Module: Digital Marketing 5N1364
Assignment Title: Outline the stages of analysis, development, implementation and control of digital marketing campaigns
25th of January 2016
Companies and business are beginning to realise that while up until now they did not require a strong digital marketing strategy to survive, going forward they now need a specific and tailored digital marketing plan to continue to retain market share and to increase revenue.
With more and more consumers purchasing online, if the business has no digital marketing plan, then they will inevitably lose customers to businesses that have a strong digital marketing strategy in place.
The main aims of the company should be to:
- 1) Outperform their competitors and
- 2) Increase sales/turnover
- 3) Increase profits
So what exactly is a digital marketing campaign?
It can be defined as a coordinated series of steps to promote or increase awareness of a product, service or brand through different mediums using a variety of different types of adverts.
The strategy for building the marketing campaign should be put together under four main headings :
- 1) Analysis
- 2) Development
- 3) Implementation and
- 4) Control
We will look at these four stages in greater detail below:
Here we need to identify your target market, define your campaign objectives, target your audience, understand their requirements, and finally focus on your content.
1. Identify your target market
Whatever you are selling, you must understand who and what your customer is if you want to maximise sales. Who will you be selling to and why should they buy your product.
If you are an existing established business, you will already have a customer base. Imagine a vegetable grower planting crops that there was no demand for. He will obviously do research to establish what type of veg his customers will want (and ultimately buy) from him. In order to keep up with his customers wants and needs and expectations, he will need to carry out some form of market research.
There are many different types of Market Research and it will depend on varying factors which is most effective, such as the business, market and budget available.
Collecting research can include:
- Surveys – refer https://www.surveymonkey.com/mp/market-research-surveys/
- Questionnaires- refer https://docs.google.com/forms/
- Focus groups
The types of questions that can be asked are:
- What factors are important to you when you buy this product?
- What feature of this product do you like the best?
- What would you like to see improved?
- What is a fair price for this product?
Ensure there is some form of pressure and incentive for people to return the completed Survey/Questionnaire promptly ie “50% reduction off next purchase for first 50 customers who complete survey by Friday”.
Other Tools to help:
- Google Adplanner will tell you where people go online, traffic to websites these people go to and other websites that your potential audience go to.
- Google Alerts allows you to run searches and get results back by email when you are mentioned online.
It will also be necessary and important to check out the competition. Establish who the company’s main competitor is and research their customer profile and also their best product sellers. Google Alerts can also be used to track your competitors online.
Know and understand the features and the benefits of your product or service. A feature is a characteristic of a product/service that automatically comes with it, for example if washing powder has a special stain removing formula that’s a feature. The benefit to the customer is cleaner clothes.
When you know and understand the benefits of your product you can promote this more effectively to your target market.
Once all the data is collected, it should be carefully analysed and the results will form the basis of your marketing strategy.
2. Identify suitable Digital Marketing Channels:
According to “www.forbes.com” “for a business to succeed in today’s world, it is important to have a strong digital footprint within the Internet”.
The starting point is your website. A good website has great content, regularly updated, easy to use and has a good conversion rate. There are many marketing companies that will develop a specific website for your particular needs. If budgets are tight, a website can be set up relatively easily and free using WordPress https://en.support.wordpress.com/five-step-website-setup/ or other similar websites. There are also a large number of tutorials on YouTube – refer to Tyler Moores “How to Make a WordPress website” with over 3M views http://youtu.be/sd0grLQ4voU.
With a good website planned, you can now concentrate on the most suitable digital tools for the marketing campaign. Here are the leading options:
- Social Media Marketing – powerful tool for advertising if the appropriate online social network is chosen to promote a particular product to a particular targeted audience:
are currently the most popular tools.
- Email Marketing – used to target and promote products to the existing data base of customers or to potential customers (by collecting their contact information through other marketing strategies) MailChimp is a free email marketing service.
- Pay-Per-Click Advertising (PPC) – a paid advertising channel delivering highly targeted traffic of potential customers within a short time frame. Google AdSense is a free service.
- Display Advertising – on third party sites such as Blogs and Forums. These ads can be in any format such as video ads, banners, boxes etc
- Search Engine Optimization (SEO) – by using keywords or keyphrases in a web page in order to help Search Engines find you more easily.
- Content Marketing – such as text, graphics and videos. Good, high quality and relevant content in your website will bring more traffic. These can be in the form of Blogs on your website.
3. Setting Objectives for the Campaign:
It would be easy to say the main objective for the marketing campaign is to increase sales but is this a true success measure? So what is success? The first step is to define what success will look like in your business and this should be directly linked to your Business Objectives examples of these would be:
- Sales Figures Forecasting
- Improved Customer Service
- Improved Customer Communication
- Reducing Costs
The key to making sure that we are celebrating the right success is to get SMART objectives
Here is an example of Digital Marketing Objectives taken from The Icehouse company’s Business Objectives at the beginning of 2013:
Extract from a Blog Post https://www.theicehouse.co.nz/digital-strategy-3
The objectives specifically state how the company would like to increase market share instead of something general like ‘be more profitable’. The objectives are measurable. The objectives are achievable and directly in sync with business objectives. They are relevant and realistic and each one has a timescale.
Other factors to consider when setting targets would be:
- Improve Pay Per Click (PPC)
Sample of Pay Per Click Advertisements.
- Google AdWords https://www.google.ie/adwords/ is one of many free websites to assist you. You only pay when someone clicks your ad to visit your website.
- Google Alerts https://www.google.com/alerts. In the “Create an alert about” box, enter the words you want to get email notifications for.
- Increase Click Through Rate (CTR) – A ratio of users who click on a specific link to the number of total users who view the page
- Improve SEO ranking – by proper keyword research and use of keywords, ensure originality in your website and have great content, use plugins to optimise your site and use title tags where appropriate.
- Length of Engagement – increase the length of time your customers spend on your website by reducing the Bounce rate. A website that is easy to navigate and has great content.
- Social Media – the Key Performance Indicator (KPI) for the various social media marketing channels including Facebook, Twitter, Google+ would include:
- Follower Growth
- Frequency – how often are you tweeting/posting/blogging
- Engagement – retweets/sharing/liking/mentions
- Send more traffic to your website
The business objectives have now been defined and there are clear goals and priorities set for the marketing campaign. Ensure that staff input has been sought from all relevant areas of the organisation and feedback provided on ways to improve products and services and ideas on how best to market same. Ensure there is buy in and commitment from all areas.
Create great Content by knowing your audience and keeping it relevant. Share what works consistently and use real life stories to illustrate the benefits that your business has to offer.
Google AdWords Keyword Planner – https://adwords.google.ie/KeywordPlanner
Google has probably the best keyword tool that every content writer should use. This tool allows you to research keywords that you want to use in your next piece and suggests other keywords. Saves a lot of time and increases your writing’s SEO.
We have already covered off above the importance of SEO and how the use of keywords and keyphrases (a string of keywords that potential customers may type into a search engine) can be an important factor in achieving your goals. Keyword Research is a valuable process in the marketing campaign. By choosing the appropriate Keyword, you can increase the likelihood of the right type of customer reaching your website.
Click on the link here for more information on how to do keyword research https://moz.com/beginners-guide-to-seo/keyword-research
Good website design is not just about how your site looks but how your well thought out SEO can boost your sites performance. The site should be easy to navigate on laptop and optimised for any device (tablet or mobile). Content should be readily available to view and quick to load. Any multi media being used should not be too complicated, flashy or slow to load – otherwise your readers will Bounce before they even view your site. The Content Management System (CMS) used should not be too complicated and easy to update and always keep a Blog if this is relevant to your business, product or brand.
WordPress is a good example and is free to users to set up their own website:
Having followed the steps of Analysis above, building a successful Brand should be the natural result. You have already identified the business strengths, customers needs and how best to win market share. With these core areas defined, you can now begin to develop a strong Brand.
Ideally some neutral third party testing with group facilitation should be undertaken (not family and/or friends). Seek constructive feedback and implement any agreed changes.
As already discussed, great Content is the key to a successful website. The quality must be sufficiently high and a good balance between educating the customer and instilling the desire to purchase your product. Keeping up to date with changing trends and attracting new customers to your site. Refer to Jeff Bullas 13 Essential Content Marketing Tips to Convert Website Traffic into Sales http://www.jeffbullas.com/2015/01/13/13-essential-content-marketing-tips-to-convert-website-traffic-into-sales/
There are many guides on the Internet to assist with design and text of your website such as Google Fonts API and CSS https://developers.google.com/fonts/docs/getting_started?hl=en. There are a few rules to abide by, keep it relatively simple and not too many different fonts – two is sufficient. Also not too many different colours – two strong colours can be very effective with a consistent theme running across all web presence in the business name. As your customer moves from your social media to your website (and vice versa) it should be immediately evident that he/she is still in your business site.
Depending on your business and the budget available for your marketing campaign, it may be well worth your while investing in a good Graphic Designer to help with the graphics, multimedia and logo of your website. However, if budgets do not allow this, there are plenty of Internet tools to assist. A good strong Logo will help build a strong Brand.
It is sometimes useful to embed a video on your website or social media (rather than bringing the user into YouTube) – refer to https://support.google.com/youtube/answer/171780?hl=en for an easy guide on how to do this.
Slideshare is a useful tool and quick to load for your user – refer to this Slideshare example “Blogging the Smart Way” by Jeff Bullas https://www.slideshare.net/mobile/jeffbullas/blogging-the-smart-way-how-to-create-and-market-a-killer-blog-with-social-media.
The website is central to your Marketing Campaign and should be fully in place prior to your launch date as well as the social media presence with correct links to/from each site. Reach out to strategic partners who can assist you before your campaign goes live, during the day of the launch and after it goes live.
If traditional methods of advertising have proven to be worthwhile eg adverts in local newspapers, then this should be continued.
Now that your marketing campaign has been successfully launched, it is important to update your plan daily and measure weekly. At least in the initial stages of your campaign, it will be important to evaluate how your strategy is going on a frequent basis.
There are many tools to assist you. It is important to distinguish between Analytics and Google’s Webmaster Tools. There are some significant differences between the two.
Google Webmaster Tools is another free tool provided to improve and optimize websites by giving a clear picture of exactly what is going on within the site. While this may seem similar to what Analytics does, there are distinct differences between the two. Only using one piece leaves a great deal of important information on the table that could be used to leverage more traffic and more sales from a website.
Google Analytics is meant to give a picture of who is coming to a website, how many hits a site gets, how people are finding the site and what content is popular. Webmaster tools differ in that they are designed to provide a picture on how a website is seen by a search engine.
Google Analytics – https://www.google.ie/analytics/ enables you measure your advertising return on investment (ROI) as well as track your Flash, video and social networking sites.
Webmaster tools will tell you what age groups and genders are being responsive and which are not – this should assist in decision making going forward.
Google also have Search Console https://www.google.com/webmasters/tools/.
When set up, this tool can:
- Analyse clicks from Google Search
- Get alerts for critical errors or issues
- Test whether Google can successfully understand your content.
These are the behaviours you should be monitoring and measuring:
- Comments on the blog posts,
- Links to the post.
- Interactions on Facebook using the Insights option.
- Learn about your Twitter followers.
- Views on your YouTube video, links to the video on YouTube.
Simply Measured is one of many Analytics Tools available online http://simplymeasured.com/free-social-media-tools/. This is a sample of what their website promises to deliver:
- Twitter Follower Analysis – learn more about your Twitter follower, from interests to influence
- Instagram User Analysis – measure your Instagram engagement, content and trends
- Facebook Fan Page Analysis- how healthy is your Facebook Fan Page? Study trends and timing
- Facebook Insights Analysis – in depth analysis of your Facebook Fan Page visitors’ demographic and activity.
- Facebook Competitive Analysis – compare your Facebook Fan Page against your competitors
- Facebook Content Analysis – analyse the performance of your content on Facebook
- Google+ Page Analysis – understand your Google+ Page “circlers” engagement and more.
- Vine Analysis – analyse the performance of your Vine clips on Twitter
- Twitter Customer Service Analysis – measure your key customer service metrics on Twitter
- Social Traffic Analysis – find out how social media impacts your website performance
- Traffic Source Analysis – find out which sources send the most traffic to your website.
What will be the actual change in performance? Here’s a nice graph to highlight the engagement difference between different types of Facebook posts:
Facebook Engagement Graph(Data courtesy of Tracksocial)
Whatever analytics tool or webmaster tool you choose, to start with you’ll be in prospecting mode, figuring out what works and what doesn’t. From that you’ll become more experienced with this, making it easier to gear up and plan well in advance and having much better knowledge of what will work based on what worked before.
Repeat what works and attack new opportunities that present (try a new social media presence).
The Digital Marketing Objectives outlined about should be constantly revisited, reviewed and updated. Adjust your metrics regularly to ensure they are still SMART.