Online Marketing FAQ: Frequently Asked Questions
Online Marketing FAQ: What is digital marketing?
Online Marketing FAQ: Digital marketing involves marketing to people who use internet-connected electronic devices such as computers, smartphones, and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites and apps to connect with prospects and customers.
What does a digital marketer do?
Digital marketing has evolved to the point where a variety of specialists work with brands to develop effective strategies or implement programs. If you are new to digital marketing, or if you lack experience or resources, you should hire an experienced and versatile digital marketing consultant.
Would my business benefit from digital marketing?
Absolutely. Although companies remain skeptical of digital marketing in many business categories, avoiding digital marketing denies your business access to media while the majority of consumers turn to them first and at all times of the day.
What is the biggest mistake digital marketers/online marketers make?
They're blowing their own horn. Yes, of course, the main goal of marketing is to generate leads. However, in the age of digital media, a brand-focused, sales-driven approach detracts interest from your business. Make your marketing customer-centric.
The second biggest mistake: no consistency. You need to contribute a continuous flow of content to the channels you use.
How often should I update my website?
Websites that go for long periods of time without updates and new content are unlikely to perform well or support useful digital marketing goals. Although a static website technically qualifies as a website, it is certainly more than a digital brochure that produces little or no leads. Online marketing is about being dynamic, not static.
What do I need to know about mobile?
Mobile phones are the most widely used technology in the world. Most of your potential customers spend the majority of their media time and hours on a smartphone. Mobile marketing focuses on mobile strategies such as messaging, mobile apps, and mobile websites. A brand that ignores mobile marketing is doomed.
What is content marketing?
Content marketing is the creation and distribution of educational and/or entertainment information for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is usually free and does not explicitly promote your brand the way an ad would.
What to consider when creating a content marketing strategy?
A content marketing strategy is a plan for building an audience. Elements of content marketing strategy include goal setting, audience personas, a value proposition, a content marketing mission statement, a buyer journey map, and content creation, promotion, and analysis plans for how content marketing assets and programs work.
Do I need a blog?
Email, social media, search, and other elements of your digital marketing mix depend on delivering useful content. Although video broadcasts, podcasts, and media galleries offer other options, a blog is by far the most common tactic for distributing marketing content on a channel you have full control over.
What content should you create?
There can be no all-encompassing answer to this question, except to say that you should create content that buyers will find relevant and useful. Leading candidates include blog posts, articles, eBooks, infographics, microsites, videos, courses, case studies, newsletters, visuals, and various forms of interactive content. You are currently reading an online marketing FAQ, which can also be a good example for you because it allows you to answer all the questions you are often asked the visitor.
More tips on online marketing -> click here
How often do I need to publish blog posts or create new content?
Understand this first: search engines will learn to index your site as often as you publish content. However, neither your audience nor your search engines rate bad content. The answer(s) to this question is: (1) create content as often as you can and (2) you need to consider your cost and ROI. Entries again this one as an online marketing FAQ add value and enjoyment to writing.
Which content is better, short or long?
A hotly debated question. We contend that short-form content takes its rightful place in social media channels where audiences fly fast and ingest oodles of media. Long-form content tends to perform better in search and gives your blog more substance to build your expertise. As an example, this online marketing FAQ is a long content with a lot of added value, on social media you should definitely not post such a long text.
How do I get people to read our content?
Great headlines are key to getting people to read, watch or listen to your content. However, over time, reputation becomes a factor too, so you need to build it and respect it. I like to say, "The goal of your content isn't to get people to visit your site, it's to get people to care." Storytelling can also be helpful -> Storytelling tips
What is SEO?
Search Engine Optimization (SEO) is the process of using onsite and offsite tactics to get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic.
Why is SEO important?
Most web traffic is generated by search and those that come through search have a higher degree of commercial intent than most other channels.
What is local SEO?
Local search engine optimization is the process of optimizing your online properties to generate traffic from location-based searches. It helps businesses promote products and services to local customers when they need them.
What are keywords?
Keywords are the words and phrases that "searchers" use - usually in search engines - to find relevant pages, images, videos, or any type of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.
What determines search engine rankings?
This question is the source of endless speculation and debate, because search engine companies like Google won't answer it. Experts generally agree that rankings are based on relevance and authority, but the factors that determine them are varied and inconsistent. The best way to achieve a high search engine ranking is to create one of the most thorough websites possible for a given keyword or topic. A blog also plays a big role here.
How do I get mentioned and linked on other websites?
You can follow a variety of strategies to get mentions and links. The three most productive are probably: (1) Secure opportunities to guest post on influential blogs (2) Create relationships with influencers in your industry and (3) Consistently create and promote content that is worth mentioning.
What is PPC?
PPC stands for pay-per-click. Essentially, it's a way to buy web traffic. Advertisers pay a fee when one of their ads is clicked. Search engine advertising is the most popular form of PPC, but numerous channels, including Facebook, now offer PPC advertising models.
What is native advertising?
Native advertising is a form of paid media where the ads match the form of the platform on which they are placed. While PPC and social media ads are technically considered native advertising, most native ads are articles published or promoted on editorial websites. Native advertising has grown steadily because (1) it is not ignored like display ads and (2) it is not filtered by ad blockers.
What is a Buyer Persona?
A buyer persona is a representation of your ideal customer based on market research and data. Personas generally include customer demographics, behavior patterns, motivations, and goals. They should provide insights into buyer decisions, including attitudes, concerns, and criteria that influence the purchase decision.
What is inbound marketing?
The answer to this question must be HubSpot the company responsible for inventing the term. "Inbound marketing focuses on engaging customers through relevant and helpful content and adding value at every stage of your customers' buying journey. Potential customers find you through channels like blogs, search engines and social media."
Unlike outbound marketing, inbound marketing doesn't have to fight for the attention of potential customers. By creating content that addresses the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
What is marketing automation?
Marketing Automation is software that manages marketing processes and campaigns across multiple channels. It streamlines lead generation, segmentation, lead nurturing, lead scoring, measurement processes and more in online marketing.
An effective marketing automation tool helps you identify your audience, create the right content, and automatically trigger actions based on customer behavior.
What is data-driven marketing?
Data-driven marketing refers to strategies and processes to leverage data and gain deeper insight into what customers want. When you understand who, what, where, when and why consumers are responding to your marketing efforts, you are empowered to make better decisions and further improve and personalize the customer experience.
What is performance marketing?
Performance marketing focuses on programs where you pay for performance, i.e. when specific actions such as clicks, leads or sales occur. The goal is to achieve measurable conversions. Performance marketing campaigns take place in digital environments, so it's important to have accurate tracking tools.
What is a marketing funnel?
A marketing funnel is a model that depicts the stages of a buyer's journey from initial interaction with your brand to purchase. The funnel metaphor is relevant because it narrows over time, meaning the likelihood of sales decreases at each stage of the funnel.
What is conversion rate optimization (CRO)?
Conversion Rate Optimization (CRO) is the process of increasing the percentage of conversions from your digital property, usually a website. CRO involves executing tactics to improve the elements on your website (or app) through testing. In terms of your marketing funnel, CRO focuses on moving potential customers to the next stage.
What is interactive content?
Interactive content requires action (interaction) from the potential customer beyond reading, listening or watching. In return, participants receive real-time, personalized results that matter to them. Activities such as answering questions lead prospects to tangible results that address their problems and challenges.
Why is social media important?
Chances are your audience is active on one or more of the major social networks where billions of people spend time every day. Brands that understand the power of social media marketing and dedicate resources to it can build awareness, drive traffic, interact with customers, increase sales, build loyalty and gain advocates.
Which social media channels should I use?
First, look at the main social channels in terms of active users: Facebook, Instagram, Twitter, LinkedIn, and Pinterest. Determine where your audience spends their time. Research user demographics and behavior patterns, and consider the type of content you'll be sharing.
How can I control my brand on social media?
Your brand is now in the hands of your audience. You can't "control" what's said about it. But you can be part of the conversation, show that you care about your customers and add value.
Should social media be managed solely by the marketing department?
No. You should consider expanding your team with an employee advocacy program designed to empower employees to contribute to marketing communications and amplify your brand's voice. Online marketing distributes responsibility to multiple people instead of the old model which was focused on one marketer.
What is personal branding?
Personal branding is the process of using online and offline tactics to market yourself individually as a professional. Digital media has helped bring focus to personal branding for all types of hiring and buying decisions.
What is a lead magnet?
A lead magnet is a free offer you make in exchange for an email address (and possibly other information). The purpose is to inspire prospects to join your email list by offering something of value. Examples include an eBook, guide, report, review, cheat sheet, tool, template, webinar, course, or coupon.
Is email marketing still effective?
Email is stronger than ever. It's more popular than any other social media. It's more private. More personal. More reliable. Most people rely on email and check their inbox multiple times a day. If you want to communicate directly with people who actually give you permission to market to them, email marketing is essential.
Should I buy an email list to get started?
Only if you want to waste your money and get into the SPAM business. Most email service providers will not allow you to use purchased lists. You need to grow your email organically (see the lead magnet question). A small list of genuine prospects has more value than a large list of strangers.
What is Lead Nurturing?
Lead Nurturing is marketing to potential customers - usually via email - to further "push them down the funnel" and keep them engaged and engaged with your brand. Consistent interaction at key points during the sales process will inevitably improve conversion rates and increase sales.
Do I need an email newsletter?
It is advisable to regularly inform your subscribers about new content, new products (or improvements), events, etc. It is not advisable to expect your email list to grow quickly by simply offering a newsletter.
Do we need a video?
The reason marketeers love video so much is that online consumers love it. More than a billion hours of video are watched on YouTube every day. Video is a flexible and engaging content format. Sharing on multiple platforms is easy. Smartphones and digital editing have made video creation much easier, so the potential for high ROI is great.
What is a Call to Action (CTA)?
A call-to-action (CTA) is a prompt that instructs the viewer to perform a specific action. A call to action is typically written as a command, e.g. "Buy now". In digital marketing, a CTA is usually presented as a button or link.
How do I differentiate my brand?
The simple answer to this complex question is to create value. You need to identify and communicate a promise to your customers that resonates on an emotional level. Start with this question: How can we improve the lives of those we serve? This is a big tenet of online marketing.
Do I need a professional copywriter?
If you want to do professional marketing, you need a professional copywriter. The role of a copywriter is more important than ever in the content-driven digital media world. Well-written copy builds brands, connects with readers and inspires action.
What do I get out of Google Analytics?
Google Analytics is a free website analytics platform that gives you insights into how users find and use your website. With Google Analytics, you can track ROI for your online marketing and review key metrics to make informed decisions. The bulk of Google Analytics breaks down data into capture, behavior, and conversion.
What do you want me to measure?
A practical approach to marketing metrics should include determining which key performance indicators (KPIs) are most important to growing your brand. As a starting point, consider metrics that reflect your progress in terms of traffic generation, conversion, and marketing costs, and create a dashboard to track them on a monthly basis.
How long does it take to get the results?
Paid digital marketing programs should produce immediate results. On the other hand, programs like content marketing, email list building and Search Engine Optimization Persistence and patience. You may see some results in a few months, but it will likely take six months to a year to reach some of your traffic and conversion goals. To achieve results with online marketing this may take months, but the results are guaranteed.