MarketingOnTheNet

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in this video we're talking all about digital marketing. What it is, how it
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works, as well as diving into some of the most proven and effective digital
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marketing strategies available today let's get to it
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hey there my name is Adam Earhart, Modern Marketing Strategist, and welcome to the
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Modern Marketing Show where we help you generate more leads, customers and sales
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by making better marketing so if you're interested in learning the latest and
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greatest marketing strategies, tools, tips, tricks and tactics well you may want to
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consider subscribing and hitting that notification bell. Alright so let's talk
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digital marketing.
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Specifically in this episode we're going to be pulling back
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the curtain on what is arguably one of the most complicated and yet significant
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and most powerful aspects of running a business and that is digital marketing
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by the end of this episode you're gonna leave with not only a better
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understanding of what digital marketing is and how it all works but actually how
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it applies in the real world because theory and academic stuff and all that
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kind of book knowledge is is nice to have and it can play a role in helping
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you form a foundation and base knowledge but it's a completely different story
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when we take all those concepts and theories and we actually apply them in
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the real world and that's what I want to help you with here but before we dive
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into the theoretical and academic stuff as well as the practical and actual
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applications of digital marketing first we need to decode what exactly we're
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talking about here after all when it comes to digital marketing there is no
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lack of confusion and I blame myself as a marketer for being part of the problem
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after all we're infamous for using complicated jargon and technical words
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like SEO, PPC, CTA, CTR and I could go on with dozens and dozens more to make
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matters worse people often associate digital marketing with complex online
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software, coding or these really complicated funnels that take teams of
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dozens and dozens of people just to keep running no wonder there's still so much
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confusion around it and so many otherwise very smart and savvy business
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owners still avoid it. Now of course digital marketing does
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have some more complicated and technical aspects involved but that doesn't mean
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you need to know what every single one of them is and how to do them all in
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fact even just a broad or general understanding of all the different
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pieces will allow you to thrive in today's digital marketplace because at
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the end of the day digital marketing is actually a pretty simple concept but
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before we dive to all the specifics first a quick shout
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check out the link in the descriptions below. Alright so let's get back to it.
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What exactly is digital marketing? Well brace yourself for this one but digital
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marketing is just marketing done digitally yep that's kind of it meaning
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the same concepts and principles and theories that apply when marketing your
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business well these are all going to be applied but done on digital platforms
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like social media, through email and other online channels. Basically if
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you're using a digital platform to communicate your business's value to
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your customers then you my friend are digital marketing. So how does digital marketing work?
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Well the reality like we just covered is that digital marketing
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works much the same way as offline or traditional marketing does in fact when
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you hear somebody talking about digital marketing they're referring more to the
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tools and the digital and online aspect of those tools rather than the
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underlying strategy behind it which should always be formed on foundational
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and really marketing fundamentals. So now that we've got that covered that digital
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marketing is really just marketing done with digital tools well what are the
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best tools available and the best way to make digital marketing work for you well
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the very first step when it comes to creating an effective digital marketing
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strategy is to first identify your market you see this is going to be the
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same whether we're talking traditional or digital marketing but the first step
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is always in identifying that target market that ideal customer or prospect
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or potential person that you really want to connect with now the reason this is
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such a foundational piece of an overall strategic campaign is because without
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the right person in mind well nothing else is really going to matter so spend
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a little bit of time and do some digging into your ideal target market, what are
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their demographic details like their age, gender, income, occupation, things of that
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nature, also what are their geographic details
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where do they live, what city, state, province, country, things like that and
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lastly, and maybe most importantly, what are their
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psychographic details, things like their attitudes, interests, opinions and
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behaviors. The better you're able to form a really clear picture of who your ideal
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market is well the more effective your digital marketing strategy or marketing
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strategy in general is going to be all right so once you've got your market
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clearly identified it's time to move on to step two message now when it comes to
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creating a really effective message one of the things that I like to advise is
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that you take a look at your clients or your customers basically the market that
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you've just identified well take a look at their miracles and miseries. Their
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miracles are going to be things like their wants and their needs, their goals
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and their dreams, again the better you understand your market well the better
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you're going to understand their miracles and ideally your business is
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going to be the one that's positioned to deliver those miracles for them.
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The flipside of that of course, is their miseries what are their fears, their
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frustrations, their pains, their nightmares and all the things they're
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trying to avoid again step two is going to be pretty much the same whether we're
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talking traditional or digital marketing and the third step is media and this is
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where things really differentiate between traditional and digital
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marketing because it's here that we're going to be making the choice for which
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platform we're going to be using to communicate our message with our market
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now when we're talking about traditional media we're talking about things like
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the newspaper or the radio or Direct Mail or any form of print really digital
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on the other hand is going to include things like social media, online video,
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email marketing, online pay-per-click advertising, things of that nature where
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things get really exciting though and where digital marketing is such an
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effective overall strategy to deploy is that well pretty much everyone
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regardless of age or gender or income or occupation, pretty much everyone is
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online these days which means that no matter who you're trying to reach you
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can reach them with digital marketing. Not only that but digital marketing also
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has some other benefits above traditional marketing namely the fact
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that the targeting is just so dialed in with digital platforms also the time to
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get data back is significantly reduced meaning if you create an ad and put it
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in the newspaper or in a magazine you're gonna have to wait a period of days,
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weeks, maybe even months for your market to see your message and react or not
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react digital marketing on the other hand well you can create an ad and put
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it out to your market in as little as a few hours and get immediate response
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letting you know if you're on track or if something needs to be changed.
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All right, so now that we've got all that covered what are some of the most
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effective digital marketing strategies available today? Well when it comes to
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digital marketing there's no shortage of available strategies no shortage of
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opinions that goes along with each of those strategies either social media
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gurus say you need to be using more social media, email marketing advocates
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preach the benefits of reaching your customers directly in their email INBOX,
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video marketing experts say everybody needs to be creating more videos and
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online advertisers tell you that the best return on investment is with online
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ads so who's right well in reality they all are because it's gonna depend on
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your market your message and your media basically we need to figure out who
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you're trying to reach what the message is that you're trying to communicate and
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which online or digital platform is going to be best aligned with you your
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business your industry and your customers. Unfortunately, where many
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people get lost and confused is they take a look at all these different
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things realize that they might all work so they start doing everything and one
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thing I can tell you with certainty after years of being a digital marketing
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consultant and owning a marketing agency is that you definitely do not need to do
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everything in fact most of your results are going to come from one two maybe
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even three carefully selected and strategically deployed channels at most
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so to help you choose which one may be best for you and your business these are
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some strategies we use inside the agency every single day for our clients and
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have proven to be some of the most effective forms of digital marketing
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available today. The first is, of course, social media marketing.
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You simply can't argue with the proven results that you're able to achieve with
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a strategically deployed social media marketing campaign now there are nuances
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between how the campaign is deployed and how we're going to leverage it but it
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really comes down to using one or a combination of Facebook, Instagram,
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YouTube and LinkedIn depending on the market and depending on the client and
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their customers. Regardless, having a social media presence today is pretty
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much mandatory and doing the best you can will provide a real and tangible
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return on investment. The other strategy that we consistently use is online
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advertising. Again, most of the social media platforms do have the option to
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use both organic social media which means unpaid or just
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regular posting content as well as paid online advertising where you're
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basically paying them for a distribution again we take a look at the market and
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essentially what we're trying to get across and then make a strategic
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decision between Facebook, Instagram, YouTube and the Google Display Network.
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As a fun fact, some of our highest ROI campaigns have almost always come from
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social media online advertising. Yeah, it can be a bit of a bear to learn when
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you're first getting started and can be a bit of a trick to figure everything out
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but once you do, once you've got it dialed in it's a really powerful concept.
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The other strategy we almost always deploy and certainly with our local
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clients is search engine optimization or SEO for short. Basically if you're
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unfamiliar with SEO it involves optimizing the website to appear higher
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in the search rankings so when someone's typing in a search term your business
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appears top-of-the-line. All right, so now that we've got all that covered
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the next thing you're going to want to do is check out the original
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version of this video I've got linked up right here it's short but it's one of
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the most popular videos on my channel and provides another perspective on what
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digital marketing is and how it all works. So make sure to check that one out
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now and thanks so much for watching and I'll catch you next time on
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The Modern Marketing Show