Jump ahead into Digital Marketing with 6 Easy Steps.
Marketing a product or service via the Internet is better known as Digital Marketing. Everyone thinks digital marketing is a piece of cake, It is so true and I assure you that you will have the same opinion by the end of this writeup.
As most of us think digital marketing is like creating a facebook page or placing ads via google and they are not at all wrong and perhaps there is a lot more to it and we shall discuss them briefly so that this forms the foundation of your digital marketing journey. In the article "Digital Marketing in 6 easy steps", we have outlined the concept of digital marketing at a very basic level to make it easy for everyone reading this blog post.
Digital Marketing in 6 easy steps for real?
Probably you may have gone through many articles on the internet some may have seemed very easy and some very overwhelming but today we'll end that, by dividing the whole process of digital marketing into six simple steps thus the name "Digital Marketing in 6 easy steps". Before you begin, please remember this article is very basic and should be considered as a building block for you to get started.
Step 1: Know the Business
This is the foremost important step out of all the six steps in "Digital Marketing in 6 easy steps" and this forms the very basis of your digital marketing plan. To begin with, you need to gain an in-depth knowledge about the product or service that you are about to promote. This forms the very basis of your digital marketing plan.
Knowing the business involves below questions
- What is the Product or Service?
- How much does the Product or Service cost?
- How does it work?
- Who are the customers?
- What makes your business unique?
- Who are the competitors?
You can add as many questions as you want until you get to know what you are dealing with and what are their dynamics. Once you have all the answers, then you work on Business Value Proposition and Unique Selling Point as next steps.
Step 2: Know the Customers
It's important to know who your customers are in digital marketing as you cannot and should not think everyone in this world to be your customer. In this section, I will brief you on how you should mold your thinking to get the best out of your digital marketing plan.
Segment Your Customers Well
Segmenting, in general, is the grouping of customers based on certain features and it is a very crucial step in the digital marketing plan. Below are a few examples for you to experiment with.
- Demographies: In demography based segmentation your prospective customers will have certain traits or structure and is normally a big group. You would want to promote your business to a certain place or locality as other areas may be far or unserviceable.
- Psychographics: In this segmentation you will pick customers based on their activities, interests, opinions, etc. This is also known as culture-based segmentation.
- LifeStyles: This segmentation is mainly based on the way people live, eg-Modern Lifestyle, Luxury lifestyle, etc.
- Beliefs and Values: As the name says we base this segmentation on one's faith or values and in simple words religion-based.
- Behavior: This segmentation is based on one's behavior, in general, is mostly derived from Social Media.
There are many other attributes based on which you can segment your customers and segments sometimes can overlap too, we are sure by now you may have got a brief idea on how to get started with the segmentation in digital marketing. In the next subsection, we will focus on an individual ideal customer using customer personas.
Create Customer Personas
In the "Segment your Customers" section we grouped our customers on certain traits, now we will see how an ideal customer would look like. Remember this is a fictional person carrying the key characteristics of your ideal customer. We normally do this exercise to bring about the below things.
- To set focus on the customers.
- To bring your organization or employees onto the same page.
An ideal Persona Template should have the below things but you free to create your template and see what serves you the best.
Once you have successfully created a target customer persona, you can then move on to the next step to analyze their position in the Customer Journey.
Step 3: Know the Position
In this step of digital marketing, we will test the position of your business or your customer in the user's /buyer's journey. Probably now you are wondering what is a customer's journey. In case if you do not know the customer's journey is the state of mind of your prospective customers while he is searching for a solution in the form of a product or a service. Below are the 5 stages of the buyer's journey.
- Awareness: A prospective customer has a problem, and he is searching online looking for a solution.
- Consideration: In this stage, your prospective customer has found the solution but is deciding which one to go for.
- Decision: Your prospective customer has decided to go with you but now looking at the various other factors like shipping, customer support, etc.
- Satisfaction: This comes after purchase, your customer wants to confirm if he has made the right choice.
- Loyalty: In this stage, your customer becomes your advocate or loyalist.
Once you have realized where your customer is in the customer's journey you may then choose the right method to help them achieve their goals.
Step 4: Know the Technique
In this section we will talk mostly about what techniques to be used based on the position of your customer in the customer's journey.
Now you know that your prospective customer has a problem and is now looking for a solution and all you have to do here is to present yourself as a worthy solution provider by making them aware of your business. A solution here can be a product or service or it could be anything that satisfyingly addresses your customer's needs. In simple words, this steps is where you build your brand.
Search Engine Marketing or Search Media Marketing works best for creating awareness this but you are free to explore other options like Social Media, Blogs, Influencers, Videos, etc. based on your buyer's persona.
In this stage, your customer is weighing in his options, competitors and is about to narrow down on his choices hence your focus should be on those mediums which will influence his decision. My preference here would be Blogs (about your Product/Service) and Social Media (Reviews and Mentions). However, based on the nature of your product or service you may choose the best ones that work effectively for you.
In this stage you customer has grown fond of your offering and is willing to complete the transaction and is looking for specific buying details like payment instructions, customer support, shipping, etc.
In this stage you will reassure your customer that he made the right decision by choosing you and you may ask how do we do that, It is very simple you will give him usage tips, product training, and comparisons. I would rely mostly on your customer support over social media, webinars, whitepapers, etc.
This is the last stage in the customer's journey and this stage ensures your customers stay with you for long. This is very achievable and in no time your customers will become your advocates (if you nurture the buyer-seller relationship correctly). The only thing you need to ensure is post transactional operations are handled very well. The touchpoints here can be Customer Service, Social Media, Emails, etc.
Step 5: Know the Objective
All marketing efforts need an objective and a goal without which all your efforts is like shooting in the dark. A marketing objective can be a subset of your organizational goal or it may be something that you want to achieve in the long run or simply a long term goal. An objective is generally set by a business for promoting its products or services to potential consumers and is time-constrained. A few examples of marketing objectives are below.
- Increase Site Visitors.
- Generate Leads.
- Convert Leads
- Increase Customer Loyalty
To be able to track your progress you quantitatively you should set SMART goals. The SMART approach will help you achieve your marketing objectives which are easy and trackable. SMART stands for
Ensure your goals is sufficiently detailed.
Set the metrics that easy to measure
Goals are achievable through marketing efforts.
Ensure your goal is realistic and are relevant to your marketing objective.
Set deadlines for your goals.
Step 6: Know the Results
This is the last and final step which will help you realize if your efforts were fruitful or not. In this step, you will measure your efforts using quantifiable entities. The most common term used here is KPI which is nothing but Key Performance Indicators, KPI's are not limited to digital marketing alone it is the most sought after practical gauging mechanism for performance in any domain.
K-->Key------------>This translates to what is Important
P-->Performance-->How is going.
I-->Indicator------>Metric or a quantifiable value.
Examples of KPI
- Marketing Return on Investment
- Number of Incremental Sales
- Number of Leads
- Net Promoter Score
- Email Engagement
To make you understand better, Let's imagine that you are building a brand and your core objective would be the number of visitors so what would be the KPI's? think about them for some time and then check if the below makes any sense to you.
- Number of Inbound Links
- Number of Referral Visits
- Number of Media Mentions
- Number of New Vistors
- Number of Returning Visitors
Digital Marketing is a lot of things, everybody has a different take on it for some it is tough and for some, it is a child's play. Our intention here was to make this topic as simple as it could be, if you think this article can be improved in any way then please feel free to drop us note in the comments section and we would be very happy to incorporate it.
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