Note: This is a guest post and the outstanding strategies for digital marketing success below were written by by Lorna Honeyman.
Navigating the digital marketing minefield can be a tricky task, yet it is one that is necessary for business success in the 21st century.
No matter what your industry, a good website, strong brand and an innovative marketing campaign are essential tools for growth and development.
Not only this, but an effective, valuable digital marketing campaign has the ability to drive traffic, increase sales and conversions, and boost your business to ever greater heights.
In short, digital marketing is key.
However, with this in mind, it can be difficult to know where to start. Much of SEO and digital marketing is often a very grey area, with some experts offering differing advice to their counterparts.
From tried and tested old-school tactics to new and innovative techniques, the world of digital marketing is fluid and ever-changing.
To get started on the road to success, here are some great ideas and strategies to kick-start your imagination and get your business’ digital marketing campaign moving in the right direction.
1. Set Digital Marketing Goals
Targets are important throughout life.
From personal achievements to workplace goals, the questions of ‘where do you see yourself in five years’ time’ have now become just another part of life.
In marketing, targets can help you to manage expectations and ensure the campaign runs as well as you hope.
When you are setting targets, it’s important to have a good range and get everyone involved.
Don’t just stick to one ultimate end goal; instead, choose a mixture of long, short and mid-term targets to ensure everything stays fresh and current.
This way, you will also easily be able to update your strategy to stay on track.
2. Begin with a Fresh Start
Chances are this isn’t your first rodeo.
If you have dabbled in digital marketing in the past, it’s important to take stock of everything that has happened and learn from any mistakes or successes.
Before you put a new strategy in place, you should establish where previous ones went right (or wrong) and address any issues accordingly.
After all, the last thing you want is for your efforts to be tarred by bad SEO practices from the past, for example.
If you can start your new campaign with a clean slate, you will already be in the best possible position for success.
3. Which Avenue Works For You?
Arguably one of the most important decisions you will have to make, it’s important to figure out which avenue of digital marketing will work best for you and provide the results that you want to achieve.
There are many different routes you can go down, with different strategies working better for different businesses, industries, targets and budgets.
To that end, many brands choose to incorporate elements of several rather than sticking to just one strict section.
After all, the best marketing strategies are ones which remain flexible – but more on that later.
If you’re new to the world of digital marketing, here are some of the main elements you’ll need to get your head around.
- SEO marketing
- Pay Per Click (PPC)
- Content marketing
- Social media marketing
4. Audience is Everything
Who is your target audience?
What is the demographic of your existing customer base?
Do you know the people who will follow you on social media?
What does your audience want and what do they need?
Clearly tailor your digital marketing strategy to your ideal customer to ensure that your brand is the best possible fit for the audience you want to attract.
5. Creativity is King
Don’t follow the trends – make them.
The more wacky and creative an idea sounds the bigger potential impact it can have.
Instead of stifling your creativity, use it to influence your campaign and think outside the box to develop your ideas.
It can also be a great way to get more people within the business involved.
If a campaign is feeling a little stagnant, ask your colleagues if they have any ideas.
Don’t discount anything – often, even the most outlandish concepts can be reined in or joined together to create a useful idea.
6. Keep in the Loop
Similarly, it’s essential to stay up to date with all the latest trends, developments and ideas for growth within your industry.
Not only that but keeping your ear to the ground in terms of digital marketing can be a great way to stay ahead of your competitors and work to achieve greater levels of success.
7. Analyse Competitors
It’s vital to stay up to date with everything that your closest competitors are doing.
Did they just launch a brand new website? Check it out.
Are they trying something new to generate traffic?
Could a part of that strategy be adapted to slot into your own strategy?
If you see that something is working, why not see if you can harness it for your own business?
At the end of the day, you want to rank above your competitors and create a more appealing website in order to maximise your chances of success within the market.
Professionals who are savvy with their competitor’s latest news and updates will definitely have their finger on the industry pulse.
8. Stay Organised
It’s simple, but it’s an area where many digital marketing strategies fall down.
Make a plan and stick to it!
Being organised will help you to save time in the long run and ensure that you stay on track.
Whether it is keeping a full record of everything you are doing or noting down the progress towards your targets, all this information is guaranteed to help you when it comes to the process of reviewing your campaign.
Want organization inspiration? Check out the @thingsorganizedneatly Instagram.
9. Be Flexible
On the other hand, flexibility is key.
Digital marketing is a fluid environment, where trends are constantly changing and evolving.
If your strategy stays rigid you won’t be able to adapt your campaign to suit any trends.
Plus, if things don’t go too well, your campaign will be in trouble before you have the chance to turn things around.
10. Measuring Success
It’s all very well setting goals, but if you don’t have ways to measure success, how will you know how your campaign is performing?
During the process of staying organised, you should make sure to keep track of your progress towards each of your goals.
This way, not only will you have a reliable record of everything that has been done and is still to be done, but you will also be able to check your campaign’s performance at a glance.
From small goals and stepping stones to finally smashing that end goal, there are many different ways to measure the success of a digital marketing campaign.
What are your key performance indicators? Set goals around the KPI’s that will move your business forward most and take actions that will help you achieve them.
11. Branching Out
Last but not least, if something isn’t going to plan, don’t be afraid to branch out and try something a little different.
Adapting your strategy and trying new things is the best way to work towards a greater level of success, so if you fancy trying something new or need an alternative strategy, branching out and keeping things fresh is always a viable solution.
Digital marketing can be fun – once you have a solid strategy mapped out, all that is left to do is to put it into place and begin to reap the rewards of your marketing success!
Digital marketing is constantly evolving so the best digital marketing strategy is a flexible one that can change with the times.
Set goals and be creative and persistent in taking action. Measure everything and double down on the efforts that produce the best results.
Execution is key, the more creative action you execute on the more quickly you will make progress and achieve your goals!
What is your favorite digital marketing strategy? Let us know in a comment below!
About the Author
Lorna Honeyman is a freelance professional with a keen interest in all things digital. When not busy with her day to day tasks, she can be found planning her next article, reading her favourite tech blogs, or keeping up with the latest online trends.