Digital Marketing Campaign – An Overview
Today, every business needs a digital marketing strategy to be successful. If you are not too confident but want to start an effective digital marketing strategy from scratch, here are some easy thumb rules. The very first thing you should do is to dedicate enough time to research. Initially, it may seem a bit difficult to understand all the elements of digital marketing but it is important because it will help you to reach the right target audience at the right time with the right tools.
OBJECTIVES OF THE Digital CAMPAIGN
The purpose behind research and planning is to help you find the objectives of your digital marketing initiatives. Before planning a campaign, try to find a SMART (Specific, Measurable, Attainable, Realistic, and Timely) objective for the best results.
A well-planned and effective digital marketing strategy is needed so that, by putting it in place, you are able to attract, convince and convert your target audience. And this will lead your customers to purchase your product or service. Unlike the initial digital marketing days where you just needed banner ads and e-mail marketing, you now have many digital marketing platforms and channels, like social media, e-mail, SEO, PPC, webinars, video marketing, podcasts, AR/VR, and so on.
Let us say your objective is to sell 15 to 20 new products every week or increase your revenue by 30%. Your goals may be sales, customer satisfaction, or profits, but the main objective will be to make your plan work from the word ‘go’ and you should be able to track, as well as to measure the performance of your campaign. Your SMART goals will give you a clear picture of what you should do to achieve them.
FIRST, DECIDE ON YOUR BUDGET
Before you even start researching, you should decide on your budget. You should know how much money you can spend before getting on with the campaign planning process. It will help you decide your goals, strategy, and the amount of creative content you should produce. Your budget for digital marketing will vary with factors like goals, revenue, position within the industry, the profitability of your strategy and tactics, and campaign.
You have to decide on vital aspects, such as how much you should spend on building brand awareness, how much you should allocate to specific campaigns and offers, how much you should set aside for SEO, and whether you should keep an amount of this budget for customer retention and so on.
You should have a clear budget for each segment. But, try to stay dynamic with your budget plan. Because, if you see that one campaign or channel is not generating very good RoI, you should be able to stop that spending altogether. At the same time, if you see that another channel is bringing in better results than expected, you may consider allocating some additional money to that one.
IDENTIFY THE DIGITAL CHANNELS
Before developing a content strategy, you should identify the primary digital channels you want to use. The channels you choose should match your budget, audience, and goals. For instance, if your goal is to drive 40% more traffic to your website, you can do so with PPC ads, which may provide you with an immediate boost. But remember, if you go for channels like Google Adwords, it can be expensive. So, use some cost-effective channels, like content marketing and SEO. These may take longer to get you the
expected results, but they will cost less and provide you with long-term and sustainable success.
Also while identifying your channels, find out where your audience spends the maximum time. For instance, if you are in the B2B segment, you may focus on such channels as webinars or LinkedIn. But, if your audience is young, you may consider engaging with social media influencers on Instagram. Try to find out ways of delivering value to your audience within their favored channels. But remember that your audience also cares about good creative content.
DESIGNING THE DIGITAL CAMPAIGN
A well-defined, clear, measurable, and attainable digital marketing plan helps you find out exactly what you want to achieve. While setting up your goals, you have to be as realistic as possible. Do add specific timeframes so that you can measure your progress. For instance, avoid setting vague goals, like improving digital customer experience, or updating your lead generation system. Instead, it would be better to set a goal like doubling your search traffic over the next 12 to 18 months. This will provide you with a certain
structure and deadline for setting up a milestone and taking specific actions, like getting a specific number of creative content, optimizing the website and conducting planned SEO outreach, and so forth.
WORKING ON VARIOUS STRATEGIES
Once you know your objectives (attract, convince and convert), you can start working on different strategies, like e-mail marketing campaigns, social media marketing, web optimization, SEO strategies, paid media advertising, and so on. The formats for attracting are diverse—you can do webinars, give special offers, discounts, promotions, and so on.
Nowadays, with an increasing number of channels to manage and the amount of information you get about your customers, you can use available marketing tools to help you automate your marketing campaigns. With these, you can create an unlimited number of campaigns with just a few clicks. You can personalize messages according to your buyer persona and can even convert them into clients, depending upon their interactions with your brand.
FINALLY, KPIS AND MONITORING
It is important to measure your campaign results with metrics and key performance indicators (KPIs). You should be able to compare the outcomes of your hard work on marketing to the baseline, as well as your initial goals. If the results are not good enough, you will have to adjust and optimize your digital marketing campaign and then measure it once again. As a marketer, you should be able to measure all the channels so that you can identify what is working for your brand successfully and what you should cut down on.
The right marketing KPIs help you to spot which campaigns and tactics are the most impactful and whether you are reaching your sales and marketing goals. You can track KPIs, like marketing revenue attribution; customer acquisition cost; digital marketing RoI; social media traffic, and conversion rates; mobile traffic; leads and conversion rates, and so on. These will help you effectively analyze your digital marketing strategy so that you can increase traffic, sales, and leads.
For the best digital marketing agency assistance and for your website’s content optimization, contact Orion Digital. You can call us or write to us for further information. We look forward to your comments and suggestions.