Digital Marketing: The Game Plan for Winning Online

What is digital marketing

What is digital marketing, and why does it matter? That's what I plan to discuss today. I'll break down everything you need to know in a way that’s not only digestible but also actionable.

First let’s discuss why it’s so essential to your business.

Why Does Digital Marketing Matter?

In today’s digital age, if you’re not online, you're invisible. Digital marketing isn’t just a buzzword thrown around at networking events; it’s the backbone of successful businesses.

Picture this: the world’s biggest stadium filled with billions of potential customers. That’s the internet for you. Now, imagine trying to shout from outside the gates hoping someone hears you. Sounds futile, right? That's what ignoring digital marketing feels like. Digital marketing is the megaphone that carries your voice across this vast stadium. It's how you ensure your message not only reaches but resonates with your audience, driving engagement, conversions, and, ultimately, revenue.

The World’s Moved Online. Period.

Those days are as gone as the dodo. Today, giants like Google and Facebook aren’t just playing in the big leagues; they are the big leagues, outpacing traditional media behemoths in the revenue game. Why? Because that’s where the people are. Stuck to their screens, from the moment they wake up to the second they crash. Your audience lives online, breathes online, shops online.

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Evidence? Look around you. Every second person’s scrolling through their phone—be it in line for coffee, at the movies, or while waiting for the bus. We’re talking about a whopping 5.44 billion mobile phone users worldwide. The internet? It's ballooning to 5.16 billion users. And social media? A staggering 5.04 billion souls are engaging, sharing, and, most importantly, buying.

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From Global Giants to Local Legends

Think digital’s only for the big sharks? Think again. Local is the new global. That corner store? The local bakery? They’re finding their customers online. A survey by Digital.com showed that 43% of people whip out their smartphones to do a local search before stepping foot in a store. Digital marketing isn’t just leveling the playing field; it’s handing the playbook to anyone savvy enough to take the game online.

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The Data Game

Digital marketing gives you something billboards never could: feedback. Real, actionable data. Who’s buying, who’s just looking, and who’s about to click ‘buy’. Tools like Google Analytics aren’t just tools; they’re your eyes and ears in the digital realm, letting you tweak, refine, and perfect your strategy based on real user behaviour.

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Engaging Beyond the Ad

Engagement isn’t just a buzzword; it’s the secret sauce of digital marketing. Why? Because engaging content on social media or a killer blog post can do more than any ad ever could. It builds relationships, fosters trust, and turns casual browsers into loyal customers. HubSpot backs this up, stating that 56% of people who read a blog post might end up buying something. That’s the power of content.

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The ROI Reality Check

Here’s the bottom line: digital marketing gives you more bang for your buck. Forget spraying your budget across traditional media and praying something sticks. Digital lets you target with sniper precision, ensuring your euros are working as hard as they can.

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Stay Ahead or Get Left Behind

Your competition? They’re not sleeping. They’re online, targeting your customers, engaging with your audience. Digital marketing isn’t just an option; it’s the arena. And if you’re not in the fight, you’re on the sidelines.

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The Pillars of Digital Marketing

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In the world of digital marketing, you’ve got two heavy hitters: online and offline. But let's be real, the online arena is where the magic happens. That’s where we're going to zoom in, dissecting the beast piece by piece to see what makes it tick. We’re talking about the core elements that make up the online marketing universe. Buckle up; we’re about to dive deep into each component.

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1. Knowing Your Audience:

It’s like planning a party. You wouldn’t serve steak to vegetarians or play heavy metal for a crowd that loves jazz. Understanding who you’re talking to, their preferences, and pain points is crucial. Use data to drill down into demographics, behaviours, and interests. This isn’t just about being heard; it’s about being heard by the right people.

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2. SEO (Search Engine Optimisation):

Imagine Google as the most exclusive club in town. SEO is your VIP pass. It’s about optimising your content to not only get you through the door but to the front of the line. Keywords, backlinks, and quality content are your currency here.

SEO is your website’s secret weapon to climb to the top of Google’s mountain. Think of it like training for a marathon. You don’t just wake up one day and decide to run it; you prepare, you strategise, and you sweat it out. A recent study by BrightEdge into a diverse mix of business websites uncovered that a whopping 53% of their total website traffic was fueled by organic search. When it comes to B2B traffic, the percentage of traffic from organic search is even higher than average at 64%.

Here’s how you get your website in shape with SEO:

1. Keyword Research: This is your map. Knowing the right keywords is like understanding the course of the marathon. You need to know the terrain to plan your route.
2. Content Quality: Quality content is your stamina. It’s what keeps you going, keeps the audience engaged, and makes Google take notice. It's not just about stuffing keywords; it's about delivering value that keeps readers coming back for more.
3. User Experience & Page Speed: This is your gear. Just like you need the right shoes to run, your website needs to be fast and user-friendly. Slow pages are like blisters; they’ll slow you down and make your visitors bounce. Even more, 53% of visitors will leave a website if it takes more than 3 seconds to load.
4. Monitoring Analytics: Here’s your training feedback. Analytics tell you what’s working and what isn’t. It’s like checking your pace and adjusting your strategy mid-race to ensure you cross the finish line.

Patience and consistency are your best friends here. SEO might not shoot you to the top overnight, but steady effort can bring astounding results. Want proof? Let’s talk numbers:

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• Learn how Zapier gets 1.6M monthly search visits from their blog.
• or how social media management tool Later skyrocketed it's organic traffic from 1.2 to 3.1 million visits. In 1 year.

These aren’t just success stories; they’re your playbook. By focusing on SEO, you’re not just hoping to get noticed; you’re putting in the work to ensure you’re seen, visited, and engaged with. It’s a long game, but the finish line is worth it. Ready to start running?

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3. Content Marketing

This is the soul of your digital presence. Whether it’s blogs, videos, podcasts, or infographics, content marketing is about adding value. It’s not just about selling; it’s about connecting, educating, and entertaining. The goal? To turn casual browsers into loyal fans.

Gary Vaynerchuk often hits the nail on the head when he says, “Content is king, but context is God.” That's content marketing for you – not just throwing out what you make, but wrapping it up in stories that resonate, stick, and ultimately convert.

Content marketing is about rolling up your sleeves and creating content that’s not just seen but felt. It’s the art of crafting messages that don’t just shout into the void but speak directly to the soul of your audience. Whether it’s through gripping blog posts, insightful long-reads, captivating videos, email sagas, or eye-catching infographics, the essence is to deliver value that sticks.

This isn’t about hard selling; it’s the smarter play. You’re not just selling a product; you’re selling a story, an experience, a solution. You’re addressing the real issues your audience faces, entertaining them, and educating them, all in one go. It’s this mix that forges a deeper connection with your audience, transforming casual viewers into loyal fans and, eventually, avid buyers.

Trust and engagement are the pillars that support your entire strategy. Thanks to a relentless commitment to fresh, quality content, you’re not only staying on Google’s good side but also building a brand that people trust and talk about. According to the Content Marketing Institute, a staggering 75% of marketers found that content marketing was critical in boosting brand trust and awareness.

Yet, let’s not sugarcoat it – content marketing is a marathon, not a sprint. It demands time, creativity, and consistency. But the payoff? Worth every second.

Take HubSpot, for instance. They’re the heavyweight champs of content marketing, weaving together blogs, newsletters, videos, and podcasts into a seamless tapestry that educates and engages. With their arsenal of freebies - templates, e-books, workbooks, courses - they’ve turned their site into a veritable treasure trove that keeps audiences coming back for more.

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4. Social Media Marketing:

Social platforms are where conversations happen. It’s where you get to be part of your audience's daily lives. With the right mix of content, engagement, and personality, you can turn your brand into a trusted friend.

Social media marketing? It’s your digital handshake, your chance to say, "Hey, I’m here, and I’ve got something you’re gonna love." It’s about pumping out content that doesn’t just sit there but speaks, engages, and calls your audience to action. We're talking blogs that ignite conversations, videos that go viral, and posts that get shared across the globe.

Step one: pick your playground. Whether it’s Instagram, Twitter, LinkedIn, or TikTok, it’s about knowing where your people hang out and meeting them there. Step two: talk their language. Create content that hits home, that makes them nod, laugh, or even better, hit that share button. And don’t just talk at them; talk with them. Reply to their comments, share their stories, be a part of the community.

And hey, don’t shy away from throwing a few euros behind your best stuff. Paid ads on social media? That’s your sniper rifle. Precision targeting based on age, interests, behaviours – it’s like having the cheat codes to the game.

The power move here is leveraging that vast ocean of users. Social media puts the world at your fingertips, offering a stage to make your brand a star. But, with great power comes great competition. Standing out means being bold, being different, and sometimes, being ready to play by the ever-changing rules of these digital giants.

Need inspiration? Cast your eyes on GoPro. This brand has turned Instagram into an adrenaline-pumping showcase of user-generated content. By sharing thrilling photos and videos captured with their cameras, they’ve not only shown off their product's capabilities but have also built a community of adventure seekers and photography enthusiasts. It's a masterclass in making your audience the heroes of your brand story. It’s about finding your voice, your edge, and having the courage to shine a spotlight on it.

In the end, social media marketing is not just about selling; it’s about connecting, engaging, and building a tribe so loyal they can’t help but choose you, every single time.

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5. PPC (Pay-Per-Click) and Paid Media:

Strap in, because we're about to launch into the turbo-charged world of search engine marketing (SEM). Picture this: a battlefield where visibility is king, and your weapon of choice? Cold, hard cash. We’re talking a juggernaut industry set to blast past $272 billion in the U.S. alone by the end of 2023. This isn’t just big; it’s colossal.

SEM is your fast pass to the front of the line, bypassing the organic grind with some well-placed bets. Pay-per-click (PPC) advertising is the name of the game here. You pick your battles (keywords), lay down your bets (bids), and boom—your ads are front and center, ready to grab eyeballs the moment someone searches for anything remotely related to what you’re selling.

But here’s the kicker: you’re only coughing up the dough when someone actually clicks. Sounds fair, right? You’re not just throwing money into the void; you’re paying for real, tangible interest.

Now, don’t get it twisted—SEM can turbocharge your traffic faster than SEO, but it’s not for the faint of heart or the shallow of pocket. Without a solid game plan, you could be pouring money down the drain.

Let's shift gears and talk about a company that’s crushing it in the SEM space: Zappos. This online shoe and clothing giant has turned Google Ads into its personal catwalk, showcasing its vast inventory to shoppers exactly when they're most eager to buy. Through a mix of razor-sharp keyword targeting and ads that hit the sweet spot of search intent, Zappos turns searchers into customers with enviable efficiency.

Zappos isn't just throwing darts in the dark; they’re backed by a squad of digital marketers testing, and refining their approach to ensure every dollar spent works harder than a pair of hiking boots on a mountain trail.

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In essence, SEM is about getting your brand the spotlight it deserves, instantly. It's for those ready to play the game with strategy, precision, and a willingness to invest in results that are as immediate as they are impactful.

6. Email Marketing:

Far from being old school, email marketing is your direct line to your audience. It’s personal, customisable, and incredibly cost-effective. Whether it’s newsletters, promotions, or updates, email keeps your audience engaged and informed. Email marketing offers the highest ROI compared with other digital marketing strategies.

Alright, let's crack the code on email marketing, the heavyweight champion of digital marketing strategies. Imagine having a direct line to your audience’s inbox, where your message isn’t just another drop in the digital ocean but a personalised invitation to engage, learn, and shop. That’s the power we’re tapping into.

First off, you've got to get people to willingly hand over their email. How? By offering them something they can't resist (lead magnets: freebies like ebooks, discount codes, or exclusive content) right before asking them, "Hey, wanna stay in the loop?" (opt-in forms: those little boxes where folks type in their email to say "yes, please"). And sometimes, they're so into what they're buying from you, they'll just tick a box to keep hearing from you.

Now, you’re sitting on a goldmine: a list packed with emails of folks who are actually interested in what you’ve got to say. This is where the magic happens. You start crafting emails so targeted, so segmented, that each message feels like it’s been written for one person and one person only. We’re talking about customisation that makes every subscriber feel like the VIP at the party.

The beauty of email marketing? Precision targeting meets unmatched personalisation. You can slice and dice your list any way you want, ensuring your message resonates every single time. Plus, you’re playing with actionable metrics that let you tweak, refine, and perfect your approach.

But hey, it’s not all sunshine and rainbows. You’ve got to navigate the treacherous waters of legal compliance. Make sure you’re playing nice with laws like the CAN-SPAM Act and GDPR, or you’ll find yourself in hot water fast.

Need a source of endless inspiration? Check out Milled.com. It’s like the secret playbook for email marketing pros, brimming with examples that’ll get your creative juices flowing.

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Offline Digital Marketing

Alright, let's flip the script and talk about the dark horse of the marketing world: offline digital marketing. I know, it seems a bit contradictory at first—offline and digital together? But this is where the old school meets the new school, and trust me, it's where some serious magic happens.

Diving into the World of Offline Digital:

Think cell phones, radio, TV—classic channels that have been around since your grandma was skipping rope. But here’s the twist: they’re getting a digital facelift. We're not just talking about blasting ads into the void. We're talking about smart, targeted strategies that cut through the noise—like SMS marketing and QR codes that bring the digital game into the real world.

SMS Marketing: The Unsung Hero

Let’s talk about SMS marketing. It’s like having a direct line to your customer's pocket. And guess what? People actually want to hear from businesses this way. It's fast, it's personal, and it respects their time. With texts having a 98% open rate, you’re basically guaranteed eyeballs on your message.

And here’s the kicker: 90% of those texts? They’re cracked open within the first three minutes. Imagine the power of sending a flash sale text and knowing nearly every single person is going to see it almost immediately.

Permission is key—you gotta make sure they’re opting in. But once they do, you’re golden. From firing off instant deals to sending gentle nudges about an upcoming sale, SMS marketing is the quiet powerhouse of offline digital marketing.

Three-Eyed Raven

Alright, let's roll out the red carpet for a case study that's cooler than the North in "Game of Thrones" (GOT). Imagine HBO, sitting on their throne, looking down at their kingdom of 18.6 million viewers per episode. They're thinking, "Commercials? Facebook posts? Please, we play the game of thrones. We need something that'll make the seven kingdoms sit up and pay attention."

Enter the dragon: a campaign so slick, it's got the Three-Eyed Raven delivering personalised text messages right to fans' pockets. This isn't your garden-variety reminder service. Oh no. We're talking about cryptic clues, sneak peeks, and links that pull you deeper into the world of Westeros than ever before.

The result? A whopping 70,000 subscribers hitched a ride with the Raven within just two months. Talk about rallying the troops. This campaign didn't just remind fans to tune in; it built an army of anticipation, setting viewership records on fire faster than you can say "Dracarys."

HBO took SMS marketing, flipped it on its head, and rode it to victory, proving that when you play the game of phones, you win or you... well, let's just say you win.

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QR Codes: Not Just Black and White

And then there’s the world of QR codes. These aren’t your average barcodes. They're like portals to the digital dimension, ready to whisk you away to websites, apps, and more with just a quick scan from your phone.

No more app downloads needed; your smartphone camera does all the heavy lifting. It's about bridging the gap between the physical and digital worlds in a snap.

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Coinbase's SuperBowl Ad

Diving back into the mystical world of QR codes, let's spotlight a game-changer that took the Super Bowl by storm: Coinbase. Picture the biggest advertising stage in the U.S., where giants clash not on the field, but in the commercial breaks, each vying for the crown of most memorable ad.

Coinbase didn’t just enter the arena; they flipped the script with a bouncing QR code, reminiscent of the classic DVD screensaver, bouncing around the screen. No flashy celebrities, no million-dollar CGI effects, just a QR code and the curiosity of millions. Scanning it led viewers straight to Coinbase's platform, offering a gateway to the world of cryptocurrency.

The outcome? An unprecedented surge of traffic so massive it momentarily crashed their servers. Talk about making an impact. Coinbase leveraged the simplicity of QR technology to cut through the Super Bowl ad clutter, proving that sometimes, the most straightforward approaches can lead to the most groundbreaking results. In a world where attention is the hardest currency, Coinbase hit the jackpot, showing that with a bit of creativity, QR codes can open doors to digital treasure troves.

Offline digital marketing isn’t just hanging on by a thread; it’s innovating, transforming, and proving that there’s plenty of life beyond the web. It’s about integrating the digital prowess into the tangible world in a way that feels seamless, personal, and downright smart. So, ready to think outside the browser?

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Strategy: The Blueprint of Success

Having the tools is one thing; knowing how to use them is another. A digital marketing strategy is your game plan. It’s about setting goals, choosing the right tools for the job, and then measuring, tweaking, and improving. Think of it as your roadmap in the digital jungle.

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1. Setting Goals and KPIs:

Start with the end in mind. What do you want to achieve? More traffic (read: people visiting your website)? Better conversion rates? Increased brand awareness? Set SMART goals—Specific, Measurable, Achievable, Relevant, Time-bound. Then, identify the KPIs (Key Performance Indicators) that will tell you if you’re on the right track.

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2. Understanding Your Audience:

This can’t be overstated. Use analytics, surveys, and social listening to get under your audience's skin. What do they need? What do they care about? The more you know, the more you can tailor your strategy to meet them where they are.

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3. Content Is King (But Distribution Is Queen):

Creating killer content is only half the battle. The other half is getting it in front of people. SEO, social media, email marketing—your distribution strategy is what ensures your content doesn’t just sit on a digital shelf gathering dust.

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4. Testing and Optimisation:

The digital landscape is always changing, and what works today might not work tomorrow. That’s why constant testing, learning, and adapting are key. Use analytics to track performance, A/B testing to compare strategies, and always be on the lookout for new opportunities to optimise and improve.

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The Future of Digital Marketing

Digital marketing is not standing still. From AI and machine learning to augmented reality and beyond, new technologies are continuously reshaping the playing field. Staying ahead of the curve means being open to innovation, willing to experiment, and ready to pivot.

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Artificial Intelligence:

AI is not just about robots taking over the world. It’s about smarter, more personalised marketing. AI can analyse data at a scale no human ever could, predicting trends, automating tasks, and personalising experiences in real-time. Imagine delivering the perfect message to the perfect person at the perfect time, effortlessly. That's the power of AI in digital marketing.

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Artificial Intelligence:

AI is not just about robots taking over the world. It’s about smarter, more personalised marketing. AI can analyse data at a scale no human ever could, predicting trends, automating tasks, and personalising experiences in real-time. Imagine delivering the perfect message to the perfect person at the perfect time, effortlessly. That's the power of AI in digital marketing.

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Augmented Reality (AR):

AR adds a layer of digital interaction to the real world. From virtual try-ons to interactive ads, it’s transforming the customer experience. Imagine browsing a furniture website and being able to visualise how a sofa looks in your living room before buying it. AR makes this possible, enhancing engagement and reducing purchase hesitations.

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Voice Search and Smart Speakers:

As more people invite Alexa, Siri, and Google Assistant into their homes, optimising for voice search becomes crucial. The key here is to understand the conversational nature of voice queries and to optimise content accordingly. It’s less about keywords and more about natural language, answering questions people are actually asking.

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Video Marketing:

Video isn’t just one piece of your marketing plan; it’s central to your outreach and campaign efforts. Video accounts for over 82% of all internet traffic. From short-form videos on platforms like TikTok to long-form content on YouTube, video is where your audience’s attention is at. It’s engaging, easy to digest, and shareable, making it a powerful tool for marketers.

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The Dutch Merchants Approach to Digital Marketing

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1. Go All In:

When you commit to a strategy, do it with conviction. Half-measures don’t cut it in the digital world. Test aggressively, invest in what works, and don’t be afraid to cut what doesn’t.

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2. Value First:

Always provide value. Whether it’s a blog post, a video, or a social media update, make sure it adds something to your audience's day. Whether it’s solving a problem, answering a question, or just making them smile, value is what builds trust and loyalty.

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3. Personalisation is Key:

In a world of mass marketing, personal touches stand out. Use data to tailor your messages, segment your audience, and deliver content that resonates on a personal level. Remember, you’re not just broadcasting messages; you’re building relationships.

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4. Be Relentlessly Authentic:

The internet is full of noise. Authenticity cuts through it. Be true to your brand voice, stay consistent in your messaging, and don’t try to be something you’re not. People connect with people, not faceless brands.

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Final Thoughts: It’s a Marathon, Not a Sprint

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Digital marketing is an ongoing journey. It’s about building a presence, nurturing relationships, and adapting to changes. There will be wins and losses, but the key is to keep moving forward. Learn from your mistakes, celebrate your successes, and never stop experimenting.

Remember, the ultimate goal of digital marketing isn’t just to sell; it’s to connect, engage, and build a community around your brand. So take the leap, commit to the journey, and watch as the digital world opens up endless possibilities for your business.