Recently I sat down with a new business owner who said she needed to use digital marketing.
I asked her what digital marketing was and she wasn’t sure how to describe it.
I completely understand that.
I like to say it is doing marketing digitally or online. Some people say digital marketing, others say online marketing, and a few will say internet marketing.
I have settled on digital marketing because the word digital essentially means anything online or anything involving technology.
If you don’t know the ins and outs of digital marketing, you might assume it is taking your normal marketing efforts and throwing them online. I am going to show a little bit of the difference in this email today.
Digital Marketing is a mindset shift, and there are three hallmarks, Number one is that it is permission based. Number two, it is a targeted message, we’ll also talk about what that means that your message has to be targeted. And number three, trust is earned.
Your marketing is permission based. There are essentially two types, permission based and interruption marketing.
You are familiar with interruption marketing. It is that phone call during dinner with your family from a telemarketer.
Interruption marketing is that email you get from someone you have no previous relationship with. We call that SPAM.
Another example is popup ads. Now, they are run on websites, so you might think they are good digital marketing tactics. However, people popup blockers because they hate pop ups. Banner ads are losing their effectiveness because people have Banner Blindness (it’s a thing!).
To do digital marketing well, you should be getting permission to send emails or to interact with potential customers.
Maybe you send a PDF download in exchange for their email address.
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” Seth Godin
In the age of digital marketing, the message and audience is more defined. Whereas before, we tried to reach people on a mass scale, now, we are trying to reach the right people with the right message.
Even though we have the ability to be global, we now have to have the right message for the right people.
Because there are so many people we can reach, we have to learn to be relevant to stand out.
You may hear people talk about segmentation. According to Susan Ward,
“Target marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings. It can be the key to attracting new business, increasing sales, and making your business a success.”
We may talk about different marketing personas. We know that we often have more than one kind of customer. Customers have different types of needs and preferences.
Therefore, we have to craft our message to various segments. You often see this done well in email newsletters.
The need for segmentation and for targeted messages leads to the need of various types of data that we can gather via analytics. That is why it is important to have analytics you have installed in your various online marketing platforms.
Trust is earned
Digital marketing is, if nothing else, a conversation.
Instead of broadcasting your message to millions of people to get a miniscule amount of conversion, we should be sending the right message to the right people.
In turn, we create a conversation.
Because we have these social media platforms (and emails, and websites) people have the ability to respond.
And guess what, they will.
What happens if you keep shoving your message out the door but not listening for people when they answer, they eventually get tired and stop listening.
Picture yourself in a social setting. You have just met a new person. You ask them what they do.
“Well, I write words that help people convert leads into customers and fans,” he or she says.
Then, as you are about to ask a question, your new friend launches into a series of seemingly unrelated messages and never pauses to hear your questions.
How long will you sit and listen to their message?
This happens online over and over every single day.
Companies blast their message without hearing what customers and potential customers say or what questions they ask. Eventually, people tune them out. They stop listening.
To utilize digital marketing well, you have to listen as you would in a normal, every day conversation. This earns trust.
Without trust, no one buys from you.
Remember the saying we hear regularly, “People buy from those they know, like, and trust”?
We have to earn their trust and we do that the same way we earn the trust of anyone we already know.
Marketing is a relationship.
There you have it, three hallmarks of digital marketing, as I see it.
Hit reply and ask!
See you next month!