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.

Defining Inbound Marketing vs. Digital Marketing – What’s the difference?

Defining Inbound Marketing vs. Digital Marketing – What’s the difference?

Inbound marketing and digital marketing; these two terms may seem similar: both focus on creating digital content for online audiences. However, there is a major difference: one resides in the other.

Digital Marketing: An Umbrella Term for Outbound and Inbound Marketing

What is digital marketing? It’s a form of marketing which takes place online in the form of digital content such as text, images, adverts, emails and videos.

These methods include both push and pull marketing tactics (otherwise known as inbound and outbound marketing methods). Therefore, digital marketing is an umbrella term in which inbound marketing and outbound marketing fall under.

The role of digital marketing in a business is to effectively market your brand to an online audience. However, your method of marketing, whether inbound or outbound, will have drastic effects on your marketing success.

Inbound Marketing vs Outbound Marketing

Outbound marketing

The definition of outbound marketing is a series of tactics which aim to place a marketing message (or an advertisement) directly in front of the viewer.

Outbound marketing tactics also aim to show the message to as many people as possible, regardless of whether the message is welcomed or even relevant to the audience.

Outbound marketing examples:

  • Banners Ads that push products or promotions onto an audience.
  • PPC (Pay-per-click advertising)
  • Content syndication
  • Email Marketing (usually in the form of spam Emails)

The Disadvantages of Outbound Marketing

  • There is more difficulty in tracking ROI (return on investment).
  • It’s a high-cost, low-yield solution.
  • There is an increase in blocking techniques (such as Spam filters and “do not call” lists).

Inbound Marketing (IM) Defined

The definition of IM refers to the ‘full funnel’ method of attracting; engaging and enlightening online audiences with high quality content in order to turn them into customers.

Inbound marketing tactics make use of high quality online content that will provide helpful assets to the online target market. These IM tactics attract target customers to the business’ website.

inbound marketing

An Example of Inbound Marketing

Possibly the simplest, yet most effective of the IM tools is a blog engine. Blogs allow your website to capitalize on information regarding the keywords and phrases that your ideal customer audience is looking for.

The other methods which are used with IM are varied (including both organic and paid methods) and include:

  • Online PR (Public Relations)
  • Email marketing
  • Marketing automation
  • Affiliate marketing
  • Native advertising
  • PPC (Pay-per-click advertising)
  • Social media marketing
  • SEO (Search Engine Optimization)
  • Content marketing

These tactics may be used throughout an IM strategy. As a result of the work put into inbound marketing strategies, the ideal customer will be delighted when they perform a search and are attracted to your business’ website that is full of useful, high quality content.

Digital Marketing South Africa

The world of digital marketing is dynamic and complex, as is your audience. If you are not using digital, and more importantly, inbound marketing as a tool to satisfy your audience and market your business, then it’s 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 fully equipped with the tools necessary to help you grow your business.

We handle all aspects of online marketing, including:

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

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

ITM – Website Design South Africa

Having fantastic inbound marketing is great, but it means nothing without an equally fantastic website. Therefore it is critical that your web design is modern and uses current technology.

Your website should serve as a support to your marketing efforts and include elements such as a blog and Social Media.

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

 

Adding Mobile Marketing to your Digital Marketing Strategy

Adding Mobile Marketing to your Digital Marketing Strategy

Mobile marketing is a digital marketing strategy which aims to reach target audience all over the world, at any time on whatever device they are using.

The incredible advances in mobile technology are the driving force behind the digital age we are currently living in, encouraging anyone with a mobile device to be online at any time, from anywhere in the world. From smartphones and laptops to tablets and even smart watches, access to the web is far from limited.

Mobile Device Usage

Smartphone and other mobile devices make up a large portion of digital media consumption, compared to desktop-based digital media consumption. This is because, in general, small, mobile devices are accessible in terms of affordability.

With a much larger percentage of the population having access to mobile devices, you are presented countless online marketing opportunities, allowing you to reach a variety of population groups over a larger geographical area.

Research has shown that the vast majority of adults and adolescents use mobile devices. And the uses for mobile devices are endless: from banking to blogging, downloading and research, you can use the internet and mobile devices to find most of the useful information you need from wherever you are in the world. More importantly, over 80% of mobile users use mobile devices to search for information regarding products and services.

In 2015 Google started to penalize websites that were not ‘mobile-friendly’, that is; websites which do not have a responsive website design (that alters the view of your website to suit different mobile formats).

Therefore it is critical to optimize your digital Ads; web pages; social media images and other digital media assets for mobile devices. You need to encourage the best and most engaging user experience you can. That translates into providing your online audience with the same seamless positive user experience as they would have on a desktop.

Responsive website design

This means incorporating a responsive website design (or a mobile-friendly web design) to create a seamless user experience.

Lead generation forms

It may be a good idea to reduce the length of your lead generation forms in order to create an easier experience for those users who download your content when on the move.

Multi-media

As for videos and images, keep the mobile user in mind as the image dimensions on their devices will be smaller; therefore you could risk having some of your image or text cut-off.

Adding Mobile marketing to your Digital marketing strategy

There are many ways to implement mobile marketing into your digital marketing strategy. Types of mobile marketing include:

  • App-based Marketing
  • In-game Mobile Marketing
  • QR Codes – scanned by users to transport them to a specific webpage.
  • Location-based Marketing – advertisements which appear on mobile devices when a user enters a specific location.
  • Mobile Search Ads
  • Mobile Image Ads
  • SMS and MMS marketing

Benefits of mobile marketing

Customize

Every social media platform and other online platforms have various designs which allow you to choose from different Ad formats. This allows you to customize your adverts in order to present your business in a unique and creative way.

Broaden, share and stay connected

Mobile Ads are highly beneficial especially when it comes to sharing. They allow you to broaden your audience and market due to the ability to share instantly. This may include mobile Ads, promotions or content they may find interesting and exciting. Sharing will increase the amount of people who your Ad will reach as well as your traffic when compared to traditional marketing methods.

Build customer relationships

Mobile marketing enables your business to create personal relationships that are not possible in other conventional marketing strategies. Mobile marketing campaigns are secure; therefore they allow you to relay messages directly to the consumer in a personalized way. That way you can receive instant advertisement feedback, making for valuable two-way conversations with customers.

Interact and relate

Mobile campaigns assist your business to be more aware of your target market’s needs. They provide information such as time of response; location; or helping your business to contextualize and capitalize on their current interests.

There are many ways to optimize digital marketing assets for mobile users. The most important part of implementing mobile marketing into your digital marketing strategy is to always consider how the user experience will translate onto mobile devices. Always keep the mobile user experience in mind to create a digital journey that delights your online audience and achieves your desired digital marketing results.

Digital Marketing South Africa

Your website is a tool to market your business that offers you limitless opportunities in the form of potential customers, sales and conversions. The vast majority of this audience uses mobile devices to access the internet for a variety of needs; therefore it is wise to use this opportunity to the fullest.

Digital Marketing South Africa can help you take full advantage of digital and mobile your business to the next level. We have a team of digital wizards equipped with all the tools necessary to help you grow your business online. We handle all aspects of online marketing, including:

  • 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.

Website Design Cape Town

A fully functional website is critical to your online marketing. It must be mobile responsive; modern and it must be designed with SEO and the user experience in mind.

Your website should form the basis of your marketing efforts and include elements such as a blog engine and social media sharing.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design. Please see their website design pricing and packages here.