Digital Marketing in 2020

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time online. From a website itself to a business’s online branding assets such as digital advertisingemail marketing, podcasting and beyond. There’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

Is digital the future?

Definitely also digital future refers to the idea that all businesses will operate digitally in the future. Firstly as is already happening in banking and financial services, retail, telecoms and travel, every other business is building a digital future based on an always  connected interaction with every customer. Drive engagement and awareness across all channels.

Did you know?

Since only 25% of people look beyond the first page of search results, it’s more important than ever to establish and preserve top rankings on Google.

What is included in the digital marketing ecosystem?
  • SEO
  • Content Marketing
  • Social Media Marketing
  • Pay Per Click (PPC Advertising)
  • Affiliate marketing
  • Native advertising
  • Marketing Automation
  • Email Marketing
  • Online PR
  • Inbound Marketing

“Did you know that almost 50% of the world population uses social media.”


 Any organisation needs committed time, resource, budget and most importantly a strategy to spearheads their brands to reach target audiences. You can get brilliant results fast if you want to achieve a high return of investment on any marketing campaign online. The KEY in digital marketing is to remain consistent, interesting, engaging and appearing in the spaces where your target audiences can consume and react to your content distributed.

Another thing is; CEO’s want to see numbers not influence so it becomes increasingly difficult for marketers to demonstrate this because before we can see actual numbers of ROI we need to understand that quality marketing online is about driving engagement and awareness across all relevant channels firstly, once that recipe is right and brands drive successful actions the numbers will come in. Build it, market it and they will come.

Digital marketing techniques are readily available to the public but a lot of times brands are trying the spray and pray method without even measuring the actual results so long as some content goes online but this is not the way to make millions or billions for your brand and it will take way too long to achieve results.

Digital marketing is here to help your business perform online, it should be understood more, not just at a basic level but in-depth too. If you look at Googles algorithm for example, it changes approximately 450 times a year. Seasoned digital marketers need to stay on top of those changes to ensure they’re playing an excellent online game and not just winking at strangers in the dark.


Today, digital innovation is at the heart of every organization. You need to digitize internal operations to do things better, faster, and cheaper; find new ways to engage users; and bring new products and services to market.

  • Today, video contentmakes up 80% of global Internet traffic — and the importance of adding video to your marketing strategy continues to grow.
  • Search engines, like Google, will continue to reward websites with video content. In fact, you’re 53 times more likelyto rank on the first page of Google results if your site uses video.
  • On Instagram, video seems to perform much better on the platform, seeing 49% higher interactions than image posts on Instagram for example.

Website and SEO – Search Engine Optimisation

Prospects are searching for what you sell – but will they find you? Search marketing is about getting found by prospects through search results and converting them into opportunities. The higher you rank in organic searches, the more people will obviously find you.

  • You need SEO and remember Google considers many elements of a webpage for example when determining its rank.
  • It looks at thematic clusters of ranking factors such as
    • Domain level keyword usage
    • Social metrics – social media signals to Google
    • Domain level brand features like the usage of the brand / domain name in news or anywhere online that is considered high quality content.
    • Page level link features such as quantity of link links, anchor text distribution, quality of link sources etc.

Google Crawler

Your sites rank in Google search results depends on all these various elements and factors that every brand needs to understand and work with.

You simply cannot go wrong with a website that has lots of great content and well formatted media coupled with advanced SEO.

But in the same breath … my advise would be to BE THE EXCEPTION in your field to stand out from the rest of brands doing the identical things. Always try to find a better path that is more innovative than regular to increase your chances of visibility and human connection.

All marketers need a long-term strategy for their marketing as a whole, and knowing how SEO fits in is the key. Lots of individual tactics work temporarily – sometimes for years, even. But the engines continue to evolve so new result types emerge and users change their behaviour so we need to stay on top of that all the time which is why Google console and Google analytics is so important for every brand to use.


We need to focus more on high-quality content. Smart content marketing is one of the best ways to nurture relationships with your prospects and customers, but it requires a mix of techniques to achieve this. That is why optimisation is vital to that mix, but so is the constant creation of valuable materials. You need to drive traffic to your site but you also need to keep your audience on the page.

If you’re continuously creating the kind of content your audience is looking for, the new algorithm will help them find you.

Just because you get SEO traffic doesn’t mean its good traffic. Be sure that your content appeals specifically to your target audience – avoid the temptation to write too much think content in order to go viral. Instead, provide meaningful resources for buyers in each stage of your sales funnel.

Landing Pages for Lead Generation

Your landing page should be specific to your campaign. Although creating a new landing page for every campaign isn’t easy, it’s a critical part of conversion and optimization.

Reassure your leads

Your leads are risking their privacy for more by filling out your form. Reassure them with privacy statements, customer testimonials and guarantees of your service excellence. You want your leads to feel safe giving their information to a reputable company – so add copy and imagery to reinforce that public trust.


Using social media to brand your business isn’t ground-breaking anymore. We’ve all been there and done that and although social is still important for branding and generating buzz it truly is being used for lead generation on more advanced levels of business growth strategy.

For successful lead generation on social, equip your buyer for success. Be personable, connect with your prospects challenges and give them a next step to move forward in the customer journey.

7 TOP TIPS for social media marketing
  1. Don’t beat yourself up because not every post is going to capture a good result but be consistent and tweak your strategy according to what’s working and what’s not until you have perfected it.
  2. Organic isn’t enough on its own, don’t be afraid to use social advertising but me specific in your targeting to get the best results.
  3. Focus on valuable content and solid offers.
  4. Create strong calls to action (CTA’s)
  5. ALWAYS add value
  6. Using social is a 2-way street
  7. Encourage social sharing

Social sharing amplifies your message and your lead generation efforts, but getting people to share isn’t easy so make it worth the share.

ALWAYS USE THE 80 / 20 Rule for successful social marketing

To be effective you need a good balance of promotional content and thought leadership. I advise marketers and delegates in my training to use the 80/20 rule so 80% of your content should be informational / educational, and 20% only should be self-promotional.

Social media platforms are becoming more sophisticated in terms of giving marketers opportunities to strategically attract leads. Its no longer all about attracting fans and followers – the appeal of social media marketing is gravitating more and more toward turning your likes and followers into warm leads. These leads are genuinely interested in hearing from you.

Assume that only 50% of your pipeline at maximum will ever come from marketing efforts. What’s your strategy for making up the rest of that pipeline? Figure it out, get your salesforce executing against that strategy, and stop pointing fingers at marketing! LOL

When it comes to sharing on social, pick the channel where you can best tell your story. If you’re better in video then definitely use YouTube and live moments where you can best tell your story. Its all about storytelling.

Customers are now smarter, more connected, more informed, more influenced and influential socially and less likely to respond to campaign bait. Marketing has to create content people actually want to consume otherwise its going to be a hit and miss.

Follow the KISS rule

It may sound a bit cheesy but the “KEEP IT SIMPLE SILLY” rule is still something we refer to all the time. Rule with a logical, well-designed landing page – your lead shouldn’t have to wade through loads of clutter.

What motivates people to share content?

  1. Reputation enhancement
  2. Access to something exclusive
  3. Giveaways and competitions
  4. Flash sales
  5. Content that is relatable
Why is content marketing important?
  • Content marketing shapes a brand preference and influences future purchases
  • Generates social media shares and inbound links
  • Puts customers in the drivers seat so the customer journey is most important.
  • It FUELS SEO efforts
  • Increases brand awareness
  • Generates quality leads for less money (when compared to traditional marketing efforts).
What is the biggest mistake marketers make in their content marketing strategy?

A lack of formal business strategy around content. Right now, most marketers are filling content buckets, and need more of a business objective such as revenue, cost savings, or customer loyalty) behind their content initiatives.

Secondly: patience – most brands will call content marketing a campaign, which implies there is a stop date. Content marketing is a marathon, not a sprint. We need to take a longer-term view of how we communicate with audiences online.

At the outset of your content planning, its important to make a distinction between promotional content and thought leadership. Thought leadership demonstrates a deep understanding of your prospects and customers pain points, and guides them toward solutions.

Regardless of what your ask online, your CTA (Call to Action) must please:

  • Stand out
  • Clearly define what you want the lead to do
  • Create a sense of urgent action
  • Be positioned in a prominent area


When lead nurturing don’t be heavy on product pitches and offers and light on educational content. Without taking the time to develop personas, buying cycles and mapping leads to their place in the buying process, marketers will fail at lead nurturing.

4 Elements of effective engagement marketing
  1. Relevance
  2. Two-way communication
  3. Multi-channel interactions
  4. Continuous conversation


Email marketing is sometimes referred to as batch and blast email campaigns but these type of campaigns can truly weaken your chances to connect with potential buyers. So we need to add incredible value before we physically sell to an audience. That’s the bottom line. You’ve really got to balance your messaging well. Taking into consideration that receiving spam is annoying and subscribers can and will unsubscribe if they feel email invaded.

Content re-optimisation is essential for maintaining top rankings

While creating new content is extremely important, the future of digital marketing will place increased emphasis on content re-optimisation efforts.

If your business wants to get the most from your content, it’s time to make content re-optimisation an integral part of your strategy. Content re-optimisation allows you to match search intent and maintain top rankings in search results.

As the future of digital marketing evolves, new methods make it easier to identify re-optimisation page candidates and tweak the content to drive better results. For example, you can use AI for SEO to enhance underperforming content but more about AI and how it can assist your business in part 2 of this blog series.

For your digital marketing, training, business coaching and strategic brand positioning needs please feel free to contact me for professional and experienced expertise to build and expand your brand.

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