What Every Business Owner Must Know About Digital Marketing

Digital Marketing / Internet Marketing / Online Marketing are one of the most used terms of the industry today. However, it is sadly just a bunch of jargon for most of the people who hear it and use it to convey their mind. What exactly is digital marketing and what part of it is essential for today’s business person? We’re here to break it down for you in the simplest words possible.

Online Marketing is simply marketing of your product or service onto digital platforms so as to hold onto your loyal consumers as well as increase your reach to new potential target audience swiftly.

That is it. That is what Online marketing is. There are some further questions that need attention to solve your confusion; such as:

Is digital marketing the same as social media marketing?

The answer is yes. Digital / Internet marketing is a wider concept as compared to social media marketing in the sense that, all social media platforms are available digitally i.e. via the internet. However, there are other platforms that come under digital marketing other than social media marketing.

What are the concepts and platforms of digital marketing?

The search engines that we use to search our queries and requirements are in themselves a humongous platform for online marketing. This concept is called “Search Engine Marketing” or SEM.

Search Engine Marketing is marketing of your product on search engines such as Google and Bing by Yahoo. This platform is of utmost importance for businesses that are into a B2B industry.

Another concept that comes under the wing of digital marketing is “Search Engine Optimization” or SEO. Search Engine Optimization is a way of developing your website’s content in a way that allows the search engine’s algorithm to crawl and test your website efficiently. It is a way to get higher rankings in the search results on the search engine; helping us to have a better hand at SEM.

SEO is a primary necessity of any and every website owner as it helps you stand out among the sea of websites we see today.

Social Media Marketing is a concept that comprises of campaigns designed to market your product or service on social media platforms such as Facebook, Twitter, YouTube, LinkedIn, etc. SMM is a great tool when it comes to products that have a B2C segment.

There is an interesting concept called Re-marketing in Internet marketing which enables us to reach out to the potential consumer base multiple times. It can be seen as following your consumer on various platforms, websites and showing your personalized ad copy to them so as to keep reminding them about their visit to your website.

This also enables us to work on another factor called Consumer Lifetime Value wherein we can increase our reach to existing customers and improve our ROI from these consumers through various practices such as Email Marketing, Re-marketing, Paid Ad campaigns, RSS Feeds etc.

However, for a great digital / Internet marketing experience, a campaign needs to be developed using all the above mentioned platforms.

How is digital marketing different from traditional marketing?

Digital Marketing is cost effective in terms of better reach and results.

Internet Marketing lets you target specific audience based upon demographics, interest and devices.

Internet Marketing gives us factual data that can be statistically analysed. For instance, if a hoarding is marketing your product, you have no clue how many people saw the hoarding, read the content and actually became customers because of that hoarding. However, in Digital marketing, say we run a campaign marketing the same product, we can analyse the data produced by different marketing platforms that can show us how many people saw the product, how many actually became consumers and which consumers came via which of the used platforms. This allows us to find glitches in our campaign and work on it to make it even more action driven.

But then should traditional marketing be stopped completely?

Of course not! Traditional marketing, in fact, paired with digital marketing can give results superior than just traditional or digital marketing.

However, one thing that people mistake about digital marketing is that it can be done for free. It is true to an extent; however, to get the best results, digital marketing needs to have an independent budget. Money must be set aside to be able to exploit all the opportunities that digital marketing has to offer to your business and its glorious future.

eCommerce Marketing Strategies To Increase Sales & Traffic

With so many online stores selling more or less the same products, competition is at an all time high in the online retail industry. Any eCommerce business wanting to succeed in this competitive environment needs to have the right marketing strategies in place. It’s simply not enough to have a great webstore. Without proper marketing all your website development efforts will go down the drain.

Here are some eCommerce marketing strategies you can use to get the best out of your eCommerce venture.

1. Upsell Your Products

A majority of merchants go for up selling their products, because up selling works better than cross selling online. There are two main factors to up selling – 1) Make your upsells related to the original products 2) Have the right product pricing strategy to make the upsell look like a deal. Also make sure that products you are up selling fulfill your customers’ needs. New products must be really better than the original ones.

2. Integrate Instagram

An average order value from Instagram marketing is around $60.00. Instagram gives brands 25% more engagement than any other social media platform. If you use right filters, appropriate hashtags and post at the right time, then you are on the right path on Instagram.

You can run campaigns, contests and share user generated pictures on Instagram. It is an excellent way to attract users towards your offerings. Instagram is one of the fastest growing apps and can be integrated with your store to have a better user engagement.

3. Launch A Facebook Store

Nobody in their right mind should ignore Facebook, the biggest platform for social media marketing. What many people are not aware of is that it is also a great source to generate traffic for shopify users since it is well integrated with Shopify store; you don’t have to have a separate track of your inventory changes. Facebook Store, an app built by Shopify lets you display and sell your products directly on your Facebook page. Buyers can share their favorite items with their friends.

4. Capture More Email Subscribers

Email is one of the most essential means at your disposal in eCommerce marketing. It drives online traffic to your store. Email marketing is one of the oldest and still the best channel for digital marketing because it is more direct and accessible. If you are not convinced, consider these stats:

  • Emails have an ROI of around 4,300%.
  • 80% of people claim that they receive marketing messages with their personal emails regularly.
  • 70% of people make use of discount offers.

So don’t ignore the power of good old email. Getting your target customers subscribe to your emails is one of the most surefire ways of increasing sales.

5. Improve Email Campaigns

Of course, it is not sufficient to gather a bunch of email addresses. Sending emails regularly with targeted content and offers is critical. There could be many occasions for sending emails that your subscribers appreciate.

For instance, send a welcome email once the customers sign up. This helps have the highest open rates of any marketing e-mails. Or you can let your customers know that their order is being processed and on its way. They would love to know their order status.

Another example is to send regular newsletters and let your buyers know about new discount offers, tips and company news. Out of curiosity, they might check your emails.

6. Generate More Product Reviews

As per the online magazine Internet Retailer, one can boost eCommerce conversion rate by 14-76% by adding product reviews to eStores.

There are two key reasons why this is so. First is social proof. Product reviews are similar to testimonials, wherein people share their experiences after using particular products. Second key reason is, SEO. Product reviews help increase the amount of content on web pages and also increases the probability of ranking for long tail keywords.

Integrating Digital Marketing Today

Digital marketing must be integrated with traditional selling efforts these days. If you aren’t doing effective digital merchandising, you are not doing effective marketing in today’s world. Furthermore, effective selling and product promotions are more than just having a decent looking website!

You will need to partner with an agency that understands everything that you will need to know about how to utilise digital merchandising. The question then becomes, what should this agency be able to do for you? What should the people at the agency understand?

You will need to have a partner that understands all digital tools including blogs, social media, blogs, SEO, e-mail marketing, and mobile apps. Your chosen agency needs to know how PR and online marketing fit together in whole puzzle of your marketing strategy. But what exactly will you and your partner do together to get you the excellent ROI that you desire?

  • Understand and know your audience. Today, a business must know its customers, and its prospects, better than ever before. Yet you would be surprised at how much you likely don’t know about those people. Integrating digital marketing and PR will enable you to get to know them better. An important aspect of this will be your blog(s).
  • Put together and communicate a clear, consistent message. In the digital world, where information is travelling at the speed of light, you cannot afford to contradict yourself or falter in your communications. You will need merchandising efforts that totally back up and go along with your traditional PR messages. You must use e-commerce and communications to completely define yourself and never waver from that definition. People need to see integrity and consistency.
  • Develop and maintain relationships. This one may seem obvious, but you need an agency that knows how to do this through an integration of traditional and digital efforts. How would you SEO articles, videos, blogging, and targeted e-mails to develop and maintain relationships?
  • Make you authentic and credible. It’s more important than ever before that your media image is that of a business that has no scams or scammers, is offering a high quality product or service which is not unhealthy, and does everything on the up-and-up. If you can show that you are environmentally and socially sensitive, so much the better for you today.
  • Entertain and instruct your audience. Yes, today digital e-commerce helps you get back to the “teach and delight” motivation of the Renaissance poets. People want to be entertained in your merchandising and communication efforts, or they want to receive some valuable (and free) information. How will you design and maintain your website to these ends? How will you achieve these ends with your blog?

These are among the most important and critical aspects of digital merchandising that you need a digital marketing agency to help you with. A digital marketing agency will be able to help you understand more about how to use today’s marketing tools. Do not hesitate to partner with a digital marketing agency if you want to keep your business at the forefront of technological advances.

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