With the advancement of technology, digital marketing has become a powerful tool for businesses that provide both products and services. In fact, SEO (search engine optimization) leads to a 14.6% conversion rate compared to 1.7% for traditional outbound marketing (direct mail, print ads, radio ads, etc.). An increasing number of people are searching the web and reaching them online is more effective than a client-oriented approach.
If you want to stay ahead of the competition, sticking to a single marketing strategy is not enough. Pay attention to emerging trends and consider new techniques to reach your target audience. After all, making changes is vital to the development and growth of any business.
Here are five tips to get you started with digital marketing:
1. Set objectives –
Start by determining your main goal. What do you want to achieve? Do you want to be the “leading animal control service in Toronto?” Your marketing efforts will be based on your objective.
Once you know your goal, you can more accurately measure your return on investment. Without tangible targets, how can your business improve? You won’t know if you’re on track unless you set milestones for yourself and deadlines to achieve them.
2. Know your KPIs (Key Performance Indicators) –
Determining your intentions helps establish which actions can help drive your brand. This is a metric that measures whether or not your marketing strategy is working. KPIs have different uses for each business, but the basic idea is to evaluate important aspects of your day-to-day efforts.
Be realistic with your KPIs by examining previous strategies — collect information on past performance for your business, and brainstorm how you can improve upon your current efforts.
3. Identify your ideal customers –
You target audience consists of individuals who will most likely purchase your goods and/or services. However, many digital marketers tend to forget the importance of consumers (amidst KPI setting, goal searching, and choosing a marketing channel). Avoid this mistake by catering to your audience’ needs and satisfying them with your service.
How? Create a detailed “buyer persona:”
- Start by writing down the demographic details of your target buyers (e.g. age, gender, interest, etc.)
- Find out problems you can help solve with your service or product.
- Dig deep about your buyers’ wants, goals, aspirations, and fears. Record all of the factors that influence them (and might inspire people to purchase your product/service).
- Use the Google Analytics Audience Report to further identify the key details and interests of your target persona (e.g. career, location, etc.).
It is also recommended to interview your current customers and clients because they’ve already experienced your service or have purchased your goods. Most of them will likely illustrate your target persona(s).
4. Create an action plan –
This involves three major components: budget, marketing channel, and your team. It’s crucial to know your resources before deciding what to do next.
Identify your “means:”
- Budget – Look how your marketing budget was spent in the past. Are there specific channels that produced quality leads at a lower cost?
- Channels – Review your current marketing channels (print, social media, SEO, radio ads), choose which channels are more effective and if you want to invest in new ones. Expanding your outreach depends on your customers and if you have extra time.
- Team – Assess what your team is capable of achieving; avoid overworking them. Decide if you need to hire more people or outsource to a third-party company. Review current digital marketing activities and ask your staff for additional marketing ideas.
Now is the right time to audit the performance of your current digital campaign (if you have one). Decide whether outsourcing your online campaign might be a better use of time and resources — and whether you need to hire a digital marketing company in Hamilton to cut costs and increase your success.
5. Create and optimize your plan –
No matter how much you think about it, any plan will have successes and failures. Learn from both. Even with accurate data and extensive research, you can’t always predict what your ideal customers are thinking. It’s necessary to continuously optimize and review the performance of your digital marketing plan. Change channels if needed.
Try creating a marketing timeline using Google Calendars. Share them with your team so that they can make additions and changes. Promote various plans, assign tasks, and set deadlines. Note the digital channels essential to the success of each campaign. Finally, review your strategy and identify what works and what needs improvement (e.g. taglines for your ads, the times you’re posting content).
There are different and unique ways to build a dynamic digital marketing strategy. It’s a long-term game and seeing results takes time. However, it’s a solid, affordable plan that will improve your website traffic, get you higher rankings on search engine pages, and make sure your brand continues to grow.
By Louise Marie Mananquil
who has a passion for creative writing and enjoys being detail-oriented in her work. Working as an SEO specialist and copy editor has increased her ability to meet new challenges with an open mind. A degree in Industrial Technology (Major in Computer Technology) also made Louise “tech savvy,” and she prides herself on her ability to recognize the latest trends and technologies in the digital industry. She hopes to someday visit many of the best dessert places across the globe. She’s also a proud “parent” to six beautiful cats.