Digital Marketing : How To Increase Your Sales
Digital Marketing is growing rapidly.
It’s been forecasted that $333 billion will be spent in 2019 on digital marketing alone. When compared to the $283 billion spent in 2017, there’s clearly no sign of digital ad spend slowing down.
It has never been easier to get a digital marketing campaign up and running for a business. Although there’s one little snag, knowing where to start and which channel to use can sometimes leave business owners feeling like they are just shooting in the dark.
This blog post is going to try and explain some of the key digital marketing channels that are available to you and how to choose the right ones for your business.
But first, let’s find out what all of the fuss is about.
Why Is Digital Marketing So Popular?
Digital Marketing connects two dots together, Advertisers and Eyeballs.
In the past 10 years, the average daily internet usage has significantly increased :
This therefore means that it’s a great way to reach a lot of people.
So digital marketing can reach large numbers of people, but does it work?
One of the main business-reasons why digital marketing is so popular is because it is performance based.
Advertisers can see how many pounds they are getting back from the advertising pounds that they are putting in.
Compare this with running a TV, Magazine, Newspaper or Radio Ad, where there’s no straightforward way of measuring how successful a campaign is.
When digital marketing campaigns are setup correctly, their results can tell you the revenue figure a campaign has generated for a business. A consumer could have purchased through a website, over the phone or even in 6 months time after initially making contact.
For the first time, advertising campaign results are quantifiable and a lot of businesses now all want a slice of the action.
The final reason that we’ll cover on why digital marketing is popular is based around consistency.
From the user seeing an ad, then clicking through to the website and then purchasing, there’s very few obstacles that can get in the way.
Consumers can do all of this, without even having to get up off the sofa. Oh yeah and it can also all be done on their mobile phone.
If you compare this with an advertisement on the radio, the buyer would have to remember the website address, then remember that they were interested in the product when they are next using the internet and then locate the product or service that they were interested in buying on the website.
There are a lot more things that can get in way in this scenario that could cause the consumer to change their mind, lose interest or forget entirely.
Finding Your Ideal Customer
When running a campaign using traditional advertising outlets, a business is essentially paying to show that ad to anyone who’s reading, watching or listening.
They are hoping that the right person will see or hear it and be motivated enough to take the next step to buy what it is that’s being sold.
If we compare this to digital marketing, it’s a completely different experience.
Digital campaigns can choose who they want to see their ad. This can be based on what the user is searching for, their interests, age or gender (plus many more).
In a nutshell, it gives advertisers so much more control over how a marketing budget is being spent and ensuring that it is being spent on marketing to their ideal customer.
Does It Work For All Businesses?
For the sake of clarity, i’m going to breakdown typical (revenue focused) online business types in 3 main categories :
- Service Based Businesses (Insurance Companies, Plumbers, PPC Agencies)
- Product Based Businesses (Ecommerce retailers)
- Bricks & Mortar Businesses (Restaurants, Shops, Bars, Coffee shops).
Service based businesses will usually be trying to convert users into customers, by using a website and encouraging users to complete a form or to make a phone call to them.
Product based businesses will normally be trying to get users to make a purchase through their website.
Bricks & Mortar businesses goal will be to attract users to their website and try to persuade them to visit a physical place.
And which of these types of business does digital marketing work for?
All of them….
You will be pleased to hear that all 3 of the above business types, can successfully use digital marketing to acquire more customers.
However, the most important part to making it profitable is choosing the right channels and executing campaigns effectively.
How To Choose The Right Marketing Channel For My Business
There is a huge amount of various different ways that you can market your business online to acquire new customers.
Each of them have their own way of how they are setup and managed. It certainly isn’t a one size fits all.
Below is a high level overview of the big players in digital marketing space.
If you want to know any more about either of them or any which aren’t mentioned, please feel free to contact us.
Previously known as Google Adwords, this has been around in 2000 and has helped many successful businesses (including Amazon) get where they are today.
Advertisers spent close to $100 billion – source in 2017 on Google Ads alone.
And there’s a reason for this.
It’s because it works.
As a Google Ads Agency, we see daily that it can provide great results when managed correctly.
Google Ads covers a few different types of ad types :
- Search Ads
- Display Ads
- Video Ads
- App Ads
What i’m covering here in particular is Search Ads.
You’ve more than likely seen these ads before, they appear on the search results page on Google:
How It Works
Google Ads is a Pay-Per-Click (PPC) marketing channel.
This means that each time someone clicks on an ad, the advertiser is charged for it.
Unlike traditional marketing campaigns where a company would pay just to show their ad to anyone. Unlike with Google Ads where an advertiser will only pay once someone actually clicks on it.
Search ads are where many businesses tend to start as it’s an easy way to find users interested in buying what a business is selling.
Google Ads Search Campaigns actually work by showing ads to users based on what they are searching for on Google.
Advertisers tell Google that they would like to show an ad when someone searches using specific search terms related to their business.
Let’s say a travel agent wants to try digital marketing and they’re trying to sell holidays to New York.
The travel agent would probably want to advertise on terms like “holidays to New York” and “New York holiday deals”.
They would then tell Google the maximum price that they would like to pay each time someone clicks on an ad using a search term (keyword) that they have predefined.
Keywords that are related to a product or service can be added to a campaign and are grouped according to the “theme” of the keyword – known as Ad groups.
The aim here is to group keywords by themes so that advertisers can create text ads that are as closely related to the theme as possible.
Doing this will increase the chance of the user clicking on the ad.
Google Ads are organised with Campaigns and Ad Groups. Ad groups hold all of your keywords and campaigns hold all of your ad groups.
Text ads are then created which describe your product or service and these ads live in each ad group.
Facebook ads are another example of a Pay-To-Play marketing channel.
The main difference between Facebook Ads and Google Ads is quite important :
- People on Google are searching for exactly what you are selling. They’re looking for solutions to their problems.
- People on Facebook are seeing what their friends and family are up to, looking at photos and watching dog videos.
The two channels are very different, but the people using them are both the same.
For Facebook Ads to perform well, the ads need to be paired with engaging creative in order to find users that are interested in what is on offer.
Using the travel agent example above, they could try offering a free guide related to “Top Places To Stay In New York”.
Users that then download this content are showing that they are interested in this topic and at some point will potentially be in the market for a trip to New York.
The travel agent could then send targeted emails to the users that have downloaded the guide to sell holidays to.
Facebook Ads have a number of different ad types available, including Video, Images and Carousel Ads.
To create an ads campaign, you will choose who you want to target based on a variety of different options.
Here are some examples of what advertisers can use to target users :
- Geographic location
Advertisers build groups of people that meet a specific criteria and create audiences based on this.
Advertisers can also import existing customer databases and tell Facebook that they want to build an audience that contains users who look similar to their existing customers.
This is known as a lookalike audience. Facebook will pick out commonalities in the data and then go out and find users that show the same characteristics.
Advertisers can even build audiences of users that have been onto their website, looked at what is on offer but haven’t bought or signed up for anything.
They can then show ads to these users to try and encourage them to come back to their website for a second / third / fourth attempt. This is known as retargeting.
Facebook Ads can be used by all types of businesses. The most important part of a successful campaign is your content and your creative. It needs to engage and motivate them enough to take the next step.
In 2012, Facebook acquired Instagram.
A little while after, advertisers were then able to use the Facebook ads platform to market to users on Instagram.
It’s a similar setup to Facebook in how customers are targeted with ads.
Instagram is usually best suited to companies that can display their products or services using highly engaging images (think Ecommerce, Restaurants and Personal Trainers).
If you’re selling a B2B product or service, then LinkedIn is a great channel to be looking to advertise on.
It’s similar to Facebook Ads in that advertisers build audiences containing users they wish to target. Except advertisers can target groups of people by their job titles and the company they work for.
One of the reasons that LinkedIn works so well for B2B is that when people are using this social network, they are in “business mode” and are either thinking about their company or their career.
However, it isn’t an ideal fit for everyone. It’s usually worth looking at if a business has a product or service that has a value of around £10,000 or greater.
There’s a few different ad types that can be used, including one interesting option called sponsored inmail ads. This is where advertisers can pay to send an actual message to a particular person at a company that they may be trying to sell to.
One of the downsides to LinkedIn is that it’s relatively expensive to use in comparison to Facebook.
But it has its reasons, companies have the ability to reach out to specific people from companies that they want to work with, which in turn could result in a large amount of revenue for their business.
Search Engine Optimisation
Unlike the channels that we’ve shown you above, this isn’t a “Pay to Play” platform.
But It’s a huge part of digital marketing.
Search engine optimisation (also known as SEO), is the process of ranking your website in the search engine results organically as opposed to paying to be there.
Here’s the difference (Organic result is highlighted in red) :
The main difference with SEO and the other channels mentioned above, is that you don’t pay to rank and you don’t pay when someone clicks on one of your links.
Google instead decides if you are a reliable source for what the user is searching for.
It may sound appealing, but it’s more of a long-term strategy and investment as it can take several months before you begin to see any results.
To increase the rankings of your website for different search terms can be quite complex.
Firstly, you will need to make sure that your website can be crawled by the search engine spiders.
And then you’ll need to distribute great content that results in other websites linking to you.
The more links that your website has from trustworthy sources, the more reliable Google will think you are and will then begin to rank your site for related search terms.
This is an extremely high level overview of a complex marketing strategy, take a look at this guide for more information.
We really hope that you’ve managed to grasp a basic knowledge of digital marketing and some of the main channels that are available to your business.
Please feel free to reach out to us with any questions that you have or if you would like specific advice on how you could use any of them.