Digital Marketing Foundations

We are living in what will likely be remembered as the Tech Revolution. In our contemporary, tech-driven lives, the role of digital marketing cannot be overstated. It has evolved into the lifeblood of businesses, providing an indispensable means to connect with audiences, promote brands, and engage with customers on a personal level.

In this post, I will define digital marketing and outline some essential components for building a cross-channel digital marketing plan.

This blog is intended for those looking to harness the power of digital marketing in order to launch a business online.

What is Digital Marketing?

Digital marketing, also known as online marketing, is the strategic use of digital channels and technology to promote and market products or services. Its primary objective is to connect with a target audience, also known as a buyer persona, in a personalized, meaningful way. Unlike traditional marketing, which relies on physical media like billboards and print ads, online marketing leverages the digital landscape to reach, engage, and convert followers and leads into customers.

The Digital Marketing Channels

As a best practice, digital marketing should include cross-channel approach to brand building and lead nurturing. It's not just about advertising; it's about understanding your audience, delivering value, and building lasting relationships. Here are four key pillars to consider when building out a digital marketing strategy prior to launching an affiliate program or online business:

1. Content Marketing

Content marketing is the foundation of any marketing plan. It is the creation and distribution of valuable, informative, and engaging content to attract and engage your audience. This content can take various forms, including blog posts, videos, infographics, and webinars, to name a few. The goal is to provide a multi-media mix of information that addresses your audience's desires as well as their pain points. A critical aspect of content marketing is the "give and get" model, where you offer valuable content like an ebook or webinar in exchange for contact information, such as a prospective customer’s name and email address. This not only initiates lead generation but also allows you to nurture these leads through other channels in order to build trust and rapport over time.

2. Social Media Marketing

Taking the content you’ve created, social media allows you to share and engage with prospects. Social media platforms are a great way to reach your intended audience. Facebook, Instagram, TikTok, X (formerly known as Twitter), and LinkedIn to enable you to reach and target audiences you otherwise would not have access to. This involves both organic content and paid advertising. Organic content includes posting updates, sharing content, and engaging with your followers. Paid advertising allows you to expand your reach beyond those who are following you and target new prospective customers based on demographic information like age, income, interests, and buying behaviors. Consistency with posting and in the type of content you create and share, timely responses to followers, and authenticity in your interactions are essential elements to building out your social media strategy. You can also use advertising to retarget people who have visited your website but have not yet converted to become a lead in your database.

3. Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

SEO is the art and science of optimizing your website to rank higher in search engine results. Search engines are continuously changing their algorithms but SEO involves on-page factors like content quality, keywords, and meta tags, as well as off-page factors such as backlinks and domain authority. Building authority with any brand takes time and consistency. SEM, on the other hand, is about running paid search advertising campaigns to increase your website's visibility. Regular keyword research and the strategic use of keywords your audience is searching for are imperative when developing your overall SEO and SEM strategies. Your website traffic will be impacted by the your SEO and SEM strategies, and once a visitor finds your website, your average time on site and conversions will be impacted by how responsive your site is on mobile. According to Statista, mobile traffic accounts for over 50 percent of all global website traffic (58% as of 2023). Last but not least, be sure to optimize your landing pages and forms for conversions on your website. Keeping calls-to-action (CTAS) above the fold (the line on your browser both mobile and desktop) will ensure visitors have a clear understanding of the actions required in order to download your content or to get in touch with you.

4. Email Marketing

A prospective customer’s contact information, specifically, their first name and email address are usually captured from landing pages or subscribe links and housed in a CRM (customer relationship management) or marketing automation tool. As mentioned, this strategy often involves offering something valuable, such as a whitepaper, an e-book, or a webinar in exchange for the recipient's email address and is the “give and get” principle of marketing in action. Email marketing is the practice of sending targeted emails to engage and nurture leads and existing customers in your database. Once you have their contact details, you can nurture them with a series of engaging emails, building a strong rapport, and leading them down the sales funnel to a point of conversion to purchase the product or service you are offering.

The Customer's Journey

The customer's journey in digital marketing is not a linear path; it consists of multiple touch points. As the "Rule of 7" suggests, consumers often require several interactions with a brand before making a purchasing decision. Today, given the immense volume of content and information, this number might be even higher. Therefore, it’s important to create multi-touch campaigns that span various digital channels to create these interactions and leave a lasting impression.

Building Trust and Rapport

Digital marketing isn't solely about promoting products or services; it's about building brand awareness and creating trust and rapport with your prospects and customers. This is accomplished through a combination of high-quality content, personalization, and responsiveness. An engaged, loyal customer is more likely to become an advocate for your brand, leading to increased word-of-mouth marketing (aka affiliate marketing) and long-term success. You can achieve success with developing a strategy the encompasses the three principles:

1. The "Give and Get" Principle

A fundamental principle in digital marketing is the "give and get" model. It involves offering something valuable to your audience, such as a whitepaper or a webinar, in exchange for their contact information. This not only initiates lead generation but also allows you to nurture these leads through email marketing and build trust and rapport over time.

2. Consistency and Building Trust

Building trust with your audience requires consistent messaging and branding across all channels. The "Rule of 7" suggests that consumers need multiple exposures to your brand before they trust you, and in today's digital noise, this number might be even higher. Consistency in look, feel, and messaging is essential for establishing trust and familiarity with your brand.

3. Listening and Adapting

Digital marketing is an ever-evolving field. Listening to your audience's feedback, analyzing data, and adapting your strategy is crucial. Be open to change and stay ahead of the curve by exploring emerging trends and technologies. Digital marketing is not static, and your strategies should evolve with the digital landscape. If you're just getting started, take courses and do your own research!

In Conclusion

Digital marketing is a dynamic, growing, and data-driven field. In fact, in a recent article published by LinkedIn, digital marketing ranked third as one of the top six most important jobs in 2023. Digital marketing empowers businesses to connect with their audience in a personalized, effective manner. By understanding your audience, leveraging various digital channels, and consistently delivering valuable content, you can build trust, engage potential customers, and creating lasting relationships in the digital age.

If you’re interested in learning more about how to apply these concepts and launch an affiliate marketing businesses, click the button below to register for a free masterclass with The Freedom Formula.

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