Marketing itself is a process of interesting potential customers and clients in your products and/or services. The word “process” is the keyword. And digital marketing is a component of marketing that utilizes the internet and digital devices to promote a product and service. Digital Marketing Process involves 7 components.
Digital Marketing Process
The digital marketing process has 7 components:
- Research
- Visibility
- Bringing targeted traffic
- Engagement
- Conversion
- Measurement
- Retention
Let`s understand each component closely and understand why all are crucial to achieving your goal. All can be related to websites, Facebook pages, YouTube Channels, Reels, etc.
1. Research
Research can be a very broad subject to discuss and many dimensions can be involved. But in digital marketing, we focus our research primarily and majorly toward audiences. With our research, we ask and try to answer two questions
Who is your Audience/Potential Customer?
Here we focus on knowing two major profiles of our audience:
- Their Demographic Profile such as gender, age, income level, martial status, occupation, etc
- And their Pshycographic Profile such as which religion they belong to, what thier interests and hobies are, which political party they prefer, etc.
Where is your Audience/Potential Customer?
We also have to know where should and which location should we target. Therefore we also want to know:
- What is the Geographical Location of you audiience. You tend to know thier country, state, city and even the area.
- The most important is to know where your audince is on Internet and their browsing habits & interest. Ae they reading news online, viviting business pages or websites more, watch dance videos, use Instagram more than Facebook, etc
2. Visibility
Visibility is the process where you make your brand, product, or services visible to your audience. In traditional marketing, this is achieved by building a showroom, placing signage, or advertising using hoardings, newspapers, or television. In digital marketing, visibility can be created using two:
- Owned Media – Media that you own to cimmunicate, interact and convert is owned media. Like your website, Facebook page, Twitter handle, YouTube channel, etc.
- Paid Media – As the name suggest, the media for which you paid in order to increase reach and engagement is paid media. Like Facebook ads, YouTube skipable ads, social media ads, Search ads, etc.
3. Bringing targeted traffic
Targeting is one of the best benefits of digital marketing. Once you have media to create visibility, you can now target the right audience. You can again do this:
- By targeting audience: With GPS in your phone, it is easier to precise geographical targeting. Or you can target audience having desired Demographic, Behavioral & Psychological Profile. Facebook Ads & Google ads gives you variety of targeting options.
- By showing targeted content: You not only target audience, but also target show targeted content. E.g. once you are advertising for a school your ad will contain images of happy kids playing or studying and will be targeted to shown to parents.
4. Engagement
Once you Identify and become visible to the right audience, they will probably engage with your content. They are not going to take any further action till they are engaged. Assume a website selling a mobile phone without mentioning its specifications. No one is going to click the ‘Buy Now’ button as they didn’t get all the expected answers before taking the buying decision.
Here are a few tips to increase engagement:
- Keep your content short and targeted
- Use call to action wisely
- Use perfect colors that fits your communication
- Provide incentives to motivate buyers
- Follow the trend
Also, Read – Top 5 digital marketing strategies to focus on in 2022
5. Conversion
Conversion can be defined as the process of converting the visitor to a customer. It can also be the conversion of advertisement audience to website visitors or post reach to post engagement. We have identified conversion as:
Micro Conversion:
These are conversions that are achieved to complete small goals. Like showing ads to targeted audiences, getting visitors to the website, visitors engaging with the content, etc
Macro Conversion:
These are your ultimate goals. This cannot be multiple. This is the goal of your organization, brand, and business and the primary objective for micro conversions. In most cases this is sales.
6. Measurement
Measurement is the most important of all. If the measurement is done right, you can create better visibility, can target and attract a better audience, can get more engagement, and ultimately get more conversion.
One must analyze questions such as
- From where your customers are?
- What are their browsing interests?
- If Possible, what are their demographics?
- How they came to your Website?
- Your Weekly, Monthly, Yearly & Overall Traffic?
- What is performing Good?
- Which page of your website have maximum traffic?
ETC…
7. Retention
Customers are those who have already tried your product or services. While visitors are all those who are potential customers visiting your website to research your product or service. Retention of both is important.
Retaining Visitors
1. Using Remarketing
Remarketing is when you target those who visited your website or a certain page to show a specific advertisement that focuses on either creating brand recognition or conversion. You can use remarketing on both, Google and Facebook, and both are highly effective.
2. Provide Incentives to collect email Address and do email marketing
Incentives can be downloading your brochure, revealing prices, downloading ebooks, joining a free webinar, grabbing offers, etc. Once you have email IDs, you can always follow up and send promotional emails to convert them in the future.
Retaining Customers
Reward customers for brand loyalty
E-commerce companies follow this a lot. For example, Amazon gives cash back on every purchase and that can be used for multiple transactional purposes. Once people know that they gain being your customer, they will not only be loyal but also shop more.
Provide unmatched customer experience
Customer experience online is crucial. Content is the key factor that engages customers. There is no point in having millions of followers with hundreds of engagement. Brands release festive videos, offers, contests, events to enhance customer experience.
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