You don’t need MBA to become a master in Digital Marketing.
Marketing Basics you need to know.
Really is marketing so complex to learn?
What if you get a headstart with some basics of marketing.
So here’s what you’ll be learning through this post
- Fundamentals of Marketing
- Digital Marketing vs Traditional Marketing
- CATT Marketing Funnel
- Integrated Digital Marketing
- Personal Branding: Mass Trust Building
Fundamentals of Marketing:
“Don’t find customers for your product. Find products for your customers.”-Seth Godin
Marketing is all about understanding our customer’s desires and needs so we can connect with them.
The only productive solution is to make a product or service which customer is already seeking rather than creating your own product and then finding customers who can use your product.
People don’t want what you make.
They want what it will do for them.
They want the way it will make them feel.
The thing you sell is simply a road to achieve these emotions.
Marketing is the generous act of helping someone solve a problem. Their Problem.
Marketing is about sending the right message, to the right person, at the right time.
Marketing doesn’t have to be selfish. Marketers don’t use consumers to solve their company’s problems, they use marketing to solve other people’s problems.
Marketing in 5 steps:
First- To invent a thing worth making, with a story worth telling, and a contribution worth talking about.
Second- To design and build it in a way that a few people will particularly benefit from and care about.
Third- To tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
Fourth- Spread the world, let the world know about your product.
Last step- This step is often overlooked: show-up regularly, consistently, and generously, for years and years- to organize and lead and build confidence in the change you seek to make.
Marketers make change happen: for the smallest viable market, and by delivering anticipated, personal and relevant messages that people actually want to get.
Digital Marketing Vs Traditional Marketing:
The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message.
While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites.
So which type of marketing should you use?
The key to a great marketing campaign is to find the right balance between traditional and digital. Both play important role in marketing strategy, but both have their pros as well as cons.
Traditional Marketing: Pros and Cons
The channels include:
- Outdoor(Billboards, bus/taxi wraps, posters,etc)
- Broadcasting (TV,Radio,etc)
- Print(Magazines, newspapers, etc)
- Window display and signs.
Impactful and easy to understand: A visually bold billboard or a striking TV commercial is a normal part of most people’s day-to-day lives. They’re easy to digest and often entertaining.
More memorable: Seeing something in real life rather than on your phone is more likely to be remembered than an Instagram ad that you’ll probably scroll past in seconds.
More difficult to measure campaigns: We can measure traditional marketing campaigns but we can’t get results as accurate as digital marketing can give.
No direct interaction with the consumer: Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to your marketing efforts.
Digital Marketing: Pros and Cons
However impactful traditional marketing is, we can’t forget that we are well and truly living in the internet age.
The channels include:
- Social media(Facebook, Instagram, etc)
- Content marketing
- Affiliate marketing
- Content marketing
- Email marketing
- SEM(Search engine marketing)
More options for engagement: Through channels such as social media you can physically see what your audience thinks of your brand and marketing efforts.
Easy to measure your campaigns: Tracking through tools is exceptionally in-depth. This makes your learnings extremely clear for your next round of marketing efforts. You can also target specific customers and get results.
Less permanent: Digital marketing efforts like Google ads, banners, promo emails, or social media ads can have a fleeting, temporary character. They’re intangible and can easily be ignored.
Constantly evolves: To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its own specialist, from search engine marketing to social media.
Find what works for you: Ultimately both types of marketing have their benefits and downfalls, but the key is understanding your specific marketing needs, considering your budget, and understanding your target audience.
CATT Marketing Funnel:
CATT stands for Content, Attention, Trust, Transaction.
This can help to analyze the impact of your product or services on internet users.
For getting success, research is very important.
Wealth =n^ CATT
Here n represents Niche, it is basically a category for which you will be creating content it can be anything through which you can provide value to the customer.
You should select a niche based on your interests and experience.
Without good content, you cannot market and sell your product or service. Content also connects you with the right customer, it creates awareness and knowledge which is important for any product/service.
It is important to bring the attention of your target customer to your attention.
There are different ways to get attention on your content like SEO, Social Media Marketing, Search Engine Marketing, Affiliate Marketing, Viral Marketing, Youtube, E-mail Marketing, and any other digital way that can also be used to bring attention to your customer avatar.
Building trust is very important for your content to create wealth. Consistency in providing good content or service is one way of building trust.
Once the trust is built among your audience, then comes the most important thing in your funnel i.e. converting the leads into customers. Follow the natural sales method to convert the leads into customers. Don’t just call the leads and try to convert them, instead you build trust with them with the right message. You must also consider doing various other activities like sales, you will not be able to convert your leads into customers.
Once you have saturated the niche, then you can go ahead and use that profits to try new niches.
Here, we have used the n power of CATT because the effectiveness of your content, attention, trust, transaction funnel will determine how much wealth you will create.
Integrated Digital Marketing:
Integrated Digital Marketing encompasses the idea of creating a unique form of expression that’s easy to identify in all of the channels your customer uses.
It’s like using a single language to speak in different situations.
That means it’s a strategy that blends all your marketing tactics. Then, each campaign and approach complement the other, creating a consistent image on the mind of the users and tracing a journey for them to go on.
By being consistent, you can become memorable to your audience.
But integrated Digital Marketing also means having a well-structured and well-defined marketing plan.
That includes taking care of the online presence by managing different channels of the digital world.
It involves making sure your organization is on the web, where your customer already is.
All those efforts should point in one direction only and express the same image to the mind of the users.
Unifying all the channels:
We can understand this concept by looking at the idea of a digital picture.
What is a picture? Just a set of pixels that work together to make us believe we see some specific form.
Those pixels apart don’t make much sense, but when they gather, we get the proper meaning.
Then, communication happens.
That’s the same with your Digital Marketing.
If you develop a method to unify all those channels, creating the same experience for the audience, your marketing works as a whole and makes more sense to prospects.
Thus, people will go from one touchpoint to another without noticing the difference.
They will go smoothly through the journey without any interruption.
Personal branding(Mass Trust Bluprint)
“Making Promises and keeping them is a great way to build a brand”-Seth Godin
You are your greatest asset as a marketer and your relationship with your customers is the thread of connection to be cultivated at all stages of the buyer’s journey.
The technologies, software, and advertising channels we use as marketers will continue to evolve, but the core concepts of marketing are based on the timeless principles of human relationships.
It is an intrinsic human need to connect with others. But before you arrive at the stage of paying for a product or service, you need to be able to trust the person or brand.
So how can you earn this trust?
It can be earned with time, consistency, and delivering genuine value.
What are some things that you can do to improve your personal brand?
- Build on your communication skills.
- Know who you are and have a clear story.
- Personalize your marketing communication.
The truth is that we need to be in a constant state of evolution to improve our skillsets and expertise. There’s never a point in time where you can stop learning if you want to grow. Therefore, we need to develop a system by which we can keep challenging our growth curve.
The Mass Trust Blueprint captures the cycle of stages you can go through to do so.
Learn: learn new skills through Concepts, Facts, and Procedures. Understand the concepts. Remember the facts and practice the Procedures.
Work: Put your newfound skills to work. Go from practice to implementation. Implementing it in the real world will give you a better understanding.
Blog: Write about what you have learned and experienced through your work. When you write, you understand it better, but you will also start building your personal brand.
Consult: Now that you have a personal brand through your blogs, have work experience, and have the fundamentals, start consulting other businesses instead of working for them.
Mentor: Mentor others who want to become like you. Mentoring will help you scale your understanding to a whole new level.
Startup: Start your own product or service business with the understanding that you have developed about the market, the problem, and your own skill.
As Digital marketing is a vast field, starting with basics can definitely lead you to master this field.
Marketing is all about creating the perception in people’s minds that your product is best. This is the ultimate goal of your marketing.
By providing good value for your customers from time to time will definitely lead you to reach this goal.
While starting you must create a product or service which gives value to the smallest viable market. Don’t go wide try to go deep.
And always ask these two questions to yourself before starting, Who’s it for and What problem does it solve.
Asking these questions gives you a subtle power. As a marketer, you decide whom you serve and what story do you tell. Instead of being marketing-driven; be market-driven.
The above article is based on all my learnings in the week 2 internship program from Digital Deepak, some articles, and the book This is Marketing by Seth Godin.