Most digital paid media will charge on a cost per click (CPC) or cost per thousand of impressions (CPM). Therefore you need to know your conversion rate to get a feel for the budget that you require. This will drive your tactics, budget and your KPIs.
Understand your buyers
Buyer Personas help you understand your buyer’s interests, likes/dislikes, where they go for information and how they like to be sold to. Buyer personas give you the foundation to understand and begin your digital marketing strategy. The great thing about digital marketing is that it enables you to have very targeted marketing tactics. Buyer Personas form the basis for this targeting. Read more about Buyer Personas in our blog, then you can download our buyer persona template.
It’s imperative to ensure you have a keyword strategy. Keywords direct traffic and can affect the success of your digital campaign. There are many tools that can help you with your keyword strategy such as Google Keyword Planner, Keyword Tool, Bing Keyword Planner
Search Engine Marketing
Evaluate the benefits of search engine marketing for your business. For example, Google AdWords, Bing Ads with positioning your website in high on Search Engine Result Pages (SERP). Some free tools that can assist are GTMetrix, SEOToolset, Google Webmaster Tools, Bing Webmaster Tools
Having a social media strategy is critical to all modern businesses. Even if you are a B2B company, you should consider LinkedIn. B2C companies have many options to consider depending on their buyer personas and objectives. Not only is it important for buyers to see that you active on social media, social media sends traffic to your website and increases your SEO rankings. As Sprout Social states: “While Google hasn’t stated that social media directly influences its search algorithm yet, there’s evidence to suggest that it does”
Once you have understood your buyer’s journey and mapped your buyer personas to buyer stages (you can read about this in our blogs) you then map content to each buyer persona at each stage of their journey and this forms part of you your content matrix. See our content matrix template.
These days, you hear more about social and less about email marketing. However, according to ExactTarget 77% of readers prefer being marketed to via email than any other channel.
It’s important to know what you do well and what you can improve upon. One of the best ways to do this is to compare against your competitors. Create a SWOT analysis against your competitors. Use tools such as http://hitwise.com/, http://compete.com/, http://rivaliq.com/ to assist your review
Benefits of digital marketing
Digital marketing provides a fast response time so you can see your results in real time and make adjustments quickly
You can achieve more with less with digital marketing. You can set your budget on cost per click or cost per impression and spend as little as $20 a day if you like. Typically a click will cost between $1-$10 (in rare occasions more). According to Hochman Consultants the average price per click on Google Adwords as dropped since 2010