If your marketing strategy includes a digital element, it is important to make the most out of your time and money to ensure that digital marketing is a real investment for your business. The following steps, if executed well, will ensure that you are utilising your resources in the most efficient way possible, whilst maximising ROI.
1) Conduct an audit
A good starting place is to conduct a brand and channel audit of your business. The purpose of the audit is to ascertain how your business is performing in the eyes of your customers.
Therefore, you can determine positioning and instigate any appropriate corrective strategies.
It will also guide you to align your offerings more accurately with the expectations of your target customers, and will give you insight on brand awareness, performance and perceptions.
2) Define your target audience
If you have not already done so, define your target audience, who are they, and more importantly what their needs are. How does your business offering fulfil those needs?
To get the best return out of your digital marketing, ensure that you are reaching the right people, with the right messaging, at the right time, in the right place.
Relevancy and context are key to attracting and converting new customers. Remember that every business is different; each has unique factors that determine how effective different marketing strategies will be. It’s impossible to account for all of these factors, but you can start by understanding the customers you are trying to attract and where they are.
Use Google Analytics to understand customer behaviours and performance of your activity. This should be a regular review through the lifetime of your activity not just at the end.
Social insights are another informative source to learn more about your audiences’ needs and interests.
3) Map out customer journey
Draw it out, add each touch point, digest and understand it and, more importantly, test drive it. Check for easy of use, are there any sticking points, etc. By using analytics, you can identify problems and create a solution to solve them.
Once drawn out, look at key conversion points, key drop off points and seek ways to optimise and improve conversions. This may be as simple as adding instructional text for the user to understand what they should be doing next.
Remember to keep the journey simple, concise and intuitive.
What happens post website visit? Don’t ignore possible retargeting opportunities and abandoned basket strategies. Understand that your website is not always the beginning of the journey and many things may influences individuals during the awareness and consideration phase of the purchase path.
4) Landing pages
Make your landing pages more effective by applying a CRO strategy to optimise the conversion of key entry points of your website. Improve bounce rate and look at ways to hold the traffic that’s been driven to these key pages.
Optimise to improve your PPC authority score as this will improve the price you pay per click (see next point for further PPC discussion.)
Include soft data capture and lead nurture opportunities (marketing automation strategies) and test your data capture forms – do you need to ask for all information up front?
The best strategies link the data capture into CRM platforms and personalised comms flows. Start simple and develop as insight and data has been gained.
PPC can deliver you instant results and help boost conversions. This is a good tactic to get those people who are near to conversion to purchase over the line or to raise tactical brand awareness.
Google AdWords can help you create impactful PPC campaigns, making sure every penny is used wisely. So after monitoring performance of different campaigns for at least 2-4 months you can get rid of what’s not working, and run optimisation campaigns across the account.
If your account is large and you don’t know where to focus your efforts, in order to drive return you should target your top 10% best performing keywords and focus on optimising those campaigns.
Use long tail keyword phrases to help keep costs down, ensuring landing pages support the ad cop. Rule of thumb is relevancy.
Then apply the following process model – measure, assess, adjust and release – repeat.
6) SEO / Content
Use content marketing to boost brand engagement
Unlike paid advertising, it’s technically feasible to get started in content marketing and SEO with no monetary investment. However, if you want to scale your strategy to a meaningful level, it’s going to take significant time and/or money.
Every new piece of content you produce will hold a lasting, semi-permanent value for your brand in terms of web real estate, referral traffic, and domain authority. Keep your content relevant to your audience and business and underpin with your brand tone of voice and values.
When customers visit your website, the first thing they notice is your content. Publish buyer centric content, such as white papers, infographics, web content, blog articles, podcasts, videos, and so on, to boost stickiness and engagement.
Introduce a soft data capture mechanic to pick people up sooner on the sales journey, and create action-based and behavioural-triggered comms identified along the customer journey. Support this activity with relevant communications workflows to aid with lead nurture and conversion.
7) Mobile optimisation
Google announced a few months ago that they were changing their index approach and going mobile-first, making it more and more important to consider this journey when testing to ensure return of your digital marketing spend.
From enquiry forms to file sizes, to ease of journey to find what they are looking for, speed is at the essence and actions are at the heart of this audience. Use analytics to see what’s working and, more importantly, what’s not.
8) Proactive social media campaigns
Do not do social for social’s sake; understand where your audiences are and focus only on those. Do not apply a blanket approach to content – remember that relevancy to your customer and relevancy to your brand is key.
Use demographic targeting where appropriate for paid activity and ensure to blend organic with boosted posts to drive awareness and engagement.
Use appropriate campaign objectives to ensure ads are optimised to the best ability and, always remember to be authentic and be real.
9) Email Marketing
Use email marketing to generate leads and encourage re-marketing, whether it’s lead nurture, abandon basket, or first point contact. Emails are still a powerful channel of choice for most brands, despite being overcrowded.
Make a sign up to email worth their while with discount or access to information benefits and always ensure that you measure and track your emails appropriately and make workflows based on interactions.
Top email marketing tips
- Don’t forget to target mobile audiences
- Create a subject line that compels buyers to open it
- Personalise content to target the right audience
- Fuel your content marketing through emails
- Email personalisation aims to target a particular audience, encouraging re-marketing and undeniably boosting engagement
- Use contextual marketing strategies to stand out from the crowd
For an audit of your current digital marketing strategy or to discuss your future plans, get in touch – we’d love to hear from you!
firstname.lastname@example.org 0333 123 0999