Description: Given the vast nature of digital marketing, it is natural to see some fields get forgotten and ignored. In this article, we discuss important parts of digital marketing all marketers should pay attention to.
Digital Marketing
In a field like digital marketing, it can be difficult to keep track of all the moving parts. A well-run campaign is one that can handle every aspect of digital marketing well, from writing SEO-friendly content to managing backlinks and creating solid email marketing content.
However, the perfect marketing campaign does not exist. There are always areas that are ignored and forgotten that end up coming back and haunting the marketers at the helm. Given how digital marketing is gaining popularity, it has become even more vital to understand for marketers to know the parts of the field that tend to be forgotten.
An increase in competition has been a central theme in most discussions surrounding digital marketing. However, there is a key gap in the quality of knowledge digital marketers have about the field. While there are common topics most marketers are aware of, there are other finer aspects of digital marketing that are crucial to the success of a campaign and remain largely unknown.
Take any digital marketing course offered by a popular training institute. The curriculum naturally covers key topics such as SEO and SEM. However, how many such courses cover topics like content marketing on a deep level? How many courses teach students a comprehensive way to learn content writing? Not many, because the ability to create content is amongst the finer details of digital marketing most marketers glaze over.
In this article, we will discuss five key aspects of digital marketing that tend to be forgotten and ignored during the course of a campaign.
Content Optimization across the Board
Every digital marketing campaign seeks to ensure that the content published across different channels meets a general quality standard. Content is seen more as a formality to be fulfilled, while other statistical factors like reach are given greater credence.
The reason most digital marketing campaigns do not perform to expectations is that none of them check content for its optimality with respect to the people who are going to be reading it.
For example, consider a digital marketing campaign being run to promote a life insurance company. One way of writing content for the campaign is to explain the various details and benefits of the services being offered by the company plainly. The logic behind this is simple. Most people the campaign considers to be the core audience will be informed about the many upsides of choosing the company being promoted for all life insurance needs.
This approach to creating content, while having its own merits, is likely to fail. This is because there are many other companies in the market who may offer similar life insurance plans. The USP of a company cannot simply be its products. The way a company presents itself through marketing has a key role to play in the success of a digital marketing campaign.
Continuing with the same example, consider the same life insurance company taking a different approach to the content it creates for a campaign. According to the nature of its audience, the life insurance company decides to create content which appeals to readers on an emotional level. After all, life insurance is a back-up solution if things go bad. An appeal to customers on an emotional level is a much better way to target customers and bring them on board. This way, a company can truly set itself apart from the competition.
In every part of a digital marketing campaign, there is a need for creating content that strikes at the heart of the target audience and increases the engagement generated.
Do check: Ideal content marketing strategy
The 80/20 Rule
The 80/20 rule is an effective way of organizing a digital marketing campaign. According to the rule, 80% of the time in a digital marketing campaign should be focused on interacting with other brands and customers. The rest of the time should be devoted to promoting one’s own content.
The reason for this lopsided approach is simple. Most people on social media and other digital channels do not like social media profiles that are too self-promotional and advertorial. This is especially true for small brands and startups that do not have a lot of name recognition.
In the current marketing climate, inbound marketing has become the norm. In inbound marketing, brands seek to lure prospects towards the brand by providing quality content and information to prospective customers.
With content, brands can begin to establish a dialogue with a segment of their audience and create trust. By appearing overtly promotional all the time, a brand is primed to lose its credibility.
Email Marketing
In a typical digital marketing campaign, intense focus on the like of search marketing and social media often leads to marketers removing email marketing from the campaign altogether.
The decision is based partly on making more efficient use of the resources at hand. However, this exclusion of email marketing often comes at a cost.
By pure numbers, email marketing is amongst the most highly-effective digital marketing techniques. This is because people tend to be more attentive on social media and have a generally high attention span. Thus, marketers can use email marketing to interact on a deeper level with their prospective customers through email.
There are many ways to make sure an email campaign performs to optimal levels. The general principles tend to cover basic factors like writing creative promotional emails, using quality CTA buttons, keeping a highly-motivated email list, and mapping email prospects through a sales funnel.
Email marketing can also be an effective tool in case the digital marketing campaign wishes to engage in remarketing. Remarketing is a technique used to target leads and prospects who opted out of making a purchase after declaring their interest first. A typical example is people adding items to their shopping carts on online retail stores and not buying them. With email marketing, brands can remarket their offering to the target audience effectively.
Do check: how to boost traffic with email marketing?
In Conclusion
In conclusion, this article covers three main parts of digital marketing that are often ignored and forgotten in a campaign. With these three aspects of digital marketing, beginners, as well as experienced professionals in the field, can imbibe unique practices and techniques of the field.
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