62% of online shoppers are brand loyal, providing a great opportunity for brands to take advantage of their loyalty and turn it into a long-term relationship. That’s good news for online businesses that hope their customers will return — but what about those looking to acquire new leads?
[sstk-pullquote align=”right”]Do you need a Facebook page? A Twitter feed? An Instagram account? What about a blog? What elements are crucial to the success of your website[/sstk-pullquote]
With hundreds of competitors going after the same potential customers, digital marketing is key to the success of your online business. It amplifies your message and gets your products or services in front of new eyeballs, helping you build a brand that inspires loyalty. But knowing how to craft that marketing plan can be confusing. Do you need a Facebook page? A Twitter feed? An Instagram account? What about a blog? What elements are crucial to the success of your website?
Today’s online consumers are in completely control of their shopping experience. They compare prices, buy from any one of their many devices, and expect an easy, customer-friendly experience. Out of necessity, marketing has adapted to meet the customer wherever they are in their buying journey. According to customer experience expert Colin Shaw, customers are more likely to leave you over a service-related issue than price.
We’ve compiled this comprehensive digital marketing guide because we want to help you become better marketers and, in turn, be more successful at what you do. Whether you’re launching your first business on the web or looking to inject some life into your site’s marketing campaign, this guide will give you the tools you need to become successful in your online marketing efforts.
Here’s what you’ll learn:
Section 1 | Getting Started with Digital Marketing
- Setting goals and revenue models
- The elements of a terrific website
- Building a brand
Section 2 | Knowing Your Customer
- Market research
- Identifying target customers
- Soliciting feedback
Section 3 | Eyeballing the Competition
- Who are your competitors
- How to analyze their business
- A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis
Section 4 | Tools For Success
- Web and design tools
- Business management tools
- Other resources
Section 5 | Choosing Platforms and Measuring Success
- How many platforms do I need?
- Social media
- Website
- Content marketing
- Online ads/PPC
Section 6 | Developing Strategy & Cross-Channel Coordination
- Why do I need a strategy?
- If each channel is different, why should they be coordinated?
- Social media tactics
- Website tactics
- Content marketing tactics
- Online advertising tactics
- Inbound marketing tactics
Section 7 | Usability and Conversion Optimization
- UX and why it matters
- Plugging the holes in your website that are leaking money
- How to turn visitors to customers
- What to do when a customer abandons their cart
Section 8 | Scaling
- Marketing must continue even after you have customers
- Growth marketing is different than startup advertising
- Be sure you’re prepared to handle growth in your business