Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.
At Marketing Mantra, we talk a lot about Digital Marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about Digital Marketing. So, we decided to answer them.
What is digital marketing?
This is a huge topic, so let's start by defining exactly what we mean when we talk about digital marketing.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
Digital marketing is an umbrella term for all of your company's online marketing efforts. Lots of businesses leverage digital channels such as Google search, social media, email, online advertising, and their websites to connect with their current and prospective customers. Many companies focus on online (or digital) channels over offline marketing tactics because it allows them to reach their ideal target audience where they're already spending most of their time: online. From your website itself to your online branding assets and social media channels -- digital advertising, email marketing, online brochures, and beyond -- there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. Yet the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
What are the Types of Digital Marketing?
Here's a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.
1. Search Engine Optimization (SEO)
This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:
On-page SEO: This type of SEO focuses on all of the content that exists "on the page" when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
Off-page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website's loading speed — an important ranking factor in the eyes of search engines like Google.
2. Content Marketing
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
Blog posts: Writing and publishing articles on a company blog help you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content help further educate website visitors. It also allows you to exchange content for a reader's contact information, generating leads for your company, and moving people through the buyer's journey.
Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
Want to learn and apply content marketing to your business? Check out HubSpot Academy's free content marketing training resource page.
3. Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
If you're new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the platform as well.
On top of connecting social accounts for posting purposes, you can also integrate your social media inboxes into HubSpot, so you can get your direct messages in one place.
4. Pay Per Click (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include:
Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business's audience.
Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
5. Affiliate Marketing
This is a type of performance-based advertising where you receive a commission for promoting someone else's products or services on your website. Affiliate marketing channels include:
Hosting video ads through the YouTube Partner Program.
Posting affiliate links from your social media accounts.
6. Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:
Blog subscription newsletters.
Follow-up emails to website visitors who downloaded something.
Customer welcome emails.
Holiday promotions to loyalty program members.
Tips or similar series emails for customer nurturing.
Why is digital marketing important?
Digital marketing helps you reach a larger audience than you could through traditional methods, and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising, and enables you to measure success on a daily basis and pivot as you see fit.
There are a few major benefits to digital marketing. Let's dive into them, now.
1. Reaches People Where They Spend Their Time & Money
In 2019, the average Internet user has at least 7 social media accounts. That’s up from 3 just 5 years ago.
97% of US adults under 65 are on social media at least once a month. The vast majority are on it every day. Social media is strongly preferred as a means of customer care.
Although as many as 89% of customer messages are ignored by businesses.
22% of the world population is on Facebook. 62% of people in the US are there. 76% of Facebook users and 51% of Instagram users are on it every day.
30% of people on social media mention a specific brand when referring to milestones in their lives. Gen X is slightly more likely to interact with a brand on social media than millennials.
The trend right now is the average person spends over 2 hours a day on social media. Teenagers average 9 hours.
Social media is integrated into everything they do from school, to work, to entertainment, to hanging out with friends.
Social Media is where people are. But do people buy things there?
One of the top 10 reasons people say they’re on social media is to buy products advertised to them. They spend around 37% of their social media time interacting with branded content.
57% of Millennials say that social media has made the ads they see more relevant to them. 48% of people say they made their last online purchase as the direct result of a Facebook ad.
But only 45% of marketers think their social media efforts are paying off. There are definitely some winners and losers on social media. Just having a profile and sharing some content once in a while isn’t enough. You need a social media marketing strategy.
When you understand how to maximize your digital marketing ROI, you win big.
Social media marketing and advertising are only a piece of digital marketing. But it’s a very important one. Throughout this article, we’ll look at many kinds of online marketing methods. This will show the importance of digital marketing to your business.
2. Levels the Playing Field for Small Business
You’ve seen it happen before. A huge company like Walmart comes to town and wipes out 100’s of local specialty shops. Starbucks rolls in and mom and pop coffee and bagel shops close down.
We’ve seen the online equivalent of this with Amazon. It’s hard to compete with the name recognition or the millions that they put into marketing and reputation management.
That’s where the importance of digital marketing shines as a beacon of hope for small businesses. It’s the same for brick & mortar, e-commerce, and personal brands alike. Digital marketing actually allows smaller businesses the ability to hold a top-ranking position, like a client we helped outrank Amazon and Lowe’s using our AdWords services.
Digital marketing allows you to compete with your competition by exposing you to a wider audience on a much smaller advertising budget. When managed effectively, it gives businesses laser-focused control over where and how they spend their money. When you have this kind of control and the data to support decisions, you make smarter ones.
Continue to explore the benefits of digital marketing. Just how it levels the playing field becomes increasingly clear.
3. You can target only the prospects most likely to purchase your product or service.
When you run a magazine ad, for example, you definitely do some targeting. You know if your target audience reads that publication. You have some control over placement and size. You control the message within certain publisher guidelines.
That ad may reach 1 million-plus readers.
But what percent of this million is actually your target? A particular fashion magazine might have a demographic of 59% females ages 35-55. They may have some college education. And you know they’re interested in the type of fashion depicted in the magazine. But that’s a huge demographic.
One of the gifts that digital marketing has given us is the ability to dissect huge demographics. Whittle them down into very targeted groups to get super-focused on a specific kind of person.
Who’s that person? It’s the person most likely to purchase what you sell.
When you do targeting at this level, you create an ad that’s highly relevant to your target market. Because it’s so relevant, it connects on a level that more general advertising can’t. This connection gives it the ability to influence decisions. You do it without annoying traditional advertising techniques. You’re not showing the same ad thousands of times over a month’s period. Or interrupting someone’s program over and over.
So, what kind of targeting is possible with digital marketing? You’ll probably be surprised.
Let’s look at search advertising as an example. That includes AdWords. In this form of digital marketing, you target people doing searches on Google. Search results now account for about 64% of website traffic across the Internet.
For businesses who’ve put a strong focus on SEO (search engine optimization) as much as 80% of traffic arrives from search results.
Search advertising, aka PPC (pay per click) allows you to position yourself near the top of searches. That’s even if that’s not where your website would organically appear.
With search advertising, you can target people with a very specific:
Do this by bidding on search queries that represent these specific targets. Build ads and landing pages around them to convert that traffic.
You don’t spend thousands on one ad. And you can run ads indefinitely. So you can easily modify that ad to connect with different groups of people. You don’t have this level of control over who sees your ad with any other form of marketing.
4. Can Be Hyper-Personalized
We’ve only just begun to discuss the importance of digital marketing in regards to targeting. With email marketing, yet another important part of digital marketing, you can target almost down to the individual level.
We call this “segmentation”.
In some cases, you actually can get to the individual level. Marketers call this “personalization”.
72% of consumers prefer that businesses use email communication. This gives people a sense of control that makes them more comfortable signing up for your emails and buying from you. If they don’t like what you send them, they can just unsubscribe.
But when you send them content that is highly relevant, they stay on your list and continue to buy again and again. You can see where the importance of digital marketing lies in a repeat lifetime customer.
There are basic programs that will allow you to add a person’s name or certain information automatically to an email. But we’re talking about a much more advanced approach that’s proven its ability to get results for our clients, like the improvements in the chart below. That’s email segmentation, automation, and personalization.
With segmentation, you’re collecting data about each email subscriber. You use this data to sub-divide your list based upon certain traits or behaviors identified through analytics. Once, divided, send each segment content that is most relevant to that segment.
If it isn’t relevant, you don’t send it to them. And if you can make small changes to a piece of content to make it more relevant to a different segment, you do it to reach more people.
Automation allows you to send that content at the optimal time to obtain the desired result. It takes the repetitiveness out of the process.
You learn what this optimal time is through your data collection process. This time may be immediate. It may be a certain time of day. It may be sending a certain message before another one.
Finally, you have personalization. You recognize a person on an individual level. You are able to recommend the best products to them because you know their purchase history. You recognize that they just visited your website and abandoned their cart. You refer to them by name. They feel that you respect their individuality.
While these are 3 different things, when they work together they get results.
The Power of Segmentation, Automation & Personalization
According to MailChimp‘s extensive data, subscribers are 14% more likely to open emails that are segmented. They’re 101% more likely to click a call to action in the email. Segmentation reduces bounce rates by 5%. That’s a lot in email marketing. It reduces the unsubscription rate by around 10%.
But what about sales and revenues? Segmentation sounds like a lot of work. Does it have an ROI to justify it?
Aberdeen Research Firm found that conversion rates increase by 10% with segmentation. But not only are conversion rates higher. People receiving segmented emails spend more. Marketers saw a 760% increase in revenues thanks to segmentation.
Businesses who use automation to send these emails at the optimal time on average increase their conversion rates by 50%. Automated emails are 70% more likely to get opened and have 50% higher click-through rates.
A study found that businesses that use automation are 133% more likely to send out highly relevant content. In a typical email campaign, 75% of revenues are drawn from the segmented portion of the campaign. The rest comes from general emails.
It’s this relevance that gets these kinds of results and further proves the importance of digital marketing to a business. 81% of people who get an email that’s personalized based on past purchases buy again.
But segmentation and automation aren’t something that just any small business can do on its own. These do take an investment in advanced tools that take a lot of the monotonous, repetitive, and time-consuming work out of the process.
These programs are essential for running effective segmentation. But they’re often cost-prohibitive for a small business. This is yet one more benefit of working with a digital marketing company. It can carry the costs while allowing you to benefit from these state-of-the-art technologies.
Increasingly, businesses that succeed are using segmentation, automation, and personalization to do so.
5. More Advanced Analytics
What do you really know about how a TV ad performed? You can determine the best times for the ad to air and the best frequency if you do some testing. You might create a focus group to drill down on the data. But generally, you only know its reach according to the agency and whether it increased buzz, sales, or met a similar marketing goal.
Now, let’s look at the importance of digital marketing in comparison.
With digital marketing you know the following about your ads and users:
Whether they actually saw it. With TV ads, you don’t even know that much. They could have been in the kitchen or had the TV on mute.
If they interacted with it
If they liked it
If they lingered on it
If they shared it with a friend
If it prompted another action
If it led to a sale down the road (this is important when deciding how to best spend money)
You also learn much more about the people interacting with that ad:
Who’s most interested in your ads
What are they like
What makes them more likely to take an action
Who is easiest to convert
Who spends more
What do they do online
What terms do they use to find you online
Which websites do they visit that lead them to yours
All of this is pretty easy to track with free analytics software like Google Analytics. Or you can gain even more insight with paid tools. Use what you learn to cut costs where you aren’t seeing a return on investment. Increase spend and efforts where you get the best results.
Continue to streamline your campaigns to optimize your results.
You may still decide to shell out some money for traditional marketing. Many businesses like to have a mix in their marketing plan. In that case, the importance of digital marketing is how much you learn about who your customers are that carries over to other marketing methods.
6. Easy to Scale & Adapt
As with any marketing, there’s the initial investment required to get traffic flowing. But the importance of digital marketing to small businesses becomes very clear when you see how easy it is to scale and adapt as your business grows.
For example, with social media campaigns, display ads, and search ads you can choose a daily budget. You know exactly how much that campaign will cost you.
Now you begin to see amazing results. You don’t have to go in and renegotiate an ad spot to keep the ad running. Your ad continues uninterrupted. As you continue to convert that traffic, you just increase your daily spending and revenues with it.
If you got a massive order in from a customer and need to scale back to avoid getting backlogged, it’s just as easy to do that.
If something isn’t working in your marketing, you don’t have to wait for the ad contract to run out. You don’t have to start from scratch.
You’ve got the power. Just make that small change and re-launch the ad.
The importance of digital marketing lies in the fact that you can get instant results. Analyze data and make changes fast to reduce wasted ad spend and lost revenues.
This leads us to just how cost-effective digital marketing is for a small business.
7. Best Return on Investment
Email marketing has the highest ROI of any marketing method…period. It can get a whopping 3800% return. That’s $38 in revenue for every $1 you spend. About 20% of companies are seeing an ROI of $70 to $1 spent.
Email marketing is a conversion machine. But you do need a way to build your email list with quality subscribers. Then deliver highly relevant content to a subscriber’s inbox.
This is most often accomplished through a combination of social media marketing and content marketing. But these marketing methods have an impressive ROI of their own.
Content marketing can generate 3X leads for about 62% less than traditional marketing. Of course, when we say “lead” we’re not just talking about website traffic. These are people who are very likely to buy your product and become loyal customers as you nurture that relationship.
Social media’s ROI can be indirect at times. But a Forbes study found that companies using social media outsell 78% of businesses who don’t use social media. IBM found that a lead that comes in through social media is 7X more likely to become a paying customer. More likely to convert also means you’re spending less money trying to convert people who will never become paying customers.
As a small business, cost-effectiveness is your ultimate priority. You have to be able to stretch those dollars as you grow your business. Every dollar you spend matters. You need to know it’s going to provide you an ROI.
That’s the importance of digital marketing to small businesses.
8. Aligns with How People Today Shop.
88% of people consider online reviews an important part of the buying decision.
23% of people visit your business after reading a good review.
The average American spends over 24 hours a week online. For millennials and gen Z, 10 hours a day is the norm. This includes Internet time at work and school.
47% of millennials and Gen X don’t watch traditional TV. And 22 million people had canceled their cable by the end of last year. Magazine and newspaper sales continue to decline at a rate of about 16% a year.
But on the other side of this, over 1 trillion online searches are performed each year. Google holds the monster share with 3.5 billion of these queries. 8 billion videos are watched on Facebook each day, most of them from businesses.
Indeed, most consumers now tend to look for products, services, or anything they want online. Most of them are also impatient and won’t go beyond the first 5 pages of the search results. So, you shouldn’t stop with just having an online presence. You have to be ahead of your competitors. This is how SEO works for your business. If your website is well optimized, then it will easily be discovered by users whenever they search for a keyword relevant to your brand.
From restaurants to doctors to bookkeeping software to commodities, the modern sales process starts online.
Whether it’s something a friend shared on social media, the result of a search query, or an email newsletter that they received in their inbox, it all starts here. The more touch points integrated your business is with the customer’s online experience, the most easily you grow your business.
You need an online presence to be relevant to the vast majority of customers. The importance of digital marketing is that it gives you that presence.
How to Be Relevant Online
To be relevant online today you need to:
Have a user-friendly website.
Invest in SEO so that you appear in search results from some keywords
Have at least one active social media profile where you engage with customers
Some paid advertising like AdWords, Instagram, or Promoted Tweets. It’s impossible to get found online without some paid media.
Reputation management. Know what people are saying about you. Solicit more reviews. When asked to review, most people write a positive review. When not asked, only unhappy people tend to write reviews.
Integrated touch points. All of the places that you’re online should work together. Engage your target customers both online and in your physical shop if you’re a brick-and-mortar business.
9. How People Prefer that Businesses Reach Them
People are tired of traditional advertising. They learned that they have a choice. 20% of 16 to 34-year-olds use an ad blocker online. Overwhelmingly, people flee websites that pop up annoying invites and ads when they first land on the page.
They’re choosing to consume media that doesn’t force them to sit through commercials.
It seems cliche. But people want respect. They want someone to provide them with information that helps them make informed decisions. They want to buy from brands that value what they value. They want you to be part of their conversations.
The importance of digital marketing is that it allows you to market to people in ways that show you respect them and value them as human beings.
10. Integrates Marketing with Mobile Technology
According to research by IBM, mobile transactions are increasing at a lightning-fast speed of 35% year over year. But it’s not just the actual buying and selling happening on mobile.
People are increasingly using their mobile phones as a kind of augmented reality layered over a business. They’re looking at reviews and product information while in your store. They may be ordering online or communicating with customer care en route.
A selfie they take in your store becomes a promotional opportunity for you. They may write a review for you before they even leave your office.
Integrate the mobile experience with the physical experience. As you do, the better your business will take advantage of these opportunities.
Send an alert to let someone let them know something they were interested in is on sale as they walk down that aisle. Use physical store behavior as tracked by their phone (with permission, of course).
With it, send more relevant offers. Invite someone to visit the store when geo-location shows that they’re in the area.
It’s clear. Businesses in the modern economy need digital marketing to compete. Online is where the customers are. It’s where they prefer that you reach them. Online is where the modern buying process begins.
You get the importance of digital marketing. But that doesn’t make it easy to implement strategies that get you the ROI you’re looking for. Find out how we can help you employ digital marketing to grow your business. Contact us to schedule a consultation.
How to Start Digital Marketing?
1. Define your goals.
When you're first getting started with digital marketing, it's critical you start by identifying and defining your goals since you'll craft your strategy differently depending on those goals. For instance, if your goal is to increase brand awareness, you might want to pay more attention to reaching new audiences via social media.
Alternatively, perhaps you want to increase sales on a specific product — if that's the case, it's more important you focus on SEO and optimizing content to get potential buyers on your website in the first place. Additionally, if sales are your goal, you might test out PPC campaigns to drive traffic through paid ads.
Whatever the case, it's easiest to shape a digital marketing strategy after you've determined your company's biggest goals.
2. Identify your target audience.
We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to target specific audiences – however, you can't take advantage of that benefit if you haven't first identified your target audience.
Of course, it's important to note, your target audience might vary depending on the channel or goal(s) you have for a specific product or campaign.
For instance, perhaps you've noticed most of your Instagram audience is younger and prefers funny memes and quick videos — but your LinkedIn audience tends to be older professionals who are looking for more tactical advice. You'll want to vary your content to appeal to these different target audiences.
3. Establish a budget for each digital channel.
As with anything, the budget you determine really depends on what elements of digital marketing you're looking to add to your strategy.
If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high-quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.
You can get started by hosting a website and creating content using HubSpot's CMS. For those on a tight budget, you can get started using WordPress hosted on WP Engine, using a simple them from StudioPress, and building your site without code using the Elementor Website Builder for WordPress.
With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.
For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus on building your organic reach, too.
4. Strike a good balance between paid and free digital strategies.
A digital marketing strategy likely needs both paid and free aspects to truly be effective.
For instance, if you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you're likely to see strong results within the first six months despite minimal ad spend.
However, if paid advertising is part of your digital strategy, then the results might come even quicker.
Ultimately, it's recommended to focus on building your organic (or 'free') reach using content, SEO, and social media for more long-term, sustainable success.
When in doubt, try both, and iterate on your process as you learn which channels — paid or free – perform best for your brand.
5. Create engaging content.
Once you know your audience and you have a budget, it's time to start creating content for the various channels you're going to use. This content can be social media posts, blog posts, PPC ads, sponsored content, email marketing newsletters, and more.
Of course, any content you create should be interesting and engaging to your audience because the point of marketing content is to increase brand awareness and improve lead generation.
6. Optimize your digital assets for mobile.
Another key component of digital marketing is mobile marketing. In fact, smartphone usage as a whole account for 69% of time spent consuming digital media in the U.S., while desktop-based digital media consumption makes up less than half — and the U.S. still isn't mobile's biggest fan compared to other countries.
This means it's essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on the go. As for your social media images, it's important to always have a mobile user in mind when creating them, as image dimensions are smaller on mobile devices and text can be cut off.
There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it's hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you'll be creating digital experiences that work for your audience, and consequently, achieve the results you're hoping for.
7. Conduct keyword research.
Digital marketing is all about reaching targeted audiences through personalized content — all of which can't happen without effective keyword research.
Conducting keyword research is critical for optimizing your website and content for SEO and ensuring people can find your business through search engines. Additionally, social media keyword research can be helpful for marketing your products or services on various social channels, as well.
Even if you don't have a full-time SEO strategist, you'll still want to conduct keyword research. Try creating a list of high-performing keywords that relate to your products or services, and consider long-tail variations for added opportunities.
8. Iterate based on the analytics you measure.
Finally, to create an effective digital marketing strategy for the long term, it's vital your team learn how to pivot based on analytics.
For instance, perhaps after a couple of months, you find your audience isn't as interested in your content on Instagram anymore — but they love what you're creating on Twitter. Sure, this might be an opportunity to re-examine your Instagram strategy as a whole, but it might also be a sign that your audience prefers a different channel to consume branded content.
Alternatively, perhaps you find an older web page isn't getting the traffic it used to. You might consider updating the page or getting rid of it entirely to ensure visitors are finding the freshest, most relevant content for their needs.
Digital marketing provides businesses with incredibly flexible opportunities for continuous growth — but it's up to you to take advantage of them.