It’s likely your business has a website. You might even be dabbling in blogging or social media. But you’re not getting the best bang for your buck unless you’ve got a comprehensive digital marketing campaign that creates a cohesive, positive customer experience in line with your brand across the right channels.
Choosing your online marketing mediums will be unique to your business’ strengths and your customers’ needs, but there are some things that can be applied across all brands. We’re here to help with both.
Elements of a Digital Marketing Campaign
It’s likely you’re already familiar with many of the techniques your digital marketing team is proposing for your brand because you are a conscious consumer, but in case any are unfamiliar, we thought we’d put together a list of common online marketing channels:
Content marketing is kind of like the big umbrella most digital marketing techniques fall under. Basically, it is written or performed information that answers questions for potential customers to attract their attention while pointing them to your solutions.
Like content marketing, SEO strategy, which stands for search engine optimization, is something that will touch every written and structural component of your marketing materials. It lays out the terms and topics necessary to draw in more eyes and convert more customers coming from search engines and social media platforms.
It’s likely you are familiar with blogs because you’re reading one now! Blogs are a great way to maintain your website by introducing new and trending keywords, maintaining your rank on search engines, expanding the appearance of your expertise, and keeping customers coming back as new, useful information is published.
Our industry changes, so does yours, as do your customers and your business! Your website should change with them to keep making the maximum impact. This can mean small changes like updating terminology and prices, medium ones like adding new service pages, or giant ones like brand overhauls.
Newsletter and Email Marketing
These may be some of the marketing techniques you’re most familiar with. I’ll bet you have emails from some of your favorite brands in your inbox right now. They serve as little reminders of your business and keeps it relevant in your customer’s minds while drawing them into your main hub.
Twitter, Facebook, Instagram, TikTok, Reddit, LinkedIn, Pinterest. The list goes on and on. Each has a different strength, and only some will be relevant to your business and your audience, but these platforms are where 84% of C-level executives have found influential information in purchasing decisions, according to IDG.
Have you ever filled out a contact form for more information and immediately received an email or text thanking you for your time and letting you know when to expect next steps? That is a marketing automation. They work in the background 24/7 to keep recent visitors warm before your sales team reaches out, and they’re growing in sophistication in what they can do to help your team.
Selecting Digital Marketing Elements for Your Brand
Not all online marketing techniques are right for every business, but all businesses need a variety of digital marketing outlets to create a seamless client experience that keeps them coming. Here’s why:
The Balance of Old and New Customers
A lot of digital marketing tools are about drawing new eyes in, but it’s also important to keep existing customers engaged. It can be easy to choose strategies for new customers like SEO strategy, website improvements, and automations because they’re more flashy, have a higher visibility, and drive growth.
But as they say, it costs 6x as much to find a new customer than it does to keep an old one. So making sure you allocate some money for these efforts can often more effective at keeping revenue numbers high. Overall, you are going to want some of each.
The Balance of Incoming and Outgoing
Everything you read about digital marketing campaigns is all about the hub or building a centralized location, like your website, where customers can interact with your brand and come back again and again. Things like your blog, website improvements, and SEO strategy live here.
While the hub is great at drawing in people looking for more information actively, it’s also important to reach out to more passive customers. Keep your brand top of mind for when they’re ready to purchase with blogging, social media, newsletters and marketing automations.
The Balance of Proactive and Reactive
Our last balance is based upon the realities of what your team needs to nurture current and prospective clients. Most of your marketing efforts will be proactive: blogs, website design, newsletters, SEO strategy. This keeps your brand moving with a plan to keep your targeted customers engaged.
But you also want the ability for your marketing to be reactive to new trends, changes in the industry, and, as we experienced last year, major overhauls to the everyday lifestyle and safety needs. Digital marketing elements like blogs, social media, and email marketing allow you to respond quickly in times of feast and of famine to be a part of the solution when things change.
Bringing the Campaign Together
These are only a few considerations our team makes when creating a digital marketing strategy for our clients. We haven’t covered many of the basics like an analysis of your brand’s strengths or your target customer’s needs, but hopefully you can already see the need for a diverse range of digital marketing elements that all work together to tell your customers a unified brand story that connects with their needs.