What is Digital Marketing

Digital marketing is not just social media, it is not just Facebook advertising, it is not just building an email list in a CRM, Content has earned its importance beside other SEO tactics, video is a type of content and not a strategy, and it is not ok for websites to be designed as standalone anymore.

Each of these components form part of a constantly evolving digital ecosystem.  Digital Marketing is the toolkit of tactics, apps,  optimization’s and knowledge which connect and integrate these components.

What is a Digital Strategy

A Digital Marketing Strategy is the series of actions to take to help you achieve your goal(s) using online marketing.  No matter what size your business is building an effective digital strategy will benefit you and it doesn’t need to be difficult or complex.

A strategy is just a plan of action to achieve a desired goal, or multiple goals. For example, your overarching goal might be to generate 25% more leads via your website this year than you drove last year.

Depending on the scale of your business, your digital marketing strategy might involve one or two, right up to multiple goals with a lot of moving parts, but focusing on this simple way of thinking about strategy can help you stay focused on meeting those objectives.

Your strategy document will be very individual to your business with its purpose to map out the actions you’re going to take to achieve your goals over a period of time — as long as it communicates that, then you’ve nailed the basics of creating a digital strategy.

What is a Digital Campaign

If your digital strategy is the series of actions you take to help you achieve your overarching marketing goal, your digital marketing campaigns are the building blocks or actions within your strategy that move you toward meeting that goal.

For example, if you are a new ‘bricks n’ mortar’ business you might decide to run an awareness campaign on Facebook to let people in your location know you are there and open for business.  That campaign is part of your strategy to convert the goal of building awareness and increase your foot traffic.

It’s important to note that a campaign is not your strategy, but sits alongside other online campaigns and activity, organic and paid to form your overall strategy.

What are the best Digital Channels

The digital channels you use will depend on the type of business you have.  Before you can actually start in the selection process you need to know about each channel and assess its suitability for your business.  Each business is different and it is most likely that their strategy will include some or all of the standard popular channels.  The following is a typical structure for many businesses in 2018 :

  1. Fast loading and mobile first optimised Website
  2. Email Marketing with personalisation and automation. More than 205 billion emails are sent daily – predicted to continue to grow.
  3. Social Media – Video continues to kick high, but with recent Facebook algorithm change which prioritises content from “friends, family, and groups,” we’re going to see marketers ramp up efforts for live video.
  4. Messenger Marketing and Chat bots – lots of excitement around this new method of communicating with customers – set to take off in the next few years.
  5. External blogging platforms such as Medium

Top Tips – focusing on the components of a Digital Strategy

Here at Arts Mid North Coast we realise that most of our community are promoting themselves online via a website and/or Social Media.  So we have developed a special series of ’Top Tips’ to extend and enhance our connection with the artists & creatives community on the Mid North Coast. These posts are full of of current Social Media Marketing techniques and tips applicable to all business operating online.

GET YOUR ‘TOP TIPS’ HERE