A Beginner's Guide to Digital Marketing

In this beginner's guide, I’ll explore the fundamentals that will help you master the basics of digital marketing. From navigating social media strategies to understanding the power of a digital marketing strategy and plan. Use this blog as a roadmap to the start of your digital marketing journey.

I’m going to guide you through the key principles, best practices, and actionable insights that will take your digital marketing efforts to the next level. Time to feel empowered and stop feeling like you’re falling behind.

Get settled in and let’s go!

Understanding Digital Marketing

Digital marketing, by definition, is ‘the strategic promotion of products or services through various online channels’.

There you go, lesson over…!

Not quite 😉

Digital Marketing encompasses various activities, including social media marketing, search engine optimisation (SEO), email marketing, content creation, and more. As the digital landscape continues to evolve, understanding the fundamentals of digital marketing is increasingly essential for businesses and individuals to master. You can leverage the internet through these channels to connect with your target audience on a far more personal level, which creates more engagement and, essentially, loyalty. The dream advocate customer that we all strive for!

One advantage of digital marketing is its capability to track and analyze your audience’s behaviour in real-time.

This allows you to understand your audience better, tailor your strategies, and measure the effectiveness of your campaigns. You can think on your feet and pivot quickly to whatever people need.

Unlike traditional marketing, which often relies on broad demographics, digital marketing offers more in-depth insights, enabling more personalised marketing efforts. These are often more successful!

Even beginners in digital marketing can do this, so don’t panic. I’ll keep it simple.

With the rise of social media platforms, mobiles, and buying online, staying on top of the latest trends and tools is increasingly important. If you can do this, you’ll have a competitive advantage. Get the basics of digital marketing in place, and even beginners can lay a solid foundation in digital marketing.

The Importance of Digital Marketing for Small Businesses

More and more people are turning to the internet to find products and services, making it crucial for businesses to establish a solid online presence, because digital marketing allows brands to engage with their audience! This engagement leads to higher conversion rates and ultimately drives business growth.

Let’s not forget how cost-effective digital marketing is compared to traditional marketing methods.

Many digital marketing channels, such as social media and email, offer low-cost options that reach a large audience. This accessibility makes it feasible for small businesses and startups to compete with larger enterprises. For beginners, leveraging these cost-effective digital channels can open doors to a broader market without requiring a significant financial investment.

Digital marketing is not just about promoting products; it’s about building relationships. Social media is social after all! You can interact with your customers, get feedback, and create a community around your brand. This builds trust and loyalty.

The Key Components of Digital Marketing

Hopefully, I’ve convinced you why digital marketing is important to your success. Now, let’s discuss the key components that create a cohesive strategy.

Understanding these components is essential for any beginner looking to utilise digital marketing in their business.

The main elements of digital marketing include search engine optimisation (SEO), content marketing, social media marketing, email marketing, and paid advertising. Each one plays its part in reaching and engaging with your target audience.

As a small business owner, you might be unable to undertake all these activities. But once you’ve created your business and marketing objectives, you can start to decide which strategy and channels will be most effective.

SEO - Search Engine Optimisation

SEO improves a website's visibility on search engines like Google. Google will look at your website and decide WHERE it should be in the search results. We all want to be on page one. But what do you do to your website to make this more likely? This is what SEO is. By optimising website content for relevant keywords and quality, your business can increase its chances of appearing in search results. This is known as organic reach (i.e you’re not paying for it) and is vital - as most people don’t look beyond the first page of search results. As a beginner, focusing on basic SEO practices, such as keyword research will significantly impact your Google rankings.

Have you looked at your dream search results and where you feature in Google?

Content Marketing

Content marketing involves creating and sharing engaging content for your audience. This can include blog posts, videos, infographics, reels, and so much more! Quality content helps establish authority and trust, which we know are needed when it comes to nurturing and converting your audience.

Social media marketing complements content marketing by allowing you to share content on platforms like Facebook, Instagram, Threads, and TikTok to reach a wider audience. Understanding how these interact with each other will help you with your digital marketing.

Planning Your Digital Marketing Strategy

People tend to struggle with planning a digital marketing strategy. They want to jump in and start marketing immediately - and let’s be honest here. I’m ADHD so following a strategy and plan is not my strong point! But I know it helps, so DO have one in place. Think of it as a guide, as it’s flexible anyway.

A well thought out digital marketing strategy is like a roadmap, guiding your marketing efforts to ensure that all your activities align with your end goal. If you suffer from shiny object syndrome like me then this is for you!

Step 1 – Analysis (to gain insights)

Before you can plan where you want to go, you need to know where you are. Otherwise, you’ll throw it all at the wall to see what sticks. You might get lucky – or wish you’d planned when things aren’t working!

There are different types of marketing analysis you can do.

Competitor analysis - see where your competitors are showing up online, how successful their marketing efforts are, what they’re offering, and how you can differentiate yourself to a SWOT analysis of your business. This will throw up where you can leverage your strengths and improve your weaknesses from your website to your social media.

If you haven’t already you should be looking at your target audience. Gathering insights about their preferences and behaviours. Being careful not to be biased with your findings. You might say you help ‘busy mums’ but do you actually mean ‘busy carers’?

Customer Journey – I like to map out the customer journey at this point to identify gaps in the touchpoints at each stage. This can be broken down into four key areas:

1.Awareness and Reach – How are your customers finding you? Where do they come into your world? How are you showing up visibly? Are you standing out?

2.Consideration and Action - What are the touchpoints in the journey where your customers can make a critical decision about whether to work with you? Are you sending email marketing? Are they engaging with your social media posts?

3.Conversion – Are your sales page converting? Are they getting visitors?

4.Advocacy – What is your retention like? Are you getting word of mouth referrals? Are your customers recommending you to others when people are looking for an ‘expert’ in your area?

Step 2 – Decide on your broad overall objectives

Your business goals will largely determine these. For example, if you’re looking to grow your current business by, say, 40% in the next 12 months, think about some broad marketing objectives.

Based on your research, you might need to increase your online visibility by 30% across your website and social media.

You might have found that your membership retention is much lower than it should be, so you want to increase it by 30%.

Step 3 – Strategy

How will you try to meet those digital marketing objectives in a creative and effective way? Here are some elements you can look at to help you determine this:

Segmentation—Who is in your target market? Look at everyone and start to group them. Is it values-based or demographics-based? You might have several segments based on behaviour and age.

Targeting – Decide which of these segments you are going to target, bearing in mind your objectives. Why don’t we target everyone? Based on your research, you likely have one segment that’s a lot more attractive right now. It might be more cost-effective. You might have discovered a competitive segment.

Positioning – How are you going to position yourself? What is different about you compared to your competitors? Are you using a pricing strategy? Are you looking to position yourself as luxury/higher-end? This is where you delve into your USP (unique selling proposition)

Step 4 - Tactics

Once you have a clear understanding of your target audience, your USP, and your marketing objectives, you’ll combine them to create your strategic tactics.

This can include social media campaigns, utilising SEO for your website or setting up email marketing campaigns. Maybe it’s to put out a new pricing strategy. Or to up your visibility with a podcast. Choosing a few channels and tactics to create a good mix is a good idea. These all come back to the marketing objectives you set so you don’t get off track! You also want to regularly revisit and refine your digital marketing strategy based on performance metrics and changing market trends. Remember, this is a flexible plan.

So, for example, if your overall objective is to improve retention, you wouldn’t use as many tactics to grow your audience - you’ll look at retention strategies.

Step 5 – Actions or ‘Let’s get this Sh*t done’

This is the planning part. You’ll put a table together with what you’ll do, how, and when you’ll do it. So, if setting up a podcast was one of your tactics, create a plan for it. Do you need to purchase a course on how to do this? How much will that cost so you can put it into your marketing budget? When do you plan to have the podcast launch date? How are you going to grow your email list? Which specific actions need to happen?

Step 6 – Review

How are you going to measure what’s working? Every tactic should have a KPI (key performance indicator) assigned to it so you know when it’s doing well. You can then start to make quick decisions about whether or not to double down on those successes or when to stop things that aren’t working but costing money.

Conclusion and Next Steps

Hopefully, you’ve learned from this article, that digital marketing is more than just ‘posting on social media’, although that does help! You can establish a strong digital presence and engage with your target audience by setting clear goals and developing effective strategies. Remember that learning is an ongoing process, and staying updated on industry trends is also going to be key to your success.

Develop your digital marketing skills by investing in courses, workshops or following industry experts on social media. (like me!)

As you gain experience, experiment with different strategies and channels to discover what works best for your business.

Finally, remember that patience and consistency are key in digital marketing. Results don’t always come overnight, but with dedication and flexibility, you can achieve growth and success with your digital marketing.

If you’d like to learn more about using digital marketing effectively in your business, join me in The 10 Minute Marketing Hub - a low-cost membership full of 10-minute training tutorials to help you understand the basics step by step, from setting up your email marketing to growing your audience. The hub offers tools and templates, accountability, and coaching to keep you on track.

You can also download my free 5 minute training on 3 easy ways to create a reel on Instagram that got me 10 million views! A great way to start to boost your visibility and engagement online