DIGITAL MARKETING Beginner's workshop
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The document introduces digital marketing and its various channels, emphasizing the importance of analytics in understanding website traffic and lead generation. It outlines different types of content suitable for various stages of the buyer's journey, such as blog posts, infographics, and case studies. Additionally, the document highlights the swift visibility of results in digital marketing compared to offline methods, contingent upon a well-planned strategy.
DIGITAL MARKETING Beginner's workshop
- 2. INTRODUCTION At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.
- 4. WEBSITE TRAFFIC Though digital marketing, you can see the exact number of people who have viewed your website’s homepage by using digital analytics software like HubSpot. You can even see the number of pages they have visited on your website, which device they have used and where they came from, amongst other digital analytics data. This helps you to understand which marketing channels to spend more or less time on. LEAD GENERATION Rather creating a brochure that is printed on a paper and distributed to the customers. You can post that brochure on your website and through analytics, you can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Through this, you are also generating qualified leads when people download it.
- 5. KIND OF CONTENT THAT SHOULD BE CREATED CONSIDERATION STAGE BLOG POST It helps in increasing your organic traffic when associated with a keyword strategy and strong SEO. INFOGRAPHICS It's shareable, this increases your chances of being identified via social media when others share your content. SHORT VIDEOS Short videos on social media platforms are shareable and can help your brand get introduced to new audiences. AWARENESS STAGE EBOOKS Helps in lead generation as they’re generally more inclusive than an infographic or blog post, it means someone wants to exchange their contact information to receive it. RESEARCH REPORTS Research reports and new data for your industry can even work for the awareness stage though, as they’re often identified by the media. WEBINARS Webinars are an effective deliberation stage content presentation as they offer more comprehensive content than a blog post or short video. DECISION STAGE CASE STUDIES Detailed case studies on your website can be an effective form of content for those who are ready to purchase the products or services that you provide, as it helps you positively influence their decision. TESTIMONIALS If case study is not fit for your brand to opt for Short testimonials around your website is a good alternative. For B2C brands. Testimonials are very effective at the time of sale.
- 6. RESULTS OF DIGITAL MARKETING Through digital marketing, it can often feel like you’re able to see results faster than with offline marketing because of the fact it’s easier to calculate ROI. Though, it actually depends entirely on the scale and effectiveness of your digital marketing strategy. If you spend time building comprehensive buyer personas to classify the requirements of your audience, and you create quality online content to attract and convert them, then you’re likely to see strong results within the first six months. If paid advertising is part of your digital marketing strategy, then the results come even quicker, however, it is suggested to focus on building your organic or ‘free’ reach using SEO, content, and social media for long-term, sustainable success.
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