Deliver a Coherent Digital Marketing Campaign for your Brand
Planning a digital campaign falters when there is not cohesiveness and coherency in messaging. Inexperienced marketers run into this issue all the time. They focus too much on diversity of messaging in their marketing materials and end up with an inconsistent marketing plan.
Every digital marketing strategy needs a structure, no matter the brand or website. The purpose of planning a strategy is to identify what the aim will be, the digital initiatives you hope to pursue, which personas and audiences you will be targeting, and knowing what channels you’ll chase.
Coherency of a digital marketing plan starts with getting to know the marketplace. For every product and/or service and your brand as well, you’re going to want a good overview, a competitive analysis of some kind, and a realistic assessment for what kind of results you can expect. Though a digital marketing agency can help with developing and implementing strategy, this initial work is largely a responsibility of the business owner to come to the table with.
After you know what market you’re working with, identify clear objectives for your digital marketing. Some will want to increase brand awareness while others maybe seeking to boost sales, increase conversions, reduce lead generation costs, reduce customer acquisition costs, or something else. By knowing the goal, a digital marketing agency can then establish a pathway to get you there.
From there, let’s say you’ve decided you want to increase sales and this will be your primary business objective. You then need to establish clear digital marketing steps to get you there. For example, this might include conversation rate strategies, eCommerce cart abandonment improvements, increasing order size, and more.
Every digital marketing campaign needs to be monitored to ensure you’re not spending money on something that’s never going to work. Identify which key performance indicators (KPIs) you want to look at and use these as a map to judge whether a strategy is successful or not. Keep in mind it may take time for digital marketing to work its magic. That said, if you’re not getting the performance you expected, you may need to pivot to an alternative strategy.
Nevertheless, you want to identify reasonable performance targets across your KPIs as well as the time frame by which you expect them to be achieved. A digital marketing agency can provide some information on these points and how best to monitor a strategy.
For marketing to be successful, it needs to resonate with its target audience. Flesh out a full customer profile, identifying the types of personas you want interested, their emotional or lifestyle needs, the kind of information they want, the social media platforms they’re using, and any media preferences to keep in mind. By developing different audience personas, you get a better idea on how to relate to your target demographic. Developing marketing language, messaging, and materials from the perspective of what’s effective for your audience is key.
For anyone to get started on a digital marketing strategy, we hope these steps have helped to identify where to begin. Market research and competitor analysis, identifying business objectives and goals, analyzing the audience, defining individual channel strategies, implementing said strategies, and KPI-based measurement and monitoring are all points to remember. If you hope to partner with an agency to accomplish this, feel free to contact us today. Achieve amazing online marketing success by partnering with Unlimited Exposure, Toronto’s top digital brand development firm.