Digital marketing, internet marketing, online advertising ... Regardless of your name, online marketing of your company is a big problem these days. After all, internet usage has doubled over the past decade, and this change has had a major impact on the way people buy products and interact with companies.
What is digital marketing? Digital marketing is like any other type of marketing: it is a way to communicate and influence potential customers. The real difference is that you communicate and influence these customers online.
Here are some of the most common digital marketing resources and strategies that companies use to reach people online:
As you can see in the list above, there are many different ways to market your business online. As a result, many companies hire an agency to manage digital marketing efforts or to pay for the internal marketing team and marketing automation programs. To meet your marketing needs (see this article for a detailed comparison of these options).
However, certain types of businesses will benefit more from certain types of digital advertising. As a short summary, let's take a look at the strategies that work best for companies from B2C to companies to B2B:
The good news is that B2C companies that aren't trying to sell incredibly expensive products or services don't need large sales teams or complex marketing paths. All they have to do is present their products or services to the right audience with the right messages, and the rest should take care of themselves.
As a result, the main goal of most B2C companies is to get people through marketing oppression. For example, if you can take this insulting mother to her children's clothing page and make her an exciting offer, there is a good chance that she will buy it today. It is not necessary to generate a significant level of brand awareness or trust before you can complete the sale.
Against this background, B2C companies often see excellent results in high-conversion marketing channels such as social media marketing or paid social ads. These channels do an excellent job of introducing your company to potential customers who don't know you exist.
Now it's always a good idea to complete other digital marketing strategies like paid search engines or search engine optimizers. However, if you need to choose a channel first, paid social ads or social media marketing are great options for B2C.
However, the essence of every successful digital marketing campaign is not proof. Regardless of which strategies you choose, here are 4 questions you need to answer before you start digital marketing:
When you're done, the ultimate goal of any marketing effort should be return on investment. If your investment in digital marketing doesn't bring profitable returns to your business, why are you doing internet marketing?
Clicks and even conversions are excellent, but your business doesn't deserve clicks (actually clicks actually do) or conversions. You can make money with sales.
With this in mind, you first need to determine how much revenue you want to generate before you set a budget for digital marketing. Once you know this, you can use this information to determine the amount of advertising spend required to achieve this sales goal.
You know what? If you don't understand your buyers, you can't develop an effective digital marketing strategy!
If you have a sales team, talking to sales can be one of the quickest ways to get a decent purchase image. After all, they talk to their customers the most, don't they?
However, talking to and researching the sales team is not enough to achieve the level of detail you need to develop an effective digital marketing plan. To do this, you have to make calls and call the real customers.
Ask how they found you, why they made the transfer, and what convinced them to pay you. This information will provide you with a wealth of marketing and sales process information to help you improve your ad performance and choose your marketing budget.
For example, imagine you are promoting a SaaS activity called SaaS-A-Frass with the following pricing structure:
Example of AdWords Buyer | Annoying advertising
In this case you can address 3 people from different buyers:
Assume that Steve, Mandy and Edward stay 14 months, 4 years and 9 years on average (half-life of a SaaS customer) and acquire (again) 5, 20 and 100 licenses. This is the lifetime value for both of these people ([licenses / month] x [# licenses] x [customer life in months]):
Normal SaaS pays about 22% for compliance, 9% for sales, and a 40% overload, making almost 29% of every customer's living value available to play with. This simply means reaching the breakeven point. SaaS-A-Frass has to spend less than the following to get a Facebook client:
If SaaS-A-Fras keeps the acquisition costs below this point, you will make money. If the cost of procuring each of them is higher, you will lose money.
Of course, the market is unlikely to be happy with AdWords. So SaaS-A-Fras needs a mix of these offerings to achieve its sales goals. The mix will implement your Facebook budget.
When Sass-A-Fras is ready to spend 8 0.18 on marketing to generate 1.00 in lifetime value (11% of gross profit margin), Sass-A-Fras is listed for each buyer. The next batch can be calculated.
Customer acquisition costs
If SaaS-A-Fras are unable to configure consumers for the assigned buyer's personality at a price below this threshold, they are unlikely to buy the buyer's personality.
If Sass-A-Fras' digital marketing efforts are currently preparing for buyers of anyone in the CAC (or even CAC without these thresholds), Sass-A-Fras can use this information to calculate your marketing budget.
Your. How much do you have to spend to achieve your goals?
Now things are much easier. Just your CAC, the average purchase price and the average number of purchases (if you have a purchase model, you can use the average age for the character of each buyer here) and add this to this calculator!
[Calcide ID = "19629" show_title = "0% show_description =" 0%]
The default setting in this calculator reflects the monthly budget and return on investment for SaaS-A-Fras, provided SaaS-A-Fras wants to generate $ 2,425,500 new revenue from digital marketing revenue each month. They decided to use marketing efforts to generate 100 sales (90 weeks, 9 brochures and 1 Edward) per month.
In our example, the new Steve pays an average of $ 125 a month for 14 months, the new Mandy an average of $ 1,500 a month for 48 months, and $ 108 a month for 108 months. Pays 15,000 / month.
If you put everything in the calculator, SaaS-A-Fras needs a budget of 834,300 / month to achieve its new sales goals.
Can you see it? I told you this simple part! To make things even better, you can use this calculator to calculate the entire digital marketing budget, or you can choose a specific strategy and use it to find out. Whether the following strategies make sense for your company or not. For example, if you need a CAC of $ 75, but the average AdWords CPCs are $ 25, AdWords may not be the right digital marketing channel for you.
From this point of view, as you can imagine, you have no idea how much you will benefit from reaching the sales targets. This calculator is only as accurate as possible. However, it is better than making your monthly random selection and hoping that digital marketing will achieve the results you want.
Online activity 60 works on mobile devices, and the transition from desktop to desktop has had a profound impact on digital marketing.
Last year, Google AdWords published its own sidebar ads on its results pages to create a consistent mobile desktop experience. Facebook ads continue to show sidebar ads on the desktop, but in-stream ads only on mobile devices. Short blog posts improve long blog posts on mobile devices ... and the list of differences continues.
Frankly, in today's digital marketing world, it's good to assume that people will compete with your mobile marketing and then adjust their strategy to the desktop as needed.
In addition to improving your mobile ads, it's important to think about experimenting with your website and landing page. Sure, your website may look good on the desktop, but if it's impossible to navigate on a cell phone, a large percentage of your web traffic will be isolated. You should have at least one mobile-responsive website, but ideally you can try a mobile phone as a simple mobile experience (not just a covered version of the desktop experience). It should be designed for.
What is digital marketing? Digital marketing is like any other type of marketing: it is a way to communicate and influence potential customers. The real difference is that you communicate and influence these customers online.
What is digital marketing?
Basically, digital marketing refers to any online marketing effort or asset. Email marketing, pay-per-click advertising, social media marketing and even blogs are excellent examples of digital marketing: they help introduce people to your company and get them to buy.
Here are some of the most common digital marketing resources and strategies that companies use to reach people online:
The origins of digital marketing
Almost anything can be beneficial for digital marketing. It should just be a marketing tool that you use online. However, not many people realize how many digital marketing resources they have. Here are just a few:- your website
- Brand values (logos, symbols, acronyms, etc.)
- Video content (video ads, product offerings, etc.)
- Images (diagrams, product photos, company photos, etc.)
- Written content (blog posts, e-books, product descriptions, certificates, etc.)
- Online products or tools (SaaS, calculators, interactive content, etc.)
- Comments
- Social network sites
- As you can imagine, this list only scratches the surface. Most digital marketing assets fall into one of these categories, but smart marketers are constantly looking for new ways to reach customers online, so the list continues to grow.
Digital marketing strategies
The list of digital marketing strategies is constantly evolving. However, here are some of the strategies that most companies use:You pay for each ad click
A pay-per-click (PPC) ad is a very broad term that covers all types of digital marketing that you pay for each user who clicks on an ad. For example, Google AdWords is a form of pay-per-click advertising (PPC) called "paid search ads" (we'll see shortly). Facebook ads are another form of PPC advertising called "paid ads on social networks". We will respond to this soon.Paid search engine advertising
With Google, Bing and Yahoo, you can place text ads on search engine results pages (SERP). Paid search ads are one of the best ways to target potential customers who are actively looking for a product or service like yours.SEO
If you don't want to pay to appear in SERPs, you can also use SEO to rate pages or blog posts on your website. You don't have to pay for every click directly, but getting a PageRank generally takes a lot of time and effort (a deeper comparison between paid search and SEO can be found in this article).Paid ads on social networks
You can place ads on your website on most social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat. Paid social media advertising is a great way to raise awareness among those who may not recognize that your company, product, or service is there.Social media marketing
Like SEO, social media marketing is an organic and free way of using social media platforms such as Facebook or Twitter to market your company. As with SEO, organically marketing your business on social networks takes more time and effort, but can deliver much cheaper results in the long run.
Conversion Rate Optimization (CRO)
"Conversion Rate Optimization" (CRO) is the art and science of improving the online user experience. In most cases, companies use CRO to get more conversions (leads, calls, calls, sales, etc.) from the traffic of their current site.Content marketing
Content marketing is another term for large-scale digital marketing. Content marketing encompasses all digital marketing efforts that use content assets (blog posts, graphics, e-books, videos, etc.) to create brand awareness, generate clicks, leads or sales.The original ad
Have you ever reached the end of an article and seen a list of suggested articles? This is the original announcement. Most local business ads are part of content marketing because they use the content to get clicks ("You won't believe what happens next!"). Recognizing local business ads is often a bit difficult, as it is usually mixed with recommendations for unpaid content ... but that's what it's about.Advertising mail
Email marketing is the oldest form of internet marketing and still promotes. Most digital marketing experts use email marketing to advertise special offers, highlight content (often as part of content marketing), or promote an event.Affiliate Marketing
Affiliate marketing is primarily about getting another person (person or company) to advertise their products and services on their website.As you can see in the list above, there are many different ways to market your business online. As a result, many companies hire an agency to manage digital marketing efforts or to pay for the internal marketing team and marketing automation programs. To meet your marketing needs (see this article for a detailed comparison of these options).
Does digital marketing work?
Digital marketing is a good choice for any company. In Disruptive, we used digital marketing to support the growth of all types of businesses, from family businesses to internationally recognized universities and more. That's the nice thing about online advertising. If you know who to target, you can use digital marketing to target anyone, anywhere.However, certain types of businesses will benefit more from certain types of digital advertising. As a short summary, let's take a look at the strategies that work best for companies from B2C to companies to B2B:
B2C companies
In general, B2C companies have significantly lower prices than their colleagues. Finally, selling a $ 150,000 drill (believe me, it is) can be a little difficult for a chase mother. But pants for kids $ 10? This is a fairly simple sale.The good news is that B2C companies that aren't trying to sell incredibly expensive products or services don't need large sales teams or complex marketing paths. All they have to do is present their products or services to the right audience with the right messages, and the rest should take care of themselves.
As a result, the main goal of most B2C companies is to get people through marketing oppression. For example, if you can take this insulting mother to her children's clothing page and make her an exciting offer, there is a good chance that she will buy it today. It is not necessary to generate a significant level of brand awareness or trust before you can complete the sale.
Against this background, B2C companies often see excellent results in high-conversion marketing channels such as social media marketing or paid social ads. These channels do an excellent job of introducing your company to potential customers who don't know you exist.
Now it's always a good idea to complete other digital marketing strategies like paid search engines or search engine optimizers. However, if you need to choose a channel first, paid social ads or social media marketing are great options for B2C.
How do i start
The good news is that starting digital marketing is very easy. Most online advertising platforms make it easy to register and create your first campaign (after all, this is how you make money). Here are some links to beginner's guides for many different digital marketing strategies:- Paid search engine advertising
- SEO
- Paid ads on social networks
- Social media marketing
- The optimal conversion rate
- Content marketing
- Advertising mail
However, the essence of every successful digital marketing campaign is not proof. Regardless of which strategies you choose, here are 4 questions you need to answer before you start digital marketing:
1. How much do you have to do?
To determine what to spend on digital marketing, you first need to clarify your goals. The way you interact with digital marketing can vary a lot depending on whether your ultimate goal is to get clicks, conversions, leads, sales, earnings, or a certain return on investment.When you're done, the ultimate goal of any marketing effort should be return on investment. If your investment in digital marketing doesn't bring profitable returns to your business, why are you doing internet marketing?
Clicks and even conversions are excellent, but your business doesn't deserve clicks (actually clicks actually do) or conversions. You can make money with sales.
With this in mind, you first need to determine how much revenue you want to generate before you set a budget for digital marketing. Once you know this, you can use this information to determine the amount of advertising spend required to achieve this sales goal.
2. Who are you going to the market for?
Once you've figured out how much money you want to make with digital marketing, you need to determine who to target. This is crucial because different buyers need different marketing methods. More importantly, different buyers become different types of buyers.You know what? If you don't understand your buyers, you can't develop an effective digital marketing strategy!
If you have a sales team, talking to sales can be one of the quickest ways to get a decent purchase image. After all, they talk to their customers the most, don't they?
However, talking to and researching the sales team is not enough to achieve the level of detail you need to develop an effective digital marketing plan. To do this, you have to make calls and call the real customers.
Ask how they found you, why they made the transfer, and what convinced them to pay you. This information will provide you with a wealth of marketing and sales process information to help you improve your ad performance and choose your marketing budget.
3. How high is your customer benefit?
Usually customers see a good way to develop an effective marketing strategy. Buyers are great at it, but they're also an important part of developing an effective digital marketing plan.For example, imagine you are promoting a SaaS activity called SaaS-A-Frass with the following pricing structure:
Example of AdWords Buyer | Annoying advertising
In this case you can address 3 people from different buyers:
- Small business "Steve"
- "Mandy" medium-sized business
- Edward shop
- Small business "Steve" has much smaller and simpler business requirements than Edward or Mandy, so he may choose the starter package. Mandy may want the professional package and Edward will need the enterprise package.
Assume that Steve, Mandy and Edward stay 14 months, 4 years and 9 years on average (half-life of a SaaS customer) and acquire (again) 5, 20 and 100 licenses. This is the lifetime value for both of these people ([licenses / month] x [# licenses] x [customer life in months]):
Lifetime value
- Steve: $ 1,750
- Mandy: $ 72,000
- Edward: $ 1,590,000
These numbers look really exciting, but not all money is profit.
Normal SaaS pays about 22% for compliance, 9% for sales, and a 40% overload, making almost 29% of every customer's living value available to play with. This simply means reaching the breakeven point. SaaS-A-Frass has to spend less than the following to get a Facebook client:
Maximum acquisition costs
- Steve: $ 507.50
- Mandy: $ 20,880
- Edward: $ 461,100
If SaaS-A-Fras keeps the acquisition costs below this point, you will make money. If the cost of procuring each of them is higher, you will lose money.
Do you see why buyers are so important for budgeting?
Of course, the market is unlikely to be happy with AdWords. So SaaS-A-Fras needs a mix of these offerings to achieve its sales goals. The mix will implement your Facebook budget.
When Sass-A-Fras is ready to spend 8 0.18 on marketing to generate 1.00 in lifetime value (11% of gross profit margin), Sass-A-Fras is listed for each buyer. The next batch can be calculated.
Customer acquisition costs
- Steve: 5 315
- Mandy: 12,960
- Edward: 6 286200
If SaaS-A-Fras are unable to configure consumers for the assigned buyer's personality at a price below this threshold, they are unlikely to buy the buyer's personality.
If Sass-A-Fras' digital marketing efforts are currently preparing for buyers of anyone in the CAC (or even CAC without these thresholds), Sass-A-Fras can use this information to calculate your marketing budget.
Your. How much do you have to spend to achieve your goals?
Now things are much easier. Just your CAC, the average purchase price and the average number of purchases (if you have a purchase model, you can use the average age for the character of each buyer here) and add this to this calculator!
[Calcide ID = "19629" show_title = "0% show_description =" 0%]
The default setting in this calculator reflects the monthly budget and return on investment for SaaS-A-Fras, provided SaaS-A-Fras wants to generate $ 2,425,500 new revenue from digital marketing revenue each month. They decided to use marketing efforts to generate 100 sales (90 weeks, 9 brochures and 1 Edward) per month.
In our example, the new Steve pays an average of $ 125 a month for 14 months, the new Mandy an average of $ 1,500 a month for 48 months, and $ 108 a month for 108 months. Pays 15,000 / month.
If you put everything in the calculator, SaaS-A-Fras needs a budget of 834,300 / month to achieve its new sales goals.
Can you see it? I told you this simple part! To make things even better, you can use this calculator to calculate the entire digital marketing budget, or you can choose a specific strategy and use it to find out. Whether the following strategies make sense for your company or not. For example, if you need a CAC of $ 75, but the average AdWords CPCs are $ 25, AdWords may not be the right digital marketing channel for you.
From this point of view, as you can imagine, you have no idea how much you will benefit from reaching the sales targets. This calculator is only as accurate as possible. However, it is better than making your monthly random selection and hoping that digital marketing will achieve the results you want.
How is digital marketing different on mobile devices?
As you can imagine, mobile digital marketing is very different from digital desktop marketing. These differences are particularly important these days, as smartphones are the primary device that people use to communicate with the Internet.Online activity 60 works on mobile devices, and the transition from desktop to desktop has had a profound impact on digital marketing.
Last year, Google AdWords published its own sidebar ads on its results pages to create a consistent mobile desktop experience. Facebook ads continue to show sidebar ads on the desktop, but in-stream ads only on mobile devices. Short blog posts improve long blog posts on mobile devices ... and the list of differences continues.
Frankly, in today's digital marketing world, it's good to assume that people will compete with your mobile marketing and then adjust their strategy to the desktop as needed.
In addition to improving your mobile ads, it's important to think about experimenting with your website and landing page. Sure, your website may look good on the desktop, but if it's impossible to navigate on a cell phone, a large percentage of your web traffic will be isolated. You should have at least one mobile-responsive website, but ideally you can try a mobile phone as a simple mobile experience (not just a covered version of the desktop experience). It should be designed for.
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