Whether you are an established brand or a new start-up, you are likely to find yourself in a position where perhaps you have launched a new product and/or service into the market, and you want to drive a digital marketing campaign for building your brand, to promote downloads, increase sales or just simply generate further interest. One does a lot of research and then directly jumps into digital advertising.
After jumping you try everything you can, however you end up stretching yourself so much that you don't see any useful response from anyone and anywhere. Now, let's go a little bit back - did you write-down you goals clearly for your campaign?
Digital marketing is the foundation of (pretty much) any marketing campaign nowadays. We all spend many hours every day scrolling various platforms ranging from Facebook, Instagram,Twitter, YouTube orSnapchat on our respective phones/laptops/ tablets or desktop computer. We even use social media platforms for communicating with others regarding brands by turning word-of-mouth into a public and digital phenomenon. So, it is inevitable that devising a digital advertising plan to grow and market your business is very critical to reach your audience.
Although it might sound easy at a superficial level for putting together a strategy to take on and lead the digital world. It is not that simple. There are many social platforms, and each one of them has nuances which requires experts to understand how to get the maximum ROI (simply posting any content based on Facebook in an inconsistent manner or using any hashtag that comes to mind on Twitter or Instagram isn't really a strategy).
Here are some points that I have noticed most people (who are new to digital advertising and marketing) tend to overlook when planning a digital plan for their business -
1. Mix up your platforms but don't bite more than you can chew Social media is the best way to communicate to the world about your brand or product. It is easy to engage with target audiences at a low cost and to sell without being over-pushy through maintaining a strong digital presence. Studies indicate over 70% people are likely to buy from a company they first interacted with on Twitter, for example.
However, there are so many digital platforms, it can be overwhelming to develop content and to actually maintain pages on all platforms consistently, and consistency is the key when it comes to building a loyal following in the digital world. So, don't bite more than you can chew - assess what channels are most effective for you to be on in terms of both building word-of-mouth and yielding higher revenue.
2. Sales & Revenue The Bottom Line - Branding is important and so is engaging your target audience. But, at the end of the day, you need to remember that everything needs to help the brand attain higher sales and revenue, else it is pointless. Always be clear about your goals and objectives when devising any sort of digital marketing/advertising plan.
3. Get Real & Retain It is tempting to just pump in a lot of money to buy fake "likes" and "fans" and views. But, let's get real. Fake likes and fans are not going to help in increasing sales; it is important to have an appearance of being 'big' initially when you start off from a branding perspective, but in the long-term it is the real audience you build which will contribute to any growth and that will really help driving the word-of-mouth. Make sure you focus on building a real and loyal audience base who can become your brand promoters, and more importantly always keep in mind that you need to retain this audience. It is easy for people to click 'like' on a Facebook page or to hit 'follow' on Twitter or Instagram, but most people stop checking updates in their news feed after a point if they don't feel engaged with the content a brand is putting out. Don't forget this. Also, here are some stats regarding retention of content on various platforms -
Twitter average half-life of a link is 2.8 hours
Facebook average half-life of a link is 3.2 hours
Instant messages & emails average half-life is 3.4 hours
YouTube average half-life of a link is 7.4 hours
4. Don't Over-Optimize Over-optimizing content is ironically not really optimal, contrary to what newbie might assume. If you over-optimize, when people land up on your site they will get turned off by the text that is too in your face with keyword-heavy pages. Be selective. Be strategic. Be smart. Also, don't forget to look beyond Google AdWords - Facebook and Bing also exist, so make sure you branch out your efforts a bit.
5. Offline Also Matters Being present digitally is essential, but don't forget to go offline, too! Incorporate your social media and Web page links in your offline efforts, too, whether it's a poster, brochure, business cards, billboards, etc. Cross-promotion is always good.
Indeed, there are many factors to consider when putting together a well-crafted digital marketing campaign. Having clear goals, understanding which specific platforms to tap into and how engaged is one with its right audience, all matters. It builds loyalty. This helps one to work around all important things to attain a better brand name, rather than haphazardly trying anything and everything and falling flat on your face. Although it is possible to make some mistake and still recover in the digital world, being strategic is the first step towards maximizing ROI when it comes to online marketing. With these few pointers in mind, we are sure you'll start seeing better results in your campaigns.