Digital Marketing Basics Part 2
In this second part to the original Digital Marketing Basics article, I will build upon the foundation already laid out. Although talking about the fundamentals of digital marketing may seem a bit boring and dry, it is important. So important that you need to understand the purpose behind online marketing, much like any other tool. And what I mean by that is the psychology behind human behavior as it applies to marketing.
It’s OK, you don’t have to panic. There is no need for you to gouge your eyes out with a plastic spoon, because I am not here to bore you. I’m not going to show you hundreds of presentation slides and make you read lots of theory. So sit up straight, put away distractions and pay attention to what I am about to share with you!
Digital Marketing Basics: The Fundamentals
Before we do anything with digital marketing, it is very important to understand why we do certain things. I am talking about the underlying reasons behind any form of marketing today. Because without a firm grasp on why you use one form of marketing over another, you cannot know if you are on the right track. It makes it even harder to know if you are completely off track!
Here’s the biggest reality-check of them all. Whatever form of marketing you are doing, you need to be honest with yourself. Are the people seeing your ads engaged and having a positive experience? In fact, the user experience is key every step along the way. Each time you want them to do something such as subscribe or click on your offer, you need to give them a reason. And the better the reasons, the better your marketing will do!
But the secret here that many businesses miss is that you need to make sure you focus on your audience. Give them great content that gets them to your website and offers. Entice your visitors to buy your shit and to keep coming back to you. Do this one thing right and you will be far ahead of most businesses with marketing. Focus on what your ideal customer wants, not what you want – it’s really just as simple as that!
Digital Marketing Basics: The Plan
As with many things in life, planning goes a long way towards making your marketing successful too. Planning your marketing out in the form of a calendar keeps you on track throughout each month and year. Each type of marketing requires its own schedule, some being daily and others not so often. But the concept here is to have some sort of digital marketing plan and execute it.
Visualize your online advertising calendar as a play in football or soccer. Each player (SEO, Content, Social Media) has a different job to do and they all work together to score. Some players like SEO and Content are long-range or long-term. They go deep in order to set you up for success in the long-term. Others like Social Media Ads and PPC are your front-line players that can produce results now.
A Word On Frequency
Basically, the better you tune your marketing calendar and stick with it, the more you set your self up to succeed. Here’s some ‘rules-of-thumb’ to set up your scheduling and may take some experimenting to get tweaked in:
- Content Marketing – Long-term asset that you need to create content a minimum of 3 – 5 times per week for 6 months.
- Email Marketing – Timing varies depending on goals, but frequency can be daily for a week to monthly out to annually in some cases.
- Influencer Marketing – Varies by the number you have access to and how often you want to give away free shit or pay.
- PPC – Can change daily or once a campaign is dialed in, can be less frequently such as monthly, seasonally or by the quarter.
- Public Relations – Varies greatly by opportunities, but should definitely be on your radar to build brand awareness (long-term asset).
- SEO – This is a daily operation that needs to be performed every single time you create content, landing pages and ads.
- Social Media Marketing – Very similar in timing as PPC and can be less frequent, but can also be daily when used with PR and SEO.
- Text Message/SMS – Varies greatly when used in conjunction with other types of marketing, but often used daily to weekly.
- Viral Marketing – Look for opportunities, but who can truly say what will go viral???
- Voice Mail Marketing – Similar to Text/SMS and varies greatly with frequency.
Digital Marketing Basics: Actionable Tactics
The most important part of learning anything and benefiting from it, is actually doing something with it! So here are some basic steps you can take, today and start winning.
Deliver real value – I cannot overstate this enough, create content that people want to consume! Solve a problem and speak to the pain of your ideal customer. Produce content that is funny or interesting and educational. But it always has to be worth their time or don’t bother putting it online.
Add your personality – Put your personality into everything you do, that will attract far more people then trying to please them all. Which often attracts no one at all. You’ll notice that every single piece of content I create, a little bit of my personality is in there too. I joke around, I’m sarcastic and I’m blunt – my personality isn’t for the timid or the prudish. And it’s definitely not for someone without a good sense of humor.
Grammar & Spelling – Don’t get hung up on this too much. Try to write like you are at least vaguely educated, but I’m not talking like college level essay writing. Unless of course you are doing something with college level writing services, then your shit better be on point! But for the ‘Millennials’ out there (yes you, snowflake), your butchering of the English language is shamelessly appalling. Know the difference between to, two and too as well as your and you’re. And for the love of God, its spelled G-O-O-D, not ‘gud’ dumb-ass. *Remember the personality thing above?
Content with clarity – Keep a clear goal in mind when creating content. Ask yourself when writing or recording videos, is this shit really relevant to my ideal customer? Then it becomes much easier when looking at topics whether or not to spend time working on it. If it doesn’t fit, its out!
SEO – As I stated before, every single time you create a piece of content, you should also be using some SEO along with it. Not sure how or why or where to begin? Check out my series of articles called SEO Bootcamp (link removed)!
Calls to action – Now that you are creating content, added your personality, have clarity and people are digging your content – prompt them to do something! ‘Buy Now’ or ‘Subscribe’ are both examples of prompting people to do something or simply known as a call-to-action.
Digital Marketing Basics: Now Go Do Something With This!!!
I could probably almost write another long article just on the actionable steps alone. Maybe I will. But right now you have some basic knowledge that you can start using right now to make a difference in your marketing today. That counts for something, right?
In any case, I again want to point out that Amy Jordan, Founder of POP Content has served as the inspiration for these articles. She knows her shit and she’s pretty damn cute too – a winning combination!
If you are feeling a bit overwhelmed with just the Digital Marketing Basics and want some help or you would just like someone to do this for you, check out our comprehensive Direct Response Marketing Services.