The Art Of Digital Marketing Is Science

The Art Of Digital Marketing Requires A Bit Of Science
Digital Marketing Takes Work

There are a lot of artists out there. They love to create beautiful campaigns that look and feel marvelous. Sometimes you will see a post or part of a campaign that makes you laugh out loud. That too is a good part of the art.

A picture is indeed worth a 1000 words and some of the best pictures make for artistic digital marketing that takes your breath away. And a video? Well if a picture is worth a 1000, a video is worth far more. Some of the most artistic digital marketing campaigns move you to like, share and comment.

And if digital marketing were a popularity contest, that might be enough.

But bringing in a bit of science to help you with your digital marketing campaign can actually help your business grow.

You remember back in science in high school? You create a hypothesis. Then you do a test. Then you measure the results. Then you draw a conclusion based on that and from there you can create a new hypothesis and let the science keep rolling.

How does that work?

Hypothesis:

If I create one blog every two weeks for twelve weeks around a new product that we make, and strategically share that on social media I’ve identified as platforms the target customer uses, I can increase sales 10%

Test:

Create six pieces of content, keeping it short, interesting, and using images  that are not stock images. Post one every two weeks to your blog, share on identified social sites, tagging others and using hashtags as appropriate.

Measure / Evaluate:

Well we found that posts where we focused on our clients got the most interaction and we actually generated three leads as a result of those two posts. We’ve already converted one. One is a bit dicey and likely won’t convert but the other is in the funnel and looking good.

Conclusion:

It seemed like the posting frequency was just about right and it really helped to have it all planned out in advance. If we can sustain this program, our sales should increase between 11 and 15% over last year.

That’s one example of how you can conduct a digital marketing campaign with science. What all was used in this example?

  • Content Marketing – creating unique content and posting it to a blog
  • Social Media Marketing – posting to social media websites using tags and hashtags to engage others
  • Conversion Rate Optimization Marketing – determining a conversion rate based on number of interactions that actually turn into business

Other types of digital marketing that should be considered:

  • Search Engine Optimization
  • Paid Search Campaign
  • Email Marketing
  • Paid Social Media Marketing (similar to paid search campaign)
  • 3rd Party Marketing (placing your ads / links on other websites)
  • Mobile Marketing (includes many of those above plus texting)
  • Affiliate Marketing (using influencers to promote your business)

The art of digital marketing is an important component but the science of digital marketing should not be overlooked. Over the last couple of years the phrase “follow the science” has been overused and abused. But integrating science into your digital marketing outreach is important if you want to be successful.

Remember, if you don’t know where you are going, any road will get you there. If you take the extra steps beyond the art of digital marketing to get to the science, you will actually be able to measure success as a phase of the campaign ends.

If this all sounds great to you but you aren’t sure where to start, we can help. Call or Fill out our contact form to get started.

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Three Concerns about E-Newsletters

OK, I just posted five reasons you SHOULD have an e-newsletter, now let’s look at three things you need to take into account as you start writing your e-newsletters:

  1. Junk Email filters. There is a lot of email out there. And a lot of that email is automatically generated junk that you don’t want to read. The unfortunate point is that a good email newsletter site like AWeber.com or Constant Contact.com is also an automatically generated email that can caught in a filter. We use Aweber and we get a spam assassin score BEFORE we send so we know how likely it is to get filtered out.
  2. Information Overload. How many emails do YOU get every day? I get over a hundred, not including the junk that gets filtered out. Even then I’ve got an overload of information and should probably unsubscribe from half a dozen newsletters. But they’re really good when I take the time to read them. So remember that your reader is likely overloaded and that leads to the next concern:
  3. Competition for Attention. Like I said, I get over 100 emails a day. So your e-newsletter is competing for my attention with every other item in my inbox. And of course I’m likely distracted by who’s IM’ing me or what the latest tweet from Twitter is as well. One key issue to deal with here is to make sure your subject line leaps off the screen in a way the engages the reader from the start.

These concerns aren’t insurmountable but you should be aware of them so that you can prepare to make your newsletter stand head and shoulders above the rest.икони

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Five Reasons to Use an Email Newsletter

Putting a newsletter into email is easy.  Reaching people that want to be reached by you is so easy it feels thrilling! Really it does! Give it a try. Here are five reasons you should try it if you aren’t already:

  1. Low cost distribution: Sending out a hard copy newsletter can cost anywhere from $0.42 to $10.00 depending on how much work and postage you put into it. An email can be sent for nothing or next to nothing.
  2. Less focus on formatting: Instead of having to make the content fit the available space, you can just focus on writing good content.
  3. Ease of distribution: You don’t have to spend time folding and stuffing envelopes nor do you have to lick stamps and take it to the post office. Simply click send when it looks right and off it goes.
  4. Easy to post to your web site: Once you’ve taken the time to write good content, you should always post it on your web site so the Search Engines can index your content. In the same way you should always archive your newsletters on your site to keep that good content available.
  5. Easy to link your newsletter to your web site. For most folks, getting people to visit their web site is their goal. If someone visits the web site, they are more likely to make a purchase so why not put the first three paragraphs of your nine paragraph article in the newsletter with a Continue Reading link that goes to your web site?

So get off your backside and start writing. And start getting permission from people to send them your newsletter.

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