Practical Application of Digital Marketing 2023: Simple and Effective!
Digital marketing as a whole and a simple concept – especially for you as a medium-sized business owner, I want to show you – clear and actually practical in application.
We cover the following areas:
Marketing in medium-sized businesses, where to start – the challenges The 5 actual benefits of digital marketing How you can get started: the 4 channels – website, social media, paid campaigns, direct messaging.
What do you need as a medium-sized business in 2023 for digital marketing?
Your current questions:
As a medium-sized business owner, you have limited capacities in terms of time and money.
Questions like “Where should I focus?” and “What advantage do the respective channels bring me?” can block everything.
Why is digital marketing essential? Why is it so important? Here are 5 reasons:
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Personalized interaction: By utilizing digital data, you as a business owner can engage in individual and consistent dialogue with your customers across all touchpoints and channels. This allows for tailored and effective communication.
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Success tracking and evaluation: Digital marketing enables precise control and evaluation of all marketing activities, unlike traditional marketing. With digital technologies and computer systems, you can measure the success of individual actions and adjust your strategies accordingly.
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Accessibility of the target audience: Since people spend a significant amount of time on the internet nowadays, digital marketing is an effective way to reach your target audience right where they are.
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Versatile strategies and tools: Digital marketing offers a multitude of strategies and tools tailored to specific goals, from search engine optimization to content marketing, social media marketing, and email marketing.
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Adaptability: Digital marketing allows companies to quickly respond to changes and adjust their marketing strategies accordingly. Digital marketing doesn’t necessarily have to be web-based; it can also take place offline through digital technologies.
Here, I will introduce the 4 channels individually, with a clear structure:
What is the channel? What benefits do you gain from it? How can you utilize the latest AI here? What tips can I give you immediately?
Click here: Checklist – 4 Channels
Website – The Foundation
A website is the centerpiece of a company’s online presence and serves as the primary source of information for potential customers. As such, it is a crucial factor in branding and customer acquisition.
The importance of a well-designed and structured website cannot be emphasized enough. In a world where most consumers conduct online research before making a purchasing decision, a compelling website can make the difference between a passing visitor and a new customer.
Creating an effective website requires considering a range of factors. First and foremost, the site must work equally well on mobile devices as it does on desktop, as more and more people browse on their phones and tablets. The user interface should be intuitive and user-friendly to ensure a positive user experience.
An AI-powered chatbot can enhance interaction with visitors and help them find the information they need quickly while collecting qualified leads. It is also important to link the website to social media profiles to strengthen online presence and improve discoverability.
Tips:
Install an AI chatbot like chatbase.
Clarity: Within 5 seconds, every website visitor should understand the main topic.
SEO optimization: Analyze your Google ranking for key search terms.
GPT-4 Prompts – Examples:
“GPT-4, please generate SEO-optimized text for my website focusing on sustainable fashion. Use the keywords: sustainable fashion, organic cotton, ethical manufacturing, vegan clothing, and eco-friendly fashion.”
“GPT-4, I need SEO-optimized content for my website in the fitness and health niche. Please use the keywords: fitness training, healthy nutrition, bodyweight exercises, protein-rich foods, and workout tips.”
“GPT-4, I request an SEO-optimized text for my website focusing on digital marketing solutions. Use the keywords: digital marketing, SEO services, social media management, content marketing, and online advertising.”
Social Media: Organic Posts – Makes You Lively!
Social media offers you an enormous opportunity every day to directly interact with your target audience and spread your brand messages.
With posts, you can test topics and offers and build a direct connection with your target audience.
The role of AI in topic research and content creation is crucial. AI tools can generate topics and write texts that appeal to and engage your target audience based on the content available on your website.
Tips:
Post as often as possible: at least 2 times per week, preferably daily (the more, the better).
Use at least 2 channels simultaneously, such as Instagram and Facebook.
Mix up the topics and monitor the reactions.
GPT-4 Prompts – Examples:
“GPT-4, based on my website joemayer.org, which focuses on AI implementation and digital marketing, please generate 3 Instagram texts on the topic ‘AI in search engine optimization.’ Also, suggest relevant images.”
“GPT-4, starting from my website joemayer.org, which specializes in digital marketing, please create 3 Instagram texts on the topic ‘automation in email marketing.’ Also, propose suitable images for illustration.”
Paid Campaigns – The Ultimate Turbo
Paid campaigns serve as a powerful accelerator to quickly gain visibility and achieve specific business goals (e.g., sales goals).
These campaigns can promote products, attract new employees, and improve the company’s image. The major advantage is that you can directly and immediately reach the target audience and obtain precise data as feedback.
AI plays a crucial role in this process. It enables you to choose from a variety of topics and versions to effectively design and personalize your ads. By continuously testing and adapting, supported by AI-driven analytics, you can maximize the effectiveness of paid campaigns.
Tips:
Use paid campaigns regularly; they are not expensive.
Use the best organic posts for visibility campaigns.
Always test multiple variations (images, headlines, texts) against each other.
Example of headlines for a recruiting campaign:
“GPT-4, please write a campaign headline for a sports store looking for a salesperson who enjoys the benefits of flexible working hours, traveling to attractive sports events, and the opportunity to try out sports equipment and select areas of interest such as tennis or cycling.”
Click here: Checklist – 4 Channels
Direct Marketing via Email and Messaging Services – Extremely Precise
With this method of direct marketing, information, offers, and customer communication are sent directly to the email inbox or through messaging services such as SMS or WhatsApp. Monthly or weekly newsletters can be used to maintain contact with customers and build trust.
The benefits of this form of communication are manifold. It allows for high visibility and directly reaches the target audience without depending on social media platform algorithms. This is particularly advantageous because the average email open rate for campaigns is around 20%, significantly higher than the engagement rates on Facebook (about 0.06%) or Instagram (about 0.6%).
Furthermore, the acquired email addresses are a lasting asset for companies and allow for the creation of precisely segmentable lists. The reactions to sent messages are precisely measurable, enabling precise analysis and optimization of campaigns.
With AI, you can now create entire email campaigns, with AI generating all the texts from the first to the fifth email. This allows for an even more precise targeting of the target audience, which can positively impact the results of the campaigns.
Tips:
Collect as many email addresses as possible: your long-term capital.
Segment your email lists (e.g., by products, purchase volume, etc.): best open rates.
Publish a regular newsletter: the simplest way to maintain contact.
GPT-Prompt:
“GPT-4, please generate a four-part email campaign for our engineering company introducing a new machine. The first email should contain a teaser about the upcoming product. The second email should highlight technical details and the advantages of the machine. The third email should present a customer success story or case study related to the machine. The fourth and final email should be an exclusive invitation to a virtual product demonstration.”
How to get started?
Here are 5 final tips to get started:
Initially, treat each channel separately: set goals with to-do lists.
Work on the channels one by one, in order of priority: e.g., 1. Website – 2. Facebook campaign – 3. Social media – 4. Email system.
Gradually improve each channel over 2-3 weeks, and then move on to the next channel. No one achieves immediate 100% implementation.
Change your mindset: Digital marketing will remain. It should not be a burden but a regular task. This means setting goals and implementing to-do lists continuously and gradually; it’s not a sprint but a regular task.
Assign tasks with deadlines: To make progress on a topic, you need to treat digital marketing, even on a small scale, just like production, procurement, and sales. It’s best to take on the tasks yourself or delegate with clear instructions and deadlines.
Click here: Checklist – 4 Channels
FAQs:
The following information channels are particularly important in digital marketing for small and medium-sized enterprises (SMEs): website, social media, paid campaigns, and direct marketing (email, SMS, WhatsApp). These channels can be utilized quickly and efficiently to maximize the potential of SMEs. By employing AI, businesses can optimize and personalize these channels. Here are some tips for utilizing AI in these channels:
Website: AI can be used to provide personalized content for website visitors, such as product recommendations based on their interests and behaviors. Social Media: AI can help optimize content on social media platforms, for example, through automated postings at optimal times or identifying relevant hashtags and trends. Paid Campaigns: AI can assist in optimizing advertising campaigns by analyzing data and making predictions about the effectiveness of ads. This allows for targeted ad placement and better utilization of advertising budgets. Direct Marketing: AI can be used to send personalized emails, SMS, or WhatsApp messages to customers based on their preferences and behaviors.
The use of digital marketing and artificial intelligence (AI) is essential for small and medium-sized enterprises (SMEs) for several reasons. By leveraging digital data, companies can personalize the dialogue with their customers and tailor it to individual preferences across various touchpoints. Additionally, digital marketing enables precise control and evaluation of all marketing activities. Given that people spend a significant amount of time online nowadays, digital marketing provides an effective way to reach the target audience right where they are. Furthermore, digital marketing offers a multitude of strategies and tools that can be tailored to specific goals. Lastly, digital marketing allows businesses to quickly respond to changes and adjust their marketing strategies accordingly.
A well-designed website is the cornerstone of a company’s online presence and serves as the primary source of information for potential customers. It plays a crucial role in branding and customer acquisition.
When creating an effective website, several factors should be considered. This includes ensuring that the site functions well on both mobile devices and desktops. The user interface should be intuitive and user-friendly to ensure a positive user experience. The use of an AI-powered chatbot can enhance visitor interaction. It’s important to link the website to social media profiles to strengthen online presence.
Offering diverse contact options provides potential customers with flexibility to get in touch with the company. Regularly updating the content, such as through a blog, can improve visibility in search engines and position the company as an industry expert.
The design of the website should be authentic and appealing to gain visitor trust and establish an emotional connection. Clear and accurate information about the services or products offered should be easily identifiable.
When using keywords in SEO texts, it is important to avoid excessive repetition. Instead, synonyms and related terms should be used to create variation. Additionally, keywords should be supported in structured data or anchor texts to enhance their relevance for search engines.
Good SEO texts provide value to users and fulfill the search intent. They contain relevant information, are error-free, and demonstrate exceptional content quality. Additionally, they should include important keywords that align with the user’s search intent.
Artificial Intelligence (AI) plays a crucial role in topic research and content creation for organic social media posts. AI tools can generate topics and compose texts that resonate with and engage the target audience based on the existing content on a website. By utilizing AI, various topics and offerings can be tested to establish a direct connection with the target audience.
Paid campaigns are an effective method to achieve business goals as they serve as powerful accelerators to quickly gain visibility. Through paid campaigns, companies can promote products, attract new employees, and enhance the company’s image.
One significant advantage is the ability to reach the target audience directly and immediately, while also receiving precise data as feedback.
By leveraging Artificial Intelligence (AI), businesses can choose from a variety of topics and versions to create and personalize ads effectively. Through continuous testing and adaptation, supported by AI-powered analytics, the effectiveness of paid campaigns can be maximized.
By regularly utilizing paid campaigns and leveraging the best organic content for awareness campaigns, companies can effectively achieve their goals.
It is also advisable to test multiple variations of images, headlines, and text against each other to achieve the best possible campaign performance.
Direct marketing via email and messaging services is an effective method for businesses. It allows for direct and immediate communication with customers and offers high visibility without relying on social media platform algorithms. The obtained email addresses hold lasting value, enabling the creation of segmented lists.
The responses to sent messages are measurable, allowing for precise analysis and optimization of campaigns. With advancements in Artificial Intelligence, individually tailored email campaigns can be created, enabling more precise targeting of the audience.
To start with digital marketing successfully, it’s important to keep your system as simple as possible. Make sure you have a website and presence on social media channels.
Collect email addresses and set up a Facebook advertising account. Treat each channel separately and set clear goals with to-do lists. Work on each channel one by one based on their priority. Improve each channel gradually over a period of 2-3 weeks before moving on to the next one.
Change your mindset and view digital marketing as a regular task rather than a burden. Set clear goals and assign tasks with deadlines, either by taking them on yourself or by delegating them with clear instructions and deadlines.
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Joe Mayer