Marketing Vs. Digital Marketing: Defining the Difference

Introduction

Marketing is a fundamental and crucial component of all business strategies. It plays a vital role in helping reach target audiences, promote products or services, and ultimately drive revenue. Technology has greatly impacted the advancement of marketing techniques and strategies, allowing the boom of digital marketing and its large shadow casting over more traditional methods. The best strategies contain a healthy amount of both, with plenty of flexibility to be nimble, but everything must be tailored to the needs of the business and their customers.

What is Marketing?

Marketing refers to the process of promoting, selling, and distributing a product or service to consumers. It involves researching the market, identifying customer needs, and creating strategies to attract and retain these customers. Traditional marketing relies on offline channels such as print media, television, radio, billboards, and word-of-mouth.

Key Components of Marketing:

1. Market Research - Understanding the needs, preferences, and behaviors of the target audience.

2. Product Development - Creating products or services that align with market demand.

3. Branding - Establishing a strong brand identity to differentiate from competitors.

4. Advertising - Utilizing various promotional tools to reach potential customers.

5. Sales & Distribution - Ensuring products are accessible through various channels, such as retail stores or direct sales.

Examples of Traditional Marketing

• Print Advertising: Newspapers, magazines, and brochures are used to inform customers about new products and offers.

• Television and Radio Commercials: Companies invest in TV and radio ads to reach a broad audience.

• Billboards and Posters: Outdoor advertising placed in high-traffic locations to attract attention.

• Trade Shows and Events: Businesses showcase their products at events to engage directly with potential customers.

• Direct Mail: Sending promotional materials like catalogs and postcards to consumers.

What is Digital Marketing?

Digital marketing is a subset of marketing that focuses on promoting products and services through online channels. It leverages digital technologies such as social media, search engines, programmatic platforms, AI, and mobile applications to connect with consumers. Unlike traditional marketing, digital marketing allows for real-time engagement, personalized communication with a highly targeted audience, and the ability to track results, create attribution, and provide full transparency. 

Key Components of Digital Marketing:

1. Website - A business’s online store front and direct communication with potential customers.

2. Search Engine Optimization (SEO) - Improving website visibility on search engines like Google.

3. Content Marketing - Creating valuable content (blogs, videos, infographics) to attract and engage audiences.

4. Social Media Marketing - Using platforms like Facebook, Instagram, LinkedIn, and Twitter to interact with customers.

5. Social Media Advertising - Using platforms like Facebook, Instagram, LinkedIn, and Twitter to promote products or services to a targeted audience.

6. Email Marketing - Send promotional emails and newsletters to maintain customer relationships.

7. Pay-Per-Click (PPC) Advertising - Running paid ads on search engines and social media.

8. Affiliate Marketing - Collaborating with influencers or third-party websites to promote products.

9. Analytics & Data Tracking - Measuring performance through tools like Google Analytics to refine strategies.

Key Differences Between Marketing and Digital Marketing

Conclusion

Both traditional marketing and digital marketing serve the purpose of promoting a business, but they operate through different channels and methodologies. Traditional marketing offers a tangible and personal touch, while digital marketing provides greater flexibility, cost-effectiveness, and measurable results. In today's digital age, businesses must integrate both strategies to maximize their reach and effectiveness. A well-balanced marketing approach will ensure that companies stay competitive, reach the right audience, and achieve long-term success.

Strategic Digital Marketing: Fueling Growth in the Manufacturing Industry

Introduction:

In the fast-paced manufacturing world, innovation and efficiency are key. But without a strong marketing strategy, even the best products can get lost in the crowd. Long sales cycles, complex buyer journeys, and fierce competition are just some of the hurdles manufacturers face.

That's where strategic digital marketing comes in. It's not just about generating leads; it's about building relationships, driving sales, and positioning your company for long-term success.

1. Collaboration is Key: Aligning Marketing with Your Manufacturing Team

Manufacturing is a team effort, and so is marketing. A successful strategy requires close collaboration between your marketing partner and your sales and production teams.

Look for a marketing agency that understands your business goals and works hand-in-hand with your team. They should bring both creativity and data-driven insights to the table, crafting tailored solutions that get results.

2. From Cold Leads to Warm Prospects: Generating Quality Leads for Manufacturers

Traditional marketing methods like cold calling and trade shows still have their place, but digital marketing can supercharge your lead generation.

SEO, paid media, social media, and geofencing can connect you with the right audience at the right time. By optimizing your online presence, you'll attract qualified leads who are actively searching for solutions.

3. Your Trusted Partner: Finding a Marketing Agency That Understands Manufacturing

Manufacturers need a marketing partner who speaks their language. Look for an agency with experience in the manufacturing sector and a proven track record of success.

They should be able to translate complex product information into clear, compelling messages that resonate with your target audience.

Conclusion:

Dynamic digital marketing isn't just a buzzword; it's a game-changer for manufacturers. By aligning your marketing efforts with your business goals, you can attract quality leads, boost sales, and build lasting customer relationships.

Ready to take your manufacturing business to the next level? Contact us today to learn more about our dynamic marketing solutions.

Get a free marketing consultation for your manufacturing business.

Conversions? What Does That Even Mean

“Look, 15 conversions this week! We are crushing it!”

“Conversions grew 227% this past month! Woohoo!”

Does this sound familiar? Every agency and marketing professional spits this out during every weekly or monthly reporting meeting like they are leading a holiday parade and tossing candy to the kids. 

But what does this even mean?

Now, if we were talking about e-commerce and conversions were purchases with a dollar amount attached to them, then we would have an entirely different conversation. $$ can be directly attributed to marketing efforts and these defined “conversions,” but in that case, I hope your team is defining conversions as purchases.

Here, we are attempting to define a conversion in a non-e-commerce setting, where a lead contacting your business in one way or another is what you desire, also defined as a Marketing Qualified Lead (MQL). Think of a conversion as someone contacting you, but at the surface, you cannot define if they are a good lead quite yet. You must wait to gather enough data to define whether you want them as a customer or not.

It is incredibly easy to set up conversion tracking for phone calls, form fills, email starts, button clicks, etc., and pump a bunch of advertising at an audience, racking up conversions for all these actions, making one’s strategy look like one that should be put in a museum to be admired for centuries. 

But, as a business why in the world would you give a damn if your phone is ringing off the hook but everyone on the other end is either trying to sell you something, is a scam, or a robot?

You want good leads coming in, ones you want to do business with, that actually turn into revenue, helping your business grow and build on its success.

Here are some simple steps to ensure you are driving the conversions you desire:

1. Define what a conversion is to you and your business. Meaning, how do you want them to contact you? 

• Is this a phone call? Form fill? Email?

• The first layer of defining a good conversion is at the surface. What action do you want your customers to take to contact you?

2. Define what a good lead is. 

• Are they your ideal customers? Are they looking for your top services or products?

• Do they fit all the criteria to move them into the Sales Qualified Lead (SQL) category?

• Bad: Are they even a real person? Are they trying to sell you something? Are they a scammer? Are they looking for a different product or service that you do not have? 

• It is crucially important to define what a good lead is to your business. Simply, they are just like your past customers who keep coming back to you. Build a list of characteristics around these users. This will help you target your marketing to get the right leads to convert, but also give you a clear divide between a good lead and a bad one.

3. Have a CRM or some other system to keep an account of good and bad leads.

• I get it, CRMs are expensive, but it will save you a ton of time and money from filling out endless spreadsheets that require a ton of manual labor

• Keep a detailed record of your conversions coming in:

• Name

• Number

• Email

• Location

• Product/Service they are looking for

• Good or Bad Lead

• And whatever else you can collect

• This will not only allow you to manage your business more efficiently but will allow you to improve your market efforts to improve conversion quality and increase your good leads coming in while reducing the bad ones.

4. Share this CRM/Lead data with whoever is running your marketing.

• Every marketer should be licking their chops for quality 1st party data. Share the CRM with them or the lead tracking system you are using. They should be able to plug this right into whatever platform they are using to optimize their strategy, leveraging AI.

• Let us not also forget 3rd party is slowly going away, and at some point will be completely gone. If you do not prepare now, you will someday be flying completely blind.

• Utilize this data to improve all of your marketing efforts around good leads that are converting into actual dollars, who they are, where they are, and what they value.

• Do not forget about the bad leads. A list of bad leads can also be used to optimize around, both by uploading as “Exclusions” into the advertising platforms or by changing targeting, copy, and platforms to remove them from the equation.

This seems like a lot but it is simple. When you first begin your marketing everything you are doing is built around your target audience, from targeting to ad copy, to how they engage with your website, and how they contact you. Collecting data on conversions coming in to qualify them as leads provides data to improve everything you are doing, and ultimately help you grow your business.

With today’s technology, your advertising efforts become incredibly efficient by providing the platform's AI to identify good conversions for you by utilizing data you are collecting on leads coming into your business.

Exploring the Limits of Digital Marketing: Understanding When It Might Not Be the Perfect Fit

Ah, digital marketing – the buzz of business growth strategies in the modern era! It holds transformative power for many, yet it's crucial to recognize that it's not a one-size-fits-all solution. 

Some businesses might not find the sweet spot with digital marketing. Wait… what? Jason you’ve been told for decades you can sell anyone digital marketing. 

Let's dig a little deeper into these scenarios to understand why a tailored approach might be more beneficial for specific types of businesses. 

Highly Localized, Small-Scale Businesses with No Online Presence 

Imagine yourself running a small mechanic shop in a quaint, rural town. Your business thrives on the recommendations of satisfied customers rather than online reviews or websites. For these types of businesses, digital marketing might not provide a great return on investment. Traditional methods such as word-of-mouth or local flyers could resonate more effectively with the community. 

Extremely Regulated Industries

In sectors like financial services, pharmaceuticals, or healthcare, promotional activities are tightly regulated. The cost and complexity of adhering to these regulations in digital campaigns can be daunting, often demanding resources that make traditional or specialized tactics a better route. 

Low Margin/Low Price Point Businesses

Consider dollar stores or any business dealing with low-ticket items. For these businesses, the cost of digital marketing campaigns, especially high-cost paid advertisements, may outstrip the margins. Scalable, yet cost-effective methods must be considered before venturing into digital landscapes. 

Exclusivity-Driven Businesses 

Luxury brands and private clubs, which thrive on a sense of exclusivity, often avoid mass-market digital tactics. Their marketing thrives in exclusive, controlled environments like private events or through personal networks that maintain the brand's elite status. 

Businesses That Rely on In-Person Experience 

Finally, any business where the personal touch is key – be it high-end salons or private training sessions – might not find digital promotion alone sufficient to capture their true essence and customer interaction. 

In conclusion, while digital marketing can be an excellent tool within a broader marketing strategy, businesses that rely on localized interactions, personal relationships, or operate in niche markets may find greater success blending traditional methods with digital techniques. The greatest success often lies in a hybrid approach aligned closely to the business model and customer expectations, ensuring each tactic plays to its strengths. 

Embrace the uniqueness of your business and choose the approach that truly resonates with your audience. Remember, sometimes the best stories are shared over a handshake rather than a hashtag!

Is Your Digital Marketing Being Managed Correctly? 5 Signs You Are Being Hosed

With the digital space evolving at light speed, A.I. emerging, and agencies selling their services with fancy talk and empty promises, it is easy for businesses to be lost, left behind, or taken to the wood shed with little to nothing to show for it. 

We live in an environment where we are either overpromised and under delivered, or we are left so far in the dark, we have no idea what we are getting for our money. Thousands upon hundreds of thousands dollars are being chucked at advertising with no evidence of return. Generic strategies and deliverables peddled as earth shattering breakthroughs. Broken promises after broken promises, and being ghosted when you need help the most.

It is time to take back control of your digital marketing.

Here are some simple signs your marketing is being mishandled:

1. Lack of Transparency

• Hidden Fees

• Do you know how much your agency is charging you? Is it backed into a flat fee that includes your advertising? How much is going to drive your results?

• Ask your account manager what their fees and retainers are and request it be itemized in your invoices.

• Live Dashboards & Reporting

• Do you have a live dashboard highlighting your results? Do you have monthly/quarterly reports? Can you access your data anytime you please? Are they KPI focused and tied to your business goals?

• All reporting should be accessible anytime you need it. It should reveal the good, the bad, and the ugly. And your team should be actively sharing insights and actionable strategies backed by data.

• Talking About Poor Results

• Is it always sunshine and rainbows? Are all the conversations with your team about “wins”, even though you know the results have been subpar, or your bottom line hasn’t budged? Do they spend more time talking fancy, and less time talking about improving your return?

• The best marketers in the world spend all of their waking hours trying to exponentially increase the winners and fix the losers. They never run or hide when stuff hits the fan, they are constantly looking for ways to improve from top to bottom.

• Honesty of Limitations

• Does your agency constantly say “yes” to everything? Do they ever look for partners in areas they cannot support or lack the knowledge in? Have they ever come out and said, “we need to look into this deeper, and we will get back to you”? Have they ever ended an engagement early because they couldn't deliver and knew it?

• Find an agency who is self-aware and open about what they can and cannot do. They are here to serve your needs. It does no one any good if they are not upfront with their limitations and cannot meet your expectations. Note: Breaking off an engagement due to lack of performance after exhausting all avenues shows integrity of the agency, they want you to succeed.

2. Stagnant Results

• Do you know if your campaign results are hitting their mark? Were there goals set to begin with? Do you see the return on investment that you need to be successful?

• The status quo has become too comfortable. Agencies will hide behind not rocking the boat in fear of upsetting the client and losing them. But sometimes that fear leads to no imagination and a lack of pushing the needle to see what is possible. Look for an agency that is tirelessly looking for ways to make your quarter, and make your year.

3. Goal-less Strategies

• Did you and your team set goals/KPIs prior to being sold a strategy? Did the work begin before everyone was on the same page on what you were trying to achieve? 

• A digital marketing strategy without goals is aimless, a ship without a rudder. You have no way to gauge success, optimize your strategy, or have any clue if what you are doing is right, or wrong for that matter. Begin any digital marketing plan with your goals. If the agency you are working with doesn’t bring it up, run for the hills.

4. Sitting on Hands - No Ideation or Bringing Up Ideas

• Has your team or agency consistently brought up new ideas? Or have they just set it and let it since the beginning?

• In digital marketing, nothing is set in stone. You constantly need to be adjusting, adapting, and evolving with your audience, environment and industry. You may have the greatest strategy ever conjured up, but it may fall flat on its face, and big changes need to happen before a bunch of time and money has been wasted while no customers are coming in. Marketers should never sit on the sidelines. They should constantly bring new ideas and ways to improve what is currently running in order to drive maximum results.

5. Mysterious Level of Knowledge

• Sure they may have badges and client logos all over their site, but do you really know the level of expertise of those working on your digital marketing or advertising?

• Agencies love to highlight their awards, their testimonials and past clients, which they should, it provides some proof of their validity. But, it doesn’t solidify they have all the tools to provide the top service you require as an extension of your team. You do not need to know digital marketing to know if they are experts, instead get to know them as people. Are they sincere, caring, open and honest? Do they describe complex items in a simple, easy way to understand? This is how you know they are experts and simply just want you to succeed.

It is important to know where you are spending your money when it comes to digital marketing. Not only are you investing the money, but the success of your business is dependent on your return. This behooves you to know who you are working with and the quality of their workmanship. You do not want to be months in, having spent a bunch of money, not knowing if you are getting results.

Find the right agency who wants to be your partner, an extension of your team, and is open and honest with you from the very beginning.