Digital Marketing FAQ
When you’ve worked in marketing for a couple of decades, you’ve surfed countless waves of change.
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 directly!
How Do You Reach the Right Audience in Digital Marketing?
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 the digital marketing channel and budget – because sometimes casting a wide net is too expensive or overwhelming to your sales team.
Your buyer persona should answer why and how your audience decides to do business with you, what’s important to them, and what’s stopped them from working with you in the past.
Your primary persona is not the person you want to buy from you in a perfect world; it’s someone who shows signs of being interested in your offering and qualified to purchase.
How Do You Create a Digital Marketing Strategy?
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:
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.
What Percentage of Marketing Budget Should Be Digital?
The 2022 CMO Survey found that publicly traded companies spend about 57% of their total marketing budget on digital marketing. But what about your company?
If you’ve been focusing on digital marketing for a while, you may know your usual return on ad spend (ROAS), potential customer lifetime value and other ROI information. Use this data to assess cost versus benefit and build your budget – because there’s no “magic percentage” of revenue to use.
Here’s how to calculate a digital marketing budget: The Digital Marketing Budget Breakdown
If you don’t have that historic data to work with, set a maximum budget you’re comfortable with and watch performance closely to adjust as needed.
When deciding how to allocate a 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.
Which Social Media Platforms Should I Use for My Business?
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.
Which Social Media Platforms Should You Use for Your Audience?
In general, TikTok and Instagram and more likely to reach Gen-Z and Millennials. Facebook is good if you’re looking to reach stay-at-home moms and people between 28 and 55. If you’re looking to address a more professional audience, LinkedIn is where you want to focus your efforts.
If you don’t have the internal resources to manage a lot of social media activity, it’s better to use one or two platforms well than it is to use four poorly.
Social media marketing is also not meant to be a place to promote your products and services. You want to focus on building trust and becoming a valuable resource. This way, when your potential customer is ready to purchase whatever product or service you sell, you’ll be top of mind.
What Is a Content Marketing Strategy?
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. A content marketing strategy involves identifying your audience, developing audio, video, photo and blog content and delivering it at the right time to the right people on the right channels. It’s not easy and it may be difficult to track without professional analytics tools and training.
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.
What KPIs Should I Be Tracking for My Marketing?
Your business goals and the source / medium you’re 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 what you’re reporting on.
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, if you want to talk about it, make sure your internal team and vendors are on the same page.
Do I Need a Digital Marketing Agency?
Looking to grow? Then of course you should! Digital marketing agencies help you focus on your business instead of SEO and video production. See what it’s like to work with a digital marketing agency that’s been around for more than 20 years. Get in touch or call 231-922-9977 today.