The who, what, why, & how of digital marketing

Eric Siu is the CEO of digital marketing agency Single Grain, which has helped venture-backed startups và Fortune 500 companies grow their revenues. He"s also the founder of the marketing podcast, Growth Everywhere.

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In the ever-changing landscape of digital marketing, it can be hard to lớn truly examine what works—& more importantly, what doesn’t. A great place lớn start is by looking at the brands at the forefront of the digital kinh doanh world and analyze what worked for them. There is no need to lớn reinvent the wheel.

However, there is a lot of misinformation & poorly executed digital kinh doanh strategies out there. It can be hard, but not impossible, lớn execute a digital sale strategy that connects with your customer, increases your brvà awareness, và adds money lớn your bottom line.

So, to lớn help you get started, we’ve put together a danh mục of the top 11 companies we believe sầu have implemented a dynamic digital kinh doanh strategy that increased company ROI & added value lớn customers. The companies below are not just doing digital marketing—they are creating experiences & content that captivate their audiences và bring outstanding brand awareness. They are the best.


We have sầu also added a bonus section at the bottom of this post of four companies that are absolutely killing the social truyền thông world. Social truyền thông media campaigns are part of digital sale, of course, but these brands are doing such an impressive sầu job that we had lớn spotlight them.

Seeing is believing, so without further ado, here are our favorite eleven companies that are doing digital sale right, và four social superstar companions.

1. Zappos

Zappos, a leader in online shoe commerce, sets the gold standard for online customer care. In fact, their CEO wrote the book on it. It’s no shoông xã that they have a stellar digital strategy.

Not only does Zappos provide a 365-day money baông chồng guarantee, but they also have free shipping both ways as well, should consumers decide to return or exchange products purchased on the site. As a result, Zappos doesn’t have to lớn work hard to lớn market its online presence—its policies are so appealing to lớn consumers that shoppers are eager lớn sing the company’s praises lớn one another in a completely organic (và viral) fashion.

Of course, Zappos does still invest heavily in online marketing, & its social truyền thông campaigns shouldn’t be missed! Notice how they focus on what the customer wants & needs, not on what they want the customer lớn want or need. This is a key part khổng lồ any effective sầu digital strategy. Listen to lớn your audience and plan accordingly.

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The Lesson: Content sale is the way of the future, but it must be managed appropriately to lớn be effective sầu. Online content kinh doanh campaigns should strive sầu khổng lồ produce measurable results in proportion lớn the resources committed to them.

2. American Express (AMEX)

Plenty of companies talk a big game about “the communities” they’re creating online and the inherent value of the “online conversation.” However, very few actually create any community of value. Far from being all talk và no game, American Express puts its money where its mouth is by leveraging the value provided by industry experts on its xuất hiện Forum website.

Open Forum is a collaborative website, on which American Express invites guest authors from a variety of sectors to lớn nói qua their business knowledge và wisdom. The result is a content-rich mega-site that’s popular with the search engines, all created without American Express needing to lớn shell out cash to lớn nội dung contributors.

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The Lesson: The creator of your nội dung does not need khổng lồ be you. Find industry leaders that produce great nội dung, & ask them khổng lồ write a couple articles on your blog. It will build their audience và your traffic, as long as the content provides value. Good content kinh doanh strategies draw on a range of user-generated sources khổng lồ both grow online communities & minimize financial investment.

3. Mint

Entering the crowded personal finance niđậy (or any popular niche) is a daunting task for any new startup, but the approach that financial tracking tool Mint took proves that it’s possible to lớn stand out in a crowd through well-executed online sale strategies.

Although the company was a relative unknown amongst its more popular predecessors, Mint committed lớn a digital strategy publishing hundreds of high-unique content pieces, from informative sầu blog posts khổng lồ viral, attention-grabbing infographics (like A Dude’s Guide lớn Not Going Broke during Wedding Season) to lớn grow their business. As a result of Mint’s digital sale efforts, the tool gained a massive sầu online following before being sold khổng lồ Intuit for a whopping $170 million.

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In a podcast on Growth Everywhere, Neil Patel discussed why he spends up to lớn $30,000 dollars on nội dung & gives it away for không tính phí, và how it is all worth it in the kết thúc.

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The Lesson: Investing in nội dung sale often requires significant amounts of time and money, but committing to lớn content production và high-chất lượng standards can build substantial market attention in a short period of time.

4. Dollar Shave Club

Shaving is the epitome of a boring routine, right? If you answered “of course,” then you obviously haven’t seen Dollar Shave sầu Club’s now legendary launch Clip. DSC shook the notion of its drab, buttoned-up industry & kicked it out the window.

Today, this company has over a million subscribers, its promotional video has been viewed over 24 million times, & it was recently acquired for $1 billion by Unilever. During their hyper growth, Dollar Shave sầu Club continued to lớn nói qua cheeky content such as “Is It Bad to Pluck Nose Hairs with My Fingers?” và “Do I Really Need lớn Wash My Hands After I Pee?” These guys know how to lớn let loose & get attention.

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The Lesson: Don’t be afraid lớn have some fun! DSC doesn’t take itself too seriously (or at all seriously, for that matter). Everything from its kinh doanh to its onboarding, from its packaging khổng lồ its social engagement is lighthearted, silly, and tongue-in-cheek. And its customers love them for it. They’ve made something as tedious as buying razors và shaving hilarious và entertaining, và that’s what stands out in people’s minds.

5. The Wirecutter

Affiliate kinh doanh can be a bit sleazy, but it can generate big results when done properly & genuinely. The Wirecutter has mix the standard since its launch just five sầu years ago. Labeling itself a simple “menu of the best gadgets—lượt thích cameras và TVs—for people who don’t want to lớn take a lot of time figuring out what lớn get,” the site generated $150 million in e-commerce transactions in 2015 & was recently acquired by the Thủ đô New York Times for $30 million.

They write Reviews for products they love sầu, embed a links lớn buy it from someone like Amazon, và take a cut of each sale. Their Đánh Giá take anywhere from trăng tròn to lớn 200 hours to lớn complete, involving experts and other interested parties depending on the product. It works because they’re real.

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The Lesson: Trust more in the power of real people. Modern consumers are wary of ads, banners, và paid tìm kiếm results. They want real recommendations from real people. And that’s what The Wirecutter delivers with such sparkling success. They’ve made the nhận xét (a.k.a. the “ad”) the hàng hóa. People nội dung them, like them, & rely on them khổng lồ decide what to lớn buy. The only marketing they have to lớn bởi vì is sharing their top-notch Reviews. Their fans take care of the rest.

6. Slack

Slack is a collaboration tool that allows teams to communicate more efficiently and nội dung files, all on one easy platsize. They’ve sầu had a pretty spectacular rise, with 15,000 users at launch in năm trước, just north of 171,000 six months later, over 500,000 in less than a year, & currently sitting at roughly 5,000,000 (nearly one & a half million of which are paid accounts).

Their “secret sauce” is delivering a high-quality customer experience. The company responds khổng lồ 8,000 help desk tickets and up to lớn 10,000 tweets each month. Even their Twitter feed contains a bunch of 140-character #SlackTips.

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The Lesson: From day one, Slack has been about selling a solution, not a hàng hóa. They’ve sầu focused on customer experience, believing that one positive sầu experience does more than a big kinh doanh budget could ever hope khổng lồ accomplish. As their tagline says, they’re “on a mission to make your working life simpler, more pleasant, and more productive.” Make it all about solving your customer’s’ pain points.

7. Airbnb

Airbnb has changed the way we travel & look for accommodations. Launched when its founders couldn’t afford their rent, the site now boasts 100 million users, 2.3 million listings, & a total valuation of $31 billion in 2017.

Their sale strategy is aimed at getting both travelers & hosts for the platkhung. Its digital sale relies primarily on user-generated images & videos on Facebook, Instagram, và Twitter (highlighting the cities & properties in its stable), how-to lớn videos và posts geared towards owners, & popular thành phố guides. Their Instagram campaign matches humor with compelling images of different travel locations around the world, making it more than just a service—it’s a travel diễn đàn as well.

When it comes to social truyền thông superstars, Airbnb shines the brighkiểm tra. During a năm ngoái Instagram chiến dịch, the company received 13.3 million interactions và increased followers by 341 percent.

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The Lesson: Create demand for your sản phẩm or service by finding a topic related khổng lồ your business that’s interesting. For example, Airbnb is ultimately a crowdsourced khách sạn business, so interesting nội dung for them is related khổng lồ travel sites around the world. Generate interest with content, và the dollars will follow.

8. JetBlue

One of the biggest mistakes we see companies making when it comes lớn online marketing strategies is the tendency to post self-promotional materials only. Nobody toàn thân wants khổng lồ follow a company that can’t stop talking about itself long enough lớn post something of real value!

JetBlue, the popular discount airline, is one company that gets it. Instead of using Twitter to post fare discounts & special offers, the company uses its handles to lớn provide fast và easy customer service. In fact, the effect is so profound that nearly all the messages in the company’s feed include

Chuyên mục: SEO