You’ve got a piece running here, and another running over there. Today maybe you’ll sign up for something else you see and then that’ll be running, too.
You’ve got campaigns and pages left and right, but none of them are even connected, let alone working together. Where’s your strategy?
On the field and off, having a plan is Step 1 in executing something properly and receiving the best possible results. Without it, your tactics become disorganized, scattered, and ineffective. What good is building a marketing campaign and spending your hard-earned money if you’re not going to do it in a way that delivers promising leads and loyal customers?
Assess your Audience
Who are they? What do they like? Where can you find them? Your first task before building any sort of marketing strategy is to understand your customers. Buyer Personas – a picture painted of your customer, their frame of mind, and their problems you can solve – are the foundation of all your marketing efforts. Once you know who they are – by age group, personality, interests, and other general identifiers – you can move on to defining your campaigns.
Find your Outlet
Which marketing channels will best reach your customers? Are your customers likely to be auto-enthusiasts or news junkies? Or are they more likely to be found perusing Facebook? Or do you want to reach customers who are in the market, actively searching for your services? Select your marketing tool based on where your customers are most likely to be found, and what will best resonate with them.
Whether you’re choosing PPC, Facebook Ads, or Display Advertising, you’ve got great options for targeting. Narrow the scope of your campaign by demographics such as age, location, or gender, or select your group’s general interests like cars, fashion, or travel.
Connect your Campaigns
As you set your campaigns up and content is ready to be published, make sure that you’re connecting the dots. Tie your ads to your website, your blog to your landing page, and your calls to action to your trackable phone number. And, most importantly, tie it all to analytics. Connect both online and traditional campaigns (through offline event tracking) to Google Analytics to gather real (and real-time) data about who you’re reaching, whether it’s working, and how people are engaging with your brand.
Analyze & Adjust
Remember all that data you’ve been gathering? Now you get to use it. Listen and learn to what your customers are saying through their behavior, and adapt your strategies accordingly. Customers bouncing off your website without further exploration? Take a second look at your site design and content. Gaining traffic from a different demographic set? Tailor your campaigns to resonate with this new audience. If at first your marketing campaigns don’t succeed, no problem! Making data-driven decisions is a surefire way to find – and build on – success.
You’re sure to win when you define and follow your digital marketing game plan. Without it, you’re lost in a mess of Xs and Os with no clear path or organization. Establish your game plan and score customers, sales, and more.