What is ‘Digital Marketing’?

What is Digital Marketing (Asqot)

In one sentence, Digital Marketing is just all the things we do to grow a business through different internet channels.

That can mean a bunch of different things, like:

  • Getting more website visitors
  • Attracting more leads
  • Generating more sales
  • Driving more repeat purchases

You can accomplish these things in a number of different ways, and each way is a skill of its own.

For example:

Want to get more website visitors? Great! You could:

  • Increase your rankings on search engines and drive more free, organic traffic
  • Post great content on social media and get more people visiting your site
  • Send more emails to your existing users and get
    them visiting you more often

Want to get more leads? Awesome!  You could:

  • Create some great new content and give it away, in exchange for an email address
  • Set up a sales funnel that asks users to enter their phone number to receive a free quote
  • Launch an Adwords campaign with the goal of getting prospects to schedule a call

Want to get more sales? Super! You could:

  • Create a page that ranks on Google for “ alternative”
  • Set up a remarketing campaign for users that visited your site but didn’t purchase
  • Create an abandoned-cart email that reminds users to complete their purchase

 

That, is how digital marketing for business, works. Sounds simple, but these are all difficult things to achieve. Just because you have a Facebook profile doesn’t mean you’re a social media marketer.

The fact that you know how to write and send emails doesn’t make you an email marketer.

Sales Funnels: Growth by Building a Powerful Conversion Path

I don’t need to tell you stories about YouTubers or influencers who make less than minimum wage. Over the years, I’ve met dozens of people like that… people who are great at things like generating tons of traffic or creating super interesting content…yet, they’re unable to use those skills to build a business or get a job in digital marketing, 100% of the time, the reason is that these people don’t understand sales funnels or how to build them.

Content Marketing: Growth by Delivering the Right Message at the Right Time

9 times out of 10, when you hear someone say they will “invest in content marketing”, what they really mean is “we will start a blog and promise to write regularly”. Just to be clear: That is not content marketing. In reality, content marketing is much more complex (and fun). In the past, content and advertising used to be entirely separate. Content creators created content, and
advertisers, well, advertisers advertised.

Nowadays, the content IS the advertising.

Content marketers can’t work on their own and marketers specialized in a specific channel (e.g. SEO, digital advertising, email marketing, social media) can’t do their work without content marketers.

Content marketing is woven into every digital marketing channel—it’s the input for every campaign. It’s a highly strategic skill that every digital marketer should hone (even if they don’t plan on specializing in content marketing).

SEO: Growth by Attracting Massive Traffic from Search Engines

Most people I’ve talked to who start looking into SEO say the same thing: “I tried to learn SEO but couldn’t figure it out—there’s too much information. Maybe I should just hire someone to do this for me.”

This isn’t entirely their fault. There IS a lot of information…but most of it is unnecessary noise and bad advice. I’ll save you the time and tell you the only thing that really matters in one sentence:

To be successful in SEO, you just need to understand what users are looking for, and then create awesome, relevant content that answers their questions.

It’s that simple.

Email Marketing: Growth by Helping Users Move Through the Sales Funnel

Once you spend a bit of time reading digital marketing content, you’ll start seeing a variation of this phrase as the introduction to any blog post about email marketing.

“Email marketing is the most underrated digital marketing channel.”

This needs to stop.

No one believes that. No serious digital marketer underestimates email marketing— only people who have no idea about what they’re doing undervalue email marketing. It has been proven time and time again that email marketing works.

Massive businesses have been built on the basis of gaining subscribers and sending emails.
Email marketing, however, is about more than just writing a newsletter and hitting SEND.

If you want to be one of the top email marketers in the world, you need to learn how to:

  • Use your data to send users extremely specific,
    relevant messages
  • Find the right moment to send each message
  • Build systems to segment users, track their
    actions, and automatically send messages

Once you have those three things figured out, you’ll have a world-class email marketing strategy.

Digital Advertising: Growth by Launching Highly-Profitable Ad Campaigns

When you’re a beginner, going into digital advertising poses a real chicken and egg problem.

  • To learn digital advertising, you need to have a
    budget to spend on ads.
  • But for people to trust you with their budgets,
    you need to have experience.

The first time I launched an ad campaign, I made a mistake that cost me $30,000 in 24 hours. It was a rough first week. And it almost cost me my job!

I promise you: You don’t need to learn this the hard way like I did.

I’m not going to lie: digital advertising is hard and it takes a lot of trial and error (or tons of experience) to get a positive ROI.

Almost all campaigns start off being unprofitable. What’s important is that you learn, adjust, and optimize to take your campaigns to profit. Fortunately, we’ve developed a framework for that which we will disclose in future journals.

(No “secrets”, “hacks”, or “tricks”— just a super straightforward framework that you can use to launch and optimize any ad campaign).

Social Media: Growth With Powerful, Metric Driven Social Media Campaigns

Every business wants to “be on social media” or “develop a social strategy.” Only a few of them know what that means.  We’ve been there.

When I started my first business, this is what I did:

  • I created accounts in a few social networks.
  • I looked up “best times to post” for each social channel.
  • We posted the same message+hashtag+image+link combo everywhere.

I got zero results and abandoned the social accounts. Sound familiar?

I made a common mistake:

Because we use social media in our daily lives, I thought we automatically knew how to use social media for business.

A lot has changed since those days. To be successful at social media marketing, you need a
strategy that covers three main components:

  • Monitoring social channels (even when you’re
    not actively participating)
  • Creating and distributing world-class social
    media content
  • Converting social media audiences into leads
    and customers

Web Analytics: Growth by Figuring Out What Works (and What Doesn’t)

This is the most fundamental skill a digital marketer must have. While analytics is a specialization on its own, every digital marketer must develop at least a basic level of web analytics skills to be any good.

Simply put, digital marketers rely on data to determine what works and what doesn’t. With that said, digital marketing data is definitely a double-edged sword. With hundreds of metrics and thousands of ways to slice and dice them, it’s easy to feel overwhelmed by the data—believe me, I’ve been there.

But guess what? I’ve got really good news for you. Most businesses can get away with just FIVE metrics or less.

Yes, you read that correctly.

In most businesses (and I’m talking even massive venture-backed companies), you’re much more likely to track too many metrics, than you are to track the ones that are most important for your business.

You just need to figure out which are the right five metrics to track. A.K.A you need an analytics strategy, some we have over at Dropshyp to understand where we should invest our time and money.

I hope this journal entry helped you understand why Asqot stands out from the crowd, because we are fully transparent and want all of our clients, big and small to succeed in this ever-changing world.

Don’t forget to check back in for more journal entries where we will divulge some of our own secret formulas to digital marketing success.