To create digital marketing, you need to visualize it on a macro level and implement on the micro. Here are some important things to consider while planning your own marketing campaign:
- Create your customer persona. Knowing who to target is key. You must understand your customers wants, needs, and pain points. Having a persona or personas allows you to tailor your strategy to them. Specific is terrific, and the more granular your data, the better your persona.
Location, income, age, employment, gender, goals, interests, and pain points help you form your persona. A robust persona shapes your digital strategy and supports you in understanding which channels to market to specific personas.
- Set time frames for your goals. While setting your short, medium, and long-term goals, be sure to align them with your business goals, as your strategic digital marketing goals should support your overarching goals.
Undefined goals without timeframes never get done. Make sure you have defined what you want to accomplish when you want to accomplish the goal and what tool you will use to measure the accomplishment – SMART goals. Metrics provide a brutally honest yardstick of what is and isn't working and can measure views, bounce, and open rates.
- Assess your online digital marketing strategies. As part of ongoing improvement, it's important to review your earned, owned, and paid media metrics. Are people visiting your website? Are they reading the articles? Where are your traffic coming leads coming from? Which media provide the best and most consistent results? Which provide the worst results?
Are your customers engaging on your social media platforms? Are your pay-per-click ads generating leads? If so, how many? Do they convert to sales? Making a continual assessment of your digital marketing efforts will help you understand what is and isn't working within each campaign.
- Set a budget for each campaign. Knowing what you can spend on each campaign will help you make the most of your marketing dollars and stop you from overspending. Remember to budget in your resources, including the number of people, the time needed, and the tools required for each campaign.
The idea behind these four steps is to see what is and isn't working, identify gaps, and continually modify your strategy until you reach your goals. Remember – such a process is not a race, but a marathon. Just keep running and success is inevitable.
We would love to help you with your strategy.