Your Digital Marketing Questions, Answered!
The most common question we receive, as an agency, is what digital marketing is, exactly. Digital marketing encompasses marketing efforts using the internet or electronic devices.
A digital channel is a platform or channel you access via an internet-connected device. Common digital marketing channels include Search Engine Optimisation (SEO), Paid Search (often referred to as SEM or PPC), Social Media, Email Marketing, Display Advertising and more.
Traditional marketing often involves utilising channels such as billboards, TVs, radio, newspapers etc. Traditional marketing can still be highly effective but is often very hard to track spend vs ROI. In addition, most people spend less time in traditional channels as digital has continued to dominate more of our lives. Digital marketing (as explained above) is often a more effective way to track spend, generate positive ROI’s and reach intended audiences.
If your customers and prospects use digital devices or spend time online, then the answer is almost certainly yes. Both B2B & B2C businesses can benefit from digital marketing if it is approached in an effective way. Digital channels hold more of a market share now than ever before.
Different agencies approach this very differently. At Rock Solid Marketing a typical client-agency relationship will comprise of an account manager (your day-to-day point of contact), a senior consultant, and a strategist. Our team will be supported by specialists across all the channels we are working on for your campaign.
We work across 6 core channels, SEO, PPC, Paid Social, Email Marketing, Content and Display. We have dedicated teams across all 6 channels.
If your customers or prospects use social then this is a channel you should seriously consider. How are you going to connect with and communicate to your perfect buyer persona if you aren’t on the very platforms they are using?
Like all marketing channels and business ventures, there is always risk involved. How big that risk is depends on the amount of research you do, the channels you utilise and if you have a strong strategy.
Search Engine Optimisation is the use of onsite and offsite tactics and strategies to have your website and content presented well on search pages. When done well, it will increase the quality and quantity of your traffic.
We are firm believers that a company should never rely on a single channel. Numerous studies show that the more times you appear on a search result page the greater the share of clicks you receive. There is also the real risk that eventually one of your competitors start bidding on your brand name and sharing the traffic you have worked so hard to generate. At the very least, you should be bidding on your own brand name to try to avoid this.
Again, this depends on whether you are utilising the correct channels specific to your business and if your targeting is correct. Lead count isn’t as important as the quality of those leads. We work on a quality over quantity basis.
Not necessarily. Unless your goal is to increase organic traffic to your Facebook/Twitter/Instagram/LinkedIn page, then it is highly unlikely that you will generate enough likes to have an enormous reach like some big brands do. Utilising paid search and being active in niche groups will increase the likelihood of your message landing in front of your target persona regardless of if they interact with your page.
We have an in-house campaign team that specialise in social advertising. We have achieved results for many campaigns with different budgets across almost every sector. Paid social is an area that has changed greatly over the past year or two.
Cost typically comprises of agency costs, any in-house team members or resources as well as paid media expenses. This varies significantly channel to channel and across different campaigns. We believe that marketing, done well, is an investment into new business and growing your business rather than an expense.
We look at B2B marketing more as B2H marketing, or business to human. Traditionally, B2B marketing has been thought of as marketing one business to another business. However, your key persona is still going to be a person and ultimately this is who you are really marketing to. Facebook is where people (humans) connect, so having your brand front of mind when your target persona is scrolling Facebook is typically a no-brainer from our perspective. In our experience, B2B campaigns are just as effective across Facebook as B2C campaigns, in fact, there is a very big chance that you landed on our website from our very own Facebook campaign.
B2B marketing means Business-to-Business, B2C marketing is Business-to-Consumer and B2H is Business-to-Human, very much all terms we use on a day-to-day basis.
Many of our best clients have in-house marketing teams and typically we find campaigns are more successful when there is a combination of inhouse and agency resources. For a deeper examination of in-house v agency (Click here to our blog on this topic).
Simply put though, agencies are a great way for in-house teams to achieve scale or to work across channels where an in-house team might be weak or under-resourced. In addition, agencies are an excellent way for in-house teams to get strategic and creative insights from people who work across multiple campaigns and clients and get to see what is working and what is not.
As defined by HubSpot, it is the process a buyer goes through to become aware of, evaluate and purchase a new product and/or service. You can find out more (here enter link to blog post)
A buyer persona is the semi-fictitious representation of your ideal customer within your target market based on market research, real data based on your current customers and how they interact with the buyer journey. For more information and templates we use with our clients (click here to template)
Media budgets aren’t always static budgets. The amount of budget you spend on media depends on the minimum cost of the media channel you are utilising and whether this is converting your leads to sales. The cost of Google Ads is only rising and will continue to do so as competition gets tighter and having your ad show on the first page of the results page is no cheap or easy project. Add to this, the diminishing effect that organic reach has on a search page and the massive issue of irrelevant traffic, these budgets will constantly need updating in order to generate a positive result – it works much the same as inflation.
A question very often asked when a client engages with us. Short answer – no, it’s not. SEO has changed dramatically over the last few years and continues to be a pivotal part of any digital strategy. SEO very much forms the base of much of your other marketing strategies when driving traffic or sales to your website.