The world of digital marketing is a new and somewhat confusing place to be, whether you are just starting out with your digital marketing journey or you are a seasoned marketer just trying to keep up and refresh your skills with new CAM qualifications. Digital marketing can include everything from social media right through to ‘traditional’ methods such as email. The following is a guide to some of the most useful online tools the internet has to offer to digital marketing managers, and in what areas they can benefit you the most.
Facebook is one of the few social media sites that attracts all age groups, walks of life, countries, etc, and its advantageous features such as interest pages and groups, detailed user bios, and PPC targeted advertising make it the ideal marketing tool for both market research and advertising.
However, the advantages are mostly seen by B2C marketers, and although it shouldn’t be ruled out completely, Facebook should not be first choice for B2B marketers. We use our Facebook page to stay in touch with students, share good news and explain course options available
LinkedIn is as advantageous to B2B marketers as Facebook is to B2C marketers. It is the one place where you can target companies by their geographic location and size, as well as targeting their employees/owners all in one place. LinkedIn company pages are designed to help you generate B2B leads by offering various customisable landing pages which change depending on the credentials and other information on the profile of the person who just clicked on your company.
LinkedIn advertising is also useful due to its targeting abilities. Much like the Facebook advertising, it allows you to set budgets and boundaries for the campaign, and offers a fast and cost effective PPC advertising option. LinkedIn also provides Company pages – very under used at the moment. Have you visited our LinkedIn page?
To many people and marketers alike, Twitter is still intimidating and its purpose unclear. Twitter is categorised as a ‘micro-blog’, and its purpose is given away in this title. For a B2B or B2C digital marketing manager, it is the best way to promote the content of your blog, post relevant news within your industry and create brand awareness. Use the 160 characters allowed to link to interesting and relevant content from your blog, the news, other social media sites, whatever takes your fancy as long as it is relevant to your brand and your audience, and be sure to utilise features such as hash tags (the # symbol put before keywords in your post) to draw in new followers and potential leads for your business.
People enjoy reading about topics they are interested in, especially if the posts are informative but colloquial. For example, offering top tips on the latest beauty products or how to apply eye make-up. That’s why marketers tend to slip in sly mentions of the product that they are promoting, for example ‘The eye shadow used on the model in the image is the Midnight Blue shade from our Late Nights collection’. This is far more likely to generate leads than if you were to simply post a direct plug for the product via social media or email campaigns.
Blogging tools depend on personal preference and how the platform suits your needs, and popular ones include WordPress, Tumblr, Blogger to name a few, but please do research into which one is best suited to you, as you are the one that will have to use it, and you need to be comfortable with it. This blog is created using wordpress which we find easy to use.
MailChimp is one of the best tools for putting into place email marketing campaigns. Email marketing is one of the best ways to generate leads as you are reaching a targeted audience directly. The reason MailChimp is one of the best tools is because it accommodates your every need, whether you have never created an email marketing campaign or newsletter in your life, or have and just want to better manage them in future.
Analytics tools offer you the ability to analyse your marketing efforts, and Google Analytics is one of the best free ones there is. It breaks down the website traffic however you customise it to, so you can opt to break it into sections such as ‘Social Media’, ‘Search Engines’, etc, as well as see how many visitors are unique (new to the site) and how many have returned, how long each visitor spent on each individual page of the website, and so much more. This tool allows you to then work out how all your other tools and campaigns are performing (how many people clicked on the blog link this week, have more people been coming to the site from Facebook or LinkedIn, etc.).
There are alternative versions of the tools mentioned, and there are many tools that I haven’t mentioned at all, the list is endless. If you are using any tools that you find useful that haven’t been mentioned, or disagree with any of the recommendations and analysis in this article, please share your thoughts!