Search engine optimization is a dynamic field that continues to evolve with the changing landscape of the internet. As new algorithmic updates are released and user behavior changes with the...
A successful digital marketing campaign involves the execution of a marketing strategy across a variety of digital channels where a brand’s consumers engage. Dynamic and conversion-focused, digital marketing campaigns are time-consuming and involve efforts where data is exchanged through social media, email marketing, and the process of search engine optimization (SEO). If you’re unfamiliar with launching and managing a digital marketing campaign, stick to the following steps below to ensure that your approach is efficient!
Start by defining your goals
Every great venture begins with goals in mind, however, eagerness to see results might lead some businesses to launch digital marketing campaigns without planning. Since success can be measured by sales, traffic, and improved conversion rates, depending on the specifics of your business, you must consider what you’re hoping to achieve at that moment and long term.
Here are some examples of goals for digital marketing campaigns:
- Brand awareness: While there are several ways that one can measure brand awareness, word-of-mouth, following, and knowledge of said brand are a great start. Engagement and searches are two ways to message brand awareness as both of these actions signify consumers are on the hunt for your products and/or services.
- Social media following: A branch of brand awareness, when a business has a strong social media following, it shows that consumers are interested in your business. While it’s worth tracking followers, we recommend measuring the rate of increase, rather than the raw number. This is because many people unfollow pages as they lose interest, which could be related to the content you’re sharing.
- SEO: Search engine optimization (SEO) is a complex business process that relies on many factors to influence where your website appears when consumers are entering queries on search engines. One of these is the number of backlinks your website receives from other reputable sites.
Know your target market
While anyone and everyone have an opportunity to purchase from your e-commerce business, shoppers that have a use for or interest in your products and/or services are more likely to complete a transaction. This is why you need to use your resources wisely to ensure these types of customers can find your website. No matter your budget, crafting your marketing materials to appeal to the demographics of your business is an efficient way to build your online presence, versus simply throwing everything at the wall to see what sticks. Begin by establishing who’s currently buying your products and how they reach your marketing and eventually branch out via digital marketing campaigns to the customers you hope to reach.
Define your persona
An extension of the step above, a persona is the detailed description of your ideal customer. This includes knowing their age, possible occupations, wealth and class status, family situation, and other variables that will determine how likely they are to spend money.
While your target demographic is broad, your persona is more defined and detailed and often includes more information about their hobbies, interests, and/or personal lives. You might be thinking why is this information important for you to know? Well, it helps you to grow your business safely utilizing the current market but to expand your demographic by knowing more in-depth about the people that you want to be shopping with you.
Is there any other dynamic or traditional methods that you’ve used or plan to use to build up your digital marketing campaigns?