Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.


Tweetdeck -  This is great for monitoring Hashtags. If you don't want to pay for social media scheduling software like Buffer or Hootsuite, Tweetdeck also allows you to manually schedule in Tweets (Facebook also has it's on scheduling feature) but it's great to have one tool that scheduling in social content across all your available social channels.


But what kind of information should you gather for your own buyer persona(s) to inform your digital marketing strategy? That depends on your businesses, and is likely to vary depending on whether you're B2B or B2C, or whether your product is high cost or low cost. Here are some starting points, but you'll want to fine-tune them, depending on your particular business.
Another set of helpful tools for digital marketers are analytics tools. These include everything from Google Analytics (designed to track stats for web traffic to a particular site) to social media analytics tools like Facebook Insights and Twitter Analytics which provide metrics related to engagement and help marketers optimize their campaigns. For measuring stats on the backend of a site (particularly related to conversions, sales and user demographics), there are also tools like Periscope that track user data, site searches and conversion metrics.

Neil Patel advises marketers to focus on building their expertise, pointing out that they can bolster their reputation with guest posts on industry-leading blogs, speaking at conferences, and by applying for awards. Always include an updated author bio at the bottom of all your published content pieces to build brand recognition and earn readers' trust:
For marketers who are more focused on content marketing, tools like CoSchedule and Hubspot are a big help when it comes to content creation and curation. They can help marketers identify content opportunities and craft engaging blog and social media posts that will resonate with their audience. And since Buffer also offers the ability to see what fans are talking about on social media, that content is almost guaranteed to be impactful and to generate attention for a specific event or news story.
Marcus Miller is an experienced SEO and PPC consultant based in Birmingham, UK. Marcus focuses on strategy, audits, local SEO, technical SEO, PPC and just generally helping businesses dominate search and social. Marcus is managing director of the UK SEO and digital marketing company Bowler Hat and also runs wArmour aka WordPress Armour which focuses on helping WordPress owners get their security, SEO and site maintenance dialled in without breaking the bank.
According to DuckDuckGo’s general counsel and head of policy, Megan Gray, this model is profitable: “We make a ton of money. We are a privately held company, so I can’t tell you exactly how much we make. But we are subject to the California Consumer Privacy Act (CCPA), which requires at least $25 million in annual revenue, and we are well above that.”

Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.
Don’t forget to analyse your competitors’ marketing strategy too – create an analysis spreadsheet of their online activities (you can use SEMrush to identify the SEO strategy of a competitor, i.e. what keywords are driving the largest volume of organic traffic to their website. It can also be used to compare the organic and paid traffic of different websites so again quite useful to see how aggressive they’re being with their paid spend.)
With the ongoing success of YouTube, Instagram Stories and Snapchat, video blogs are more popular than ever. As opposed to other video types like explainer videos or short films, vlogs are more personal and direct. Vloggers speak directly to the viewer (PewDiePie style), creating a more personal and direct connection—obviously a great boon to marketers trying to forge stronger relationships with their customers.
Great job! Digital marketing has become very important for many marketers. Traditional marketing tools cannot handle big data properly. Digital marketing is also much more cost-effective than traditional marketing. CSAT.AI, MaestroQA, ScorebuddyQA, and Salesforce Einstein are some AI tools that combine the best of human intelligence and artificial intelligence to develop digitalized marketing tools that can help in big data analysis in real-time.
Brand24 - Brand24 is simple online monitoring application. Use Brand24 to identify and analyze online conversations about their brands, products, and competitors. Brand24 provides a reliable, easy to use, and affordable solution that allows you to both track and engage online conversations relevant to your business. They also offer an influencer score insight to help you identify people with the most social influence. 
Behind every great plan, there is content. But the mantra “build it and they will come” does not apply here. In fact, creating content and just waiting for visitors to show up and engage with you will simply not happen… unless you’re a super cute kitty who made the cut at CatVideoFest. A content strategy involves planning and includes an editorial calendar, a social plan, engagement effort, optimization, conversion measurement, and more. If you want to ensure that your content gets seen by your target audience, a content strategy is your best bet. So before you sit in front of your computer and start pumping out article after article, you need to figure out who you’re addressing and what you plan to achieve. What are your goals and KPIs? How will you measure success – by gaining visibility? Increased registration at your events? Every marketing effort has to be measured. It is an essential element of any successful digital marketing plan.

For marketers who are more focused on content marketing, tools like CoSchedule and Hubspot are a big help when it comes to content creation and curation. They can help marketers identify content opportunities and craft engaging blog and social media posts that will resonate with their audience. And since Buffer also offers the ability to see what fans are talking about on social media, that content is almost guaranteed to be impactful and to generate attention for a specific event or news story.
Because it's such a popular communication channel, it has wide-ranging integrations with plenty of other tools. You can tack on a seemingly unlimited amount of integrations and Slack applications to make the tool even more powerful -- for instance, many teams will pipe in A/B test results, analytics notifications, new customer or transaction notifications, or even sales or customer support bots. While undeniably powerful, Slack is easy to start using immediately.

Paid media is a bit self-explanatory in what its name suggests -- and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas. This includes things like Google AdWords, paid social media posts, native advertising (like sponsored posts on other websites), and any other medium for which you directly pay in exchange for visibility.
SEO is an acronym that stands for search engine optimization, which is the process of optimizing your website to get organic, or un-paid, traffic from the search engine results page. In other words, SEO involves making certain changes to your website design and content that makes your site more attractive to a search engine. You do this in hopes that the search engine will display your website as a top result on the search engine results page.
Micro-moments are moments when we turn to a device—often a smartphone—to take action on whatever we need or want now. People generally make instant decisions on what to eat, which restaurant to choose, what to purchase or where to go. This tactic looks to take advantage of showing a relevant ad at the right place at the right time to the right audience.
SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. It is about helping your customers find out your business from among thousand other companies. SEO is an integral part of any digital marketing strategy. It is basically concerned with a holistic move towards driving customers to your business via online platforms. And to do that, one must ensure the website ranks higher in the SERP (search engine result page). To give you an idea on this, let’s start with this fact – nearly 14 billion searches online take place every month. The advent of Global economy nearly makes every business have an online presence. Just imagine a fraction of those 14 billion searches happen for your business. To achieve that benchmark, your website must rank higher in the SERP, must perform well in the social media marketing, and the PPC (pay per click) activities must be very well along with other digital marketing tasks.
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