Digital marketing is invaluable to any company. Even just one successful campaign yields so much benefits for any big or small brand — and you only need to do so much to achieve it.
For example, Heineken’s emotionally and politically-charged advertising video had garnered more than 17.7 million views, 138,00 shares, and 324,000 engagements on Facebook alone. However, social networks are just one cog in the system of digital marketing. Then again, Heineken made the pages of 625 magazines, which is a great publicity in itself.
Is it possible for your business to achieve this level of digital marketing success? If you know the rules of successful digital marketing campaigns, you definitely have the best chance!
Solidify Your Objectives
A great digital marketing campaign always has focus. Your business’ current marketing standing is your starting point. Your objectives are the destination.
Digital marketing campaigns can achieve the following goals for any business:
- Top search engine page ranking (SERP) result
- Improved email responses
- A huge influx of followers on social media
- Greater outreach and brand recognition
- And more!
The best thing about digital marketing is you can focus on two or more campaigns (as long as you can handle them effectively). However, the core of all these campaigns focuses on brand awareness/recognition, follower growth, conversions, and lead generation.
Identify Target Markets and Customer Personas
If you were talking to a non-native English speaker, then you will use a language this person is familiar with. Every person or demographic has a different set of needs, wants, cultural upbringing, and everything else in between. By defining your target market, you set all elements of your campaign from the vocabulary you’ll use to the ideas you’ll present.
Remember, you cannot target everyone, but you’re targeting individuals with the strongest need or desire for your products or services. In doing so, you create a customer persona.
Here’s an example to best describe how to create a customer persona:
You are opening a guitar distribution company in your area. An ideal customer is someone who earns enough to buy a new guitar at least once a year, loves making music, looking for great guitar brands, and want to test out new instruments.
Therefore, your guitar distribution centre can create digital campaigns that showcase the brands you have in stock, demonstration material, reasons to play guitar and make music, and more.
Use a Realistic Budget
True enough, digital campaigns are more affordable than traditional TV, print, and radio advertising campaigns. However, it doesn’t mean you can just pinch your purse and believe your campaign output is enough to generate the ideal results you’ve listed.
For example, you want your search engine marketing campaign (more on this later) earn you an additional $5,000 for your earnings each month. Every product you sell is about $100. Therefore, you’ll need to spend enough on advertising to earn you 50 sales every month.
In addition, you’ll need to set up or renovate your website, create content regularly, use website performance measurement platforms, and other tools, which require a space in your budget. Make sure to allocate spending and monitor performance wisely.
The Right Channels
Using social media to reach other business owners and executives isn’t as effective as using email, direct correspondences, and personal professional networks to reach them. While LinkedIn is the only exception, social media is a great space to share knowledge, e-commerce products, and even residential development services.
If you’re a business-to-consumer (B2C) company, social networks, emails, search engine optimisation for websites, and every possible channel works for your digital campaigns.
However, if you’re a business-to-business (B2B) company, you need to find spaces and networks where your target market operates.
For example, a legal agency specialising in business law will not advertise their services on television. Instead, they will rely on professional referrals from former clients or government referrals where possible. On the other hand, a business selling perfumes can use social media and a website for convincing and helpful content to their advantage.
Advertising Always Helps
Search engine advertising is helpful in raising business outreach and conversions. When you bid a budget for a certain top-level keyword, you’ll be the first search engine result when the user uses a part or the exact keyphrase.
On social networks, interests rather than keywords and keyphrases play a bigger role in serving advertisements. For example, Facebook determines a particular user to have viewed content about perfumes and fashion. If you are advertising a perfume brand, the social network will present it to this particular user.
Use Social Networks – They’re Free!
After you establish followers with your advertising campaign, you won’t have to run your advertisements so often. Most users will see your updates after they follow your account. In fact, providing additional information about your brand, offers, and other company details is free on social networks.
However, there are best practices to maintain a productive social media campaign. One of them is to update at the right time to optimize visibility and craft a perfect message that attracts and generates reactions or engagements from your followers.
Get On Your Electronic Direct Mail
The huge usage of smartphones has led to the revival of email as a primary communication tool thanks to pop-up notifications. If a user installs your app, signs up for your newsletter, or opts into a form in exchange for an ebook or free digital item, you are creating your email newsletter list — just make sure you’re ready for GDPR when you do this.
Think of yourself as a user. After signing up to get a free digital product, you get this email with the product and additional content that helps you maximise it. Once you tried the tips in the content, you realise you want something more — then, the address sends you helpful content the following day. You feel special and view your free product as highly valuable in the process.
Email marketing has its own set of practices, and you can even leave it alone through automation. Here’s how that works.
Work on Your Website
Your website houses your content. In fact, you can make it as a well-designed, customised journey that is an excellent experience in itself. In doing so, you improve brand awareness and perception just through your website’s design.
Technically, search engines rank websites with excellent user experience extremely high in its spectrum. If you optimize your website loading speed, you can get higher than the rest of the competition. By optimising other necessary aspects, you definitely boost your rankings effectively.
The content in the form of product or service pages, case studies, demonstrations, and blogs give your customers an idea about your brand personality, dedication to excellent workmanship, and workmanship in providing top-level solutions for interested consumers.
In addition, you can elaborate on your social media updates by linking back to your blog pages once you produce them.
Always Measure Results
The last rule of successful digital marketing is always measure your activities regularly. Taking a snapshot of all your activity performance is convenient with most digital marketing platform suites available today. In doing so, you see how much your campaigns have progressed, whether it is heading in the right direction, and which adjustments you need to make.
Great Campaigns Begin With Great Plans and Implementation
Everything begins with an idea — then, the rest relies on the implementation of this grand idea. The only difference with digital marketing is you can accurately measure your results and propel yourself towards the direction of your objectives. By following these steps, you can reach your campaign objectives and yield your ideal results.