Want to increase your sales by creating a strong online presence? Well, the fact of the matter is digital marketing isn’t for everyone. Yes, it can have profound positive effects on your business – if done properly. But if you begin your journey into the digital world thinking you don’t have to put much into it, you’ve already started out on the wrong foot.
Before you invest your time and money into digital marketing, here are some things you should consider.
What to Consider When Starting A Digital Marketing Campaign
Budget
Creating an effective digital marketing campaign takes patience, communication, structure, and money. In marketing, you get what you pay for – nothing more, nothing less. All too often businesses contract digital marketing agencies and ask for a quick website at the smallest possible budget. They’ve ruled out additional funds for Pay Per Click ads, content marketing, social media marketing, and other important marketing ‘drivers’ because they believe simply having a website will bring in sales. Not long after launch, they’re making a phone call asking for additional items because they’re not getting the results they anticipated.
The breakdown: the key strategy wasn’t built out in the original plan, and now you’re spending more with a return on investment that will take longer to receive.
Remember, digital marketing is more than just creating a website. It’s creating a strategy and executing it to achieve the best results for your business. To get the results you want, you have to make an investment. Obviously, the more you spend, the more of a return you’ll see. But not all businesses can afford a large marketing package. If you’re a smaller business looking to increase your sales, speak to a digital marketing agency about starting off at a smaller package. Once you’ve gained more sales, you can increase your package to reach your goal.
Audience
When considering a digital marketing campaign, be sure to consider who you’re selling to – your audience. A common issue digital marketing agencies are confronted with is being asked to build out a marketing campaign for a business that doesn’t know its audience. Why is it so important? Because in digital marketing, we use psychology to gain leads and sales.
From font to color scheme, content and even social media channels, a digital marketing agency can determine where to go and what to do to gain the attention of the people you want to sell to, get them to visit your website, and contact your business. If you don’t know your key marketing demographics, how are you going to sell your product?
Luckily, if you’re struggling with honing in on your audience, there are digital marketing agencies who can assist you with your ‘Discovery.’ Although be prepared that this will be an added fee, but it will be well worth it when your sales begin to skyrocket.
Purpose & Goal
Believe it or not, many businesses contact a digital marketing agency and want to begin a marketing campaign without any real goal. It’s easy to say, “I just want to make more money”. I mean, we all do, right? But it’s more than just raking in the dough. It’s creating a plan to make sure you see the increase in sales you want.
When mapping out a digital marketing campaign, determine what areas you want to focus on and why. Also, consider how your focus area relates to your audience. Is it something they want? Or is it something you want? Remember, your digital marketing campaign isn’t about you. It’s about providing your audience with the information and offers they want so they contact you.
And make sure your focus is quantifiable. It has to be measured. Otherwise, how do you know if it’s successful? A good digital marketing agency will review your goals with you and consider that when mapping out their strategy. They will also schedule regular meetings with you to review your analytics and determine what is working and what might not be working for you. Sending over random tasks with no real goal is a waste of time – and money – for both parties.
Audit
A brand audit is always important when it comes to any form of marketing. Creating a consistent brand offers brand awareness and recognition – the key to creating loyalty and trust with your audience. When contacting a digital marketing agency, they’ll review your branding with you and will require certain files, such as logos, to begin your strategy and build out. If your brand is inconsistent, they will make recommendations and can assist in making the proper adjustments. Just remember, it will be an additional fee.
Communicate & Coordinate
You can’t just push off your digital marketing to an agency. You still have a role and certain responsibilities to make your campaign work. When working with a digital marketing agency, you’re in a partnership. You’ll have to schedule regular meetings, communicate regarding new projects and requests, and review the success of your campaign. If your schedule won’t allow for that, be sure to select a trusted employee to be your ‘marketing coordinator’. This person will be the ‘go-between’ for your business and your digital agency.
Your marketing coordinator should have attention to detail, clearly understand the purpose and goals of the digital marketing campaign, understand your key demographic, must have the ability to clearly communicate and organization is a must. Selecting an intern isn’t going to work. This is a serious position that shouldn’t be taken lightly.
Your Next Move
When you’re considering venturing out into the world of digital marketing, be sure to map out your plan and understand what you are willing to put into it. Understand that it’s an investment of not just money but of time as well. You have to be committed and patient. A good digital marketing agency will work with you to develop a marketing plan to fit your goals and budget and guide you through the journey with open communication and honesty.
We want to help you reach your goals, but not until you’re committed to making your digital campaign work. When you are, contact us and we’ll help you achieve success with digital marketing.
