The Fundamentals of Successful Digital Marketing
The approach to creating a digital marketing plan will vary based on the specific goals of a business. However, there are key considerations that will keep you on the path to success.
If you’re involved in digital marketing and in search of a strategy, follow this guide to keep you on track.
Establish a Realistic Framework
Before taking any action, you’ll need to outline your plan. This can be done in various ways, including content mapping, timelines, and editorial calendars. There are numerous tools available to assist with content management and planning.
The crucial aspect is to define realistic objectives while allowing for some uncertainty. Base your plan on a set of selected key performance indicators (KPIs) that are relevant to your strategy and goals. Without choosing a subset of metrics to underpin your strategy, you’re likely to deviate from your end goal. Keep the process as straightforward as possible when communicating and delegating, and set a clear timeline to keep the entire team focused.
Identify Appropriate KPIs from the Start
How are you setting your goals? You’ll need to pinpoint the right metrics to focus on to understand how you achieve your end results. Selecting the correct KPIs, those that closely represent your primary target areas, will help you stay on course and comprehend which of your marketing efforts are effective and which need enhancement.
Consider these factors when deciding which KPIs are best to use:
- How does a specific KPI relate to your objective?
- What exactly are you measuring?
- Is what you’re measuring connected to the actual user experience, and if so, how?
- How frequently do you need to monitor or report on specific metrics, and have you included this in your plan?
The key to setting these up effectively is to remember that it involves both data and human experience. This is pivotal in developing a sound sales and marketing strategy overall. You’re not just observing your traffic as numbers; you’re also observing humans. Focus on numbers that genuinely reveal the story of what your customers are doing, and use this data to make adjustments in the future. Ultimately, human behaviour significantly influences your return on investment, so always approach it from a User Experience (UX) perspective.
Grasp the Art of Building an Effective Funnel
You will already be familiar with the concept of a sales funnel. It’s a step-by-step outline of each phase of the buyers’ journey, typically divided into the following stages:
- Outreach: Incorporating activities such as Facebook ads, landing pages, explainer videos, infographics, and content marketing.
- Conversion: Involves social media, informative blog posts, case studies, and quizzes.
- Closing: Encompasses email series, reviews, and questionnaires.
- Retention: Comprises exclusive offers, whitepapers, emails, contests, and surveys.
The widest section or the top of the funnel is where outreach, engagement, and brand awareness take place. This is critical for attracting new traffic and re-engaging repeat visitors. At the top of your funnel, the emphasis should be on highly engaging content; it’s not only about sales but also about building relationships.
A proficient content strategist or digital marketing specialist understands how to guide customers through every stage of the funnel, aiming for a high conversion rate. However, this often requires practice, so don’t be discouraged if it doesn’t happen immediately.
Understand What Constitutes Effective Content
Content goes beyond excellent blogs, Tweets, and Facebook ads. There is much room for creativity, so it’s crucial to stay updated on technology and the latest methods of reaching your audience.
What truly makes for effective outreach and engagement is your ability to tell a story. Your strategy should revolve around an effective advertising campaign that delivers high-quality and valuable content.
That the content is relatable, relevant, and valuable to your audience.