With the long-term trends indicating that digital marketing continues to dominate, there is no escaping the fact that the internet is able to reach more people, more frequently, at any time and location. However, it is easy to make mistakes in digital marketing campaigns. Here is our guide to avoiding the pitfalls and creating a successful digital marketing campaign in four steps.
Consumers have a shorter attention span these days, and competition for customer attention is intense. To earn attention, you must use personalised, targeted communication, and you need to have the right setup or your target message will fail to resonate. Every penny you spend on digital campaigns must be targeted wisely in order to gain the best return on your investment.
Experienced marketers will constantly maintain buyer personas using interest reports, demographics and SEO research. Messages must be aimed at the correct audience and carefully crafted in order to gain traction.
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2. Goals and Targets
Studies have shown that for the 35th consecutive quarter, companies are increasing their digital marketing budgets.
It is important to be prepared and understand your KPIs (key performance indicators) prior to the launch of a marketing campaign, and you must be ready to report on it from the beginning.
It is wise to start from the end goal and work backward to set your objectives, defining KPIs that are attainable and measurable. Ensure your intentions are aligned with your business, with tracked targets and achievable goals, it is also wise to create a timeline and monitor your progress throughout the campaign.
It is vital to test your campaign before it is launched into the public domain. Ensure you test your campaign thoroughly and make any adjustments necessary based on your tests. You want to avoid discovering that your marketing does not work once it is already in action.
As the campaign launches, ensure it is ready for A/B testing with samples that are correctly sized.
4. Document and Organise
Most businesses have a standard process for analysing, monitoring, launching and creating digital marketing campaigns, but this is usually not documented. Creating detailed documentation on your campaigns allows marketers to record progress and assess if tweaks must be made.