A successful digital marketing campaign is one that has either educational, informative or entertaining, so much so you were blown off your feet, made to think or even made to cry with laughter! The main thing is that your campaign is memorable, if your target audience takes something away with them, you can say your campaign was a success. So, let’s take a look at 12 steps your business can take today to create a successful digital marketing campaign!
1. Build personas
Work with your sales team to build a detailed persona. Take into consideration their background, job roles, goals and challenges.
Don’t be afraid to ask questions, this will provide you with a greater understanding of your persona’s character and specific needs. Most importantly, the more time you spend on understanding your persona, not just who they are but how they behave, the higher your campaigns success rate will be!
It’s an idea to know the ins and outs of your personas and their specific needs and requirements. Ideally, you should be able to produce content for social media and blogs, so make sure you analyse the data you receive about your buyer personas from your sales and marketing teams – this will help you to create a successful campaign!
If you want to stay ahead of your competitors, then the analysis of both your campaign and theirs is important. You’ll need to know which keywords rank highest and which will generate the most traffic to your business, analysing where your competitors are and keeping track of how well your campaign is doing, making time for improvements and alterations.
It’s essential you know your buyer persona’s and what their goals are. Your campaign should be based on these goals; however, it’s recommended you consider your persona’s challenges too- to ensure its suitable and relevant to their individual requirements!
When you’re setting the tone of the campaign, you want it to resonate with your personas, otherwise, you won’t create an effective conversion of traffic into leads. The voice of your campaign should be appropriate, enabling you to portray the right message and discover the best solution possible.
With any Search Engine Marketing campaign, you need a strategy. To increase the number of leads generated, you’ll want to target the main keywords which rank the highest.
If you want your campaign to be effective, your content and SEO needs to be up to date and relevant. It’s not necessarily about how many keywords you target, it’s more about the quality of the term! There are long-term keywords and phrases, that may have a low monthly search volume, but those searching are a much higher value lead. These long-tail keywords can be especially useful for your blogs, helping them rank higher on Google, while being specifically targeted at your personas!
To create a successful digital marketing campaign, you’ll want to optimise your meta-data. This includes page titles, meta descriptions and URLs. Your page titles should be nothing more than a description of what the content is about and have a length between 50-60 characters, to ensure Google is able to read it all and you’re making the most of the space provided.
The explanation of your content is what the meta-description is for, this allows you to introduce your page – encouraging your target audience to click the search result and discover more. The Alt text of your images and URLs of your pages should be optimised for those main keywords too – don’t let this be the reason you don’t rank highly in search engines!
The purpose of your digital marketing campaign should be to educate, nurture and convert potential customers or clients. Consider the buyer’s journey and the way you can convert customers into leads, so that you can craft a relevant strategy that offers suitability for your persona’s need and wants at every step of their journey.
A funnel analysis will provide you with a better idea of what content is needed in order to progress your campaign! It may be a new landing page, blog or eBook, whatever it is, a strategy should be able to identify which would bring about the most success!
7. Lead management
You want to convert customers into leads. You should now know how your persona’s move through the buyer’s journey, so you can map out the way they are progressing through the stages. The success of your campaign comes from the management and nurturing of leads, if you provide convenience for their specific needs and requirements, you can be sure that they’ll want to use your business, rather than any other!
It’s all well and good having qualified leads, but what about qualified sales leads? Sales and marketing work hand in hand, so when it comes to creating a campaign, it’s an idea you target your persona’s needs accordingly. The inbound methodology is a powerful technique and provides ROI, it’s more effective than the traditional cold-calling approach. The alignment of sales and marketing is known as “Smarketing”- you should adapt this to your campaigns, ensuring both teams are aligned on messaging and the business goal of your campaign.
The purpose of an email is to be educational. You may want to consider the following:
- Who are you targeting?
- What content is most appropriate?
- How will you present your content?
- When will you send your emails? And how often?
Though many will suggest emails are old hat, they still have one of the highest average conversion rates of any digital marketing campaign, but it’s all about ensuring you have the right strategy. As you want to keep in consistent contact with your audience but you don’t want to spam them with emails.
10. Social media
Adopt a strategy for the social media platforms your buyer personas spend most of their time on (this will require research!) It’s these channels that you’ll want to post your relevant content – ensuring you generate more traffic to your site. Once you’ve produced a strategy, you’ll want to publish your content regularly in order to outreach to your target audience- promoting the products and services you have available!
After doing this, it’s suggested that you monitor the engagement and success rate of this strategy – identifying the types of posts that see the most interaction from simple likes to clicking through and converting on your website.
A blog is a perfect way to provide your target audience with a high-level overview of the solution you can offer them to solve their challenges – allowing them to achieve their goals!
If you’re looking to convert your customers into leads, you need to make sure that your blog stands out from others with interactive and visual content! Your blogs should also include long-tail keywords which will help them rank higher in search engines. When writing a blog, it’s best you keep it fresh and unique – creating intriguing content for your buyer persona’s specific needs and then pointing them to that next step in their journey with you.
12. SMART targets
A successful digital marketing campaign needs to be built on SMART targets to ensure you achieve the results your business wants. SMART targets are Specific, Measurable, Attainable, Relevant and Time-bound; they’re perfect for recording how well your campaign is doing, whether it’s an SEO or content strategy!
So, there you have it 12 steps your business needs to take to craft a successful digital marketing campaign. Why not request a free digital marketing audit of your business from our expert team here at Paramount Digital and let us help you achieve your business growth goals!