Search Engine Marketing (SEM), Search Engine Optimization (SEO), Content Marketing, Social Media Optimization, Social Media Marketing, Influencer Marketing, Email Marketing, SMS and MMS Marketing are all major activities that completes Digital Marketing.
Influencer Marketing
This is the use of social media influencers as a major drive for your campaign. In this case, a lot of big brands today are making mistakes with use of this strong social media campaign tool. Brands in this era gets ambassadors and social media influencers based on the influencer’s followers and fans base but using this as a main factor to determine who is good for your brand is wrong.
This is why most brands end up advertising the influencer instead of the influencer influencing the brand.
How? An influencer with 2,000 fans online and talks about fashion products with about 80% of its online post is better for a fashion brand than an influencer with 30,000 fans and talks about general products.
First, analyse the interest of the influencer itself, whatever you often post about will determine the interest of large percentage of your total fans online. So having 2,000 fans interested in fashion is good for a fashion brand than having 30, 000 fans of an influencer that often talks about politics or gadgets and talk less about fashion. The interest of the influencer matters.
So, why don’t you give right influencer your product sample and all you ask in return is “honest review”. This will help you attract quality audience only.
Search Engine Marketing
This includes Display Advertisement, Video Ads and Search Marketing on Google and search partners like Yahoo, Bing SERPs (Search Engine Result Pages).
Search Marketing is basically reaching out to audience who are already interested in your product, similar products or competitors as they come online to search for certain keywords which you must be bidding for to appear there.
If as a publisher, you bid for the key word “news”, you need to know you are not the only one bidding for this keyword on SERPs. For your ads to claim the top position on search results, you need to be willing to pay more than competitors, if your maximum CPC (cost per click) bid for the keyword is set to be $0.05 and competitor A and B are willing to pay $0.02 and $0.10 as maximum CPC respectively. Competitor B will own the position, the keyword will cost a little above yours ($0.05) because competitor B is willing to pay up to $0.10 for the same keyword. The keyword will cost more than $0.10 when another competitor or you are willing to above $0.10.
Writing high quality ads is important, make sure your keyword is used in your ad headline. Capitalizing each words in your search ad has proven to get 60% more clicks than without, don’t forget to have a CTA (Call to Action) in your ads as well. CTA means what you want and telling the audience to do with your product or services.
Display Advertisement is creating banner ads that are compliant to Google Ad policies and either targeting different websites with keywords or placing ads on different website directly through Google AdWords. Targeting Apps on mobile and tablets have been very useful in recent times as they are giving more (CTR) click through rates.
Video Advertisements is done through Google AdWords with placements on YouTube and websites.
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Me: Olatubosun Olatunji
Email: olatunjiolatubosun@gmail.com
