Digital marketing has always been an important piece of business' outreach efforts, but in the last few years, digital marketing has become more accessible than ever. Thanks to the boom in social media outlets and the increase in awareness of the purpose of digital marketing, many businesses both small and large are working to increase their digital presence and spread awareness of their product or service. However, even if you know the importance of digital marketing and know its definition, you may not know where to start. We sat down with Tommy Salazar, Digital Sales Specialist for Buckeye Broadband, to ask his advice on getting started on your digital marketing journey.
Tell us in your own words what the phrase “digital marketing” means.
Digital marketing is the manner in which an advertiser can connect with current and potential customers using various forms of digital channels. This encompasses targeting consumers via video streaming, websites, search engines, geo-fencing, email and social media.
How is a digital marketing plan important to businesses? Why should a business create a digital marketing plan?
If a business does not have a digital marketing plan, they are missing out on a significant portion of potential shoppers who could be exposed to their message. As the trend for traditional advertising consumption continues to decline yearly, a strong digital marketing plan is vital for success and growth. Another thing to keep in mind is their competitors are more than likely incorporating a digital element to their advertising campaigns. This could lead to a significant decrease in share, which is key in today’s climate.
What are the dangers of not having a digital marketing plan or not engaging in digital marketing?
Similar to the last question, they are missing out on potential exposure which equals customers which equals missed revenue
Many businesses don’t have a digital marketing or dedicated communications team. What would you suggest to these businesses so they can get started on their own digital marketing plan?
I would recommend arranging meetings with the various vendors in the city. Since these businesses are new to digital marketing, there should be no “sales” pitch in the initial meeting. It should simply be an educational discussion on how digital marketing works and the different types there are. During the meeting, the vendors could provide information on their capabilities and the products they have as they relate to their particular industry and customers.
What are the benefits of outsourcing your digital marketing plan and consulting with digital marketing experts?
Breaking it down to its simplest form, businesses are good at making and selling their “widgets.” The time and effort it takes to perfect their products and run their business does not allow them to spend a significant amount of time working on an ever evolving digital marketing plan. It is our job as digital marketing experts to hone in on our clients’ target audience. We perform in-depth research to identify the most efficient digital platforms to utilize for their campaign.
What are the first steps a digital marketer takes when creating a digital marketing plan?
First and foremost, a marketer must define their target as detailed as possible. This includes not only demographic information, but also geographical and behavioral information.
How might a digital marketing plan differ between a large business and a small business?
The obvious is the larger businesses have a larger advertising budget to work with, which gives them the ability to utilize multiple platforms of digital marketing. The smaller businesses have smaller budgets, so they need to narrow it down to one or two cost effective platforms. This further emphasizes the need to hone in on exactly who and where their target is.
Can you share a short digital marketing success story with us?
I have a client that is using geo-fencing for their marketing strategy. While going over the monthly Digital Performance Report last week, he was impressed with the high click through rates for his ads, and doubled his spending. Some of the areas where his impressions were being delivered were part of his client base. However, a key benefit on the report for him was there were certain pockets of the city that were delivering high impressions and click through rates, where they did not have a lot of prospects from. This information is going to allow him and his team to prospect those areas and start building stronger relationships with key people.
Can you give us a few digital marketing pro tips?
Be consistent. Make sure to run the campaign a minimum of six months. You can sit down with your digital team and make changes in certain areas as your campaign is running if necessary. As they say in the advertising world, it is a marathon and not a sprint. Always have a clear message with a call to action. Don’t just put up a pretty picture and a logo. Use content that will “speak” to your audience and encourage them to take action.
Digital marketing is the manner in which an advertiser can connect with current and potential customers using various forms of digital channels. This encompasses targeting consumers via video streaming, websites, search engines, geo-fencing, email and social media.
How is a digital marketing plan important to businesses? Why should a business create a digital marketing plan?
If a business does not have a digital marketing plan, they are missing out on a significant portion of potential shoppers who could be exposed to their message. As the trend for traditional advertising consumption continues to decline yearly, a strong digital marketing plan is vital for success and growth. Another thing to keep in mind is their competitors are more than likely incorporating a digital element to their advertising campaigns. This could lead to a significant decrease in share, which is key in today’s climate.
What are the dangers of not having a digital marketing plan or not engaging in digital marketing?
Similar to the last question, they are missing out on potential exposure which equals customers which equals missed revenue
Many businesses don’t have a digital marketing or dedicated communications team. What would you suggest to these businesses so they can get started on their own digital marketing plan?
I would recommend arranging meetings with the various vendors in the city. Since these businesses are new to digital marketing, there should be no “sales” pitch in the initial meeting. It should simply be an educational discussion on how digital marketing works and the different types there are. During the meeting, the vendors could provide information on their capabilities and the products they have as they relate to their particular industry and customers.
What are the benefits of outsourcing your digital marketing plan and consulting with digital marketing experts?
Breaking it down to its simplest form, businesses are good at making and selling their “widgets.” The time and effort it takes to perfect their products and run their business does not allow them to spend a significant amount of time working on an ever evolving digital marketing plan. It is our job as digital marketing experts to hone in on our clients’ target audience. We perform in-depth research to identify the most efficient digital platforms to utilize for their campaign.
What are the first steps a digital marketer takes when creating a digital marketing plan?
First and foremost, a marketer must define their target as detailed as possible. This includes not only demographic information, but also geographical and behavioral information.
How might a digital marketing plan differ between a large business and a small business?
The obvious is the larger businesses have a larger advertising budget to work with, which gives them the ability to utilize multiple platforms of digital marketing. The smaller businesses have smaller budgets, so they need to narrow it down to one or two cost effective platforms. This further emphasizes the need to hone in on exactly who and where their target is.
Can you share a short digital marketing success story with us?
I have a client that is using geo-fencing for their marketing strategy. While going over the monthly Digital Performance Report last week, he was impressed with the high click through rates for his ads, and doubled his spending. Some of the areas where his impressions were being delivered were part of his client base. However, a key benefit on the report for him was there were certain pockets of the city that were delivering high impressions and click through rates, where they did not have a lot of prospects from. This information is going to allow him and his team to prospect those areas and start building stronger relationships with key people.
Can you give us a few digital marketing pro tips?
Be consistent. Make sure to run the campaign a minimum of six months. You can sit down with your digital team and make changes in certain areas as your campaign is running if necessary. As they say in the advertising world, it is a marathon and not a sprint. Always have a clear message with a call to action. Don’t just put up a pretty picture and a logo. Use content that will “speak” to your audience and encourage them to take action.
| Tell us a little bit about yourself. I am new to the market, arriving from Houston in early December 2020. Everyone around the city has been so friendly and welcoming. The 20 inches of snow on the ground in mid-February was definitely eye-opening. When I was in the Navy, my ship was stationed in Newport, Rhode Island, but that was 30 years ago. I was very impressed the way the hard-working crews quickly cleared the roads and made them safe to drive on. For businesses ready to get started on their own digital marketing journey, how do they contact you? You can reach me, Tommy Salazar, Digital Sales Specialist for Buckeye Broadband, by giving me a call at the office at (419) 724-7671 or on my cellphone at (210) 663-9804. Or you can email me at tsalazar@buckeyebroadband.com. |  Tommy Salazar, Digital Sales Specialist for Buckeye Broadband |
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