When you hear the term digital marketing, what comes to mind? Is it social media or pay-per-click advertising? Well, there is much more to it than that. Digital marketing encompasses a variety of strategies that help businesses achieve their goals through digital channels.
Digital marketing is becoming a significant part of our lives today. From email newsletters to ads on Facebook, companies around the globe rely on digital marketing to reach out to customers. The goal of every company is to increase its sales and profits. And for them to succeed, they need to develop a solid online presence.
In this article, I’ll cover the three pillars of effective digital marketing into which everything else falls.
Most industries use digital marketing today because it offers several advantages over other forms of marketing. According to HubSpot, the top 3 benefits of digital marketing include increased brand awareness, improved customer service, and lower costs. These reasons alone should convince businesses to embrace the online space.
The 3 Pillars of Effective Digital Marketing
Lead Generation: How to Generate Leads from Online Channels
Lead Generation is critical to any successful digital marketing strategy when discussing the core components of effective digital marketing. However, many marketers struggle to figure out how to implement lead generation strategies within their companies effectively.
Here are some tips to keep in mind to succeed with lead generation.
1. Understand What Leads Are
Before generating leads, understand what information you want to capture. Several different kinds of leads exist in the digital world. For example, there are:
- Qualified leads are individuals who meet specific criteria set by your company or brand. They may be interested in purchasing something but aren’t quite ready to buy.
- Unqualified leads are individuals who aren’t interested in anything right now. Instead, they’re just browsing around your site.
- Opportunity leads are individuals you’ve met before and found interesting. When these individuals interact with your content, they become qualified leads.
2. Capture More Qualified Leads With Content
Content plays a huge part in lead generation. As consumers spend more time viewing content, businesses must provide something compelling that keeps users engaged. To attract qualified leads, make sure your content is engaging and relevant.
For instance, consider creating a blog that shares fashion trends if you sell clothing. Be sure to share your latest fashion finds so readers can follow along.
Other examples include:
- Sharing industry news
- Writing articles based on current events
- Providing helpful tutorials
- Offering guides and resources
- Giving away giveaways
Lead Capturing: How to Get More Prospects on Board
Digital marketing is a vital part of operating a successful business these days. According to Hubspot, 80 percent of B2B buyers research products online before making a purchase decision, so it makes sense to advertise your company online. This is why lead capturing is one of the pillars of effective digital marketing.
Let’s talk about how to use digital marketing techniques to attract customers and turn prospects into leads. Here’s a list of steps you should consider if you want to capture leads effectively:
1. Use Search Engine Optimization (SEO) Techniques
Search engine optimization is an effective strategy to drive traffic to your site. SEO involves optimizing your content for search engines like Google, Bing, Yahoo, etc., ensuring that your web pages load quickly.
2. Create Landing Pages
Landing pages are like mini-websites that lead visitors to another page within your site. They allow you to track conversions from initial visits to your site. For instance, when a visitor lands on your landing page, he may sign up for your newsletter, download a product brochure, or fill out a form.
3. Build Email Lists
Email lists are valuable tools for capturing leads, especially in B2C businesses. When prospective customers sign up for your email list, you can communicate via email and nurture their interest over time.
4. Target Social Media Channels
Social media platforms like Facebook, Twitter, LinkedIn, Instagram, etc., are excellent places to target leads. You can promote your brand and build relationships with your audience through social media posts.
5. Monitor Conversions
You should set goals for your conversion rates. For example, you may wish to achieve a 50% conversion rate, meaning that half of all visitors will convert into leads. Once you achieve this goal, you’ll know that you’ve reached a level of success.
6. Measure Results
Once you’ve met your goals, measure the results and adjust accordingly. Are you receiving the same number of conversions? Is your conversion rate increasing? Adjust your tactics until you find the best combination of strategies that works for your business.
7. Automate Lead Capture
Automation software allows you to automate tasks and processes without needing to perform them manually. While automation saves you time, it also reduces human error.
Lead Nurturing: How to Keep Them Coming Back
Lead nurturing is another of the pillars of effective digital marketing. Without proper lead nurturing, leads may become uninterested and lose interest in your brand. Therefore, it is imperative to nurture your leads properly. Here are some tips to follow to nurture leads effectively.
1. Create a Lead Nurturing Plan
Before you begin nurturing leads, you must first establish a plan. Developing a lead nurturing strategy requires identifying the right content to share with your leads. Content creation doesn’t end when the lead forms; you must continue providing value over time.
2. Use Social Media Channels Effectively
Social media platforms like Facebook, Twitter, LinkedIn, Instagram, Google+, Pinterest, etc., are all effective methods for lead nurturing. However, make sure you’re reaching out to the right audience. For instance, focus on Facebook if you’re trying to reach millennials. On the other hand, if your target is baby boomers, try to connect with them on LinkedIn.
3. Be Consistent
With so many different channels available, it’s very easy to forget about one platform or another. To ensure consistency across all channels, set reminders and schedule posts ahead of time.
4. Know When to Stop
You don’t want to overwhelm your leads with too much information. Instead, stick to relevant updates and promote special events and promotions.
Let’s Wrap It Up
In today’s world, digital marketing is an essential aspect of any business. As we discussed, effective digital marketing has three pillars: lead generation, lead capturing, and lead nurturing. Companies can use these methods to grow their customer base and increase their sales and profits.