What Is Digital Marketing and What Do I Actually Do For A Living?
I get it. Digital Marketing sounds a bit complicated. A sort of ‘up there and over my head’ idea. The word itself doesn’t really help to explain what it is either.
Even my friends and family (as much as they wholeheartedly try) don’t fully understand what I do. If asked at a family do or the local shop, my nearest and dearest often refer to my business as ‘something on the web’ or ‘I don’t know, something to do with Google’. They give it a good go to explain what Zest does (and they do a pretty good job), but to be fair I don’t think the industry makes it very clear what we as digital marketers do, or why we do it.
So, I thought I’d try and demystify it, for you, and for my family and friends, as the industry is clearly something that needs to be made clearer.
What is Digital Marketing?
So, in simple terms, Digital Marketing has the same goal as Traditional Marketing (leaflets, brochures, tv ads, radio ads) - to get the word out there about your business, and drum up more sales. The difference is that Digital Marketing is done using the tools that the internet offers instead (hence ‘digital’). Digital and Traditional Marketing basically try to achieve the same thing, but use different methods of achieving it.
The theory behind digital marketing is that the number of people that are using the internet to discover new products and services has grown significantly when compared to traditional methods such as leaflets and newspapers. As such, businesses are beginning to create plans for how to use digital marketing to reach these people and make them aware of their products/services. This is where I come in. I help businesses use the internet to raise awareness and get more sales.
There are many different tools and ways of achieving that goal, and my business focuses on the 3 main areas I believe are the most worthwhile - SEO, Social Media, and PPC.
Let’s say you’re on holiday in Leeds and you fancy an italian meal out tonight with your partner. As you’re in a new city, you aren’t sure where to go to have a decent meal. Chances are you grab your phone, go onto Google, and type in ‘Best Italian Restaurant in Leeds’ or something of the like.
Now the SEO bit comes in when you realise that the restaurant at number one on that page didn’t just appear there by chance. They did it using SEO. Google created an Algorithm years ago to basically decide which website (and company) they thought should be at number one. It takes into account over 200 factors, has never been released to the public, and gets amended almost monthly to keep up with the latest decision making factors e.g. reviews, images etc. To experienced SEO professionals though, the essentials stay constant. I consistently and carefully make sure all my clients websites adhere to Google’s published guidelines and best practices. This way the website favours the algorithm, helps beat the competition and gets to the number one listing, with the theory that people will click on the number one listing first, which is my client, and visit my client's restaurant instead of their competitors.
Facebook and Instagram are now hugely important to our daily lives. We obsessively check them at least 5 times per day and have a little scroll through. When the tv adverts come on, we pick up our mobiles, and flick through Facebook. THAT is ultimately where our attention is.
So, as a business owner, you need to be focussing your marketing attention on these platforms. That way you can ensure you get maximum eyeballs on your products and services. Thus get maximum chances of making that sale.
As a social media manager, I set up companies social media accounts for them from scratch. I post updates regularly on their behalf. Also I engage with prospects that are commenting and sharing the page. Then I help to foster the relationships that businesses have with their customers on social media. This means right from discovery to purchase and recommendations.
Also known as Pay-Per-Click Advertising, this form of marketing means you literally only pay often when someone actually clicks on your advert (hence ‘pay per click’).
PPC essentially falls under 2 main categories with me and Zest, Facebook Ads and Google Ads. There are many others like Twitter Ads and LinkedIn ads, but I stick with what I personally believe works: Facebook and Google.
Facebook Ads offer the ability for a business to advertise its products and services to a specific group of peopleFor example if you were selling Wedding Flowers and your business is happy to travel a maximum radius of 40km from Reading, you can target people who live in Reading with a 40km radius around that location, have recently gotten engaged and/or friends of couples who have just gotten engaged, and are currently looking at Wedding Venues and Wedding Planners (aka planning their wedding already). You can then serve an advert promoting your beautiful wedding floristry service to those exact people for a fraction of the cost of a traditional newspaper ad. With a newspaper ad you cannot define the type of person reading it, and calculating your return on investment is very tricky. With Facebook Ads, you have precise targeting and a lot of data to measure ROI.
Google Ads offers the chance to advertise your business directly to people already searching for what you sell. You only pay each time your advert is actually clicked on. Ao you’re only paying for the clicks from interested people who are taking action. You can target a specific region or location and you can make changes as the campaign goes along. Again, this type of marketing is relatively easy to measure ROI.
I hope this has helped to demystify the world of Digital Marketing for you. The whole point of the industry is to get more people aware that you and your company exists. Then to present the brilliant reasons to buy from you. Finally to get you more sales.
I love what I do, and I get a real buzz when I see things really moving forward for clients. If you ever want to chat about how digital marketing might be able to help your business, feel free to email me at firstname.lastname@example.org or visit https://www.zestformedia.com