The Benefits of Automation in Digital Marketing

The Benefits of Automation in Digital Marketing

Many marketing departments have to automate numerous repetitive tasks, such as emails and social media posts. Thankfully, technology has allowed digital marketing warriors to streamline an otherwise tedious process.

Digital Marketing & Marketing Automation

What is marketing automation?

Marketing automation refers to the software that allows for more effective marketing on numerous online platforms. When done correctly, it can determine the evolving needs of your leads, their behaviours and interactions across all of your marketing channels.

Marketing automation uses all the information that you have on a prospective client in order to understand what their wants and needs are. This enables you to deliver the information they need to make a purchase, exactly when they need it and in the place that they are looking for it.

Benefits of marketing automation

With that said, the benefits of marketing automation software can be simplified to three key factors:

  • It automates content to relevant platforms and buyer groups, thus giving the marketing team more time to focus on other tasks.
  • By tracking the behaviour and actions of potential and existing clients, it can personalise their online journey.
  • By tracking each touchpoint with a campaign, added to having sight of any sale and their value, marketing automation software can determine which campaigns have had an influence on each and every sale. Therefore, it understands and maximises the return on investment.

If you are producing effective inbound marketing content, and you’re generating a steady flow of organic leads, consider focusing your efforts on a marketing automation strategy to scale your successful efforts. This will enable you to nurture good quality leads into satisfied, paying customers.

The key is to understand that marketing automation does not do marketing for you, it merely enhances your marketing efforts. When considering a marketing automation provider, make your decision based on the unique goals of your company.

ITM Website Design, SEO & Digital Marketing

For marketing automation that gives you the most added value, contact ITM. Using the SharpSpring platform, we have been able to free up a lot of time for marketing teams, allowing them to focus on their important tasks, while SharpSpring sends out all their emails and social media posts.

 

 

 

 

Digital Marketers: The Mystery Unveiled

Digital Marketers: The Mystery Unveiled

I’m sure by now you’ve found figuratively tons of online information regarding digital marketing.

So, now we hope to answer some of the questions you might have about the people who perform your business’ digital marketing: specialist digital marketers. What does a digital marketer do? What should you expect of the services you receive from your digital marketing agency? Are there different types of digital marketers and what is their role in your digital marketing strategy?

The greatest digital marketers will have a clear outline of how each digital marketing campaign supports their overall marketing goals. The size of the campaign is determined by marketing strategy goals as well as the organic (free) and paid channels at their disposal. They are responsible for building awareness for the business; providing research for prospective customers as well as driving those prospects to conversions.

Digital Marketing Specialists

Digital marketing specialists are those who drive brand awareness and lead generation via all digital channels for a business. These marketing methods can be organic (free) or paid and are used through channels such as:

  • Your business website
  • Social media
  • Search engine rankings
  • Display advertising
  • Blog engines and
  • Email

A digital marketer will focus on various key performance indicators (KPI) for each and every channel in order to accurately measure the business’ online performance. KPIs are measures which are used to assess the success of a digital marketing strategy (commonly measured in conversions).

Digital marketing is an umbrella term that holds all roles of online marketing under it. Just as in traditional marketing, digital marketing is a job that requires many different skills.

In small companies, one person may be able to handle many of the digital marketing tools for a time. However, as the business grows, the responsibilities that come with each role is multiplied, and may require the focus of many specialists. To find all of the necessary skills in one individual is rare, therefore effective digital marketing requires the formation of teams. The rest of this post will focus on the members of this digital marketing team.

SEO Manager / Specialist

Ensuring that a business’ website can be found by the target audience is no easy feat. The role of an SEO specialist is to help the business achieve an acceptable rank on Google and to measure a website’s “organic” traffic.

Traffic generated organically (with free marketing methods) refers to traffic that comes from website visitors who found your business’ page through a Google search.

An SEO specialist uses a variety of approaches in order to optimize your business’ website; this would include collaborating with other specialists to achieve marketing goals. For example: coordinate with content creators to ensure only the highest quality content is produced and performs well on Google.

Main Key Performance Indicators (KPI/s):

  • Organic traffic

Content Marketing Specialist

These are the digital content creators. Digital content marketers are in charge of coming up with a content strategy and keep constant track of the business’ blog-calendar (when to release new blog content).

Content includes static pages; landing pages; blog articles; newsletter; emails and videos. Content marketers often collaborate with other departments to ensure products and campaigns are supported with promotional content on each digital channel.

Main KPIs:

  • Dwell time on page
  • YouTube channel subscribers
  • Overall blog engine traffic

Social Media Manager

Social media manager is a self-explanatory term; however, the industry the business is involved in determines the social networks they manage. These specialists establish a posting schedule for all the written and visual content for a business.

Collaboration with content marketing specialists is common when developing a strategy for which content to post on which social media network.

Main KPIs:

  • Shares
  • Impressions – number of times a business’ post appears on the newsfeed of a user.
  • Follows

Marketing Automation Coordinator

A marketing automation coordinator assists in the choosing and managing marketing automation software. This software allows the entire marketing team to decipher and understand the customers’ behaviours and to measure the growth of the business.

Many of the marketing operations discussed above may be executed separately from one another; however it is vital that there is someone who is able to group these digital activities into individual campaigns in order to track each campaigns performance.

Main KPIs:

  • Campaign click-through rate
  • Lead Generation (conversion) rate
  • Email open rate

Our role as your digital marketing agency includes many roles and responsibilities.

For example, a collaboration between digital marketing specialists may involve:

  • A content marketer creating a series of blog articles in order to generate leads for a new product.
  • The social media marketer would help promote the blog articles through organic and paid advertising on the business’ social media accounts.
  • An email marketer creates an email campaign to send to those individuals who would be interested in the product or more information about the business.

Digital Marketing South Africa

The world of digital and social media marketing is complex and diverse. Furthermore, if you are not using your digital marketing as a tool to market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

You do not need to have your own team of digital marketing specialists, ITM can easily fulfil that role for you. But if you have internal resources we can strengthen your team and add much needed expertise in key strategic areas.

We handle all aspects of online marketing, including:

Feel free to contact us for more information about our online marketing services.

WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilizes the superior professional web design services of ITM Website Design.

Will Digital Marketing Work for YOUR Business?

Will Digital Marketing Work for YOUR Business?

I know what you might be thinking: “What can a digital marketing strategy do for my business?” or “Will a digital marketing strategy even work for my type of business?”

Want the short answer? Yes. Is digital marketing important to your business? Absolutely.

Digital marketing offers your business worlds of opportunity, or at the very least, the opportunity to sell to the entire world.

How does a Digital Marketing Strategy help your business?

Whether you own a large company or a small business, digital (online) marketing has the ability to work for any business within any industry. Irrespective of what your business sells, digital marketing includes:

  • Building buyer personas in order to identify your target market’s needs and
  • Creating valuable, high quality content for your online audiences.

Find your ideal target audience from literally anywhere in the world, or focus purely on local business opportunities, the choice is yours. You need only an effective digital marketing plan. However, the same digital marketing strategy won’t work for every business, so it’s critical to come up with an online marketing strategy to suit your company.

This is where things get a little complicated. Luckily we can explain a few concepts to start you off.

What are the different types of Digital Marketing Strategies?

Business to business (B2B) Digital Marketing

Business to business (B2B) digital marketing is focused on online lead generation; getting customers to communicate with salespersons and creating conversions. Therefore the role of an online marketing strategy is to attract and connect high quality leads from your website (and supporting digital channels) to salespersons to create conversions.

A B2B digital marketing strategy would focus efforts on business-oriented channels such as LinkedIn, where your target audience is likely to spend time.

Business to Customer (B2C) Digital Marketing

Businesses to customer (B2C) companies have goals which align with digital marketing efforts to attract audiences to your website and have them convert to customers – without needing to speak to a sales representative. These customers do the research themselves, as they are purchasing for private use, and not on behalf of a company.

Focus less on traditional leads; and more on creating an accelerated and efficient buyer’s journey: from the moment a potential customer lands on your website, to the moment they make a purchase. This involves using strong CTAs (call to actions) and placing your product features higher up in your content (therefore higher up in the marketing funnel) compared to B2B companies.

B2C companies can make use of channels such as Pinterest; Instagram and even Facebook to reach online audiences.

The Benefits of Digital Marketing:

It’s difficult to gauge the effectiveness of television or newspaper Ads as there is no way to know how many people have flipped to that channel or page. After that, how many people were actually paying attention to the Ad? There is no way to discover whether the Ad was responsible for any sales at all.

Traditional marketing efforts offer no way to accurately review the results of your marketing efforts.

Digital marketing offers you the chance to review every part of your strategy; allowing you to discover which parts of your digital marketing strategy are effective and which are not, in real-time. This allows you to track and measure your ROI (return on investment) regarding any aspect of your digital marketing strategy.

A few more examples of the benefits of digital marketing include:

Website traffic

Digital marketing and digital analytic software allow you to view and track:

  • The exact number of people who have viewed your website;
  • How many pages on your website were visited by your audience;
  • The average dwell time (how long a person spends on each page);
  • Where they came from (Google search or another website); even
  • What device they used and other useful data about their user experience.

This data is incredibly useful; it helps you to prioritize which marketing channels are effective for your business and its purposes. You can determine how much time and resources you are willing to spend on each channel based on the number of people those channels drive to your website.

Digital marketing allows you to identify your target market’s behavioural patterns and trends in the market. The patterns in behaviour are identified before they have reached the final stage in the buyer-journey; therefore you can make informed decisions about how to attract the ideal target market to your website at the beginning of the marketing funnel.

Content performance and lead generation

Any piece of digital content can be measured in terms of content performance and lead generation. Take for example an online brochure on your website; you can measure exactly how many people engage with the content while generating qualified leads. This is possible by measuring exactly how many people have viewed the page and collecting the contact details of those who view or download the brochure.

Attribution modelling

Attribution modelling is a process which allows you to identify the trends in the way people research and the manner in which they buy products.

Effective marketing strategies in addition to the right tools and software will allow you to trace all you sales- right back to the first digital touch-point between your customer and your business.  This assists you in making informed decisions when it comes to which parts of your marketing strategy deserve more time, attention and resources and which parts need refining.  Improve your customer journey by applying digital marketing technologies to the buying cycle.

Digital Marketing South Africa

The world of digital and social media marketing is incredibly dynamic and complex. However, digital marketing is a vital tool to market your business online that offers countless opportunities and incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. We have a team of digital and social media marketing wizards ready and equipped with all the tools necessary to help you grow your business online.

We handle all aspects of online marketing, including:

  • Native Advertising,
  • Content Creation,
  • Content Strategy,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

ITM – WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your digital marketing efforts by including elements such as a blog engine and Social Media marketing.

Digital Marketing South Africa utilises the professional and superior web design services of ITM Website Design.

What Types of Digital Content will benefit your Business?

What Types of Digital Content will benefit your Business?

Content is a vital part of your digital marketing strategy. I’m sure you’ve heard that one before; but just take a second to really think about it.

If a business has no online content, it means that it has almost nothing on the website (except pictures with no text). Therefore there is nothing to optimize; no adverts and definitely no customers. Without content you have no way to get your business’ message across.

Bad online content can be even more disastrous. Online content is your business’ online sales representative: sometimes it’s the first point of contact between a business and a potential client. Having high quality content is kind of like showing customers that your business is strong; intelligent and high quality too. Having presentable content (equipped with great grammar; sentence structure; title hierarchy and logical paragraphs) is like having a sales person with a strong hand-shake, brilliant smile and a charming demeanor selling your products and services.

Bad content is kind of similar to having an undesirable, rude and dirty person trying to sell your product – it’s off-putting.

Therefore it makes sense that the type of online content you create should be determined by your online audience’s needs wherever they are in their buyer journey. Yes, this means that different stages of the buyer’s journey require different types of digital content.

Start by creating multiple buyer personas in order to identify your audience’s goals and what the challenges are regarding marketing your business to them. On the most basic level, your content should meet these goals and overcome these challenges.

What types of digital content should you create?

This is determined by where the consumer is in their buyer’s journey.  Think about when they would be most likely to consume digital content in relation to their position, this is called online content mapping.

Content Mapping

Content mapping is about targeting your digital content to hit your audience at just the right moment. To encourage the audience and give information exactly when they need it, or before! Therefore the goal is to target digital content according to:

  • The characteristics of the consumer (the reason for creating buyer personas) and
  • How close the consumer is to making a purchase (the position in their buyer’s journey).

Different types of Digital Content for different audiences

It is beneficial to keep in mind that different audiences may appreciate different formats of content.  This depends on both the type of business your company conducts- whether B2B or B2C- as well as the consumer’s position in their buyer journey.

Business to Business (B2B) content

Business to business content tends to be longer and more detailed, with examples such as: research reports; e-books; case studies and testimonials. This is a result of the nature of products that companies buy, which are usually long-term and high-expense.  The content has the task of convincing more than one person as businesses will have multiple people reviewing the appropriateness of any purchase, unlike B2C business.

Business to Customer (B2C) content

Business to customer content tends to be shorter and extremely informative, for this reason content such as infographics, blog posts and short videos. This is a result of business to customer sales usually being directed at individuals, therefore there is only one person to convince. The average individual prefers short, impactful content that holds the key points of information they are looking for; rather than long-winded essays about product and service offerings.

There are many variations when it comes to formatting digital content. With so many formats to try, things can get a little confusing, so here are a few examples of digital content formats to use for each stage of the buyer’s journey:

  • Awareness Stage

    • Blog Posts
    • Infographics
    • Short videos
  • Consideration Stage

    • EBooks
    • Research reports
    • Webinars
  • Decision Stage

    • Case studies
    • Testimonials

Digital Marketing South Africa

The world of digital and social media marketing is incredibly dynamic and complex. However, content strategy and digital marketing are vital tools to market your business which offer countless opportunities and incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. We have a team of digital and social media marketing wizards ready and equipped with all the tools necessary to help you grow your business online.

We handle all aspects of online marketing, including:

  • Content Strategy,
  • Content Creation,
  • Native Advertising,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

ITM – WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilises the professional web design services of ITM Website Design.