The world of business is changing rapidly. The rules and fundamentals are continuously under challenges, and no strategy is one fit for all. The plans and strategies which were the epitomes are not practical today. One of such dynamic areas in businesses is marketing. Marketing was, in simple words, to reach out to customers, inform them about your product or service, and make the sale. But, during the last decade, with the advent of mobile technology, internet accessibility, and the rise of social media, the dynamics and variables of marketing have changed significantly.
The biggest element that has evolved is the customer. Today’s customer is smarter, aware, and has numerous options from which he/she can choose. On the other hand, there are no such competitive advantages available for a longer term for any product or service. Sooner or later, products become homogenous, and the game shift from the quality of the product to whoever reaches faster and better to the customer. Most of people have connections through the internet. People attend to spend more time on the internet than ever. Social Media, online shopping, digital entertainment, etc. have hooked them on the screens of their mobile phones. So whoever is reaching them there with a better value proposition is striking the game.
Therefore, it is more about providing value first, engaging them, build a long and relevant relationship, and then ultimately hammer your sale. The key components are now meaningful content, relevant audience, appropriate call to action, and maintain audience base. Digital Marketing is relatively new but striking the waves. The internet is full of meaning tips and techniques, strategies, and online resources like designrr.io or WordPress to help you out to up your game in digital marketing.
However, no matter what tools or services you use, the core fundamentals remain the same in this new forest of digital marketing. Let’s explore some of the tips to stay aligned and competent in designing your digital campaigns and reaping benefits from them.
1. Goal Setting and Clear Objectives:
Like every other virtue, usually, digital marketing efforts are directed actions and numbers without any clear objectives and defined goals. Goal setting and overall concrete plans are crucial for digital campaign successes.
Goal Setting is more than just “increasing sales volume” or “profit maximization.” Such goals don’t define any evident efforts to put in or critical metrics to evaluate against. Therefore, one must need to make sure that goals must be well-defined and measurable. A lot of marketing people use SMART (Specific, Measurable, Achievable, Relevant, and Time-Based) technique. Instead of “increasing sales volume,” a SMART goal would be “to sell 25 units of our latest product in the next week”.
However, digital marketing needs to put the focus on sales. Digital Marketing Efforts focuses on lead generation, audience engagement, increase social media followers or email newsletter subscribers, etc.
2. Understand and Outline Your Target Audience:
Gone are the days when one message was enough for all. Today, almost everyone is using the internet, and there is a chance that generic or one-fit-for-all words won’t be adequate to attract the audience towards you. Every product or service has a target audience based on age, gender, location, financial status, interests, etc. and digital marketing campaigns should cater to their needs only.
Modern Digital Marketing tools and channels allow dissecting and connecting exclusively with your lucrative niche audience. And most of the time, defining and reaching out to the target audience is the make or break for the effectiveness of the digital marketing campaign.
Does it start with defining who the ideal buyer of your product or service is? Or who would get the most benefits out of it? Is it the undergrad students in their 20s or the professional women working in the financial sector? Both of them are the different demographics and marketing campaign would be different apart for both categories. By identifying them, you would be able to reach out to them in a way that resonates with them.
3. Evaluate, Assess, and Learn from Efforts:
No marketing effort is a magic pill that you gulp it down, and voila everything is excellent in the world; sales are booming. Your next digital marketing campaign won’t be the last one. Therefore, it is essential to hit the drawing board again and see what went well, what wasn’t right, and what needs improvement for the next campaign. It will help you to direct your efforts towards betterment, and your subsequent campaigning efforts will be stronger and better than before.
A lot of digital marketers use split testing to see what made it successful or flop and how to go about it next time. Split testing involves evaluating two variants of ad designs, images, or sales copy by sending them to two sets of audiences. And monitor the results as which ad copy got more impressions, clicks, and final sales requests.
4. Nothing is Final:
There is a famous quote by Brian Tracy; it says, “Set your Goals in Concrete and your plans in the sand.”
Setting goals is crucial and must be the stepping stone. However, it’s a harsh world, and things might not work your way, or you might find any discrepancy in any planning. It would look like that all efforts will go busted, and you won’t achieve any sales.
In such times, one must need to pivot from the actual and look out for the ways to improvise and maximize results. For example, if split testing has revealed that both of your ad copies are not getting results, you can’t stay with them because it was the original plan, but you would need to change the keywords to get better results. You are not deviating from the ways to achieve the goal, not the goal itself. And digital marketing enables you to do such things, unlike conventional marketing.
As discussed, digital marketing is both science and arts. Defining the campaign goals, understanding your demographics, planning, and execution must be done while dealing with challenges and deviations before and during the marketing campaigns. However, success is also dependent on the tools that you employ too. Combined with practical tools, digital marketing strategies can result in more followers, better engagement, and increased sales.