What is digital marketing?
Digital marketing makes use of digital tools to market one’s services and communicate messages to audiences and stakeholders. “Digital tools” are wide-ranging, and include websites, email, social media, and SMS (text messaging).
Some of these tools are communication channels, such as email and social media. Other digital assets are sometimes called “owned media” and are the “home base” of your online brand and profile. “Owned” means just that: you own it. Your website is something you own and have control over. However, social media accounts are not owned; they are used by each person and organization by a licensing agreement.
We therefore believe that your website is your most important digital asset.
What is content marketing?
In the digital/online world which increasingly determines our professional and business fortunes, “content” plays a very important role. Content is a main determinant in whether people can find our brand personal profile online. Without content, no person or organization would appear in Google search results.
Content marketing can take many forms. Textually, content can come in the form of items such as blog articles, news updates, white papers, listicles (e.g., “Five Things You Never Knew About …”), and FAQs. Content can also be visual: videos, animations, slide shows, and infographics.
Content is used to express and confirm the expertise, authority, and trustworthiness (E-A-T) of you or your organization through the process of search engine optimization (SEO). When search engines such as Google decide what to rank high in search result queries, they are making judgements about each website’s E-A-T.
Thus, content plays a key role in whether people will hire you, read your content, and share your content with their own networks.
If I have social media accounts, do I need a website?
As stated above, no one owns their social media accounts. It is like being a renter rather than a homeowner, in which LinkedIn or Facebook or Twitter have been given ultimate control over your brand.
On the other hand, your website is like the home you own. For most people, their home is their base of operations for everything they do in life. If your website is like your home, your web hosting account is like the real estate and foundation upon which your home is built. By having a website, you maintain more control over your marketing and communications.
Why do I need to be on social media?
Like it or not, social media is here to stay and, increasingly, social media is where clients, referral networks, and stakeholders go to network and consume information. While we all get tired of social media and its intrusion into our lives, being against social media is like being against the air – it’s here and we need it to function effectively in the world of business and commerce.
Which social media networks should I use?
Social media networks such as LinkedIn, Twitter, Facebook, and Instagram each have different “personalities” and uses. There is no mandate that any organization needs to be on all of them. It is better to choose two or three of them and be sure that they are being used regularly.
It is important to remember that social media is not “broadcast” media. When you share content on social media there is no guarantee that “everyone” will see it. Rather, social media is “social,” with each platform boosting the number of views of your content along with the amount that you “engage” with others on the platform. Social media is also an excellent place learn about prospective clients and industry peers, develop professional relationships, and expand your professional reputation.
By playing by the rules of each social network, you increase your effectiveness of getting your message across.
How do we blog regularly?
Blogging on your website is perhaps the most important content marketing activity that any business or organization can perform. Blogging helps your audiences remember your expertise, it helps search engines such as Google rank you higher, and it increases the chances of developing business and influencing dialogues.
There are methods to produce regular blog content. Information shared on social media can be turned into blog content. Articles and listicles can be converted into graphic form such as infographics. Events of importance can be commented on.
Will digital marketing win me business?
This question can be put another way: If you don’t do any digital or content marketing, it is more likely that you won’t win new business. By keeping content in front of strategically chosen audiences, you increase the probability that you will win business and influence stakeholders.
Content can introduce new audiences to your expertise. By reading your content, prospective clients become familiar with your ability to solve their problems.
Content can also be confirmatory. Future clients sometimes simply need reasons to confirm that you are the person to hire, to speak at a conference, or to interview as an expert.
Finally, content can help with “conversions.” In the world of marketing, “conversion” simply means to take an action. Properly worded and designed content incentivizes audiences to learn more about you, to contact you, and ultimately ask for your business or help.