A seasoned inbound marketer may argue that inbound marketing and digital marketing are nearly identical, but there are some subtle differences. And through conversations with marketers and business owners in the United States, United Kingdom, Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are perceived around the world.
At this point, digital marketing is critical for your company and brand awareness. Every other brand appears to have a website. And if not, they have a social media presence or a digital ad strategy. Consumers now expect and rely on digital content and marketing as a way to learn about brands. You can get creative and experiment with a variety of marketing tactics on a budget because digital marketing has so many options and strategies.
The use of numerous digital tactics and channels to connect with customers where they spend the majority of their time: online, is what digital marketing is all about. The best digital marketers understand how each digital marketing campaign contributes to their overall goals. Marketers can also support a larger campaign through free and paid channels, depending on the goals of their marketing strategy.
There are several significant advantages to using digital marketing:
Is digital marketing effective for all businesses?
Digital marketing can benefit any company in any industry or any size. Whatever your company sells, digital marketing still entails creating buyer personas to identify your audience’s needs and producing valuable online content. That is not to say that every business should implement a digital marketing strategy in the same way.
If your company is a business-to-business (B2B), your digital marketing efforts will most likely revolve around online lead generation, with the ultimate goal of getting someone to speak with a salesperson. As a result, your marketing strategy’s role is to attract and convert high-quality leads for your salespeople via your website and supporting digital channels.
Aside from your website, you’ll most likely choose to focus your efforts on business-focused channels like LinkedIn, where your target demographic spends time online.
Depending on the price point of your products, the goal of your digital marketing efforts if your company is business-to-consumer (B2C) is likely to attract people to your website and have them become customers without ever speaking to a salesperson.
As a result, you’re probably less likely to focus on ‘leads’ in the traditional sense, and more likely to focus on creating an accelerated buyer’s journey, from the moment someone visits your website to the moment they buy. This often means that your product will appear in your content earlier in the marketing funnel than it would for a B2B company, and you may need to use stronger calls-to-action (CTAs).
Channels like Instagram and Pinterest can often be more valuable to B2C companies than business-focused platforms like LinkedIn.
Anchit Sood September 5th, 2022
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