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Apply these tips to your digital marketing campaign, or contact our expert team and we’ll be an extension of your marketing department.
1. Define your goals
Do you want conversions, followers, likes, responses to emails, to be #1 on Google searches? The options are endless in digital marketing but it is wise to decide what your main goal is going to be in your digital marketing campaign. If you want to send emails as well as run ads on Google and other social media platforms, consider hiring a digital marketing agency to help you out as this can be a huge task for a small business owner.
There are several different types goals you can focus on. Some important ones that you should be aware of are brand awareness, follower growth, conversions and lead generation.
Brand awareness should be high on your list. How many times have you told someone to search for something on the internet but instead of saying “Go search for it” you have said “Just Google it”? This is brand awareness at the highest level. When users start to use your brand name to refer to a generic term, you’ve made it. But it’s a long process to get there.
Gaining followers is not as easy as it sounds. Sure you can tell all of your friends and family to like your business on Facebook or follow you on Instagram. But you still need a digital marketing campaign. Here you can run follower growth ads on Facebook that target your specific audience and ask them to like your page. Send emails to your current clients asking for likes or follows. It is always a good idea to have something to exchange like a coupon or free gift.
Getting people to convert to using your product takes a lot of coaxing. If you want your digital marketing campaign to be focused on conversions you essentially want someone to see your ad or open your email and make a purchase.
Lead Generation is a step in the conversion process. If you are focused on generating leads, these users will become aware of your product and then let you know they are interested in learning more and potentially making a purchase.
With each of these goals there are various steps you will have to take in order for your digital marketing campaign to be successful.
2. Define Your Target Market
What types of people do you want to target? If you already have a website and are running analytics you can pull reports to see what kinds of people are shopping for your products. If you are just starting out you will need to do some research. You can check out your competition to see who they are targeting but don’t just target their audience. You should find a niche market to target that they might be missing out on.
You will need to first decide if you are targeting other businesses or consumers. No you cannot target everyone. Find your niche market. A successful digital marketing campaign has a well defined audience that is carefully crafted by you, the business owner!
You can survey your current customers on your own or hire a digital marketing company to do the research for you.
3. Develop Personas
Create a buyer persona for you brand. Describe this person in detail – what they do for a living, their annual income, family situation, age, likes and dislikes.
Say you are opening a craft coffee company in your local community. The average price of a cup of coffee is around $5. Your ideal customer will likely have a higher salary and have some disposable income. Let’s map out a persona for our future coffee business.
This is Steve. Steve is a 27 year old marketing professional who earns $80,000 a year at his job. He loves his local community and is always looking for a fun new place where he can spend the days he works from home instead of the office. He is very tech savvy and loves a good subscription box. Steve loves learning about the latest technology but also enjoys the outdoors. He spends his Saturdays shopping at the local farmers market and taking his dog for walks in the park. He hopes to one day have his own tech company. Although he likes to save money, he will often splurge on locally crafted food and drinks.
This is a short summary of an ideal customer for our local coffee business. When creating buyer personas, you should consider your customers’ demographics, fears, goals and their online behaviors. Creating these takes time, practice, and patience to get them just right. If you want to make sure you craft the perfect buyer persona,contact LYFE! We can get your digital marketing campaign up and running with little time spent on your part.
4.Define Your Budget
For any digital marketing campaign you will need to come up with a budget. Keep in mind that digital advertising is the cheapest form of advertising! We have already compared digital marketing vs traditional marketing if you don’t believe us.
If you are hiring a digital marketing company keep in mind that you will need to budget for paying for services as well as having a budget for running Facebook or Google Ads if that is something you are interested in for your digital marketing campaign. You can start by asking yourself how much revenue you want to see. This is where you need to set a reasonable goal. If you are running a Facebook ad campaignand you want to make $10,000 each month and your product margin is $100 you will need to generate 100 sales from this ad campaign. And with that in mind, you can set your budget based on the profit margin you’d like to generate.
Creating a budget is a big part of your digital marketing campaign. If you don’t know what you budget should look like, set up a time to talk it through with a social media professional.
5. Choose The Channels You Want to Use
In your digital marketing campaign you will probably want to utilize as many channels as possible. If you are a business to business company you should not be using the exact same channels as a business to consumer company.
You can advertise on social media sites like Facebook, Instagram, LinkedIn and evenPinterest. Google Ads are popular as well and can quickly get your company website to the top of search results. Don’t leave email marketing out of your digital marketing campaign. Sending emails is often neglected by companies but this is one of the best ways to grow your business.
A combination of marketing on social media channels, sending emails, optimizing your website and using Google to advertise can build a strong strategy if done correctly. With all of these strategies working together, there’s a lot of room for user error. Of course, you can learn how to build an amazing digital marketing campaign yourself, but wouldn’t it be easier to let a professional do all of the heavy lifting for you?
6. Do Keyword Research for SEO and PPC
If you are planning on running Google Ads (PPC) or optimizing your website for search engines (SEO) you will need to do some keyword research. Keywords are words that users type into search engines in order to find a product or service or answer a question.
If you don’t want to run ads you definitely want to make sure your site is optimized. SEO is free unlike PPC and is used to organically move your page up in Google search rankings.
The trick to finding keywords for your business is to put yourself in your customer’s shoes. Brainstorm a list of keywords that you think customers will be searching and then test them! You can type words into Google and let your search bar autofill like this. It will help you get an idea of what customers are searching for.