n effective digital marketing strategy is cohesive. We ended Part 1 by revealing the four inseparable pieces of a complete digital marketing campaign.
From the initial advertisement1, to the venue2 where you place the ad, to the Web page3 the ad leads prospects to, all the way to the service being offered4 on the page, each of these facets must gel.
In this way, your campaign should seem like several parts of a whole rather than four loosely-related marketing pieces.
Now we’ll elaborate on how, specifically, to pull those four things together in a winning digital strategy.
Step 1: Gain intimate knowledge of your audience.
Seems obvious, but even seasoned businesses drop the ball here for various reasons. The top reason I’ve seen for failed campaigns launched by clients, colleagues, peers, and even my own companies at times is not knowing (or remembering) who you’re targeting.
- Is your ideal client mostly male or female?
- How old are they?
- How tech savvy are they?
- At what level of the organization do they work?
- What are their buying habits?
- Are they actually the decision maker when signing up for your service?
- How much time do they spend online?
- Do they access the Web more from smartphone or mobile?
- What times of day are they usually online?
- What kind of language attracts them?
These types of questions and more should be fleshed out in your company’s Ideal Client Profile.
If you haven’t created those—and most small businesses we encounter haven’t—then you’ll waste a ton of time and money floundering around with your marketing.
Conversely, when comprehensive buyer profiles are ready at hand, you’ll know what your target prospect reads, what websites he visits, at which times of day, what type of language he connects with and what turns him off, and more.
Then, it becomes easy to create marketing materials that tug right at the heartstrings of your ideal client.
Step 2: Create ads for your ideal prospect(s)—and no one else.
Many companies make the mistake of applying a blanket digital marketing strategy across all ethnicities, genders, and age groups, etc. And in doing so, they end up isolating a large part of their online market (as you’ll see in Step 4).
For instance, marketing to African Americans often requires a quite different approach than marketing to Caucasian Americans.
Marketing to young adults requires a different approach than marketing to retirees.
And marketing to women often requires very different messaging than when marketing to men. Just how different depends on the service you’re promoting.
When crafting every marketing message—press release, article, white paper, pay-per-click ad, social media post, video, etc.—write to attract specific persona(s) to avoid diluting your results.
Step 3: Find your audience where they are.
Even if you think your service fills a universal need, “the universe” won’t feel they need it at every given moment. So focus only on the people who feel that they need it at the present moment.
That’s the obvious point. But consider the much more subtle question of how to find your audience when deciding on a granular aspect of your digital marketing strategy… like which social network to use for business.
How would you know?
Does your target buyer use Facebook or LinkedIn more?
If she uses Facebook more… is Facebook the best social network on which to promote your service?
Despite the lower volume of leads you get from LinkedIn, are they better qualified… then making LinkedIn the better choice?
When you truly understand your market, these questions become easy to answer.