Online marketing is a form of marketing that takes place primarily via the internet. It is a versatile tool that can reach more people than we could possibly communicate with in person. It is a form of marketing that is all the more effective when combined with other marketing methods like television marketing, radio ads, and print publications. When using digital marketing to promote your product or service, you will need to consider a number of different factors including budget, target audience, content, and measurement.
Budget is a key consideration whenever we are discussing any sort of marketing campaign. However, it is especially crucial when we are talking about online marketing because every other element of the campaign is determined by the budget. For example, if you are running a PPC campaign you will need to consider how much you are willing to spend on individual clicks. You will also need to set a daily budget for each ad group to ensure you do not go over your allocated budget.
2. Target Audience
The target audience is the group of people you are trying to reach via your campaign. Your product or service may be enjoyed by any type of user – from infants to adults, men, women, and even animals! You should consider the target audience when deciding on the style and content of your ads. For example, if you are marketing dog food, you will want to ensure that your ads are appealing to dog owners. You might want to consider running ads featuring dogs or other animals – this will make your ads more memorable to prospective customers who are constantly looking for products for their pets.
What will you put in your marketing material? You will need to consider the type of content you will use for the various platforms you are advertising on. Different platforms will require you to submit different content. For example, YouTube videos will need to be short and snappy while Instagram stories need to be longer and more in-depth.
Whether you decide to create funny videos, adorable memes, or informative pieces on the advantages of your product / service, make sure that the content you create is relevant to the target audience you have chosen.
Your ads will need to stand out from the crowd. This means you will have to consider the form in which you present your information. Do you want to use a cartoon caricature to represent your brand? Or would you rather go for a realistic visual of a person or animal and try to ‘sell’ the product via body language?
Your marketing material should be engaging enough to keep the reader’s attention. If you use a number of different platforms to promote your product, you will have to consider each platform’s funnel to ensure that the reader does not get distracted and click away from your blog or website.
You will need to consider how you will measure the success of your campaign. There are a number of different metrics one could consider including the number of leads produced, the number of people who clicked on a particular link and generated interest, or the conversion rate of people who visited a particular page and provided their contact details.
What internet technology will you use to run your campaign? Your answer to this question will depend on a number of other factors including the size of your target audience (i.e. the number of people you want to reach) and the platforms you are using to promote the product / service. For example, if you are using a Facebook ad campaign you will need to consider whether you want to use text or image ads, or both.
Depending on your budget you may want to choose one of the two text-based ads or the customizable image ads. With text ads, you will get the best results if you target users based on their interests. You can also choose a custom image for your ad, which will give you complete control over your ad’s visual. However, if your budget allows you to run personalized image ads, you may see better results from these types of ads.
A successful marketing plan calls for a clear strategy regarding social media as well as other platforms. In order to achieve the best possible results, you will need to consider how you want the public to perceive your product or service. What do you want them to think about you and your company? Will you want them to think of you as a reliable brand that they can trust? Or will you want them to envision you as a joke or scam?
For example, if you are marketing dog food and you decided to run a funny video campaign, you may want to consider deleting the video once you see it gets a lot of laughs and positive feedback. But if you want to retain the interest of the video audience, you may want to leave it up and see how much traffic it gets.
Once you have a clear picture of how you want the general public to view you and your company, you can decide on the ideal platform to use. If you want to build credibility with your audience, you may want to choose a platform that is considered to be ‘safe’ for business, like Google Ads.
9. Measurement / Analysis
The final stage of any successful marketing plan includes analyzing the results of the campaign. This will require you to consider several different metrics including clicks, impressions, video views, and social media engagement. With the exception of social media, which can be difficult to measure, the others are fairly straightforward. When using Google Analytics to track the results of your online marketing campaign, you will be able to see which platforms are bringing in the most traffic and how people are interacting with the content you created for your ads. The more you analyze the results, the easier it will be to determine which parts of your plan worked and which parts need to be changed.
To conclude, digital marketing is a form of marketing that allows for greater flexibility regarding the style, content, and target audience of your ads. However, this does not mean it is without its flaws. Make sure you consider your budget before beginning your digital marketing journey because every other part of the campaign is determined by it. Once you have set your budget, make sure you consider the type of content you will use for each platform you choose to use. The content you use will affect your results so make sure you choose content that will encourage the viewer to take some kind of action – like making a purchase or signing up for a newsletter.