A digital marketing campaign is what?
The building blocks and steps in your digital marketing plan that help you get closer to a certain end goal are called campaigns.
For instance, you may launch a digital marketing campaign on Twitter if the main objective of your digital marketing strategy is to increase lead generation through social media. To increase the number of leads you receive from Twitter, you may share some of your company’s top-performing gated content there.
How to Develop an Online Marketing Plan ?
Create your buyer personas, first.
Knowing your target audience is essential for any marketing approach, whether it be digital or not. The first stage is to establish thorough buyer personas, which are the foundation of the greatest digital marketing tactics.
Buyer personas, which depict your ideal customer(s), may be developed through investigating, polling, and speaking with your company’s target market.
It’s critical to highlight that this data should, if feasible, be based on actual facts, since making assumptions about your audience might lead to a misalignment of your marketing plan.
Your research pool should be made up of a variety of customers, prospects, and audience-aligned individuals outside of your contacts database to gain a complete view of your character.
Information on the quantity and demographics
Location: To quickly determine the region from where your website traffic is coming, use web analytics tools.
Age: Depending on your line of work, this information may or may not be pertinent. But if it is, the easiest way to acquire this information is to look for patterns in your prospect and contact database.
Income: Since people could be reluctant to divulge this information via online forms, it is advisable to collect sensitive information such personal income through persona research interviews.
Career Title: Most applicable to B2B businesses, you may obtain a general notion of this from your current client base.
2. Identify your goals and the digital marketing tools you’ll need.
Your marketing goals should always be tied back to the fundamental goals of your business.
For example, if your business’s goal is to increase online revenue by 20%, your marketing team’s goal might be to generate 50% more leads via the website than the previous year to contribute to that success.
Whatever your broad digital marketing objective is, you must be able to use the appropriate digital marketing tools to gauge the progress of your plan as you go.
For instance, HubSpot’s Reporting Dashboard collects all of your marketing and sales data in one location, allowing you to rapidly assess what is effective and ineffective in order to modify your approach moving forward.
3. Assess the digital channels and resources you already have.
Consider the broad picture first when analyzing your current digital marketing channels and assets to decide what to include in your plan. This will help you avoid feeling overwhelmed or confused.
Framework for Owned, Earned, and Paid Media
Use the owned, earned, and paid media framework to classify the digital “vehicles,” assets, or channels you’re already utilizing and determine what’s a suitable match for your plan in order to accomplish this efficiently.
Media You Own
These are the digital assets that belong to your brand or business, such as your website, social media profiles, blog posts, or images. Owned channels are those over which your company has total authority.
This may also apply to any of your own off-site material that isn’t housed on your website (such as a blog you write and post to Medium).
4. Audit and organize your efforts using owned media.
Owned media is at the core of digital marketing, and it nearly always takes the shape of content. That’s because almost every communication your brand conveys—whether it’s through an About Us page on its website, product descriptions, blog posts, ebooks, infographics, podcasts, or social media updates—can be categorized as content.
In addition to enhancing your brand’s online appearance, content assists in converting website visitors into leads and consumers. Additionally, SEO-optimized content can increase your search and organic traffic.
5. Evaluate and organize your strategies for earned media.
You may determine where to spend your efforts by comparing your prior earned media with your present goals. If generating leads and traffic is your aim, consider where they are coming from and rate each earned media source from most effective to least successful.
You could discover that a certain piece you wrote for a trade publication increased qualified visitors to your website and increased conversions. Or, you can find that LinkedIn is where the majority of people share articles, which boosts traffic.
Based on past performance, the goal is to create a picture of the earned media kinds that will (and won’t) assist you in achieving your objectives.
6. Your sponsored media initiatives should be audited and planned.
Similar steps are taken in this process: To determine which of your current paid media (such as Google AdWords, Facebook, Twitter, etc.) is most likely to help you achieve your present goals, you must examine it across all of the platforms.
If you’ve invested a lot of money in AdWords but aren’t getting the results you wanted, it might be time to tweak your strategy or give up on it entirely and concentrate on an other platform that appears to be working better.
You ought to know at the conclusion of the process which paid media sites you want to keep utilizing and which (if any) you want to drop from your plan.