Surprisingly, almost half of the brands around the world don’t have a defined digital marketing strategy.
What makes this worse is 20% of companies have a marketing strategy but they haven’t integrated it properly.
With that said, the following are 5 tips that will help you create and integrate an effective digital marketing campaign that will upsell your brand.
Set your Organizational Objectives
Know what you want, and write it down as your mission objectives.
A fundamental purpose of your strategy
Once you have your end objective, then you can start worrying about designing a mission that will fit into this grand plan. It’s important to find the overriding objective of your marketing campaign.
Define your KPIs
Once done, it’s time to set and measure the KPIs.
You need to be specific here, as identifying these figures is key to any marketing campaign. Just be realistic with the KPIs because this assures you aim for a prolific increase in the potential results. Avoid setting your expectations higher. You need to identify a method that will help measure every KPI.
Evaluate Your Conversions
Use Google Analytics to evaluate your conversions. You can also use individual social media analytics to track engagement in order to assess the success of your marketing approach.
Chalk something up
We meant it, don’t take it only as a metaphor.
But this doesn’t mean you should go into a cave to plan your strategy. Instead, it means you better analyze your past success and failures to optimize the KPIs.
For this, you might want to choose a specific time period and analyze it.
For best, the time period you choose should be the same length as your proposed marketing strategies. Like for starters, make up your mind whether you will analyse last year, quarter year or only a month.
Make the most of Google Analytics
Specify the time you are going to analyse and set the Google Analytics calendar according to this timeframe. You can also try the Google Benchmarking Reports in Analytic account to compare your progress to your main competition.
Don’t forget the importance of analysing your competitor’s marketing strategy. For this, compile an analyse spreadsheet of the online work. Use SEMrush to identify the SEO strategy of your competitor; find out which keywords are driving the most traffic to their website.
A common mistake most marketers make is they forget to compare the organic and paid traffic of their main competition. Don’t do this, you should see how aggressive your competition is with the paid approach and its ROI.
Once again, you should ask yourself what else can you analyse at different intervals. There is a high chance you missed something, like testing the times you post content or what sort of images you use. These trivial details can help you to a great extent.
Put yourself in your Audience’s Shoes
Don’t get caught up in the planning so much that you forget your audience.
By this time, you must have identified your audience.
Most marketers forget to identify their audience when it comes to KPI settings, channel selection and budget fretting.
Avoid this mistake because the audience is the backbone of your strategy. You better cater to their emotional needs and satisfy their deepest desires.
You can do it if create a good plan and flesh it out with more audiences’ details. Just follow the below tips:
- Start with the very basics and record demographic information about your target audience including their age, gender and location
- Dig a bit deeper and identify problems that can help the target persona solve
- Delve in the emotional desires of your audience, aspirations and fears. You need to document this stuff in order to make work
- Dive deeper in the Audience Report of Google Analytics to learn the key characteristics of target persona including age, gender, career and much more
- When you create these personas, you better identify the people who influenced this persona. Again, this will help you filter your target audience better
Mind Your Resources
It’s important you mind your resources and stick to a budget.
Just identify the following and you will be fine!
Ride on the gravy train of your budget
- Set your marketing budget, and look at the historical data to point out stuff that worked before (channels, approach and content)
- Decide whether you will use a paid promotion or not
- Allocate a budget of marketing for each channel
Let your employees play freely
- Evaluate your team and assess what they can achieve, be realistic and assure no one is overstretched
Identify whether you need to hire more people (provided you have the means for it).
- Also, decide whether the effort will be done in-house or you will outsource certain elements of it
- Let every member of the team review the digital marketing activity, and brainstorm ideas for the future.
- The more autonomy an employee has, they will become more involved
Test your business acumen in determining the marketing channel
- Review the current marketing channels and finalise the ones you are going to keep. You can also choose new ones
- Clarify what each channel achieves
Stick to This Plan
Once you create a plan, stick to it.
The reason why most people abandon their strategy is that they don’t have the results they wanted. Nothing happens overnight, so you have to create a digital marketing calendar and mind the following:
- Create a timeline with Google Calendars, share it with your team member and let them edit
- Highlight key campaigns to create and promote throughout the year and allocate time for each one
- Document the digital channels to ensure success for every campaign
Once Done, review your strategy and change accordingly. With that said, come up with a measurement and monitoring plan (they should fit with the KPI).
Don’t forget to keep your eyes on the success of individual elements of digital marketing at continuous intervals. If something doesn’t work, isolate other elements and see what elements are not working. It is also better to revisit previous analysis, personas and budget allocation and then try something new.
In a nutshell, create a clearly defined KPI.