We pride ourselves on being the most popular travel agent in the south of England, servicing the holiday needs of thousands of people each year and helping them to plan life’s great moments. Our expertise has led to us being recognised and awarded for our professional services, and enabled us to build a strong brand reputation as leaders in our field.
But in order to continue serving our customers and expanding our business, we know we need to find new ways to engage with prospective clients. Technology has enabled us to create mini-websites for our customers, which can be accessed from anywhere in the world, and through which they can perform all of the functions of a conventional website. Now we need to find ways to bring those mini-websites to life and encourage our customers to’meet’ us online.
That’s where you come in. In order to increase our exposure and attract more holidaymakers to our website, we’re looking for innovative ideas that will help to drive business and brand awareness online. One such project that we’ve embarked upon is called ‘Online Marketing’, and it’s focused on getting more people to know and use our services, and to ultimately enjoy a healthy return on investment.
The Role Of E-Marketing
Traditional marketing, which ranges from TV advertising to billboards and magazine spreads, is still very relevant when it comes to getting people’s attention and enticing them to come back for more. However, we all know that people are bombarded with marketing messages every day, and it’s become increasingly difficult for advertisers to get their message through to the consumer.
E-marketing is designed to combat this by using different mediums (such as search engines, social media, etc) to reach the consumer. Essentially, e-marketing is the practice of marketing via the internet and mobile phones. Just like conventional marketing, e-marketing allows advertisers to have greater control over the target audience and engage with them more effectively. Furthermore, with many people cutting back on traditional magazine and billboard adverts due to rising costs and the glut of content available online, digital ads like Google Adverts or Facebook Ads can be perfectly timed to reach the user at a precise moment and create a more personal connection.
The Importance Of Personalisation
We know from experience that using a singular approach to marketing can be ineffective, especially when it comes to e-marketing. After all, we’ve all been there, clicked on a Google Ad and arrived at a website we didn’t expect to be on, or signed up for a newsletter we were never going to subscribe to. So, in order to appeal to as many people as possible, e-marketing uses ‘big data’ to tailor offers and promotions to specific individuals. This form of marketing is called ‘personalised marketing’ or ‘data-driven marketing’ and it uses various methods to uniquely identify each person (such as their name, email address, device used, etc). When a business or brand provides personalised content or services to customers, they are said to be using ‘individualised marketing’. It is essential to keep in mind the distinction between these two terms when communicating the purpose of your campaign.
Why Online Marketing?
The world has changed. Back in 2007, when we first started experimenting with e-marketing, the prevailing wisdom was that online marketing was a fad that wouldn’t last. After all, none of us had ever heard of a ‘digital detox’ and the idea of taking a break from social media seemed almost impossible. Nowadays, with countless digital platforms and social networks existing (and thriving) online, it’s become obvious that this simply isn’t true.
What is true is that we live in a world that is changing faster than ever before. People are finding new ways to connect with one another, gain inspiration and drive business online. It would be a missed opportunity if businesses don’t take advantage of this trend and ensure that they keep up with the changing times.
With all of this in mind, you might be wondering what makes our mini-website particularly suited to an online marketing campaign. Well, we believe that our customers are likely to be more engaged with content that is easily accessible, and that encourages them to come back for more. Additionally, our website is built on the Divi framework, which is extremely flexible and enables us to quickly alter the layout of any page or post by simply changing a few css styles. This, in turn, makes creating digital content incredibly quick and easy.
Set Up Your Own Online Marketing Campaign
If you’re looking to get started with online marketing, the first thing you’ll need to do is to set up a dedicated e-mail account. This is where you’ll send out all of your marketing material, such as brochures, press releases, etc. By doing this, you can ensure that all of your content is easily accessible and that you don’t miss any important deadlines. To put this into practice, you can use a tool like HubSpot to create and send out an email campaign in no time.
As a next step, you’ll want to set up a website that is easily accessible from anywhere. This could be on a brand-new domain, or on a sub-domain of your existing one. The choice is completely up to you. Additionally, you’ll want to make sure that the site is optimised for SEO, so that it can effectively rank on the search engines when customers perform searches using keywords or keyphrases. Nowadays, SEO is a 24/7 job, and you’ll need to be sure to keep up with all of the latest changes and updates as they come into play. For this reason, it’s a good idea to hire a digital marketing agency that can manage all of the SEO work for you.
Develop Effective Online Marketing Strategies
Once you have a functional, search-friendly website with a clear idea of what you’re trying to achieve with the marketing campaign, you can start to develop more detailed marketing strategies. For example, you might want to consider using SEO to improve the web pages where your target audience spends most of their time, and use content creation (such as videos) to attract more people to those pages.
From here, you can build on what you’ve established and continue to develop personalized strategies for each of your digital marketing efforts. This way, you’ll ensure that the strategies you develop are effective for a wide audience, and that you’re not wasting time and money on campaigns that don’t generate results. To put this into practice, you can use a tool like Google Analytics to track the activity on your website and identify key marketing metrics to work towards. For example, you might want to set a goal of getting 1000 daily visits to your site, and use Google Analytics to track the steps it takes to get there. This will help you to easily identify what’s working and what needs to be changed to achieve your goal.
In order to ensure that you’re using e-marketing effectively and are gaining maximum exposure, you need to follow a series of steps. Below, we’ve compiled a list of everything you need to do in order to set up your own personalised e-marketing campaign.
Step One: Create a Marketing Plan
The very first step is to create a marketing plan. A marketing plan is a roadmap that sets out the key objectives for your e-marketing campaign, and it helps you to stay focused on achieving your goals. When you’ve created a marketing plan, you’ll know exactly what you’re working towards and the milestones you need to hit along the way.
To create a marketing plan, you can use the Planning Phase of your project to establish key objectives and set deadlines. As part of this process, you can consider creating a to-do list, which can help you to keep track of all of the tasks you need to complete, and the estimated time to complete them. For example, you might list ‘create a brochure’ as the first task, with a due date of 30 September 2017.
After you’ve completed the to-do list, you can move on to the next step.
Step Two: Identify The Key Performance Metrics
Once you’ve got a to-do list in place, you can move on to the next step, which is to identify the key performance metrics. Key performance metrics are the measurements that you’ll use to determine the success of your e-marketing campaign. For example, you might want to consider using the following metrics to measure the effectiveness of your brand identity and website navigation.