What Makes an Effective Digital Marketing Campaign?
4 min read
A business requires a robust online presence to compete in this information age. As the accessibility of the internet increases and people shift to online business activities, marketing products or services digitally has become vital for companies. Digital marketing is also an effective way to reach specific demographics, such as Gen Z, whose shopping habits almost entirely depend on the digital landscape.
Digital marketing also comes with challenges: it depends on tech knowledge, and you need to calibrate your marketing campaign according to the platform. Obtaining digital marketing agency solutions can considerably improve your online marketing campaign as it gets vetted by digital marketing professionals. Here is how you can construct an effective digital marketing campaign:
Types of Digital Marketing
Digital marketing refers to promoting your content on the internet. This includes determining your target audience, interacting with your customers, and generating and converting leads through your advertising campaigns. There are several digital marketing types, such as pay-per-click advertising, content marketing, social media marketing, and email marketing.
Most online advertising follows a pay-per-click (PPC) model, where you pay the publisher for every click on your ad through their platform. PPC advertisements can take the form of paid social media advertisements or promoted search engine content. The better designed and catchy your ad will be, the greater the chances of your audience visiting your landing page, so ensure you have a good graphics team to work on your ads!
Content marketing involves storytelling and sharing information to increase your brand awareness. It involves creating relevant and catchy blogs, videos, infographics and other content. The ultimate goal is to convert the reader into a customer. Content marketing can be further augmented with search engine optimization (SEO). SEO can help your content reach a wider audience. You can optimize your SEO by correcting your internal and external linking structure in your content and using appropriate keywords, such as ones heavily searched by the target audience.
Social media marketing involves managing a carefully curated company profile on social media platforms. Marketing on social media is fundamentally different from managing your personal account: it involves using analytics to determine how well your social media posts are doing across different platforms. Social media marketing can identify what demographics are the most interested in your products and can also increase traffic on your website.
Email marketing refers to sending emails to individuals that may be interested in your product. Two important factors email marketing analysts strive to improve are open rate and click-through rate. Open rate refers to the percentage of recipients who opened your email, and depends upon having an engaging email title. Click-through rate refers to the percentage of recipients who clicked on a link in the email.
Creating a Digital Marketing Campaign
Marketing your content digitally demands time and effort. Here are some ways you can construct an efficient digital marketing campaign:
Identify your KPIs
You can never achieve your goals if you haven’t set them: the first step in any efficient digital marketing campaign is to identify your key performance indicators (KPIs). KPIs are measurable indicators that will tell you how well your marketing campaign performs. They will let you know whether you are on track to achieve your marketing goal. Identifying your KPIs is easier said than done. Here are some tips on how you can optimize your KPIs:
- Consider how the KPI relates to your goal. If an indicator is unrelated to your end goal, it is a poor KPI.
- Appraise what you are measuring: is it easy to measure, and does it tell you anything meaningful about the customer experience?
- Determine how often you need to monitor the metrics you lay out in your KPIs.
Build an Effective Funnel
A sales funnel is the step-by-step journey of your audience to buy your product. Optimizing your funnel is a crucial step in creating a digital marketing strategy. A sales funnel has four stages: the first stage is outreach, where you give information about your product to the audience. It is followed by conversion, which entails convincing your audience to purchase your product. Next comes the closing stage, where you finalize the sale, and the last stage of the funnel is retention, which ensures customer loyalty through exclusive offers and surveys.
The sales funnel must be carefully curated. If you push users too hard to buy with a short outreach stage, they may get dissuaded. You will get fewer conversions if you keep the outreach phase for too long. Finding a balance between all funnel stages is integral to digital marketing. As it is too complicated to be done by a layman, qualified digital marketing agencies can help you achieve this.
Keep a Library of Content
It is recommended to have compelling content for digital marketing at all times, so consider making a library of evergreen content. Evergreen content is content you need to create only once but use for several purposes over various channels. Create blogs, slideshows, infographics, and videos, and keep them organized at all times for your marketing campaigns. For example, you can develop an e-book of your previous blogs or explainer videos from your slideshows.
Note that there is a difference between plagiarism and producing evergreen content. Plagiarizing your content will hurt your SEO optimization and will bore your audience. Instead, evergreen content is integral to your marketing campaign and constitutes your brand storyline and core message.
Endnote
Digital marketing has become an essential requirement for businesses to compete. There are several digital marketing tactics, from pay-per-click advertising campaigns to SEO, but how you construct your marketing strategy matters. Creating a robust digital marketing strategy is difficult for any layperson to do. Consider hiring digital marketing agencies to help your business craft its marketing strategy. As digital marketing is integral to businesses, this may be your best investment.
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