Digital marketing offers lots of avenues to explore. You may have big ideas for enhancing your company or institution’s online presence and engaging audiences, but before you start pushing out content and turning on paid search campaigns, take a step back to develop a thoughtful digital marketing strategy. When you zero in on your goals and use a targeted approach, your online marketing is bound to be more successful. Check out the following best practices to learn how to hit the mark with all your digital marketing initiatives.
Know Your Target Audience
A common marketing mistake is not taking the time to clearly identify who you want to reach. Casting a wide net might sound like a good idea but trying to be all things to all people will waste valuable marketing dollars on an audience that’s not interested in what you’re offering. That’s why the first step in any digital marketing plan should be defining your target audience.
Your target audience is the group of consumers who are most likely to buy your products or services. If you know who they are, you’ll be able to determine the best ways to get your message in front of them.
Build a Buyer Persona
To pinpoint who makes up your target audience and what types of content will attract them, you’ll want to create a buyer persona. A buyer persona is a fictional profile of your ideal customer. This persona is based on a combination of market research and data you’ve gathered from actual customers.
When developing your buyer persona, you’ll want to answer questions like:
Are my prime customers typically businesses or individuals?
What are their pain points?
Where are they located geographically?
It’s also important consider unique lifestyles, life stages and goals – as well as attributes such as age, gender, income, industry, and other factors that impact who’s looking for your products or services.
Now that you have a picture of your potential customers in view, you’ll start to understand their behaviors and interests, so it will be easier to see where to aim your marketing arrows in order to engage them at just the right time. Then you can design content marketing strategies for your website, blog posts, and social media campaigns that will speak to their needs and challenges. You can also plan to highlight promotions that will specifically appeal to them.
Consider Your Marketing Budget
Your marketing budget should coordinate with your company’s goals. With these goals in mind, you’ll be able to prioritize strategies in the channels that effectively promote engagement and bring the highest ROI. There are several important questions to ask when building a marketing budget including:
What are your sales goals?
What products do you want to grow?
What does the buyer journey look like for your average customer?
How much does it cost to convert a customer?
How many new customers do you expect to see?
The performance of previous marketing initiatives is another big factor in helping you make informed decisions on where to allocate your dollars next. Evaluating which channels drove the best results in the past and which ones didn’t do as well requires data that clearly illustrates the performance of your marketing campaigns. So…have you been tracking this data?
Measure for Success
If you don’t know where, when, and how often website visitors are converting, your digital marketing efforts are no more than a shot in the dark. Turn the lights on by leveraging tools like Google Analytics to uncover insights about what happens when visitors land on your website. If you haven’t measured website engagement in the past, what you learn from Google Analytics tracking data may be an eye-opener.
With the right tracking and reporting, you’ll be able to see trends and patterns that reveal which pages potential customers are visiting most on your site. You can also set up event tracking to see where visitors are converting and at what points they might be getting stuck in the process. If you’re running pay per click advertising, linking your Google Analytics account to your Google Ads account will provide an even deeper understanding into your visitor journey. Once you know what’s working and what’s not, you can pivot your approach to optimize performance and maximize ROI.
Will You Hit the Mark?
At ZAG, we can show you how to use these best practices to make the most of your digital marketing initiatives. Team up with us to establish customer personas that heighten engagement, recognize how your website traffic impacts conversions, and maximize your digital marketing budget. Contact ZAG now to get started.