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How to get started with digital marketing

Getting Started With Digital Marketing

1. Assess your needs.

     A big part of winning with digital marketing isn’t just knowing the strategies, but knowing the proper context for said strategies. For example maybe you’re really good at running awareness ads on Facebook. And that’s all fine and dandy but if you’re a chiropractor you won’t get very far. Your ad dollars would be better spent on Google search ads for example. This isn’t to say you should pigeon hole yourself, but your digital marketing regiment should be as pertinent as possible to how people would likely discover your business. Think, if someone needed to find me, how might they go about it, or what’s the most logical first step in your buying process. It also depends on your goals but here’s how I generally break it down.

Generally for a more service or needs based business you might focus your efforts on things like..
-Google
-SEO
-Thumbtack
-Next Door
-HomeAdvisor
Or similar listing platforms to the last three examples.

     While you technically could run ads on Facebook and see some results, Facebook to me is more for achieving brand awareness, or for products that could be categorized as impulse purchases.

     Alternatively if you’re a more brand or impulse oriented business as in clothing brands, restaurants, e-commerce, or things to that effect, you’ll find social media may be a more effective tool for you.

     There is some overlap obviously. For example if you have a more search oriented service based business you could run pixel retargeting campaigns on Facebook and likely drive some good results. And if you have the budget I recommend you’d explore a wealth of different techniques, strategies and platforms and see what best drives results for your business. But what I’ve laid out here should be a solid starting point.

2. Make a plan.
     This may seem obvious but it’s not enough to just throw up some ads and “see what happens”. You need to carefully calculate a reasonable budget and determine how much time you can allocate to your marketing regimen.

You should determine your…
Net lifetime value per customer or net gain per sale
-How many leads does it generally take to achieve a sale
-Reasonable cost per lead
-Reasonable cost per sale
-Campaign profit goal

     Determine what kind of return you’d like to see with said campaign and using the figures above set a reasonable budget. For a more in depth breakdown on setting a campaign budgets click here.
Take a look around and see what’s working for people in your niche and how you could do even better.

3. Gather content.
     Content creation and testing can be rather time consuming. Use services like Fiverr, Upwork, or Canva to speed up the process. I’m a big advocate of brand consistency but initially it’s a good move to test different variations of content. This all depends on budget and allotted time but it’s a good idea with posting and advertising to try out lots of different content types. What kind of angles drive more engagement, what music in your ad, close shots or more all encompassing shots? It’s likely your audience has specific tastes. For example if you’re marketing sports cars you might find your audience responds better to high contrast images with dramatic angles and lighting. You should test subject matter as well.

4. Find your audience.
Finding and growing your audience will partially be achieved by the testing regiment laid out above. When it comes to advertising on Facebook at least finding your audience can be quite simple. Facebook can autosuggest audience traits while you’re creating new audiences. As well it’s very simple to test different audiences against each other with built in A/B testing that Facebook provides. Facebook can also generate lookalike audiences based upon your current buyers, page likers, site visitors or more. This has been shown to be extremely effective as it plays into habitual buying habits based on the psychology of your audience. Really the name of the game here is testing. You should always be looking for ways in which to optimize your audiences and how you interact with them. Just be sure to isolate variables while testing so as to create the most conclusive results.

5. Optimize.
     If you read any other blog posts of mine (or just this one) you’ll find yourself nauseated by the excessive use of the word “testing”. In your content, ad copy, captions, ad types, and so on you should be constantly testing different variables and closely monitoring results of your digital marketing efforts. If not, you’re throwing spaghetti at the wall and arbitrarily wasting valuable time and money. Every niche is different and so is every business. Learn as much as you can along the way but a lot of your marketing journey will be seeing what works for you through closely monitored optimization. 

Getting Started With Digital Marketing

1. Assess your needs.

     A big part of winning with digital marketing isn’t just knowing the strategies, but knowing the proper context for said strategies. For example maybe you’re really good at running awareness ads on Facebook. And that’s all fine and dandy but if you’re a chiropractor you won’t get very far. Your ad dollars would be better spent on Google search ads for example. This isn’t to say you should pigeon hole yourself, but your digital marketing regiment should be as pertinent as possible to how people would likely discover your business. Think, if someone needed to find me, how might they go about it, or what’s the most logical first step in your buying process. It also depends on your goals but here’s how I generally break it down.

Generally for a more service or needs based business you might focus your efforts on things like..
-Google
-SEO
-Thumbtack
-Next Door
-HomeAdvisor
Or similar listing platforms to the last three examples.

     While you technically could run ads on Facebook and see some results, Facebook to me is more for achieving brand awareness, or for products that could be categorized as impulse purchases.

     Alternatively if you’re a more brand or impulse oriented business as in clothing brands, restaurants, e-commerce, or things to that effect, you’ll find social media may be a more effective tool for you.

     There is some overlap obviously. For example if you have a more search oriented service based business you could run pixel retargeting campaigns on Facebook and likely drive some good results. And if you have the budget I recommend you’d explore a wealth of different techniques, strategies and platforms and see what best drives results for your business. But what I’ve laid out here should be a solid starting point.

2. Make a plan.
     This may seem obvious but it’s not enough to just throw up some ads and “see what happens”. You need to carefully calculate a reasonable budget and determine how much time you can allocate to your marketing regimen.

You should determine your…
Net lifetime value per customer or net gain per sale
-How many leads does it generally take to achieve a sale
-Reasonable cost per lead
-Reasonable cost per sale
-Campaign profit goal

     Determine what kind of return you’d like to see with said campaign and using the figures above set a reasonable budget. For a more in depth breakdown on setting a campaign budgets click here.
Take a look around and see what’s working for people in your niche and how you could do even better.

3. Gather content.
     Content creation and testing can be rather time consuming. Use services like Fiverr, Upwork, or Canva to speed up the process. I’m a big advocate of brand consistency but initially it’s a good move to test different variations of content. This all depends on budget and allotted time but it’s a good idea with posting and advertising to try out lots of different content types. What kind of angles drive more engagement, what music in your ad, close shots or more all encompassing shots? It’s likely your audience has specific tastes. For example if you’re marketing sports cars you might find your audience responds better to high contrast images with dramatic angles and lighting. You should test subject matter as well.

4. Find your audience.
Finding and growing your audience will partially be achieved by the testing regiment laid out above. When it comes to advertising on Facebook at least finding your audience can be quite simple. Facebook can autosuggest audience traits while you’re creating new audiences. As well it’s very simple to test different audiences against each other with built in A/B testing that Facebook provides. Facebook can also generate lookalike audiences based upon your current buyers, page likers, site visitors or more. This has been shown to be extremely effective as it plays into habitual buying habits based on the psychology of your audience. Really the name of the game here is testing. You should always be looking for ways in which to optimize your audiences and how you interact with them. Just be sure to isolate variables while testing so as to create the most conclusive results.

5. Optimize.
     If you read any other blog posts of mine (or just this one) you’ll find yourself nauseated by the excessive use of the word “testing”. In your content, ad copy, captions, ad types, and so on you should be constantly testing different variables and closely monitoring results of your digital marketing efforts. If not, you’re throwing spaghetti at the wall and arbitrarily wasting valuable time and money. Every niche is different and so is every business. Learn as much as you can along the way but a lot of your marketing journey will be seeing what works for you through closely monitored optimization. 

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Gain brand awareness and generate leads
with ads on social media & Google.

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Creation of professional, cohesive, & brand
driven content.

Social Media

Increase brand relevance & connect with
your audience.

Paid Ads

Gain brand awareness and generate leads
with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.

Social Media

Increase brand relevance & connect with your audience.

Paid Ads

Get massive awareness and
generate leads with ads on social media & Google.

Content Creation

Creation of professional, cohesive, & brand
driven content.