Digital Marketing 101

Digital Marketing 101

Author: Waqar Mohammad / Source: PakWired - Latest Startup and Technology News from Pakistan Running a business is stressful enough witho

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Running a business is stressful enough without having to worry about growing it. Needless to say you can’t scale your business without having to face the marketing side. Many companies will employ marketing managers, but there are many more who can’t afford such a privilege, so the weight of business promotion falls on the shoulders of the Director/CEO of the company.

As with anything requiring professional proficiency, marketing can be a minefield and its easy to get lost. It gets more confusing when you add digital marketing to this. Hopefully by the end of this article, you will be able to understand some jargon as well understand the complex landscape that is digital marketing.

It would be remiss of me to discuss digital marketing without first discussing some fundamental principles. From experience, I find people dive head-first in to the ‘act’ of marketing, but a little analysis will benefit in a huge way.

The first thing I would recommend is ‘know your customer.’ This means, focus on what your target customer looks like. When thinking about your customer go over their gender, age, location, position in house, marital status and much more. The goal is to have around 3-5 types of customer where you map out so much detail that you feel you can recognise them on the street.

Next, for any form of marketing to succeed, a solid marketing plan is a necessity. Asides from providing structure, it will help provide an overview of your short-term and long-term strategies and also act as your ‘to-do’ list. I came across one (can be found here) recently which I found to be detailed and covers a lot to help you really analyse your business and potential customer.

Now that we have the basics covered, we can look further into digital marketing specifics.

Digital Marketing consists of long-term and short-term actions which form part of your strategy. Search Engine Optimisation (SEO) will normally fall under the long-term, while Social Media Marketing can be seen as a hybrid because it caters for both. Although the acronyms seem daunting, a lot of the work…