6 Must-Haves for a Successful Digital Marketing Program
Ever hear the expression, “Failing to plan is planning to fail”? According to Smart Insights, 46% of brands currently conducting digital marketing campaigns don’t have a defined strategy in place —
not exactly a model for success.
Digital marketing is a highly efficient customer acquisition strategy that encompasses a variety of tactics and channels, including:
- CRM remarketing
- Lead generation
- Paid search/SEM
- Paid social advertising
But tactics are only as good as the strategy behind them
To achieve your digital marketing goals, your team needs a solid strategic foundation in place before you can choose the mix of tactics and channels to drive success. Before you dive into Facebook advertising or remarketing, for example, make sure your brand is well-positioned for success by covering the basics:
#1 Evaluate the strength of your web presence. Your website or campaign landing page is the make-or-break key to digital marketing results. It’s where you’ll drive traffic, collect leads, post relevant information and convert visitors to buyers. For your digital marketing investment to pay off, your site must:
- Immediately communicate relevance so people know they’ve come to the right place
- Be mobile-friendly and easy to navigate
- Feature great content to educate and engage
- Communicate a consistent brand message
- Deliver a seamless buying experience
Remember — if you’re investing in digital marketing tactics to drive qualified traffic to a site, make sure that site is worth visiting.
#2 Understand what your audience finds valuable. For brands steeped in traditional offline marketing, digital opens up a world of opportunities for reaching customers and prospects in complementary ways. But that means understanding their buying motivations, habits and values on a deeper level.
First, learn what’s important to them. By using resources like Google Analytics, Facebook Insights and social media listening tools, you can gain a better understanding of what they find interesting and what they value.
Then, be sure to speak their language. A search for easy-to-hold kitchen tools will never turn up your website if you’re using terms like ergonomic instead.
#3 Think strategically about campaign content. To drive results, you need to deliver content that compels customers to act — at the right time, through the right channel. But even with ideally targeted content, an organized execution plan is key. A comprehensive content calendar allows you to visually map your content strategy, utilize multiple channels most effectively, and achieve consistency of messaging across those channels.
One often-overlooked tactic: Repurposing content. When you’re creating content assets, do so with an eye toward reshaping them to optimize your content investment. For example:
- Turn a blog post into a series of tweets
- Break down a long-form whitepaper into easy-to-consume infographics
- Transform a written how-to guide into the script for an explainer video
The idea is to build an arsenal of core pieces that can keep your content calendar full and communicate valuable messages in multiple ways.
#4 Test multiple content formats. According to research from the National Institutes of Health, roughly 65% of the population identifies as visual learners. So an engaging video is much more likely to get their attention — and get them to take action — than a downloadable e-book. And with YouTube alone attracting an estimated 1.8 billion users every month, video marketing is hot right now.
But video won’t always appeal to reading/writing or kinesthetic learners. By including a downloadable transcript with your video, or creating an interactive infographic with the same information, you’ll be better positioned to capture more leads.
#5 Use martech to your advantage. The affordability of enterprise-grade marketing automation, retargeting, market segmentation and analytical tools has been a true game changer, leveling the playing field for marketers and brands of all sizes. From automating an email nurturing campaign to delivering a finely-tuned retargeting effort, technology not only helps you stay on top of tightly timed or multichannel campaigns; it also can provide on-the-fly insights to strengthen your results —sometimes mid-campaign, for example, if your creative isn’t performing as expected.
#6 Respect the power of data. If the five points outlined above form the foundation of every successful digital marketing strategy, data is the mortar that keeps that foundation solid. From channel selection and offer creation to conversion, data — both internal and third-party — removes the guesswork around customer behavior, when to scale a high-performing offer, modeling to find fresh audiences, and so much more.
But making the most of customer data isn’t for the faint-hearted. Today, we have the tools to know so much about our customers; too much, in fact, to consistently separate “need to know” from “nice to know”. That’s where the right data partner becomes critical — a reputable provider that can help you validate your in-house customer and prospecting data, round out your knowledge with additional insights, and use that data to accelerate your digital marketing efforts.
Ready? Set. Market!
From an engaging site or landing page to accurate, robust data, these six must-haves will help your brand’s first — or next — digital marketing program meet or exceed your goals. Not sure if your foundation’s strong enough to support an ambitious digital campaign? Talk to the d3 team for expert advice on making the most of your digital spend.
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