Are You Planning Digital Marketing For Success?
Most small businesses (in fact most businesses) don’t have a digital marketing strategy and of the less than 20% that do, they haven’t integrated it into their overall marketing plan, if they have one.
What this means for small businesses is a huge opportunity to get ahead of the game and action a digital marketing strategy now.
Here are the aspects a business should consider when creating a digital marketing strategy:
What is your mission and objective?
What is the overall objective you want your digital marketing efforts to achieve – for example, do you want to position your business as the go-to local provider for childcare in your area, or perhaps the most innovative garden designer in Surrey, or the most original source of quirky designer dresses in the UK?
Define Realistic Key Performance Indicators (KPI’s)
How will you measure your marketing performance? What of the many available analysis statistics and analytics will you use? Look at previous efforts and take a snapshot of your current position.
For example, a basic KPI would be to increase website traffic by x% it doesn’t have to be complicated, but it should be measurable.
Analyse Previous Activity Results
Look at any previous activity such as email campaigns, FaceBook ads and even off-line events and activity and examine any lessons to be learnt – was there additional website traffic, more Social Media likes or a direct increase in revenue. Learn from any mistakes were activity had no or a detrimental effect on your business.
Know who your competitors are and examine their digital marketing activity. For example, find out what keywords are driving the largest volume of organic traffic to their website. It is also possible to compare the organic and paid traffic of different websites.
Don’t Sit Still
Ask yourself this question each month: is there anything else I need to analyse that I haven’t thought of before – should I be testing the times I post my content or the types of images I use?
Remember Who You Are Talking To & Speak Their Language
Profile the demographic details of everything you know about your ideal customer then define what problems or aspirations you can help them with. Think about how they feel, what they desire, what their goals, aspirations and fears are. Consider what language they use and how they speak – you wouldn’t approach law professionals with the same language as you would for teenagers for example.
Do this for each different ideal customer you want to bring to your business.
Identify Your Budget & Stick To It
Review your current digital marketing channels and decide which channels to keep and whether you’d like to invest in any new ones. Look again at what worked and what didn’t previously.
Allocate a budget to each channel, this doesn’t have to be set in stone as if one starts to fail or underperform, you can move the budget elsewhere. The important aspect is to keep track of what you are spending and where and what your return on investment (ROI) is.
Stay Flexible and Vigilant
You own the plan – it doesn’t own you! Your plan is your stake in the ground but it needs to be flexible so you don’t plough ahead wasting money on an activity that isn’t working for your business or delivering on your KPIs. The more you use a plan and develop a strategy, the easier it gets to fine tune and perfect your digital marketing activities.