How To Set Up a Great Digital Marketing Plan

To gain a competitive advantage in their industries, today’s businesses need to put effort into digital marketing strategies. HubSpot reports a whopping 5.6 billion online searches occur daily. Most web users won’t bother to scroll past page one, maybe page 2. To achieve the desired level of visibility, it’s beneficial for businesses to develop a comprehensive digital marketing campaign. Here is a basic rundown of important steps to take.

Craft a Buyer Persona to Help Understand Your Consumer

Understanding your buyer is an important component of any marketing campaign. To begin developing your digital marketing campaign, identify your target audience and fill out their basic demographic information; you may have this information in your data or you may need to reach out and talk to customers.

Once you know your buyer, research to determine what specific needs they have, along with any current products or services they utilize. Look through your contacts database to pinpoint trends. In your research, you may discover you have more than one persona. Next, identify their pain points so you can optimize ways to present your solution.

Determine Which Digital Platforms Consumers Most Likely Use

Years ago, people obtained information about products and services through TV, newspapers, and radio. While these channels still reach some audiences, the majority of consumers are online. Even if they hear about a company through traditional channels, they’ll still hop online to do more research.

When researching buyers, learn where they spend their time online. Do buyers play video games, use streaming services, or social media? Are they using any special-interest or service-oriented apps? (e.g. fitness, home improvement, travel, etc.) Learning what digital platforms they use is key because it’ll help you strategically target marketing efforts.

Where to Target Marketing Campaigns?

Social Media

Social media marketing is worth the effort many digital marketing specialists invest time in—and with good reason, since billions of users read and communicate on these platforms. Not only do businesses promote themselves on social media, but they can also obtain free advertising through shares and referrals. The platforms to focus on will largely depend upon your buyer persona(s) but smart efforts include Facebook marketing, LinkedIn marketing, and Instagram marketing, along with TikTok, Reddit, Twitter, and YouTube.

Pay Per Click (PPC)

PPC campaigns put your company in front of the eyes of web users by placing ads on web pages, and your business pays for the service when a user clicks on one of your ads. Use this in conjunction with display advertising, which enables you to combine text, imagery, and video, along with a URL to lead the consumer to the exact page you want. PPC is especially helpful when pursuing retargeting campaigns which allow you to reintroduce your company to audiences you’ve interacted with before to help them transition from casual interest to conversion.

Email Marketing Campaigns

Email campaigns are extremely useful since you target people who have shared their email addresses with you, enabling you to send customized and personable marketing messages to them.  This is the primary resource used in both upselling and cross-selling goods and services to your current customer base.  

With email marketing you can start implementing a Marketing Automation campaign.  We discuss marketing automation in another blog post that we highly recommend you reading through.   Investing in a digital marketing campaign is well worth the effort. When organizations use these solutions, they have the opportunity to drive the subject back to their website or landing pages and better solidify the relationship.

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