Over the past decade, digital marketing has grown from virtual obscurity to become one of the most effective methods to fuel business growth.
You can think of digital marketing solutions as being made up of three core elements; strategy, execution and optimisation.
Digital marketing solutions: core components
Design and Strategy
Before launching your campaign it is vital that you invest sufficient time up front on planning and strategy.
This will help you answer the difficult questions that will inform and frame your marketing activity, such as:
- Who is your target audience?
- What are the goals for this campaign?
- How much budget is available?
- What are our competitors doing?
- What has worked well for us in the past?
Answering these questions early on in the process will have an impact on how the rest of the campaign unfolds. It will determine the tone of voice you employ and the channels you use.
These days, most successful strategies rely on a multichannel approach, using a coordinated campaign across multiple platforms to target customers.
Execution activities will vary depending on the specific challenges you have identified in your strategy.
Some of the key things you will consider include:
- Properly configuring your site with analytics enabling you to track performance
- Building a blog page, or space to publish content on your site to help boost search engine rankings
- Setting up social profiles on the relevant platforms such as Facebook and Twitter
- Launching paid ads with networks like Google and Facebook
- Building relationships with influential personalities and businesses within your target niche.
As outlined above, using these techniques in parallel will have the greatest impact, as you can launch a campaign that targets customers from multiple angles leading to greater visibility and conversion.
Execution is not a one-off activity, but something that should be looked at continually based on customer feedback and analytics (see below).
Embedding analytics into your campaigns allows you to precisely track what is working and what isn’t. Analytics have evolved and now provide detailed reports showing how customers have interacted with your marketing solutions, right down to the level of how many people click on a specific link or how long they spend on each page.
This is vital information that can be fed back into the execution activities, making continual improvements to your campaigns. This is hugely beneficial in terms of improving the performance of your marketing efforts, but also controlling the costs, by stopping things that are not having the anticipated impact.
Leveraging Expert Advice
Successfully bringing together these three elements into a cohesive digital marketing strategy is not something that should be taken for granted. For most companies, it is preferable to bring in expert advice to help manage this process.
At AsOne, our approach has always been to work in close partnership with our clients to help them build digital marketing solutions tailored to their specific need.
If you’d like some guidance on the marketing solutions that are most suitable for your business, don’t hesitate to get in touch.