Digital marketing is a strategy that consists of a mix of content marketing, SEO, video, SEM, PPC (paid advertising), social media, etc and is used to be able to reach a company’s marketing goals. With the help of digital marketing, your company has the opportunity to create more business, build a brand, work with employee branding and much more. Basically, it is about the same with using a strategy as with most things to be able to persevere, evaluate and optimize.
If you are just starting out with your online marketing venture, I can warmly recommend Google’s education “Digital Academy” where you can learn everything from what SEO is, to developing a digital marketing strategy.
Once you have completed that course, you will have all the basic skills needed to get started and start producing and to run your online venture.
Getting started with your own digital marketing does not have to be a gigantic project as it can easily feel like before you get started with it.
The advice that we often give is to start on a reasonable scale. Do not try to do too much at once. You can come a long way just by:
- Making a simple website
- Write blog posts (about 1-2 per month to begin with)
- Write 2-3 really good guides / white papers
- Publish all content on social media with teasers
- Write a newsletter per month
- Set up Google Analytics and Google Search Console (a heatmap is good too, eg Hotjar)
If you are able to keep up this production pace of content, you only need be patient and let time do its thing and you then will see if your digital investment gives you the results you want. The reason why we recommend starting in a small way is partly to have time and opportunity to keep the production of e.g. content up over a long period of time. You should not have run out of energy if you notice that it has not given as much as you initially thought.
If you have, e.g. a company in B2B, you must expect that the sales cycles are about 6-12 months and you should therefore see your online marketing long term. If you stop in the middle, you have probably not given your investment the right chance to succeed and you cannot fully evaluate and optimize until the next time.
It is important that you always measure all the activities you have carried out. Which blog posts creates traffic, which guide / white paper is downloaded the most, how visitors move on your website etc. All this you can measure and see with the help of Google Analytics, Search Console and heatmaps.
How do I measure digital marketing?
Measuring digital marketing is not difficult and as mentioned before, there are many software programs and systems for measuring whether marketing gives any results.
An important part when you start measuring is to set up goals. Without goals, there is nothing to measure against! Examples of goals can be, number of visits to the website, number of leads, number of purchases, average position on a search engine etc.
Some are easy to measure and some are more difficult. For example. it is easy to measure the number of unique visits to the website via Google Analytics while measuring purchases for a B2B company that is attributable to digital marketing can be significantly more difficult if the purchase was not made digitally.
When measuring digital marketing, it is important to measure the same thing over time and continuously. For example, if you measure visits to the website and begin to measure the number of unique visitors during the last 30 days compared to the same period last year, you should continue to measure just that. If you then start measuring the last 60 days and compare with the previous 60-day- period, it will no longer be relevant and cannot be followed up in a good way.
To be able to measure your digital marketing efforts, there are several digital marketing systems, marketing automation systems, inbound marketing tools and more. They can help many companies structure and systematize their digital marketing. Investing in a system can be a good idea but does not suit everyone depending on how far you have come on your digital marketing journey. In a separate blog post, we have reviewed whether you need an inbound marketing tool or not, which may be worth reading if you are considering getting such a tool.
Inbound marketing, Growth hacking, content marketing – without you even noticing
If you have started this process as described above and started producing content, spreading it on social media and measuring how visitors move on your website, you have already started your strategy towards inbound marketing and content marketing. You have created engaging business content (content marketing) and you have created an inbound funnel by driving traffic to the website which will hopefully lead to some kind of action, eg the download of a guide / white paper for which you have received an email address in exchange. Congratulations! Good work!
If you then optimize your content, i.e. based on analysis from Google Analytics and Search Console, you have started your journey as a growth hacker!
It never ends – keep learning and producing
Hope you now got an answer to the question of what digital marketing is? Pursuing a successful digital marketing strategy is based on always keeping up with what is happening in market trends and above all how search engines update their algorithms. It is important to always start from data when you optimize and scale up your digital investment and remember that the goal should always be to create a proven profitable marketing effort. When you constantly follow-up and optimize as a routine, the rest comes by itself.