Digital Marketing doesn’t only revolve around funny commercials and flashy ads; it is more about setting appropriate objectives and accomplishing tangible results. A digital marketing campaign provides measurable indicators of such results if set up well for success. It must combine strategized and organized efforts to promote a specific business objective, like capturing consumer feedback or raising awareness around a new product or service. It should typically aim at reaching out to the already existing and potential customers in a variety of ways and focus on a combination of media, including but not limited to emails, social media, Pay-Per-Click (PPC) Advertising, and so on. Keeping in mind all these points, let us now make ourselves familiar with a few tactics Kerda Softech uses to create successful digital marketing campaigns for its clients.
- Define Your Objectives
The first step of setting up a digital marketing campaign is outlining your business objectives. You need to pay due attention to determining whether the campaign is for reaching out to new customers, increasing brand loyalty, driving more sales, enhancing online presence, boosting user engagement, generating revenue, advertising an upcoming event, or introducing something fresh to your brand or business. Kindly note that you should always explore what you can do to move your business ahead and set specific business objectives based on what you find. Remember, the more specific you will be, the better objectives you will be able to create and consequently measure the success of your digital marketing campaigns.
- Set Your Budget
After setting right the objectives of your digital marketing campaign, the next step involves determining its budget. In the scenario where you are promoting a service or product, it will be beneficial for you to make yourself aware of the purchasing power of your target audience to estimate and analyze a return on your digital marketing investment. It shall help you figure out the amount you can spend on your marketing campaign while making a handsome profit.
It is undoubtedly essential to set a realistic budget that is both small enough to maintain your profit margins and big enough to convey your brand message to your target audience efficiently. Kindly ensure that you cover the cost of the marketing campaign as planned.
- Determine & Describe Your Target Audience
Determining and describing your target audience shall depend on two crucial aspects, including:
- Who are the people using your products or services already?
- Who are the people you want to include in your reach?
If your objective is to enhance brand loyalty and incentivize your already existing customers, you need to learn more about them, i.e., have an in-depth understanding of them. Even if you are looking forward to expanding the reach of your brand or business by targeting a new audience, it is still of the utmost importance to know well about the type of people currently using your business and its offerings the most.
In this situation, you should try to know the average income of your current customers, their interests, and their needs. If you can determine why your already existing customers are choosing your business over and over again, you can understand the requirements that your business fulfills for them, along with its strengths. By doing the same, you shall be able to come across new customers having similar requirements.
- Select Wisely the Channels on Which You’ll Run Your Campaign
The channels on which you will run your digital marketing campaign depend on your target audience’s preferences, brand engagement levels, and budget, to name a few. Start by looking at the channels you currently use to promote your business offerings. You need to explore the channels that perform the best for your business, the ones that require you to pay for advertising campaigns, the ones offering the best engagement levels, and the ones where your customers are hanging the most. You can take into consideration the PESO model, which categorizes distribution channels into Paid, Earned, Shared, and Owned.
- Paid – PPC Advertising, Display Ads, Remarketing, Sponsorships, Paid Influencers, Cost Per Lead Programs
- Earned – Influencer Marketing, PR Outreach, Outreach to Extended Networks
- Shared – Social Media Platforms, Forums, Referrals, Word of Mouth
- Owned – Your Blogs Posts, Business Website, Newsletters, Email Campaigns, Social Media Handles
- Measure the Results of Your Campaign
Instead of waiting for your digital marketing campaign to get over, you must try your best to monitor the results on different channels throughout the campaign. For instance, you may keep a check on the count of people who clicked on your online advertisement. It is essential to note that if one aspect of your digital marketing campaign is doing pretty well while another isn’t, you should look forward to making some changes to enhance the results.
At the end of your digital marketing campaign, you need to analyze the results well to determine whether or not you succeeded in accomplishing the objectives outlined in the first step. If the answer is ‘yes,’ you need to figure out how you can capitalize on that achievement and turn it into more success. If it’s a ‘no,’ you need to come across the aspects that prevented you from fulfilling your objectives and what you can do to achieve better results the next time. Furthermore, you may shed light on the unexpected outcomes (if any) that might help you enhance your business and future marketing.