Consumers rely heavily on online marketing channels to research products. According to Think With Google, 53% of users said that they do online research before shopping online to make sure they are making the best possible choice.
This means your products should stand out from the competition and be discoverable online so prospects that customers can find you quickly and easily. The only way to achieve this is to create a digital marketing strategy that helps you build a brand online and scale your business.
But what is digital marketing? We’ve answered this question and put together everything you need to know on how to create a digital marketing strategy in this blog. And note that most digital marketing strategies champion videos because they give a higher ROI as compared to any other medium. But don’t worry if you’ve never edited a video before because you can do that quickly and easily using InVideo’s online editor.
Here’s what we cover in the article:
- What is digital marketing?
- Why is digital marketing important?
- Does digital marketing work for all businesses?
- Types of digital marketing
- How to do digital marketing?
Let’s get started.
What is digital marketing?
The question “what is digital marketing” has over 9,000 searches on google per month and this is despite the fact that online marketing is one of the most popular ways used by brands to market themselves today.
To simplify the term for you, digital marketing refers to any marketing activities that (usually) businesses do on the internet through channels like search, social media, emails, among others, to connect with prospective customers. This can include communication through text, audio, video or any other form of multimedia.
All these digital marketing activities have a digital marketing funnel that represents the buying journey of the customer. Funnels are a strategy used by digital marketers to convert strangers into paying customers. This is usually done in a series of steps given in the funnel which include, discovery, consideration, evaluation and purchase. You can get a more in-depth understanding of funnels with this video:
But none of this tells us why a brand should choose digital marketing methods over offline or traditional marketing methods? Let’s delve deeper into this in the next section.
Why is digital marketing important?
The importance of digital marketing has grown because the consumers that brands want to target now spend most of their time online. This means to reach them, brands also have to show up on channels where they are spending most of their time.
Let’s take a look at a few key areas where digital marketing makes a massive impact on a brand’s lead and sales generation:
1. Easier customer acquisition
Digital marketing helps your business and brand reach a larger audience in a faster and cheaper way than any traditional method. Plus, because digital marketing activities such as an organically ranking blog can be much more targeted than a newspaper ad that’s for everyday reading it, it’s easier to reach your target audience.
Not only that, digital marketing activities also allow you to do the research needed to reach your target audience and even show them content that’s specific to their desires and needs. Plus, by tracking the performance of these campaigns, businesses can gather qualitative and quantitative insights to understand the target audience better and market accordingly. This creates a healthy loop of research, learning, and feedback that makes it easy for brands to reach and acquire customers for their businesses.
2. More flexibility than traditional advertising
Your digital marketing campaigns can be scaled up or down depending on whether it’s working for you or not. The same cannot be said for traditional marketing activities like putting up a billboard or using print advertising. And because you spend a hefty amount of money for each campaign there’s less scope for you to repeat the campaigns if the earlier one didn’t work out.
Plus, digital campaigns give you complete control over where you choose to spend that money and have a lot more options than traditional advertising. You can try out different mediums like email marketing, social media campaigns, video content marketing, etc. and see what works for your brand.
3. More scalable than outbound prospecting
Digital marketing activities allow you and your business to have an impact on the people you want to serve- at scale. Since you can define the persona that you want to reach and market your campaigns specifically to them, you can reach out to a large audience at once.
This isn’t possible with outbound prospecting like cold calls or door-to-door selling, because you’re limited by time and resources like sales reps. With digital marketing, companies can set up their sales funnel and automate the process of running ads or creating content, nurturing customers with emails, and subsequently making the sale.
4. Digital Marketing Is Measurable
With digital marketing, you can trace all of your campaigns and strategies through a series of metrics. This means that you can figure out what works best for your company and build on that in real-time. Some tangible outcomes you can measure from your campaigns include:
- Consumer behavior: You learn about the online behavior of your potential customers and understand how they respond to each aspect of your campaign.
- ROI: You'll know exactly how much money you're getting back from every dollar spent on marketing. Measurement also helps you understand which tactics are working well so you can avoid wasting time or resources on ineffective channels or poor content choices.
- Traffic: You'll see where the most meaningful traffic is coming from, whether it's organic, direct, referral, or paid traffic through search ads or social media campaigns.
5. It’s Cost-Effective
Digital marketing lets you target your audience based on specific demographics, which means you don’t waste money trying to advertise to people who aren’t interested in your products or services. Once set up, digital marketing campaigns can be automated so that you don’t need to promote content across different platforms every day manually.
By using targeted landing pages, high-quality content assets, remarketing tactics, and email nurturing campaigns, your business will see increased conversion rates as well as improved customer loyalty.
Does digital marketing work for all businesses?
The short answer is yes. Digital marketing can work for all types of businesses in all types of industries. However, not all types of companies can implement digital marketing in the same way. This is because buying journeys of customers for different companies are not the same.
Typically businesses selling to other businesses will have a different implementation strategy as compared to businesses that sell directly to consumers. Let’s understand how:
B2B Digital Marketing
If your company sells to other businesses, then your digital marketing activities are mostly centered around lead generation with the end goal being connecting the customer to a sales person. Buying cycles in B2B are usually longer because of the higher price point of such products- customers have to be educated more before they can buy from your company.
When you’re planning digital marketing campaigns for a B2B company, then your campaigns would revolve around business-focused channels like LinkedIn. Plus, you’ve to establish your presence on review sites like G2 and Capterra, and focus on referral incentives and strategies.
That’s because most businesses buy from peer recommendations and dark social channels (that is those that cannot be tracked with any attribution software) in 2024. So, educating prospects about your products, especially with newer mediums like video marketing will form the core of your digital marketing strategy.
Here’s an in-depth video on B2B marketing principles from LinkedIn that can help you understand this better:
B2C Digital Marketing
If your company sells directly to consumers, then depending on the price point of your product, your digital marketing activities will be centered around attracting people to your website and getting them to buy products in a self-serve model. Your sales cycle is likely going to be shorter than that of B2B businesses and your primary concern is going to be about getting people to purchase when they are on your website.
When you’re planning digital marketing campaigns for a B2C company, then you can leverage channels like TikTok, Instagram, or any other channel where your target audience hangs out, and get a lot more creative with your campaigns. An important part is highlighting your product features and creating a strong CTA in all your marketing campaigns as customers go through that accelerated B2C buying journey.
Types of digital marketing
We’ve answered what is digital marketing and looked at how it will benefit your business. Now, here’s a quick rundown of the different digital marketing avenues you can use to get leads for your businesses:
1. Social media marketing
Social media marketing is all about promoting your brand on social media channels like Instagram, Facebook, and Tiktok to increase awareness and get leads for your business. It involves publishing content for your target audience, running ads on the platform, engaging with your audience, and analyzing your results.
Marketing on social media platforms started with businesses only publishing content to generate traffic to their websites and hopefully sales. However, social media marketing has now matured far beyond just publishing content. For instance, getting brand mentions on social media is a sign of the brand equity the company has built online and brands are expected to engage with them on these platforms, respond to any queries or complaints, and also speak up about the values they stand by.
Take a look at Spotify’s Instagram page. The brand posts engaging listicles and collaborates with artists regularly to create a stream of engaging content that keeps their audience excited and engaged.
Apart from Instagram, Spotify also creates content on Twitter and YouTube to stay relevant and engage with their audience.
Like Spotify’s example shows, marketing on social media isn’t limited to a single platform. It is often a multi-faceted approach where as a brand you have to target multiple platforms at once. This doesn’t mean that you should stretch yourself thin. A good way to approach this is to build a sizable audience on one social media platform and once you have a strong foothold there, spread to other platforms. This way you continue to re-invent while simultaneously building an audience.
One factor that is imperative to social media marketing though is the use of videos. No matter which social media platform you’re building on first, you do need to create video content. Videos are twice as engaging as image-based posts given that they are more interactive. Don’t worry if you’ve never created videos before because InVideo’s social media video maker lets you do that in minutes using ready-to-use templates and millions of stock assets.
It is important to remember that social media marketing isn’t just about creating organic content. It also involves running paid ads on social media to increase your brand’s reach and drive more conversions. You can run ads on almost every social media platform. Check out our guides for running ads on Facebook, Instagram, YouTube, Twitter, and Tiktok for more information. And here’s a detailed video on Instagram ads that you can learn from and start implementing right away:
2. Search Engine Optimization (SEO)
SEO is the process of optimizing your content in a way to make it rank higher on search engines like Google or Youtube. This is done to increase the number of people who can organically find your brand online, thus getting your company more eyeballs and prospective customers.
There are two major types of SEOs- one is content SEO and one is video SEO.
A. Content SEO
Content SEO is when you want to rank your website in search engine result pages (SERP) with blogs and infographics. There are a number of ways that generate qualified traffic to your website which include:
- On-page SEO: this is about the content that exists “on the page” of your website and you can optimize for this by researching the content you should be putting up on your website. Tools like Ahrefs allow you to do this by looking into factors like search volume, buyer intent, competition of the keywords you’re targeting, etc.
- Off-page SEO: This type of SEO takes into account the activities that you should be doing outside of the page to optimize your website. These include backlinks from other websites on the internet that link to your website content. The publisher website doing that passes the authority of their page (known as ‘link juice’) onto your website that helps you rank better on search engines.
- Technical SEO: This type of SEO focuses on the backend of the website and the coding of the website that’s done. It includes your images, structuring of the code, and other graphical elements that are optimized to improve the loading time of your website. This is favored by search engines and also improves the experience for the user who consumes your website content.
For example, take a look at Woot’s SEO data from Ubersuggest. They’ve used plenty of organic keywords and backlinks to get more than 100,000 visitors each month.
Their website also uses structured data and has a clean site architecture which helps it rank easily on Google. Here’s an in-depth video from Ahrefs that you can check out to learn more about SEO:
B. Video SEO
Video SEO is optimizing traffic for your video content from search engines like Google and Bing. Video as a form of content has been getting a lot of attention in 2024 and that’s because the advanced digital marketing tactics that we use today cannot replace human conversations. And while we’re yet to find a replacement to human touch, video comes close.
By integrating keywords into your video titles, descriptions, and tags, you can improve your video's ranking for relevant searches. This helps you reach more users faster.
You can also add captions to the audio content or provide transcripts along with the videos. It means ensuring closed captions are available for those with limited hearing capabilities.
Well-captioned videos are beneficial for several reasons:
- They make the content accessible to all users
- They improve searchability on YouTube
- They boost keyword relevancy for Google Search
For example, take a look at HubSpot’s YouTube channel. All their videos are optimized with title tags, descriptions, and keywords. They’ve also split their videos into chapters so viewers can easily skip to a specific part.
Here’s a detailed video on video SEO that you can watch to learn more about ranking your videos on Google.
3. Email Marketing
Email marketing is a form of direct marketing where you send mass emails to people to educate, and convince them to purchase from your brand. It’s a highly effective digital marketing strategy because it only targets people who have opted to receive information from your brand.
Most brands drive traffic from their social media channels and website to signing up for their email list and then interact with them via newsletters, update emails and more. If you plan on getting started with email marketing, you will have to sign up with an email marketing tool such as Mailchimp or Convertkit — these are platforms that let you build your lists and communicate with them. Most of them come with a monthly subscription fee for a set number of emails that you can send.
After you sign up for an email marketing tool, you need to create a landing page – this is the place where people come in and give their email address to receive emails from you. Once this is done, you need to drive traffic to the landing page to get signups and start building your list.
You can watch this video to learn more about email marketing.
If you want to take the personalization and connection to the next level, add videos in your emails. It helps boost customer engagement and increases your open and click-through rates. And to create personalized videos, all you’ve got to do is use the InVideo editor and choose from thousands of templates to create videos that improve the effectiveness of your email communications.
4. Affiliate marketing
Affiliate marketing is a type of digital marketing strategy that involves referring your product or service by an ‘affiliate’ who sells your product for you and in turn takes a commission of the sale. The beauty of affiliate marketing is that it can help you reach a wider audience without physically having to promote your product.
Nowadays, most affiliate marketing happens online. You simply need to come up with a commission percentage that you’re willing to pay to the affiliate and then either sign up with affiliate services or simply promote your program through your own social media handles. You can also tie up with influencers to push the affiliate program. The best part is that you only pay the other person when you make a sale, i.e, the affiliates take the responsibility of marketing your product- creating the awareness and convincing prospects of your solution.
For the affiliate, it means that they don’t have to be concerned about building the product, packaging, labeling, or even shipping it to the customer- they can only focus on the sale and get commissions for that. So, it’s a win-win for both parties.
If you want to learn in depth about affiliate marketing, here’s a video that might be helpful.
To make it easier for your affiliate to market your products, you should consider creating promo videos to promote the offer. You can do this quickly and easily using InVideo’s promo video maker.
5. Online PR
Online PR, also known as digital PR, is an off-page link building digital marketing strategy that involves creating a piece of content, and distributing it on high authority sites to get authority (via ‘backlinks’) to your own website. It’s done to improve site reputation, create more brand awareness, and increase rankings on search engines like Google.
Digital PR is different from the earlier ways of PR as it's trying to come up with interesting storytelling techniques to get their brand more traction and eyeballs. A good example of this is this Dollar Shave Club video ad. The ad immediately went viral and was picked up by all major news outlets that linked back to the site, giving them a lot of backlinks and traffic.
While this was organic PR, you can also tie up with public relations agencies to orchestrate such a campaign to boost your brand’s reach. While traditionally, most brands get articles written, investing in videos like Dollar Shave Club did can prove to be worthwhile. To ensure your video is a success, however, you need to come up with a solid concept, create an engaging script that showcases how you solve a problem in a creative way, and then film and edit it. For bringing the entire video to life after you’ve shot it, you can use InVideo’s online editor to do so.
6. Native Advertising
Native advertising is a form of online advertising that matches the structure and function of the editorial platform on which it appears. If you’ve seen website articles on Forbes that turn out to be ads, you’ve been exposed to native advertising.
They blend in with non-paid content and are often found "native" to the website or app's design. Here’s an example of a Forbes article on challenges of remote working. The article subtly includes a plug of topics trending around that topic that users can have a look at. So, viewers reading the article can stay on the website longer and find more relevant content on the platform.
Native advertising allows you to reach people who aren't actively looking for your solution but may be interested once they see the ad because it matches their interests and context. Because native ads blend with other content, they perform better than banner ads and other interruptive forms of online marketing.
To create native ads for your brand, you need to figure out which are the publications and platforms within your niche where your product would be the ideal fit. Once you’ve identified that you need to approach the publication to create content as per their format but with your brand plugin. You can either do this through articles or even through videos. Sponsored videos that seamlessly integrate a brand plug or have a concept centered around a brand are examples of this. And you can easily use InVideo’s online editor to create these videos quickly and easily.
7. Influencer Marketing
Influencer marketing is a form of paid promotion, but it’s a little more subtle than standard paid advertising. It can come in many forms, including blog posts, videos, and even social media posts and involves a brand paying an influencer to talk about their product to their respective audience.
The mentions by influencers can be in the form of reviews, photographs, videos, and outright talking about the product or service. Typically brands will collaborate with the influencer, giving him or her the product or service to try and then paying them to talk about it in their native content. Influencer marketing also works on barter systems where a brand just gives away a product in exchange for a shoutout.
Here’s an example of sponsored content from Selena Gomez. In this post, she’s sporting a Coach jacket and a handbag and although there’s no direct sale, the women’s outerwear manufacturer will get a lot of traffic to their website because it’s endorsed by a celebrity.
To capitalize on influencer marketing, you first need to find and create a list of influencers and celebrities who will be the most suited for your product or service. For instance, a fashion blogger promoting a crypto wallet will not make the most sense. Once you have your list, you want to start a cold-outreach campaign where you reach out to the influencers to gauge their interest in working with your brand as well as their charges.
Typically by the end of the exercise, you can have a list of influencers who want to work with you. You then start the process of onboarding them, sending them the products, and then asking for deliverables which can include photos, videos, and blog posts. You can also repost content created by influencers on your own social media handles.
Here’s a video to help you understand influencer marketing better:
8. Search Engine Marketing (SEM)
Search engine marketing (SEM), also known as pay-per-click advertising, is an online strategy that calls for companies to purchase advertisements on search engines. SEM works by bidding on keywords customers type into search engines like Google and Bing. Your ads will show when people search for your products and services if you bid on the right keywords.
When using SEM, you can measure results by tracking clicks to your website or analyzing customers' purchasing behavior who click through on your ad. You get to see how many people clicked the ad and whether they purchased something from your website. With this data, you can improve your campaigns over time to be more relevant to users' searches. In turn, you'll increase conversions—meaning more sales or signups—which is the ultimate goal of any digital marketing campaign.
SEM or PPC is a way of driving traffic to your website by paying a publisher everytime someone clicks on your ad. It’s a way of driving leads to your website by paying platforms like Google or Facebook instead of earning those visits organically.
Everytime someone clicks your ad, you’ve to pay the search engine a small fee. When you’ve set up your PPC correctly, you can have a huge return on investment. For instance, an eCommerce company can make a 300$ sale for just $5 for a click. That’s a big return on investment for any campaign.
For example, take a look at this compact ad from Just Herbs. It describes the product, and includes an offer extension and reviews so people are compelled to click on it.
To create a campaign like Just Herbs, you’ve to search for the right keywords, create compelling copy that highlights the benefits and use site extensions so people are encouraged to click on your ad and take action. However, your PPC ads don't just have to be images, you can also make videos, like this one from Slack.
You can also create similar animated ads to explain the product or simply highlight how using your product helps add value to your users’ lives using InVideo’s animated video templates.
To learn more about how PPC works and how you can get started, you can watch this video here.
9. Instant Messaging Marketing
Instant messaging (IM) marketing, a one-to-one form of digital marketing, is used to engage directly with customers and prospective clients. IM allows for two parties to engage in real-time conversation online, and it’s a way for companies to build relationships with their prospects and clients.
With IM, you can also send notifications and content—it's not just a one-way communication method. You can ask your customers or clients questions about their preferences, needs, or experiences with your product or service; you can also give them recommendations on how they might make the most out of what you're offering.
Here’s an example of Instant Messaging Marketing used by Absolut Cocktails. Customers first chose a cocktail to get a promo code that they could use at their local bar. Once they’ve enjoyed free drinks there, they get a Lyft notification offering them a free ride home. The campaign incentivizes the user to try the free drinks at the bar through a simple message.
A lot of platforms including Facebook Messenger and Whatsapp offer IM options for businesses. Here’s a detailed guide you can check out to learn how to set it up for your Facebook Page:
How to do digital marketing?
Now that you understand different types of digital marketing, let’s learn how you can go about creating your own digital marketing strategy.
1. Define your goals
Step one of any marketing strategy, including digital, is outlining your goals. What do you want to achieve through your digital marketing efforts? While the overarching goal for any business is to make more sales, there are often quite a few steps that are involved in getting a customer there. From making a customer aware of your product to finally incentivizing him or her to make the purchase, your customer goes through a process referred to as the sales funnel. You typically want to create digital marketing goals for each stage of the funnel — making the customer aware, helping him interact with your brand, and finally pushing him to make the purchase.
For each step of the funnel, you will have a very specific goal. For instance, if you want more people to know about your brand, you will want to focus on running brand awareness campaigns on social media. If you want to have more people interacting with your products, you will want to increase website traffic.
But how do you define marketing goals?
One of the most popular frameworks for defining goals for marketing is SMART goals. According to the framework, your marketing goals must be specific, measurable, attainable, realistic, and time-bound. Here’s how:
- S- Specific: Clearly define the metric for the goal with specific details.
- M- Measurable: Have a system to track progress with key performance indicators or KPIs.
- A- Attainable: Consider the boundaries of what can be achieved, and set goals practically.
- R- Relevant: Align the goals with the overall objective and vision of the company.
- T- Time-bound: Set a time frame for achieving the objective with the marketing strategy.
For example, getting more leads for a business is a vague goal. But getting 10% more leads within this quarter so it directly leads to an increase in revenue is a SMART goal and gives your employees a direction.
2. Identify your target audience
Step 2 is identifying who you want to target with your digital marketing efforts. Reaching the right people is key to any business’s growth and for that you need to have a target audience.
Your target audience is the set of people who are most likely to engage with your brand and purchase your product. This means that these are the people who are facing the very problem you’re trying to solve with your product or service.
To identify your target audience, start working backward by first identifying what problem your business solves. Then look at the market, at your competitors, and take the help of digital tools to identify who are the people who will benefit from your product or service.
Besides determining the age, gender, location, and demographic of your target audience, you also want to focus on identifying their:
- Interest: Target audiences can be segregated based on shared interests and hobbies. They can relate to the product because of its connection with its value.
- Intention: This group of your target audience is already looking for a product with an intention to buy. Since they have already made a decision, they just need to be introduced to the right offer.
- Subculture: Another segment of your target audience can share similar experiences, like an entertainment show or music genre, and define themselves by subculture. They can relate to products associated with their subculture.
But how do you identify the target audience? Here’s an in-depth video that talks about the various parameters you need to use while identifying your target audience:
Once you’ve identified your overall target audience, you can go micro and do the same for each digital channel you have. Oftentimes different digital channels attract different types of people and it is important to have this understanding to ensure your marketing efforts are not wasted.
3. Establish a budget for each digital channel
The budget for digital marketing mostly depends on the elements being used in each of the channels. For example, using SEO and social media might not cost much but purchasing email lists or advertising online can be significantly higher. Note that video creation for marketing is often considered a very cost-intensive activity but it doesn’t have to be. You can easily reduce video creation costs by investing in a tool like InVideo that lets you edit and create stunning videos even on its free plan.
To decide how much and where your expenses will be, you need to lay down a step-by-step process for budget allocation. Here’s one way to divide your budget for various steps of digital marketing. Start by listing your goals and dividing them into smaller sub-goals. This will help you get clarity on the priorities of the digital marketing objectives. Quantify your sub-goals by looking at the options you have for achieving them, and select the channels you want to use for marketing.
Invest in the channels that are more likely to show promising results by analyzing which of them your audience is spending the most on. Analysis of the target audience will already give you a fair idea about where they give more time and what they engage with.
Next, apply the 70-20-10 rule to allocate funds.
- Assign 70% of the budget to the strategies that you are sure would work well.
- Invest another 20% on the newer strategies that’ll help grow your business.
- Allocate the remaining 10% funds to upcoming technologies and testing new ideas.
While 70-20-10 is a very effective way of distributing funds, you can adjust the percentages by keeping in mind your priorities and planning. At last, measure your performance to readjust the allocation of funds based on the returns given by each digital marketing strategy. It is important to track your performance on a monthly or quarterly basis.
4. Strike a good balance between paid and free digital strategies
Reaching a large audience organically is impossible nowadays because most platforms incentivize running ads as it is also a major source of revenue for them. But this doesn’t mean organic content is dead.
Ideally, you want to strike a balance between your paid and organic digital marketing strategies. Audiences built via organic channels typically place more trust in your brand and are bound to stick around for longer whereas you can target a much broader section of people with paid ads. A good practice, therefore, is to run paid ads to reach more people but to create engaging organic content to retain them for longer.
Here’s how you can create a good balance:
- Boost your top content: Boost your high-performing content by converting them into paid ads for better reach.
- Use A/B testing: Test out versions of an ad on different demographics to see what works the best.
- Target a similar audience: Study your organic audience and target a group that has similar interests and preferences.
- Connect with retargeting: Interact with your existing customers with retargeting to make them feel connected to the brand.
- Measure results: Use analytics tools to measure the performance of the ads as well as the organic content.
Here’s an example of how a post was converted to an ad by FunkAway on Facebook. The post addresses the common odor problem in shoes during the rainy season and presents their spray as the solution. The direct messaging makes the ad more impactful and compels the audience to take action right away.
5. Create engaging content
You need engaging content to stand out from the crowd and get people to interact with your brand because it represents your brand and can make or break an online sale.
Creating engaging content doesn’t include just posting regularly on recent topics. It has much more to it. It involves understanding what attracts your audience the most and convinces them to make a purchase and then creating content that continues to do both these things. One key feature that all great content has is good storytelling. Even a simple image can tell a story and evoke emotion and that is what you want to strive to do for each piece of organic content you create.
One thing to keep in mind is that video content is often more engaging than static images or written content because it is more interactive. You can create engaging videos using InVideo but keep in mind that shorter videos (under a minute) tend to perform a lot better online as compared to lengthier videos, especially on social media. But if you are covering a topic that has a lot of information, consider having a catchy title, starting with an interesting hook, and maintaining the pace of the video so that the viewer’s attention doesn’t drop off.
6. Optimize for mobile
According to statista, 60% of organic search happens on mobile in the US. Therefore, it’s important to keep your digital assets functional and optimized for use on various devices. This is the process of mobile optimization and usually involves the following:
- Mobile-optimized website: this means that the website can reformat itself based on the device it’s viewed on, leading to better web performance on different mobile devices.
- Mobile-friendly website design: this means that the site is optimized for user experience, i.e., all text and visual elements can be clearly identified, and users can easily navigate the site and understand the next steps they’ve to take.
- Responsive web design: this means that no matter what device you view the website on, it can automatically adjust to the specific screen of the device, so that the site owner does not have to give instructions about how the site should look on different devices.
Here’s an example of a mobile-friendly website:
7. Do your keyword research
Keywords in digital marketing refer to phrases or words your target audience types into Google to find more information. With keywords, you can narrow the focus of your content to meet what the searcher is looking for.
Keyword research tells you what terms people are typing into search engines like YouTube and Google, so that you can use it to guide your content strategy, rank for those search terms, and get organic traffic to your website.
The most important elements when doing keyword research are search volume and keyword difficulty. Search volume refers to the number of people looking for that keyword in a month and keyword difficulty refers to how difficult it would be to rank for that search term.
Both the factors are relative and depend on the industry and type of content you want to create. For instance, a keyword like digital marketing is a lot more competitive than ‘cloud data management.’ Therefore, what is a good search volume and keyword difficulty will also vary for the two terms.
8. Create a feedback loop
Feedback loops in digital marketing entail taking the results of your digital marketing activities and using them to feed future campaigns that you create. They can significantly improve your outcomes and help you optimize your marketing.
Once you’re clear about the audience you’re targeting and the campaigns you’ve to create for them, you’ve to look at your short-term and long-term goals. Because when you’re just starting out you don’t have enough data to analyze things from a long-term perspective, so, you’ve to look at qualitative insights to measure results. These are the comments that you get on your social media posts, the shares your blog post gets, or the retention your website can give.
The other way to collect this feedback is with quantitative feedback. This is usually collected with hard measurable data using attribution and analytics software like Google Analytics, Adjust, etc. They tell you about your most popular traffic sources, what type of content is viewed most, the trends in traffic, etc.
You can use both these- qualitative and quantitative insights to inform your future campaigns and do more of what works so that you can have clarity on what digital marketing activities are working for your brand and scale from there.
Become a pro digital marketer in 2024
Whether you’re just starting out or you’re an expert at digital marketing, you can make 2024 the year to learn and polish your skills. Some of the things we’ve discussed will be easier for you to implement while others might take time. But all of them are guaranteed to help your brand get more followers, convert them into customers, and convert those customers into raving fans.
If you’d like to learn more about creating such digital marketing strategies and tactics, check out this detailed blog here. And if you want to build a marketing model for your business, you can learn how to do that here.
You can also learn via videos on our YouTube channel, where we share daily video creation tips and tricks, and the latest video trends and ideas to help you make more money as a video creator.
And if you're looking to create gold-standard videos for your brand in minutes, sign up for InVideo today!
This post was written by Mrignayni and edited by Adete from Team InVideo
