Learning about stories of business success is a great way to understand what makes a powerful and efficient digital marketing campaign.
Eric Ries, the author of The Lean Start-up Methodology, once said, “Instead of making complex plans that are based on assumptions, make constant adjustments called the ‘build-measure-learn’ principle.”
How do you put this into your digital marketing plan? Here are 10 easy steps to developing a bulletproof digital marketing strategy.
1. Set a SMART campaign goal.
Having a clear and actionable goal is the alpha and omega of a successful marketing strategy. What is it that you want to achieve?
- Create brand awareness
- Generate new customers
- Increase your keywords ranking in SERPs
- Increase your social media bases
Designing a fit digital marketing campaign is a lot easier when you can specify what success looks like to your business. Focus on quantifiable short and long-term goals. Lastly, remember to stick with one goal per campaign to achieve optimum results.
Be SMART. Make your goals Specific, Measurable, Achievable, Relevant, and Time-bound.
2. Have specific KPIs (key performance indicators).
Digital marketing KPIs provide immediate hindsight to your campaign’s overall performance. In order words, strong metrics and data will help drive better insights and overall increased results.
KPIs shift based on goals, campaigns, and timelines and may be platform-specific. Take these as examples:
- Brand Awareness – avg. session duration, pages/session, exit rate & bounce rate
- Lead Generation – number of clicks and leads, cost per click (CPC) & cost per lead (CPL)
- Keywords Position – number of keywords in Top 3-10, month on month ranking difference
- Social Media Bases – number of likes, engagement rate, number of reach, etc.
Strategic-operational KPIs alignment gives the organization a powerful tool to use when implementing change.
3. Align your campaign budget with your goals.
The digital marketing budget is highly relevant to how quickly you want to achieve your desired results. The faster you want to drive traffic or generate more leads, the higher the budget.
The good news is, digital marketing campaigns are measurable. You can always turn off campaigns that are not delivering ROI, and switch the budget over to highly performing channels and content. What is important is that you always study the results so you can eliminate costly opportunity losses due to budgetary restrictions or overspending but under-delivering.
4. Evaluate your past digital marketing campaigns.
If you have launched online marketing campaigns before, it will be wiser to review them and understand the following aspects:
- What worked and what did not?
- What did you learn?
- How can you improve?
For sure, some things worked well from those campaigns. Do not be shy to pick them up and repurpose the strategy. As we always emphasize, work smarter not harder.
5. Analyze your competitors’ digital marketing campaigns.
It is pointless going out in the digital space without knowing who you are going against. Doing a competitor analysis helps you benchmark your brand position against your competitors. It assists you in determining your strengths or strongest selling points and whether there are any chances to outperform other brands within your industry.
Identify the areas you want to compare. You can simply answer the 5 W’s & 1 H:
- Who are they targeting?
- What is their content strategy?
- What channels are they using?
- What kind of sales promotion are they offering?
- What does their product/service pricing look like?
- How are they performing?
Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes.
6. Know who you are targeting.
Defining your buying personas is one of the most vital steps in developing a digital marketing strategy. Buying personas are your ideal customers. These are the groups of people who are most likely to purchase your products or do business with you.
Start with describing your products or services – what customers’ friction points do you want to address? Are you going business to business (B2B) or business to consumers (b2c)?
There are several tools you can use to identify the behavior of the people who have interacted with your website or social channels. By using tools like Google Analytics or Social Media Insights, you can pinpoint exactly what your in-market audience is looking for. Use all of these insights to design a digital campaign aligned with your goals.
7. What is your campaign message?
You are only 3 steps away from launching an effective marketing campaign! Woohoo!
Now here comes the big question, What’s going to be your campaign message? Ultimately you have to create a message that would prompt your target audience to make an action whether that is buying your product, download your e-book, or book an appointment.
Apply the KISS principle. Keep It Short and Simple. Create a campaign message that your buying personas can relate to.
8. Pick the right channel.
Once you have identified your target market and decided on your campaign message, pick a channel where you want to be seen. Remember, just because there’s Facebook, LinkedIn, Pinterest, Tiktok, Adwords, etc. does not mean you need to be all across the channels.
Remember, you are using insight-based marketing, so capitalize on the power of information to make a wise decision. Set your parameters so you are not wasting a lot of effort crafting content for every channel. These might be:
- Go to AdWords if there’s a high volume search on the keywords you want to use
- Use Facebook, Instagram, Twitter, or Tiktok if you are launching a B2C campaign
- Use LinkedIn if you are going after B2B or targeting Job Titles
- Use Email Marketing if you are launching a highly personalized campaign
9. Measure your result.
Digital marketing is a wide and exciting landscape. Unlike traditional marketing, digital marketing allows you to immediately measure your success.
Go back to step 2 and remember what is your goal? Based on that, break down your parameters into 3 components (this depends on what channels you have used) and take note of the following metrics
- Brand Awareness
- Increase/decrease in site traffic
- Avg session duration
- Exit/Bounce Rate
- Pages Visited
- Track events
- Lead Generation
- # of website clicks, calls, and emails received
- # of sign-ups, contact form submissions, download of e-books, etc
- Cost per lead
- Social Fan Bases
- # of new likes
- # of post engagement
- Posts click-through-rate & engagement rate
- # of Post Reach
- Video View
10. Reflect. Repeat. Grow.
After gathering all of your KPI, you now have a good grasp of what worked and what did not. Repeat all strategies that delivered results and ditched all of those that did not. Do not be shy to conduct A/B Tests again, again, and again until you repeat your success.
Do you find this article helpful? Share it with your fellow marketers. Drop us a line if you need assistance in developing your seasonal marketing campaigns.