Marketing

Learn the most important basics of digital marketing: How to grow your business? 2022

Digital Marketing Basics are of paramount importance to entrepreneurs and startup owners, through which brand owners can grow their businesses and promote their products and services in a crowded digital market with potential and existing customers. Thus, they are closer to achieving their marketing goals.

Statistics show that there are more than 4.9 billion active Internet users, more than half of the world’s population. It is expected that the total number of users of social media platforms will reach at least 3.96 billion users during the next year, especially with the growing use of smartphones. What makes the digital space a livelier and more effective environment when promoting brands and communicating with customers?

What is digital marketing?

To be proficient in the basics of digital marketing, you must be familiar with the most important marketing terms and concepts, such as the concept of digital marketing, which refers to new marketing practices that are conducted over the Internet to achieve the marketing goals of organizations. Reliance on these marketing activities has increased with the growth of the communications and information technology revolution.

Simply put, digital marketing involves offering and selling virtual goods, products, and services through various digital marketing channels, such as social media, search engine optimization (SEO), email, search engine marketing (SEM), pay-per-click (PPC) advertising, and content marketing.

The goals of digital marketing are not very different from traditional marketing. Because companies use these two types to promote brands or their products and services and present them to the target audience, in addition to developing mutual relations between brand owners and consumers, expanding the customer base, and increasing their loyalty and confidence in the brand.

What are the advantages of digital marketing?

With the multiplicity of marketing activities and methods that can be conducted digitally, the benefits of digital marketing are diverse and more important than ever. Therefore, companies must expand their planning and implementation of digital marketing strategies and measure their results to enhance their chances of success and progress. So, what are the advantages of digital marketing?

First: low-cost marketing

Many companies use digital marketing; Because it is based on low-cost marketing activities. It enables companies to reach their target audience through digital marketing channels at the lowest cost, compared to traditional marketing methods that require a lot of money to promote products and services.

Let’s assume together that there is a small or medium business whose owner aims to increase brand awareness among potential customers or promote his services and products. Through social media platforms, he can share the target audience, and a promotional advertisement with a few dollars, thereby achieving sales goals. Whereas, it is usually difficult for a small company to provide a large budget to prepare a professional TV commercial and broadcast it on a popular satellite channel.

Second: more targeted and focused

The most important characteristic of digital marketing is that it allows companies and brand owners to reach the target audience very accurately. All you have to do is define your buyer personas and marketing objectives, then target your ads and promotional flyers to your target audience through the right digital marketing channels.

Digital marketing allows targeting potential customers in more focused and targeted ways, as compared to traditional marketing. In digital marketing, it is possible to target a specific audience in an entire country, a specific geographical area, or according to the demographic characteristics of customers.

The target audience can also be determined according to their interests, and behaviors, or based on their different preferences. In addition to the ability to define custom audiences, such as people who have visited the website or interacted with products via web pages, or company accounts on social media platforms. This is in addition to the possibility of pre-testing promotional ads on potential customers to measure the likelihood of their success.

Third: Promote your products and services globally

Digital marketing has an important advantage now in the age of globalization, which is to reach the global audience effortlessly. After the world has turned into a small village, consumers can purchase any product or service from anywhere in the world through digital marketing. This is the opposite of traditional marketing methods that are linked to specific geographical areas.

Digital marketers can take advantage of the global reach of consumers by marketing products and services online and selling them to a target audience in another country. Hence, these companies succeed in achieving more progress and spread at the global and local levels.

Fourth: Building and strengthening relationships with clients

In any way, digital marketing helps build a strong relationship between the brand and customers, and this contributes to increasing loyalty and trust in brands and their products, in addition to increasing the element of interaction between consumers and brand owners, thanks to the tremendous technological progress and the emergence of social media channels, which have transformed To strong communication platforms dominated by customers of all kinds.

The marketing and communication process is now easier than ever. Marketing has become two-way, as it is possible to exchange conversations with customers and respond to their inquiries and complaints at the same moment through chat applications, such as Facebook Messenger and WhatsApp. Unlike other means that make marketing communication one-sided only.

It is also possible to provide after-sales services electronically and convince customers of the services or products offered by the brand and urge them to complete purchases through the online store, thus turning potential customers into permanent customers, in addition to forming valuable and real relationships with consumers.

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Digital Marketing

Fifth: The customer is looking for you

There are millions of Internet users around the world who use search engines to find products and services that they want to buy online. These potential customers usually conduct ratings and reviews of goods, in addition to their focus on comparing similar products from different companies and monitoring their prices to decide to buy from a particular online store that they like.

Hence, companies need to follow digital marketing strategies related to Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Therefore, it is necessary for your company to have an online store that provides an ideal user experience, and is on the first pages of various search engines so that customers can easily access your products while they are conducting searches and communicate with them instantly.

Sixth: Evaluation of objectives and return on investment

Unlike traditional marketing in which it is difficult to evaluate the return on investment, digital marketing offers the possibility to calculate the return on investment (ROI) and measure the return on advertising expenditure (ROAS). Companies need to focus on evaluating the return on marketing investment very carefully and working on improving and increasing it, to grow revenues and profits, and achieve the general goals of the company.

Through the data provided by some digital marketing channels, startup owners and digital marketers can know whether their return on investment is positive or negative, whether the advertising campaign is successful or not, and whether it achieves marketing goals. After evaluating the goals and return on investment, marketers can make recommendations and make necessary optimizations to achieve better advertising performance.

Digital marketing channels

In the recent past, advertisers focused their efforts on a limited number of channels that relied on one-party marketing communication to reach their customers, such as television, radio, print ads in newspapers, and billboards. But thanks to the tremendous technological development, there are thousands of ways and places through which target customers can be found and communicated easily. Digital marketing channels can be classified into 4 types, as follows:

First: Social Channels

Using social media channels has now become a regular daily activity for millions around the world. Companies of all sizes are using these social platforms to promote their products and open discussions with their customers about the services and commodities they provide. Examples of social networking sites are Facebook, Twitter, Instagram, YouTube, and Linkedin.

These social networks are characterized by having more than one channel in one platform. For example, Facebook provides an instant chat application, and this helps the advertiser to reach potential customers through chat applications as well.

Second: digital billboards

Digital Billboard Advertising Online is electronic billboards like you see on the side of highways. It is an impressive marketing and advertising tool that attracts the attention of potential customers. And the simplest example of this, you may come across a distinctive advertisement on a digital billboard while browsing a website that satisfies your desires and interests.

Third: Personal electronic messages

Personal E-mails are a must-know personal communication channel within the basics of digital marketing. Marketers can direct e-mail messages directly to a specific customer to achieve a specific marketing goal or to exchange insights and viewpoints with this customer, and discuss a matter without sharing with him.

Fourth: Channels based on search engines

Digital marketing experts call these channels Search Channels, and they are named so because the target audience searches for products and services they need through search engines before making a purchase decision.

Therefore, the digital marketing team targets certain keywords that meet customers’ needs and interests and is expected to be used by the target audience during searches, so that advertisers’ channels appear in front of potential customers on the first page of search engines. Hence, they decide to purchase products and services from these prominent channels.

Fundamentals of digital marketing and its types

As long as you want to know the basics of digital marketing, you should be familiar with the various types of digital marketing. If you are just starting to promote your products and services online, your marketing strategies can include all or some of these items to get the best performance for your business’s growth and development. So what are the most popular types of digital marketing now?

1- Content marketing

Content marketing is one of the most prominent types of digital marketing that aims to attract potential customers and consumers and involve them in the marketing process, through preparing and distributing articles, telling marketing stories, designing video clips, images, motion graphics, and other multimedia that can be directed to the target audience.

Content marketing contributes to increasing brand awareness and urging the target audience to purchase products and services. Therefore, it is one of the most important digital marketing strategies, especially since it can be promoted in various digital marketing channels, whether through e-commerce platforms, blogs, websites, social media, email, etc.

The importance of content marketing lies in helping the target audience to understand your business and commercial activities, and to reach the largest number of potential customers. Statistics show that companies that have blogs gain 67% more potential customers than other organizations that do not follow a blogging strategy. But it’s essential that your content focus on customers’ interests, attract them to your brand, and encourage them to complete their purchases.

It was found that companies that use content marketing experience nearly 30% higher growth rates than those that do not use content marketing in their strategies. It turns out that 47% of consumers watch pieces of content before deciding to engage with salespeople. This is according to Patrick Campbell, founder, and CEO of ProfitWell.

Many examples illustrate the concept of content marketing. An online clothing store may decide to write an article about the latest fashion and fashion trends for 2022. A car company may share a video with its target audience on its Instagram page about the basics of choosing the right car. It is possible that a company specializing in digital marketing will produce a small e-book entitled Secrets of E-Marketing.

2- Social media marketing

Companies often resort to marketing their products and services through social networking sites, especially in light of the widespread use of these social networks. For example, the Facebook platform is at the forefront of social media, with more than 2.85 billion monthly active users worldwide. While the number of Instagram users is about 1.074 billion monthly users, according to statistics released in June of the year 2021.

Therefore, social media platforms are one of the most important areas of digital marketing, and they must be dealt with in an integrated and strategic approach when used in promoting brands. Marketing through social networks is not limited to sharing publications and responding to current and potential customers, but rather requires marketing skills, organized efforts, and extensive knowledge of the objectives of marketing campaigns, analyzing their performance, and measuring their success.

It can be said that any digital marketer should know the basics of digital marketing related to social networks. Especially since these platforms have changed the world of marketing for the better, and now greatly affect users and their behaviors, and have created a huge boom in the way customers interact with brands, and allow marketers and brand owners to find specialized audiences that are more responsive to marketing publications. Hence, it helps companies achieve growth and increase sales and revenues.

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Digital Marketing

3- Email marketing

The basics of digital marketing associated with email are very important. Email marketing is often used to communicate with existing customers who like brands or participate in newsletters. Through this type of marketing, companies can offer free samples, gifts, and promotions to their target audience.

Many e-commerce platforms use email marketing in order to encourage potential customers to buy products and bring them back to their digital stores to see the latest products and know their prices, thus, being a good source of generating new customers for your brand.

But before directing marketing messages via e-mail, the marketer needs a list of mailing addresses for target customers which can be found by urging customers to fill out a contact form that includes personal questions about their e-mail, hobbies, and interests. You can add this form in a prominent place on your site pages for a potential customer to see easily or ask customers to enter their email when they buy your products.

There are many tools that can be used to create emails, the most prominent of which is the MailChimp system, which allows marketers to manage mailing lists, direct marketing messages to potential customers, and analyze the results of advertising campaigns, and it can be used for free to broadcast marketing messages to a few customers or create a paid account that provides advanced features, Such as providing behavioral targeting, specialized templates, dynamic content, phone support and reaching more customers.

4- SEO search engine optimization

Search engine optimization is an effective digital marketing strategy, but results take a long time. It is a marketing practice aimed at placing your online store on the first pages of search engines, which ultimately leads to increased organic traffic to your site, improved sales growth rate, and made your business more competitive in the virtual world.

The basics of digital marketing related to search engine optimization (SEO) require knowledge of best practices for optimizing the website and preparing it for search engines, the most important of which is speeding up web pages and including your site with clear, attractive, and well-optimized Title Tags, in addition to using unique meta description tags. ) to be concise and of high quality.

It’s also important to name the images, describe the videos, edit your URLs to include content keywords so that the customer can guess what the page is from the URL, and create internal links in all the articles and topics you share on your website.

And the process of search engine optimization (SEO) requires many skills that must be available to digital marketers. It is necessary for them to have the ability to know the phrases that occupy the interests of the target audience, identify the keywords that customers are searching for through search engines, and understand the work of these engines and the skills of writing content compatible with SEO.

The Internet is full of many technologies that help marketers with search engine optimization (SEO). For example, the MOZ tool can be used to know the keywords that the target audience is searching for, and monitor their strength, competitiveness, and search volume. There are tools to measure site speed such as Google Page Speed Insights that provide important information about your site’s performance.

5- Search Engine Marketing (SEM).

Search Engine Marketing is an area of digital marketing that can be integrated into your company’s marketing strategies. It is an online marketing practice of bidding to place ads on the results pages of search engines such as Google and Yahoo.

Many companies use Search Engine Marketing (SEM) by setting up advertising campaigns on the Google search engine, as it is most popular among Internet users. Users perform more than 3.5 billion searches on Google every day, and advertisers compete to appear at the top of the search results page to reach their potential customers.

One of the most prominent basics of digital marketing related to search engine marketing (SEM) is launching advertising campaigns using the Adwords platform, which allows displaying paid ads to users who search on Google for specific keywords related to the products or services that you provide. Oftentimes, marketers use this type in conjunction with an SEO strategy.

And when implementing the search engine marketing (SEM) strategy, the marketer should be aware of how to organize advertising campaigns on Adwords and methods of identifying keywords, in addition to the need to know the basics of writing advertising texts and how to identify the target audience and set marketing goals.

6- PPC Pay Per Click Ads

Simply put, Pay Per Click ads are those that the advertiser places on a specific advertising platform, and pays for the number of user clicks on the ad. Its aim is to direct potential customers to a landing page, to purchase a specific product, download an application on a smartphone, etc.

The digital marketing basics associated with PPC advertising will help you grow your business aggressively, but you need a reasonable budget. Because PPC advertising is a short-term form of marketing, it ceases to be effective once the budget you set for each ad is exhausted, depending on user clicks and other factors such as your Ad Quality Score.

Pay Per Click (PPC) ads can be seen in many marketing channels including Google Ads, social media sites, web pages, and mobile apps. The marketer has to pay per click whether or not the user converts. Therefore, the customer must take care of the quality of ads, and landing pages, and define keywords and buyer personalities very carefully in order to achieve their goals and result in a positive return on investment.

Steps to creating a successful digital marketing strategy

Digital marketing experts stress the necessity of developing an effective digital marketing plan in order to achieve the general goals of companies. If brand owners ignore the creation of digital marketing strategies, and directly seek to implement the goals without prior preparation of all aspects of the strategy, they will be doomed to failure. So, it is important to know the steps of digital marketing:

1- Set SMART goals

The goal-setting step is one of the most important digital marketing basics that must be considered when creating a marketing strategy. It is impossible to achieve success for your company without setting SMART goals that you strive for, that is, goals that are clear, specific, relevant, time-bound, actionable, and measurable. Do you want to increase your brand awareness, and expand your customer base, or do you want sales and revenue growth?

But how do you make goals SMART? If you formulate your marketing goal as follows: “Increase sales for the company through its online store next year,” then this goal is vague and not measurable, and it can be developed and formulated correctly like this: “Increase sales of a specific product for the company on its online store by 30% next year.” The goal has become clearer, specific, relevant, and measurable. It is essential to ensure that the marketing objectives are in line with the company’s overall objectives.

2- Create a buyer persona

The structure of the digital marketing strategy is not complete without knowing the personality of the buyer, and this term refers to the ideal customer description of your product or service provided by your company and helps you understand your customers well, formulate appropriate content for the target audience, and choose digital marketing channels appropriate to the customer’s personality. There are also tools that can be used when creating a customer persona, such as MakeMyPersona.

An important fundamental of digital marketing is defining the persona of the ideal customer through market research and creating empathy maps that allow marketers to know what potential customers feel, think and say about the product, through in-depth interviews with the target audience. This way the marketing team has the necessary information to create a customer persona, such as demographics, interests, goals, hobbies, and buyer persona challenges.

3- Choosing digital marketing channels and strategies

The step of choosing digital marketing strategies is closely related to setting goals and buyer persona. It is essential that the strategy is perfect for achieving the goals, suitable for the target audience, and most effective for the growth of your business and business. It is important to choose some digital marketing channels to focus your efforts on and not others in order to succeed in achieving your goals through them.

You may pursue a content marketing strategy with search engine optimization (SEO) or alongside social media marketing. Depending on the strategies you will define, you can develop appropriate digital tactics, you might conduct webinars, and live streams on social media, entice potential customers to download a particular e-book, or watch a video documenting the features of a product.

4- Crafting attractive content

Content creation is indispensable in digital marketing. Whatever your marketing strategy and channel, there will be an urgent need to craft attractive digital content based on serious planning, research, and preparation, and that helps potential and existing customers meet their needs and satisfy their desires. So, the content should be useful, and interesting, and contribute to increasing conversions and sales growth.

Each marketing channel has a different approach to blogging content. For example, writing articles for sharing on a website requires drafting content in accordance with SEO rules, while posts on social media require other rules. Content dedicated to the awareness stage of the customer journey is also very different from content aimed at getting the customer to take a specific action.

5- Evaluation of digital marketing channels

Studying and evaluating existing digital marketing channels is absolutely essential when creating a successful digital marketing strategy. Therefore, you must analyze the digital assets that you own, whether your company’s accounts on social media, your online store, the digital content that you share with your target audience, or the advertising campaigns that you launched during previous periods.

The evaluation process helps you to make the most of the digital assets that effectively achieve your company’s goals, reach the best results easily, and not focus your marketing efforts on assets that have proven ineffective in the past.

6- Key performance indicators and results measurement

(Key Performance Indicators) is one of the most important digital marketing basics that must be known, and it varies according to the objectives of the marketing plan. If your marketing goal is to increase awareness of your brand by 30% through your website this year, then the key performance indicator here is “the number of unique visits to your site within year”, but if your goal is to increase sales of a specific product during a specific period of time, then the performance indicator, in this case, is “the number of times the product was sold during that period.”

Through key performance indicators, brand owners can measure and analyze the results, evaluate advertising campaigns, and find out the right decisions and actions taken by the marketing team, the mistakes it made, and the most effective marketing channels, in addition to knowing the return on investment and monitoring the goals that have already been achieved, and whether the strategy is right. Need to make some upgrades or not?

Arab entrepreneurs and owners of startups and digital stores are often in dire need to learn more about the basics of digital marketing and to develop digital marketing plans and strategies for their companies. Therefore, they can seek the help of many professional digital marketers in the e-marketing services provided by the Khamsat platform in order to help brand owners grow their businesses.

Digital marketing skills

There are various digital marketing skills that must be acquired to provide the best performance in this field. Therefore, you need great time and effort to master them, especially with the multiplicity of digital marketing types, strategies, and channels. If you are a digital marketer working in a company, a startup owner, an entrepreneur, or owning an online store, digital marketing skills are very necessary nowadays.

First: skills related to digital marketing channels

Digital marketers need more specialized skills when working in the field of e-marketing. All of these skills are difficult to master, but they are easy to acquire, learn and practice over time. Some of them can be deepened to be more creative and distinctive, especially if you want to navigate the basics of digital marketing.

It includes the skills of search engine optimization (SEO), writing and managing content, designing promotional images and videos to share with the target audience, in addition to the ability launch advertising campaigns on various social media sites and e-mail, and the ability to develop the most effective digital marketing strategies for business growth.

Second: data analysis skill

Analytics is one of the most important digital marketing skills to learn. If you cannot read and analyze the data, it will be difficult to reach tangible results in your promotional campaigns, and you will not achieve any significant progress in your business. Therefore, analytics is an essential part of digital marketing.

Data analysis skill is also essential for digital marketers before conducting marketing campaigns. It is important to set up A/B tests, measure their results, track and analyze their data to see which ads perform better, then launch the marketing campaign and conduct the necessary analyzes around it to identify strengths and weaknesses and work to improve them to achieve your desired goals.

Third: Marketing automation skills

There are many companies that need marketers who are in-depth in the basics of digital marketing and are well-versed in the use of marketing automation tools and techniques, in order to successfully implement marketing tasks and manage strategies without taking long, such as managing your company’s accounts on social media platforms and responding to customers through Only one platform.

Marketing automation tools include HubSpot, one of the best mass marketing automation apps, ConvertKit, best suited for junior marketers, Salesforce Pardot, best suited for B2B marketing, and ActiveCampaign, best suited for small businesses. And all of them require certain skills when dealing with them.

Fourth: The art of dealing with customers remotely

Dealing with the digital marketing team with customers remotely requires marketers to possess effective communication skills via the Internet to attract customers and gain their loyalty and trust in the brand. These include persuasion and negotiation skills and the ability to adapt and deal with different types of clients.

It is essential for an online marketer to have good communication skills, whether he is communicating with his customers using written texts via email or speaking to them via voice chat applications. So, be sure to improve your communication skills to become more distinguished after knowing the basics of digital marketing.

Fifth: The ability to conduct research and collect data

Conducting market research and collecting data is one of the most important steps that you follow when preparing your plan, and it must be addressed when learning the basics of digital marketing. Because the successful e-marketer has the ability to conduct research, manage data, and collect it from various reliable sources, the e-marketer often needs the skill of collecting and verifying information when creating content, whether it is texts or videos.

Sixth: The ability to use certain programs

The digital marketing team uses many technical programs and tools used in the marketing process, such as the Google Analytics tool, as it is one of the most important digital marketing basics that you should know, because it provides important information and data about the website, such as the number of customer visits and conversion tracking. Also, it is important for the digital marketer to be able to work with software such as Excel or Google Sheets to create spreadsheets.

Seventh: UX user experience design skills

User experience design is an important skill that many marketers acquire, especially since improving the user experience on websites and e-commerce platforms is essential to enhance customer satisfaction, increase their credibility with digital businesses, complete purchases, and grow sales. Therefore, it is one of the most important factors that help in the success of digital marketing plans.

digital marketing jobs

Digital marketing opportunities are increasing every day as companies keep pace with technology and grow their online business. Therefore, the digital marketing major includes many titles and career paths required in the labor market. There are jobs that focus on social media ads and others related to content marketing, improving search results, and so on.

1- Digital Marketing Specialist

The job duties of a digital marketing specialist are multiplied. He is a digital marketing expert who sets marketing strategies for companies, studies competitors, analyzes strengths, weaknesses, opportunities, and threats facing his company, and compares his brand’s promotions with those offered by other companies, in addition to participating in creating marketing content that contributes to Advertising campaigns succeed and achieve their goals.

The digital marketing expert is interested in conducting market research, preserving and strengthening the brand, tracking advertising campaigns, ensuring their success and reaching potential and current customers, monitoring market trends and consumers, as well as providing creative solutions for brands, and this requires great experience in digital marketing of various types, along with understanding Good target audience.

2- Content Marketing Jobs

Any digital marketer who has content marketing skills can easily find job opportunities in this field, especially since content is an important part of modern marketing methods. There are jobs whose main focus is content marketing, and others that include content within the marketing tasks. Among the most prominent job titles in this major are: (content manager, content marketing editor, content marketing manager, content strategic planner, content marketing strategic planner, content specialist, content analyst, and content developer).

Before being hired for a content marketing specialization, read the job description carefully to see what roles you will perform. In all cases, content marketers must have high skills in writing, marketing, and creative writing, the ability to plan and prepare well before blogging, formulate search engine optimization (SEO) compatible content, edit promotional posts on social media, and know the basics of digital marketing.

3- Social media ads for jobs

Many companies hire marketers to create, manage and analyze social media ads. There are various job titles, such as Facebook advertising manager, digital media planner, social media marketer, and paid social media manager.

Each specialty has different tasks. For example, a social media manager delves beyond the basics of digital marketing, devising strategies for strengthening the relationship with target audiences via social networks, engaging with the content creation team, designers, and advertising managers, and helping them promote the brand. While the Facebook Ads Manager is responsible for preparing, implementing, and managing advertising campaigns on it.

4- SEO expert

A Search Engine Optimization (SEO) expert, responsible for increasing brand awareness, sales growth, and expanding the customer base through organic visits to the online store. Therefore, his job duties include helping to develop a content marketing strategy, collecting data and results, analyzing the behavior of website users, testing the website and analyzing its performance, ensuring that it is indexed and optimized on search engines, and reviewing the structure and content of web pages.

5- Search Engine Marketing Managers (SEM)

Search Engine Marketing Managers (SEM) have extensive experience in launching advertising campaigns on search engines. They are responsible for setting paid advertising strategies on Google Ads, for example, and participate with their team in defining the target audience, launching ads, and conducting the necessary analyzes to improve the performance of advertising campaigns, so that they rank higher. in search engine results.

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RAMI

Hello there, my name is Rami, Experienced content writer. I write about everything related to technology, SEO, digital marketing, e-marketing, e-commerce, making money online, learning WordPress, building websites, reviewing the best WordPress hosting,

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