Digital marketing is currently one of the most popular ways of growing companies with an established online presence, and they can be used to achieve many different things.
As a business owner, you may therefore be looking to create an effective digital marketing campaign.
Read on for a brief overview of how you can start to develop one.
3 Steps To Develop Your First Digital Marketing Campaign
1# Conduct a Situational Analysis
An old adage in marketing is that successful campaigns require a combination of art and science. In other words, developing unique and eye-catching content is all well and good, but if it is not tailored to the correct groups, there is only so much a campaign can achieve.
The first step of any digital marketing campaign must therefore involve a situational analysis of your business. An effective analysis of your customer base can give valuable information into who your target demographic should be, what type of content they respond best to, and which parts of the internet to focus on with your marketing campaign.
As this is your first campaign, you may initially be unsure at how to access this information without conducting costly and time-consuming market research.
Fortunately, much of this demographic information is now easily accessible through the use of Google Analytics. This is a free tool provided by Google which allows for instant access to information related to visitors to your website.
This is far from the only thing you should consider when conducting your analysis, however. Your analysis should also include information related to your company’s current digital position. This includes things like the quality of your website’s UI, your business’s presence on social media, and how regularly your website is updated.
2# Choose Your Approach
Once you’ve analyzed your business, it’s time to pick the methods you’ll use to enact your campaign. If you’re looking for an organic and long-term boost to your website traffic, for example, you may consider engaging in search engine optimization (SEO).
This will boost your rankings on popular search engines, thus increasing your likelihood of attracting visitors. Alternately, if you are looking for particularly quick results, you could instead utilise pay per click (PPC) advertising, where you pay an advertising agency for every time a user clicks on your ad.
The best PPC software can consequently increase your traffic significantly in a very short period, though it can also be more costly than other methods.
3# Specify What You Want to Achieve
Once you have got your strategy, the next step is to set clearly defined goals for what you want your campaign to achieve.
A common problem with digital marketing campaigns is that their desired outcomes are often not specified, or overly vague. This can lead to generic campaigns which lack focus in their design.
In addition, if you’re not precise in what you want to achieve, it will consequently be difficult to evaluate the efficacy of a campaign after its conclusion. You may therefore then struggle in developing improved campaigns in the future.
Digital marketing can help you accomplish many things, whether it be directly boosting sales, increasing your visibility in your market, or expanding your customer base.
Therefore, your goals should specifically reflect the area of your business you want to improve with this campaign. It is also important that your goals are measurable, so you can easily judge whether your strategy was successful or not.
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