Digital marketing can be defined as exactly what it sounds like. Any type of marketing that is displayed across any sort of digital medium. The days of old where we used direct mail, and billboards is dead. If you are looking to pay for an overpriced form of adverting that is where you are going to want to put your money. It can be difficult to determine which form of digital that you are going to use to sell your product or services. Digital marketing is also an ever-changing category, staying up to date with all of the ways you can hit your target audience.
What type of digital marketing is important?
Enter your email here……..(please)
Much like the way of the billboard or direct mail, some forms of digital marketing are also dead in the water. I for one don’t pay any attention to a large portion of emails I receive. This is something that had a much larger degree of attention only a few years ago. We as marketers doing what it is that we do, decided to ruin email. Consumers used to get excited when hearing “you’ve got mail”. Until 8/10 ended up being offers for something that person really didn’t care about. While its still a good idea to have an email list. Your offers shouldn’t be in a way that seem like spam. They should contain content of value to whomever is on your list.
Do banner ads excite you?
If you said no, then you are just like everyone else. If you don’t know what a banner ad is it’s an ad placed on a web page usually in a place that no one really pays attention to. These ads are overpriced and have poor placement. When you are on a website, you are there for the content. Not to scan the bottom of the page to find out who may be sponsoring the page.
There is nothing more annoying that when you first enter a web page and get blasted with a pop up ad. By design they are meant to catch your attention. Although I cant imagine anyone that actually gets enjoyment out of having their intentions of visiting a site interrupted by a pop up ad. Not only does the ad anger the user, but then we become upset that the close button is so small that we accidentally clink into the ad itself. This is done intentionally, to do exactly that. I would argue that this in fact is going to give the user a negative experience with the company who placed the ad. In reality it is done because then it counts as a click and the marketers for the company can have data saying that their ad generated 25 thousand clicks. This applies even when the actual amount of intentional clicks might be somewhere in the 5 thousand range.
So where to do you invest your money?
The funny thing about marketing is that effective marketing is always changing. Where to place your money is going to be based on where do you get the most value or, where is the greatest ROI. Just like the billboard and the classified ads, those previous forms of digital marketing are going to be a bad investment. The attention in those areas isn’t there anymore. So as marketers we need to evolve and change. The number one job of a marketer is finding where the attention of consumers is and using that to sell a product.
Google AdWords does work
So, Google AdWords is a very good way to have your product easily visible to consumers. Depending on what it is you are selling it might not be overly expensive either. Depending on what you are selling you can get a low CPC on a descriptive word for your product. For example, if you sell shoes and want to use Google AdWords the word shoes is going to cost you around $10 per click. If you sell shoes and have a large quantity of say black stilettos. This word only has a CPC of around $.50.
Facebook ads works better
The reason Facebook ads works so well is because of the amount of data that Facebook gives you when you place an ad. You have the ability to target a specific demographic that you want to sell to. The best part about this is that at relatively low cost you are able to get direct to the consumer a message that is tailored for them. Or you can change the way a product is advertised based on who you want to sell it too. For example, if you own a gym and want to get more members. You can place an ad where it’s a Facebook video. Having a female member on a treadmill, utilizing machine weights, and partaking in yoga classes. You then Target that video to all females within a 15 mile radius, ages 18-45 that also have an interest or likes within Facebook that revolve around fitness. Then taking the same gym, creating another video ad. This time with a well-built male, utilizing more free-weights, bench press, and squat rack. Make it an intense video with music that motivates. Change the way you target and push that as well. You can have both ads running simultaneously and have a great return for the time and money you put into those ads.
Influencers, the up and coming stars.
Social media influencers are going to be the biggest way we advertise in 2017 and beyond. There are so many people on Instagram and Facebook that have huge followings. These people have a reach and genuine trust from their fans. They are the new celebrity, and they are much cheaper. Most of them have no clue how much they are actually worth. Some think they are worth $20,000 a push and some wont expect any money at all. The best thing you can do is to find influencers that are local if you are a small business. You are going to be able to get one of the Kardashians to promote your product unless you are handing over some real cash. If for example you are selling handmade jewelry. Something worth your time would be to find a local person who has a following of a few thousand people. Check on their engagement with the followers. Their engagement is going to be something that should be very important to you. The more engaged they are with their followers, the more inclined they will be to have genuine conversations with their followers about your product. Send them a DM simply telling them you would like to offer them some free products in return for them pushing your products to their followers. If you ask 50 people you might only get a few to say yes. Some might want some extra compensation for their efforts and you are going to have to judge the worth of that. Point being if you get 5 influencers to say yes, that could be a huge impact on your business. Word of mouth has been the best way to advertise over the years because we value the opinions of those people. Otherwise we wouldn’t pay attention to them.
What does it all mean?
There are many ways to sell your product or services. A lot of it is going to be trial and error. One thing is for sure is that digital marketing is changing. Every day we are seeing something new and exciting. You must stay in the loop with where people have their attention. If you want to sell your product, you should be where the people are. It sounds easy but there are plenty of you who are still making the mistake of placing bad investments in your advertising efforts. This is something you can do with practice. As a business owner, you might not have time to worry about good marketing. So, you just do what you see other people doing. Billboards, email, and the yellow pages. I honestly can’t imagine anyone actually still uses the yellow pages. So please, if you use the yellow pages call them now and cancel. At Snotra, this is something we are very passionate about. We care about having our clients succeed. Understanding the market and where people’s attention is. There is a lot to do when you have your own business. So let us remove the stress of marketing for you.