13 Steps that Will Help in Digital Marketing

by Mark Bailey

Every year in this decade the media digital channel is growing substantially. Moreover, the digital media spending has surpassed the spending of newspapers and magazines in 2013 and there are no indications that it will stop anytime soon. Experts are predicting that the spending of digital media is going to equal or even exceed television before 2018. It’s worth getting up to speed on digital marketing, if you use any type of media to help your business according to trends. It is also the reason behind the new book from Alexander Kates and Eric Greenberg called Strategic Digital Marketing. Along with eight other people, I am the co-author. They include: Stan Smith, Niel Perkin, Bob Pearson, Mike Moran, Amy Kates, Greg Jarboe, Glen Gilmore and Jeremy Floyd.

Here are the shortlisted 13 steps that will help your crash course in digital marketing:

Marketing is not a monologue now but a conversation

In order to breakthrough to your audience, you had to “Push” messaging via clutter, according to the old marketing paradigm. Now, it’s more likely for messages to get if they carry honesty, authenticity and recommendations so that they can “Pull” consumers through, according to Eric Greenberg and Alex Kates.


A “Liquid Mindset” is required for marketers

Coca Cola is one of the companies who practice this mindset and according to them, the job of marketers is to discover tiny bits of content that are so viral and interesting, they must be shared to the public. That is mainly due to the fact that they allow you to build trust with audiences in order to help spread the word, say Eric and Alex.


The 70/20/10 rule should be followed by content

For many aspects of business planning, the 70/20/10 model is used as a framework. If you wish to apply that model in a content marketing strategy, you should apply 70% to core subject areas; 20% should go to news or innovations, 10% should be new, according to Neil Perkin.


They can’t buy it if they can’t find it

77% of Americans begin their conversation with a search engine on a health-related topic as well as 78% of B2B buyers. Decide which keywords are the most appropriate, integrate them into your content and by measuring progress optimize it, according to Mike Moran.


Try out the mobile marketing

Currently, 96% of companies say that they plan to use or are using mobile marketing, but just 21% have been successful thus far in mobile which according to MediaVest and ANA is a decrease from 2010. Even though mobile options vary from Augmented Reality to SMS, each business has to determine a role for mobile first, the appropriate tactics and for success that scalable a mobile measurement plan, according to Alex Kates.


Plan Videos

Louis Pasteur once said that only the prepared mind is favoured by chance. And that’s exactly what Greg Jarboe realised when, in hostage Jill Carroll’ story, in comparison to all other media channels, video outperformed them. Greg managed to find the video marketing’s playbook which includes editing, lighting, accessories, good camera, storyboard, script and strategy and for YouTube, calls to action, captions, annotations, custom thumbnail and metadata.

Another way to help digital marketing is to possibly hire a video marketing agency in London Redpill, this will surely help you either project your digital marketing campaign or help your digital marketing company promote themselves in the perfect way.


Social media’s storytelling

As human beings, it’s in our DNA to share our discoveries and stories on brands with other people. However, digital marketers have to leverage the social channels’ strength for the abilities of storytelling; like LinkedIn (collect and categorize business contact information), Blogs (long-form storytelling), Facebook (a digital cafeteria) and Twitter (real time) in order to make them as tell-able as possible according to Stan Smith.


It’s important to have a purpose-orientated website

Why bother having a website? It’s not a difficult question, right? When you have defined the purpose, whether it is customer service, be found, secure sales, generate leads or establish expertise, the energy and focus behind the digital effort shifts. But according to Jeremy Floyd, it’s better to have a purpose.


It’s important what you do with data

According to IBM within the last two years, 90% of data in the history of the world has been generated. But this won’t do you any good if you haven’t determined the measurements that are important for your business. These measurements are known as Key Performance Indicators (KPI’s). In order to keep strategy on track, they are the actionable scorecard and they also provide insights that explain the Return on Investment (ROI) and keep it going in the best possible direction according to Rob Petersen.


Use social governance

It makes no difference, if you are small or large business, because it’s good for your industry to examine the right social media guidelines. Some of these steps include putting the right employer policies in place for your particular business, learn more about the National Labor Relations Board Acts, create a social media policy, align business goals with social media goals and buy-in from the “C” suite, according to Glenn Gilmore.


You should use “Next Practices”

You shouldn’t focus on “benchmarks” that explain the past, if you wish to stay on top of an ever-changing area. You have to analyze who has the most success in areas that are important for your industry and for your company, according to Bob Pearson.


Ask the right questions for your organization

Who owns the user experience? Who owns social media? What is the work of the digital function? What belongs in the center? Should digital work be managed as a function? These are just some of the questions you need to ask yourself. The transformation of your digital organization is defined by the answers of these questions, according to Amy Kates.


The desire to change is the first step of becoming better

During the last step Alex and Eric go through the steps to start the Digital Transformation Process and examining the Six Habits of Highly Successful Firms, providing you with the tools to succeed.

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