What is Digital Marketing
Digital marketing describes all measures of the digital world that lead the customer to a desired behaviour. Measuring and analyzing activities is not only possible but also essential compared to traditional marketing.
While inauthentic messages are still often communicated in traditional marketing, digital marketing requires the maximum degree of authenticity of all marketing efforts. Consumers can no longer be "sprinkled" these days. Rather, they want to interact with the companies and their brands, which is easier today than ever.
Advantages of Digital Marketing
The advantages of digital marketing on the company side are clearly the measurability and the targeting.
Nevertheless, conventional marketing measures should not be left out. These can be used in the marketing mix, especially when it is most meaningful or most natural. Thus, in an early decision-making process, a phone call with the customer can be sought, to convert him at a later date.
It is important that the right answers are given at the right time, in line with the customer journey across the channels - both analogue and digital - and that the focus is on problem solving. You can create any artificial product or service (not serving a real problem or need) and you can advertise it great. It's just not going to bring anything.
What is the difference between digital marketing and online marketing?
Contrary to popular belief, online marketing is only part of digital marketing. While digital marketing uses all digital channels to communicate with the target group, the measures of online marketing are entirely limited to communication via the Internet.
Digital measures that are different for online marketing are for example:
Smartphone apps that are used offline
Cyber graffiti (marketing message via WLAN SSID)
What else counts among digital marketing?
The following list is intended to give an overview of the digital possibilities, but is not to be considered as complete:
Social Media Marketing
The perfect digital marketing strategy
As numerous as the possibilities in digital marketing are, so many are their pitfalls. In addition, the consumer is no longer influenced by traditional advertising strategies, while the customer journey is more ambiguous than ever before.
In short, there's no such thing as "the one digital marketing strategy".
17 digital marketing tips that you can implement in one day
In addition to all long-term perspectives, there are always a number of possibilities and approaches for quick implementation (so-called "quick wins"). Clear, long-term and well thought-out digital marketing strategies should be the backbone of any digital marketing activity.
Digital marketing Tip 1: Use 404 Pages as a Marketing Instrument
Most 404 pages are boring and offer no added value. They only point out to the user that the requested, entered page does not exist. What should be on the 404 page depends on
what kind of website you are running. If it's a blog, for example, you could post your best rated or most read posts. If, on the other hand, it is an online shop, it is best to integrate the search function on the 404 page or to present popular products / categories.
However, the goal should always be to motivate the visitor to make another relevant click. That's why the 404 page should always be analysed. On the one hand, you can determine how many sessions (visits) have come to this page and, on the other, how users have behaved. For example, you can find out how high the bounce rate was.
HubSpot has some very good examples of creative and helpful 404 pages .
Digital marketing Tip 2: Implement Open Graph Tags
Open Graph Tags (similar to title and meta-description in Google's search results) provide an improved preview of a page to be shared via Facebook. The following elements can be optimized using the Open Graph Tags: title, description, type and image. The Open Graph can also be used to specify a preview image that optimally addresses the target group.
Currently available open-graph tags and best practices can be found in Facebook's Developer documentation on Open Graph Tags . You can then check the correct
implementation directly with the Facebook debugger.
Digital marketing Tip 3: Re-tweet old content often
Often content is shared only once via Twitter. However, the lifetime of a tweet is very short. So it is seen only by a part of your followers. Multiple retweets and more traffic can be achieved through repeated parts. Especially “evergreen” content is good for this. An example of this is a digital marketing tools page or the Google Analytics tools page. Both of them live by updates and can therefore be distributed again via social media and also in the newsletter.
Digital marketing Tip # 4 : Lower AdWords click rates when reaching budget limits
If you notice that you keep coming up against your preset budget limits in AdWords, you should lower the click price rather than, for example, reducing your advertising time
through the ad planner (scheduler). Lower the click Price but only slightly and observe exactly how impressions, clicks and conversions develop. Adjust the click Prices until the budget is exhausted. This will give you more clicks at the same cost.
If necessary, you should also check if you do not want to use a "shared budget". In the AdWords account you can find it under "Settings". There you can create a common budget
for several campaigns. This is especially interesting when the click prices in your market segment are really high.
Digital marketing Tip 5: Link important pages via the imprint
The imprint of your company is probably linked from every page of the website. This means that the imprint gets a lot of linkjuice. You can use this linkjuice specifically to strengthen subpages that are not linked via navigation, for example. For this you simply add the pages as a link below the actual imprint.
Digital marketing Tip 6: Analyse referring sites
Use your web analytics tool to identify pages that link to your website and bring many visitors or conversions. Then try to find similar pages, for example via similarweb.com.
Suppose you run a shop for barbecue accessories and realize that a lot of traffic and conversions come through a barbecue forum, then you should try to find sites as similar
as possible and to cooperate with these websites.
Digital marketing Tip 7: Reach fans and followers at the right time
Presenting new content at midnight via social media channels promises little success. But even during normal working hours, there are times when it's better to post and times when reaching your target group is unlikely. In the Facebook Insights and other tools, you can quickly find out when your fans are most active and why you should be active.
These tools can help you determine the correct posting time:
• Facebook : Facebook Insights, FanpageKarma • Twitter : Tweriod, Followerwonk • Instagram : Iconosquare
Digital marketing Tip 8: Redirect deleted pages
Over time, pages are sometimes deleted because they are no longer needed. However, if these pages have inbound links, their power will no benefit your domain. Redirect these
deleted pages to another relevant page via 301 forwarding. Thus, visitors who click on the link will still be on your site and the link power is retained. If you have deleted pages with inbound links on your website, you can check them with the Google search console or ahrefs.
Digital marketing Tip 9: Using Internal Search to Gain Ideas for New Content
If you've set up your web analytics tool correctly, you can find out what terms your visitors searched for on the site. Often, it quickly becomes apparent which content is still missing and should therefore be created. If you have not yet set up tracking for internal search, you should do it quickly. This help article explains how you can implement such tracking with Google Analytics.
Digital marketing Tip 10: Find Matching Links Collections
Use the following search operators in Google:
Inurl:links OR intitle:links [keyword]
You simply replace "keyword" with a keyword that matches your business. As a result, depending on the keyword, you'll find a number of pages that provide a link collection about your page's topic. Once there, politely ask if it would be possible to include your page as well. These pages are often very old and therefore have good links and high reputation on Google. But always think about whether this link would be useful for your visitors, because Google could - as always in link building - here recognize a pattern and punish you.
Digital marketing Tip 11: Track Mentions in Twitter
Social media monitoring tools such as Hootsuite (free in the basic version) allow you to monitor specific search terms in Twitter. For example, you can monitor the brand name
and other terms and respond to tweets as quickly and relevantly as possible. Especially when you're doing a lot of content marketing, analysis via social media platforms is extremely important to understand how users react to your content, which articles lead to new followers, etc. If you want to know 9 ways targeted content marketing can help your business read this article. Apart from individual reviews of the success of your content marketing, it is certainly important to analyse the long-term ROI of content marketing.
Digital marketing Tip 12: Bring Low Hanging Fruits to the first page
Anyone who knows a bit about SEO knows that users will come to a website almost exclusively if they are in the SERPs on page 1. On page 2 and beyond, hardly any searcher
clicks. Each website has at least a few low-hanging fruits, ie pages that are on the second page of search results. With little effort these low-hanging fruits can be pushed to the first page.
This can be done, for example, by on-page optimization (improving the title, extending and optimizing the text, adding images with old text) and off-page optimization. Often a better internal linkage is enough. The detailed analysis is best done via SEO tools like SISTRIX or Searchmetrics.
Digital marketing Tip 13: Bind visitors
Suppose that you write blog articles and thereby attract some visitors to your website. To keep such visitors on your website or in the sales funnel, you could offer them a download with matching content at the end of the article. In exchange for these valuable contents, you then request their e-mail address.
Likewise, you can also call for readers to sign up for your newsletter in return. Clarify its benefits to the reader. For example, the possibility to always be informed about the latest articles or to be alerted to special offers. So you increase the likelihood of conversions for these types of goals. Again, use Google Analytics to track questions such as, "What's the most downloadable item for what?"
Digital marketing Tip 14: Take advantage of content theft
Digital marketing Tip 15: Ubersuggest for negative keywords
Often, an AdWords campaign has taken some time to find useless keywords. With Ubersuggest , keywords can be excluded right from the start, with little chance of success.
Digital marketing Tip 16: Find new content ideas on question pages
Quora is real gold mines for new content ideas. This is usually a first good place to start when it comes to ideas for content. Quora is a very large forum where readers ask all sorts of questions about all types of industries. You just type the name of the topis or industry that is the subject of your interest and you will find a plethora of questions which you can turn into blog post titles.
Digital marketing Tip 17: Improve Titles and Descriptions
Use your web analytics tool to find the twenty most visited pages and analyse titles and descriptions. It's best to combine the whole thing with ranking data. It's easy to find out about which keywords your pages receive many visitors. Look at the titles and descriptions and think about how to make them more clickable. So you can also use two different descriptions for really important search terms.
The most important thing here is always to understand what the intention of the user is behind his search. For example, if the user searches for the "best Netflix series", it may be good if the item date is current and the Title is, for example, the current year (2017).