In the current digital age, where the internet has asserted its dominance over the marketing industry, there is no surprise “Digital Marketing” has had to rise up, progressively replacing what was known as traditional marketing. The days when marketing was solely done through conventional marketing distribution channels such as print (newspapers, magazines), broadcast (TV and radio), outdoor advertising (billboards, posters), direct mail (postcards, flyers), and telemarketing (phone calls) from within huge teams are no more.
Moreover, whilst traditional marketing can still be beneficial when used in conjunction with a robust digital marketing strategy, the concept of purely using one – way traditional marketing that doesn’t promote engagement or interactivity is becoming far less conventional.
The modern day surge in innovation and technology has made the internet the most common mediator between the product and the customer. Emotive, engaging and interactive content generated and distributed within the digital realm through newer distribution channels including websites, search engines, social media, mobile apps, and more, have proven to be far more relevant, exciting and engaging for customers, resulting in more user friendly experiences for customers and often, better advertising results for brands.
This digital transformation has given wings to digital marketing and made it a priority for any business that wants to succeed.
What Is Digital Marketing?
Digital marketing is a broad term used to highlight marketing techniques utilised online to promote a product or service for customers. Digital marketing can include various approaches to market a business online, such as; Google Ads, Search Engine Optimisation, Social Media, Facebook Ads, YouTube Videos, TikTok & more.
Each of these digital marketing platforms are essentially an online tool to help businesses do either one or more of the following: develop more brand awareness, generate website traffic, engage target audiences, acquire customers and drive leads or sales. The digital marketing landscape is dynamic and constantly changing in accordance with rapid changes in technology and consumer behaviour.
What Makes A Strong Digital Marketing Strategy?
Preparing a detailed marketing strategy is key to succeeding within digital marketing campaigns when aiming to grow your business. When looking at the various digital marketing strategies available, it’s important to consider your business’s nature, industry, competitiveness and customer life cycle before deciding which digital platforms will form part of your strategy. Also, it’s essential to consider the goals you want to achieve from this campaign.
For example, if you’re a small local coffee shop, that has recently started up and your goals are to build a community of supporters in your local area that will then ideally walk in and purchase coffee, since you are new to the market and therefore, you need to establish yourself and build some trust with your target community first, social media would be the perfect tool to establish legitimacy, highlight your delicious and visually appealing coffees, and connect with potential customers in your local area.
Social media requires time, effort and energy, though utilising this tool consistently – especially as a new business – has proven extremely beneficial when aiming to build a supportive community that will then be inclined to visit you often in real life.
However, if you are a mobile welder that’s been around for a while and looking to get immediate leads in less time, utilising a combination of both Google Ads and SEO might be a better digital marketing strategy.
When planning your digital marketing strategy, it’s important to note that you don’t just have to pick one platform to advertise on. You can mix and match different platforms to achieve your overall business goals. Though, when considering which platforms you are going to use, make sure you’ve conducted some initial market research so you know which platforms your customers are actually using and then, choose to utilise these platforms (or a combination of these platforms) accordingly.
When putting together your digital marketing strategy, ensure the goals of each campaign across these digital platforms are aligned with your larger business plan goals to ensure consistency.
When developing a digital marketing strategy, it’s also vital to consider how you would like your business branding to sound, look and feel, as this will help you when actually forming your digital marketing campaigns at a more granular level.
Consider factors such as; ensuring your digital marketing campaign is using your ideal brand tone of voice, the creatives are using your brand colours and style and your website landing pages are also consistent with this branding, to ensure a smooth user experience that actually makes your brand memorable.
Below, we’ve included a checklist to help get you started with creating a strong digital marketing strategy.
1. Use SMART Goals
When developing your strategy, ensure your digital marketing goals are specific, measurable, achievable, relevant and time – bound. For every digital platform you are considering running a marketing campaign on, you should have at least 1 – 2 smart goals you want to achieve from that campaign. An example of a SMART goal for a small business that offers replacement car keys is: to acquire at least 30 leads per month with a small budget using Google Ads.
This goal is specific, can be easily measured through Google Ads or Google Analytics, achievable and not out of reach, relevant in line with current goals and timely, as it must be completed within the month. Setting smart goals like this for each campaign you plan to run, will allow you to have a strong understanding of where you want your digital marketing to take your business.
2. Truly Understand Your Buyer Persona
As we mentioned earlier, when crafting your digital marketing strategy it is essential to not only know where your customers are online, but also, who they are, what ages they are, what their interests are and what makes them tick. Having a strong understanding of this demographic data will allow you to better tailor your ad copy, creative and messaging to your ideal customer, in doing so, giving your digital marketing campaigns the best possible chance to resonate with your audience and actually succeed.
3. Set The Right Budget
When it comes to allocating the right budget for your digital marketing strategy, this will depend very heavily on your business’s budget, nature and industry. For example, a digital marketing budget for a University may be much larger than the marketing budget of a small startup.
Once you have an overall digital marketing budget in mind, spend some time researching competitors who have used digital marketing platforms you are considering using to evaluate which worked well for them. From this research, you can gain a solid understanding of which platforms might work best for your business and where might be better to invest a little more and where might be best to draw back.
There is no right or wrong digital marketing budget, however, enlisting a professional digital marketer with experience managing digital campaigns across multiple industries can be beneficial when considering how much you want to spend where, to ensure best results and without overspending.
4. Launch Your Digital Marketing Strategy
After careful consideration and planning, you know now which digital marketing platforms you are going to use to advertise, you know your exact target market and buyer persona, you have built a branding strategy that reflects your brand values and effectively targets your audience, you have a digital marketing budget that you can use each month, some engaging ad creatives and you have set SMART goals that you want your digital marketing campaigns to achieve.
You have everything you need to ensure a strong digital marketing strategy and all that’s left to do is to put it all together and launch your campaigns! Whether you are launching a Google Ads management Campaign, A Facebook Ads Campaign, SEO (or all 3), take your time when setting up the creative or content and preview before publishing. Also, for Ads Campaigns of any form, make sure conversion tracking is set up and tailored to your SMART goals for tracking.
5. Analyze Your Results
Now, the fun part. Tracking the results from your digital marketing campaigns. Most businesses utilise Google Analytics 4 to analyze website traffic, events and conversion goals achieved from within your website over a set period of time. GA4 segments traffic into organic (e.g a user who found you searching your businesses name organically online and clicked on your website Google listing rather than through a Google Ad), paid search (Google Ads), social (organic social), email (email marketing), direct (a combination of X and paid social) or X.
This provides you as the business owner, with a greater understanding of where your customers are mainly coming from, how they are most commonly converting, what’s working well within your digital marketing strategy and perhaps, areas that could be improved.
Additionally, conversion results can be viewed within Google Ads, if you’re running Ads campaigns, or if you are running Facebook and Instagram ads, results can be viewed through Facebook itself. For SEO, results can also be tracked through Google Analytics and various other reporting tools.
Digital Marketing Analysis
As we mentioned in step five above, digital marketing analysis is required to evaluate the success of your digital marketing campaigns by evaluating the target audience, in many cases your total clicks or website views and overall conversions.
This allows your business to identify important patterns over time, evaluate how your target audience is responding to your ads and gain a greater understanding of which digital marketing platforms are helping to drive the most conversions for your business.
It is recommended to conduct monthly (if not more) analysis of your digital marketing strategy and campaigns to check in on results and identify opportunities.
How To Maintain A Strong Digital Marketing Strategy
Now you know how to create a top quality digital marketing strategy and set yourself up for success, the next step is to maintain it to ensure continuous results. This involves constantly analyzing results, identifying industry trends that can be capitalised on, and iterating/updating campaigns accordingly to remain competitive.
So let’s break this down a little further;
Revisit Your SMART Goals
Remember your SMART goals that you set above? Let’s revisit them. For each campaign you have run, across the last month (and perhaps every month since you launched) did you reach these goals? If not, is there data you can look at to consider why not, for example, is your landing page cluttered and hard for the user to easily convert, or, is your Google Ads click through rate low and do you need to optimise your keywords to pause any that are underperforming to boost overall click through rate, clicks and conversions to reach your SMART goal next month? If so, make those changes and evaluate again within the next month or 1 – 2 weeks.
Evaluate Your Target Audience & If Campaign Creative Needs Adjusting
Within each campaign you have decided to run you will be able to review demographic data highlighting which age groups within your target market responded best to your content and converted the most.
If perhaps, you ran a Facebook Ads campaign for the first time and you targeted ladies between the age of 20 – 60, but you found that your Ads performed best and converted better within the slightly older demographic of ladies aged 40 – 60, perhaps you might want to consider only targeting these individuals for this campaign, allowing Facebook to target more of these active customers and in doing so, driving more conversions and sales for your business.
Or alternatively, you might want to simply switch this campaign to target ladies aged between 40 – 60 (since you know it’s already working well) and create a separate campaign with different creative that more accurately targets the younger 20 – 40 age group.
That way, you won’t miss out on targeting the younger demographic, but your campaigns will be more tailored and therefore more relevant to different customers within different age brackets. This will help to boost conversions across your entire age range.
Check In On Competitors
Keeping a close eye on your competitors, what they are doing to achieve great results and how they are marketing themselves can be a great way to find out if there are any further opportunities for your own digital marketing.
Tools like SEMrush offer a great opportunity to track competitors and provide relevant insights such as keywords they are targeting, keywords they are ranking well for, what social media posts of theirs are performing best as well as analyse Google ad copy etc.
Whilst it’s important to focus on your business, your brand and what already works well for you, conducting regular competitor analysis will provide you with essential information that you could consider implementing for your own business in your own way, especially if you are just starting out and looking for further opportunities to grow.
You never know, perhaps you’ll find a new digital marketing platform that would work well within your industry to utilise, that you hadn’t thought of using before.
Keep Updated With Changes Across Digital Marketing Platforms
Digital Marketing tools are always changing! Therefore, it is essential to keep up to date with updates within them that will directly affect your results and influence how you promote your business. Some of the most popular digital marketing channels that form many businesses digital marketing strategies (and that are constantly changing) include:
- Pay-Per-Click Advertising (Google Ads)
- Social Media Marketing (Organic through social posting or through paid social ads)
- Search Engine Optimisation (also known as SEO)
- Email Marketing
- Content Marketing
To identify new changes within the above platforms, we recommend constantly using the platform – so you can see for yourself – as well as staying up to date with articles regarding each platform/strategy that may likely offer you some helpful information about how to navigate these changes and updates. That way, your digital marketing will remain ahead of the curve.
Ensure Your Content Strategy Is Engaging, Relevant & Timely
When creating content for your campaigns, whether it be a beautifully worded Google Ads Search campaign, an engaging video oriented Facebook Ads campaign, or unique and helpful blog posts as part of your SEO strategy, make sure each piece of content is relevant to your target audience and highlights how your business solves their problem.
Be creative and unique, but don’t overcomplicate it. Try to consider ways in which your business adds value, where other businesses can’t and incorporate that into your creative. Also, if you want your content to succeed, ensure it’s timely and appropriate to the time of year, for example, running a Christmas gift campaign in November (the month before Christmas) or advertising your tax return services (in the 3 months before tax returns are due).
Again, the more relevant your content, the more important it is to your customer and therefore, the more likely they are to convert.
Adjust Budget Allocation Accordingly
When you are conducting your monthly digital marketing analysis, make sure to check in on your budgets. Evaluate whether they are enough to provide you with the desired results.
Often, digital platforms such as Google Ads and Meta will provide you with recommendations to boost your budget if they believe it will help you to significantly boost results. This doesn’t always need to be followed to a T, however, at times this can be beneficial. Or perhaps, your advertising has been a great success, and you need to reduce your number of leads coming in so you can keep up. In this case, it would be smart to slightly reduce your budget in line with your goals.
Utilise A Content Calendar
Utilising a digital marketing content calendar can be amazingly helpful to keep you on track with all relevant campaign launch dates, reporting dates and other important tasks. This way, you will be on top of all your seasonal campaign launches, social media posts, content marketing deadlines and anything else you need to keep track of. No one likes a missed deadline!
Be On The Lookout For New Keywords To Enhance SEO
Even if you and your team have developed a strong SEO strategy as part of your overall digital marketing strategy, consumer trends are always changing. As a result, what your customers are searching for will likely change over time. Accordingly, it’s important to conduct regular keyword research, at least every couple of months, to see if there are any other quality keywords you could be targeting to help your website better attract the attention of your target market.
Keep Engaged On Socials
For most businesses operating in 2023, social media will be a part of their digital marketing strategy. So, if you’re on social media, even if you’re running other digital marketing campaigns e.g Google Ads, don’t neglect your social media and let it go quiet. Ensure your social profile is on brand with your current branding, contains regular weekly social posts, includes a nice mix of static content, video content/reels and collaborate where possible.
Also, make sure to engage with your potential customers through social, letting them know you’re there and driving them to engage back with you in the form of follows, likes, comments and shares. An active social media profile is a trustworthy social media profile. If you need further assistant regarding your strategy don’t hesitate to contact our social media marketing experts to enhance your social presence.
Breakdown Of Most Prominent Digital Channels
So, know you know what is included in a strong digital marketing strategy, how to launch it, how to analyse your results and how to maintain results, let’s dig a little deeper into some of the most effective digital marketing platforms and how they can best work as part of your digital marketing strategy;
Pay-Per-Click (PPC) Advertising
Depending on the nature of your business, and whether your business’s key search terms have strong search volume, Google Ads can form an extremely successful part of your digital marketing strategy. When running Google Ads, the advertiser pays each time one of their ads is clicked on. The key benefits of PPC include:
- Generating more traffic to your website in short period of time
- Boosted brand awareness
- Increase in lead generation
- Increase in sales
PPC is a highly effective marketing approach that many businesses choose to include as part of their overall dm strategy. It also works best when combined with other digital marketing strategies, for example SEO and Facebook Ads.
This is because, if someone clicks on your Google Ad or organic search listing, but doesn’t necessarily convert immediately, you can then retarget them via Facebook Ads Remarketing. Often, customers need multiple digital touch points before they decide to make a call, submit a form or make a final purchase. However, some customers are happy to convert the first or second time they see your Google Ad, especially if they need your product or service urgently.
Search engine optimisation is the process of adding more value to your website to more effectively highlight your product or service and rank higher in search engine results pages. This promotes legitimacy, which helps to build trust with your customers. When you partner with us, you get more value to your business by our SEO Brisbane team. When your customers trust you, they are much more likely to convert.
Demand is high for content writing services that create articles, blog posts, videos, E-books, and other content to attract, engage, excite and retain the intended audience. It could be high-cost or low-cost content, and the distribution channel is up to you. However, it is essential to comprehend what functions best on each platform. Businesses that use content marketing must consider the following factors when creating their digital content:
- The message/goal of the content piece
- How you will distribute it
- How customers will find it
- How to update content if needed
Due to its effectiveness in promoting products and services, the fashion and lifestyle industry frequently employs influencer marketing as a core component of its digital marketing strategy. Influencer marketing involves hiring an influencer that effectively embodies your brand’s values and can connect with your community through their following. As an example, fashion brands like Nova often negotiate with multiple influencers to introduce new clothing lines, boost brand authenticity and drive sales.
Influencer marketing allows you to collaborate with a prominent influencer/s who addresses your target audience with their strong credibility and reach online. Depending on the nature and industry of your business, this style of marketing may be highly relevant or non – essential. Some examples of industries where influencer marketing is highly effective are; beauty, food and beverage, retail or travel.
Social Media Marketing
Social media marketing or SMM is the use of social media platforms such as Facebook, Instagram, TikTok, Snapchat, YouTube etc to interact and connect with customers to create brand awareness, build community and consideration for your businesses product or service.
Social media marketing can be done in two distinct ways. Firstly, organically, via organic social posts created and scheduled then posted on your social platforms. Secondly, through paid social ads that target a specific audience.
Pairing regular social media posts with paid social ads will help to drive consistent engagement and results from your social media strategy.
Have you ever received a personalised promotional email in your inbox advertising certain products or services? Perhaps it was a Christmas promotional email or one in advance of your birthday? This is known as email marketing. When done strategically, email marketing can be a highly effective tool to help boost lead generation and sales. Accordingly, email marketing is an extensively used marketing tool in modern business, as evidenced by major brands like Amazon and Asos.
Email marketing is one of the most direct and powerful marketing channels, when used strategically. It can target the email ID’s of your website subscribers/audience.
This allows you to retarget people who have already shown interest in your business through attractive and engaging emails perhaps citing seasonal promotions or news. This will help you to boost brand awareness, consideration and conversions/sales.
Chatbots and AI-Powered Customer Support
Chatbots are another relatively new Digital marketing tool used by many companies, with the intention of providing quick and efficient customer service. The Chatbots are often positioned on a business website home page, allowing business owners and staff to reach their customers in a timely manner and address common queries, without having to be present 24/7 themselves.
Community building is a long term process that involves nurturing leads and developing a rich community of connected, loyal followers/ customers. This marketing technique is often employed across multiple platforms, for example via Facebook groups and Instagram via messages, comments, lives etc.
Community building focuses on connection between people, namely your customers and your business owners or other central members of your business. This connection to both your business and brand, then promotes long term relationships and return customers.
Examples Of Effective Digital Marketing Campaigns
Each business (including yours) should have its own ideology, branding, goals and objectives. This is what makes you unique and sets you apart from competitors! It’s also important to keep in mind that different digital platforms will work better for different kinds of businesses based on their product or service, nature of business and target market.
So, you may not need to utilise every single digital marketing platform or be running 10 different campaigns at a time, you might just benefit from a couple of key digital marketing platforms with a couple of strong campaigns that intertwine well with each other. On the other hand, you may greatly benefit from utilising a mix of select digital marketing platforms and having multiple digital touch points.
To provide some further insight here, below we’ve included some real-world examples of different styles of digital marketing campaigns that have taken the world by storm in 2023.
1. Content Marketing As Part Of SEO Strategy
Content marketing is mostly about making useful content (like articles, videos, blogs, etc.) aimed at your target market. Hubspot’s blogs, for example, have high-quality content about marketing and sales techniques which is intended to help teach their target market and bring in traffic, all whilst improving Hubspot’s brand awareness.
2. Social Media Advertising
Social media platforms have become one of the most popular marketing tools used by many businesses. This term refers, in its most general sense, to any sponsored marketing effort conducted on social media.
These social ads target specific individuals based on characteristics such as their demographics, interests, and behaviours. Many businesses are currently targeting certain demographics with sponsored advertising campaigns on social media sites such as Facebook and Instagram. Some of the campaign goals that can be accomplished on Facebook and Instagram are as follows:
- Brand Awareness
- Leads (once trust has been built)
For example, Airbnb runs advertisements on Instagram to highlight their picturesque variety of properties to specific audiences, likely with a vested interest in travel and holidaying in order to attract them.
3. Pay-Per-Click (PPC) Advertising Campaigns
As we have previously mentioned, this digital marketing technique is commonly used as a fast and efficient way to drive results. Within each PPC (Google Ads) campaign you run, it can be tailored to specific search terms (keywords) you wish to target, or, specific styles of sites or apps you want your ad to appear on.
This allows you to drill down to ensure your ads are only appearing when your target market is either directly searching for your product or service, or browsing an app or site that is akin to your offering.
Major tech company Google is a great example of a business that runs extremely successful paid ad campaigns. After all, Google ads are their product, so they have to show everyone how it’s done.
4. Video Marketing
YouTube and TikTok are two primary video marketing platforms that achieve immense popularity for user generated video content. The majority of the creators within these platforms are experts at capturing fast, funny or informational content.
These creators can often be partnered with by businesses to produce collaborative content that can help skyrocket reach and engagement if done effectively. Also, businesses can create their own TikTok or YouTube accounts and post as the brand themselves to help promote greater reach.
Running a Remarketing campaign is a valuable marketing tactic many companies use to remind customers who have previously shown interest about their business. A Remarketing campaign can simply be targeted towards any customer who has previously engaged with your businesses site. Or, you can choose to drill down further and target individuals who have viewed specific product categories or specific individual products.
You can also target individuals who have only engaged recently, to ensure their interest is still valid. Targeting individuals who have shown interest in your business within a recent period of time generally results in a significant boost in lead gen or sales, as you are simply nudging users who have already shown they’re interested to make that final move.
6. User – Generated Content
UGC has received great traction in recent years with Coke’s personalised coke bottle campaign as one of the finest examples. Coke provided customers with the ability to have their coke bottle personalised with their name, and as a result customers across multiple countries posted photos of themselves to social media enjoying their personalised Coke.
User generated content is powerful, as it provides everyday customers with a platform to review and promote your content online within their own communities. If many users choose to share a positive experience with your product online, this can greatly help to improve brand awareness, boost trust and drive consideration and conversions.
The Importance Of Digital Marketing Auditing
As we have previously touched on, auditing your businesses digital marketing strategy and results from the campaigns within that strategy provides you with essential information about how your target audience has responded to the campaign, whether or not you achieved your SMART goals (whether it was brand awareness, lead gen or sales – or all 3!), and provides you with the data you need to understand whether you should continue what you are doing, alter it slightly or switch up the strategy altogether.
Benefits Of Conducting Digital Marketing Audits & Analysis
Conducting regular audits on your digital marketing campaigns allows you to gain an understanding of how consumers are responding to your business and also highlights possible ways to boost your online performance even further.
We’ve already covered the basics, though to drill down further, a digital marketing campaign audit can be broken down into the following steps:
1. Define Audit Objectives
Here, you must consider which particular facets of your digital marketing campaign you wish to evaluate? Some of the common campaign objectives to be measured include:
- Total impressions (especially if goal is brand awareness)
- Total clicks
- Click through rate (CTR)
- Total conversions
- Cost per conversion
- Likes, comments, shares
- Total view time (video marketing)
- Return on investment (ROI)
2. Collect Essential Campaign Data
To make sure that you have all the relevant data from your various digital marketing campaigns, you must find and use a suitable tool where you can analyze this data. As previously mentioned, you can use a tool like Google Analytics, or alternatively each individual platform e.g Google Ads directly, Facebook Meta Business Suite directly and so on.
Keep in mind that Analytics often tracks conversions differently to Google Ads or Meta Business suite so conversions can sometimes be attributed with slight differences between the platforms.
3. Review Campaign Objectives
In line with the campaign objectives you wanted to review in point 1, now you have your data it’s time to review. Look over the data to find out answers to questions such as, “How many clicks did we retrieve from this campaign?” “How many conversions did this result in?” and “Is this cost per conversion reasonable for us?” or “Is our target market engaging as we expected, or was there a slightly different age group within our market that performed significantly better than the others?”. The data will answer your questions, which will then inform your future digital marketing campaign strategy.
4. Conduct Conversion Path Analysis
Conversion path analysis is a step by step process where you utilise a tool such as Google Analytics 4 to see where your customers may be getting stuck or leaving your website. Understanding conversion paths are critical as it allows marketers to determine what customers are most interested in and perhaps, what they might require in order to convert.
5. User Experience and Website Performance
Using a tool like Google Analytics 4 will allow you to identify how people use your website, how long it takes pages to load, how mobile-friendly it is, and how easy it is to navigate. This information allows you to gain a greater understanding of how user friendly your website is, whether it is working in the way you want it too, or whether you need to make some website optimisations.
When you optimise your website’s user experience and navigation, this will have positive effects on any other digital marketing campaigns you are running. If your website is attractive, relevant and easy to navigate, you are much more likely to convert a sale from someone who lands on your page after clicking through a digital marketing ad or seo listing.
6. Audit Reporting & Optimisation
Create a full audit report of your results for each of your campaigns. Reporting can be conducted through Google Analytics 4 or other Google products such as Google Data Studio. Within these reports, ensure that relevant campaign data is provided so you can accurately view all relevant results and metrics.
Within most of these reports there will be sections at the bottom of each page where you can add your thoughts and suggestions (if any), and highlight any other measures that can be taken to further improve results.
Once this is done, sending these reports to anyone in your team who will be working on these campaigns or making any changes will help provide them with some insight.
7. Continuous Improvement
Make use of the information you’ve learned in this blog article to develop your future digital marketing strategy and campaigns. Make adjustments in light of what you’ve learned in order to remain competitive and continue to drive consistent results.
Whilst on your digital marketing journey, it’s important to keep in mind that digital marketing is constantly changing and updating with the changes across their dynamic individual platforms.
Therefore, conducting regular monthly audits is essential in order to keep your digital marketing healthy and results driven whilst utilising these rapidly developing technologies. Good luck!
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