If you’re the owner of a small business, you’re probably well aware that a well-crafted marketing campaign is crucial to your business’ success. A campaign, by definition, includes a goal, a set of strategies defined to accomplish that goal and a set of tactics involved in each strategy. A digital marketing campaign is no different.
Now, the goals of a digital marketing campaign are clear-cut; they primarily include improving customer relations, increasing lead generation, boosting revenue and promoting your business’ growth and reputation in the industry. There are a number of strategies involved in a digital marketing campaign such as website development, e-mail marketing, on-site and off-site SEO, social media marketing, blogging, mobile marketing, and lots more. Each of these strategies can have a significant effect on your business goals.
But, here’s a pickle: just how do you pick the right combination of strategies that can effectively accomplish those goals? How do you ascertain if your business will benefit from it or if it could end up being a wasted investment?
When new business owners ask us what strategies we think would work best for them, we always tell them that there’s no single answer to that question. There’s no “one size fits all” option that will magically turn their fortune. Finding the right strategies for a digital campaign depends on the business in question, its target audience and its core aims. Each marketing solution is, in essence, as unique as the business that implements it.
Another misconception we often encounter with our clients is that each component or strategy is an individual player in the marketing campaign. In deciding what strategies work for a campaign, it should be understood that an effective digital strategy is a package of elements that make sense together, not separately.
Here are 7 essential components of a digital marketing campaign and the role they play within the campaign:
1. Website audit and improvements
A website audit is a complete and comprehensive analysis of your website and is done to:
- Identify the weaknesses pertaining to performance, user-friendliness, mobile responsivity, etc.
- Ensure that your website is search-engine friendly and that it complies with Google’s (and other search engines’) guidelines, and avoid getting dinged for failure to do so
- Identify effective fixes that can improve your website’s online visibility and boost lead generation.
Search engine optimization is a core element of the digital marketing campaign, and is primarily focused on ensuring that your website is search engine friendly. This includes:
- Identifying the right long-tail and short-tail keywords to improve lead generation and search engine visibility
- Updating your site’s XML sitemap to ensure your website is indexed effectively by Google, and in turn boost your site’s ranking
- Ensuring your website is mobile responsive, since Google’s mobile-first indexing places a higher value on mobile responsive sites.
If you anticipate pulling in a large readership, sharing relevant information to your audience on topics relevant to them can mean a big pull. When we include blogging in a digital marketing campaign it can serve some of the following:
- Increase your visibility and grow your brand’s awareness
- Increased traffic to your website
- Generate leads through the increased visibility and awareness
- Develop a trust-based relationship with visitors through blog comments and shares.
Social media marketing encompasses a number of tactics that includes forming active and direct relationships with your customers over social channels like Facebook, Twitter, Pinterest, or other platforms. Owing to the number of platforms available, one of the major goals of SMM is that it can be used to:
- Increase your company’s visibility amongst a diverse new group of users across each platform
- Increased loyalty from previous customers
- Share immediate updates and content with your followers or fans and interact with them personally.
As tempting as it is to post everywhere in hopes a wider net eventually catches an audience, it is a mistake. You only need the channels where your customers hang out. Focusing your efforts is more cost effective.
5. Paid Advertising/Google Adwords
Pay per click is a tactic that is often recommended for startups and small businesses. It can be used to:
- Increase business visibility to a larger audience that is specifically targeted to your goals vis-à-vis geographical location, device, language and other criteria.
- Generate consistent website traffic with increased chances of lead conversion owing to targeted promotion.
- Generate measurable results on the success of your marketing strategy such as number of clicks generated, cost per click, conversion rates, etc.
6. E-mail Marketing
E-mail marketing is one of the digital marketing campaign’s most effective tactic, and can be more effective than social media in achieving your business goals. It can be used to:
- Build credibility and trust among your consumer base
- Increase customer engagement and communication, leading to higher chances of lead conversion and customer retention
- Boost your sales revenue and website traffic through consistent e-mail marketing campaigns
There again, collecting addresses in your contact list and indiscriminately sending communications is not something we recommend. You may say “But I get a 25% open rate!”. However, if only a handful of recipients take the next step (click to read a blog, for instance), you have wasted your time (and theirs). Segmentation is a step that should never be neglected.
Analytics is needed to gain a clear picture of the effectiveness of the digital campaign, and assess the contributions of each of the above the campaign components to the overall goals of your business. It can also be used to measure the efficacy of offline tactics, as well.
So, looking at the above benefits, it should be clear that choosing to randomly implement a handful of them or all of them at once will not benefit your business. On one hand, you could lose out on the benefits of a tactic you chose to leave out, and on the other, you could end up wasting your investment on a strategy that doesn’t really help your business.
For instance, if your primary goal is to boost traffic to your website, an obvious choice would be a blog. However, a poorly designed website that hasn’t been optimized for search engines will render a blog completely useless. On the other hand, to achieve increased engagement on your blog, you need to promote it actively on various digital channels including social media and e-mail.
In conclusion, a digital campaign is only as good as the sum of its parts. While each component has their own benefits, it’s their overall benefit that determines the success of the campaign.