Digital marketing is a hot topic and it is important to consider digital as part of your overall marketing plan, but don’t forget the basic rules of marketing. One of the most important points to note is that a digital marketing campaign is similar to any other marketing campaign and the fundamental marketing principles still apply. The same questions need asking and answering, the research still needs to be done. So what do you need to consider to ensure your digital marketing campaign is a success? This blog outlines four key questions that will exponentially increase the success of your next digital marketing campaign.
Some organisations have a very clear picture of their customer personas or target demographic, to use marketing speak. If you don’t then this is a good place to start. The more you know about your customer the more you can effectively target your activity. For example knowing where your customers are, allows you to group them by location (geodemographic segmentation analysis) and focus on the relevant locations. Digital marketing is the same, but instead of a physical location you will be focusing on a digital location or tool. This is referred to as creating a technographic profile, which is simply a map of the digital locations where your clients actively contribute. A marketing professor once told me “if you want to shoot ducks, then you need to go to where the ducks are”. For a business, marketing means working out where your ducks are.
Once you have established who you are trying to speak to the next thing to consider is what are you trying to say? What is the message? This will affect the channel chosen to deliver it. If the objective is to inform or educate your target group, then Twitter with its 140 character limit may not be ideal. If a longer word length is required then a blog post or journal article could be the answer. An article that is then tweeted and posted as a blog on your website and as a post on the company LinkedIn page could be very effective. The blog post will draw visitors back to your website, increasing your site visitors on Google Analytics and introducing new visitors to your website simultaneously. The article on LinkedIn will increase visitor numbers to the company page. Just make sure to collate the different numbers when reporting on your campaign. If the message is in relation to a new product or offering by your company then that may warrant a completely different approach so it is important to consider your message and the intended context in order to select the best channel to communicate it.
This, often neglected element of the process, can be the most important. Once your target group has read your intended message then, as a direct result, what do you want them to do? User experience experts refer to this as the intended call to action (CTA). Do you want them to make a comment, share an article, sign up for a newsletter, or purchase a product? Whatever the intended outcome, it is crucial that this action is obvious to the user. Click here, buy now, share or sign up here. The intended CTA should be highlighted and very clear, to the intended group. The intended action should draw the user’s eye and stand out from the page. Other CTA’s can appear at specific situations. For example, a pop up message displaying if an ecommerce sale is abandoned can provide valuable information as to why this occurred and possibly even rescue the sale.
When a customer has followed the CTA then you have done the hard part. Once the initial relationship has been established, then your company has obtained all the required information about that customer. It is vital then to build on and develop the relationship from a single interaction to an ongoing one. There are many tools available that can help you do this, from your website CMS to Google Analytics to your CRM and email marketing system.
Any digital campaign still requires these four questions, if you are not sure about the answers then this is a great starting point. Even if you think you have the answers it could be worth asking these questions again. One of the things that makes business so interesting is the rapid rate of change so the answers this year could be very different to last year. If your business needs help to ‘find your ducks’ online then get in touch with one of the account managers at OneClick and they can help you.