Everyone is on digital at this age and marketers know the power of marketing online in creating brand awareness and generating ROI. As a digital marketer, you have to know the ins and outs of all areas in the online world including social media, e-mail, websites, and SEO. To build a successful digital marketing campaign a digital marketer has to be tech-savvy as well as create content that resonates with their target audience. Making an online campaign is vastly different from traditional forms of marketing. Through the technological tools, online a digital marketer will immediately know if campaigns are a success and if audiences are responding. In the digital world, a marketer has the ability to track every detail. This is a great advantage in making future campaigns effective and pinpointing and identifying exactly the important data to be included in a marketing campaign.
Know the Goals of Your Campaign
Your campaign has to begin somewhere but that beginning should be focused on a single point. Your campaign has to be specific. Although your company may have a lot of goals in the back burner don’t implement them at once in one campaign. The key is to focus on one topic or else you might confuse your subscribers and customers. There are several goals that may fit your current campaign or you can choose from such as promoting a new product or service, increasing brand awareness, gathering customer feedback or content, generating revenue, boosting user engagement, and advertising an upcoming event.
You can be very specific with your goal and apply the SMART concept in your campaign. SMART means to be specific, measurable, attainable, relevant and timely. As an example of a marketing campaign using the SMART method, you can gather user-generated content from 200 customers through a hashtag on Instagram featuring your new product line by June 30, 2019. This kind of campaign is measurable and has a specific goal and time limit making it easier to understand and implement.
Identify Your Target Audience
If you know your target audience, that may help you in creating the perfect online marketing strategy. Not all audiences are the same and you have to know all the details and unique personality of your target audience to make the kind of content that will resonate with them. The most important thing to consider is knowing what stage of the buyer’s journey your campaign is targeting. Is your goal to get new customers? Are you dealing with existing clients and want to gather feedback? Are you marketing to an entirely new market? Are you marketing to those who recognize it? Are you introducing a new brand identity? Your audience will either be in the Aware, Consideration or Decision stage and your marketing will depend on these stages. At this point, it is important to ask questions so your marketing strategy will be able to answer them and, in the end, bring satisfaction to your audience or customers. Know the general interest of your audience.
Find out where your audience hangs out online and for what purpose they use social media. Identify the kind of content your audience is interested in. At this point, you have to know their cultural references. Should you go for something witty and humorous? Lastly, identify the pain points of your audience. How can your products and services solve their problems? The last is a powerful consideration and may just be the determining factor for conversions. Audiences want products and services that are relevant to their daily lives.
Reaching Your Audience
If you have already established your marketing campaign the next step is how to reach your audience. There are channels to reach your audience which you already own while there are channels that you have to pay for. The channels you own are your blog, your website, your social profiles, and your e-mail list. Your e-mail list is important because these are the users who are already aware of your products and services and have opted into your content. You can use your e-mail list to make newsletters and to make an e-mail campaign. Make sure your list is hygienic and organic. It is important to verify your e-mail list to make sure that your e-mails are actually going somewhere. Delete all inactive e-mails. You will get penalties if you get too many bounce rates and you may even get banned and receive a lower reputation.
If you are going to decide on a channel to reach your audience you should first start with two or three channels. After that, you can use the paid channels to boost your presence online. Paid channels include pay per clicks, display ads, native advertising, and paid influencers.
In order to make a successful campaign, you have to identify the data that matters the most in your strategy. Identify a single goal in your campaign so you can get results. It is also important to know your target audience so you will be able to craft the type of great content that will generate leads and conversions.