De-mystifying Digital Marketing
The world of marketing, and digital marketing especially, has long been viewed with an air of uncertainty, often an air of mistrust.
Because marketers and marketing agencies have so often (and still do) done all they can to veil marketing behind a shroud of secrecy.
Cultivating the image of it as a mystical discipline known only to the wise and the few. Guarding their methods and their practices with the same deference as a magician guards the means by which he constructs his most elaborate illusion.
So why all the mystery?
Well, the simple answer is – with mystery comes lack of accountability. Without having a metric by which they can be accurately measured or methods which can be scrutinised, marketers avoid having to account for their actions – or lack of actions.
The other reason is chargeability.
By simply acting like the experts and painting their clients as the dummies marketers and marketing agencies can very easily charge over the odds for their services.
The world of business generally cottoned on to traditional marketing not being so mysterious in the early 2000’s. However, at roughly that same time digital marketing arose. An entirely new discipline which had the disreputable marketers rubbing their hands in glee. Here was a world of deep intricacy in which companies wished to market having heard of the tales of internet goldmines. Whilst, at the same time, being utterly clueless about its workings.
A bad marketer’s dream!
So, what do we do differently?
Our mission at Dragonfire is to de-mystify digital marketing.
We aim to give all of our clients a better and more in-depth understanding of what digital marketing entails than they might get elsewhere. We can help clients deliver digital marketing campaigns, but we know that the added value of leaning from us as the campaign goes ultimately results in better returns.
By educating our clients we lift the veil on digital marketing and empower them. Allowing them to better control and lead their future digital marketing efforts. Armed with improved knowledge and understanding they can ensure the wool can never be pulled over their eyes again.
Our approach is about transparency, digital marketing, like any marketing is scientific. By employing an analytical and systematic approach we can deliver better results and give our clients better returns all at the same time.
Clearing up some jargon
As a final round-up we wanted to clear up some jargon and debunk some often-misused or mis-represented aspects of digital marketing for you;
1 – SEO
SEO stands for Search Engine Optimisation and refers to the process of working on your website to get it to appear higher up search engine rankings thus meaning more visitors to your website and therefore more business.
2 – Social Media
Refers to any social media network on which users can interact with content and each other. Most commonly used platforms are: Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest and Snapchat.
3 – Content Marketing
This refers to the key element of modern-day digital marketing which is driven by content. Simply put, content is anything you put online advertising or showcasing your business. This could be on your website, your social media or digital advertising for example. It includes text, images, videos and documents. Modern digital marketing requires content to be produced, created and distributed in order to build an interest in your business.
4 – Backlinking
This is a term used to describe the process of getting other sites to link to yours. To get your website’s address published on other websites in order that they can link to yours. This was once the most important metric for Google in ranking your website. But, though it still counts, content is now attributed far more value. The quality of your inbound links is now assessed by Google’s crawlers. So, if a site with no relevance to yours links to your site, this will not improve your SEO and if you have lots of these low-quality inbound links – you’ll actually be marked down.
5 – Keywords or Key-terms
These are used to describe the “thing” that someone might type into Google that you would want to lead them to your website. In other words, if you are an accountant based in Brighton, you would want anyone who typed in “accountant Brighton” to find your website. This is a simplistic example, but we hope it illustrates the point.
If you are interested in hearing more or learning more from us, please do not hesitate to get in touch.
Written by Alex.S
Digital Marketing Consultant & Keynote Speaker @ Dragonfire Marketing