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What Digital Marketing Activities?

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The modern-day short-handed marketing department staffs their teams with digital marketing specialists. This reaffirms that businesses understand digital marketing’s significance. It reaffirms another thing too.

Lots of small marketing departments are clueless about digital marketing.

Full disclosure, I manage a digital agency, but that doesn’t change some harsh realities. SMBs perceive an in-house digital marketing person replaces their agency, saves money and improves results. They don’t understand that digital marketers specialize in certain areas (eg; development, SEO, design) the same way doctors do (surgeons, pediatricians, OBGYNs). The agency-for-individual trade means swapping a hospital of specialized doctors for a potentially superstar General Physician to handle your health. Also, when you hire a digital marketer expect the budget to increase in:

1 – Ad buys (digital ad spend usually increases when in-house).
2 – Agency fees (to assist with work the employee can’t do on their own).
3 – Training and
4 – Replacement costs every 1-2 yrs (average marketing turnover).

You need a point person at your business to manage the agency relationship instead. Agencies and SMBs can work harmoniously if activities and expectations are clear. Below are things to flip to an agency and do internally.

What Digital Marketing Tool?

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Tons of digital marketing tools exist to generate business online. A digital marketing expert picks the right tool for the job. You don’t unscrew a nail with a chainsaw (at least when you’re sober). Below is what small businesses must understand about the key digital tools available.

Infographics – Use when you want to explain something with visual aids. Label a map instead of taking 500 words to describe where all the countries are. Infographics are great to explain your competitive advantages, inform about what you do, how you do it and the benefit of your product/service. Plus it’s easy to share as a sponsored ad/post/tweet in LinkedIn, Facebook or Twitter.

Google Search – Advertise on search results relevant to your product or service. Powerful and productive if you know what search terms (keywords) you want to focus on. A waste of money if you don’t since Google Search ads are competitive. Instead of bidding on competitive keywords try focusing on specific phrases or geographies and bid aggressively. This won’t show your ad often, but will show to the most meaningful searchers when it does. Resulting in more clicks. The riches are in the niches.

Facebook – Use Facebook to share interesting content to current/potential customers. Say you sell insurance. Share tips on how to negotiate deals and any current offers. Facebook’s paid options allow you to push your content to viewers outside of your influence. This helps expand your reach and generate interest. Facebook is ideal to build your contact database for marketing automation. Use free contests and promote giveaways to get names of people interested in your offer. The insurance agent can offer a free consultation to people that like their page. They now have a new lead and can feed that data into their marketing automation software.

Google Display and YouTube Ads – Use these platforms to generate awareness for your product/service. The engagement of these ads is low — 1 out 1000 people on average click on them. Getting Google Display and YouTube Ads to ‘convert’ into leads is difficult, but possible with compelling communication. You need to exaggerate what you want ad viewers to do — sign up for your hopscotch contest, test drive a Vespa, download your Indian restaurant finder app etc. Use some form of targeting — geography, interest or demographic to ensure the right people see your ad. You don’t want your mixed martial arts ads showing on home and garden websites.

The Problem With Marketing Automation Software Solution?

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Businesses use marketing automation and CRM software to manage and communicate with their sales contacts.

You can build landing pages and broadcast automatic emails/triggers to people based on some action they’ve taken in the more elaborate installs.

Assume a hair salon uses marketing automation software. The customer uses the tool to book an appointment online and pay for it. Then, the system automatically sends the customer a reminder, discount code, and a link to book again 30-45 days after their initial appointment. Once the customer signs up for a booking, they are in your system and can enjoy the special offers and information you send them. That is marketing automation at its best.

However, that doesn’t solve the main problem affecting the hair salon and every other hair salon. How do I get that new customer to my site to book? And that, my friends, is the problem with marketing automation software that you need to solve on your own.

Or, the problem affecting most SMBs—how do I get those sign-ups or new customers? Ask the next CRM sales rep that calls your office that, and you’ll know what uncomfortable rambling sounds like.

That is the one thing all marketing automation and CRM software companies don’t tell you.

You can use their software to manage potential business opportunities, but not generate business opportunities.

This is where web development plays a crucial role. A well-designed website optimized for user experience, SEO, and conversion can help attract new visitors and turn them into paying customers. Whether through organic search, paid ads, or social media campaigns, your website needs to be the first point of contact for potential customers. Without effective web development strategies, even the best marketing automation tools will struggle to deliver results.

Marketing automation and CRM systems are great tools if you have thousands of people signing up for events you run, reservations at your hotel, appointment bookings, etc. But if your business has no standard contact database to begin with, you’ll need to build that first—starting with a strong web presence.