In today’s fast-paced world, marketing is undergoing a digital transformation. There is no doubt that this transformation is enormous. Digital marketing is taking over traditional marketing channels. Be it social media or content, every aspect of reaching out to the customer is getting a digital makeover.
The change can be attributed to internet enabling businesses to interact with target audiences’ real time.
Now, talking about digital marketing, the definition is quite vast, to be honest. Digital marketing services are defined as the promotion of brands or products via one or more forms of electronic media.
Digital marketing sure has torn down most of the complications traditional marketing upheld.
Now digital marketing is segmented into various types, which relates to the channel of communication it is opting for. Some of the most common types of digital marketing include:
- Email marketing
- Content marketing
- Social media marketing
- Online advertising
- Mobile marketing
Each of the medium used has an advantage. For instance, social media aids promotion, content helps you establish as a thought-leader in your industry, SEO enables you to track your performance, and an online ad is essential to draw revenue.
So why digital marketing is important?
Digital marketing is pervasive, allowing consumers to have access to all the information they want, and at any time they want it.
Also Read: 7 key B2B marketing strategies for 2019
Digital marketing is like an iceberg. What we know of digital marketing is just the tip of the iceberg. There is much lying underneath that we have no idea about.
When it comes to CEOs, they are busy people, regardless of the industry, they are associated with. They are pressed for time. Increasingly they use digital marketing medium to perfect their marketing strategies. And looking at the benefits of digital marketing, it can be proclaimed that it is one of the best methods to connect with the modern, well-informed audience.
Some of these benefits include:
- Measurable results
- Scalable sizes
- Access to a broader audience
- Improved conversion rates
- Easy optimization
As technology advanced, companies found a better way and more effective way of marketing. However, dynamism in the digital marketing landscape pushes the CEOs to be on their toes. They need to keep themselves updated with every minute change that takes place.
As a CEO, you know that keeping up with this inclinations is not always easy. So, what should you do?
Well, we have listed 5 things you as a CEO should know about digital marketing for it will help you make quality marketing decisions and take the right path to reach out to your customer.
1. You Should know if your marketing campaign is working
As a CEO if you want to keep a pulse on how your company is performing related to marketing, you need to know the outcome of your campaign. To be at the top of your marketing game, you need to keep a track of analytics. Well, at least the performance of the campaign.
For the CEO of a company, you need to know analytics like the back of your hand. The engagement level of your campaign on various channels, the initial response of your audience, search engine ranking and performance of tracked advertisement allows you to measure the success of your campaign.
While a lot of time takes to craft that perfect marketing campaign, you need to measure their performance as well. Only by knowing the shortcomings of every campaign can you craft an excellent version.
As marketing success is a game of innovation, you have to sharpen your wits, look at your competitors and weigh their success against yours. Know what clicks with your audience, and that is what will lead your organization on the path of success.
2. You Should Know How to Leverage Social Media
Some companies excessively depend on content marketing, while some consider SEO to be a crucial aspect of their marketing strategies. However, there is another critical player in the marketing landscape- social media- and if you can use it right, the benefits are numerous.
Your strategies should be able to answer whether social media is an appropriate channel for you. If you can specify what you expect from social media and how it adds value to your business, there are very few other marketing channels as active as social media.
Every CEO knows that social media is here to stay. However, to run a successful campaign, you need to use the right resources and strategies. It is easy to reach out to a broad audience base using platforms such as Facebook, LinkedIn, and Twitter.
By putting the right research or engaging in A/B testing, you can find out the most appropriate content you need to put out for your audience.
If you can use social media effectively, it can have a positive impact on your organization. So, know how to leverage social media to reach out to your audience; as a CEO, you will succeed.
3. You Should Know That Mobile is Now
About 70% of the traffic comes from using mobile devices (Source: CIODrive). And 60% of LinkedIn traffic comes from mobiles (Source: Fortune).
There is no doubt that audiences have already shifted their base, browsing using mobile devices. These stats confirm the fact further. So, if you haven’t already invested in developing campaigns targeted particularly for mobile devices, you are missing out on a lot of things.
And CEOs should be aware that in the present scenario, even to get your website ranked on search engines, you need to be mobile-friendly.
Whether optimizing your website to be mobile-responsive or launching an app with your product/service, using smart technology is an absolute must for your business. Invest in mobile marketing, for it is the present and future of marketing, and subsequently businesses.
4. You Should Know To Keep Your Goals Realistic
Before launching a digital marketing campaign, it is essential you set realistic expectations and goals for what you hope to accomplish. Not every digital marketing campaign that you launch will have the same impact or result. Some will be successful, while some might fail massively.
This is particularly true, especially during the early stages. If you expect that your campaign will be a hit the first time, you need to reconsider your goals. Instead of highlighting on the ROI (Return on Investment), shift your focus on KPI (Key Performance Indicators).
Having a realistic goal to achieve will motivate not only you but also your employees to put in their hard work and finally realize it.
A strong foundation is required for a successful digital marketing campaign before it is expected to generate sales.
So, be real and set goals that are achievable.
5. You Should Know That SEO Optimization is Everything
Search Engine Optimization or as we know it, SEO, plays a significant role in digital marketing. SEO tactics feed into fantastic digital marketing strategies.
You, as a CEO, should be aware that SEO not only brings more traffic to your business (website) but also helps ensure that the leads generated are of excellent quality.
CEOs should urge their digital marketing team to SEO optimize everything. Be it emphasizing keywords within your content or adding meta descriptions to every webpage, be it using alt tags for images or adding the right URL, with impeccable SEO techniques applied to the website; you can generate a significant number of leads.
However, a CEO must remember that the audience is changing as well. SEO is not limited to just attracting customers to invest in your company’s offered product/service. SEO is more about walking your customer through the entire buying process. Your SEO techniques should be targeted for long-term benefits.
So, invest in SEO for it is the soul of digital marketing.
Also Read: Interactive Content for B2B Marketing
A CEO has to work with various teams and aspects of the organization to ensure its smooth functioning. When it comes to digital marketing, a CEO needs to adapt to the changing landscape.
The varied elements of digital marketing might be confusing and overwhelming at times, but in all honesty, you need to take one step at a time. Start with SEO, pay attention to the website design, craft meaningful content, optimize webpages for mobile devices and keep track of analytics.
Digital marketing is the future, and knowing more about it adds to a CEOs advantage.
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