What is Digital Marketing? A comprehensive guide for creatives, innovators and solopreneurs.

Whether you’re an innovator, creative, or solopreneur changing the game in today’s world, having a sound understanding of digital marketing and how to implement the right strategy for your goals is crucial. 

However, the reality is that most newbie solopreneurs and creatives don’t have a huge team of marketers on hand to break down the basics. If this is you, fear not. By the end of this comprehensive guide, you’ll have a clear understanding of what digital marketing is, how it can help you achieve sustainable success, which channels to use for your strategy, and so much more!

What is marketing?

Simply put, marketing is the process of promoting and selling products or services. This covers a range of aspects such as market research, strategy and advertising.

What is digital marketing?

Digital marketing is a type of marketing that uses the internet and online tools, such as computers, mobile phones, and other digital platforms, to promote products and services. This differs from traditional marketing, which relies on materials like pamphlets, billboards, and in-person events.

Types of digital marketing:

Whether you’re a full-time content creator or a business founder, there are lots of digital marketing options and channels to choose from. These channels each have their own advantages and disadvantages, and suit a range of business needs. 

While it can be tempting to choose the same marketing channels and strategies used by other businesses, finding the right channel for your unique offering can be much more beneficial in the long run.

For example, if you’re an innovator developing a product or service in a highly-regulated industry like financial services, then you may choose to focus on digital marketing strategies such as Search Engine Optimisation (SEO), to  build your credibility and authority online - rather than kicking things off with influencer marketing. 

On the other hand, if you’re in a more creative industry (like hair and beauty) it may be highly beneficial for you to launch a Social Media Marketing (SMM) campaign, utilising your client testimonials. There are several options to choose from. Some of the digital marketing channels available include: 

• Social Media Marketing (SMM)

• Search Engine Optimisation (SEO) - If you're looking to master SEO, check out our beginner friendly SEO Marketing Course.

• Search Engine Marketing (SEM)

• Email Marketing

• Content Marketing

• Affiliate Marketing

• Influencer Marketing

• And more!

The advantages: how can digital marketing help your business thrive?

For innovators and creatives running their own businesses and special projects, getting your digital marketing strategy right can catapult your business success - and thanks to the internet, that success can be global regardless of your size or budget. Let's look at eight ways digital marketing can boost business. Digital marketing can:

1. Increase your visibility and reach:  Thanks to the global reach the internet provides, digital marketing allows businesses to expand their reach across borders and timezones, no matter where you are in the world.
   

2. Help you build a credible and recognisable brand:  Whether you’re promoting a product or a project, effective digital marketing helps create and maintain a solid, recognisable brand. This is what differentiates you from your competitors, and helps your audience identify you in the crowd. Not only this, but it establishes trust with your audience, and can even position you to command a premium price for your products and services.
   

3. Help you to gain customer engagement:  Just starting out? Or maybe you’ve been in your field for some time? Either way, engaging with your audience is a great way to build relationships and credibility. For example, if a personal trainer wanted to launch a new line of fitness apparel, gathering feedback on some mock ups online can be a great digital marketing strategy to help your audience feel more connected to the brand. This type of engagement fosters loyalty and can turn customers into brand advocates.
   

4. Increase your revenue:  Sales driven innovators will be pleased to know that digital marketing done right absolutely drives sales. By highlighting the benefits and unique selling points of your products, projects or services, you provide your potential customers with the information they need to become dedicated clients. 
   

5. Be extremely budget-friendly Digital marketing is often more affordable than traditional marketing methods. For example, setting up a social media account or a product landing page can be totally free, whereas hiring a billboard can be costly. This means with digital marketing you can reach a large audience without breaking the bank.
   

6. Provide results that are easy to measure and track One of the biggest advantages of digital marketing is the ability to track and measure campaign results. With analytics tools, you can see exactly how your campaigns are performing and make data-driven decisions, which can save you a lot of time and resources! Measurable results are essential for setting tangible growth goals.
   

7. Make your efforts much more targeted If you’re a solopreneur then it's highly likely you’re the CEO, the marketing lead, the finance team, the operations manager and so much more. You may often find yourself wearing many hats that can sometimes take you away from creating. This is where digital marketing can be a life-saver, as it allows for precise targeting. This means you don’t need to waste valuable innovation time on guesswork. Instead, you can tailor your messages to specific demographics, interests, and behaviours, ensuring that your marketing efforts are reaching the right people every time.
   

8. Help you tap into your inner innovator As the digital landscape continues to evolve, so does digital marketing. This is great for creatives and innovators who are keen to showcase something new. Digital marketing allows you to quickly adapt to new trends and find new and engaging ways to reach customers and promote your brand. This flexibility means that your marketing strategies remain relevant and effective.

Digital marketing done right can have a great impact on your business, however it’s important to note marketing isn't just about selling a product. It's about sharing your vision, establishing a brand identity, and building a loyal community. 

Common misconceptions about digital marketing

Now we’ve covered what digital marketing is, let’s clarify what it's not, so that you have a sound understanding. Here are some misconceptions.

Digital marketing is:

1. Only for big businesses:  Incorrect! Marketing is now accessible to businesses of all sizes, from large corporations to small startups and even solopreneurs. Thanks to the internet and the evolution of marketing platforms, connecting with customers and promoting your offerings effectively can be done regardless of your business size.
   

2. Only done on Social Media: Not true. Social media isn’t the only avenue you can use to market your innovations. While it is very common, there are plenty of effective digital marketing channels available that each have their own advantages and disadvantages. 
   

3. Always expensive:  While some marketing activities can be costly, there are many affordable options, especially in the digital age. For example, social media, content marketing, and email campaigns can be cost-effective ways to reach your target audience.
   

4. Guaranteed to provide immediate results:  No, digital marketing does not guarantee immediate results. While there are exceptions like ‘going viral’, marketing strategies typically require ongoing effort and adaptation as your goals (and the internet) evolve. For instance, SEO strategies often require a little time in the beginning to yield results, but as they accumulate over time, they can build a very robust funnel.
   

Practical digital marketing tips for innovators, solopreneurs, and creatives

Effective marketing builds trust and fosters relationships with your audience. It demonstrates a true understanding of your audience, allowing you to communicate with them in a way that motivates them to take direct action. Depending on your goal, that action might look like:

• Buying your products or services

• Engaging with your content

• Subscribing to your website or marketing channel
  

So, now that you know what digital marketing is, and how to do it effectively, let’s uncover six practical digital marketing tips for innovators, soloprenerus and creatives out there changing the game. 

1. Define your brand: Before you start marketing, take the time to define your brand. What makes you unique? What values do you stand for? A clear brand identity will guide all your marketing efforts.
   

2. Build a professional website: Invest in a professional website that reflects your brand and provides a great user experience. Ensure it's mobile-friendly and optimised for search engines.
   

3. Leverage social media: Choose the social media platforms that best suit your audience and industry. Post regularly, engage with your followers, and use social media advertising when necessary to boost your reach.
   

4. Create high-quality content: Depending on your marketing budget, you may or may not be able to publish tons of marketing content across multiple channels. We advise quality over quantity as you begin to establish your brand. Develop a content strategy that provides value to your audience, share your expertise and tells your story.
   

5. Utilise email marketing: Start building an email list early. With email lists, you can offer incentives for sign-ups, such as exclusive content or discounts, and send regular, valuable updates to your audience
   

6. Invest in SEO: Learn the basics of SEO or hire an expert to optimise your website. This includes targeting relevant keywords, improving your site’s structure, and creating high-quality content that attracts organic traffic. To dive deeper into SEO strategies, explore our comprehensive SEO Marketing Course.

In the world of innovation, marketing can be a huge catalyst for growth. By embracing digital marketing and leveraging its power to connect you with a worldwide audience, you can build a strong brand, and drive meaningful engagement with your customers.

Start small, stay consistent, and watch as your marketing efforts transform your business and bring your vision to life.