In short: What is Marketing?

Marketing is a process in which products or services are promoted through advertisement, in order to create a sale.

It can be a single person (as with influencers), a group of people, or entire companies, who is in charge of marketing a product.

You will get answers to questions like: 
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What is content marketing?
What is digital marketing?
What are the most typical forms of digital Marketing? SEO, SEM, PPC?
What is the Marketing Mix? Why is it important?
What is affiliate marketing? What are the benefits of working with influencers?

There are no rules, as to how to do marketing. There are many different ways of doing marketing, to reach new, potential customers — and nome of them are necessarily better than the others.

Let us just mention content marketing, digital marketing, marketing mix og affiliate marketing.  

These four types are of course not exhaustive — you will find a myriad of innovative og creative marketing strategies!

You can read more about the many forms of marketing on this page.

What is content marketing?

Unfathomable amounts of content is being product every single day: Blogs, pictures on Instagram and YouTube videos are all examples of content. However, not all content is content marketing. Learn the important difference here, and find out how to use content marketing to your advantage.

Content marketing is the strategic production of content to a specific target group. The content should be relevant and create value  — meaning that your taget group should benefit from reading/hearing/watching your content.

That is why good content marketing is based on carefully considered content.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” — Andrew Davis

As Andrew Davis rightfully points out, valuable content creates a bond between the business and the target group. In other words, your customers are more likely to buy from you, if your are reliable and trustworthy.

Content marketing for influencers

Good content helps to create reliability. Like Irina ‘The Diva’ Olsen, who through high-quality content promotes various products on Instagram.

She does not promote just anything. It has to be products that make sense to her followers — such as audiobooks. If she promoted irrelevant products, the result would be obvious: Her followers would stop following her.

People follow Irina for tips and inspiration for the modern lifestyle: An audiobook in your AirPods, while you prepare a wholesome meal from fresh avocado, cucumber, and tomatoes. This is content connecting directly with her followers.

And that is why it is so on point that she promotes the product. She manages to lead customers to bookbeat.dk — while strenghtening her own brand and image as an expert on lifestyle.

If you, as an  influencer, want to take on content marketing, you should carefully consider:

• Target group: Who do you advertise to?
• Partners: Who do you advertise for?
• Branding: How can the advertisement enhance the narrative about you/your business?

At the same time, Irina's content marketing also strenghtens bookbeat.dk’s brand and image — and positively affect the company's bottom line. A perfect symbiosis, in which both parties help strenghten each other short term (increased revenue here and now) and long term (enhanced brand awareness).

Book a demo with Make Influence today!

Content marketing for businesses in partnership with influencers

If you are a company that wishes to market through content, cooperation with influencers is an obvious way to go. The Influencer will already have established a strong trust among the target group, that you may successfully tap into.

That being said, of course you have to be strategic in your partnership. So you might want to consider:

• Which influencer matches our general visions and values?
• Hvem henvender influenceren sig primært til, og er de en del af vores målgruppe?
• How do I secure a reasonable return on the investment?

Good content does not (sadly) create itself. This is obvious. If you need tips for creating good content that works, you can read further details in our in-depth blog entry on content marketing.

This is also where we look into concrete marketing strategies, such as the POEM startegy (Paid, Owned & Earned Media).

What is digital marketing?

Digital marketing is any type of business strategy that attempts to promote products via digital channels. Today, just about everybody has some presence on the internettet, so it makes sense to attract people's attention here. Read along and find out how you can use digital marketing effectively in your business.

Digital marketing is an umbrella term, covering a variety of different digital strategies for marketing. Examples include SEO (Search Engine Optimization) and SEM (Serach Engine Marketing) — but marketing on Facebook and Instagram can be considered digital marketing.

If you are considering whether you should take on digital marketing — well, then you probably should. According to Statistics Denmark up to 85 % of the Danish population have bought goods or services through the internet 2020. And 86 % have actively sought goods and services online.

So there is a goldmine of opportunities for you and your business in digital marketing — but you probably knew that already.

Let's have a closer look at some of the most areas of digital markedsføring, which include:

• SEO — Search Engine Optimization
• SEM — Search Engine Marketing
• PPC — What does paid advertisement cost (Google og Facebook)?
  
  

What is SEO? —Search Engine Optimization

One of the most central areas of digital marketing is SEO — Search Engine Optimization. In short, it is all about optimising your digital presence. That means it will be easier for customers to find you on Google.

Imagine a marketplace with different vendors, offering different producta and services. You want to stand by the entrance, so that the guests will see your products first. That is like ranking high on Google.

At the same time, you want to be in a marketplace where similar products are sold. You don't want to be selling clothes at a marketplace for computer technology. Guests come to this particular marketplace with the intention of buying technology  — not clothes.

In the same way, you need to catch the customer's search intent, when they type keywords in Google. Of course, that all sounds very simple. Reality is however, that many companies have not considered this at all, in their digital marketing — and when they do, they found out how tough the competition for the different keywords is.

Apart from that, the competition takes place on Google's terms  — which is to say according to their complicated ranking algorithms. The easiest way to handle those algorithms is through relevant and useful content — just like the easiest way to sell goods at the marketplace is by offering relevant and useful items.

By incorporating this into your strategy, you already have a head started compared to most of your competitiors. But like the marketplace, you can also achieve the best stands by paying the owner. This goes for Google, Facebook and Instagram as well.

Here you can reach favourable positions in search boxes and social media feeds through paid advertisement. This is known as SEM — Search Engine Marketing.

What is SEM? - Search Engine Marketing

Search Engine Marketing is paid online advertisement. Where SEO focuses on accelerating the organic traffic to your home page/profile, SEM aims to increase both paid and organic traffic.

So you pay Google et vis beløb for dermed at rangere højere i deres søgeresultater (også kaldet SERP — for Search Engine Result Page).

These are marked by Google as “Ad”, in Danish "Annonce", as shown in the shot below.

Each time a person clicks on chapter.dk or nextory.dk via the highlighted add links, Google will claim the agreed amount. So you pay per click. This is why this form of marketing is known as pay-per-click (PPC).

It is possible to advertise on på Google with PPC through Google Ads. The same goes for Facebook og Instagram — through Facebook Ads Manager.

PPC — What does paid advertisement cost (Google og Facebook)?

The cost of PPC varies a lot from person to person, and from business to business. If there is tough competition on the given keyword, the cost obviously will be higher.

For Google Ads you have to pay on average DKK 6-12 kr. per click. In the course of a month, small and medium sized companies pay about DKK 50.000-60.000  on PPC.

Facebook Ads (including Instagram) bases the cost of your advertisment on your bidding model — that is, if you pay per click, per 1000 interactions, per like or per download.

Average prices on Facebook Ads:

• Per click: DKK 6.
• Per 1000 interactions: DKK 43.
• Per like: DKK 6.
• Per download: DKK 33.

Facebook Ads on Facebook and Instagram will also be marked as “sponsorered”, as shown in the shots below. If you want to know more about digital marketing, SEO, SEM and PPC, you can read more about it in our blog on digital marketing.

What is marketing mix?

When you hear the words “Marketing Mix”, you should immediately think of the four P’s: Product, Price, Placement and Promotion. Once you get a grip on them, you and your business are well on the way of  getting a successful marketing strategy established.

Marketing mix is an established framework — a sort of guide for which roads to take in your marketing. The best known spokesperson for marketing mix is E. Jerome McCarthy.

According to him, marketing mix are the four 4 P’s — which he defines as:

1. Product: This is your actual product or service. It is important that your product at least meets a need of your customer — otherwise even the best strategies within the other P's will be in vain.

• Typical strategies: product design, packaging, branding, guarantee and service.

2. Price: Quite simply, this is the price of your product. Here you may take into account the price you pay yourself, versus the price for the end user. Price is the only P i marketing mix that is directly connected to your turnover.

• Typical strategies: Strategy for pricing, discounts, offers and payment methods (do you, for instance, accept only Dankort, you may lose potential customers who prefer to pay by PayPal or MobilePay).

3. Placement: This is about where the product is sold. Placement is sometimes called distribution. It is the question of which places you choose to distribute your product.

• Typical strategies: Different ways of distribution: intensive, selective and exclusive. Choice of location for physical shops, as well as transport, placing of warehouses and logistics.

4. Promotion: This the general marketing of the product, including communikation, PR and media.

• Typical strategies: General marketing strategies, slogans, product placement, native advertisement m.m.

Why is marketing mix important for your strategy?

The four elements in marketing mix are the cornerstones of a solid business plan. The four P's continously interact.

If you take them all into account, you are well on your way to success. If not, you risk missing important areas of your business.

If you want to know more about the benefits of the four P’s (and the nwe four C’s), you can read more in our blog on marketing mix.

What is affiliate marketing?

You place a link on your blog, for an external webshop, with which you cooperate. Visitors to your blog clicks onto to webshop, and pay for an order. Then you make a certain amount — a commission — for each sale through your blog. This why it is also known a commission based marketing.

(Source: ThirstyAffiliates)

Affiliate marketing is result based marketing. This means, that as a business owner, you only have to pay for actual sales.

As an influencer it means that money will land on your account at each sale your partnership has generated, so no more accepting products from the webshop as payment!

“90% trust peers on social networks (even strangers); only 15–18% trust brands.” — Danny Brown

As a business and brand, it can be a great advantage to cooperate influencers. As Danny Brown puts it, people have a lot more trust in social media actors than in business brands.

And as you probably know, trust is a central element i marketing, and sale of products/services.

Benefits for businesses of working with influencers

Influencers have established a trustworthy image with a steady following on social media (like Facebook or Instagram). As a company, you can tap into this image, and benefit from reliability and the loyal following.

A good example of this form of cooperation is influencer Elina Ea Dahl, who works with Blux. In her entries, Elina supports the glasses from Blux.

Her followers are introduced to the product, and are maybe even inspired to achieve the same look as her — which is easy to get by buying the glasses.

Affiliate marketing on Instagram is marked by “Paid partnership with [business name]”.

Want to sell more together with influencers? Try Make Influence today!

Benefits for influencers of working with businesses

If you are an influencer like Elina, affiliate marketing is a smart way to secure a fair payment. Often an influencer gets “paid” with products from the webshop or goodiebags — which can be cool, but does not pay the rent.

That is why Make Influence has made a system for performance based influencer marketing. In that way, you as an influencer is secured a real payment  — while businesses are secured real results.  

If you wish to know more about affiliate marketing, please feel free to read our blog.

You may also read more via the link below, on how  influencer marketing may be a good investment for your business.

Influencer marketing with a focus on growing your business!

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