What is Digital Marketing?
Digital Marketing is defined as using social media, paid advertising, content marketing and organic search to drive more consumers from your website to purchase products or services.
According to recent Australian marketing research Australian business owners invest over 55% of their marketing budget to digital, compared to less than 20% on TV and 11% in print based marketing.
The golden rule to achieve great conversion results is to place the right offer in front of the right audience, at the right time.
Why is digital marketing so important?
We can reach people who are showing buyer intent instantly. We can track their behaviours, search queries and position an ad or offer to engage them. Digital Marketing is amazing because it is driven by data and therefore iron-clad.
What kinds of digital marketing are there?
- Search Engine Optimization
- Search Engine Marketing
- Content Marketing
- Social Media Marketing
- Pay per Click Advertising
- Affiliate Marketing
- Email Marketing
What is Search Engine Optimisation?
SEO is the art of ensuring your content is found high in the users search engine ranking results. Everyday there are over 2.2 million searches in Google alone. If your website is not ranking on Page 1 of Google then you may as well be invisible.
In order to rank in Google your content must include relevant keywords, a technically correct and well structured page of content, meta tags, descriptions and much more. SEO (Search Engine Optimisation) is a skillset best left to those that understand the search engines and how they crawl websites.
On average Google will update their search platform up to 1 or 2 times a year. This means that in order for your website to stay on top of Google, the administrator or web developer must maintain the content and ensure it meets Google guidelines.
At Corporate Design Solution we only use white-hat SEO. White-Hat means that we use legal and ethical means of ensuring your content is ranked, relevant and authoritative. By following White-Hat techniques we can ensure your website won’t be penalized by Google and tank your rankings.
We prefer to focus our energy on organic SEO. This means we want your website to rank without you having to pay for paid advertising, like Google Adwords. Statistics shows that 7/10 searchers click an organic listing over a paid listing.
In simple terms, SEO is split into two streams (off page and on page). Off Page refers to the work we do to promote your content on other websites (link building, forums, guest posts, directory submissions, etc.). On Page SEO refers to ensuring your content meets the Google content guidelines. This is done on a page by page basis on your website.
If we take on a project where we have not built the website then we will conduct a FREE technical SEO audit on your website to find these faults.
What is Search Engine Marketing?
SEM is also known as Search Marketing. It’s a process marketers use to drive traffic to your website using paid ads. Some of these ads might be banner ads, Google Ads, YouTube in-video Ads and more. There are many ways to bring extra traffic to a website. It is important to be clinical when creating a paid search campaign.
As marketers in the SEM space we rely on data from Google, You Tube, and other websites that offer paid search alternatives. We try and implement a multi-layered approach when it comes to paid advertising. One advert is never enough. You have to split test ads to see which one has the greater click through rate and conversions.
We can even spy on your competitors and see if the paid ads they run are profitable and where the gaps are in the market for you to exploit.
What is Content Marketing?
You’ve probably heard the term ‘content is king’. We subscribe to that theory at Corporate Design Solutions and here’s why? Google is the number one search engine. It returns the Top ten websites on the basis of crawling tens of millions of websites for a given keyword or phrase.
How does Google define whether the website is valuable to the searcher? It’s based on the value of the content, how many people endorse it and its relevance.
Crafting content should be a deliberate and strategic decision based on data only. We instruct our clients to follow a set content plan and deliver the content in a way that appeals to Google’s Search Engine.
What is Social Media Marketing?
Social Media Marketing or SMM as the industry calls it is the tool marketers use to promote your brand, product or service to social media followers. Social Media has become a marketing minefield and it is important to know that each platform has a unique demographic footprint. Facebook is the most recognised Social Media platform followed by YouTube, Instagram, Twitter and LinkedIn.
A few new platforms are entering the market in 2020, such as Tik Tok, which are ideal if you want to market to a teenage audience.
Without a doubt Facebook has the potential to drive more revenue to your business with it’s growing audience. Facebook is easily Australia’s most widely used Social Network early in 2019 with over 17.1 million Australians aged 14+ (83%) visiting Facebook in an average four weeks, an increase of almost 4.2 million (+32.4%) from four years ago according to the latest research from Roy Morgan.
Social Media Statistics Australia – June 2019
- Facebook – 15,000,000 Monthly Active Australian Users (steady)
- YouTube – 15,000,000 Unique Australian Visitors per month (UAVs)
- Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)
- WhatsApp – 7,000,000 Active Australian Users
- Snapchat – 6,400,000 Monthly Active Australian Users (Snapchat data)
- WordPress.com – 5,800,000
- LinkedIn – 5,500,000 Monthly Active Australian Users approx
- Twitter – 5,300,000 Monthly Active Australian Users approx
- Tumblr – 3,700,000
- Tinder – 3,000,000 Australian users
SMM allows marketers to create an objective, define an audience, set fixed budgets and curate specific content that fits the audience profile. In many circumstances leads can be much cheaper than traditional Google Ads.
The major growth area in SMM is video. The ability to showcase your brand, product or service through a short 30 second or 1 minute video can increase ROI by 11 times.
What is Pay per Click Advertising?
Most commonly known as Google Ads. Every time an ad is clicked, sending a visitor to a website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it.
In other words, if we pay $1 for a click-through, but the click results in a $200 sale, then we’ve made a healthy profit.
Google has a quick and simple methods for inexperienced business owners to create Ads. It’s called Adwords Express. It bypasses many of the fundamental steps marketers need to define the audience and their interests.
We prefer to use the full Google Adwords suite to fine tune the ad and reach a targeted audience. We find taking this step gives us greater data and a high chance of improving the ROI for our clients.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
What is Affiliate Marketing?
Affiliate Marketing allows you to connect to third-party SAAS providers or Product based websites like Amazon and resell their products using affiliate links. The affiliate links connect to a dashboard linked to a unique identifier to your business. If a consumer clicks the link and/or buys the item or service then you receive a commission. In some instances you can receive between 4% to 50%.
Affiliate marketing is commonly confused with referral marketing, as both forms of marketing use third parties to drive sales to the retailer. The two forms of marketing are differentiated, however, in how they drive sales, where affiliate marketing relies purely on financial motivations, while referral marketing relies more on trust and personal relationships.
What is Email Marketing?
Email Marketing can be a powerful tool if used well. In some studies there has been recorded ROI of 141% when delivered using an email sequence with customized content.
Some of our favourite Newsletter platforms include Mailchimp and Get Response. Mailchimp is free to use for small business startups while Get Response is a heavier tool bringing marketing automation, funnels and landing pages. It’s ideal for conversion focused lead generation campaigns.
How much does Digital Marketing cost?
It’s virtually impossible to set a figure for this broad question given the amount of variables involved. To provide an accurate price the marketing firm must listen to the client, research their competition and market sector, prepare a strategy and perform a quote.
At Corporate Design Solutions we can quote a fixed price per project or set a monthly cap and work on your project each month up to the cap value. In most cases digital marketing requires an ongoing commitment and as such the monthly capped option provides the business owner with financial certainty.
Monthly reports are given to quantify the work we undertake for each business. We create a before and after snapshot so you can keep abreast of the dynamic changes we make to your business.
For a FREE consultation please make an appointment.