How to Do Digital Marketing: A Founder's Guide
· Patrick McKenna
Explore how digital marketing works in practice with real-world insights from Patrick McKenna, founder of Canvas Marketing Solutions.
Digital marketing has transformed the way businesses reach and engage with their customers. And as someone immersed in this ever-evolving field, I’ve seen firsthand the powerful outcomes a well-structured digital marketing strategy can deliver. From my experience managing multi-platform ad campaigns, there's a strategic dance involved - a mix of data analysis, creative advertising, and audience segmentation that drives results.
Learn more in Crafting an Effective Digital Marketing Plan: A Step-by-Step Approach.
TL;DR
Digital marketing is a strategic mix of data-driven advertising and creative engagement across platforms. Real-world experience shows that success comes from understanding both the macro and micro elements – the systems and the tactics.
Founder Perspective
In my work at Canvas Marketing Solutions, I’ve come to understand that digital marketing isn't just about plastering ads across the internet. One integral realisation I've had is that an effective campaign is akin to a tightly connected ecosystem. Each component must work in harmony to support and enhance the others. This involves everything from selecting the right keywords to designing visually compelling ads, to creating a seamless user experience on digital platforms.
System Explanation
At its core, digital marketing requires an understanding of the interplay between different systems. You need to market across various channels like Google Ads, Meta Ads, and even SEO, but the real magic occurs when these elements are integrated. For instance, targeting the same audience across multiple platforms and aligning your messaging can amplify your brand’s presence.
For more on this topic, see our article on Understanding How Long It Takes to Master Digital Marketing. One thing I've consistently noticed running campaigns is the importance of tracking and optimisation. You must be prepared to analyse your data and pivot strategies as needed. Let's say you notice a spike in conversions from a particular ad placement: you’d want to allocate more resources there while evaluating others for improvement.
Real-World Examples
In our work with Ezmio Beauty, we implemented strategies that resulted in a +88% increase in gross sales and +68% order growth. How? By crafting a full-funnel marketing strategy that leveraged performance marketing and conversion optimisation. This kind of growth wouldn’t have been possible without a clear understanding of customer behaviour and the strategic use of data.
Similarly, with Basic Bananas, we adopted a comprehensive full-funnel strategy. We melded multi-platform ads with our masterclasses to elevate their ecosystem, demonstrating the necessity of a multi-faceted approach to lead generation.
Practical Takeaways
- Integrate Your Channels: Utilize Google Ads, Meta Ads, and other platforms in unison to create a consistent presence. Remember, the key is not just to be present but to engage meaningfully.
You might also find Crafting a Digital Marketing Strategy: A Roadmap to Success helpful.
Focus on Data: Regularly review and analyse your campaign performance data. Be ready to adapt and optimise your marketing tactics based on concrete insights.
System Thinking: Think beyond isolated tactics. Build a marketing ecosystem where each component supports the others for optimal results.
Understand Your Audience: Craft messaging that resonates and tailor your strategies to meet the unique needs and behaviours of your target audience.
In conclusion, digital marketing is more than scattering ads senselessly across the internet. It's about creating a cohesive system, supported by data analysis and strategic creativity, that responds to the needs of your audience while achieving your business goals. In my opinion, this is where most businesses get it completely wrong. The real challenge and opportunity lie in thinking systemically, not just tactically.