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How Digital Marketing Growth Helps You Scale Your Business

Digital Marketing Isn’t Just About Promotion

Growth in digital marketing is the ultimate game-changer for businesses looking for sustainable growth. I’m talking about mind-blowing ROI, hordes of new customers, and revenue that’ll make your accountant do a happy dance.

Well, that’s the Hype out of the way!  

But realistically, with the continuous growth in digital marketing and so many businesses vying for attention online, how do you stand out from the competition? Hint: It’s more than just email marketing and social media!

As you would expect! There’s a treasure trove of growth strategies tactics for getting your digital marketing efforts soaring to new heights. Mostly social media mastery to email marketing magic, but we’ll cover all the bases to help you leave your competition in the dust. Isn’t that what you wanted to hear and why you came here?

So, grab a tea or coffee, get comfy, and we’ll dive into the world of digital marketing growth with a sprinkling of marketing statistics. Trust me, your business will thank you later.

The Evolution of Digital Marketing

Digital marketing has come a long way since the early days of the Internet. What started as simple banner ads and email blasts has evolved into a complex, multi-faceted discipline that includes a wide range of strategies and tactics. In essence, any digital channel(s) or digital media used to promote products or services to other businesses or consumers is now usually called digital marketing. But there’s more to it than that. That’s a bit of a sweeping statement but we’ll hopefully clarify some of that thinking and explain why the growth in digital marketing is important!

The Early Days of Digital Marketing

In the early days of digital marketing, i.e. the start of the 1990s and the rise of the Internet, marketers focused primarily on website development and email marketing. SEO was mostly about keyword stuffing to grab the search engine’s attention and boost SERP ranking. Banner ads and pop-ups were popular tactics to grab users’ attention and drive website traffic. The emergence of social media platforms like Facebook, Twitter, and LinkedIn in the mid-2000s revolutionised digital marketing. Marketers began leveraging these platforms to engage with their target audience, build brand awareness, and drive more website traffic. Social media marketing has enabled more targeted advertising and improved customer engagement.

The early days of Digital Marketing

The Emergence of Mobile Marketing

With the widespread adoption of smartphones and tablets, mobile marketing is now crucial in any digital marketing plan. Mobile-responsive websites, apps, and SMS marketing campaigns cannot be overlooked. By mid-2021, mobile devices accounted for 54.8% of global website traffic, so there’s no going back.

The Future of Digital Marketing

The future growth in digital marketing will be shaped by emerging technologies such as artificial intelligence, voice search optimisation, and interactive content. Personalisation and automation will also play a more significant role in delivering targeted, relevant content to consumers.

As technology continues to evolve, marketers will need to adapt their strategies to stay ahead of the curve and enable an enhanced customer experience. Traditional, fundamental marketing skills are vastly improved when digital marketing is utilised in the marketing communications mix. The big problem that is so often overlooked is that the growth in digital marketing is predominantly tactical stuff.

To gain the best results for any marketing programme, having a strategy pays dividends. I know – it sounds obvious but unfortunately, there are a lot of Random Acts of Marketing that pay few dividends. It’s too easy to blast things out in the hope of gaining a few likes but if they don’t convert into business then it’s wasted effort!

Benefits of Digital Marketing for Business Growth

Digital marketing offers numerous benefits for businesses looking to grow their online presence and reach their target audience. From cost-effective advertising to improved customer engagement, digital marketing can help companies of all sizes achieve their goals by building new connections with target audiences. And that’s the important part, having a target audience rather than assuming everyone is a potential customer.

When done well, digital marketing is often more cost-effective than traditional marketing methods and thus should be an essential part of any marketing plan. For example, a well-executed social media campaign can reach a large audience at a fraction of the cost of a TV ad. According to a study by Gartner, 40% of marketers reported significant savings by using digital marketing to promote their products and services.

Targeted Advertising

Digital marketing allows businesses to target specific demographics, interests, and behaviours. By leveraging data and analytics, marketers can create personalised campaigns that resonate with their target audience, leading to higher conversion rates and ROI. As long ago as 2017, a study by Google found that 90% of marketers said personalisation significantly contributes to business profitability. Digital ad campaigns through search or social media platforms can also drive traffic and conversions, especially when relevant to the audience.

Increased Reach and Visibility

Digital marketing enables businesses to reach a global audience, expanding their potential customer base. With over 4.66 billion active internet users worldwide, digital ad campaigns provide an unprecedented opportunity for companies to increase their visibility and reach.

At the risk of repetition, to be effective, businesses need to understand and clearly define who their ideal customer is. Those who think that promoting their products or services to all 4.66 billion people is a good thing, will only be disappointed!

Measurable Results

One of the most significant advantages of digital marketing is the ability to track and measure results in real-time. Marketers can use tools like Google Analytics to monitor website traffic, conversion rates, and other key performance indicators (KPIs). This data allows businesses to optimise their campaigns and allocate resources more effectively.

Keeping track of campaign results is important to improve performance over timeEven though a survey by HubSpot found that 43% of marketers say proving the ROI of their marketing activities is one of their top marketing challenges, many companies blindly chase the wrong metrics and marketing statistics, to somehow justify marketing spend. So, start by defining what you’re trying to achieve and then define the metrics and KPIs that will help you track performance.

Improved Customer Engagement

Digital marketing is not only a broadcast channel, it facilitates two-way communication between businesses and their customers. Social media platforms, email campaigns, and chatbots allow companies to interact with their audience, respond to inquiries, and build relationships. A study by Sprout Social found that 64% of consumers want brands to connect with them, highlighting the importance of customer engagement in digital marketing.

Essential Channels to Boost Growth in Digital Marketing

To effectively reach and engage with your target audience, it’s crucial to leverage a variety of digital marketing channels in your marketing plan. Each channel offers unique benefits and opportunities for digital marketing growth and helps businesses connect with their customers and drive revenue growth. The best idea is to focus on one channel to start with, rather than randomly sending/posting messages across various channels. Below is a brief description of each.

Social Media Platforms

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn are essential channels for digital marketing. These platforms allow businesses to build brand awareness, engage with their audience, and drive website traffic through content and social media advertising. With over 3.6 billion social media users worldwide, social media marketing provides a vast opportunity for businesses to reach their target audience.

As you will appreciate, each platform has a different reach and style so make sure your messages are appropriate to the respective platform style and its users. Don’t just send the same content/messages to each different channel. Tailor the messaging to suit the channel’s audience.

Email Marketing Campaigns

Email marketing remains one of the most effective digital marketing channels, with an average ROI of $42 for every $1 spent. Personalised email campaigns can help businesses nurture leads, promote products or services, and build customer loyalty. According to the UK’s Data & Marketing Association, 49% of consumers reported they were happy to receive promotional emails from their favourite brands regularly, whereas 55% mentioned their strong preference for “relevance”. So be aware that subscriber needs are shaped by a desire for impactful and helpful content beyond just delivering promotional offers.

Content Creation and Distribution

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Blogs, videos, infographics, and whitepapers are examples of content that can help businesses establish thought leadership, drive website traffic, and generate leads. Content also helps search engines find you which is valuable if you want to be listed in the search engine results pages (SERPs)!

According to the Content Marketing Institute, 58% of B2B marketers say content marketing helped them generate sales/revenue in the last 12 months, up from 42% the previous year. However, the most frequently cited content creation challenge is creating the right content for the audience. For content marketing to be effective, the content must align with buyers’ needs and needs to include a mix of educational, inspirational, engaging and thought-provoking content.

Mobile Apps and Websites

With the ever-increasing use of mobile devices, having a mobile-responsive website and/or a mobile app is crucial for businesses and has been for several years. Mobile apps can provide a personalised user experience, increase customer engagement, and drive sales. A study by Google found that 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitor’s site instead – we’ve all had that experience!
mobile experience is important

Developing an Effective Digital Marketing Strategy

To maximise the impact of your digital marketing efforts, it’s essential to develop a comprehensive strategy that aligns with your business goals and target audience. A well-crafted digital marketing strategy will help you allocate resources effectively, measure success, and continuously optimise your campaigns. After truly understanding your business goals, the first step in developing an effective strategy is to define your target audience. By understanding your ideal customer’s demographics, interests, and behaviour, you can create targeted campaigns and content that resonate with them. Creating buyer personas can help you visualise your target audience and tailor your marketing messages accordingly.

Setting Marketing Goals

Setting clear, measurable marketing goals is a key factor to the success of your digital marketing strategy. These goals should align with your overall business objectives and be specific, measurable, achievable, relevant, and time-bound (SMART). A simple example would be “to increase the number of online quote requests, by 10% within the next six months”.
Digital marketing goals include increasing website traffic, leads generated, demo requests, webinar attendees or improving conversion rates of XXX. Allocating your marketing budget effectively is crucial for the success of your digital marketing strategy. According to a survey by Gartner, marketing budgets have shifted to digital channels, with digital advertising spending taking the largest share of the budget at 12.3%.

Selecting the Right Channels

Choosing the right digital marketing channels is important for reaching your audience effectively. Consider factors such as your target audience’s preferences, your marketing goals, and your budget when selecting channels. A multi-channel approach that combines various digital marketing tactics, such as social media marketing, email campaigns, YouTube videos and content marketing, can help you maximise your reach and impact.

Measuring and Analysing Results

Regularly measuring and analysing the results of your digital marketing efforts is crucial for optimising your strategy and achieving your goals. Use digital analytics tools (e.g. Google Analytics) to track key performance indicators (KPIs) such as website traffic, conversion rates, and engagement metrics. By continuously monitoring and adjusting your strategy based on data-driven insights, you can improve your ROI and ensure the success of your digital marketing efforts.

As important is knowing what doesn’t work so that you can ensure that any marketing budgets in your digital marketing plan are invested wisely in online channels. Measuring what matters is a better strategy than measuring everything. It’s the insights that the data provides that are important for future improvement

Key Takeaway: 

Digital marketing has evolved from simple banner ads to a complex, dynamic field. It’s crucial for businesses to adapt and use channels like social media, mobile marketing, and content creation effectively. Personalisation and measuring appropriate results will keep you ahead in the game.

Staying Ahead of Digital Marketing Trends

The world of digital marketing is constantly evolving. As a digital marketer, it’s necessary to stay on top of the latest trends and technologies to remain competitive – but don’t be a slave to the shiny new object syndrome.

Think about this – AI isn’t just another tool in digital marketing; it’s revolutionising the whole scene. everything from chatbots providing 24/7 customer support to AI algorithms analysing customer data and producing content for website articles, blog content and advertising/social media posts. Marketers are leveraging AI to automate tasks, enhance content planning, and make data-driven decisions.

A lot of rubbish is being spewed out too, so use it wisely and you will get a better outcome. Many marketers see the technology as transformative to their role, but most marketers also appreciate the need for human oversight.

A study by Salesforce found that 51% of marketers are already using AI, with an additional 27% planning to incorporate it into their marketing strategies. Rather than expecting AI to be the Holy Grail that will automatically drive stellar success, start with understanding which roles and tasks AI can help with.

From a marketer’s perspective, AI is like having a great assistant always at hand to help with tasks like brainstorming, ideation and automated workflows – however, remember that it needs human sentience (and supervision) to be effective.

Voice Search Optimisation

As Siri and Alexa become more of a daily go-to for some people, making sure they can find your content with a simple voice command is key. Voice search queries tend to be longer and more conversational than text-based searches. Marketers should focus on long-tail keywords and natural language processing to ensure their content is voice-search-friendly.

According to the Smart Speaker Market Outlook (2023 to 2033), sales of smart speakers are projected to rise by a CAGR of 32.55 by 2033. Although smart speakers are used for many purposes, think along the lines of snappy quizzes, opinion-gathering polls and information-gathering tasks. By providing a more immersive and personalised experience, interactive content can boost engagement rates and drive conversions.

Personalisation and Automation

Personalisation and automation have been key trends in digital marketing for a long time. Not another “This will be the Year of Personalisation” quote?  No, but with a little help from AI-powered gadgets and a deeper dive into customer data, marketing pros can send tailor-made content straight to your inbox or feed. Together with marketing automation platforms this data can (should!) help streamline and optimise marketing processes, from lead generation to customer retention.

Data-Driven Marketing

Data-driven marketing involves using customer data and analytics to help inform marketing strategies and decision-making. It’s all about connecting the dots between someone scrolling through a webpage, engaging on Instagram or filling out a survey. For marketers, tapping into these sources reveals the bigger picture of customer desires and can provide useful insights into user behaviour.

Measuring the Success of Your Digital Marketing Efforts

It’s pretty key to check how well your digital marketing strategy is performing, so you can make the right moves towards winning. But how do you know if your campaigns are truly effective? KPIs are those measurable values that help businesses evaluate the success of their digital marketing efforts. Some common digital marketing KPIs include:

  • Website traffic – not only is it increasing but is it the right type?
  • Conversion rates – targeted traffic to the right type of offer helps.
  • Click-through rates (CTR) – the headline is so important to create interest for “more”
  • Cost per acquisition (CPA) – this helps to understand which channel is most effective and thus where to spend more
  • Return on investment (ROI) – is the cost worth it and if not what can be done to improve the results

By tracking these metrics, marketers can identify focus areas for marketing priorities to improve and optimise their strategies accordingly. Remember to pick metrics and KPIs that are appropriate to your business and your marketing.

Tracking Website Traffic

Tracking website traffic is essential for understanding how users interact with your site and identifying opportunities for improvement. Tools like Google Analytics provide valuable insights into website traffic, e.g., Number of visitors – Bounce rates – Time spent on site – Traffic sources, etc. Marketers who track relevant statistics over time have a golden opportunity to make visiting their site a better experience for site visitors.

Optimise campaign performance through robust visitor tracking.Website traffic stats can certainly help optimise your website for what people are interested in. Not every visitor will be immediately interested in what you’re offering. To truly grasp what makes your audience tick across all platforms — be it emails they eagerly open or ads that catch their eye — analysing customer behaviour provides key insights for improvement.

Looking into every step of a typical shopper’s journey helps catch any hiccups early. With this knowledge available, marketers can refine content and messaging, reducing friction and help to make sure more visitors engage. This could mean many things. From website layout, content tone, images used, pricing and offers to ease of completing the checkout payment or following a Call To Action (CTA).

Getting inside your customers’ heads can be easier than you think – it’s all about checking out where they click with heat maps, listening to their voices through surveys, seeing through their eyes with user recordings and analysing which pages of content people spend their time on.

Calculating Return on Investment (ROI)

Calculating the ROI of digital marketing efforts is crucial for justifying marketing spend and allocating resources effectively. To calculate ROI, divide the net profit generated by each digital marketing campaign by the total cost of the campaign, and multiply by 100 to express the result as a percentage. According to many studies, proving the ROI of marketing activities is still one of the top challenges faced by marketers.

Adjusting Marketing Strategies

Regularly reviewing and adjusting your digital marketing strategies based on data-driven insights is essential for continuous improvement and growth. By analysing KPIs and customer feedback, marketers can identify areas for optimisation and make informed decisions to enhance their digital marketing efforts. Implementing A/B testing can be a valuable tool for comparing the effectiveness of different marketing elements, such as ad copy, landing pages, or email subject lines, and refining your strategies based on the results. Most martech tools now have A/B testing options built-in.

Working with Digital Marketing Specialists for Profitable Growth

As a business owner, you wear many hats. But when it comes to digital marketing, sometimes it’s best to leave it to the experts. A digital marketing agency might be a good way to help translate business vision and goals into effective online strategies for growth. Digital agencies generally have the expertise, resources, and tools to develop and execute effective marketing strategies tailored to your business goals.

They can help you stay up-to-date with the latest industry trends, optimise your campaigns for better results, and provide valuable insights and recommendations based on data-driven analysis. If you think that a marketing agency would be useful to help you scale your business, it’s worth spending some time understanding exactly where that help would be best delivered. You know your business and how you got to where you are today.

For an agency to add value, they should be able to adapt their skills and experience so that it’s relevant to you. Avoid any agency that expects to jump in and wave their magic wand without understanding your business and your customers.

Choosing the Right Agency for Your Business

When selecting a digital marketing agency, it’s essential to choose one that aligns with your business goals, values, and budget. Look for a potential digital agency with a proven track record of success in your industry. Consider factors such as their communication style, reporting processes, and the range of services they offer. You’ll come across many “full-service digital agencies” and soon realise they don’t have a clear digital strategy but talk a good game. That’s a warning sign straight away. They typically find the freelance resource when they win the business and 6 months later the freelancer has moved on.

If you’ve defined what type of help you need then you’re onto a good start. You’ll easily be confused by the terminology. Realistically there are Advertising Agencies, Creative Agencies, Social Media Agencies and Marketing Agencies. All of them will of course be digital agencies because it’s hard to do any of those tasks without being digital. But a Digital Marketing Agency should have strategic marketing expertise using digital technologies that will help you position your business competitively in a digital world.

Optimise Campaigns

Request case studies and references to gauge their experience and expertise, and ensure they clearly understand your business objectives and target audience. Be careful to ensure that the strategies proposed for your business are relevant to your market and your customers. Too often you’ll find a “specialist digital growth agency” will use a standard marketing plan template and then struggle to produce meaningful results – no two companies are the same thus no two strategies should be the same!

For a winning strategy with a marketing agency, establish clear communication channels and expectations from the start, and be open to their ideas and recommendations. Start by laying everything on the table – details about your business and how you got to where you are today, insights into the audience you’re chasing after, plus those big dreams of yours. In other words, create a brief that clearly defines where you are now, what you’re trying to achieve and how you think that would be done best. Then ask them to run through a typical scenario – not a pitch, not a full-blown presentation just get them to paint a picture of how they would envisage working with you.

Once that groundwork has been laid down it’s easier to create a strategy and tactical plan that will have a better chance of achieving your objectives. It should be one that you can get behind enthusiastically. Challenge assumptions and make sure you agree with any research produced. Regularly review and discuss the progress and results of your campaigns, and be willing to make adjustments, as needed, based on data-driven insights.

Maximising Your Marketing Budget

Working with a digital marketing agency can help you maximise your marketing budget and achieve a higher ROI. By leveraging their expertise and resources, you should be able to avoid costly mistakes and ineffective strategies. This helps you focus your budget on the channels and tactics that deliver the best results for your business.

A digital marketing agency can also help you identify cost savings and optimisation opportunities, such as streamlining your marketing processes and workflows, automating repetitive tasks, or negotiating better rates with media partners.

Key Takeaway: 
Stay ahead in digital marketing by embracing AI, voice search optimisation, interactive content, personalisation and automation. Use data-driven insights to tweak strategies for better engagement and ROI. Consider teaming up with specialists to boost your online presence efficiently.

Conclusion

Growth in digital marketing is the key to unlocking your business’s full potential. With a mix of engaging on social media platforms, sending out relevant emails, crafting must-read content and smartly using data insights — you can outperform your competitors in the digital race.

If you want to win at digital marketing, remember it’s all about embracing changes with open arms, stepping out of conventional boundaries in thinking, and consistently placing your audience at the forefront of everything. With the right mix of creativity, analytics, and a dash of humour, you’ll be well on your way to achieving digital marketing excellence. As you will have gleaned from this article, putting an effective marketing strategy in place is key to gaining the benefits from digital marketing campaigns/tactics. The more relevant you are to your chosen customer types (your audience), the better your product or service fits their needs, the better your chance of success will be.

Now you’ve covered the basics, intrepid marketers, it’s time to conquer the digital world one click at a time as digital marketing experts. Armed with this knowledge and a thirst for effective and sustainable growth, imagine where your business could go – the possibilities are exciting and endless.

So what are you waiting for? Start implementing these strategies today and see your digital marketing efforts take flight. Remember, consistency is key, so be sure to review and adjust your campaigns and tactics regularly.

Take the next step towards successful business growth and start developing an effective digital marketing strategy today. If you need help and would like to leverage our expertise to maximise your ROI please get in touch.

We’ll help you with an integrated approach that will bring you closer to achieving your goals. With a solid digital marketing plan, the sky’s the limit for your business!

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