Planning on investing some time and money in digital marketing but have no idea where to start? No problem! We are here to help!
But, before we start, what IS digital marketing? There are so many fancy words that come up: Search Engine Optimization, Social Media Management, Search Engine Marketing etc etc. Where does one start? What are the basics?
Kind of overwhelming isn’t it? Don’t worry! We are here to help!
Here are 3 basics to help you start marketing online:
Step 1: What do you want to do?
You would be surprised on how many people build their marketing strategy without answering this question. Every medium (online or offline) serves a primary and a secondary purpose. The primary purpose, of course, is to make sales! However, what is the secondary purpose? What do we want to gain from this platform?
It is a good idea to sit down and define your goals. Do you want to market online...
To find a new target market?
To engage your current followers?
To improve brand reputation?
These are some of the goals that you could start with. There are plenty others! Write down your overarching goal for digital marketing first!
Step 2: Who is your target market?
All social platforms are free. It is really easy to go and open a Facebook, Instagram, Twitter, Snapchat and Pinterest account. However, do you really need to be present on all of these?
This is where your target market comes in! Who buys from you? Where do they live online? What are they interested in? This is how you narrow down on the platforms you want to reside on.
A smart trick that us digital marketers do is to define a target persona. Now, given this takes some research and effort, it is completely worth it!
This is how you define a target persona. Dive into your customers and find trends, patterns and common traits that are present. Ideally, define an age range, a gender, a geographical area, their interests and their biggest challenge. Once you have this information, you would have a better idea of what platforms you would want to exist on. Here is an example of a target persona profile:
Step 3: Content!
Now that you have your intent, your target market and the platforms you are going to focus on, it is time to think about the meat of digital strategy: content!
It is important to build a content strategy based on your customer. When thinking about the kind of content you would like to publish, remember to keep your customer in mind. In our target persona profile, we identified our target market’s common frustrations and goals. These will now form the skeleton of your content strategy. Writing blog posts, sharing articles and conversing about your target market’s goals and frustrations, encourages them to not only follow you, but retain themselves as your followers. The more valuable the content, the more long term followers you will attract.
One step that can help attract more people and get them into the awareness stage of your funnel, is doing some primary keyword research! It is great to have awesome, valuable content. However, if people cannot find your content online, then the content will not benefit your business! Finding out what keywords your target market is using is a great way to optimize your content. There are some valuable resources such as the Google Keyword Planner, kwfinder.com and SEMrush.com that can help give you some interesting insights on what your target market is looking for.
Those are the 3 basic steps to build a strong, long-term digital strategy that helps you reap benefits. Once you have established your purpose, defined your target market and have a solid content strategy - you are on your way to begin marketing online!
Written By: Supriya Gupta
Digital Marketing Specialist, North Digital