Digital marketing is that domain of marketing that deals with the promotion of products and services through the medium of internet. There are various types of digital marketing tools prevalent. Some of them are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Email marketing, social media marketing, display advertising etc. Digital marketers learn the ropes of digital marketing through many of the best digital marketing courses available in business schools and online educational portals.
The main goal of any digital marketing effort is to boost the brand awareness and enhance the brand engagement as well as drive the internet traffic to the online brand properties like the websites and the social media pages. It also aims at creating meaningful conversations between the brand and the that generate a sales pipeline. While there are many ways for a digital marketer can employ to advertise his product or service, they are constantly under pressure to create effective digital marketing campaigns that have the potential to turn the visitors to their websites and pages into customers. To achieve the goal of converting visitors into customers, the digital campaigns need to be crafted carefully. Below is the way to create lasting campaigns that achieve the desired business targets for marketers.
Before launching any digital campaign, a marketer should be clear on the customer he wants to target through the campaign. It is important to know the targeted audience precisely because only then can the marketer choose the right way of connecting with the audience with the right message that the targeted customer can understand. He also needs to define the ultimate aim of the campaign. For this, the success metrics of the campaigns such as sales leads, traffic etc. should be defined in advance.
The digital content that appears on social media portals, blogs and websites is a critical element of a brand’s digital presence. It sets the tone for the brands’ promise to its targeted customer. The content should be appealing and relevant to the targeted audience. It is also equally important that the content is relevant for the platform it appears on. Every platform such as a blog or an Instagram account have a different environment and the content should be in sync with the requirements of that platform.
There are various social media platforms present such as Facebook, Twitter, Instagram etc. All of them offer the opportunity to get close with the customers and engage them at a personal level. There are several possibilities for a brand to explore on social media. A brand can tell its story by using creative content and brand campaigns. It can use interesting visuals and get more traction for video-based content.
One of the biggest benefits of digital marketing is the vast amount of campaign performance metrics it provides to the marketers. The data available on customer preferences, purchase patterns and past campaign performers can help marketers get vital insights that lead to visitors turning into customers. Various features like trackable URLs, promo codes etc can also help the digital marketer to see how the campaign is performing with reference to various metrics such as visitors, conversions, bounce rates, time spent on site etc. Marketers are free to make changes anytime to the campaign instantly and hence the access of these performance indicators helps them to take decision on what changes they want to introduce and when.
In order to generate sales leads from campaigns, the ads should specifically mention the call to action (CTA). Call to action can be a link that leads the customer to the brand’s website where he could make the purchase, or it could be any form to submit the contact details. A call to action button provides a method to generate the leads from the campaign. Without a call to action, a campaign is incomplete and may miss out on actual sales.
The marketer also needs to decide the content they will gather in terms of customer’s details via offers such as discounts, free product trial, access to special content etc.
Once a customer has click on a call to action button, the journey of converting a customer has to begin. For this to happen, marketers need to decide the path for the customer post the call to action click in such a way that it boosts the conversions. They can build a microsite or a landing page for the brand. Such pages and sites are particularly useful for paid clicks.
Social media marketing allows marketers an opportunity to create meaningful brand conversations. This helps a brand build trust with the customers.
Marketers can leverage social media and emails to create ways to reach out to customers in a real and engaged manner. Prompt response to customers on Twitter, live chat on the website are common forms of creating positive engagement with customers.
Digital marketing can provide an effective method to create campaigns that create a deep and lasting impact on the audience and turn them into customers.
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