Digital marketing is more than sending a couple of tweets of how great a meeting was. Sure you may get a few favourites however there is more to it than that making it essential to your start-up business. Digital marketing provides cost effective method of marketing to keep your business competitive with current businesses. It’s not just social media you can utilise in your digital marketing strategy, craft a Search Engine Optimisation (SEO) strategy, creating Pay Per Click (PPC) adverts, even having a well-designed and thought out website can have impacts on your conversion rate. They aren’t even that difficult to do!
Social Media Connects Everyone
Social media literally connects us all together, no matter the size of your business you will find one of your customers on some form of social media channel. Especially start-up businesses as they are capable of building their own custom made audience from the ground up.
ADDED BONUS – unlike other digital marketing methods, social media marketing is free to do! Sure you can do paid advertising to promote posts but you don’t need to do this, to begin with. A great use of social media is to engage with your audience so they don’t forget who you are! It doesn’t have to be all about your products or services you can use emotive posts so your audience remembers who you are, giving your business a persona, building a connection audience. Over the past view years, web users have become reliant on online reviews of businesses before making a purchase. Social media allows customers to leave honest reviews of a business. This can help convert your audience because it’s a genuine person leaving a review not random testimonial on your website that could be outdated; this is live and real.
Digital Marketing Provides Information To Your Audience
Time to talk about your best salesmen, they work 24/7, your website! Having a website is a useful tool that can inform visitors of your services/products but you can do more than just tell them about your business. But having a website isn’t enough, you need to have links to your social media channels (you could even have your social reviews on your website) and an effective SEO strategy (We’ll talk about this in a minute) doing these digital marketing activities can increase your website traffic increasing your chances of converting your visitors to customers. Having effective web design can help you craft effective lead magnets to capture your visitor’s information that you can email them your newsletter or special offers.
Having effective web design can help you craft effective lead magnets to capture your visitor’s information that you can email them your newsletter or special offers. Email marketing is a direct way of connecting with your audience. You can also use email to celebrate your connection with your audience. Buffer does a great job of this, for those who don’t know Buffer is a company that allows you to share your messages through social media and create a social media calendar. They send you an email if your post is performing better than most.
Attracts new visitors
I’ve saved the more difficult of tasks to the end, SEO (Search Engine Optimisation). With going extremely technical, SEO allows websites to attract traffic by natively appearing higher up search engines like Google and Bing. There are several factors that enable a high SEO score. Moz (the gods of SEO, if you will) have an amazing guide to SEO right here. Working cohesively with SEO you can enable PPC (Pay Per Click) adverts in search engines.
PPC means pay per click so every time someone clicks on your advert that’s only when you have to pay for it. Whereas running a paid advertising campaign can be more costly and you might not get as much return on your investment (ROI). A standard paid advert is where you normally define your budget and timeframe for your advert, this will then run till the budget is spent or time runs out. This could be costing you money, check this example.
There are 3 key factors you need to understand about PPC:
- CPC Bid – This is the maximum bid you can place for your selected keyword
- Quality Score – This is a metric that is determined by quality and relevancy of your advert in relation to a selected audience. The higher your quality score the better.
- Ad Rank – This is CPC Bid x Quality Score. The higher this is the more your advert will appear when your keyword is searched for.
So how much will you have to pay for your adverts? This is how Google AdWords works out how much you pay.
Ad rank of the person below you bidding on the same keyword / Your quality score + £0.01 = Your cost.
For example, the ad rank of the bidder below me is 10 and my ad rank is 20, it would cost me £2.01.
10 / 20 + £0.01 = £2.01