The Beginners Guide to Digital Marketing – Part 1

We live in an increasingly digital world. If you want to get your ideas, products and services out into the marketplace it’s important that you’re able to engage with your audience online. Our guide explains some key components of digital marketing, and how they can fit together to help boost your business.

1. Website

Your website is the most important part of your digital marketing strategy. Think of it as your home on the internet. It’s often the first impression that any potential customer or collaborator will have of your business. A poorly designed website can ruin all of your other marketing efforts (including word-of-mouth and face-to-face sales).

  • Make sure you have a clear value proposition front and centre. Studies show that you only have about 10 seconds to get your website visitors to understand what you do and how you do it.
  • Have a strong call-to-action. It should be obvious to the web visitor what the next step is in the sales process.
  • Know your audience and make sure you content is relevant and speaks directly to them.
  • Don’t hide your contact info. Make it easy to find on every page.

2. Search Engine Optimisation (SEO)

There’s no point having a beautifully crafted website if no-one can find it. SEO refers to techniques to make your content appear higher in search results on websites like Google and Bing. The first 5 results in Google get 67% of all clicks, so it’s safe to say SEO is very important.

  • Make sure the headings on your website include the top keywords you are targeting. If you’re not sure which keywords to use, Google Keyword Planner can help you out.
  • Blog about things your potential customers would google. Think about the most frequently asked questions you get and write a blog post about each.
  • Get other websites to link to yours. There are many ways you can do this, such as: adding your website to a directory, guest blogging on another website, asking your partners to link to your website or sharing links to your content on social media
  • Make sure you have a Google MyBusiness account set up. If you don’t, it’s easy and you can do it here:

3. Social Media

Social media can help you engage with your customers, increase your brand awareness, improve customer service, convert prospects into leads and boost your SEO leading to increased website traffic.

  • Pick a channel or two (Facebook, Instagram etc.) that’s right for your brand, you don’t need to be on all of them. Do some research and ask your customers which social media channels they use the most.
  • Write and share things that are relevant to your customers, solve their problems, make them laugh and speak in their language. Pull customers in don’t push your messages in their face.
  • Encourage user-generated content. Ask your audience questions, host a competition, let them share their story on your channel.

4. Content

Content is the most important aspect of your digital marketing strategy. Your website needs great content to be effective, your social channels need interesting content to be engaging. All of your marketing efforts would be useless without quality content.

So, what makes great content? It’s all about solving people’s problems. That’s why you went into business and that’s how you are going to market it. You are an expert in your field, so share your knowledge. Help people. Give them advice. Solve their problems. Share it on your blog, share it on LinkedIn – find a medium that works for you.

  • Know your customer. Your product/service solves a problem or a need that a prospective customer may not even know they have. Write about your customer’s situation, about what they know, care and think about. Connect with them so you can educate them on how your product/service can improve their situation.
  • Tell a story. One of the first things you learn in business is that people connect to people, not companies. Use content to tell your story, share you expertise, and create a human connection with your customers.
  • Write about the benefits, not the features. Features talk about your product, benefits show the value your product brings to the reader.

So, now you have a good overview of how your website, search engine ranking, social media and content all work together as part of your digital marketing strategy. But, stay tuned! In Part 2, we will discuss out to distribute and amplify your content via paid advertising and email marketing.

Continue on to The Beginners Guide to Digital Marketing – Part 2.

Meet the author: Katie Grogan

Katie holds a Bachelor of Business Administration (Marketing) from the University of Arizona, where she made the Dean’s List. She is a savvy digital native who blogs, snaps, tweets and engages in various online media and activities for fun, as well as for work. At the University of Newcastle, she managed market analysis and strategy, while coordinating all digital engagement for the GradSchool, servicing 7,000+ postgraduates and recruiting new students. She applies her energy and expertise to harness the power of digital marketing for gemaker’s clients as our Digital Marketing Manager.