How is digital marketing related to the online advertising strategy?

How is digital marketing related to the online advertising strategy?
7 min read
15 October 2022

The e-commerce industry is expanding quickly. People are choosing new avenues for making money (TWH, 2021). But then comes digital traffic, which is one of our major problems as digital marketers. How can we attract people's attention quickly and affordably, direct them to our websites, and turn them into subscribers and buyers? Digital advertising is the key. Additionally, it can provide you complete control over your visitor flow and aid in your ability to sell more if you know how to make it work. 

What Sets Paid and Organic Traffic Apart 

We should always aim for free traffic, right? Because of this, the majority of businesses prioritize organic traffic even British essay writers. After all, you'll keep the savings if you can receive a consistent stream of free traffic. You get what you pay for in life, as with everything else, though. The simplest method to do it is to make a comparison between the rain and a water hose. 

Similar to a water hose is paid traffic. You have total control over the way it's directed, how much water comes out of it, and how long the water runs. It can be turned on and off at any time. You can reduce the flow of bought traffic if you are receiving more visitors than you require. You have control over the direction, speed, and timing of the movement. 

On the other hand, organic traffic behaves more like rain. You don't know if it will arrive, when it will, how frequently it will happen, or how long it will last. You can all you want to watch the weather channel. You are powerless. 

Leading Three Sources Of Paid Traffic 

Facebook, Google, YouTube, Pinterest, LinkedIn, and Twitter are some of the top venues for bought traffic. But to choose the best one for you, you must be aware of where your target audience hangs out and which ad platforms are appropriate for the kind of marketing you perform. 

You'll likely start with Facebook and Google in most situations. Business Insider claims that these two websites account for 80% of all referral traffic, which is higher than all other platforms combined. 

But once more, it all depends on your goals. 

  • Google Is Like the Yellow Pages – People use Google as their first stop when looking for information because it is a search engine. Thus, it is comparable to the Yellow Pages. You will bid on keywords that will help people find you and can result in a perfect sales conversation if you want to increase traffic through Google. 
  • Facebook Is Like a Billboard – Scrolling through your news feed on Facebook is a lot like traveling along a highway. Ads promoted content, and random comments are shown as you scroll. Additionally, if your company is ready to pay, your message will show up in the newsfeed of your target market. You may spend as little as you like on Facebook and still reach more people. 
  • The top metric for YouTube is the total number of minutes watched. They work much like traditional television, placing advertising in the videos and interrupting people's viewing to keep you on the site watching films. Yes, disruptive, but your YouTube advertising is always pertinent. 

This is because you may target your adverts based on the YouTube channels, types of videos, and searches of your audience. 

The top three paid traffic sources are as follows. Where should you launch your paid traffic campaigns? 

You can get excellent traffic from people who are interested in your offers on Facebook, Google, and YouTube. 

Techniques for Effective Digital Advertising 

We've shown that using sponsored traffic to drive traffic is the best (and most economical) strategy. Let's now discuss how to write ads that draw your finest clients in like magnetism. 

NOTE: Although we'll concentrate mainly on Facebook advertising here, you may use the same method with any platform. 

Two Ideas for Analysing Your Target Market 

How do you decide what kind of advertising to run and how to target them precisely? It boils down to the customer journey and traffic "temperature," which are two fundamental ideas. 

Concept 1: The customer journey 

Remember, the Customer Value Journey is the journey customers take as they develop relationships with your company, from initial contact to the final transaction. 

The journey's three main phases are as follows: 

  • Awareness. The top of the funnel is where potential customers first learn about your company and how you can assist them in resolving their problems. 
  • Evaluation. The center of the sales funnel is when potential customers are sincerely considering making a purchase. Their main concern is whether you are the most reliable source. 
  • Conversion. The bottom of the funnel is where customers act and make purchases from you. 

Concept 2: Temperature of the traffic 

The relationship you have with your audience changes depending on where they are in the customer journey. They barely know you and may not even be aware of what you do at the top of the funnel (Hudson, 2022). However, as they proceed down the funnel, they gain more knowledge about you and grow to be more devoted and obedient. 

They "warm up to you," as you would say. We refer to this developing relationship as "traffic temperature" for this reason. 

Three different "temperatures" of traffic are present, and each one corresponds to a different phase of the customer journey. 

  • Cold traffic This new traffic is typically coming from those who are in the Awareness stage. Despite not knowing you or your brand like project management assignment help, these people are excellent possibilities for your company. With cold traffic, you want to indoctrinate people. You want to expose your company to new customers and entice them to return. 
  • Warm traffic is generated by folks who are aware of you but haven't made a purchase yet. It corresponds to the Evaluation stage. With warm traffic, your objective is acquisition—to turn a site visitor into a lead. 
  • Hot Traffic originates from users in the conversion stage. These are your customers, those who are prepared to purchase from you or who have already done so. Your objective when you have high traffic is to monetize it and sell your top consumers expensive products. 

In the end, you want to make individuals transition from being cold to being hot, turning fresh leads into devoted clients who will continue to buy from you. You achieve this by tailoring your message to the prospect's emotional state. 

When dealing with cold traffic, you might not always make a transaction. More time will be spent developing relationships. The partnership is safe when there is hot traffic, however. Speaking more in the manner of a friend, you make offers based on subjects in which you are aware that they are interested.

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