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The Who, What, and Why of Digital Marketing

Digital Marketing

So you’re thinking about implementing a digital marketing strategy for your business. But where do you begin… and how? Whether you’re launching a new brand or just striving to keep up with the landscape, this guide will explain the basics so that you can start building a successful strategy today.

The Who

It all starts with you and your marketing partners. Based on your budget, that could look like a small in-house team or an experienced digital marketing agency. In any case, a digital marketing partner puts your business on the map by combining data, creativity, and a little bit of talent. 

A digital partner creates and maintains the most important elements of your online presence, including rebranding your website, designing a logo, creating a professional social media presence, and curating relevant imagery. The digital team takes on these responsibilities so that you can focus more on what you know best: your product.

The What

Digital marketing, at its core, is the strategy of promoting and selling goods and services online. Digital marketing has similar objectives to traditional marketing, but it focuses on targeting the customer solely through online and mobile channels. For example, instead of running a Superbowl commercial or print campaign, a brand might launch a video series on social media to market a new product. Strategic and creative digital marketing campaigns are critical to connecting customers with your product. In today’s digitally-driven world, customers expect brands to offer a cohesive online presence. 

Imagine visiting your favorite retail store’s website just to find out it runs exceptionally slow and has annoying pop-up windows. Then, you look to find styling inspiration on a piece you might buy, but the company’s Instagram feed hasn’t been updated in months! What does this experience leave you thinking about the brand as a whole?

Fortunately, digital marketers use a plethora of ways to connect with your customers in a way that makes the most sense for your brand. And the results are game-changing! With a robust digital strategy, you’ll reap the benefits of: 

1. Brand awareness. Customers can learn about your brand effortlessly through text and imagery on your website, as well as informational posts on your social media or blog, and easy-to-find links on Google searches related to your brand.

2. Reach. With digital marketing, your brand can connect with customers all over the world instantaneously. More eyeballs mean more dollars.

3. Cost. Digital marketing is more effective and less expensive than traditional TV or print advertisements. Many of the tools available come at little to no cost, as long as you know how to use them.

4. Data. You can track the impact of your strategy in real-time with analytics dashboards that do not exist with traditional advertisements.

The Why

One of the most important facets of digital marketing—if not the most important—is the WHY behind your business. Digital media is a vast landscape, so it’s imperative to root your brand with a strong identity before taking it online and pushing for conversions. Anyone can create a business, set up an LLC, and link a business credit card. Building a brand, however, is an entirely different animal. 

Your unique brand identity separates you from every other business out there doing the same thing. It attracts customers and encourages brand loyalty. Challenge yourself to ask WHY are you in this line of business in the first place and what value you add to your customers’ lives. Dig deep to understand the motivations behind your company’s story. If you need a starting point, begin with your principles, mission statement, and target customer persona. This should lead you to your WHY.