An effective digital marketing strategy can be difficult to pull together if you’re not a digital marketing specialist. But that doesn’t mean it’s impossible. One way to build your strategy is to create a number of digital marketing campaigns which drive traffic to the most important areas of your site.
As a small business owner you might feel a bit out of your depth with a digital marketing campaign, but there’s no reason to – all you need is some time and a bit of know-how.
The return on investment of a successful digital marketing campaign can be huge. An organically built community of social followers is the answer not only to more organic traffic to your site, but to more loyal customers.
See below to see how you can put a digital marketing campaign to work for your business.
The first thing to accomplish when creating the campaign is pinpointing exactly what you hope to achieve from it.
While your ultimate goal might be to increase the traffic to a particular page of your site, you should break down how you plan on achieving this if you want it to happen.
For example, if you want to create more sales, you will need more traffic heading to the checkout page of your website. This could require a higher click-through rate to the checkout from your social media pages, email marketing campaigns or from SEO.
Picking one route and focusing on it will give you a higher chance of success, and you can then begin to build the strategy.
Create the strategy
While the objectives might seem obvious, depending on the needs of your business, the strategy to increase traffic may not.
The campaign strategy is how you will go about achieving your main objective. If you decide to focus on the social side of your digital marketing for the campaign, then you can create a strategy based around the platform(s) you intend to use, the time(s) you intend to post and who you hope your posts will reach.
When drafting the strategy you should consider the ideal outcomes as well as the outcomes you aren’t too keen on. As unwilling as you may be to plan out a failed digital marketing campaign, it will help you avoid it from actually happening, and help you plan how to save it if it does start to fail.
Find the right keywords
The right keywords are essential for a digital marketing campaign, as they will ensure you appear in the right searches in Google and other search engines.
There’s rarely a right or wrong number of keywords to have, as long as you’ve covered all bases.
A quick search of keywords in your industry will put you on the right path to focusing your website content and social posts. You can double check by searching the results of these keywords, and refining them based on which area your business can be found in.
Form a consistent tone
Once you’ve chosen your keywords and created your strategy, you should think about the tone with which you will deliver the information.
Think about your target audience for this one and consider how they speak both online and in person. Your tone of voice should appeal to your audience.
Keeping a consistent tone of voice is vital for building customer loyalty. Failing to keep it consistent will confuse your customers and cause you to contradict yourself.
If you don’t think your tone is consistent you should have a look back at your social media (both organic and paid ads), website content and email marketing content. You can then adjust accordingly ahead of your digital marketing campaign.
Build a website to match
While you may have created the perfect digital marketing campaign that sings the praises of your business in the most eloquent way possible, you should remember that it doesn’t stop there.
If you want people to head to your website, that’s really where you should focus your attention.
Match your website with the quality and effort you’re putting into the rest of your campaign to gain the best results. This might mean building a blog that bellows your campaign from the digital rooftops, or it might mean working on a landing page that increases the number of people heading to the checkout.
Either way, keep it in line with the rest of the campaign so you don’t scare people off at the last post!