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How to build a digital marketing roadmap for your brand

How to build a digital marketing roadmap for your brand

The digital world is vast. Think of it as another planet with different communities, cultures, and interests. All of this creates an interesting opportunity for brands to meet their marketing objectives of driving awareness, as well as increase engagement and sales opportunities. However, it could be equally daunting for new entrants for the same reason it’s exciting – it’s a vast space and you might not know where to begin. 

If you happen to be a new entrant or you’re looking for some insights on re-envisioning your digital journey and growth, we created this piece specifically for you. 

At the end of this read, we are confident that you’d have all the knowledge you need to enable you to create your own digital marketing roadmap. 

What is a Digital Marketing Roadmap 

A digital marketing roadmap is a blueprint for the totality of a brand’s online marketing efforts. It shows how the brand intends to leverage all available digital channels from social media, to websites, emails, search engines, and everything in between to achieve its set marketing targets. 

There is no one-size-fits-all digital marketing roadmap for all brands as brands are intrinsically different. Brands have different archetypes, purposes, products, target audiences,  and a lot more differentiating elements. As such merely copying and pasting competitor tactics may lead brands straightway to failure. 

Hence, designing a digital marketing roadmap must be a deliberate exercise, aided by research. 

How to create a digital marketing roadmap

With the right direction, designing an effective digital marketing roadmap could be easy. Here are a few steps easy that you must take when designing your digital marketing roadmap.  

1. Define your objectives

This is inarguably the first step you’d need to take in creating your digital marketing roadmap. This exercise answers the question “why?”. And answering this would set the tone for creatively thinking through how these objectives can be achieved. 

Objectives can be long-term or short-term. They can range from increasing brand awareness to increasing brand engagement among the target audience. For some other businesses, a major objective could be securing sales whilst for content creators, an objective could be increasing listeners, readers, or viewers. 

When your objectives are defined what needs to be done becomes clearer. 

2. Define your targets/audience. 

The digital landscape is home to people within different age groups with varying interests, preferences, and user behavior. These people also have associated with different online communities. Understanding this audience dynamics and defining which group of people you would like to target will help to make marketing efforts fruitful.  

3. Know your competitors 

It’s not a healthy practice to imitate competitors or obsess over them. However, it’s good to keep an eye on them and see what they’re up to. Monitoring competitors can help you uncover vital information such as; 

  1. Social media strategies 
  2. Best content forms 
  3. SEO keyword insight 

4. Identify relevant digital channels

The best approach is to know where to find your audience and establish your presence on those platforms. Search engine marketing has become increasingly popular due to the amount of traffic recorded on this channel on a daily basis. As such, search engines have become an important channel for all brands, and marketing professionals are spending heavy budgets on exploring this channel. 

However, there are other channels that might be more specific to your unique audience. For a B2B agency, you might want to establish a strong presence on LinkedIn.  Understanding the channels that are relevant to your audience will help with meeting your targets. 

5. Plan and create content 

At this point, you already know what you want to achieve, what your competitors are doing to achieve the same or similar results, who you need to target, and where you can find them. So, you have enough information to determine your content strategy. 

content strategy will cover your unique content direction, defined content pillars, selected platforms as well as publishing schedules.

At the end of these five exercises, you would find that you have a clearly defined direction for your online brand activities geared towards achieving your marketing objectives. 

After these exercise it’s also important to check for the following elements in order to ensure maximum practicability; 

Top 5 key element of a good digital marketing roadmap

  • Strategy: The goals of the digital marketing team, including how you plan to attract and convert more users
  • Initiatives: High-level programs or campaigns that support those team goals
  • Time frame: Details on how long campaigns will run and when work needs to be completed
  • Activities: What tactics will be used — such as paid search, SEO, social media, and email marketing
  • Execution plan: How you plan to execute all strategies.

Need help with creating your unique digital marketing roadmap? Say hello to marketing professionals at Printipy and set up a consultation session or Find out more about Printipy at https://printipyagency.com/ 

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Digital Marketing and Its Boundless Influence on Corporate Brands

Digital Marketing and Its Boundless Influence on Corporate Brands

Marketing is essential to a company’s ability to raise awareness of its products and services, which often than not, leads to sales. It’s all about connecting people to the products and services that brands have to offer at the right time and in the appropriate place.

With the advent and mainstream adoption of social media, marketing has become more accessible than ever before. Everyone is online these days, and businesses have figured out ways to use this to their advantage. Notably, one of these ways is by providing content that is interesting as much as have the capacity to generate leads for their business.

An essential way to establish a presence on the internet and social media (which data has suggested boasts about 4 billion users) is through the use of digital marketing. The influence digital marketing has on businesses that adopt it is endless.

What is Digital Marketing

The curation of all marketing activities carried out in the digital space to advertise a product or service is referred to as digital marketing.  This employs the use of the internet and electronic devices to promote and generate engagement for the business. 

The Winning Formula For Successful Digital Marketing in 2018 – Multichannel  MerchantThe Winning Formula For Successful Digital Marketing in 2018 – Multichannel  Merchant
Multichannel Merchant: Digital marketing phases

Digital marketing can be further described as a way to disseminate the brand message, advertisement and also measure brand impact in the market space. It takes advantage of the audience in the internet space and connects brands and their product to the available customers online.

Importance of Digital Marketing

Digital marketing is not just here to stay but to set its root as the evolution that has happened in the marketing space. Everyone is online and basically, all information flows through the internet. This makes digital marketing the best way for businesses to gain publicity and generate more revenue.

Only digital marketing can provide targeted and personalized advertising based on the preferences and tastes of individual customers.

Types of Digital Marketing

Digital marketing encompasses five important digital marketing types that play a crucial role in any business. It is important to not just focus on just one type of digital marketing technique as they all play different roles in the continued success of a brand.

The types of digital marketing include:

Content Marketing

This forms the very backbone of digital marketing as it can be used to transform passive websites or social media pages into active customers. Content marketing is the art of using a storyline with valuable information that translates to brand building and awareness among the target audience. An effective content marketing strategy is essential for building relationships with the target audience and providing value with content.

Search Engine Optimization (SEO)

Search Engine Optimization or SEO is amongst the most important types of digital marketing for your business. This helps to ensure that your articles, social media content, and web pages are at the top of the search results of search engines like google. This is actualized by focusing on keywords or phrases within your content that suit popular trends and what consumers are searching for. The channels that benefit more from SEO include websites, blogs, and infographics.

Although SEO is essential for brand top-of-mind awareness, one mustn’t go overboard with the use of keywords. Forcing keywords can make the copy seem unnatural causing the quality of the content to drop and become less appealing to the consumers of such content.

If you want to reach mass people online and boost sales, SEO is a business priority.

Social Media Marketing

Almost every one of differing demographics is on social media. Social media plays a crucial role in the digital marketing strategy of every organization. Through the promotion of products and services on various social media channels such as Twitter, Instagram, YouTube. You tend to boost traffic to your social media pages, websites, generate leads and also increase brand awareness.

Social media marketing works hand in hand with other types of digital marketing as one cannot function without the other.

Email Marketing

Another type of digital marketing is Email Marketing. This entails sending emails to existing and potential client bases to promote the business. An essential way to build email marketing is through the use of newsletters. This is achieved by asking people to sign up for the newsletters when they sign up on your website and then use the opportunity to send them regular updates about your products and services.

Affiliate Marketing

This is a type of digital marketing that helps a business promote sales. This helps businesses partner up with another business and promote it on their website/app. Affiliate marketers help sell other people’s products through the use of various marketing strategies and in return will receive a commission when a lead is generated. This is a way for businesses to expand their reach and grow more organically.

Digital Marketing scope keeps spanning as we keep entering into the world of digitization and businesses need to keep on taking advantage of the benefit it brings.

Influence of Digital Marketing on Corporate Brands

The entire world is almost digital, information is available almost everywhere online. There is no surprise as to the impact of digital marketing on corporate brands and startups alike.

Brands have adopted the use of digital marketing to help drive sales, generate leads, and gain brand awareness. The influence of digital marketing is unparalleled as it offers myriad options for corporate brands. Some of the influences are:

  • Connecting with Customers Online

It is easy for corporate brands to reach a wider span of global audiences with digital marketing with their online presence. Unlike traditional marketing which is marred with geographical restrictions. Corporate brands online presence transcends beyond any location restraints

  • Digital Marketing helps Brands Save Money

The cost of reaching a global audience with the use of traditional marketing can be draining financially. Digital marketing rights this wrong, with a social media platform or digital platform it is possible for corporate brands to reach the target audience without much fuss.

  • Improves Customer Service

Digital Marketing provides the brand with adequate information by providing detailed data and reports that help assess the campaign’s performance. This information helps brands improve their marketing. The use of google analytics and social media analytics helps brands fix up on their lapses and properly meet the needs of their target.

Explore the world of digital marketing with Printipy

Although Digital Marketing comes with boundless opportunities, so many brands cannot navigate its complexities. Why not leave it to a brand that is renowned for her expertise at building brand experiences, crafting strategies that in turn generate leads and create top of mind awareness for your brand. Printipy lets you focus on your work and bear the brand’s marketing burden. Put your brand on the map with the help of Printipy.

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Eight types of Digital Marketing and their Purposes

Eight types of Digital Marketing and their Purposes

Marketing is essential to how brands create awareness for their products and services and in turn generate sales. it is all about connecting customers to what brands have to offer at the right time and right place.

With the advent and adoption of social media by all and sundry. Marketing has become wider than before. Everybody is online and businesses have sought out ways to make this work to their advantage by creating content that is not only engaging but generates leads for their business.

An essential way to make a significant impact on the internet and social media (which data has suggested boast about 4 billion users) is through the use of digital marketing. The influence digital marketing has on businesses that adopt it is endless.

What is Digital Marketing

Digital Marketing is the curation of all marketing activities carried out in the digital space to market a product or service. This employs the use of the internet and electronic devices to promote, generate engagement for the business. It is also a way to disseminate the brand message, advertisement and also measure brand impact in the market space. Digital marketing takes advantage of the audience in the internet space and connects brands and their product to the available customers online.

Importance of Digital Marketing

Digital marketing is not just here to stay but to set its root as the evolution that has happened in the marketing space. Everyone is online and basically, all information flows through the internet. This makes digital marketing the best way for businesses to gain publicity and generate more revenue.

Only digital marketing can provide targeted and personalized advertising based on the preferences and tastes of individual customers.

Why is Digital Marketing Vital in a Business?

The entire world is almost digital, information is available almost everywhere online. There is no surprise as to the impact of digital marketing on corporate brands and startups alike.

Brands have adopted the use of digital marketing to help drive sales, generate leads, and gain brand awareness. The influence of digital marketing is unparalleled as it offers myriad options for corporate brands.

Types of Digital Marketing

There are different types of digital marketing but they all play a crucial role in any business. It is important to not just focus on one type of digital marketing technique as they are all instrumental to the continued success of a brand. The types of digital marketing include:

What is Digital Marketing & Types of Digital Marketing (2022)What is Digital Marketing & Types of Digital Marketing (2022)
Infidigit: Types of digital marketing
  1. Content Marketing

This forms the very backbone of digital marketing as it can be used to transform passive websites or social media pages into active customers. Content marketing is the art of using a storyline with valuable information that translates to brand building and awareness among the target audience. An effective content marketing strategy is essential for building relationships with the target audience and providing value with content.

  1. Search Engine Optimization (SEO)

Search Engine Optimization or SEO is amongst the most important types of digital marketing for your business. This helps to ensure that your articles, social media content, and web pages are at the top of the search results of search engines like google. This is actualized by focusing on keywords or phrases within your content that suit popular trends and what consumers are searching for. The channels that benefit more from SEO include websites, blogs, and infographics.

Although SEO is essential for brand top-of-mind awareness, one mustn’t go overboard with the use of keywords. Forcing keywords can make the copy seem unnatural causing the quality of the content to drop and become less appealing to the consumers of such content. If you want to reach mass people online and boost sales, SEO is a business priority.

  1. Search Engine Marketing (SEM)

As mentioned above, SEM is also similar to SEO. Search Engine Marketing is simply the paid version of SEO and with the help of SEM, a company can purchase advertising space that appears on the Search Engine Result Page. By maintaining a combination of both SEO and SEM, brands can expect a boost in their traffic.

  1. Social Media Marketing

Almost every one of differing demographics is on social media. Social media plays a crucial role in the digital marketing strategy of every organization. Through the promotion of products and services on various social media channels such as Twitter, Instagram, YouTube. You tend to boost traffic to your social media pages, websites, generate leads and also increase brand awareness.

Social media marketing works hand in hand with other types of digital marketing as one cannot function without the other.

  1. Email Marketing

Another type of digital marketing is Email Marketing. This entails sending emails to existing and potential client bases to promote the business. An essential way to build email marketing is through the use of newsletters. This is achieved by asking people to sign up for the newsletters when they sign up on your website and then use the opportunity to send them regular updates about your products and services.

  1. Affiliate Marketing

This is a type of digital marketing that helps a business promote sales. This helps businesses partner up with another business and promote it on their website/app. Affiliate marketers help sell other people’s products through the use of various marketing strategies and in return will receive a commission when a lead is generated. This is a way for businesses to expand their reach and grow more organically.

  1. Influencer Marketing

This is another essential type of digital marketing. This involves the use of individuals with huge followings i.e., celebrities, influencers to promote products and services. This form of digital marketing has become very common amongst both established brands and startups alike. When this is done right, the scope of influencer marketing is very huge and comes with huge benefits.

  1. Mobile Marketing

Another type of digital marketing used by most brands is mobile marketing. In this century, people are practically glued to their mobile devices and brands use this to target a potential client base through the use of apps or SMS.

The use of a simple, user-friendly app helps people engage more with a brand. At the same time, websites and brands can also send out regular push notifications through the apps while SMS can be used to make people have different discounted offers up for grabs.

Digital Marketing scope keeps spanning as we keep entering into the world of digitization and businesses need to keep on taking advantage of the benefit it brings.

Over to you

Explore the world of digital marketing and enjoy all its benefits by allowing Printipy to carry all your marketing burdens. With years of expertise in growing brand experience. Your digital marketing journey can only be a success with Printipy.

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The importance of SEO in digital marketing strategy: a complete guide

The importance of SEO in digital marketing strategy: a complete guide

What is SEO? What is the importance of SEO in digital marketing strategy? Now those are very weird but important questions to ask in a digitally-led age like this. I’d explain. It’s weird because the acronym/phrase has become a cliche in the world of “everything” and as such, you’d expect that everyone – tech or non-tech enthusiast – would have some form of understanding of the term.

On the other hand, it’s important because so much is dependent on the efficient use of it and several million dollar companies owe their fortune to its advent and that’s probably why you’re reading this article today. Gotcha! 

If you’re reading this article on “The importance of SEO in digital marketing strategy” then two things are very likely. Firstly, you’re a little late for the party.

But not to worry, we’ve reserved a few shots to get you into that party spirit. By the end of this read, you too would be at the center of the SEO party, rocking this lit SEO jam and you’d hopefully be singing its praises out loud in a few weeks or months from now.

Secondly, you most likely got pulled into this article as a result of the influence of SEO. So, yeah! It really does work like magic and you’re about to wield some compulsive power after this read. Without further ado, let’s get into it. 

The very beginning of the SEO journey  

Understanding the core idea behind SEO puts you at an advantage over folks who are only acquainted with the scholarly definition of the phrase as it gives you more context into why and how it really works. 

Search Engine Optimization (SEO) became a prevalent marketing technique as a result of the growth of search engines and an understanding of user behaviour as users began to respond to this growth.

As search engines developed, they became the biggest libraries in the world. Containing answers to an infinite range of questions and hosting solutions to innumerable problems; all answers being sourced from the myriad of existing websites and blogs. This made search -engines the first stop for every user in search of information of any sort. They largely replaced dictionaries, cookbooks, textbooks, product manuals, and everything in between.  

Remember the last time you were actively looking to enrol at a gym and didn’t know anyone around or the last time your system needed an upgrade and you wanted to DIY. You most likely went to a search engine like Google and entered a query like “where can I find a gym near me?” or better, “gym near me”, or “how to upgrade Window OS”. This led you to a number of results from which you clicked and found the information you required. 

By understanding the user journey/ behaviour of searching, scheming results, clicking and engaging, experts have been able to drive traffic to websites. This, they do by ensuring that they create contents that provide answers to popular search queries. Subsequently, search engines like Google can show these contents at the top of the list of results presented to users when they are actively searching for such information. 

This way,  users’ natural engagement with search engines brings them directly to your doorstep. Now, that’s the story behind the great SEO. 

What is SEO

Now that you have some background understanding, let’s serve you up with that scholarly definition that everyone has echoed over the years but with a bit more simplicity. 

Search Engine Optimization is the process of improving both the content of a website and the website itself. Notably, SEO help search engines recognize the content as resourceful and recommend its content to users when they search for information on search engines. 

Three types of SEO 

Search Engine Optimization can be broken down into three parts. All three parts are important to your overall digital strategy and they include; 

  1. On-page SEO
  2. Technical SEO, and 
  3. Off-page SEO.

On-page SEO 

As the name implies, this relates to optimization that takes place on a website page. This optimization helps search engines understand content uploaded to the website and see them as valuable resources that users would want to find. 

The requirements for on-page SEO are; 

  1. Keyword research; This involves understanding what your intended audience are searching for online and the keywords they use during these searches. 
  2. Content reation; Creating and publishing resourceful contents based on relevant keywords discovered during keyword research.
  3. Keyword optimization; This involves the intelligent placement of relevant keywords within the created contents. Ideally, keywords should be used in headings, introductions, sub headings and for a defined amount of time within the body of contents. 

Technical SEO 

This zooms out of content optimization and focuses more on the optimization of the website itself. 

This optimization helps increase the website’s readability and improves the user experience. 

During this optimization, experts focus on improving the following 

  1. Site speed or load time
  2. Mobile frindliness 
  3. Security 
  4. User friendliness 
  5. Navigation 

Off-site SEO 

Off-site SEO helps with building relationships with other websites. This is important because it helps search engines perceive websites as reliable when they establish connections with other reputable sites. 

At the core of off-site SEO is backlinking. This refers to a third-party website pointing visitors to your site using integrated links.  You can do this by having featured stories on other websites that point back to your website. You can also achieve this by having part of your content quoted on another website with the provision that the link to the original article on your website from which the quote was taken is embedded in the third-party publication. 

Role of SEO in Digital Marketing Strategy

In answering the question of ‘what is the importance of SEO in digital marketing strategy?’ it is important to start by saying SEO plays the invaluable role of placing brands in front of users. These users are actively in search of the products and services that such brands offer and thus, they are very likely to make a purchase decision. 

Benefits of SEO

There are many benefits of search engine optimization, however, a few of them include; 

  1. Increasing brand visibility 
  2. Increasing TOMA (Top of Mind Awareness) for brands 
  3. Influencing customers’ purchase decision 
  4. Improving engagement (web visits, email sign-ups, downloads, etc.)

Top 3 SEO tools 

Below is a list of SEO tools that you will find helpful in your SEO adventure; 

  1. Google Keyword Planner 

Remember when we talked about keyword research earlier? Now here’s a tool that can help with that. With Google Keyword Planner, you can get insight into industry or product-specific keywords that can influence your overall SEO content strategy. 

  1. Google Analytics 

Google Analytics gives you insight into your website data so that you can better understand your user behaviour and optimize web performance to create a better experience for all visitors. With Google Analytics, you can get information on traffic source, user device, web load time and more.

  1. SEMRush

Semrush is an all-in-one tool suite for improving online visibility and discovering marketing insights. A free version of the tool is available online with limited functionality. Users can unluck more of the tool’s functions, following a subscription. 

Conclusion

SEO presents brands with a great opportunity to increase their awareness and revenue channel. But, what’s better than that is the possibility of having all of these optimization processes fully managed while you focus on other high-priority business demands. 

Our team of SEO professionals at Printipyagency.com is currently offering free SEO audits for interested businesses and we’d love to meet your brand. Say hello in less than a minute.

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The Ultimate Guide to Media Buying and Planning – PRINTIPY

The Ultimate Guide to Media Buying and Planning – PRINTIPY

A lot has changed in advertising and branding since the advent of digital marketing and social media. There were only the traditional platforms such as radio, print, and TV. Today, placing ads haphazardly doesn’t in any way help a brand grow. 

Brand growth is influenced by strategic media planning and reaching a large spectrum of audiences with a unified message across several platforms. Moreover, there are now more nuanced audiences than ever before, with a large percentage online than offline. 

Digital marketing worldwide amounted to 378.16 billion U.S. dollars in 2020, increasing and not contracting versus the 2019 figure. Brands worldwide make calculated decisions when it comes to sharing their message with their target audience. To achieve this, brands employ both media buying and media planning to arrive at their advertising goals effectively. 

In this piece, we take you on a simple trip to understanding media building and planning, what they are, how they work, and more. 

What is Media Buying and Planning?

First off, let’s understand exactly what media buying and media planning are. Media buying means pretty much like its name, but more strategy and alignment with advertising goals. 

Media buying is the process of purchasing advertising space and time on digital and offline platforms, such as websites, YouTube, radio, and TV, in line with set media plans. Whether the target audience is watching a TV program or browsing through a website, media buyers ensure that they get brands seen by the target audience. 

On the other hand, media planning is how media planners determine where, when, and how often they will advertise to maximize engagements and ROI. This means a media planner identifies and selects media outlets such as newspapers, websites, TV, radio stations, and outdoor placement – which would be best to place paid advertisements and get across to the target audience of brands. 

How does Media Buying and Planning Work in Marketing? 

The media buying and planning process works to achieve advertising goals. In marketing, media planning must come first before media buying. Once planning is finished, media buying steps in to execute that plan. 

The media planning process in marketing operates thus: Conduct market research, state media planning objectives, determine your media planning templates. Implement a media plan and lastly evaluate success.

Once media planning, buying goes into play with three phases in the media buying process:

1. Pre-Launch: In this phase, the media buyer analyzes relevant media decisions. To make decisions, the media buyer identifies the target audience, researches the target market, sets marketing objectives, negotiates media prices, and launches the campaign. 

2. Launch: In this phase, the buyer ensures effective media delivery. He makes sure the campaign is executed as per the media plan.

3. Post-Launch: In this phase, the buyer analyzes the campaign’s result and makes adjustments as needed.

Types of Media Buying (and Their Role in Digital Marketing)

There are different types of media buying where ads can be placed across all channels. Traditional channels include:

1. TV ads

2. Print ads in newspapers and magazines

3. Radio ads

4. Classic Out Of Home (OOH) ads and anything digital.  

However, with the advent of social media, digital advertising channels cover a much broader and more versatile range of ad opportunities, including:

1. Display ads

2. Social media ads

3. Paid search

4. Mobile ads

5. Video ads

6. Digital OOH ads (DOOH)

Based on the advertising goals, marketers combine both media buying platforms to reach their audience. In digital marketing, marketers can picture precisely what revenue they are creating through their media spending. ‍Digital ad placements allow for more targeted campaigns, while traditional ads work better for awareness plays. The right one for any campaign will depend on the goals, budget, and audience. 

Conclusion 

Media buying and planning are highly nuanced, with a lot of pressure on acquiring the optimal ad placement for customer experience and conversion. With digital marketing in the mix, marketers can now easily tailor their messages to any set demographic and monitor feedback. 

Marketing Agencies like Printipy are well poised to craft strategies around the brand’s marketing objectives to reach, engage and convert their target audience. Printipy offers marketing services based on industry analysis and research, which comes very handy in media planning. They have a deep understanding of branding and aim to help clients establish a sustainable brand while ensuring their end users attain brand resonance.

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