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I was sitting in the boardroom of a respectable business recently when the boss said, ‘Trust, I want you to make sense of these digital things you’ll screaming about! Where is the money?’
At that point, the room was silent and everyone zoomed on me! You know that time when sweat is triggered from everywhere especially the palms. I was excited they were asking about this.
While is it not disputable that the digital age is here and we all need to embrace it, just like anything new, digital marketing basics are not well understood. It is important to remember the ‘why’ of some things.
When it comes to digital marketing – since we said marketing – the goal is one – making money. There are many exciting numbers you will meet in digital marketing, just remember that none of them replace the business goal, that is making money.
To do well in digital marketing it is important to understand the basic framework of any digital marketing campaign or activity.
Digital marketing framework
Ideally, if your digital marketing efforts don’t include some or all these elements, there is room for improvement.
- Traffic generation
- Lead generation
- Lead nurturing
Let me explain each of these briefly.
In traditional marketing, any channel that reaches many people is good for marketing. Billboards on busy expensive roads costs more than those on rural deserted roads. What are they using to determine the costs? Traffic!
If you are doing digital marketing in any form, the first thing to solve for is traffic. Many people are disappointed with their digital marketing efforts because they just created the platform (Facebook Page or Website etc.) but did nothing to get many people to see it.
All digital marketing efforts must include traffic generation strategies to make the campaign successful.
I remember chatting with the founder of one the most visited blogs in the country. He was excited about the number of people who were coming to read their stories daily – big numbers. With a sad look, he said “But we are failing to make money off this thing”. That is exactly what happens when businesses are started with a flawed revenue generation plan.
For the usual business where services or products are sold, it is very important to have a lead generation plan. Of the many people who are visiting your website, how do you plan to convert them to customers? The commonest answer is – they will call us if interested. That is flawed.
When people come to your digital channel (website, Facebook Page etc.), they could be in any of the four stages of buying – discovering the need, choosing between options, taking the action or looking for support services. Lead generation is making sure that you capture people before they take action (buying) – these are tomorrow.
Invitation to training.
Doing digital marketing effectively is not a matter of budgets but skillset. As Afrodigital Skills Training, we are inviting you to our Basic Digital Marketing Training, which is happening in three cities in Zimbabwe (Harare, Bulawayo and Mutare – hoping to add more soon).
Harare – 10 February 2017
Bulawayo – 17 February 2017
Mutare -03 March 2017
This three-hour training aims to give everyone attending a solid base in digital marketing. The trainer you will meet there is an experienced digital marketer who has applied the things they will be training you on.
Among many things, you will also learn how to put your business on Google via Google My Business and how to become visible for your career using LinkedIn.
Our aim as Afrodigital Skills Training is to over deliver. The last time we surveyed our training attendees, they said that the training was worth $300 or more. You do not want to miss this!