The internet and mobile technology have completely revolutionised the way businesses reach and interact with their customers. New channels such as search engine optimisation, paid ads, social media and email campaigns make it possible to run highly targeted campaigns to help your business prosper.
But with so many options available, it is more important than ever to build a digital marketing plan to ensure a consistent and joined up approach.
Crafting an effective Digital Marketing Plan
There are several things that you should keep in mind when you’re building your marketing plan, including:
- Mirror your business KPIs – Start with thinking about what you want to achieve as a business, and work back from there to decide how digital marketing can support. Are you looking to improve brand awareness, increase repeat custom or reach a new market? Deciding this from the outset will influence which methods are most appropriate to market your business.
- Go where your customers go – Digital marketing relies on a good understanding of your customer base, and doing some research upfront to understand your customer profiles will be time well spent. Armed with this understanding, you can target customers through the channels they are most likely to use, i.e. do they use Facebook over Twitter or Google over Bing? This will help to ensure the best return on investment for your spend.
- The message is the medium – Your website acts as your storefront online and social profiles are an excellent touchpoint with your customers. These channels and any other digital marketing methods you use should reflect the style and tone of voice that you want to convey for your business. Underinvesting in your website might save you money up front but could lead to a loss of business if it is not to the level of quality that your customers expect.
- Analyse and evolve – A marketing plan should never be a static document. Using reports from Google Analytics and other online tools, you can analyse the performance of your marketing campaigns and make changes to optimise them over time.
Partnering for Success
If your team doesn’t have experience creating a digital marketing plan, getting it right will be a real challenge and could lead to costly mistakes. Furthermore, it’d mean taking time and energy away from the things they do best on a day to day basis.
At AsOne, we work with a range of clients to build digital marketing plans that closely mirror their business growth targets. We have experience using the full range of marketing channels, from pay per click ads through to targeted email campaigns, and we partner with our clients over the long-term to build up a solid understanding of their brands and their industries.