DIGITAL MARKETING MELBOURNE
Looking for a digital marketing agency in Melbourne?
In a broad sense digital marketing refers to advertising delivered through digital channels such as: websites, search engines, social media, email, and apps. While this covers a very wide range of marketing activities – we will focus on the most common types below.
Paid Search – Melbourne
Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored results” in search engine pages. eg; on Google search engine results. You normally only pay when your ad is clicked.
You can say whether your pay-per-click ads are to appear when specific search terms are searched by creating ads that are targeted to a particular keyword or audience.
PPC ads are flexible and very effective for many different types of businesses. PPC advertising can also apply to other mediums such as Youtube, Facebook, Instagram and others.
Email Marketing – Melbourne
Email marketing is one of the best converting digital marketing channels. By sending regular updates to your email subscribers you can build and nurture a relationship with them. By providing value with your email updates you can build trust and then eventually you will be able to turn a percentage of your audience into customers.
Email marketing is far more than buying an email list and bombarding them with promotional messages or a one-time advertising spot in someone else’s email newsletter.
The best results from email marketing will always be achieved with a list of subscribers you personally earned and nurtured. Then your email list can easily turn into your best digital marketing asset.
Social Media Marketing – Melbourne
Social Media Marketing is “the use of social media platforms and websites to promote a product or service.”
Social Media Marketing is the sharing of information and engagement with followers, fans, partners or competitors on social media platforms with the goal of promoting your products or services. In essence, social media marketing is the targeted use of social media conversations to increase the awareness for a brand, product or service.
To be successful with social media marketing one has to fully understand the social network you are using for your marketing as each social network has unique features, communication best practices, and content the users respond to.
Some social networks will work great for your situation, product and content – others won’t.
Search Engine Optimization (SEO) – Melbourne
Search Engine Optimization (SEO) is the process of optimising the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms.
Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.
SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.
Search Engine Marketing (SEM) – Melbourne
While SEO describes the process of getting unpaid traffic from search engines – Search Engine Marketing (SEM) refers to the paid traffic from search engines. The most common form of search engine marketing is probably Google Ads for the simple reason that Google is by far and away the most popular search engine out there.
SEM is a form of Pay-Per-Click advertising.
In Search Engine Marketing the advertiser usually pays the search engine a predefined maximum amount of money for showing a marketing message at various places within the search results for specified keywords or phrases.
The 6 Most Common Problems You Will Face Using Digital Marketing (Melbourne)
1) Generating traffic and leads
With so many options of platforms for digital marketers in Melbourne to publish your content and even more ways to promote it, it’s hard to know where to focus your efforts.
Once you know you’re creating the type of content your audience wants – the focus shifts to promoting it in a way that makes your audience sits up and takes notice.
2) Providing the ROI (Return Of Investment) of your marketing activities
Tracking the Return Of Investment of every single marketing activity isn’t always easy, especially if you don’t have two-way communication between your marketing activities and sales reports.
When it comes to providing ROI, there’s a strong case to be made for dedicating time and resources to establishing links between marketing activities and sales results.
3) Securing enough budget (and knowing where, when and how to place it)
Getting a sizeable budget for your digital marketing is easier said than done – especially for smaller organizations that aren’t working with sizable nor flexible marketing spend.
The key to unlocking budget lies in being able to prove the ROI of your digital marketing efforts.
4) Managing your website, social pages or landing pages
After all they are assets that work around the clock to draw in visitors, convert them, and help you hit your goals.
If your primary challenge as a Melbourne business is with managing a website, landing page or social page has to do with the skills and resources you have available, you aren’t alone!
5) Identifying the right technologies for your needs
Melbourne digital marketers might turn to peers, friends in the industry, and analyst reports to figure out which technologies best fit their needs – only to find that feedback is spread across emails, social media, and so on from people of varied reputability.
6) Targeting content for an appropriate audience
Targeting is the absolute key component of all aspects of digital marketing. To be more effective at targeting, one of the first things any digital marketer needs do is identify their buyer or customer persona to determine who it is they actually should be marketing to.
The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand.
It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.
Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users’ posted images of food-related experiences within their social networks, providing free advertising for the products.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.
Melbourne Digital Marketing Key Characteristics
No matter what media we’re using, there are some fundamental rules we need to follow:
Build a quality website that is engaging and responsive.
Have a strong social presence that encourages customers to offer feedback.
Display timely and relevant content that provides the key information your customers need.
Create compelling visuals that stay in the customers’ minds long after they’ve moved on.
And here’s a biggie:
Don’t annoy the customers. Don’t make your marketing activities so invasive that they actually turn customers away.
Remember that our main objective is to engage our customers in a positive way. The customer is at the center of the process, and we want to create an opportunity for the customer to have a dialog with us so that we can have a clearer understanding of how we can meet their needs.
Melbourne Digital Marketing Strategies
Well, this is great, we have tools we can use for digital marketing and some rules to follow, but how do we go about creating a digital marketing plan? Pretty much the same way you develop any other marketing campaign.