If you're a business owner, it's no question that you're up for anything that will help your business grow and thrive in the long run. This is especially the case today, where industries rapidly grow and adapt to new and developing technologies. A lot of businesses tout themselves as "the new Apple" and immediately start a rapid cycle of growth. And when we see these brands rise, we're left here thinking: "If only we knew how they did it."
Turns out, we do know. And turns out, it's something we all can pull off - theoretically. It all has to do with proper planning and execution. We're talking about digital marketing, and it's more than just focusing on making a website and posting on social media.
Digital Marketing: The Basics You Need to Know
Digital marketing can be an extremely efficient way to develop a brand and reach a wide audience-base. And as you'll learn from the tips below, you fan optimize your marketing tools to get the most desirable results with the right planning. Here's how you can pull it off:
- Decide on a brand direction and stick with it. Digital marketing takes advantage of how powerful a medium digital platforms can be. As such, once you start with a particular image for yourself over the internet, it's likely going to stick. This means brands should be extra careful as to how they want to be viewed online. However, this also means that those who want to get into digital marketing should be aware of how they want their brand to appear before they begin their campaigns. This can be extremely easy if you have a kind of branding you want audiences to see. However, this can be tricky if you want to start from scratch.
- How do you want your audience to see your brand? Branding is more than just a logo and a fancy motto. When you begin to market your brand to your audience, you need to have an idea as to how you want your consumers to see your brand. This is what sets you apart from the competition. For instance, as a clothing line, are you more formal or a bit casual? This little difference can make your brand extremely unique compared to others.
- What message do you want to send to your consumers? Aside from your overall image, you need to have a clear message and vision for your brand before you proceed with your marketing. This allows you to have a clear "direction" for your brand, and can become a legacy or advocacy that you can pursue in the long run. This is also the overall "theme" that will form the foundation of your campaigns.
- How do you want your brand to look like? This is where visual elements like logo and colors come in. With your brand vision, you can now organize your logo, typography, color schemes, and other visual elements accordingly. Make sure the way you use your visual elements across your campaign - be it website design, pictures in content, and multimedia releases - reflect your branding.
- Take the time to study your audience. When transitioning to digital marketing, now's a more important time than ever to study your audience carefully. Unlike other traditional marketing methods, digital marketing caters to audiences in various online communities. More than that, digital marketing caters to any kind of digital platform as well. As such, you need to study not just basic audience demographics. You need to assess where in the internet are they staying in, what words they use most frequently, what kinds of devices they use, and even how often they spend time online. All of these can potentially affect the success of your digital marketing campaign.
- Do you have a consumer persona? In marketing, consumer personas serve as the kind of customers you want your brand to potentially appeal to. This is a profile or a portfolio of sorts as to the needs, attitude, and customer preferences of your potential customers. Having this in mind can help you have a generally good idea as to how you can use your marketing to appeal to them. Take your time to find and create multiple customer personas, so you can have a better or more accurate idea of what sorts of customers you want to target for your brand.
- How familiar are you with your keywords and consumer habits? When talking about marketing and your audience, you don't necessarily have to just stick to "knowing" people. You also need to check what sort of customers you want to appeal to, and how their behavior is like in the industry. If you have a dedicated marketing team, it helps to be familiar with strong keywords within your niche. This pertains to the terms that your audiences frequently use within your niche when they want to find products and services. Likewise, it helps if you observe your customers and see how they "act" in your chosen industry.
- Study your existing customers. Aside from personas and online habits, try observing existing customers in the market. This can be in the form of customers you've already encountered in your existing stores, or customers you've observed in other competitors. It helps if you can study what sorts of people are they, as well as to the kind of behavior they exhibit in the industry.
- Select your ideal campaign method based on your brand vision and marketing goals. A ton of marketing methods exist for different sorts of objectives and goals, so it's wise to carefully study and choose a marketing campaign method that suits your needs. When choosing a method, don't just think of what's the cheapest or easiest to do. Rather, think about the kind of marketing method that your brand can pull off while still retaining your vision and image. For instance, this means it's best to pursue content-heavy marketing methods like content marketing or social media marketing if you want your brand to be visible inside communities.
- Do you want your customers to know you better as a brand that "interacts" with your audience? If you want to be a brand that focuses on building customer relationships, you might excel with a content marketing or social media marketing campaign. They're invested in creating content that's curated specifically for audiences, and these campaigns focus on building appeal in communities. Content marketing focus on building blogs and writing pieces that actively help your audience meet their needs. Social media marketing will have you build profiles in social media that regularly interact with audiences.
- Do you want to focus on building an ecommerce brand? If you want to build a name as an ecommerce store, you can focus on transforming your site into a store and have affiliate marketing campaigns. Affiliate marketing campaigns focus on building ads and content that essentially advertise your products, services, and other brand offerings. Meanwhile, having an ecommerce store allows you to directly help customers have a means to purchase your products without the hassle of going to physical stores.
- Do you want to mix marketing methods? It can also benefit your company to mix up your slate of marketing offerings. This is especially if you want to try a wide variety of marketing campaigns, and especially if you have a variety of products and services to offer your customers. Trying to mix and match your marketing offerings can greatly help your brand be more flexible and dynamic.
- Choose your desired collaterals based on your brand direction, marketing vision. Since marketing has everything to do with helping your brand reach your audience, it's natural to think that almost any form of content can reach your audience. Hypothetically, this is the case. However, the best kinds of collateral and output you should always will have to depend on both your brand's direction and the kind of marketing you want to do. Take time to study what sorts of collaterals you can release, and which of these fit best to spread your message to your audience.
- Do you want to focus on making content for your audiences? If you want to make content for your audiences that they can use for a long time, articles can help you achieve this goal. When writing articles for your campaigns, make sure you write pieces that aren't just informative, but also entertaining.
- Do you want to interact more with your audience? If you want to get to know your audience more, you can opt for more social media output. These include posts, polls, comments, and other social media content. When doing these kinds of output, make sure you make social media posts that audiences can most likely respond to.
- Do you want your audience to know your brand without much interaction? You can actually rely on advertisements and other forms of affiliate content. In fact, a lot of websites can accept ads from your end. And while this might have extra cost, this can work in your favor if you’re tackling the right niche. For instance, you can put up advertisements in online racing sites if you’re a car company. That way, people playing games like Madalin Stunt Cars 2 can see your ads.
- Do you want to entertain your audience with visuals? If you want to showcase your visual and graphic prowess to your audiences, you can create graphics and other multimedia content like photos and videos for your audiences. This can help audiences be more entertained with your brand.
- Get a heads up on your data and statistics. A lot of people think of marketing as the "fun and creative cousin" of advertising. It's the part of business where we think of all the crazy ways we can reach our clients and customers through articles and posts, as well as multimedia content and other gimmicks. Thing is, you can't pull off a good marketing strategy without the right metrics. Before you start your transition to digital, you need to be aware of relevant statistics and data you want to keep track of. This can be the basis of your KPIs,.and other objectives. It's this part of the process where you should think about keywords, domain authority, and engagements.
- Do you have a means of measuring your campaign data? When making campaigns, try as much as possible to set ways to measure your output and progress as well. What niches and domain authorities do your partner websites have? How many views are your articles getting, and what kind of people are viewing your sites? How much are you earning as ad revenue? Always have a means of evaluating your progress so you can form more objective marketing decisions.
- Are your metrics reasonable and appropriate for your goals? When deciding on your marketing goals, make sure your chosen metrics make sense for your goals. A lot of marketers tend to be excited measuring all sorts of metrics even when their improvements or dips don't add anything of value to your marketing goals. When choosing a marketing metric to measure, make sure you're measuring them because of their effect on a particular part of your campaign.
- Pay close attention to your marketing timetable. Remember to put your marketing campaign within a particular time frame, regardless of how "timeless" or "useful" your chosen approach will be. This helps you establish clear objectives and reasonable goals to try to achieve during your campaign. The point of a marketing timetable is to ensure you're able to realistically think about time, resources, and manpower that you'll be allotting to accomplish your particular marketing objectives.
- Do you have a timetable for your campaigns? Try as much as possible to be consistent with your marketing timetable. This means organizing your campaigns into steps, forming milestones or deadlines, and delegating responsibilities and tasks accordingly. These help ensure you formulate campaigns within a reasonable timespan with clear goals and objectives.
- Do you have plans for the future? Try thinking ahead as well. If possible, try to decide on a 3-year, 5-year, or 10-year plan for your brand and its campaigns. While this might be a bit overkill for some, having milestones and objectives across a particular time frame lets you be more specific when it comes to managing your resources.
Going Digital: Start Your Transition Right
Regardless if you're approaching digital marketing from a traditional point of view, or from an entirely new digital marketing campaign, it's important to remember that digital marketing shines best when it's properly planned. Granted, digital marketing is much cheaper to do than traditional marketing, and it needs far less resources to pull off. However, it takes the right approach to audiences and the right plan for growth in order to see the returns you're expecting.
As such, it's important to always remember that while digital marketing is an extremely accessible tool, you can only see great results with the right transition. Hopefully, the tips above would give you a heads up as to what exactly you need to do in order to fulfill an excellent digital marketing strategy.