10 Things Any Digital Marketing Campaign Must Have
In 2010, there were more than 27 million small businesses in the United States. So as a small business owner, that means there's a lot of competition out there.
So when it comes to marketing, you'll want to do everything you can to differentiate yourself from the competition. One of the biggest ways to make this happen is through a strong digital marketing plan.
Here are 10 things any digital marketing campaign must have. Check them out below!
1. Clear Goals
Before you start any digital marketing campaign, it's important to decide on your goals. Without them, it's like going on a road trip without a map.
Another reason to set well-defined goals is because you can't measure your success without them. But when you know where you're trying to go, it's much easier to get there.
So before you start writing or designing anything, sit down with your team and decide what you're trying to accomplish with this specific campaign.
2. Well-Defined Strategy
Now that you have your goals set, it's time to decide on the strategy you'll use to get there. Your campaign strategy will be the groundwork for everything else you do after this point.
One of the biggest parts of strategy is deciding on the market you're trying to reach. What are the characteristics of your target market, including their gender, age, and income level?
Also, think about where your ideal customers live. Now brainstorm which channels would be best to use to reach this audience.
Is traditional media the right way? What about AdWords or Facebook ads? Perhaps an email campaign would work best.
Once you've done your research about your target market, it's much easier to know which channels to use. The one thing that's true is that it's never a good idea to try and reach everyone with the same campaign.
Instead, tailor your strategy to different groups.
3. Great Content
Next up in crafting your digital media strategy is solid content. Content is truly the core of your campaign because it's the message that you're sending to your audience.
Now let's be clear what we mean when we say content. Content is all the messaging for your campaign, including:
- Landing Pages
- Social Media Posts
- Paid Advertisements
- Blog Posts
- And any other marketing channel you're using
Also, think about the voice you want to use in this campaign. Is your brand voice serious and experienced or energetic and funny?
Every company needs to decide how they want their voice to be portrayed in the copy. This makes a big difference.
And if you want, our team of experts can help out with your content creation.
4. Target Keywords
Many digital marketing campaigns include an inbound strategy. This means that you're wanting people to find your website through Google and then to move through the sales process.
To make this work, you need to have specific keywords that you're targeting with your website's content. For example, imagine you're an owner of a Mexican restaurant in Chicago. You're starting a new digital campaign in an effort to book more birthday parties and other large gatherings.
To make this happen with an inbound strategy, you'll want to rank on Google for related keywords. These could include "good restaurants for birthday parties in Chicago" or "large group restaurants in Chicago."
Then, when people search for these things, your website will be what they find first. So decide which keywords or keyword phrases work best for your campaign and implement them.
5. Strong Design
A good campaign isn't complete without great design. You want your design to catch people's eye and help them understand your message.
If your message is great but your ads and other materials look outdated, they're not going to be effective. Your design should reinforce and match your copy.
Too many companies cut their graphic design budgets, but this is a crucial element for a successful digital campaign.
6. Optimized Metadata
If you're trying to use a blog post or landing page as part of your campaign, you need to optimize metadata. Metadata is the little snippet of information that shows up on Google when someone searches for your page.
You should optimize the page title with your keyword and location if relevant. You should also work on the meta description where you can give a little more information and a call to action.
Without these elements, your page will never rank for the keywords you want.
7. Another Digital Marketing Plan Must: Bold CTAs
In marketing, calls to action (CTAs) are incredibly important. Without them, your visitors have no idea what to do next.
If people see your infographic, blog post, or ad, that's great. But what's important is that they know what to do next: to purchase or to learn more, for example.
Have clear buttons and links that lead your visitors to a landing page that's clear and easy to fill out. Make sure your forms aren't too complicated and that they work well from a technical perspective.
These things will help convert your visitors into leads and customers.
8. Manage Your Leads Effectively
Some campaigns have the goal of lead generation. For example, you may have a free downloadable ebook on your website that can be accessed in exchange for an email address.
In this case, you're trying to grow your email list by giving away a valuable piece of content. But the eventual goal is for these leads to become customers.
How do you go from brand new lead to customer? Through a strong lead management strategy.
9. Sales Handoff Program
This one goes hand in hand with a lead management strategy. In too many companies, marketing and sales departments don't work well together.
Often marketing is gathering leads and sales has the job of making the eventual sale. That handoff between the two departments is crucial.
So in your campaign strategy, work with leaders from both groups to create a system in which qualified leads are handed off to the sales floor. This will improve everyone's efficiency.
10. Social Media Strategy
The majority of digital campaigns these days include social media. That's because so many people are using it. For example, more than two-thirds of American adults are active on Facebook.
It's also free to use from an organic standpoint and very cost-effective on the advertising side of things.
So as you're developing your campaign, think about ways you could include social media.
Now that you've read through these tips on creating your digital marketing plan, it's time to get started!
And if you have any questions, feel free to contact us. We're here to help!