budget is wasted.

How is it done?

One of the most important tasks (and yet often one of the most neglected) is measuring your results. You can’t just throw some money at Google, Twitter and Facebook ads and hope that the business comes flooding in.

1. Plan

First of all, work out your target market. For example, if you were selling make up then you’re aiming pretty much exclusively at females. Write out exactly the type of customer you’re looking for.

2. Run it

Put your digital marketing plan into action – run your ad campaigns and monitor them. Keep an eye on the number of impressions, clicks, engagements and follows/likes your campaign is generating.

3. Check your results

Do some seriously deep analysis on the results of your campaign. Did you achieve the results that you were expecting? If not, what went wrong? Perhaps you got great engagement figures but they weren’t from the correct market – if so, that’s a lesson for next time. Work out what you can do to exclude that segment from your marketing campaign the next time round.

4. Tweak and repeat

Don’t rip it all up and start again (unless your campaign went seriously wrong!) Tweak your campaign and try again. Compare your results against previous periods and you should start to see a great improvement.

When we’re running our digital marketing campaigns, we produce daily dashboards that show exactly how we’re trending against the KPIs that our clients have set out. This might be overkill if you’re just starting out and you’ll probably just want to check once a week. However, it’s essential that you do capture as much data as possible and never skip the all-important check and tweak stages.

Of course, when looking at the results of your digital marketing efforts, make sure that you don’t ignore the impact that your campaign has on visits to your site. If you’re not already using it, make sure that you look at the excellent Google Analytics suite.

If you need help with your digital marketing strategy, get in touch with us today.