How to better understand digital marketing and how to better use it in your business.
How to better understand digital marketing and how to better use it in your business.
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I want us to go over digital marketing and how you can begin to use it to grow your business and make better marketing decisions for yourself and your business. Since I started working in this space professionally, it was very clear that everyone was shifting that marketing budget to digital platforms, whether this be big businesses or individually.
What exactly is Digital marketing?
What exactly is Digital marketing?
Digital marketing is a rather broad term and a rather broad topic. So to understand digital marketing, lets start by breaking it down. We can better understand marketing by first understanding what exactly marketing is, how it performs its role before we understand digital marketing.
What exactly is marketing?
Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. Or you can refer to marketing as all activities a company does to promote and sell products or services to consumers.
What are the Four PS of marketing?
What are the Four PS of marketing?
There are four essentially important elements of the marketing mix, we call them the 5 Ps.
· Product/service,
· People,
· Promotion,
· Place, and
· Price. (Price binds all of these together and in the middle).
So the PS marketing mix is really, really important. It offers the foundation on how you approach marketing in your business or industry as an entrepreneur.
How do you apply the four PS in your marketing mix?
So let's apply the four PS to a big company like Nandos and let’s apply place, promotion, product and pricing to Nandos. What exactly does this look like in terms of place to Nandos or what they offer?
They have the brand, the websites, mobile apps and also delivery services.
1. PRODUCT/SERVICE
What exactly do they offer in terms of products?
Well, they offer a fast food chain that specializes in flame-grilled peri-peri style chicken.
They also offer franchises. When you come to think about it, they don't just offer that product, not just the consumable meals that they provide. They also offer franchises to potential buyers who want to own a Nandos branch. So in turn, they also provide technically real estate.
2. PROMOTION
How is promotion feature in the four ps?
Well, let's look at how do they promote Nandos. Nandos is a huge company, so they are basically on almost essentially effectively every single platform, which also includes digital marketing. They are in public relations; they are direct to consumers; they are home advertising, they are on billboards, train stations and they are of course, on TV and radio.
So now you need to think about how you're going to promote your business.
3. PRICING
How would you determine the pricing?
How are you going to price your products if you were the marketing manager of Nandos?
You can decide to offer a product at R90.99 cents. This is a form of psychological pricing where buyers are more inclined to purchase at that 99 cent price point, because it just seems lower overall to a full dollar amount. Alternatively, you can offer bundle pricing. So of course this is their happy meals, their meals in general, that is bundled pricing. Nandos offer almost all their individual dishes wrapped in bundles as well. So you get fries and a drink on top of that and so on. And of course you get the upselling. Would you like fries with that? An iconic marketing line. So upselling is a big part of their model too.
Where to Start with Digital marketing?
Where to Start with Digital marketing?
Search engine optimization is basically about ranking your websites or your brand on search engines. So that could be Google, Yahoo, etc.
Content marketing could be blogging. For instance, it could also be video content, placing it on media platforms like YouTube.
Programmatic
You may or may not have heard of it, but it is essentially display advertising. Display advertising is those banner ads that you might see pop up on big websites, friends.
Influencer marketing.
Influencer marketing is, of course, most people know what influences are. It's basically as simple as approaching and creating connections with influencers to create marketing campaigns.
Affiliate marketing.
Affiliate marketing is getting someone or a large audience to promote your brand and your offering and giving them a cut of your, revenue or profit. You are giving them a commission essentially to promote your products before hand.
Email marketing. Email marketing is essentially a process but it is all about marketing your products and brand by email.
So this is a few branches of digital marketing. We can actually get even deeper into this and go into analytics. For example, you know, things like Google Analytics, you can go into conversion rate optimization, websites, UI UX, experience design. I didn't have enough space to include additional branches, but the point here is that's a lot of platforms.
Where to start as a beginner will all depend on the type of business you are running. For instance, Google Ads can be a good start. Facebook ads, snap ads and Instagram ads are a great stack of digital marketing platforms even for those who are in the startup phase because it's very simple to get up and running. They are intuitive platforms and provide tools that are great for beginners. You can also add SEO and YouTube.
We also have advanced platforms called AppNexus, which is programmatic. We have BlueKai from Oracle, which is essentially a DMP or a data management platform. And then you have Google Analytics. So, if you haven't heard of these, that's fine too. Again, it's advanced for a reason and chances are, you probably won't need these any time soon unless you're spending a lot of money per month.
So you can start out with Facebook ads, snap ads, Instagram ads, and then move on to Google ads, YouTube and SEO. You really want to remain laser focused on one or a couple platforms before you start migrating onto other platforms. In order to be going back to the term omnipresent, you can still gain a great lot of traction and results by just using one, if not two of these platforms.
What goes into a good digital marketing campaign ad?
This is also just as important as picking a digital marketing platform. So here we look into the key elements of what goes into a great Ad.
Creating your Ad copy
Start from the top of creative ad copy, to the words that you use to promote your product or your marketing material. So specifically it is the visual component of an ad. And this incorporates videography photography and just being an overall great writer. Having great creative copy is so important because it captures the attention of the user.
Optimization is a really important aspect. Optimization involves doing the analysis of what you have going on and doing the necessary improvement and scaling ads correctly. This involves taking the results and also the analytics, the metrics, and improving upon them. A tricky one to do no doubt, because if you don't understand digital marketing metrics really well, then you are going to have a hard time improving your ads.
Each and every platform is different, therefore you need to know the ins and outs of each platform you chose to use. For example, using Facebook ads is different to Google ads. Using tik-tok ads is different to using YouTube ad and so on. So being technical with your ad is so important in order to set up effective ads and being able to understand what sort of strategy you can use when it comes to digital marketing and talking about strategy at every step.
A sales funnel is arguably the most important step in marketing and digital marketing and it is one of the most important aspects that you should learn, especially when you're first starting out. Here is the breakdown of the digital marketing into just four steps.
1. Attract your audience
You have to have a way to attract the attention of your audience which will drive traffic and bring customers into your funnel. This is when people start to come into your funnel and start to acknowledge your brand.
2. Engage with the audience
You engage with your audience by responding to their queries timely, direct them through your sale funnel. Once you start to gain exposure to your brand, conversion begins and then you start to generate sales and then you start to realize profit.
3. Nurture your leads
When you finally get that customer into your door, you make sure you keep them happy and engaged. By nurturing your potential customers, you’ll be able to grow your brand and attract return customers. So at every single step here, you will have a different digital marketing strategy. It's not healthy and it's not feasible to just have one campaign running for every single, that won’t work out for your business.
Tips on how you can make great digital marketing ads
Now that I've given you an overview of the foundations, what are you going to do to start producing great digital marketing ads and make better decisions when it comes to digital marketing in your business?
Set up Google Analytics:
You need to understand your audience. And using any data that you might already have, whether that be a customer list, whether that be talking to your customers. Well, you need to dive deep into that data and understand your key target audience.
What is Your Four Ps?
What is Your Four Ps?
Your PS refers to Place, Product people, promotion.
Create the Landing Page
You want to create a landing page because since we're using digital marketing, your presence is going to be digital. So spend some time creating that landing page.
Ad tracking analytics:
This is a very important step, whether you're on Facebook or Google, you want to add the right tracking analytics onto this certain page or website.
Set up your ads:
Once you have all of that set up, you have the websites set up and you have the tracking, now you can start to focus on setting up your ads. This is the fun part, of course. So setting up your ads on Facebook ads, Google ads, like I said, if you're just starting out, just focus on a single platform or make your life that much easier, and you can reach millions and millions on a single platform.
Analyze your results:
Once you set up your ads, it's time to analyze your results. Find what are the people clicking on your ad.
Optimize
Once you have those metrics, do you need to begin to optimize? So optimize based on what the ad is telling you, what the metrics are telling you.
Start to scale up:
When you scale up, you’re going to see more sales, more traffic and more customers come through once you can automate all of this. That is how you're going to use digital marketing to grow your business.
This is why digital marketing is so powerful. It's scalable and trackable. You can see all your results almost instantaneously. But imagine it was TV. How are you going to measure those results? How are you going to see the immediate results start to happen? If you digitize your business and your offerings and you employ digital marketing ads, well, you can see results immediately.
If all of this has helped you feel free to reach leave an encouraging review. If you need more clarity you can email me personally eddielwanga@hotmail.com. Also, be sure to find us on social media via the links below.
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