Because it reaches such a huge audience, digital marketing has grown in popularity, and it is critical that you do it correctly.
In this RisePath post, we walk you through a complete step-by-step method to help you get started with digital marketing.
The following are the steps involved:
- Define your objectives.
- Determine who you want to reach.
- Set aside money for each digital channel.
- Maintain a healthy balance of paid and free digital strategies.
- Make interesting material.
- Make your digital assets mobile-friendly.
- Perform a keyword search.
- Iterate based on the data you collect.
1. Establish your objectives.
When you’re initially starting out with digital marketing, it’s vital that you establish and define your goals, because your strategy will be tailored to those goals. If you want to raise brand exposure, for example, you should focus more on reaching new consumers through social media.
Alternatively, if you want to boost sales of a certain product, it’s vital to work on SEO and content optimization to attract potential consumers to your site in the first place. If you want to increase sales, you could also try PPC campaigns to generate traffic through paid adverts.
Whatever the situation may be, developing a digital marketing strategy is easiest once you’ve established your company’s primary objectives.
2. Determine who you want to reach.
One of the biggest advantages of digital marketing is the ability to target specific audiences – but you can’t do so until you first identify your target audience.
Of course, depending on the channel or goal(s) you have for a particular product or campaign, your target audience may change.
For example, you may have observed that the majority of your Instagram audience is younger and enjoys hilarious memes and short videos, whereas your LinkedIn audience includes older professionals seeking more practical advice. To appeal to these various target audiences, you’ll need to change your material.
3. Create a budget for each digital platform.
The budget you choose is mostly determined by the parts of digital marketing you want to include in your strategy.
The good news is that if you’re focusing on inbound strategies like SEO, social media, and content production for an existing website, you won’t need much money. The major focus of inbound marketing is on developing high-quality content that your audience will want to consume, and the only investment you’ll need is your time unless you plan to outsource the task.
There is obviously some cost associated with outbound strategies such as web advertising and acquiring email lists. What it costs is determined by the level of visibility you desire as a result of the advertisement.
For example, if you use Google AdWords to implement PPC, you’ll compete with other businesses in your field to appear at the top of Google’s search results for keywords related to your business. This might be quite reasonable or incredibly expensive depending on the competitiveness of the term, which is why it’s a good idea to focus on growing your organic reach as well.
4. Maintain a healthy balance of paid and free digital strategies.
To be genuinely effective, a digital marketing plan will almost certainly require both paid and free elements.
For example, if you spend time creating comprehensive buyer personas to identify your audience’s needs and then focus on creating high-quality online content to attract and convert them, you’ll likely see strong results within the first six months, even if you only spend a small amount on advertising.
If paid advertising is included in your digital strategy, though, the results may be even faster.
Finally, for more long-term, sustainable success, focus on growing your organic (or “free”) reach through content, SEO, and social media. A social media manager software can help you with that.
When in doubt, try both and iterate as you learn which channels — sponsored or free — work best for your brand.
5. Produce interesting stuff.
It’s time to start developing content for the various platforms you’ll employ once you’ve identified your target demographic and established a budget. Use your social media manager software to create social media posts, blog posts, PPC advertisements, sponsored content, email marketing newsletters, and other forms of content.
Naturally, any material you develop for your audience should be fascinating and engaging, as the goal of marketing content is to raise brand awareness and boost lead generation.
6. Make your digital assets mobile-friendly.
Mobile marketing is another important aspect of digital marketing. In fact, smartphone usage accounts for 69 percent of time spent viewing digital media in the United States, while desktop-based digital media consumption accounts for less than half — and the United States remains mobile’s least ardent supporter when compared to other countries.
This means that mobile-friendly digital ads, web pages, social network photographs, and other digital assets are critical. If your business has a mobile app that allows people to interact with your brand or shop for your items, it’s considered digital marketing.
Mobile users should have the same good experience as desktop users when connecting with your firm online. This entails using a mobile-friendly or responsive website design to make browsing on mobile devices more convenient. It could also involve lowering the length of your lead generation forms to make it easier for individuals to download your content on the move. When it comes to social media photographs, keep in mind that image dimensions are reduced on mobile devices, and text can be chopped off.
There are numerous ways to optimise your digital marketing assets for mobile customers, and it’s critical to evaluate how the experience will transfer on mobile devices when adopting any digital marketing strategy. By keeping this in mind at all times, you’ll be able to create digital experiences that engage your audience and, as a result, get the results you want.
7. Perform a keyword search.
Digital marketing is all about reaching out to specific audiences with customised content, which requires thorough keyword research.
Keyword research is essential for optimising your website and content for SEO and ensuring that people can find your company via search engines. Social media keyword research can also assist you to sell your products or services on various social media platforms.
Even if you don’t have a full-time SEO specialist on staff, keyword research is still necessary. Make a list of high-performing keywords related to your products or services, and think about long-tail variations for more options.
8. Iterate based on the data you collect.
Finally, learning how to pivot based on analytics is critical for developing a long-term effective digital marketing plan.
For example, you might discover after a few months that your Instagram audience isn’t as engaged in your material as it once was, but they adore what you’re doing on Twitter. Sure, this could be an opportunity to rethink your Instagram approach as a whole, but it could also indicate that your audience prefers to consume branded material through a different channel.
Alternatively, you may discover that an older web page isn’t receiving as much traffic as it formerly did. To guarantee that visitors are finding the most up-to-date, relevant content for their needs, consider upgrading or removing the page entirely.
Digital marketing offers organisations a wide range of options for long-term success, but it’s up to you to take advantage of them.
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