Digital Marketing

Digital marketing is a broad term that covers various strategies and channels for promoting products or services on the internet. Some of the most common ones are:

- Google Ads: These are ads that appear on Google's search engine results pages (SERPs) or on other websites that are part of Google's network. You can bid on keywords that are relevant to your business and pay only when someone clicks on your ad. When I was working at Google, as Account Strategy Team Lead, my job was to come up with strategies to get companies like Expedia to increase their spend on Google. By restructuring their accounts and making them more granular in terms of the keywords they bid on, I got them to increase spend by 95% QoQ.

- Social Media Ads: These are ads that appear on social media platforms like Facebook, Instagram, Twitter, etc. You can target your audience based on their demographics, interests, behaviors, and more. You can also create engaging content that encourages users to interact with your brand.

- Amazon Retail Ads: These are ads that appear on Amazon's website or app when users are browsing or searching for products. You can showcase your products alongside similar ones from other sellers and drive traffic to your own website or Amazon store.

One of the key aspects of online marketing is Cost Per Acquisition (CPA) which is a metric that measures how much you spend to acquire a new customer. It is calculated by dividing the total cost of your marketing campaign by the number of conversions (sales, leads, sign-ups, etc.) that it generates. The lower your CPA, the more efficient and profitable your campaign is.

Whilst working at one of the leading digital marketing agencies, Incubeta, I helped companies like Zappos, Expedia and Standard Chartered Bank to get CPA deals whereby they didn’t pay marketing budgets to Google, Facebook or Amazon. Instead, Incubeta risked their own money to drive traffic to the website, got it to convert and got paid on the conversion. To this day, Incubeta has a team of experts who can design and execute customized campaigns for your business across different channels and platforms. They also have proprietary technology that can track and measure your performance and provide actionable insights.

But digital marketing is not enough to ensure your success online. You also need a well-converting website that can turn your visitors into customers. A well-converting website is one that has:

- A clear and compelling value proposition that tells users what you offer and why they should choose you over your competitors.

- A user-friendly design that makes it easy for users to navigate, find information, and complete actions.

- A strong call to action that motivates users to take the next step in their journey, whether it is to buy, subscribe, contact, etc.

- A fast loading speed that reduces bounce rate and improves user experience.

- A mobile-responsive layout that adapts to different screen sizes and devices.

How online acquisition works with a well-converting website to produce ROI is simple: The more traffic you drive to your website through digital marketing, the more conversions you generate through your website, and the more revenue you earn for your business.

So if you want to take your online business to the next level, you need to invest in both digital marketing and website optimization. If any or all of that sounded like gobbledygook, then get in touch and we can sort the clicks from the chaff.