All You Need to Know about Digital Marketing
As we rapidly expand the Design Pickle team, we want to start sharing our stories with the rest of our community. This post was written by our Marketing Coordinator, Rachel Clements. Rachel’s journey started as Russ Perry’s personal trainer and evolved into a full-time role in digital marketing. In this post Rachel gives her advice to digital marketers that are starting from ground zero, just like she did.
When I joined the Design Pickle team, I didn’t know anything about Digital Marketing.
I was personal training Russ Perry, the founder of Design Pickle, when I decided to quit my day job and start fresh with something totally new to me – Digital Marketing.
My background is in Kinesiology, the study of movement, so most of my professional life was spent in a gym or fitness studio where phones and laptops weren’t even allowed.
Over the past 10 months working at Design Pickle, I’ve learned how to strategize, implement, monitor, and report on multiple digital marketing platforms. I’ve come from Googling questions like “what does CPC mean on Facebook” to creating reports with acronyms like CPC, CPM, CPA, CTR (and understanding them all!).
In this post, I’m going to talk about the absolute basics of marketing in the digital world from the experience I’ve had as a personal-trainer-gone-digital-marketer. Think of it as your digital marketing for beginners guide!
I hope this post will inspire you to understand the basic concepts of digital marketing, start implementing digital marketing efforts in your business, and give you actionable advice to expand your skills as a marketer – no matter where you’re starting from!
What is Digital Marketing?
Digital Marketing is exactly what it sounds like – marketing online, or promoting awareness of products and services and the benefits they provide to potential customers over the internet.
This can be done organically by creating content about your business that people are compelled to consume and share, or by purchasing and placing advertisements on the internet that compel people to take a desired action (i.e. visit your website, start a free trial, or watch an informational video).
While it might be easy to get caught up in the hype of a “new way of advertising,” it is important to realize that any kind of marketing is still marketing; the bottom line of your effort is to promote your product or service to an audience of potential buyers.
Digital marketing uses a lot of the same strategies as traditional marketing, adapted for the way people consume information online. The three most common ways people consume information online are through email, search engines, and social media.
Email marketing is the O.G. of digital marketing. The first email ever sent was in 1971, and companies have been using email as a platform to send messages about the products and services they sell to their contact lists ever since.
A contact list is the list email addresses of everybody who has expressed interest in your business and given you permission to follow up with them via email. Permission needs to be given in one of two ways – implied or expressed.
Anybody who takes part in a business transaction or engagement with you gives implied permissionto follow up via email. You give “implied permission” to a company to follow up with you when you make a purchase, make a donation, or enter a contract. An example of this is an emailed receipt after making an online purchase; by trusting this company enough to engage in a transaction, you are implying that they have permission to follow up with you about that transaction.
If there is no implied permission, you must get expressed permission from someone before sending any email messages. Expressed permission is when you clearly ask a customer for permission to send them email messages and they agree. You must include all relevant contact informationabout your company and an option to unsubscribe from your contact list at any time.
We don’t have time to get into building a contact list in this blog, but luckily Kissmetrics came up with a list of 11 ways to build an email list as quickly as possible to help you out.
The strategy of email marketing – i.e. the way you communicate your message and how often – will be unique to every business. Businesses might change the strategy of their email marketing efforts based on company growth, shifts in market demand, or during product releases/software updates. A change in email marketing strategy usually results in a new marketing campaign.
An email marketing campaign can be described as a series of emails supporting the same message or promoting the sale of a specific product(s) or service(s).
Digital Marketer has an extensive guide on best practices for building an email marketing campaign that will help you understand the kind of message that your audience should be receiving at each step of their buyer’s journey.
HubSpot has a great list of email marketing campaign examples if you are more of a visual learner and want to see how other companies have successfully implemented their own email marketing campaigns. And G2 Crowd put together a complete list of the best email marketing software you can use.
The highest return on investment (ROI) that I ever saw from a single email campaign during my time at Design PIckle was our Semi-Annual Annual Upgrade Sale.