Social media marketing. Email marketing. Marketing automation. Search engine optimization. Web conversions. Digital marketing buzzwords can be overwhelming when you’re trying to run a business of your own. Marketing, however, is crucial to the success of your business. Living in today’s digital age you need to be smart when thinking of ways to deliver content and stories to your potential customers on the platforms where they digitally hang out (social media), or if they’re searching the web, or reading email on mobile.
Whether you are trying to drive sales, build brand awareness, collect lead information, retain customers, or run promotions – an effective digital marketing campaign delivers the right content at the right time and place. With 1 in 5 small businesses not using digital marketing at all in 2017, let’s break down an effective digital marketing campaign into bite sized pieces to get you off the ground running.
Identifying an objective:
Every digital marketing campaign should have an object. The most common objectives are generating revenue, building brand awareness, and collecting leads. Start with a brainstorm session. Throw ideas down on a piece of paper with what is most important for your business success at that moment and future state. This will help in identifying what type of campaign to run.
Selecting a target audience:
Identifying a proper target audience is a main success factor in creating a digital marketing campaign. Think of target audiences as a group of people who are most likely to do business with you. If you’re already an established business, take a look at your top ten customers and find the commonalities between them (size, industry). If you’re a startup, take a look at your successful competitors to see what types of digital marketing campaigns they are running and who is responding.
Once you have identified your campaign objective and target audience, look at content. Content should align closely with the objective of the campaign. If you’re looking to drive revenue with a promotion, create an attractive promotional piece that is relevant for your target audience. If you’re looking to build brand awareness, create a piece of content that is easily sharable and tells a story.
How to deliver:
A lot of companies make the mistake of isolating their marketing to one platform. Effective digital marketing campaigns should deliver your content and achieve your objectives using multiple delivery platforms. Let’s explore the different platforms and when to use them:
Social media: Social media is a great place to run promotions, tell stories, and drive traffic to your website. Facebook, Twitter, Instagram, and LinkedIn are still dominating the social space in 2017; Pinterest and YouTube might be relevant depending on your business.
Email marketing: From Mailchimp to Constant contact, there are several useful tools to help small businesses manage their email database to send beautiful emails. Like social, email marketing does an awesome job telling stories, delivering promotions, driving traffic your site, and promoting traffic into your social sites.
Web marketing: Put yourself in your prospective customer’s shoes. Think about what it would take for you to make a purchase, fill out a form to get more information, or take an additional action. Your website should be designed with objectives in mind. Websites that are easy to navigate with clean design and clear call to actions are going to convert much better than a static page with stock imagery and a phone number.
Now that we have an objective, target audience, content, and delivery platforms identified, it’s time to launch! Think about the delivery platforms you are using and how to tie them together. If you’re running a promotion on Facebook, send the same promotion out with email and drive these leads to your website. The alignment between delivery platforms create consistency across your brand and increase the likeliness of achieving your objective.
Measurement and optimization:
This is likely the number one most important part of running an effective digital marketing campaign. Take a look at social, email, and web results. This data will give you real insights on how well your campaign is performing in achieving your objective. If you’re not seeing desired numbers, test different elements of the campaign and continue to monitor results. Take these learnings and apply to future digital marketing campaigns to consistently achieve more efficient and effective campaigns.
For most industries, gone are the days of cold calling and newspaper ads. Creating a marketing environment using multiple delivery platforms that are relevant with your target audience is a recipe for success in a digital world. Look at digital campaigning as less of running a single promotion on one platform and more of creating an environment where you can tell stories and deliver offers that are easily accessible to your customers and prospects.