13 Sep D is for… Digital Marketing
Your A-Z of Marketing Essentials
D is for… Digital Marketing
Digital Marketing is essential in today’s world and every business should include it as part of their marketing strategy
Digital marketing has grown out of our consumption and use of data delivered mainly via the internet over a vairety of devices including mobile phones, tablets, watches etc.
Digital Marketing is essential in today’s world and EVERY business should be including it in within their marketing mix to stay competitive and stay visible. Embracing the tools of digital marketing can seem overwhelming to start with; there are so many to choose from and there is no guarantee that a particular tool will work immediately. However, the great thing about digital marketing is that it is completley trackable so you can identify your best route to market and ROI easily.
As the business owner or marketing specialist within the business, it is essential to have a digital marketing campaigns in place for growth.
Use these six steps to help you create, and implement, a successful digital marketing campaign:
Goal / Objective
As with any planning in business, starting with a clear goal set out will drastically increase your chances of success. Mapping out a clear idea of what you’d like to achieve whether that it’s an increase in sales, new customers or market share, you will find it much easier when it comes to planning, creating assets and analysing progress. For example: you may want to increase the traffic to your website by 20% this year. How will you do that? All campaigns crated must contribute to this target.
Having a defined goal will give you a clear focus so you’re not wasting time and money.
Depending on the size and type of business, you can then start to identify which are going to be the best channels to use to reach your audience.
Map out how you’d like your prospects to get to where they need to be. Use the AIDA (Awareness, Interest, Desire, Action) framework to define the process. How will a new propsect learn about you? What do you have, or what can you do, that will solve a problem your prospect has? What will you give them/share with them to hold their interest and make them look further? What call to action will you use to ensure they take the next step to doing business with you? Is there an offer available to guide them through the marketing funnel?
A lead magnet should be relevant to the product or service you offer that your audience needs. Examples of lead magnets include: eBooks, reports, white papers, surveys etc. The idea is that in return for your information, the reader needs to give you theirs bring them closer to doing business with you. This usually comes in the shape of a form on a landing page that the reader completes in return for your lead magnet. Once you have their information they can be added to an pre-definded and automated email journey, they can be called, they can be sent a letter etc. Each touchpoint guides them further down the funnel as you start to build a relationship with them.
Now you have your journey defined and your lead magnet in place you will need to drive traffic to your landing page or lead page. First start by thinking about the channels your audience are spending time on. Social Media (Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn etc.), email, your website and blog – desktop vs mobile viewing etc. Each of these should clearly show your marketing message. SEO, PPC, social advertising etc. will help to drive traffic to your page.
To ensure you have the best possbile chance of converting and keeping your newly won prospects don’t forget to follow up. Once you have their details they can easily be added to an automated email sequence to nurture your new relationship and showcase your expertise and how you can fix their problem. By adding telemarketing into your marketing strategy you will add the human element to your campaign which will allow you the opportunity to ask more pertinent questions that can lead to booking in a face to face meeting.
Create a monitoring system (or use your sales system) to track all activity. By tracking your activity; promotional costs, enquiries, conversions, value etc, your will be able to see which areas have been the most successful and your return on investment. Document all the digital channels used and log all activity – this activity should link back to, and help you achieve your objectives (for the campaign am dyour overall business objectives). Set milestones for review. If something is not working then this can be dropped and spend directed to the elements that are.
Michelle Roberts (MCIM), is the managing director and founder of The Creative Marketing Agency. She is trained in both digital and traditional marketing through the Chartered Institute of Marketing (CIM). She is also a member of the CIM and a Certified Practitioner in the Watertight Marketing Expert Community, both of which provide access to an additional wealth of knowledge and experience.