Digital marketing is a billionaire industry going on strongly for a quarter-century. The variety of niches and career paths is enormous due to a simple fact: there are as many products and services as there are customer needs.
You know that human beings are complex, each person is a world. If we put together the needs of all persons the list becomes virtually endless. Here is where markets, verticals, and niches come in handy.
Digital marketing works to target the customer needs in a way that is:
Using different channels like for instance social media presence.
Digital Marketing Resources
If you are a one-person outfit, you know that SEO is probably the most complicated of all the leverages you can include in your marketing mix.
As I see it, the best search engine marketer is the one that doesn't try to juggle with fifty business processes and solely dedicates herself or himself to the SEM processes and nothing else.
It's a fast-paced industry, where an update in the search engine algorithms may render your SEO work of months obsolete.
Buy ads, pay a sum each time one clicks one of your ads.
If your website has thousands of digital assets, like for instance, pictures, it pays to optimize them with an SEO approach meant to compliment your main SEO strategy for your website.
Some parts of a copywriter content strategy:
Some parts of a copywriter social media marketing strategy:
Beyond marketing as a technology, there’s the human component that we mustn’t forget. What I’m going to list below is kind of superfluous, but if you are looking to break into marketing, and you haven’t yet stopped to think about the topics below, then you should probably stop reading so much from the internet, and either do a course or read a good book on the subject.
At the forefront and top of your marketing strategy, you should put your prospective customers and clients. This fact has to influence everything else that you. It has to be the moving force behind all your marketing strategy choices.
Since you cannot cater to a preconceived presumption of your ideal customer that you built in your mind based on your assumptions, one of the first things you need when you are beginning the startup phase of a business or service is a solid set of knowledge on your desired customers.
At the very least you need a well-sequenced development of your start-up plan, beginning by figuring at least these three things:
You can’t know how you’re going to meet your ideal customers if you don’t start moving fast towards your customer, getting in direct contact with them, and at the same time profiling them.
You can’t base your actions from this point onwards on anything as vague as your take on your customer, hearsay, or anything like that.
You have to approach this topic carefully and scientifically.
You’ll have to figure out your customer needs, pains, hopes, gains, and aspirations from the outset.
You do this through filling all kinds of customer intelligence documents, like:
In these documents you decompose the products and services you plan on delivering into several different customer segments, and then you flesh out, for each segment, each of the stages of the customer life cycle.
Finally, after you did a considerable fleshing out of your prospective customers you can say you have the minimum required knowledge of your prospects.
How are you going to approach your prospects? You need to approach them to know them, otherwise, you can’t base your get-keep-grow strategy on anything.
If you have the funds to do it, then you should not stay with everything you learned in the profiling phase. You should commission an additional market study to a professional firm.
The difference is that after you do all the customer intelligence research you can do it by yourself, you’re going to the professionals with a much more useful position for them to serve you better.
Knowing exactly what you now know, and only then handling the market study to a pro outfit will give you peace of mind in knowing that you did everything possible not to be biased and the only thing that’s left is the professional consultants’ service.
And when you get their results, you’re going to be able to compare your small-scale research with the professional version and learn a great deal from the difference.
The things you’ll write in each section of the chart aren’t set in stone and can begin with assumptions, but it’s better if you don’t let pass more than a week of assumptions and by the next, you already have replaced the assumptions with actual information you got from prospective clients in the field.
At the same time, you’re working on the research and topics, you should be building several customer personas profiles, each one in his or her separate document file, and it should look more or less like the document in the image at the top of this section. In the customer persona, you will flesh out your ideal customers properly. In this document, you will dump everything that you learned during the profiling phase.
Antone Shores How Content Marketing Can Help Startups Generate Better ROI CC BY 2.0
Rosenfeld Media JTBD032: Figure 4.6 CC BY 2.0
Sebastiaan ter Burg Design A Better Business masterclass @ Zoku Amsterdam, October 2017 CC BY 2.0