7 Digital Marketing Skills for Business Success · types of social media. Understanding social media marketing enables you to market to these different groups of people by influencing

7 Digital MarketingSkills for Business

Success

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7 Digital Marketing Skills for BusinessSuccess

7 Digital Marketing Skills Necessary forYour Business SuccessMarketing is at the heart of every business success. It is the process ofprofitably influencing buyers through awareness, and persuasion.Unfortunately, digital marketing – Also known as internet marketing, webmarketing, and online marketing – can be overwhelming at times. Accordingto a Smart Insight report, only 35% of businesses have a clearly defineddigital marketing strategy. This is mainly due to the fact that it has manymoving parts and can make the field confusing.

The purpose of this article is to give you a brief summary – kind of a digitalmarketing strategy template if you will – of the most important disciplinesthat make up a digital marketing strategist’s toolkit, how to launch digitalmarketing campaigns, and how you can strategically use them in yourbusiness. You will also learn why digital marketing is important.

TYPES OF DIGITAL MARKETING:

7 Digital Marketing Skills for Business Success

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1. SEO (SEARCH ENGINE OPTIMIZATION): The purpose of SEO orSearch Engine Optimization is to make your website more visible to thesearch engines. The goal is to rank you for specific keywords high in theSERPs. SEO is also known as “organic search.” In search results, Googledisplays links to pages it considers relevant and authoritative. Authorityis mostly measured by analyzing the quality and number of links fromother websites. In very simple terms your web pages have the potentialto rank in Google so long as other web pages link to them.Understanding how search engines rank, how Google rates websites, andhow you can improve your website is a valuable skill for yourorganization.

2. SOCIAL MEDIA: Social media is the collective of onlinecommunications channels dedicated to community-based input,interaction, content-sharing and collaboration. Different social medianetworks serve different purpose and audiences. Platforms andapplications dedicated to forums, micro-blogging, social networking,social bookmarking, social curation, and wikis are among the differenttypes of social media. Understanding social media marketing enables youto market to these different groups of people by influencing them withyour message. It is important that you understand the strengths andweaknesses of each social network to successfully expand your businessreach.




3. CONTENT MARKETING: Content marketing is a strategic marketingapproach focused on creating and distributing valuable and, relevantassets – such as eBooks, articles, podcasts or videos – to attract andretain a clearly-defined profitable audience. The ultimate goal of contentmarketing is to create shareable and valuable free content to attract andconvert prospects into customers and customers into repeat buyers. Inother words, your goal is to give value in advance to build credibility foryour company. In return, people will trust you and hopefully buy fromyou. Content marketing uses the value you created by providinginformation that is important and interesting to exchange for anothervalue, such as an email address, a sale, or a lead to name a few.

4. EMAIL MARKETING: eMail marketing is considered permissionbased marketing. In other words, you have the privilege (not the right) ofdelivering relevant and desirable messages to people who actually wantto get them. Email marketing provides the highest ROI per $1 dollarspent, making it the most effective and least expensive marketingmethod. This does not imply you can abuse your audience. Building a listof leads or customers and building a relationship with them should beyour most important priority.Email has evolved as one of the primary methods to communicate withyour customers on a personal, relevant, and timely basis. This means youshould tread carefully not to simply spam them with newsletters or toomany offers. Always keep in mind the rule, “treat others like you want tobe treated.” Remember that eMail is used to grow new customers,develop leads for business to business sales, and to develop and growexisting customers. It will also become your primary tool for retainingand building loyalty among your current customers and contacts.




5. MOBILE MARKETING: Mobile marketing is probably the fastestgrowing discipline of digital marketing. Mobile marketing allowsmarketers to send advertisements straight to phones in the form of a textmessage or ads appearing on an individual’s mobile device. Realisticallyspeaking, it is an extension of email marketing, in the sense that it is alsopermission based because, in order to actively market to a mobile device,a company must first obtain the user’s phone number. They also havethe option to opt-out from receiving future messages. Some way to usethis type of marketing is to send coupons, engage with your audience,notify them of upcoming events, or even upcoming deals. Just like emailmarketing, treat your customers with respect and do not spam them.

6. PPC (PAY PER CLICK): SEM – Search Engine Marketing or SearchEngine Advertising (also known as “paid search”) is the process ofgaining website traffic by purchasing ads on search engines. PPC givesresults faster than Search Engine Optimization but it can also get costlysince you will be paying for those ads. The great news is that you get animmense amount of data which helps you optimize your campaigns quitefast and efficiently. If you are going to use PPC marketing in yourbusiness, it is important that you understand bidding strategies,messaging and conversions.

7. WEB ANALYTICS & CONVERSION OPTIMIZATION: Webanalytics is the process of tracking user behavior. On the other hand,conversion optimization is using the data you collected (such as whereyour audience came from, what they wanted and how they reacted toyour website) to optimize your marketing campaigns. Using this dataproperly can turn small changes into big wins. In other words, it is usingdata to get people to do what you want them to do when visiting yourwebsite. By using analytics to test, adjust, and most importantlyimplement changes to maximize your efforts you will be able to improvethe quality of your marketing campaigns.




THE IMPORTANCE OF SALES FUNNELSAll of the types of digital marketing described above are imperative to drivetraffic to your site or app. The secret to maximizing your income though, is tobuild sales funnels. In other words, you drive traffic to your site or app usingthe techniques described above and then you maximize your retention andprofit by driving customers through a sales funnel.

What is a Digital Marketing Sales Funnel?It is simply a range of products based around a specific topic that solves aspecific problem. The offers are then set up in a specific sequence. The goal iffor each product to increase the value for the customer and for you (morerevenue.)




DIGITAL MARKETING CONCLUSION:Each of these digital marketing disciplines have strengths and weaknessesand contribute one way or another to moving customers through differentstages of the marketing and sales journey. You can learn skills in one area,and apply them to many others. Therefore, developing skills in all areasfundamentally provides you with an extensive toolset of knowledge, skills,and competence.

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7 Digital Marketing Skills for Business Success · types of social media. Understanding social media marketing enables you to market to these different groups of people by influencing