Paid Advertising – What is it and What are the Benefits?

Paid Advertising – What is it and What are the Benefits?

If you are a business owner, it’s likely that paid advertising is a familiar concept to you. Whether you have paid for printed flyers or boosted a post on Facebook, the chances are you have paid for some form of advertising before.

However, there is another dimension to paid advertising that you may not know about, or perhaps you know about it but don’t fully understand it.

This is called pay per click advertising and this article will tell you everything you need to know about it and why you should use it as part of your marketing strategies.

paid marketing

What is Pay Per Click Advertising?

Pay per click, also known as Google Ads, Google Adwords or PPC is a form of internet marketing where advertisers pay a fee every time someone clicks on one of their adverts.

This time-efficient, budget friendly model allows you to put your business in front of potential customers who are already searching for what you while you put time and effort into building your following organically.

Both paid and unpaid marketing strategies are important when it comes to integrated marketing efforts; you should definitely be using both models to market your business.

How Does Pay Per Click Marketing Work?

There are three main principles of pay per click advertising – keywords and phrases, bidding and ad rank.

Each one of these principles plays a key role in the success of the campaign and understanding these roles will ensure you get the most out of your campaign.

Keywords and Phrases

When individuals are searching for something online, they use specific keywords or phrases that, to put it simply, explain to search engines what they are looking for.

Selecting the right keywords for your campaign will ensure that your advert lands in front of your prospects.

Therefore, keyword research is arguably the most important step in the process of setting up a paid campaign. Guessing is not going to get you very far, so make sure to take the time and put in the effort to find which keywords are relevant and are actually being used.


Bidding takes place in an auction; an auction is made up of a group of people who are competing for a product and (you guessed it) the highest bidder wins.

This exact concept applies to the bidding principle of pay per click advertising, except you will be bidding against your industry competitors for the same keywords and the highest bidder doesn’t always win.

Ad Rank

Google can be quite picky – well, let’s just say that Google knows what it wants and will seldom deviate.

So, Google assigns each advert an ad rank which is ultimately a metric that is used to determine the order in which the paid ads will be displayed on the search engine results page (SERP).

Your ad rank will play a crucial role in the visibility of your advert; the higher your ad rank, the more likely it will appear at the top of the SERP.

Google determines your ad rank by considering the following:

  • The quality of your advert and landing page
  • The ad rank thresholds
  • Ad extensions and other ad formats
  • Your bidding amounts
  • Search context:
    • The time of search
    • The query itself
    • User signals such as location and device
    • Other adverts and search results displayed on the page

pay per click advertising

Benefits of Paid Advertising

Qualified Lead Generation

Paid advertising allows you to strategically target consumers who have already expressed interest in your brand (or similar brands).

For this reason, PPC advertising can help you generate more relevant leads and the traffic you drive to your site from these ads is more qualified.

A qualified lead is a consumer who is most likely to turn into a paying customer of yours based on information they have willingly provided.

Quick Results

Pay-per-click marketing strategies have the potential to bring fast traffic to your website and may result in immediate results or return on investment.

This is a useful, complimentary tactic to use alongside your organic SEO strategies which usually take some time before results are visible.

PPC advertising is not a one-way ticket to success but rather a powerful sidekick to your obligatory, ongoing SEO efforts.

Local Traffic and Accessibility

Paid advertising allows you to target potential customers that are in close proximity to your business’ location.

Many people are on the go and will use their mobile devices to search for a business that are nearby. An additional advantage of this is that your paid adverts can include a click to call and click for directions option, making your business super accessible to your prospects.

Local traffic refers to prospects who are in the same area as your business, whether they are living in the area or just passing by.

Pay-Per-Click Marketing is Measurable

What is the point of advertising if you aren’t able to track or measure your efforts? Pay per click marketing offers you the opportunity to measure the success of your campaign.

What can you measure? Everything from the number of clicks on your advert to how many sales were generated from the clicks and how much each click cost you.

Why is this important? You can use this information to fine tune future campaigns, ensuring you get even better results from your efforts.

Without the ability to measure your efforts, you might as well print some flyers and throw them into the wind with the hope that your customers will catch them.

Paid Advertising is Budget Friendly

Yes, sometimes you do have to spend money to make money. But luckily with pay per click marketing, you don’t have to spend much.

In addition, PPC advertising allows you to set a budget cap and the search engines will not spend more than the allocated amount.

This makes it an ideal marketing strategy for small businesses who are working with smaller budgets.

PPC marketing is customisable, allowing you to adjust your campaign and optimise your budget in ways that will boost your return on investment.

Digital Marketing South Africa – Digital Marketing Agency in Cape Town

Pay per click marketing can be a useful tool to support your advertising strategies and efforts. However, to get the most out of your campaigns, it’s important to know and understand what Google and other search engines are looking for.

That’s where we come in. Our digital marketers are skilled enough to know what makes search engines tick and, more importantly, how to create the connection between businesses and consumers.

If you would like to know more about how pay per click marketing can help your business or to chat about our digital marketing services, please feel free to contact us.

How Big Should Your Digital Marketing Budget Be?

How Big Should Your Digital Marketing Budget Be?

Whether you’ve just started your small business, or you’ve recently taken over your family enterprise, you are likely wondering how big your digital marketing budget should be.

The fact of the matter is that marketing has been around since the dawn of business and has taken many forms in order to adapt to its own evolutionary process.

What we mean by that is, before the age of printing flyers, newspapers and magazines, people were standing outside their business literally shouting out their promotions to innocent passers-by.

Since then, we have had televisions blurting out super salesy adverts while we wait for the 8 o’clock movie to start and giant billboards along the highway with some catchy phrase designed to grab our attention.

Online Marketing

Today, without even needing to walk out our front door, we have the entire world at our fingertips. This is true in many ways, but especially true when it comes to marketing.

By now, anyone who is the slightest bit techno-savvy knows that digital marketing should be a fundamental part of any business strategy because it has the ability to reach thousands of people all over the world.

However, the question we are answering today is not “do you need digital marketing?” but rather “how big should your digital marketing be?”.

Your Unique Budget

As a business owner who is competing in a potentially saturated market, you might secretly be wondering “how much do companies spend on marketing?”.

We are going to stop you right there and tell you that trying to keep up with the Jones’ may not be the best way to go about this.

Many business owners think that the more money you throw at something, the more effective it will be in producing results, or that results will be instant and long-lasting.

In some cases, this may be true. However, with digital marketing, a “slow and steady wins the race” approach is often the way to go.

How to Prepare a Marketing Budget

We’re not going to get into the nitty-gritty of what it takes to develop an effective digital marketing strategy. We just want to highlight the correlation between the strategy and your budget.

In order to determine your digital marketing budget, you first need to establish a marketing strategy.

This requires you to first and foremost, figure out what your business goals are. Do you want to create brand awareness? Do you want improve lead generation? Whatever your goal is, it needs to be clear and concise.

Marketing Budget Breakdown

Once your goals are set out, you can start looking at how you want to allocate your digital marketing budget.

There are various areas of digital marketing which all require some budget allocation:

  • Branding – build and strengthen your online brand presence
  • Content Marketing – create useful, relevant and compelling content for your users
  • Paid Advertising – depending on where your audience spends their time, Google Adwords and Social ads
  • SEO – make sure Google is so impressed with your website that it places you at the top of the search results
  • Social Media Marketing – social media presence helps increase organic interactions which can lead to more traffic to your website
  • Email Marketing – newsletters and consistent email marketing can encourage more leads to move successfully through your sales pipeline

Bear in mind that these areas are part and parcel of an effective digital marketing strategy; we don’t recommend paying attention to only one or two.

Instead, look at them as a single unit that, when used together and correctly, will inevitably bring you results.

Digital Marketing South Africa

Regardless of the size of your digital marketing budget, our team of digital wizards can still produce great results. In fact, effective marketing does not happen overnight, even with an unlimited budget.

Conversely, a smaller budget does not mean that our efforts will be less effective, it may just take a little longer to reach the top.

The bottom line is that digital marketing should be an integral part of your overall business strategy, no matter what your budget is.

So, don’t be shy, contact us, tell us what your budget is and let us develop a specially designed, holistic marketing strategy for you.

The Digital Marketing Process is Not a Microwave – It’s a Work in Progress

The Digital Marketing Process is Not a Microwave – It’s a Work in Progress

The online/digital marketing process is one that requires effort, consistency, ongoing analysis and technical know-how.

And when implemented correctly, it can help any business owner reach the goals they have set out for their business.

However, the question is not always “does it work?” but rather “will I see immediate results?”.

The answer is pretty simple and disturbingly straight forward: Unfortunately, not.

Everyone wants to see immediate results from their digital marketing and understandably so, but this is a process that simply cannot be rushed.

Sure, there are ways to achieve temporary results such as Google Ads, buying likes and followers, content automation, link manipulation or other bad-guy SEO (search engine optimisation) tactics.

However, if your aim is to achieve significant and long-lasting results for your business, then you must understand that digital marketing simply isn’t an overnight job.


Digital marketing process

How long does it take for digital marketing to work?


Understanding the digital marketing process in detail will help you understand why it may take several months to see results. It will also help you understand why it’s more than worth the wait.

Firstly, to put things into perspective, if your business already has an established following of 20,000 people as well as an existing social media strategy, then the chances of seeing almost-instant results are relatively high.

However, launching a new business, one unknown to the market with several recognised competitors, will require more time before seeing any results.

Bottom line is – The length of time it takes to see results from digital marketing depends largely on where you start, what your competitors are doing, your budget and your focus areas.


Where do you start?


Well, your online marketing should start with a great website design. One that’s mobile responsive and ready for any device. Additionally, website speed, user-friendliness and content precision are vital to any successful website and must be taken into consideration throughout the website design process.


Search Engine Optimisation (SEO)


Once your website contains the above criteria – the next step is to start with SEO.

Search engine optimisation should be the very next step in your digital marketing strategy. BUT – SEO must be executed strategically.

SEO is the process of making your website the most relevant to search queries used to find businesses like yours.

Essentially search engines i.e. Google need to make sure the websites they present to their users in search results are a.) as relevant as possible to the search result and b.) provide comprehensive information that improves the lives of their users rather than wastes their time by providing inaccurate information or no information at all.

Now considering the fact that there is an unfathomable number of online searches performed every single minute of the day – it has become extremely important to be at the top of every search result relevant to your business.

  • Not being at the top of search engine results will end up in your website losing a serious amount of traffic.

Appearing at the top of the search engine and attracting the right type of traffic ultimately results to an increase in conversion rates – which is the aim of the digital marketing game.

Focusing on SEO means that you are focusing on providing search engines with clear indications on what, who, how and why your website deserves to be at the top of their results.


Content marketing aka inbound marketing or am I just “blogging”


The next step is content marketing otherwise known as inbound marketing.

Inbound marketing uses search engine optimisation, content marketing and social media marketing, to attract prospects while highlighting a service or product.

The special thing about inbound marketing is that it’s equally relevant and effective for businesses with small or large followings as well as start-up or well-established businesses.

Unlike the blogging craze that started up a few years ago, content marketing has a specific purpose.

Instead of blogging about difficult social interactions at your weekly yoga class, preferred coffee temperatures and why zoodles work well with cashew nut cheese sauce – content marketing aims, or it “should” aim to create and speak to business’ narrative.

Writing a blog each month is easy enough – but there are several aspects that need to be considered and effectively incorporated before “blogging” becomes lucrative.

Business relevancy, trending topics and how your clients go about finding the information you’re presenting must be at the forefront of your content marketing strategy.

Additionally, your content marketing plan must adopt your SEO strategy. Again, SEO works towards making your website the shiniest diamond of the lot and indicates to search engines that your website is the best match for a search query.


Are your competitors using digital marketing?


We often have clients whose competitors have been around for years and their position on the search engine appears to be practically cemented.

Yes, this is a problem, but instead of fixating on how your competitors are ranking above you – you need to focus on how to dislodge them.

Although search engines aren’t entirely predictable – there is a certain equation to working your way up their search engine results.

Of course, it will be much harder to outrank your competitors who already have a sturdy and established online presence – but it’s not impossible.

Competitor analysis requires looking at their SEO strategy, assessing their content and social approach and where applicable, evaluating their Google Ads plan.

Digital marketing process

It may be that your competitor has an inferior product/service to yours, and we know it hurts to see them raking in the clients and cash, but if their marketing campaign is holistic and effective – you will need to take their efforts and ensure yours are even better.

If you have a top-shelf product or service, you can find new audiences, foster their trust and convert them into paying customers who are likely to keep coming back.


Budget – How big is yours?


Big companies have big marketing budgets – and are likely to provide quicker results than that of the average SME business’ budget.

Now this isn’t to say that a tight budget won’t produce results – it may just take a more time.

A more generous budget means more time can be spent on digital marketing efforts, and more input generally means more output and quicker results.

No – your competitors don’t necessarily have the upper hand – but you will have to make sure whoever you pick for the job has the right modus operandi going forward.

There are thousands of digital marketing agencies in Cape Town for example, with only a select few following the right steps.

Most demand a retainer with no transparency on what or how your money is spent. Unlike companies with unlimited budgets who may not necessarily ask questions – if your budget is tight, you need to see a breakdown of services and you need to see reporting on what has been done and what the effects were.


What do you focus on first?


A singular approach is not going to cut it. For example, you cannot depend solely on one type of service such as a pay-per-click campaign without making sure it aligns with your website’s SEO.

The world of digital marketing is constantly evolving. It’s therefore imperative that you adopt a holistic strategy which is expansive and comprehensive.

It’s at this point that it becomes clear that digital marketing is an ongoing, long-term commitment which requires constant nurturing and a company that addresses all its aspects rather just one or two.


How to choose a digital marketing agency


The important thing to remember when hiring a digital marketing agency, is that digital marketing is not simple, or an easy one-size fits all task.

With that said, gone are the days where you had to travel around to different companies to have your company’s different needs and wants met. Most online marketing companies should offer an all-inclusive package.

Assessing the services of an online marketing company and how much they can offer you in terms of output is important.

Steer clear from digital marketing “experts” who tell you that it’s a quick and easy method to increase your lead generation or sales. These people are likely employing black-hat SEO tactics that will result in Google penalising your website. Buying followers, likes and reads is also not a worthwhile method – your followers should become brand ambassadors for your business, and it doesn’t help having 10 000 followers living in Nepal if your company and its services are only offered in Cape Town.

Going organic doesn’t only apply to how you pick your veggies, but also how you build your following and in turn client base.


Digital Marketing South Africa – Digital Marketing Agency Cape Town


In order to see genuine results, you need to stick with a digital marketing strategy for a minimum of 6 months to a year.

However, if you are not correcting every aspect of your website from back-links to user experience, providing high quality content or posting frequently, it may take much longer.

The process of digital marketing entails measuring goals that have been set and when achieved, new goals are set, and a new strategy devised to work towards them.

It also involves identifying when things don’t work and a devising new plan.

Our digital marketing agency in Cape Town aren’t afraid of a challenge and love working with clients from all spheres of business.

We’ll get to know you, your business and what your goals are. We provide monthly reports, a breakdown of services and true love – haha.

Transparency and communication are key, and we hold the relationships we have with our clients very closely.

We’ve grown our business from a copywrite service to a full-scale online marketing company – successfully serving website design from our brother company ITM Website Design Cape Town and SEO, content marketing, social media marketing as well as pay per click advertising.

Contact us for a free SEO audit and let’s chat – we’re happy to answer any questions you may have about our website design and the digital marketing process we follow.

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.


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.


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, in theory, it means that it has almost nothing on the website and therefore, there is nothing to optimize.

Without content you have no way to get your business’ message across.

Digital Content – The Good and the Bad

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 shows 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.

Conversely, bad content is 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 to engage with your content by giving them the information they need when they need it.

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’s 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 and 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, “salesy” 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.