Digital Marketing | 3 Step Program
Are your customers finding your business online? Do you want to increase traffic to your website? Is your digital marketing plan strategic, measurable, achievable, relevant and timely?
√ Help your customers find you online.
√ Increase traffic to your website.
√ Build your digital brand.
Google processes more than 2 trillion, up from 1.2 trillions only four years earlier, which means people are looking for answers online more every year. Google is now a primary resource for information; to have conversations, check out reviews, answer questions, and locate places to visit. “Just Google it” is a common response to any question.
Digital marketing is for every business, in every industry. Even established businesses, where online marketing wasn’t a priority, realize now that there is value in building an online brand for their business.
Here is a 3 Step Program to help you build a successful digital marketing strategy
Step 1 | REVIEW
Get started by reviewing your current situation and where you want to go with your business.
As a business owner, the review process can be done on your own or a brainstorming session with the team. Your management team can offer ideas; involving them at this stage gives you the opportunity to empower them to be part of the solution.
Any market research data or customer feedback will be a valuable resource to inform the review process.
Tip: A communications consultant can offer value at this stage to help facilitate a brainstorming session, with yourself and/or your team. They will offer 3rd party insights, expertise, and help guide a purposeful discussion.
Step 2 | EVALUATE
Look at what your current marketing plan is and what you’ve accomplished to date.
Reports that are important to this phase include, but are not limited to, website analytics, social media activity, paid online advertising, email campaigns, related traditional marketing data, sales, and store traffic.
As part of this process, analyze the inputs/outputs/outcomes of:
- Materials - website and social media content (e.g. videos, blog, visuals), digital ads
- Methods - social media, website, advertising
- Messages - Do your brand, words, and other images resonate with your audience?
Through a comprehensive analysis of the information gathered so far, a consultant will offer expertise in the area of digital communication best practices; offering recommendations to inform the digital marketing plan so that it is scalable, actionable and strategic.
Step 3 | TAKE ACTION
Taking the analysis of the information gathered along with the recommendations to create an actionable strategic digital marketing plan.
A digital marketing plan should include goals and specific objectives that support business goals, strategy overview that includes the ‘why’, how you will continue to evaluate the plan, who is your target audience, tactics that are actionable and will help you achieve your goals, a timeline, budget, and risks and assumptions. Make sure to also include an editorial calendar that includes relevant events, traditional marketing timelines, as well as materials and methods. a timeline with key milestone review dates, a budget, action items, and an editorial calendar.
Next step is to make sure you have the right people in place to implement and manage the plan.
A consultant can help you find, train, and advise on implementing and managing your program.
Most small businesses do not have a marketing director, so outsourcing to a consultant is an option. Hiring a consultant, you will have the advice and support of an experienced, senior-level marketing specialist without having to pay the full-time salary of one.
Businesses of all sizes are responding to the increasing preferences of the modern consumer to communicate online, by increasing their digital marketing budget.
Digital Marketing Statistics
- Google receives over 57,000 searches per second on any given day. (Source: Internet Live Stats, 2016)
- 72% of consumers who did a local search visited a store within five miles. (Source: WordStream, 2016)
- 88% of marketers indicate that social media generates exposure for their business (Social Media Examiner’s Social Media Industry Report, 2017)
- 86% of consumers would like to receive promotional emails from companies they do business with at least monthly) (Statista, 2015)
Successful digital marketing strategies are agile and able to respond to the changing needs of customers and technology.
Businesses need to ensure they have the resources and skills in place to evaluate and make necessary changes.
This 3-step program should be used as a guideline. Review annually with milestone reviews every month.