Digital marketing, man there’s a lot that goes into getting this right and making sure its employed properly for your business, ministry, non profit, or organization. There are various marketing elements that can be deployed under the umbrella term “digital marketing” and we are setting out to discuss some of those elements with this article. This is by no means an exhaustive list but it should give you a taste of the types of elements you should be considering for your digital marketing strategy within your organization.
Our goal with this piece is to briefly educate you on the different marketing elements, give you the abridged cliffs notes version if you will, and provide you with a basic understanding of the necessary tools to succeed in today's competitive marketplace.
Buckle up because here we go, we’ll be touching on the following marketing parts:
Again this is not an exhaustive list.
Are you buckled in?
Email marketing is a great way to stay in contact with your audience and keep them engaged with your business and brand. Email engagement with your audience can be a great addition to your overall sales process, again another cog in the machine, to ultimately help drive more sales or other desired conversions. It involves sending promotional emails or newsletters to a list of subscribers who have opted-in to receive messages from your brand. We can communicate all kinds of things through email marketing. Through the channel of email marketing we can inform, educate, ask, as well as share promotions, latest blog or website posts, or other important information your organization desires to communicate.
Email marketing is another great tool to help achieve TOMA, Top Of Mind Awareness.
If your product or service has a longer sales cycle or a high ticket price, email marketing can keep your business in front of your interested prospect until they are ready to buy. This is an area we see a lot of business fail. They simply say “next” when someone doesn’t buy right now and that means that potential customer will likely buy from a competitor. By simply putting them into an email marketing campaign you can keep your business Top of Mind so when they are ready to buy, they purchase from you. We call these types of email campaigns email nurturing campaigns. The goal is to “nurture” your lead until they are ready to become a client. Email marketing helps build customer relationships, increase brand awareness, and ultimately drive revenue.
SMS marketing involves sending text messages to your customers. When was the last time you didn’t open and read a text? SMS Marketing is a highly effective way to reach your customers, as text messages have a 98% open rate. See text message marketing is effective! SMS marketing can be used for a variety of purposes, such as promoting sales, sending appointment reminders, and providing customer support.
Social Media Marketing:
Social media marketing involves promoting your brand and products through social media channels such as Facebook, Instagram, Twitter, and LinkedIn. Social media marketing not only helps you build brand awareness, but it also is a great tool to drive traffic to your website. Social Media Marketing is also a great way to keep your customers and “followers” engaged and informed about your business. It is a highly effective way to reach your target audience, communicate your message, and increase engagement and conversions. Social Media Marketing is also a great way to and drive revenue!.
Search Engine Marketing:
Search engine marketing involves promoting your website through paid advertising on search engine results pages (SERPs). This can be done through pay-per-click (PPC) advertising, which is exactly that, paying per each click you receive on an ad that then drives your engaged visitor to an action. Usually the goal is to get someone to a landing page (see our article on those) and convert through some form of CTA (call to action). PPC management is bidding on keywords, managing the effectiveness of those keywords in relation to your set ad spend budget, setting up specific campaigns and creating compelling ad copy. Search engine marketing helps drive traffic to your website and increase conversions.
Google Ads Management:
Google Ads is a powerful advertising platform that allows you to create compelling ads and display them on Google search results pages and other websites in the Google Display Network.
A wise man once told me: Think of Google as “Asked” and “Answered”.
Google wants to give its users, those asking in that little search bar, the best “answers” it can for the thing typed in the search or the “ask”. Google Ads are the ads that show up (usually obviously seen by the little word “AD” next to it, of course until Google changes it again) at the top and bottom of those search results. You can “circumvent” the organic leaders for the top spot for your desired keywords on Google by paying to be above them, that’s Google Ads. Google ad management involves creating and optimizing your ads to reach your target audience and drive conversions.
Facebook Ads Management:
Facebook Ads is a highly effective advertising platform that allows you to create and display ads on Facebook and other websites in the Facebook Audience Network, cough cough…. Instagram. Facebook Ads management involves creating and optimizing your ads to reach your target audience and drive conversions.
YouTube Ads Management:
YouTube Ads is an advertising platform that allows you to create and display ads on YouTube videos. YouTube Ads management involves creating and optimizing your ads to reach your target audience and drive conversions.
LinkedIn Ads Management:
LinkedIn Ads is an advertising platform that allows you to create and display ads on LinkedIn. LinkedIn Ads management involves creating and optimizing your ads to reach your target audience and drive conversions.
See the pattern here with Ads Management, it’s a lot of creating and optimizing and doing those two things over and over and over like the laps of a racecar on an oval track.
Google Business Profile Optimization:
Google Business Profile optimization involves optimizing your Google Business Profile to improve your online visibility and attract more customers. This includes adding accurate and complete information about your business, responding to customer reviews, and posting updates about your business.
Google Business Profile Management:
Google Business Profile management involves managing your Google Business Profile to maintain accurate and complete information about your business, respond to customer reviews, and post updates about your business.
Facebook Management - Post creation and scheduling:
Facebook post creation and scheduling involves just that, creating and scheduling posts to your Facebook page (kind of self explanatory huh!?). This can help you build brand awareness, engage with your audience, and drive traffic to your website.
More traffic means more money!
(well if you have all the website elements dialed in correctly….. Man there's a lot that goes into all this stuff. Maybe you’re feeling like you don’t want to do it all and need some help? We’d be happy to!)
GBP Post Creation and Scheduling:
GBP post creation and scheduling involves creating and scheduling posts to your Google Business Profile. This can help you improve your online visibility, engage with your audience, and drive traffic to your website.
LinkedIn Management - post creation and scheduling:
LinkedIn post creation and scheduling involves creating and scheduling posts to your LinkedIn page. Man that sounds familiar doesn’t it……
Linkedin is a great place, for the right businesses, to build your professional network, establish yourself as a thought leader in your industry, and drive traffic to your website, which leads to engaged visitors, which leads to conversions, which leads to sales, which means MORE MONEY!!!
See how all this stuff working together is so important?
Content marketing involves creating and sharing valuable and relevant content to attract and engage a clearly defined audience. This can include but is not limited to things like ongoing blog posts, informative or educational or even funny videos,helpful infographics, engaging social media posts, and more. Content marketing helps establish your brand as a trusted authority in your industry, build customer relationships, and drive sales.
Whew we made it…. I think…. Are you still with me?
There’s a lot of moving parts when it comes to digital marketing and as we’ve explored in this article, again just tipping the iceberg here on details for each element, it’s a lot of work to get this all working right and deciding which pieces are right for your business to implement.
If you are looking to grow your ministry, organization, non-profit, or business it is pretty much vital to leverage some of these digital marketing strategies. It’s also important, especially if you have a budget to keep in mind, to make sure you know which parts of the digital marketing engine are going to get you the best bang for your buck and get you a return on your investment.
In our opinion, and the opinion of likely any marketer you talk to, implementing some or all of these digital marketing strategies are pretty important to succeed and grow in today’s highly competitive marketplace. By utilizing some or all of these techniques, you can greatly enhance your ability to effectively reach your target audience, build your brand awareness, and drive business growth and sales.
If this all seems overwhelming, we get it, it’s a lot.
If you’ve made up your mind that there's no way you want to tackle all of these on your own, we'd love to have the opportunity to earn your business. Let’s explore if 360 Website Solutions might be the right team to drive your digital marketing to success.
- Chris Ravesloot
founder, 360 Website Solutions
We can help get these important elements right for you. Book a call to start the conversation today.