I have to admit, I didn’t know the difference between digital and social media marketing. Naturally, I assumed anything that was digital was also social. I was a boss lady on a mission to conquer the world without a clue!
Social media marketing is just part of digital marketing. Digital marketing is an umbrella term for search engine optimization (SEO), email marketing, content marketing, public relations, social media, analytics, and more. Creating a digital marketing strategy will include a combination of several digital platforms, including social media.
So, what is digital marketing?
Digital marketing is defined as promoting your products or services using digital outlets rather than print media. Digital marketing is about using a mix of marketing channels to meet your targeted business goals such as increasing sales, building brand awareness, creating relationships with your clients, and advertising promotions.
You do not need to use all digital outlets to reach your goals. This is where it’s important to create a digital marketing strategy to fit your brand, audience, and budget. For example: if you own an interior design company that targets women between 35 and 55, you will choose platforms that reach that audience. Digital marketing is about creating strategies based on demographics and measuring the results. Like any marketing strategy, analytics are incredibly important. There is no reason to waste time or money on something that is not working.
What’s included in digital marketing?
The big umbrella includes all things digital as well as the tools necessary to create and analyze your digital efforts.
Internet-related digital marketing efforts include:
- Search engine marketing (SEM) – including SEO and pay per click (PPC)
- Smartphones
- Digital ads – Google ads, Facebook ads, Instagram ads, and others
- Email marketing
- Social media channels
Digital channels that are not online include:
- Television
- Radio
- SMS messages
- Digital signage
- Billboards
The internet has become a huge part of digital media marketing. And with TV and radio being accessed over the internet, the lines between offline and online digital marketing are blurred. Nonetheless, to be effective, you must create a digital marketing strategy that includes analytics. Remain fluid and pay attention to what your audience is asking for. It can take time to see results but with a comprehensive social media strategy and the virality of the internet, results can be much faster than the old days of posting an ad in the Sunday times.
OK, so then what is social media marketing?
Social media marketing is one component of digital marketing. It is marketing products or services on social media platforms such as Facebook, Instagram, Linkedin, or YouTube.
Social media marketing has revolutionized the way we shop, interact, and socialize.
Remember the old days of meeting your girlfriends at the local coffee shop before shopping for that LBD (little black dress)? Now it’s online. But with social media, buyers are still engaging their friends in the experience. Just shoot a quick pic and post to social.
As a business owner, it is your job to capitalize on that interaction – from finding the LBD to showing her girlfriends to making the purchase. And then advertising that same LBD to her friends on their social channels.
While this is an example of how to use social media marketing, let’s back up just a bit. The most prominent social channels include Facebook, YouTube, WhatsApp, and Instagram, with Facebook topping 2.6 billion users! But this means nothing if your customers are not using Facebook or one of the other biggies. Creating a social media marketing strategy is imperative to reach your target audience. Strategies involve engagement with followers. This is done using contests, posting content, live streaming, and anything else to grab the attention of your target audience.
Shouldn’t I just use social?
That’s not the best idea. Effective digital marketing brings customers to you. With social media, you’re seeking them out. This is inbound marketing. Using SEO and content marketing strategies are effective in building brand awareness and, ultimately, brand loyalty. Social media can be used to advertise your digital strategy.
Here’s an example. Let’s say you’re a boss lady who’s on a mission is to teach others how to organize their house to organize their life. What you really want is a robust email list to nurture your clients so that they ultimately buy your classes. You will create content (digital marketing), create a freebie to offer in exchange for an email address (digital marketing), and you will have some sort of landing page or website to host your digital content (again, digital marketing). Social media is used to advertise where to find your landing page or website AND what you’re offering as your freebie, in exchange for an email address of course!
The huge advantage of social media is that it’s lightning fast compared to print advertising. And it’s free – for the most part. Another huge advantage of social media is engagement. People buy from those they know, trust, and like – whether that is buying a new LBD or purchasing classes.
Build a strategy that uses digital and social media marketing
Digital strategies MUST include some component of social media marketing. Social media is a great place to launch a campaign that aligns with your overall digital strategy. Here are three tips to get you started.
- Very clearly identify your ideal customer avatar. Who is she? What does like? What kind of car does she driver? Where does she shop? What does she need? or want? Who are her friends? Is she educated? You get the picture and, if it helps, create an actual avatar or draw a picture of your ideal customer.
- Choose 2 digital marketing channels. Hint: one is email marketing and the second is building a platform (blog, vlog, or podcast).
- Use 1 social media platform to advertise your digital marketing. This is where knowing your ideal customer avatar really pays off! Use the social platform where your customers are.
You’re on your way! Creating a digital marketing strategy is work. But building a business that will create the vibrant life you deserve is work! And worth it.
Now imagine sipping a raspberry martini by the pool overlooking the ocean on a tropical island because you did it! You made your business successful! And you created your vibrant life! I got you and I believe in you.
