How to get your business really happening online
If you’re going to execute a digital marketing campaign correctly, you first need to create a project plan. But this is much like most things with any degree of complexity. Creating a project plan is basically just a map, detailing the steps you’ll take in carrying out your digital marketing campaign.
Select an objective
The first step is to isolate one clear objective you’d like your digital marketing to achieve. For example, it might be that you want your website to be more discoverable or you want to specifically promote a new product or service. For maximum efficiency, it’s a good idea to choose just one objective as the focus of your project plan.
Do your research
Research is the backbone of every successful digital marketing campaign. Your project plan should include:
- Competitive analysis
- SWOT (strength, weaknesses, opportunities, threats) analysis
- Understand your target market — demographics, buying personas, etc
- Identify your customers’ buying cycle — where are they in the buying cycle? Ready to buy? Still researching? Find out!
Set your strategy
Once you understand the market you’re operating in and who your ideal buyers are, you need to outline your marketing strategy. This phase in your project plan should include:
- Define your goals — how will achieving them benefit your business?
- Understand your unique selling proposition (USP)
- Identify the correct content to target customers
- Define your distribution channels — email, social media, etc
- Outline how you will create content and what it will include
- Define your SEO strategy.
Set KPIs and measurement methods
How will you measure the success of your digital marketing campaign, and after how long? Your KPIs (key performance indicators) should be linked to the objectives you set at the beginning of your project plan. If your objective was to make your website more discoverable, the logical KPIs would be to measure where your website appears in search engines for certain keywords, how often your content is engaged with on social media, and an overall increase in traffic over a certain period.
Regularly measure how your campaign has progressed to ensure it’s delivering ROI. If it’s not, or after a month or two there’s a drop off, re-calibrate and shift your strategy so it starts delivering again.
Still need help reaching customers online?
If this still sounds baffling, or you feel like you could do some of it, but need help with other areas, it can certainly pay to have a professional create your digital marketing project plan. To find out more, go to www.virion.com.au and speak with one of the friendly team members (with no-obligation) about what you’re trying to do.
Or if you want to do most of the work yourself, enrol in an online social media and digital marketing training course to take you through each stage in creating an efficient digital market strategy for your business.