You’ve just launched your online business and are ready to take it to the next level. The first step is to set up your digital marketing campaign. What is a digital marketing campaign? It’s a coordinated effort between your online presence and various digital marketing tools including, but not limited to, blogging, webinars, social media, and videos to attract potential customers and keep them engaged until they make a purchase or become a lead.
There are three aspects to a successful digital marketing campaign:
- An integrated marketing plan.
- Content plan.
- Measurement plan.
Let’s take a closer look at each one.
Integrated Marketing Plan
An integrated marketing plan is a blueprint for your overall online marketing strategy. You’ll want to map out the details of your plan in advance so you can execute it seamlessly. The better your planning, the better your execution and the likelihood of achieving your goal of increased revenue.
Your plan should include the following:
- A description of your products or services.
- The marketing objectives you set for the campaign.
- A budget.
- An action plan—breakdown of how you’ll execute the plan.
- The roles and responsibilities of the team members.
- What is in the best interest of your business—not just what you want for your own personal gain.
Blogs, videos, and social media are some of the most popular content platforms and they are constantly evolving to fit the ever-changing online marketing landscape. To ensure your content is sharable, interesting, and potentially useful to your audience, you must put in the time to plan out a content schedule. You can start by creating a calendar of blog posts and publishing at least two to three new articles per week.
Your content plan should include the following:
- A description of the type of content you’ll be creating (e.g., how-to guides, product reviews, etc.).
- Specific ideas for content that can be used to promote your business (e.g., a blog post about SEO or how to set up a campaign on Facebook).
- When you’ll be publishing content (e.g., a blog post about SEO typically comes with a few weeks of scheduled publishing).
- The target audience—describe the main groups of people interested in your product or service.
- The content metrics you’ll use to determine the success of your campaign (e.g., website traffic, social media activity, and conversions).
Measuring the success of your digital marketing campaign is critical for any business. Once you have established a baseline of data, you can identify areas for improvement and take action. You’ll need to decide what data will be the most useful to you and your team (e.g., website traffic, social media activity, page views, or downloads for a digital product)—and then set up automated reporting so you can track these metrics across different platforms. To get started, you can use free tools like Google Analytics 360, which collects all of this data in one place.
The more you know, the better you can plan. Once you’re equipped with the basics of a digital marketing campaign, you’ll be able to take your business to the next level. Don’t forget to keep your eye on the ball!