Image credit @trommelkopf at Unsplash.com
Digital marketing is to a business now what coffee is to a hipster.
The hipster could survive without a coffee, but not for long. And what a miserable existence would that be! Meanwhile, armed with a coffee, a hipster is capable of turning the world over – not even a lever is required.
So what exactly is this digital marketing, that seems to make the world go round, drives postmen crazy for full month before Xmas and generally works for business sales like doping for Russian athletes – systematically and undeniably?
Look no further, we will shed some neon light for you on:
DOWN TO BUSINESS: DIGITAL MARKETING IS..
So, the dictionary definition of a digital marketing is that:
Digital Marketing is marketing of services and products implemented via digital media and with the help of digital tools & technologies.
So basically, any activity, that is performed by a business to establish, create, maintain, nourish, sustain the relationship with the customer via Internet is referred to as digital marketing.
Digital marketing managers came up with a great term to break down the marketing funnel into stages, so that to explain to the uninitiated:
Digital Marketing RACE Planning Framework explained
During each of the stages of the process a digital marketing manager will use a diverse set of tools and platforms to convert an unsuspecting cyber passer-by into a paying customer, skilfully leading you from Reach stage to Act phase into Convert step to polish this all ritual with Engage touch.
Let us have a closer look into exact details and give this RACE planning framework a bit more flavour and nuance with the digital marketing processes & techniques, that are utilised at each of the phases:
Digital marketing media is subcategorized into:
Earned media/AKA the power of MOW = Word of Mouth/
Digital Marketing Media types explained: Owned media, Earned media, Paid media
Some digital marketing experts will put social media in a separate fourth category, but this categorization of the digital marketing media is more accurate, as social media is part of all three depending on the nature of relation.
DIGITAL MARKETING TOOLS & PLATFORMS. THE BEST FRIENDS THAT KEEP YOU ON YOUR TOES – AND IN THE GAME.
But when it comes to digital marketing tools, this is where this is real easy to get lost for a digital marketing virgin. Your middle name might not be Excel yet, but in this job you got to loooooove this tool. Analytics, trends, digits, ups and downs all have to be converted to actions.
What brought us here?
Aggressive campaign by a fierce competitor?
Newcomer in the niche?
New technological advancement making the product obsolete?
Yes, a good marketer will know the product, the niche, the market, the macro and micro economics so well as to be able to pinpoint the why, the when, the how of it. The great marketer will know how to fix it and how to never get there again.
Reached the life-time peak?
Did the social media post grow viral?
Did the Google ads campaign shoot to the sky because of the last-week tweaking of the ad?
Did we make the right decision to advertise during boxing day?
Did the influencer hit the sweet spot with her million followers with her Instagram post?
How can we grow on this success?
How can we make this a new norm but cheaper?
Yes, a good digital marketing manager will know the answers to all of the above even when woken in the middle of the night after a wedding party of a best mate. A great marketer will repeat and beat own records time after time.
So, what do marketers use in order to monitor progress, pick up on trends, analyse achievements, scrutinize failures? Here come some major digital marketing tools no manager lives a day by without:
1. First things first: Google analytics
an abyss of data delivered in an easy-to-use intuitive interface, that is absolutely free, has free step-by-step courses and impeccable customer service.
Google Analytics is like a carcass, that you can build on for ever, but you cannot do without. The service provides a myriad of data regarding:
Google Analytics account screenshot
As google analytics academy is an absolutely free educational resource, it does no harm to complete all the courses available for a better-rounded self. Indeed, you will be sent a certificate too – so that your Linked In profile looks more solid.
Google Analytics, unlike Google ads, provides data points across all channels and media – paid and unpaid. So you can use it to optimize a number of processes in your digital marketing plan: SEM, SEO, content creation and optimization, backlink building, SMM /Social media management/.
2. Google Ads is a tool no marketer can enjoy their data-crammed life without. It gives one an idea about all things paid to Google for being featured in the Google Search, display network and Youtube. Just like with most Google products, this resource has an extensive step-by-step video tutorial course on how to interpret each and every line in their reports - as well as a small “?” icon next to each of the terms – so you can hover over it to get a definition.
Some of the major Google Ads parameters are:
Google ads account interface
All of the parameters are available across account, campaigns, ad groups ads, keywords, search terms and more. So the actual drill down potential is a favourite rabbit hole of all marketers and Google Adwords managers.
The regular Google practice would be to try and give you a sample of how beneficial it is for your business to do business with Google AdWords. What happens is that sometime after building a website and connecting a Google Analytics account to it, users are offered a trial 30$ in Google ads spend to start a Google Ads account. Ironically, such an offer sometimes catches up with you in – Tadah – Facebook feed!
If you are looking to deep-dive into Google AdWords – this is a great place to start this exciting journey.
3. Google Search Console is another must-have tool of a Digital Marketing manager as well as SEO specialist. The service helps users to analyse content of a website from the point of view of Google-algorithm friendliness.
Google Search Console account - Digital Marketing Tools 2019
Quite frankly, the Google Search Console is not a tool of a Digital Marketing Manager per se. It is a tool for a SEO specialist. But knowing its fundamentals is indeed a vital skill for a digital marketing manager. A DMM is supposed to be able to read the trends off the panel and instruct the SEO and webmaster to fix corresponding issues – or task a content manager to re-write an article on the blog to improve its search position.
Being smart as you are, our dear readers, you guessed it right: there is an extensive body of learning materials available on the topic of Google Search Console.
4. Facebook Business Manager & Facebook Analytics is so far from its free front store user version, like a 2 week-old fluffy kitten is far from its distant relative black panther, the mom of 12 cubs from 5 different litters and the creature you naturally resist messing around with. Just as a black panther comes across intimidating, all the multiple functions of a Facebook Ads interface are equally scary and frightening to a novice.
The good news is – one can start with mere Facebook Post Boost option – that is pretty intuitive and can be mastered within an hour to perfection. Once you have done that, it is much less nerve-racking to start approaching the Facebook Business Manager.
If the comparison with panther didn’t do the trick, let us just suggest, that to get a full command of all the nuances of a Facebook Marketing Specialists requires months of training and months of on-the-job practice. Facebook Marketing Specialists are capable of commanding higher price tag, than SEO or SEM specialists – as Facebook conversion is usually times cheaper, than Google ones.
So if the niche you, your client or your employer decided to do business in, is a Facebook- and Instagram-friendly niche – lucky is your marketing budget – you basically are capable of getting more conversions for your buck.
Facebook Ads Manager print screen
Speaking honestly though, Facebook ads do great in B2C segments and are not so well for B2B industries. So if we were to reduce it to amoeba levels of simplicity: it is kinda challenging to sell iron and coal in Facebook, but if your niche is in FMCG, fashion, cosmetics and the like – Instagram and Facebook are your best friends.
Targeting in Facebook is as developed as it is in Google with some parameters even more expanded. Facebook and Instagram advertisers may target their audience based on:
5. Canva– free designing tool for simple marketing outlays: Facebook posts, banners, presentations, cards and more.
The interface is intuitive, based on drag & drop principle. Even though Canva features a freemium model, the basic features and templates in free range are sufficient to keep a small & medium business designing needs catered for.
When combined with photography from resources with copyright free imagery, like Unsplash.com, Canva may well be sufficient for many smaller businesses.
Canva.com account print screen
The user can compile own design playing with templates, uploaded images, shapes, texts – as well as colours, fonts, layers, transparency and positions.
If Photoshop is just too much for you to both: master and pay for – Canva is free and easy to grasp command of.
6. When touching upon a PR realm of paid content marketing and backlink building – content markeplace platfroms like PRNEWS.IO are a real find.
Journalist hunting is a total different level playing field with top names having a huge socail media following and having price tags starting from 2-3K for an Instagram post. If you want to get a journalist interested in writing a piece about your product – this woujld previously involve a lot of manual work, time, efforts and resources.
Journalists are picky as to what they want to cover, having your link with “dofollow” parameters used to be as hard as having your name tatooed on David Beckham’s shoulder. No longer.
PRnews.IO content marketplace screen shot
PRnews.IO and similar platfroms turned the industry upside down. If you need to build some backlinks and create a network of linked mentions to your website – noew you get to do it with few clicks.
The system is transparent and fool-proof. Choose your press-release, actricle or advetorial placement by:
Rates start from as low as $30, but it the choice is better in the 100-500 price range, where resources with low spam rate, high Alexa ranking and high monthly audience views are abundant.
7. Medium– when it comes to blogging and your website has not yet gotten as much traffic as you wish – Medium could be the way to boost that slow-growing traffic curve.
The plafrom is free to join and anyone can write an article in Medium. What is not so well-known though, is that it is possible to make sure all the traffic weight goes to your own website, not to Medium. So that you mark your website as the one having canonical link.
Sharing your industry knowledge with the world might be costly, but when it comes to blogging – once you have found your reader, the loyalty is rewarding indeed.
Medium.com Home page screen shot - Digital Marketing Blogging Tool
Digital Marketing has been on the rise and there is no way to stop it. Tools are emerging day in day out to ease the hectic job of a Digital Marketing Manager. Top tech giants compete for marketing budgets. Social Media platforms get better and better at reaching the very closely targeted audience, with virtually 0% of budget spent off the target.
For all we know:
Digital marketing is the NOW
Digital marketing is the TOMORROW
Digital marketing is the HOW
Digital marketing is the HOW MUCH
Digital marketing is the CLIENT
Digital marketing is the TRAFFIC
Digital marketing is the MONEY
Keep an eye on our blog for more fun & informative pieces. We love putting those letters together for you in an orderly string of hopefully enterntaining thoughts.
PRNews.IO – a new beast of scale on the global PR scene. PR platform that will help grow backlinks to your website as well as distribute your press releases in just a few clicks.
If you have a business, you must have wandered how to let people know about it. PR vs Marketing? Online PR vs Offline PR? How to get your press-release published? What is the best online platform for publishing your Press release? How do you reach journalists? What are the terms for getting your PR article or press release published?
If you have a business or a product to sell, you must have asked all of them.
Any business with a website have exhausted the list of the best online directories to list your business and often feel stuck how to further grow their website’s backlink weight, so important for the SEO.
Or you are only starting your business and have no website at all yet. You do have social media pages and some nice photography of your product, but would like to be able to send a link with all of it together: your contact info, media content and some text – so journalists can check it out in one place – without the cost of setting up a website.
PRNews.IO will help.
Summing it up, PRnews.IO is great for:
PRNews.IO is THE platform for PR. As intuitive as a first grader could do it.
The platform features few major sections: My account, marketplace, blog.
In this section any user can create their business page, add images, links to social media, contacts, press releases, about info. Free of charge. And you get a link, that you could share with journalists or clients.
You can pick design and add a spokesperson – if you have some helping hand in this murky matter.
Have a couple of businesses or 2 products, you don’t wish to mix? No problem, just create another pressroom.
PRnews.IO Dashboard: this is a front page of the account and here a user gets a quick overview of all major functionalities. You can create a new pressroom, view existing pressrooms, submit a text, get an overview of published texts. This website section also features the Pressroom checklist with a graphic progress bar and a shortcut access to the FAQ.
Users:having few colleagues working on the project? No problem, assign all of them here and grant different access rights. Up to 10 colleagues on a free listing.
Company profile: this section is a cross of an “About” and “Contact” section on any website. So you get to add Company’s name, summary, description and all the social media links and addresses in this field.
In the press: this section features all the links to your published posts. Easy to find, easy to report to your management, easy to overview.
Spokespeople: add spokespeople, their images and contacts in this field. Those people need a bit more exposure, than your admin colleagues.
Media Content: this submenu allows to upload imagery and organizes it nicely in a catalogue of albums. You can choose which image will work as an album cover as well as tag it for SEO purposes, providing description to each image.
Design page:You even get to choose the design of your pressroom. Uploading a logo, picking a font is also a couple of clicks matter.
And yes, you can even insert a Google analytics code into the page to track your SEO statistics!
This is out TOPgTLD.store PRNews.IO link as an example. We do own a website, so we don’t need to send out this link, but for the sake of the example, there is some info filled out. No press releases yet in the presence of a website and domain business niche particulars.
The PRnews.io platform boasts having signed up with online media resources in 145 countries, having 50 categories to choose from and prices starting from 15 USD per article!
Categories of media available on PRnews.io:
Looking for the right web portal for your news article, interview or a press release is easy due to the multiple categories to narrow the search. Users can choose by:
Naturally, the more filters you apply the smaller and more precise is your choice. In case you want to scroll through more titles, only tick few categories and hit the column layout. This one allows you to choose 4 columns of statistics to be listed alongside the titles of the media - for perfect quick analysis and ideal pick. Yes, of course they are customizable. You pick your 4 columns depending on what matters most to you out of a dozen metrics.
How to choose the best media resource to publish your press release?
Overall, there are 3 layout options, best way is to play around with them and seeing which one works best for you.
But hold those eyebrows of yours and lift up the dropping jaws. Wait, till you see the detail and statistics you get access to for each of the resources in the marketplace!
Each of the 12K+ signed up media resources has an info card, that will provide exhaustive data for your informed decision.
So you will have access to a wide array of parameters, like conditions below. If you are just a beginning PR person and are not too familiar with all the terminology, hit the small Info icon for clarification. This way you will easily understand all the pros and cons of a specific placement. DoFollow vs NoFollow link, Home Page vs other, Image volume specs, Text volume limits, permanent link, “Sponsored” mark etc – it is all there for you to buy knowingly.
Once you have decided the backlinks are up to your criteria and within your budgets, go check the bona fide SEO traffic. Is it a good investment? How visited is the website? How does it rank on Alexa.com? What does SemRush think about this website? What is the Google index for this media portal? All the stats are purchased for your informed decision making and are up to date.
More info follows in the form of the graphs with Similar Web info, like:
But of course you need to recognize the importance of demographics in the decision making process when you are considering your backlinks. So just to make the image full and the list exhaustive, even more graphs are supplied from Alexa with age, gender, income, education breakdown. You want to fine tune your backlinks according to your target audience, right?
If you do find the resource useful and are eager to share it with your friends, the PRnews.io has great news for your too – that delicious cherry on the cake. They thought of enabling an affiliate program, that allows you to accumulate 5% off the revenues, coming from your link towards the any product on their platform. So if somebody follows you link and spends money to place a release, you will get 5% credited towards your own wallet.
This is what it looks like & do feel free to use TOPgTLD affiliate link if you wish to. To find your own PRnews.IO affiliate link, hit the gear wheel icon, when in your account /between “menu” and the cart icon/, choose Affiliate program and then opt for Resources in the left vertical menu.
We have enjoyed this resource enormously and it is undoubtful, that engaging content is still at the heart of PR. But if you need just some little help with distributing PR releases and creating some strong backlinks to your website, you might as well want to check out PRnews.IO.
Do feel free to ask any questions in the comments or recommend your preferred PR resources and tools with us! Keep your eyes on us, as we keep our eyes on whats fun & useful!