Digital marketing jobs are the most sought after
among fresh graduates. These graduates get trained before they could
effectively contribute to a company’s success. You may be a job seeker or a
person who wants to switch career. Having a digital marketing background will
be a boon, not only to get selected in interviews but to cope in your ongoing
career.
This article will list out how companies use
digital marketing for their success. Furthermore, you will also know the
different digital marketing skills you should learn to get a
job and perform outstandingly in your career.
What will we deal with in this article? We will
know the answers for five questions found below,
- How
Does Digital Marketing Work for Businesses?
- What
are the Main Ways in which Digital Marketing Helps a Company?
- How
Do Businesses Engage in Digital Marketing?
- What
Aspects of Digital Marketing is Important for a Business?
- How
can Digital Marketing Skills be Used in Business?
How Does Digital Marketing Work for Businesses?
Digital Marketing can work for any type of business
in all industries. Be it whatever products or services your company sells,
digital marketing can be still used to build buyer personas in order to
identify your audience needs. Moreover, you can also create valuable online
content.
B2B Digital Marketing
If your company is business-to-business type then
your digital marketing strategy will be to attract and convert the highest
quality leads for your salespeople. You will do this through the website and
other supporting digital channels.
B2C Digital Marketing
On the other hand, if your company is
business-to-consumer, depending on the price point of your products, the goal
of your digital marketing efforts will be to attract people to your website.
And also to make them become your customers without the need of speaking to a
salesperson.
What are the Main Ways in which Digital Marketing
Helps a Company?
Contrary to offline marketing efforts, digital
marketing allows you to see accurate results in real time.
Likewise, with digital marketing, you can measure
the ROI of any aspect of your marketing efforts. Let me give you some examples,
Website Traffic
With digital marketing, you can find out the exact
number of people who have viewed your website’s homepage by using several
digital analytics software.
Importantly, you can see how many pages have been
visited, what device people use, and where they come from.
Content Performance and Lead Generation
Imagine you posted a brochure in a mailbox
(offline). You would really not know how many people opened the brochure and
even more how many read it sincerely.
But if you post the same brochure online, you can
measure exactly how many people viewed the page where it’s hosted. Moreover,
you can also collect the contact details of those who downloaded it by using
forms.
Equally important, you can, not only measure how
many people are engaging with your content, but you’re also generating
qualified leads when people download it.
Attribution Modeling
An effective digital marketing strategy allows you
to trace all of your sales back to a customer’s digital touchpoint with your
business. This is called Attribution Modeling.
Here, you will identify trends in the way people
research and buy your product. This will eventually help you to make more
informed decisions.
How Do Businesses Engage in Digital Marketing?
Businesses generally use digital marketing to drive
sales and revenue.
The top three digital marketing channels used by
businesses are social media channels/marketing, a website, and email marketing.
Other digital marketing channels used by businesses
are display/banner ads, mobile app, and content marketing.
Top digital marketing goals that companies try to
achieve apart from increasing sales and revenue are, to increase brand
awareness, converting leads, stand out from competitors and increase website
traffic.
On the other hand, businesses have different
digital marketing goals based on their size. Large businesses use digital
marketing to stand out from the competition whereas small businesses use
digital marketing to increase brand awareness.
Importantly, a survey by Clutch
reveals that 83% of businesses in the US were able to achieve their digital
marketing goals.
What Aspects of Digital Marketing Is Important for
a Business?
There are different types of digital marketing that
are important for your business. They are,
Search Engine Optimization SEO
SEO is a marketing discipline focussed on growing
visibility in organic (non-paid) search engine results. 70-80% of search
engines’ users are focussing only on organic results.
Importantly, 61% of marketers say improving SEO and
growing their organic presence is their top inbound marketing priority.
Video content is 50 times more likely to drive
organic search results than plain text.
48% of consumers start mobile research with a
search engine.
72% of consumers who did a local search visited a
store within five miles.
Google, drives 96% of mobile search traffic.
The number of voice queries increased by 3,400%
between 2008 and 2017.
PPC
PPC stands for pay-per-click, a model of online
marketing/online advertising in which advertisers pay a fee each time one of
their ads is clicked. It is a way of buying visits to your site rather than
earning those visits organically.
Search engine advertising is one of the most
popular forms of PPC. 64.6% of people click on Google Ads when they are looking
to buy an item online.
Importantly, the average conversion rate in Google
Ads across all industries is 2.7% on the search network and 0.89% on the
display network.
The average clickthrough rate in Google Ads across
all sectors is 1.91% for search and 0.35% for display.
66% of buyer-intent keywords are paid clicks.
Content Marketing
Content marketers employ a strategic form of
marketing approach focused on creating and distributing valuable, relevant, and
consistent content. This is done to attract and retain a clearly-defined
audience and to drive profitable customer action.
55% of marketers say that blog content creation is
their top inbound marketing priority.
Companies that published 16 or more blogs in a
month got about 3.5 times more traffic than companies that published zero to
four monthly posts.
Interestingly, content marketing gets three times
more leads than paid search advertising.
Social Media
Pinners are just as likely to purchase as users
from other social channels but spend 50% more on average compared to other
social channels. They also spend 20% more than users referred from non-social
channels, including search.
80% of millennial Pinterest users say that the
platform helps them decide what they should buy.
59% of Americans believe that customer service
through social media has made it easier to get their questions answered and
issues resolved.
2 million businesses are said to use Facebook for
advertising in 2018. Social media marketers find social media channels a boon
to do effective marketing.
Video Marketing
Video marketing is one of the forward-facing
marketing tactics that integrates engaging video into your digital marketing
campaigns.
Product videos can increase purchases by 144%.
53% of smartphone users feel more attracted towards
companies whose mobile sites or apps provide instructional video content.
Video drives a 157% increase in organic traffic
from SERPs.
32% of consumers engage with branded video on
YouTube.
Email Marketing
Effective marketing emails convert prospects into
customers and turn one-time buyers into loyal, raving fans.
Three-quarters of companies agree that email offers
excellent to good ROI.
About 49% of businesses use some form of email
automation.
86% of professionals prefer to use email when
communicating for business purposes.
How can Digital Marketing Skills be Used in
Business?
From what we saw above, business is increasingly
using digital marketing to achieve goals. So what skills should you gain to
bring about productivity in business?
Market/Keyword Research Skills prominent among having a digital marketing background
You need market research to have a thorough
understanding of your competitor. In competitor analysis, you look into the
websites organic keywords ranks, targeted keywords on search engine advertising
campaign, website traffic sources, and other strategies of the competitors.
On the other hand, keyword research skills help to
identify the right keywords that people are searching on Google/Bing, etc..
Importantly, keywords are included in search engine marketing campaign, search
engine optimization, and content marketing and blogging.
Search Engine Marketing (SEM)/Advertisement Skills epitome in having a digital marketing background
Launching ad campaign, enhancing the campaign,
keyword research, targeting, tracking and data analysis, reporting and
effective management of advertising budget are essential SEM skills.
Content Writing & Marketing Skills, that adds value to your digital marketing background
Content is mostly based on the keywords that
customers search on Google/sharing/following/liking on social media. It appears
on various digital media. They can be video, articles, images, email messages,
SMS, WhatsApp image and Facebook post.
Email Marketing Skills,
iconic and powerful to have among digital marketing background
You need to gain skills such as the use of
customers/subscribers email database to send promotional emails, newsletters,
product updates and renewal messages.
SEO Skills, among the
digital marketing background that you should have
Search Engine Optimization (SEO) skills are needed
to rank the website higher on Google for certain keywords to get organic
traffic to the landing page and website. To get higher traffic you have to
optimize the website or landing page to be search engine friendly so that your
website matches or connects with the goals of users searching on Google.
Social Media Marketing Skills, the kicking factor among having a digital marketing background
As a social media marketer, you have to promote business
through business pages, images, articles, and various types of content. You
also have to launch engaging social media paid campaigns for quick results.
Digital Marketing Strategy Creation, vital among having a digital marketing background
Some of the pertinent questions that form a part in
the creation of a digital marketing strategy are,
- What
keywords are best for search engine advertisement?
- What
types of content marketing strategy will be good for the next two months?
- How
much budget can be allocated for social media spending?
- When to
launch a video advertising campaign?
- How to
get more traffic from search engine? etc..
These are some of the skills that you need to pick
up.
Conclusion
Apart from the skills mentioned above that you
should possess, you should also have other skills like affiliate marketing,
understanding user experience, understanding the shift from traditional
marketing to digital marketing and using extensive case studies.
In an era where digital marketing is the new path
for doing effective marketing, mastering essential skills will help you to cope
in the job and be a productive digital marketer.
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