Digital Marketing FAQ
When you’ve worked in marketing for a couple of decades, you’ve surfed hundreds of waves of change in digital marketing. Through it all, these have been the top digital marketing FAQs we hear at Oneupweb. Cruise our answers to these marketing questions, and feel free to ask us something directly.
Who should I be marketing to?
Who you should be marketing to online depends on the customer profile, aka buyer persona, that you create based on market research, search data and website performance data. It also depends on digital marketing channel and budget – because sometimes casting a wide net is too expensive or overwhelming to your sales team.
Your buyer persona information should answer why your audience would want to do business with you, what’s important to them when making a decision, and what has stopped them from working with you in the past. Your primary persona is not who you want to buy from you in a perfect world; it is someone who shows signs of being interested in your offering and qualified to purchase.
How do I create a digital marketing strategy to meet my business goals?
This is one of those burning marketing questions. To refine or create a digital marketing strategy, start by clearly writing down what your business goals are and agreeing on them internally. We love the SMART goal format: Specific, Measurable, Attainable, Relevant, and Timely. If you need some structure, check out our SMART goals template. Next, go through existing and past digital marketing efforts, and look at the data to see how strategies performed in each channel. Keep what works, and replace what doesn’t. This is an oversimplification, but it takes a lot more than one digital marketing FAQ page to answer the question in a way that meets your business’s needs.
How much should I pay for digital marketing versus traditional?
A Gartner CMO survey found that publicly traded companies spend about 11% of their revenue on marketing, and up to 2/3 of that marketing budget goes to digital. But what about your company?
If you’ve been doing digital marketing for a while, you may know your usual return on ad spend (ROAS), potential customer lifetime value and other ROI information. Use these to assess cost versus benefit and build your budget – because there’s no “magic percentage” of revenue to use. If you don’t have that historic data to work with, set a maximum budget you are comfortable with, and watch performance closely to adjust as needed.
When deciding how to allocate budget for digital marketing versus traditional, think about your audience. Where are they consuming media the most? What ad mediums have performed well in the past? Try some new things out, test and revise.
What social media platforms should I be on?
Don’t fall victim to the myth that your business should be on every social media platform. If your target customer isn’t on a particular social media platform, then you may not need to be either. Each social media platform releases its demographic information, making it easier to see which platforms your audience likes best. Also, if you don’t have internal resources to manage a lot of social media activity, it’s better to use two platforms well than it is to use four badly. Or you can find a partner to handle your social media marketing.
How does content marketing support digital marketing?
Because content marketing is a long-term, long-lasting marketing strategy that requires solid SEO simultaneously, some teams may not see the value in it or know how to measure the value. That’s why this is one of the most asked marketing questions. But the truth is, great content marketing supports all your other digital marketing strategies. For example, when you align your content and SEO strategy with PPC (using our sexy swivel table!), you can unlock major benefits in both organic and paid media channels.
If you’re liking this FAQ page so far, wait till you see these content marketing FAQs.
What KPIs should I be tracking, and how?
Your business goals and the source / medium you are choosing to convey your message will determine what KPIs (key performance indicators) measure digital marketing success.
For example, if your goal is to increase the number of visitors that convert to leads on your blog, then you would want to track blog sessions and resulting lead forms and/or clicks-to-call. The KPI you care about may vary based on your role in the company and who you report to.
What does “conversion” mean in digital marketing?
Speaking of KPIs, does it seem like everyone defines “conversion” differently? Some companies (or single departments within) may differentiate between a website conversion – like a contact form completion – and a sales conversion, which is a successful sale that occurs after a website conversion. In our agency’s experience, companies commonly call sales-oriented website actions conversions, and they call sales, sales. However you want to talk about it, just make sure your internal team and vendors are on the same page.
Do you have tips for how to choose a digital marketing agency?
We could just say “pick us” (wink, wink), but that’s not really an answer. A better answer is, consider the agency’s culture just as much as their skills and experience. To help you shop around, we made a resource with five tips for choosing a marketing agency.