Core Components of a Successful Digital Marketing Campaign
What is Digital Marketing?
Where marketing is concerned, one might ask the above: "What is digital marketing?," "What are the core components that will set up my campaign for success?" & "Do I need a digital marketing agency in my corner?"
We will explore the answers to all three of those questions below. In addition, we are going to talk a bit about what those core components are (providing value!) and why they are needed for your campaign. No one wants to miss an opportunity to reach their target audience or the chance to convert them to a customer. Once armed with the understanding of what is needed to run a dynamic digital ad or campaign, you will feel more confident in your campaign strategy.
First, What is Digital Marketing?
Digital, or online marketing, is utilizing online sources, channels, and platforms to get the word out about your services, products, brand, business, event, and so on. For us, growth marketing and digital advertising can be done through several different methods such as the following:
- Search Engine Optimization, or SEO
- Pay Per Click, or PPC Ads
- Social Media Marketing
- Facebook ads (or Paid social media ads)
- Email Marketing
- Content Marketing
- Follower Engagement
- Live Shows, Posts, or Discussions
And so on.
Core Component #1 – Having a Website
In today's digital world, it is nearly impossible to have a business without a website...and it is insane to try. Regardless of what you want, your customers are internet savvy and can smell a bad website a mile away and it says something about you. If your website is not responsive, not user-friendly, or professional looking, if it takes a ton of time to load, you run a very high risk of having low conversion rates, e.g. no one is going to buy what you sell. You've already lost credibility. Consulting with a digital marketing agency (and let's be fair, we know a ton of great ones around the country), is a great way to ensure your site in up to par, optimized, ready to rock the world of the small business. Or big business. Whatever business you manage, let the agency that does this every day do what they do best and put you in a position to win.
So, that is the answer to whether you need an agency – Yes! This is because digital marketing and website health can be an intimidating task for many. They are such an important piece to all of this as well. There's just so much to keep on top of and I haven't started on the "normal" stuff.
Getting professional assistance will help to ensure everything is set up correctly.
Core Component #2 – Having a Social Media Presence
Having a good social media marketing presence is vital to any digital marketing campaign. You may use the various platforms like these:
- And Many Many Others (emerging every day!)
Social media is a touchpoint for your consumers. They are in these communities for many hours every day, shopping, browsing, talking, sharing. They see content, reviews, comparisons, referrals. If their friend buys your pizza, they know it's worth his/her time, so they ask. They might buy - 84% of people trust online reviews as much as friends as it is. If you just have a page, no content, no care -- if you treat it like that website from before that you didn't care about, you show that since it doesn't matter to you, it doesn't matter.
It matters to them though. The customer cares because social is connection. It's people doing business with people. It's ROR - return on relationship and it's why people give a damn about who they buy from and where they shop since the dawn of time.
When you have a presence on social media platforms you will be able to directly engage with your target audience. This can build trust, brand loyalty, and convert a follower into a valuable customer.
Core Component #3 – SEO (Search Engine Optimization)
We always write that the other way around, so I just figured I would spice it up a bit.
As mentioned above, it is vital to have a website, however, in doing so, it is just as important to have your pages, blog posts and your content optimized so that the crawlers can find your site and return it in one of the first three result pages. That's just to start. Then you need to make sure that you continually monitor backlinks (if you have none, you need to find a nice way to get some - maybe hire and agency?), get tools to see what your competition is doing, finding places to compete in search on the SERP (search engine results page).
Having an active blog with SEO is needed to keep your site fresh. Google loves new stuff of quality! Yes, the process does take time and people that only sell leads or PPC will complain about how slow it can be, but the results almost always speak for themselves. If someone Googles "plumber near me" they will get an ad, sure, but if there are 10,000 searches a month for that query, but only 1,000 clicks on the top ads for it, that means there are 9,000 opportunities to win some customers over. They have a direct problem that they are looking to fix, but this is absolutely necessary and it is another area that an online marketing agency can help.
Core Component #4 – Spending on Facebook and Google Ads
You might have an audience and it could be pretty sizable. It could. But these ads will allow you to target your particular audience by setting specific parameters. Some of those include: Geo-location, age groups, and even keywords or search terms. Facebook and Google will allow you to retarget to your list and perhaps find audiences that are similar.
You can build lead ad campaigns to capture information to feed email marketing as well -- another great touchpoint on the buyer's journey.
Creating a solid digital marketing campaign can seem like a daunting take to undertake. However, now that you have the knowledge of some of the core components you need to include, you have a great place to begin.
Never be afraid to contact a digital marketing professional for assistance to be sure your online marketing strategy is on track. Digital advertising in the age we live in today is a must for businesses.
Of course the traditional avenues of marketing are still there (print, direct mail, radio and television ads), but they can no longer stand alone in producing the best ROI and conversion rates. Developing a digital footprint will maximize your exposure to potential customers when you have a digital advertising campaign set up right from the beginning.