The Lesser-known Digital Marketing Tools

The Lesser-known Digital Marketing Tools

Everybody is buzzing about the digital marketing tools: Search engine optimization (SEO); Content marketing; Social media marketing and PPC (Pay per click); but what about the lesser-known digital marketing tools?

The digital marketing tools which form some of the foundation of your online marketing strategy, but that aren’t as exciting. Except, when you hear about their benefits, they turn out to be surprisingly stirring. Today we are going to explore:

  • Affiliate marketing;
  • Native advertising;
  • Email marketing and
  • Online PR and how each can help your business reach its marketing goals.

Affiliate Marketing

What is Affiliate marketing?

Affiliate marketing is a performance-based digital marketing tool that is founded on revenue sharing. It is the method of spreading product marketing across diverse parties, which results in each party receiving a share of the revenue – according to their contribution, of course.

There are many sources on the subject which state that there are either four or three different parties involved in affiliate marketing: the merchant; the network; publisher and customer; or the advertiser; publisher and consumer. But, to be honest, there are two real sides of affiliate marketing: the product creator/seller and the affiliate marketer.

The product creator, also known as the merchant/vendor or retailer, is the party which creates the product. Anyone, from entrepreneurs to large companies, anyone can become a merchant behind an affiliate marketing program. All they need is a product to sell.

The task for an affiliate marketer is to earn commissions via promoting the products of other companies. Find products that appeal to you, promote that product by attracting and convincing potential customers, then earn a commission for every sale you help make.

Examples of affiliate marketing channels include:

  • Posting affiliate links from social media accounts
  • Running a review blog of a merchant’s products
  • Hosting video through programs such as YouTube partner; or
  • An entire website dedicated to finding the best products related to a certain topic, or many topics (such as Amazon.com)

Benefits of affiliate marketing

For advertisers:

  • Market your products only to interested people for no upfront fee.
  • Engage in risk-free advertising: pay only when you see results.
  • Have multiple (hundreds, even thousands) of websites promoting your product.

For affiliate marketers:

  • The opportunity to effectively sell stock without the costs or responsibilities of manufacturing, buying or storing.
  • When working with networks that pay highly, there is massive profit potential and,
  • If performed correctly, the opportunity to create an almost passive income.
  • There is the ability to work online from anywhere at any time, with the freedom to choose how hard you work.
  • A strong social following can almost guarantee that you, as an influencer, will receive many free incentives from advertisers who are looking to boost their brand awareness.

Native Advertising

What is native advertising?

In simple terms, a paid form of advertising that is primarily content-based and is featured beside other non-paid content on digital  platforms. Native advertising is a combination of form: matching the visual design of Ads to look and feel like natural content; and function: Ads which function like natural content, behaving consistently with the seamless user experience.

Native advertising morphs advertisements into content which resembles the content online audiences already seek.

Types of Native Advertising

  • Sponsored content
  • Recommended content
  • In-feed Social media Ads

Examples of native advertising

Many posts on social media represent examples of native advertising. These include:

  • Instagram
  • Facebook
  • Twitter
  • Pinterest
  • Tumblr and
  • BuzzFeed sponsored posts

Benefits of native advertising

  • This type of advertising helps create a seamless experience for the online audience, contributing to the goal of the ultimate user experience.
  • The online audience realizes that native advertising is still advertising, but studies prove that users are up to 25% more likely to engage with native Ads vs. standard banners.
  • Online user bases are also more likely to engage with native advertising than with editorial content.

Email Marketing

What is email marketing?

Businesses use email marketing in order to communicate regularly with their audiences. Email is a great communication platform as it is a widely used – even more so than social media platforms such as Facebook- and lacks the clutter associated with social media as it is generally used for business-orientated purposes and interests.

Types of Email marketing

  • Direct Email – Promotional messages and special offers.
  • Retention Email – Newsletters.

Examples of Email marketing

The types of emails one would create to form an email marketing campaign could include:

  • Welcome emails for new customers.
  • Blog subscription newsletters.
  • Follow-up emails for visitors who have subscribed, downloaded or bought something.
  • Promotions for loyal members.

Benefits of Email marketing

  • An incredible source- There are more Email accounts than Twitter and Facebook accounts combined.
  • Measurability – Track your ROI (return on investment) precisely and make necessary modifications to your campaign.
  • Success – Target your audience to find the ideal customers and keep constant contact to enrich business communications.
  • Cost- Email is one of the cheapest ways to communicate to a broad target audience which can also be specifically targeted.

Online PR

What is online PR?

Dissimilar to traditional PR; online PR is the process of attaining earned exposure with digital publications; blogs and other content-based websites, only through digital marketing channels. However the content is not focused on the product or service, rather topics of interest which surround the product. The channels one could use to maximize online PR include:

  • Engaging online views for your business.
  • Reporter outreach through social media channels.
  • Engaging comments on a personal blog or website.

Examples of online PR

Online PR is a digital marketing tool which influences:

  • Columnists and traditional writers;
  • Websites and brand-sites;
  • Personal and professional bloggers;
  • Social Media users

Via distribution sources such as:

  • Blogs;
  • Social media platforms and
  • Websites

Benefits of online PR

  • It is great for online reputation management. Good reviews bring in more traffic to your website, while bad reviews offer insight into the business’ shortcomings and can be counter-acted with press releases or articles.
  • Online PR does not have to be expensive; many will review your product for no cost if a sample is offered.
  • It can improve your SEO ranking by submitting keyword optimized articles or press releases to blogs, you can increase your back-link profiling.

Digital Marketing South Africa

The world of digital and social media marketing is incredibly complex. Not using digital marketing tools, especially inbound marketing tools, to market your business is guaranteed to be a loss of 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.

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

Not only that, it is critical that your web design be modern and use current technology.

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

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

Content marketing plan and content strategy

Content marketing plan and content strategy

WHAT IS A CONTENT MARKETING PLAN AND CONTENT STRATEGY?

Your business message must be delivered efficiently, effectively (And cost effectively) and in an orderly fashion. A Content marketing plan and content strategy will help you manage any and all content that you will be creating and how it will be delivered.

And a Content Strategy also refers to the chosen content delivery mechanisms that you will use to approach your audience. Managing your content delivery is a critical aspect of this strategy.

Using a content strategy ensures that you reach your targeted audience. Additionally, it helps you stick to a predetermined marketing plan.

WHAT DOES A MARKETING PLAN ENTAIL?

PLANNING

  • Planning identifies target market by doing market research and using the information to define customer personas
  • Using different analytics to filter out ineffective strategies during the planning stage will help you focus on a marketing strategy that actually works
  • Decide what form of content is going to be most conducive to your desired outcome

CREATING

  • Using information like audience interests and goals, business goals and brand focus to decide what type of content will be most effective
  • Identifying the purpose of the content – is it to inspire, entertain, inform, persuade etc?

DELIVERY

  • Identifying which social media and other platforms are the best for your content according to information gathered during market research
  • Different content will require different frequencies at which they are published.

GOVERNANCE

  • Includes policies, procedures and standards to keep the content creator within the prescribed marketing scope
  • Ensures that the business’ objectives are understood

11 BENEFITS OF CONTENT STRATEGY

  • Ensures that you are using the right platform to publish your content
  • Encourages you to make sure that you are consistently creating and updating content
  • Search engine optimization becomes more effective and more meaningful
  • Helps you listen to what people are saying so you can provide them with content they want to be exposed to
  • Allocates purpose to your content that will help you achieve your business’ goals
  • Excellent content results in an increased ability to influence your readers, this can be directly linked to an increase in leads and sales
  • Helps you build brand awareness
  • Prevents you from wasting your time developing content that is meaningless and ineffective
  • Quality content is useful in that it engages potential buyers
  • Appropriate content will help you gain trust and build long lasting relationships with your target audience
  • Generates traffic to your website as well as your other social media pages

DIGITAL MARKETING SOUTH AFRICA

Our team will help you develop an effective content strategy as well as using other marketing methods to help your business grow.

We align your business goals and objectives with our approach to marketing your business using the most relevant and effective social media platforms.

For 7 useful tips for developing a content marketing strategy, click here.

WEBSITE DESIGN

Without an effective website your content strategy will struggle to gain traction and an audience. In addition, your website should support your marketing efforts and include elements such as a Blog and Social Media. Your website should incorporate the ability to present multimedia and be focused on conversion of your website visitors.

Digital Marketing South Africa recommends the professional web design Cape Town services of ITM Website Design.