6 Considerations before starting a digital marketing campaign

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Let’s start todays topic, with a little background on what digital marketing is.

Digital MarketingWhat is digital marketing?

When it comes to digital marketing, there’s no one easy way to describe it.

Basically it’s a combination of different web marketing techniques that when used together will achieve a particular goal.

Your goal could be any number of things, for example it could be any of the following:

  • Drive X amount of visitors to product landing page and convert Y% in to clients.
  • Get X more subscribers added your business newsletter.
  • Improve the conversion rate on an existing landing page.
  • Or any other number of  goals.

Our goals are achieved using different web marketing strategies, these could be but are not limited to:

  • Search Engine Optimisation (SEO)
  • PPC (Pay Per Click)
  • Email Marketing
  • Content Marketing (Which could include articles, videos, audio, images and any other type of content you can come up with)
  • Social Media Marketing
  • Web Design & Landing Page Optimisation
  • Web Analytics & Conversion Optimisation

To get the best return from your digital marketing campaign you should be aiming to include all of the above in some form or another.

As you can see digital marketing can be extremely beneficial to your business, especially when the campaign is well prepared and planned out before implementation.

So lets move on to 6 considerations before starting a digital marketing campaign.

6 Considerations before starting a digital marketing campaign

#1 – Planning

Before anything its essential to make sure we know our goal’s and have a clear strategic road map. If this is your first digital marketing campaign try and keep your goals fairly simple, you don’t want to aim for something that will take you years to reach.

Aim for something within your grasp that you’ll be able to achieve in a reasonable time frame.

It’s also important to plan ahead, by this I mean you want to decide what strategies you are planning on using, what types of content you are going to create, if you are offering an incentive to get subscribers on an email list, you’d want to have it ready before starting and you’ll want to be building a social media following.

#2 -Social Media (Building A Following)

Social Media FollowersTry and think of social media as an extension of your marketing campaign and content strategy.

Social media is a wonderful way to spread the word about your content and with any luck you’ll have created a strong enough following that they’ll happily share your informative content, also providing valuable backlinks to your landing pages.

It’s this reason that from the outset it’s important to be building a social media following on the main social media platforms. The more people that are engaged with you when you launch your campaign the more chances that it will go viral.

#3 – Customer Personas

Customer PersonaPersonas are used to segment prospects into groups, and can be a worthwhile task before starting a digital marketing campaign.

If you have a product or offer that will be used by different groups, you should consider segmenting your digital marketing campaign to cater to two or three of these groups.

You can achieve this segmentation by creating customer personas, basically creating two or three descriptions of your ideal clients, give them a name, where they work, their passions, hates, be as descriptive as possible.

These persona’s can then be used to make your content more personal and targeted, you could create different landing pages for each persona. Use your imagination and you can come up with some great ideas.

#4 – The Landing Page and Website

The product or offer should be finalised before starting a digital making campaign. Make sure the landing page is complete and know the path that visitors should follow through to checkout and on to the thank you or download page.

Be sure to double check everything is working properly, the first impression is everything!

This applies to all types of offers and your website in general, make sure the visitor is going to have a great user experience.

It’s also best practice to make your landing page’s solely about your product, and stick to just one action you want the visitor to take. If you mix it up too much the visitor won’t know what to do and they’ll jump ship!

#5 – Content Strategy

When I mention content I’m not talking about the content on your landing page, I’m referring to having a content strategy before starting a digital marketing campaign.

Content is essential for any campaign these days, the internet is built on content so it stands to reason if you want to get noticed and be building backlinks to your website and landing pages you need to be creating content.

One of the best ways to publish content these days is through a blog, you’ll have the opportunity to create articles, videos, images, audio and more and publish it all in the same place.

Creating A Content Plan

But, don’t just jump in a start writing it’s important to have a plan!

  1. First and foremost make sure your content is helpful, informative and interesting, it’s important to gain your readers trust and helpful informative content is the best way to do this.
  2. You need to know what your audience want’s to read. A great way to find out are question and answer sites like Quora, Linkedin Answers and Yahoo Answers. Have a look and see what questions are being asked in your industry and address these in your content.
  3. Great you have your topics, now you need to find out the best keywords to target when creating your article. Keyword research is essential if you want your content to rank well. How to do proper keyword research is beyond the scope of the article but a great free tool to use is the Google Adwords Keyword Tool.
  4. Lastly, check out your competitors blogs, they’ll give you many ideas for new content. Pay special attention to the most popular post.
#6 – Web Analytics

web analytics
Once your campaign is up and running you’ll need a way to measure how successful (or unsuccessful!) it is. 

This is where web analytics come in, any good analytics program will allow you to measure the performance of your campaign, to set goals and targets, set up conversion funnels and more letting you know what is and isn’t working.

I use Google Analytics in all my campaign, it’s a powerful piece of software and best of all it’s free.

All you need to do is register for an account here and add the tracking code to each page on your website, you’ll now receive visitor data in your analytics dashboard.

Analytics can get quite involved, so I highly recommend using the Google analytics learning centre to help you set up goals, funnels and other tracking metrics.

The bit at the bottom! (Conclusion)

That’s my 6 considerations before starting a digital marketing campaign.

Don’t be fooled into thinking that’s all there is, there are many more aspects to take into account  before starting a digital marketing campaign. For example, setting up a lead capture form, on-page optimisation, website hosting (will your hosting package be able to handle the extra traffic) and Backlink building are just a few.

So make sure you spend the time creating the perfect strategy, and do your best to take everything into consideration. That way you’ll hopefully land on your feet running.

Good luck!

 

Thanks for reading. I’d love to hear your considerations before starting a digital marketing campaign. Let us know in the comments below.

 

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