In the current era of the 4.0 revolution, the Marketing industry is having drastic changes in methods and forms. From traditional Marketing to Digital Marketing. And not everyone knows how to do Digital Marketing correctly from the beginning. Or combine traditional and digital channels to resonate effectively.
Apexcorp experts share an overview of how to do Digital Marketing for small and medium businesses. From the initial step of ideation to implementation.
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First, create an overall Digital Marketing plan
Study
This is the first and extremely important job for any marketing activity. Not just traditional or digital. It is the first step in how to do Digital Marketing to help you create the right marketing strategies. Create new products that meet user needs. Or minimize risks to the lowest level. There are 4 factors you must research:
Products and services
Understand your product from many different perspectives to differentiate yourself from your competitors. And impress consumers with benefits they never expected.
Client
Carefully analyze your customer picture. Divide a large potential customer base into small groups based on behavior, interests, demographics, and region. The more detailed you are, the more you will know how to optimize advertising content for each customer segment.
Self
Analyze the strengths and weaknesses of your business and Digital Marketing campaigns. Look for good points that need to be promoted and discover weak points to fix. The wooden barrel principle shows that the shortest rod will cause the wooden barrel to never be full of water. So if you can handle your weaknesses, you will greatly improve your business situation.
Competitor
Learn from your competitors so you can do better and make a difference. But don’t get too carried away as it will make you look like you are copying your competitors.
Marketing Mix
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This is the step where you decide what product to sell? Which customers are you targeting? Where and how to advertise. All of these decisions and choices will be based on the results you analyze in the research step.
Product strategy
Choose a product that has demand and market even if it is a niche market to ensure output for the product.
Price strategy
The price of a product is not only based on the original price but also on the market price of supply and demand. Intangible values such as brand and customer satisfaction. So increase and decrease prices appropriately to ensure profits while still making customers satisfied.
Distribution strategy
Understand where customers often shop online to focus marketing on that channel. For example Facebook, Google, E-commerce or TV.
Promotion strategy
Choose the tools that customers use most often to create effective content and sales strategies.
- SEO (Search Engine Marketing): Landing Page (Sale Page, Lead Generation Page collects information, Click-Through
- Conversion intermediary page: Website, PR, Review, …
- Google Ads (Google Adwords): Sale Page, PR, …
- Social Media Marketing: Facebook Marketing, Blog Marketing, Chatbot,…
- Email Marketing: Promotions, discounts, gratitude, …
- Mobile Marketing: SMS,…
Follow reviews
Throughout the process of implementing a Digital Marketing campaign. Not every campaign follows the outlined plan. So you always have to carry out measurement activities. Check advertising tools and activities with indicators such as Click, Impression, CTR, CPC, Conversions, CR, CPA. Thereby discovering which activities are effective and which are not. To make appropriate adjustments to achieve the effectiveness you initially set out for.
Digital Marketing steps for effective SEO
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Step 1: Research
Research is a very important step in the SEO process. Because unlike paid advertising, results can be measured in a short time. As for SEO, to see the effectiveness, it will take a lot of time to know if you did it right or wrong. Then repairing it will take more effort. So try to do it right from the beginning to avoid wasting manpower and money.
SEO people should focus on researching the product market. Customer behavior on search engines and competitors to infer keywords. You should use some tools to support this process such as: Ahref, keywordtools.io, …
Keywords should be clearly divided. Such as general keywords, specific keywords, niche keywords and forgotten keywords for easy management.
Step 2: Create an SEO plan
Every industry has thousands of keywords, so how to choose which keywords come first and which keywords come second?
Choose sales keywords to do in advance for sales page landing pages to convert sales right from the start.
Build content for neglected keywords to meet increased customer demand. Thereby increasing time on page and satisfying UX/UI user factors to improve website quality.
Use a timeline and set KPIs for the website such as how many traffic a week or month. To choose keywords and write as much content as appropriate..
Step 3: Optimize Onpage SEO
All elements related to the website you will do in the Onpage SEO optimization step. There are some important factors you need to consider to know whether you have optimized your website or not.
- Readability: This is a factor related to the presentation in the article that helps best optimize the reader.
- Insert exact keywords in the title
- Optimize URL: Short, relevant to the article,
- If possible, you should insert main and secondary keywords in the main title tag H1, sub-title tags H2, H3, …
- Image: Add keywords to the “Alt” tag of the image
- Meta Description: This is the only content that can support the Title when displayed on Google, so write it well to stimulate users to click. If possible, you should include keywords.
- Internal links help Google easily learn about your website network.
- Outbound link (external link) links to the guest website to help Google understand the article topic better.
- Improve website loading speed and interface suitable for computers and phones. Now Google is appreciating that.
- Change the interface to be more user-friendly.
- Using HTTPS not only helps secure information better, but it is also a Google criterion.
Step 4: Optimize Offpage SEO
If On-page SEO is to optimize elements inside a website, then Off-page SEO is to optimize what is outside a website. And the most important factor affecting rankings on Google is backlinks.
Forum/blog
You can find pages in the same field as your website to post articles with links pointing to your website. If the content you create is truly engaging, it will be widely shared. This increases your chances of ranking better in search results.
Social network
Just like on the forum. You can share the link pointing to the website on social networking sites such as Facebook, Instagram, Google+, Twitter…
In addition, social networking sites are easy to share, so invest in article content. To stimulate users to click on the link or easily go viral.
Press and PR articles
You can ask a third party such as electronic press sites to promote your website. This is a very good way for your website because users tend to trust articles and are more likely to click on links. In addition, newspapers often have a large amount of PageRank, which will help increase the reputation of your website. Of course you will have to pay a fee to get PR from them.
Youtube
Youtube is the 2nd largest search engine after Google. So you absolutely must have a separate Youtube page for your business. To reach potential customers on this channel. Videos about reviews, instructions for use, etc. will be very useful for users
And the links you put on Youtube clips (in the description) are very valuable and help improve SEO a lot.
Step 5: Additional measurement analysis
This is an important step to turn bad content into good and from good into excellent. You can use a number of tools to track and analyze SEO effectiveness such as Google Analytics and Google Search Console.
Some factors to consider are: Traffic, Time on site, Bouncerate, search rankings, return rate, page load speed. , website indexing, number of backlinks.
Through the above factors, you will know the status of the website and then come up with plans to further optimize the website to make it stronger.
How to do Digital Marketing for Facebook
Step 1: Research
Research the market to find out the need for a certain product or service that the market is lacking or not saturated with. This is very important in determining success or failure in business.
Research the product to deeply understand the benefits it brings to consumers to have material for writing advertising content.
Research your competitors to see how they create content, apply it to your products and be creative to do it better to make a difference. Avoid copying
Step 2: Create advertising content
Apply the AIDA (Attention-Interest-Desire-Action) formula to create content for articles or advertisements. This is a formula to help guide customers from reading all the content to deciding to take action.
Attention – First is to attract attention with the article title
For example: Get back your luck, get rid of bad luck
Hot! Hot! Hot! Clearance of all warehouses – Only from 29k – Enjoy shopping
Interest – Create interest with the first paragraph
In this opening paragraph, you must explain the title more clearly to create interest in what you want to convey: the problem, how to solve it with the product or the different benefits.
Desire – Creates a feeling of desire
Continue to offer other attractive elements of the product or service to push the desire to the highest level
Action – Call to action
At this step, create conditions for customers to make purchases as easily as possible. For example, a text message button or a link leading to a shopping cart on a website or e-commerce site.
If there is anything that makes customers hesitate, you should add an element of loss to stimulate, like only for the first 30 people. Or the promotion only lasts until the end of today.
Image
In addition to content, images are also very important to attract readers’ attention and influence advertising optimization. Choose images with warm, bright and beautiful colors. Image size 900 x 900. The amount of text should not take up more than 20% of the image space to avoid being approved.
In particular, write advertising content according to each audience you want to target. (content for students, content for people with families, content for mothers, content for postpartum people…)
Step 3: Create an advertising campaign
You should note important points to optimize your advertising:
Carefully describe the target customers researched above by region, demographics, behavior, and interests to narrow the customer file to less than 1 million people. (Maybe more if the area is large)
You should set a schedule to end the campaign, Facebook will optimize better.
You should spend a certain amount of budget on A/B testing to compare the effectiveness between articles and customer files.
Step 4: Evaluate the campaign
This step should be done during advertising and after advertising to avoid wasting advertising money.
After A/B testing, filter out the content and targets that are considered most effective.
When filtering, retain campaigns that generate revenue and profits and optimize further
It is necessary to monitor the campaign daily, see where Facebook distributes ads, which areas, mobile devices or computers.
Compare and evaluate based on actual indicators such as order comment interactions, etc. Thereby you can force advertising in the most potential places
Step 5: Customer care
After convincing customers to buy, take good care of them to turn them into loyal customers and take advantage of word-of-mouth marketing.
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