Let’s face it, it’s hard to capture the attention and interest of your target market these days.
From a stream of near-constant email advertisements to online banner ads, pop-ups, and videos, marketing is everywhere you look. Not only do you have to contend with about a million cat pictures to get your customer’s attention, but you also need to prove that you’re better than all the other businesses out there who say they can do exactly what you do, only better.
The solution is a digital marketing campaign that takes the customer journey into account and helps you to engage with your audience through every stage of the sales funnel. With that in mind, here are 7 must-haves that every digital marketing campaign needs.
1. A Content Marketing Strategy
How do you convince your customer that you’re valuable before they have a chance to check out your product or service? The simple answer is to give them a different kind of value.
The content that you produce and publish online will impact the way that your customers perceive your brand. Innovative and relevant content combined with SEO and social media marketing is perfect for not only spreading brand awareness but increasing engagement too. From video to blogs, make sure that you have a content strategy.
2. Search Engine Optimisation
You know that today’s consumers can’t be bothered to search any further than the first page on Google when looking for a solution to their problems. With that in mind, you need to be ready and willing to rank higher than your competitors.
SEO means looking at the technology and content on your website, social media platforms, and more, to ensure that you out-rank other people who are battling for your customers.
3. Social Media Marketing
Understanding your target market is crucial to any kind of business success these days. After all, consumers are looking for personalised, relevant experiences. One of the best ways to not only learn about your audience but engage with them too, is through social media marketing.
With social media marketing, you can reach out to your customers, give them a better insight into your brand personality, and begin to build a relationship that will potentially improve brand affinity for years to come.
4. Email Marketing
Today, email marketing is still one of the best ways to connect with your audience and nurture leads into sales. Adding a powerful email marketing campaign to your online strategy gives you a way to reach out to your audience and keep them active with your brand.
This can not only increase the loyalty of your customers but increase your chances of return clients too, which leads to more profits for your business.
5. Influencer Marketing
Want to build trust with your target audience, but struggling to get the authority you need at such an early stage in your business? Influencer marketing could be the solution. With influencer marketing, you simply borrow the influence of another celebrity or niche expert and ask them to give your brand a shout-out. This helps to make you a more credible business, and can even expand the reach of your company online.
6. Competitor Analysis
If you want your advertising campaigns to be successful online, then you need a solid strategy. Usually, this starts by considering what kind of goals you want to achieve for your business and the things that you can do to contribute to those goals.
Looking into your competitors can give you an insight into what’s already working for people in your niche. Though you shouldn’t simply copy what they’re doing, it can be useful to use competitor analysis to inspire your own campaigns.
7. Analytics and Tracking
Finally, as your digital marketing campaigns grow and evolve, it’s crucial to make sure that you learn as much as you can from your efforts, so that you can optimise your strategies for the future. Tracking the right metrics through each digital marketing campaign will help you to learn more about what works for your target audience, which initiatives you need to work on, and which plans you should scrap altogether.
Digital marketing isn’t a set-it-and-forget-it solution to success, it’s something that requires constant work, and ongoing dedication.
Rob is Founder & Publisher of UC Today, a leading news publication specialising in Unified Communications & Collaboration technologies.