As a digital marketing consultant, what are the most common goals & pain points you hear from clients?

As a digital marketing consultant, what are the most common goals & pain points you hear from clients?






Businesses use digital channels like Google searches, social media, email, and websites to connect with customers or prospects. Consumers now spend twice as much time online as ten years ago. Consumption patterns have evolved, and offline marketing has lost effectiveness to the benefit of digital marketing.

Definition of digital marketing:

Maintaining a website or blog, social networks, or digital advertising are all examples of digital marketing tactics used to reach and engage an online audience.Web marketing has always had the purpose of connecting businesses with target customers at optimal moments and locations. Nowadays, you need to find your customers where they already are—online.

HubSpot specializes in inbound, a powerful way to bring in new clients, close existing ones, and keep the ones you already have around. A seasoned inbound marketer could be tempted to suggest that digital marketing and inbound marketing are the same.Before diving into the specifics of digital marketing, it’s important to get a firm grasp on marketing’s ultimate purpose.

What does it do, and why is it employed?

From your company’s website to the different aspects of digital communication, digital marketing covers a broad spectrum of tactics, content, and various marketing actions.

Could you please explain what digital marketing is?

From your company’s website to the various aspects of online branding (digital advertising, email marketing, web brochures, etc.), digital marketing covers a broad spectrum of tactics and content. The best marketers know how to precisely link each type of content and tactic to strategic objectives. The most widely used strategies and types of content are as follows:

Digital marketing techniques:

Search Engine Optimization (SEO):

It is about optimizing a website for natural referencing to achieve a high position in search engine rankings and attract more organic (free) traffic.

Content marketing:

It concerns the production and dissemination of various forms of information to raise brand recognition and traffic and generate leads or customers.

Inbound marketing:

Inbound marketing is a full-funnel approach to pulling in site traffic, generating qualified leads, making sales, and keeping existing customers happy with material published online.

Social media marketing:

Promoting content and a brand on social media to increase awareness, site traffic, and potential customers is called “social media marketing.”

Cost per click (CPC):

It’s a type of online marketing aimed at increasing website visits. When a user clicks on an ad, the distributor receives payment. Google Ads (formerly Google AdWords), used for paid search, is one of the most popular forms of CPC.

Affiliate Marketing:

With this sort of advertising, the website owner is compensated financially for recommending a third party’s goods or services to the site’s visitors.

Native Advertising:

These are adverts based on the content itself, published on a third-party site alongside free content. An example of this is BuzzFeed’s sponsored posts. Additionally, Advertisements on social media platforms like Facebook and Instagram are being considered by numerous brands. as native advertising.

Marketing automation:

The term “marketing automation” is used to describe a category of computer programmes whose purpose is to speed up and simplify marketing tasks. Emails, social media updates, and some website actions can all be automated, which is a time-saving and efficient practice.

Email marketing:

Businesses use email to communicate with their audiences. Email can be used in a communication strategy attached to a specific event or as part of a newsletter, where the appointment is more regular. It is used to promote content, special offers, or events and redirect contacts to the company’s website.

Online public relations:

Web magazines, blogs, and other content-based sites are all great tools for free online PR.They are akin to traditional PR but conducted in an online environment.

Online Events:

A strategy of online events via webinars makes it possible to develop the brand’s authority on a subject, enlarge its audience and generate leads.

Mobile-marketing:

In France, 60% of traffic is on mobile. Make sure you have a responsive website; your digital strategy will only be enhanced if your business has a mobile app.

Examples of digital marketing:

Some instances of online advertising initiatives are as follows:

Vuitton and Instagram Stories:

When Instagram launched its Stories format, Vuitton launched an extensive campaign featuring many photos of its models and its new walk-in collection. The stories have been seen many times, and Vuitton has quickly become an influencer account on Instagram thanks to its strategy on its social networks.

Video campaigns and ugly vegetables from Intermarché:

Intermarché also produced an exciting video campaign on the networks.

The video introduced a new concept: damaged fruits or vegetables would no longer be thrown away but sold to avoid waste. This campaign has generated a lot of engagement and a strong positive sentiment on social networks. Recently, Intermarché even made a recovery with ugly canned vegetables.

Spotify and its email marketing campaign:

At the end of the year, the Swedish company launched an email marketing campaign and took advantage of personalization. In an email, the company summarized for each user how many minutes had been listened to and which artists or genres of music were preferred. This campaign illustrates how to use data to create innovative digital marketing campaigns.

At first glance, these two types of marketing seem similar: both are deployed primarily online and focus on creating digital content for consumers. The difference is subtle.

Outbound tactics focus on something other than the relevance or reception of the messages broadcast. For example, the flashy advertising banners displayed at the top of many websites try to convince the visitor to acquire a product or take advantage of a promotion to which the latter is not necessarily sensitive. Inbound tactics, on the contrary, consist of attracting target customers to a website by offering them online content designed to be helpful. As simple as it is powerful, the blog, an inbound marketing tool par excellence, allows a company, for example, to capitalize on the terms searched by its target customers.

In summary, inbound marketing uses digital content to attract visitors, convert leads, close sales, and retain customers. The generic term digital marketing covers all online marketing tactics, whether inbound or outbound. At first glance, these two types of marketing seem similar: both are deployed primarily online and focus on creating digital content for consumers. The difference is subtle.

Outbound tactics focus on something other than the relevance or reception of the messages broadcast. For example, the flashy advertising banners displayed at the top of many websites try to convince the visitor to acquire a product or take advantage of a promotion to which the latter is not necessarily sensitive. Inbound tactics, on the contrary, consist of attracting target customers to a website by offering them online content designed to be helpful. As simple as it is powerful, the blog, an inbound marketing tool par excellence, allows a company, for example, to capitalize on the terms searched by its target customers.

In summary, inbound marketing uses digital content to attract visitors, convert leads, close sales, and retain customers. The generic term digital marketing covers all online marketing tactics, whether inbound or outbound.

The importance of digital marketing in B2B and B2C:

It’s possible that digital marketing could be beneficial for every business and industry. Whatever your activity, digital marketing invites you to define buyer personas to identify your target audience’s needs and create high-quality online content. Digital marketing strategies are different because they must meet the specificities of each company.

B2B Digital Marketing:

A B2B company’s digital marketing strategy tends to focus on generating leads to be connected with a salesperson. Thus, such a strategy attracts and converts the most qualified leads using a website and other digital channels to pass the baton to the sales team. Beyond the website, it is interesting to develop marketing activities on the more professional media frequented by the target clientele, such as LinkedIn.

B2C Digital Marketing:

To generate leads and sales without the need for a middleman, business-to-consumer enterprises have turned to digital marketing (depending on the positioning of the offer). It’s not just important for online stores, but essential for any type of business.

As opposed to traditional leads, businesses in the business-to-consumer sector are more concerned with shortening the time it takes for customers to complete a transaction once they first visit a company’s website. When selling a product to consumers, business-to-consumer (B2C) firms typically need to increase their efforts by focusing on the top of the sales funnel and (CTAs).