No one is saying you have to do everything, certainly not all in one go. But look, if you continue to segment your digital marketing efforts, you are risking underperforming on a grand scale.
It’s also easy to get stuck in one area, or not know where to turn to if your campaign’s not quite working out as you had hoped.
A lot of business owners get trapped into thinking that a little bit of SEO is enough and then get disillusioned with online marketing as it’s not driving the required ROI for their business. It’s something we see time and time again.
So in our season of celebrating digital marketing, we thought we’d share our ideas for a full service digital campaign…
At the very core of your campaign needs to be your plan, your strategy – if you walk into social media marketing for example without a clear goal, you are wasting you efforts. As my old business coach used to say, without a plan you are planning to fail…
Your strategy should be cohesive, and cover the core of your digital marketing goals – are you trying to drive sales, engagement, build your brand or increase inbound leads? Whatever your aim, having a well-thought-out and researched strategy sits at the core of your overall campaign and drives each element.
When you have your target audience well defined with specific client or customer personas, you build up a picture of who you are looking to market to – and how they might use the channels you are aiming to use, and even where your audience is.
We like to roll out a campaign, getting the basics in place first, then build on them and beging testing, analysing and learning, to further improve all areas of the campaign.
We design a sales funnel specifically to support the campaign, by giving repeated value in return for user details. With this in place on the website we look to capture details of visitors that adds them to a 3rd party marketing automation system. We partner with Active Campaign which is incredibly powerful and automate a lot of your pre-sales and build brand engagement, this is a must have.
Once we have been through the process of optimising a website to convert, learning, testing and continually improving, we know the efforts we put in to build targeted traffic are going to pay off, and not get wasted.
There are no industry standards as you what you can expect in terms of conversion rates, every sector is slightly different, as is every channel you market to. But a great place to start to learn is with paid advertising with AdWords.
You can quickly test and learn a great deal that can assist your continued SEO efforts, and you can get traffic coming in from day one. Don’t be fooled into thinking PPC is set and forget – far from it. The more you analyse and tweak, the more juice you can get from your campaign, driving down the cost per conversion.
We like to use a 3rd party landing page tool called Unbounce that lets us split test all manner of things to see what works best for our audience and the learnings from this get reported back to the search team. Typically over the first three months of the campaign we can drive the cost right down so you’re running at a level that’s giving the ROI required.
From here we then look to paid social media – and there’s so much scope here it’s incredible. Being able to target so specifically across social platforms can be a real opportunity for a lot of brands. And everything you have learnt with landing pages and PPC so far means you can get a campaign up and running quickly and efficiently.
You now have a solid and optimised website and sales funnel, PPC and paid social bringing in targeted traffic, and soon the SEO efforts meaning organic traffic is starting to do the business. If you haven’t started your social media campaigns, now is the time to get those rolling, social is the glue to everything else you will do in your campaign. From here it’s really all about brining value across various forms of content.
As Gary Vaynerchuk often says, the sooner you start to think about bring value without expecting anything in return, the sooner your business and marketing efforts are going to take off. By bringing real value to your potential customers or clients, you can drive the rest of the digital marketing strategy.
This is where you can get creative and change your thinking into what your clients need, what will help them, how can you take away one of their headaches and give that value, be it through creative SEO, content marketing, of course social, social selling strategies, or like Gary with video marketing – it’s the value you can provide that will build the rest of your campaign.
Remember your core campaign, your brand and your values. Get the groundwork done and then the fun really begins by having a finely tuned campaign, giving value to your audience… and rinse, and repeat.
#addictedtodigital #digitalmarketing #addictivity
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