How Digital Marketing Works?

The way businesses market or promote their products has changed. In the past, the best way to show your latest products was to set a billboard on the busiest traffic lanes, but modern times demand a different tactic: digital marketing.

What is Digital Marketing?

Simply put, digital marketing uses online mediums such as websites, search engines, social media websites, mobile apps, and email to market products and services, and sometimes, the brand itself.

Digital marketing has long overtaken traditional marketing methods ever since the internet became more and more available to the world. The number of people using the internet has doubled over the past two decades. Now over 4 billion people are actively using the internet daily! This includes your target audience; it’s a no-brainer that you should be marketing online to an audience already available.

This is what digital marketing experts do: identify your target audience on digital mediums and market your products/services to them to drive conversions, bring more traffic inflow to your website, increase ROI and promote sales.

How Does Digital Marketing Work?

Digital Marketing doesn’t use one route. It utilizes several strategies and tactics to reach one goal: to grow your business. These web marketing strategies need to be well-thought-out and well planned, some strategies may even overlap, but the main goal remains the same.

Some of the most widely used digital marketing strategies include:

  • Social media marketing (SMM)
  • Search engine optimization (SEO)
  • Content Marketing
  • Email Marketing
  • PPC (Pay-per-click) Advertising
  • Affiliate Marketing

You need to study each strategy and then begin your digital marketing campaign. The campaign itself will require a lot of planning and optimization. You can break down the way you create a digital marketing plan in 5 steps:

planning and executing a digital marketing strategy

Planning and Executing a Digital Marketing Strategy:

A successful digital marketing strategy doesn’t just focus on sales in the long run; it’s about turning your business objectives into an actionable campaign. A set of tactics set in order at the most appropriate times, leveraging multiple digital mediums to help your business grow and establish your brand authority.

Set Your Objectives

Ask yourself: “What do I hope to achieve with this strategy?” Enlist a series of objectives you’d wish to achieve by the end of your marketing campaign. These objectives need to be both attainable and measurable. You can’t just say you want more sales. Specify you want to make X percent sales in your third quarter for the year 2023.

Evaluate your Digital Sales Funnel

Your digital sales funnel takes your audience from the awareness stage to the action stage. Initially, your prospects will become aware of your brand, and they will take an interest in what you have to offer. Once you provide them with steady content that establishes your brand expertise and implements CTAs, you may bring them further towards the end of the funnel where they may take action, i.e., buy your products. Digital funnels are what turn your website traffic into actual customers, which drive conversions.

Establish Your Target Audience

One of the most crucial steps is correctly identifying your target audience. It helps to build a buyer persona to target. Here you study your buyer’s needs and how your products will appeal to them. Consider their age, location, gender, occupation, habits, likes/dislikes, preferences, etc. From this, you can create an ideal buyer persona to market towards.

Create a Content Strategy

Content is what delivers your brand message; it helps share the solution you have to offer. A well-built content strategy will attract more customers and potential leads. Your content strategy will include keyword analysis, content creation (visual and text-based), content calendar setup, posting, sharing, engagement, and finally, analysis.

Analyze Your Campaign Results

The final step will involve the analysis of your campaign results. Essential metrics you should consider are impression rates, reach, conversion rates, engagement rates, and ROI, etc.

One thing to note is that you shouldn’t wait till the end of your campaign to study results; analysis is an ongoing process that is consistently done throughout your campaign to study what works well and what doesn’t. You can then alter your campaign as required.