Every industry is continuously evolving. As such, you should be willing to adopt innovative digital marketing strategies that can help your brand stay ahead of the curve.
Since potential customers can be found all over the web, building a strong online presence is necessary.
Here, you can tap various digital marketing platforms to educate a larger audience about your brand. The goal is to drive sales and create additional revenue options.
With the global pandemic, the need to go digital has become even greater. However, starting a digital marketing campaign can be daunting for many small to medium-sized businesses.
That said, we have created this handy checklist to help direct your marketing tactics in 2022. The guide is divided into four main components, each serving as a foundation for the next.
- 1 Delve deeply into market research
- 2 Envision your ideal customer
- 3 Conduct a market analysis
- 4 Create a unique brand image
- 5 Determine your identity
- 6 Develop your brand logo
- 7 Create your company website
- 8 Build your digital marketing campaign
- 9 Utilize search engine optimization (SEO) practices
- 10 Create a social media plan
- 11 Track results and make necessary modifications
- 12 Measure results
- 13 Monitor traffic
Delve deeply into market research
Envision your ideal customer
One of the most crucial and sometimes overlooked steps in creating a good marketing strategy is to construct an imaginary “perfect buyer” for your company’s products or services.
Consider these questions when building an ideal profile of a person you want in your customer database:
- Who typically uses this type of product or service?
- Which demographics do they belong to?
- Why do they require this product or service?
Recognizing the standpoint and shopping behaviors of that one perfect buyer will make it easier to plan conditions that encourage them to move from browsing to purchasing.
Conduct a market analysis
Taking the effort to research similar businesses that offer the same products or services as your company can yield a wealth of beneficial information.
Benchmarking their processes, determining their ideal customers, and spotting unexplored market segments can help turn targeting challenges into marketing opportunities.
In many cases, it’s very difficult for startups to infiltrate an established market. Consider how your competitors have overcome these obstacles, so you can use their tactics as a reference and improve on them.
This is also an excellent time to do a digital marketing assessment of your competitors.
Learn what they are doing, search for gaps in their techniques, and strengthen your marketing strategies to outperform them online.
Also, check out – Types of flyers
Create a unique brand image
Determine your identity
Building a personalized brand takes more than just designing logos and writing slogans. Your brand is a description of how your company views the world (vision) and what its goals are (mission).
Moreover, it communicates how your business is performing and being perceived in the market.
Your brand image is also the driving force or the “why” behind what your company provides to your customers.
If you succeed in creating a distinct brand identity, you can establish a good reputation and build a positive relationship with your prospects.
Develop your brand logo
While there are numerous free options for creating logos and other branding elements, it pays to collaborate with a professional to craft a clean, high-quality design that makes your brand appear trustworthy and credible online.
It’s crucial to ensure that all design elements match your brand and what it stands for. They should also be suitable for your target demographic.
There are online platforms such as Upwork and Fiverr that provide creative freelancers a space to showcase their skills and offer their services at flexible rates.
If you’re not keen on working with freelancers, you can also outsource the services of a digital marketing agency. They will not only handle imagery and branding but also the more general brand management tasks.
Create your company website
The first stage in any company’s full digital advertising debut is a professional-looking website. There are a lot of options available for website design and hosting.
For small and medium-sized organizations, content management systems like WordPress are typically the best approach to constructing a user-friendly website.
The website’s design should also be consistent with your company’s logo and cater to your target market’s needs and preferences.
Be direct and concise in describing your products or services, and always provide an easy route for your clients to contact you or make a transaction.
Build your digital marketing campaign
Utilize search engine optimization (SEO) practices
SEO is a great way to improve your search engine result rankings and drive traffic to your website. If you’re new to it, you can simply begin with strategic keyword placement.
Construct and evaluate a list of search engine keywords using the information you’ve gathered in your market analysis.
The right keyword combination targeting the exact demographic and customer identity you aim to attract can boost your website’s visibility and position on the results page of Google and other commonly used search engines.
The key to choosing the perfect keyword combination is to consider how many other businesses are utilizing the same terms.
For example, the more businesses that use “mattress for sale New Hampshire” as a key phrase, the lower the response rate for everyone else who employs the same wording. Match what your ideal customer desires with keywords that promote and bring attention to your brand.
Also, check out – What is UX writing
While a company’s digital presence is mostly driven by its website, social media platforms such as Instagram and Facebook play an essential and increasingly important role in digital marketing.
Your brand identity should flow consistently from the company website to every social media platform you use for a unified voice and tone.
Plan what and when to post content on your social media channels and website.
Unique and relevant content helps search engines in ranking a page higher than others, prioritizing them during keyword searches.
However, don’t jam keywords into your content or share a dozen low-value posts every day.
Generally speaking, a publishing frequency of once or twice per week using original, compelling content is enough to tip the analytics engine and social media algorithm in your favor.
Track results and make necessary modifications
Metrics help measure the success of your digital marketing campaign. For example, when it comes to email newsletters, you must reach a certain reply rate and seek to improve your email deliverability.
If your targets are not met, practice A/B testing on your subject lines and body texts.
Or another instance, when it comes to your social media ads, you must establish a specific number of reach or impressions, as well as the engagement rate that you want to meet.
If the figures are not agreeable, revise your content or audience targeting strategy. You can also assess which types of content your audience responds well to and which ones perform poorly.
Also, check out – Fake tweet generator
Install plugins and use the site host’s backend dashboards to continuously evaluate site traffic. However, site traffic should include more than just the number of visitors to a page.
You must determine where the visitor came from, which link they followed to get there, what times and locations drew the most traffic and other important information for tracking your marketing efforts’ effectiveness.
Here, you can try story mapping to track a user’s journey and make the changes required to improve their experience.
Creating a digital marketing campaign takes a lot of trial and error. Hence, it’s critical to regularly monitor the results of your campaign, so you will know what to retain and alter.
Equally important is that your tactics should reflect your brand identity and remain consistent across multiple marketing channels.
David is the Marketing Manager of Intermedia Print Solutions, a Princeton printing and packaging solutions notable for its high-end print quality printing and on-time delivery. A mixture of technology and creativity is what makes David enthusiastic about his work. He likes to spend his free time reading books, watching sci-fi films, and writing articles.