Digital Marketing is in a strange place right now. It is becoming increasingly easier to market your brand, but with this, the market has become more saturated with better tactics required to stay ahead of your brand and to capitalise on the influx of customers that the internet has brought. Gone are the days you could rank number one with little keyword research, structure and techniques and so are the days where one online influencer could catapult your brand to becoming a reputable brand. Although these are still possible to do, the means to doing this is a lot more difficult, requiring a lot more calculation and thought.
For my agency, we enjoy bringing in clients who have great potential, but are unsure how to put their brand out there on the internet, shrinking their potential – whether that be in sales, enquiries, visits and more. Therefore, in order to greatly communicate the holistic process of digital marketing and how to reap the best results, I compiled the ‘Framework for Digital Marketing – A comprehensive online marketing guide’ to let clients know the importance of EVERY aspect of digital marketing and how we at Full Frame Media can help our clients to get this all round 360 marketing approach and begin seeing results online.
So, first, let’s get into the framework:
As you can see, the framework is very simple consisting of three main ‘digital layers’ that will help to further assist and spread the message of each digital layers:
Known as ‘Search Engine Optimisation’, SEO is the key to getting your website on the front page of a Google search. Why is this important? Well, when a potential customer searches ‘Buy books by Anthony Horowitz’, ‘Designer t-shirts’, ‘Jobs near me’, ‘Where can I eat Vegan food’ and more you want your page to be one of the first results that shows up.
Otherwise, you are only going to attract customers that know you through other channels. Whether that be offline via word of mouth, social media etc. Although this is great, a Google search is a core way to gain traffic and to generate new leads.
To me, this is the foundation of a great website and digital marketing approach. If you are able to get this correct, you will be able to rank on the front page of Google for various keywords for a long time and generate hundreds of leads with little effort and allowing Google to do the work for you –a ‘passive marketing technique’!
Now, when I say influencers a lot of people will think of the likes of the Kim Kardashians. If you can afford that and have a good brand positioning for this, great! But, right now, in today’s landscape almost anyone/anything can be an influencer and as long as you can create a brand story and a unique proposition that seems authentic you can generate leads from just about anybody!
In my example of ‘influencers’ I am also going to go against the traditional understanding that it is a person that has an online presence and able to gain traffic to your website. I am also going to regard influencers as other brands such as news outlets, corporate blogs and more. To me, anything that drives traffic to your website can be regarded as an influencer.
2b. Social Media
There are various social media channels that you can use and there isn’t one ‘all singing and dancing’ channel, it is all about finding what works for you, what you can maintain and scale and what at the end of the day breeds the best results! As a common focus, look where your audience are initially and try and build something around this, get an idea for what works, then as you grow, start to branch out – even exploring a new platform that people haven’t capitalised on yet!
Known as Pay-Per-Click. This is the traditional online marketing tool that many people think of first when they hear ‘Digital Marketing’. However, over the years this tool has grown to become intricate, providing targeting that you could only before dream of!
For PPC I include not only traditional Google ads but also social media ads such as ‘Facebook ads’. Although social media is an encapsulating factor to this framework, this is only focussing on an organic approach.
I hope this has helped, to me, this is a great framework for identifying where to focus your efforts on as a start up company new to the digital marketing world. If you have any questions feel free to get in touch with me, and if easier – below is my post in video form!