Digital marketing isn’t the happy and cozy advertising platform that most businesses imagine it to be. It is an ultimate war zone where every single business has to compete to get the most attention, the most likes, the most follows, the most web visits, he most interaction and the most positive feedback.
Just about every business has an online presence in our modern digital age which is a good thing on the one hand because it makes it so much easier for clients to get access to good service and products and it is absolutely fantastic for B2B deals. A buzzing digital world also means that there is a great possibility to reach more clients, make more sales and create a strong brand for your business. The downside to this buzzing digital business world is that your competitors are also out there giving it their all to attract the attention of your customers and all of the information sharing is making it quite challenging for people to really take note of your specific content.
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There is no question about the importance of a good digital marketing campaign. If you want a successful business, good sales, great brand awareness and good interaction with clients then you need to build a sound digital marketing infrastructure and you absolutely need to maintain and manage your marketing campaigns as well as possible.
The First Step To Creating A Marketing Campaign
It is quite hard to know where to start when it comes to digital marketing. Social media and a website is just the tip of the iceberg to a successful marketing campaign. To truly compete online you need to understand all of the following;
- You need to understand the different marketing channels at your disposal
- You need to be able to identify the most successful or profitable digital marketing channels
- You need to know which marketing channels are best suited for your business
- Be able to create a marketing plan for your chosen marketing channels
- Learn to identify your target audience and target your marketing towards that specific audience
- Identify the latest trends and stay on top of the latest marketing strategies and methods
- You need good analytical skills so you can analyze the success of different marketing strategies
- And finally, you need to be able to adapt your marketing plan and stick to the techniques and channels with the highest success rate.
So What Are The Different Marketing Channels?
There are quite a lot of marketing channels at your disposal today and simply not enough time to market your business on all of them. To be frank, many of these marketing channels won’t be successful for your particular business. It is important to identify the channels that will result in the best conversion rates for your unique product or service. Here are the top marketing channels to consider;
This marketing channel simply involves sending messages like newsletters and promotions to your existing client base. Email marketing is incredibly important for staying in touch with all of your previous clients so they will continue using your products or services.
Paid Per Click advertising involves paying to boost your website ranking. Basically, you pay Google AdWords to boost your web page ratings so your website will appear higher on Google’s search engine results and stand a higher chance of getting traffic. With this method, you only pay for every customer that visit’s your website after searching certain keywords online. Because you only pay per click this marketing channel provides customers with great marketing value for money.
Search Engine Optimization involves using several techniques and methods to boost your website ratings and organic traffic naturally. With SEO you focus on your website design, layout, efficiency, load speed and the ability to function on multiple devices. SEO also involves building strong backlinks to your website through guest posting and interlinking, using the right keywords in content and content headings and it involves posting regular and top rated blog posts in order to boost your website performance and organic traffic.
Organic Social Media Marketing
Social media marketing is a must for any business. There are over 200 billion active monthly users on Facebook alone which makes this one of the most effective marketing channels. Organic social media marketing involves getting followers, likes and eventually website traffic without spending extra cash on your social media marketing. To achieve this you really need to engage with your audience and post captivating content.
Paid Social Media Marketing
It is hard to get effective coverage by just using organic social media marketing and that is where paid social media marketing comes in. By boosting certain posts or by using Facebook Ad’s you pay to promote your business and thus for likes, follows, re-shares and eventually website views. There are quite a few paid social media marketing channels like Facebook Ads, Twitter Ads, Instagram Ads and much more that businesses can use to boost product popularity.
This is a relatively new but very effective marketing channel depending on your type of business. The cosmetic industry, for example, benefits a lot from this type of marketing strategy. Influencer marketing basically involves contacting and interacting with popular influencers. This interaction boosts flow to your social media site and can be extremely beneficial if you can actually get an influencer to promote or rate one of your products or services on their social media sites.
The Steps to Creating A Digital Marketing Campaign
Now that you understand the basic essentials of a digital marketing campaign it is time to start creating your own campaign. You can check out the following steps to develop a campaign that suits your unique business;
Step 1 – Understand Your Own Business
The first step to creating an effective digital marketing campaign is to understand your own business, your business goals, your audience, your marketing needs, your budget, the resources you have at your disposal and the time you have at your disposal.
Know Your Business Marketing Goals
What are your business goals when it comes to marketing? How many monthly web visits would you like to see in the next week, month or year? How many new followers would you like to gain on social media? It is important to be realistic about these marketing goals but don’t set the bar too low because you want to be working towards improvement.
Identify Your Target Audience
It is important to know exactly who your clients are so you can market more efficiently and use paid digital marketing channels much more effectively. Find out where most of your clients likely live, what their general age is, what their likes are and research what these people would be interested in viewing.
Understand the Buyer Process
Every client needs to take certain steps to get access to your product. It is important for a business to know what these steps are so they can ease the entire process and line these steps with information that will encourage clients to commit along the way. A digital marketing funnel is invaluable for understanding this process because the funnel makes everything easier and help businesses discover their exact marketing process.
Identify Your Marketing Requirements
How much time do you have at your disposal for daily digital marketing? How many marketing channels do you want to use? How much time do you want to spend on each individual marketing channel? If time is not on your side then it might be wise to get a local digital marketing company to handle your digital marketing for you.
Establish a Marketing Budget
It is critical to establish a digital marketing budget. It can be easy to get carried away with PPE and paid social media advertising, especially if you like to launch a lot of ongoing promotions. With a marketing budget you will know exactly how much you can spend on a monthly basis so you won’t go overboard with the expenses. A marketing budget is also terrific for reminding you to also focus on organic marketing which will benefit you much more in the long run.
Identify your Current Resources
It is important to identify the resources at your disposal. Resources like your marketing channels, your influencers and more is important and resources like design skills or a good creative side is invaluable if you are looking for ways to save up some cash on digital marketing.
Step 2 – Time for Evaluations
With this new knowledge in place you probably have a lot of creative ideas for improving your general digital marketing campaign. But before you dive in and start promoting you should evaluate the current health of your marketing strategy.
Determine Your Current Fan Base
It is important to know exactly what your monthly website traffic is, how many followers and likes you have on all different social media sites and to determine your website ranking.
Document Your Evaluations
Create a simple spreadsheet and capture the result of your current marketing strategy. You should document your number of signups, users, paying customers, social media traffic and more.
Identify the Best Marketing Channels
Your existing result and traffic will help you find out exactly which marketing channels are best suited for your unique business. Check out what the conversion rate is for each social media site or marketing channel so you can determine the most successful possible strategy.
By evaluating and documenting your current business health you can quickly determine whether or not your new digital marketing campaign is working or not and you can easily keep track of your goals.
Step 3 – Create Your Digital Marketing Plan
It is time to start putting all of this new information that you have gathered to action by creating a new and revolutionized digital marketing plan. You can do this in four simple steps;
Decide On The Number Of Channels
Successful digital marketing takes a lot of time, especially if you are using a lot of different marketing channels. It is important to determine just how many marketing channels you can afford in terms of both time and cash so you won’t end up neglecting some of your marketing channels.
Choose the Best Channels
What works for one business doesn’t always work for another. It is important to choose the channels with the best result and to stick to these channels.
Create a Content Plan
Decide on the number of weekly posts you will be sharing on your marketing channels, draw up a content list for the type of content or promotional content you will be sharing and establish the best times to share on these different channels.
Create a Unique Look for Content
Brand recognition is one of the best uses or benefits of digital marketing. Your customers quickly become used to a certain way of doing things, a certain design and a certain look for your business. It is important to create a unique look for your content so customers can easily spot your adverts, recognize your business and find you easier online when they are looking to commit.
Step 4 – Implement, Analyze And Improve
Now it is time to put your new digital marketing campaign into action. Start using the channels on which you have decided, stick to your content plan and start spending on social ads. This new way of doing things has three major benefits to your business;
- You will be improving your content and the general appeal of your business
- Your digital presence will improve
- The new information and content give your audience something interesting and captivating to see.
Implement your new digital marketing campaign for a good while and give it your all during this time. Once you reached your time limit, start evaluating again. Identify what type of channels has the best result, what content your readers most likely want to view and what designs are visually more appealing. Use the successful marketing strategies.
You should also improve or replace marketing strategies that are not working and try to develop these ineffective strategies into a marketing strategy that has the result to match your goals.
A full service digital marketing agency will use all of these techniques and more for you and might just be a much better long term solution for your business rather than risk losing customers by doing all of your marketing yourself.