Digital Marketing Platform

Basic idea of forming Digital Marketing AgencyHasibur Rahman

What is Digital Marketing?

Digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.Marketing has always been about connecting with audience in the right place and at the right time. Today, that means product or service need to meet them where they are already spending time: on the internet.

Digital Marketing Assets & Tactics

Digital marketing includes digital advertising, email marketing, online brochures, and beyond -- there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

Digital Marketing Assets

• Website• Blog posts• EBooks and whitepapers• Info graphics• Interactive tools• Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)• Earned online coverage (PR, social media, and reviews)• Online brochures and look books• Branding assets (logos, fonts, etc.)

Digital Marketing Tactics

• Search Engine Optimization (SEO)• Content Marketing• Inbound Marketing• Social Media Marketing• Pay-Per-Click (PPC)• Affiliate Marketing• Native Advertising• Marketing Automation• Email Marketing• Online PR

Why Digital Marketing?

Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If someone put an advert in a newspaper, he/she’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all. On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Website TrafficWith digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software like HubSpot. You can also see how many pages they visited, what device they were using, and where they came from, amongst other data.

Why Digital Marketing? (cont.)

Content Performance and Lead GenerationImagine you’ve created a product brochure and posted it through people’s letterboxes -- that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash. Now with digital marketing, you can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Attribution ModelingAn effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business. We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

Challenges for Digital Marketers

Proliferation of digital channels: Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.Intensifying competition: Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.Exploding data volumes: Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.

Finding the ClientsLearn who is the ideal client: Find the target customer. Targeting everyone is a bad idea.Gathering the Information: Gather information about client base to identify the actual client.Find B2B leads: Search for relevant B2B leads that are ready to buy.Close those leads: Help them understand why Ad Agency would improve their marketing efforts. Make them feel comfortable about spending money on Ads.Diversify distribution channels: Look at some of the most underused channels. Write content around target niche and figure out long tail and fat head keywords that might bring recurring traffic.

Client BaseClose network & Community: Engage with the community. This is where word of mouth and trust has already been established so it is easy to get that initial work;Freelancer Platforms: Offer cheap services to get a name and keep on submitting proposals;Marketing Agencies & Small Business: Approach local agencies and businesses looking to secure work. Free can be a great incentive;Networking: Network at local small business meetups, business events, industry trade shows, local accelerators/incubators etc.;Local ‘Non-Business’ Organizations: Network and if possible get speaking engagements at events for local non-business organizations like chamber of chambers, University, Tech college, employment agencies etc.Advertising and Paid Content Promotion: Can be expensive but it will get traffic to the site or phone (if targeting local market). Implement everything from keyword marketing, social media marketing, local classifieds etc.

Digital Marketing for B2B and B2CDigital marketing can work for any business. Regardless of what company sells, digital marketing still involves building out buyer personas to identify audience’s needs, and creating valuable online content. But digital marketing strategy can be vary on businesses to business.B2BFor B2B, digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of marketing strategy is to attract and convert the highest quality leads for salespeople via website and supporting digital channels.B2CFor B2C, depending on the price point of products, it’s likely that the goal of digital marketing efforts is to attract people to website and have them become customers without ever needing to speak to a salesperson.For that reason, its less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on website, to the moment that they make a purchase.

Digital Agency Offered Services Search Engine Optimization SEO Services, Dedicated Digital Managers, Results Driven Customized Strategy, Complete Transparency And Detailed ReportingReputation Management ROI Focused Strategies, AdWords Certified Partner, Leveraging Search & Ad Networks, Landing Page & Ad DesignWeb Design SEO Focused Design, Professional Custom Design, Optimized For Conversions, Latest Developmental Technologies, Mobile WebsitesSocial Media Marketing Build Your Follower Base, Keep Them Engaged, Develop Rich Content, Track It All To ResultsPR Marketing Build Awareness & Credibility, Targeted Media Outreach, Brand PositioningOnline Press Releases

Digital Agency Offered Services (Cont.)

Lead Generation Custom Campaign Strategy, Qualified Exclusive Leads, Quality/Quantity Focused, Indisputable ROIConversion Optimization Creation & Implementation of Analytics Goals and Ecommerce TrackingE-mail Marketing List Development, Creative Formatting / Content Development, Automated Lead Nurturing, Campaign ManagementE-Commerce Solutions Build on Proven Platforms, Configured to customer Needs, Designed for Conversions, Customization & IntegrationApp Marketing App Design, Professional Custom Design, Optimized For Conversions, Latest Developmental Technologies, User Friendly design

Budget for Digital Marketing AgencyBudget depends on what elements of digital marketing is going to be added to the strategy.  With owning an website, if main focus is on inbound techniques like SEO, social media, and content creation then the budget will be pretty low. With inbound marketing, the main focus is on creating high quality content that audience will want to consume, which unless the plan is to outsource the work, the only investment you’ll need is your time.With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

Budget for Digital Marketing Agency (Cont.)

There will come a point where employees will be needed. Which will effect on budget too. There are few combination of employee set to keep the budget in margin.• Freelancers• Part-Time Employee• Full Time Employee 

Sample: Digital Marketing Agency Organogram

CEO

Digital Marketing Team Lead

Digital Marketing Manager

Key Account

Manager/ Client

service

Key Account

Manager/ Client

service

Digital Creative Manager

Digital Copy

Writer

Junior Content

Specialist

Graphics Desigener

Web/ App Developer

Junior Web/ App

Developer

HR & Admin

Manager

Office Assistants

Basic Expenditure for Digital Marketing Platform (Startup)

• Office space compatible for 10-15 people• Indoor photo & sound studio • Complete work station 12 set with necessary hardware & software• Office tools like, Printer, Scanner, Photocopier • DSLR camera and sound recording equipment• Digital drawing pad and other drawing equipment• High Speed Internet• Basic office utensils

ConclusionThere are no hard and fast rules to “good” digital marketing. The result must produce for the clients is one where they benefit from increased brand awareness and turnover. New firm should think outside of the box when devising new online marketing strategies. Depending on a one-size-fits-all policy for all customers is a wrong idea.Some projects demand quirky, unconventional methods to make an impact with target audiences. Others are perhaps a bit more simpler to set up. Be a shining example to other would-be marketing agencies!

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