Digital Marketing

Assuming you have some basic knowledge about digital marketing, you would know there are many factors and channels that contribute to your business success. You can think of them as team players, where each contributes with a different move to help the team scores a goal (or a “conversion” in the digital marketing world).

There are 2 types of conversions; micro and macro… Sometimes the best way to describe something is by giving examples:

Micro Conversions

  • Facebook page like
  • A follow on LinkedIn or Twitter
  • Subscribing to e-newsletter
  • Downloading a product guide

Macro Conversions:

  • Filling an online lead capture form (B2B)
  • Buying a product online (Ecommerce)
  • Calling to enquire about the product/service (which is usually a miss-tracked macro conversion)*

On the last Macro conversion example, you must use a call tracking technology with multiple proxy numbers. Proxy numbers are temporary numbers that you can buy in bulk to track different traffic sources to your online properties. For example, when someone visits your website with a call tracking technology enabled, instead of the visitor seeing the default business phone number, he/she would see a unique number that tracks the source through which has come to your website.

Sorry for digression… Ok, so why it is important to understand and identify conversion types, i.e. Macro vs Micro, and measure them effectively?! Well this an FUQ (Frequently Un-asked Question) but I will explain here… As they say, if you can’t measure it, you can’t manage it – or can’t improve it!

If you don’t define the different types of conversions, then you don’t know what to measure and how to make your online results better!

So, what are the types for conversion measurement tools?

  • Web Analytical Tools (such as Google Analytics)
  • Built in conversion tracking on Ad Platforms (Adwords, Bing Ads, Facebook, etc.).
  • Custom tracking codes developed specifically for your website
  • Call tracking codes for phone conversions

The most simple method used by conversion tracking tools (to identify a conversion) is by using what it’s called a conversion pixel. This is a zero size image that gets injected into the HTML code of a web page on which a conversion would happen. When one visits that page, the image loads and is tracked as a conversion by the tracking tool for each load/visit.

So to go back to business, what are the benefits of macro-micro conversion tracking?

Let’s say you are running a B2B business (B2B is business-to-business), and your ultimate macro conversion is online form submissions from lead capture forms. What if you find that 80% of your customers buy your service/product only after subscribing to your weekly newsletter (which you are not measuring as a ‘micro’ conversion, or not measuring at all!). That may lead to changing your content priorities to put more focus on encouraging users to fill-in the newsletter subscription field, instead of trying too hard to ask them to call you or filling an online lead capture form (or adding the product to their shopping cart for ecommerce websites). Also, your CTA (Call to action) will change across the website to make the newsletter subscription more prominent and to have your messaging pointing to it. The same applies to the design of the website, and almost everything else that you have online will be influenced by this important finding!

Now, I hope you start appreciating the need for identifying all conversion types (macro and micro) and measure each one in aggregation (as a team) and in isolation to see how they perform together and independently to lead to your ultimate goals, whatever they might be!

Conversion types can be the most important factor in distributing your marketing budget, by gauging your willingness to spend for each conversion.

Let’s say you have a budget of 10,000 ($, Euro, or whatever the currency you use!), and using the story above, you may chose to allocate at least 80% of that to e-newsletter subscriptions (which is a micro conversion!) instead of killing your self to convince a visitor to contact you, while they would be be more likely to do so if they get kicked first by another player!

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The digital marketing map depicts the various elements that go into promoting a business online and the ways in which those strategies intersect with one another. To further simplify the complexity of the various elements involved in digital marketing, I am breaking them down based on importance and priority by using the tree-fruits analogy!


Ground Fruit

  • Email
  • Website

Email marketing and a website are two of the most basic elements of digital marketing. Your website serves as the foundation for every other element of your strategy. As you can see, every strategy in the diagram leads back to the red rectangle that represents your website. This indicates that the end goal of each strategy is to refer people to your website in order to promote conversions, brand awareness, etc.

Email marketing is one such strategy, as newsletters and other email lists categorize current and potential customers and keep driving them back to your website.

Low Hanging Fruit

  • Social Media
  • Paid Search

As the low hanging fruit of the digital marketing tree, social media and paid search represent opportunities to create a large impact with a minimal investment.

For instance, once you’ve decided to invest into a search campaign or social ad campaign, your ads will require ongoing changes and constant monitoring to make sure that they produce desired results. Also, paid search is a guaranteed way to start driving traffic back to your website and creates results faster than organic strategies.

Choosing one or two social media platforms to focus and on establishing your online networks there is another low-cost, high-reward technique. Platforms such as Twitter, Facebook and LinkedIn present themselves as opportunities to reach potential customers and increase brand awareness. Sharing updates and fresh content regularly on a handful of platforms will give you a strong presence without demanding a large investment. Of course, you will need an effective social media strategy to reap the benefits from this channel.

The lower portion of the map shows the way in which paid ads and organic social media content can be integrated. Using these two tactics together will simultaneously allow your content to reach new people (paid) while cultivating existing relationships (organic).

Mid-Range Fruit

  • SEO (Search Engine Optimization)
  • Content Marketing

SEO and content marketing are elements that fall under the mid-range category of digital fruits. These strategies require comparatively larger resource investments to develop, plan and implement than the aforementioned low-hanging digital fruit.

Unlike paid search, SEO is more complex and takes longer to achieve results. That being said, having a high organic ranking for industry terms is a huge advantage to have over your competitors. Taking SEO into consideration early is a smart choice as it takes time to build enough content, optimized webpages and referral links to have strong search rankings.

In terms of content marketing, it is more time consuming than creating simple social media content. Detailed pieces of content such as blog posts (articles), infographics and how-to-guides require a bit more research and time to prepare. While content of this nature takes time to create, its impact and value is significant. These elements help to establish your organization as an industry leader and get people in the habit of turning to it for information.

Distant Fruit

  • Analytics
  • Mobile

Toward the top of the tree you have the digital fruit that take the most time and planning to leverage. Analytics is an element that can be included in every other digital marketing strategy. From the simple analytic points such as social media engagement to tracking paid search conversions, analytics lets you determine whether or not you are achieving your goals.

Mobile components are also technical in nature and more difficult to implement. Apps, QR codes and local search as avenues for promoting your brand among mobile users.

The digital marketing map visualizes the basic elements of digital marketing and the points at which they intersect.


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Your Digital Marketing Strategy

What does the new year have in store for your business? When it comes to marketing, there are some trends to watch for, and this is also a good time to take a look back to find out what has worked for you.

What you need to know first and foremost is that the last couple of years have seen increased sophistication in digital marketing. It is an art and a science. A couple of years ago a business could get away with a basic social media campaign, some email marketing, a decent website and be doing okay. That is no longer the case. You must have a solid, focused digital media strategy this upcoming year.

Mobile First

This is a big one for next year. People of all ages do not go anywhere without their phones, not even to bed. The last couple of years were about being “mobile friendly” but that isn’t good enough anymore, now you need to think mobile first.


This is an opportunity to really shine as a company that puts their audience first. Creating useful web apps that allow you to better serve your customers is a trend to look for in the upcoming year.

Content Marketing

Yes, content is still king, but what does that mean? It means that it can’t be an afterthought. It needs to be well thought out and well managed. Due to the increased sophistication of content marketing, more and more businesses will either seek out the services of content marketing providers, or hire a dedicated team to do it in house.

Increased Personalization

It has never been more important to know who your audience is. More and more businesses are putting more resources into producing personalized content targeted at very specific audiences. There are a number of tools available to help you do this. Here are a couple of ways to approach this in the upcoming year:

  • Creating detailed avatars or buyer personas
  • Audience polls
  • Customer surveys

Email Marketing

This goes along with the above point. More and more businesses are sending out tailored email marketing campaigns, often “segmenting” their lists to address readers who are in different areas of the sales funnel.

Social Media

Being everywhere is important. There are so many channels and just picking two or three isn’t going to cut it. Facebook is still an important place to be, and so is Twitter and YouTube. Here are some others:

  • LinkedIn
  • Vine
  • Pinterest
  • Slideshare

It is important that you not neglect the other players in the social media field.

BTW, don’t waste your time on Google+ as it will probably die soon.

Visual Marketing

This continues to be a hot topic in digital marketing. Brands will need to continue polishing their skills in this area.

  • Infographics
  • Compelling images
  • Video

All of these need to be top-notch across all your content platforms.

Be Human

One trend to look for in the upcoming year is that digital marketing will become increasingly more entertaining and more “real.” People no longer respond to the hard sale or give in to aggressive marketing tactics.

People want stories, they want humor, they want to connect. In today’s increasingly digital age, there is danger in coming across as impersonal. Businesses must show their human side in order to earn the attention of their audience.

Driven By Data

You can’t rely on estimates or guesses any longer when it comes to measuring the efficacy of your digital marketing strategies. In-depth analysis of your marketing practices are essential in order to continue polishing your brand marketing and lead generation.


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When it comes to life lessons, nothing can truly teach you more than fishing. The patience, practice, and skill needed to be a professional, or least accomplished, fisherman are all traits that will serve a person well throughout their lives. Fortunately, fishing can also teach one plenty of lessons about being a businessman.

If you are looking for help on using digital marketing strategies and finding your target audience, then check out these seven tips below. You’ll be amazed at the vast similarities between fishing and finding your target audience on digital media!

1. Know where your targets are:

Much like fisherman, you can have the best bait, rod, and boat in the world, however if you don’t know where your fish are, then everything is done for nothing. Instead of casting your line out in empty waters, do some research and find the areas that your fish spend most of their time.

In the digital world, you need to research where your customers are online. Google, Facebook, LinkedIn, Pinterest, Twitter, etc.? Wherever they are, that’s where you should be casting!

2. Have bait that the fish will go for:

Market research is a critical element of any digital strategy, so you need to spend a significant time testing and ensuring that your online offering is something that your customers will want.

3. Give it a second:

Digital marketing takes time, but if you’ve picked the right spot then you can bet it will yield results. Instead of quickly drawing out and moving elsewhere, set a reasonable amount of time and be patient!

4. Study your competition:

Competitive fishing requires more than just knowledge about the fish and potential golden spots; it requires you to understand who you are competing against. Is the competition using a new type of rod that seems to be successful? Or perhaps their bait is unique? Understand why they are successful and use that to help improve your tactics!

5. Alter for conditions:

In fishing, the weather plays a massive role. If it’s too cold, too hot, or too windy, a good fisherman needs to know how to properly adjust. As a businessman, however, you need to understand what conditions in digital, social media and in the world are affecting your customers. Is a holiday coming up? Is there something in the media that is gripping the nation’s attention? Use that to relate with your customers and connect with them on a deeper level!

6. Stick with what works:

If a certain rod, bait, and fishing spot are yielding impressive results, then don’t change what works. The fish will tell you when something needs changed because they will stop biting, so use their feedback as a way to alter your strategy.

7. Trust your gut:

A good businessman should have an instinctive gut just like any intuitive fisherman. You can have every game plan laid out, every tactic thought through, but if your gut instinct is telling you to go with something – do it. Learn to trust your gut when it matters and you’ll find that most times it pays off big time to gamble a bit!

As a businessman and avid fisher, the correlation between the two became readily apparent a long time ago. Using digital media to reach your target audience is much like trying to catch a certain type of fish. You need to thoroughly understand your target, research the conditions, use methods that work, and trust your gut!

Feel free to contact me if you need help and advice with your digital marketing strategy. Hopefully, my years of experience in the online world and out on the waters can help you reel in those big fish!



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I was speaking to my nephew the other day, wanted to send him some info, and I asked him “what is your email address”? He replied “email! I don’t have one”. So, I asked “so how do you communicate online with your friends”…. he said, “We have Facebook“!!!

I felt so odd and shocked at the time.

Husam Jandal, Digital, Online, and Internet Marketer

So, we are talking about people who were after 1990. This is the generation that came to the world fully compatible with digital channels – someone like to call them “digital natives”. They use Facebook instead of email to communicate with their contacts, they are actively tweeting and engaging with their peers all over the world, equipped with the latest applications and mobile gadgets, constantly checking-in via foursquare, and can start a revolution with a simple fan page!

Those are the people who would take the world to the next level.

They are extremely competitive and ahead of the game, because they are digitally connected and savvy. Experience is not a pre-requisite for them to get the best jobs. Because they are leaps ahead in the digital space, able to speed-learn anything, they can be more demandable than their elder brothers and sisters.

Creatively is very natural to them, and time is a precious resource that they value a lot. Organizations would seek to have them onboard as early as possible, and sponsor their education and development.

So, as a marketer, what would you do to connect with generation Z? If they were part of your target audience, what strategies you would use to reach them?


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