Five Steps to Getting Started in Digital Marketing
Digital marketing is an overall term that covers all of your online marketing efforts. Businesses are increasingly using digital marketing tools such as Google search, social media, email, and their websites to connect with their current and prospective customers.
Why bother? Why not just spruce up the brochures and run some ads? Because, marketing is about connecting with your target audience in the right place and at the right time. Today, that means that you need to meet customers and prospects where they are already spending time – on the Internet.
Here are the 5 steps to getting started with Digital Marketing: 1) start with deep knowledge who your customers are and why they will buy your product or service, 2) develop a compelling website, including content that informs and entertains your customers, 3) drive traffic to the website through search, email, and social media, 4) convert that traffic to leads and sales, and 5) measure, refine, and repeat. SCORE uses these basic steps with our clients, and they will be covered in our upcoming webinars
Your website is the foundation of your digital marketing. It’s the piece of real estate your business owns on the Internet, where you can tell people about your company and drive purchase decisions. But building a pretty website isn’t enough – you need content.
Content, such as a blog or newsletter, is used to move your website visitors to the next stage in their buyer’s journey – making them a buyer, a subscriber, or a prospect. To achieve this goal, you must add calls-to-action (CTAs) to your content, such as providing free access to more in-depth materials – How-To’s or webinars – or by running quizzes and contests with prizes.
Next you need to make sure you optimize your website so that it generates a constant flow of visitors. Your favorite search engine has free tools and tutorials to get you started in search optimization, including generating traffic from local searches.
Your content provides material for email campaigns and social media marketing, the next steps in digital marketing. Emails connect directly with your targets and can be a very cost-effective way of generating traffic to the website. Social media allows you to interact and provides you with brand visibility online. While there are a wide array of social networks, most start by focusing on the “big three”: Facebook, Twitter, and LinkedIn.
This traffic is just the beginning – now start converting your website visitors into prospects and sales. To do this, you’ll need to come up with offers for your prospects and a form for visitors to provide their contact information.
Finally, you’ll need to measure, adjust, and iterate the whole process. Some marketing metrics you should watch closely include click-through rates, the conversion rate of your landing page, and the number of new leads and sales an offer generates.
Congratulations you are now ready to go back to step one and do that again! Is this easy? NO. Is it worth it? YES! You must market to customers and prospects where they are spending time – online.