Maximising success in your digital marketing strategy

Lockdown has meant that many of our customers can only be reached online, meaning that digital marketing has never been more important, and potentially more powerful.

Seen by many as a dark art there are some basic steps you can take to make sure you get a return for your financial and time investment, and yes, anyone can make their digital marketing work for them when they follow some foundation stage thinking.

6 Pre go-live foundation steps

1. The first step is to get super clear on what you are trying to achieve; acquisition, engagement, profile raising, loyalty, renewal or a combination of any of those.
2. The second is to identify which customers you are trying to attract, the more work you do in sketching out their demographics, behaviours and cultural reference points the more likely that you’ll be able to shape content to which they will respond.
3. Point three is mapping out which customer groups are relevant to each of your products, and whether there is a natural entry point product and upsell journey. Segment the products you will market to cold and existing customers.
4. Shape up articulation of each product and make sure that you emphasise the real outcomes which your customer will achieve as a result of using your product.
5. Think about whether a referral process will work in your business model, can you reward customers for the referral?
6. Use analytics to understand what’s working and what isn’t in your digital marketing, that way you can be agile in dialling up and down campaigns as you collate the results.

These points are all part of your pre-activation strategy, once you’ve completed them then you are ready for the next phase – go live!

5 Go-live action steps 

1. Decide which channels to use, based on where your ideal customers show up. Always best to trial a campaign using organic reach (free content publishing) and paid campaigns using a small test budget. As you measure results you can increase or cease your spend.
2. Be clear about how you’ll convert views and engagement into sales. Treat the approach as you would in direct response marketing – everything must be directed towards a meaningful, relevant Call to Action.
3. Develop a friendly relationship with your prospective customers, through social media blogs or permission-based email. Use customer feedback to identify and repeat what seems to be the most successful approach.
4. Use marketing metrics to measure your success, with the goal of increasing your customer numbers, how much they spend and how often. Evaluate customer worth and determine how much investment you are prepared to make to get each one.
5. Pick your strengths and focus on them so you are identified as an expert in your specific field.

 

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