Developing a digital marketing strategy needn’t be daunting if you understand how to set goals, evaluate the available channels and measure campaign success. Here’s how to start.
- Set specific goals
What do you want from your marketing? Generating interest requires different tactics to securing new leads or retaining existing customers, so you need to define your campaign objectives before you start researching marketing channels. You may even have parallel campaigns – one to create interest and convert that into new clients, for example, and another to engage with current clients and foster referrals.
It’s good to start with an objective, a defined timeframe or budget, and a way to track and measure progress.
- Evaluate different channels
Which is better, Facebook or search engine marketing? E-newsletters or LinkedIn posts? Each digital channel has its strengths and weaknesses, so you need to do your research. Look at typical demographics, including location, and also find traffic and engagement statistics by industry.
Decide which channels are most suited to your campaign. They may not be typical; for example, a platform such as Instagram is best for sharing interesting and inspiring photos and not generally suited to the broking industry, but if you have a plan to run a quirky image-based campaign to capture a channel virtually clear of competition, then it might be ideal.
- Learn the language
What’s the difference between an impression and a unique view? It’s a good idea to familiarise yourself with the language of digital marketing, particularly the terms that describe traffic and engagement.
Understanding the language will allow you to monitor your campaign in real terms, and will also help guide your spending if you want to set up a paid advertising campaign through one of your selected channels.
- Monitor progress and manage value
Once you set a budget and a time period for your campaign, you need to know whether it’s working. There are lots of measures you can use to determine the return on investment of your marketing activities; but which one (or two) are right for you? You can use figures, money or time as metrics, for example, for every X impressions/dollars/hours, you expect Y firm leads and Z new clients.
You may notice that certain channels deliver certain kinds of clients; perhaps you find your blog posts tend to convert high-value customers. Focus your efforts on the channels that attract the most desirable clients, and don’t be afraid to adjust your campaign to take advantage of new information.
- Extend your coverage
As with any kind of marketing, a digital campaign will have times of high activity and low activity. To maintain momentum during slower periods, develop a schedule of regular activity based on key dates or themes. The week of the Reserve Bank’s interest rate announcement might be a good time to post a blog on how it could affect loans, for instance.
Don’t forget about cross-coverage. You can use different channels to extend your reach, such as tweeting your LinkedIn post or promoting your blog via your e-newsletter.
Once you understand how different digital channels work and fit together, the planning and execution of a digital campaign is similar to other types of marketing. Sound strategy and measurable goals will be the backbone of your success.
For more ways PLAN Australia can help you plan and grow your business, contact us today.