Have you been sharpening your digital marketing axe? If not, any digital marketing campaign you undertake is going to take you twice the time, twice the effort and you’ll probably only enjoy half the results...
Studies show that only half of all businesses using digital marketing tactics actually rely on clearly defined digital campaign strategies before they start.
We strongly believe that planning is everything and that putting aside time to do it is the best way to streamline your future business processes and prevent making mistakes. It’s a way of ensuring success and nowhere is this more important than in a digital campaign. Here’s a few things you can do to sharpen your digital marketing axe before you invest a cent on your digital marketing tactics…
“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” - Abraham Lincoln
Know what you’re after before you take the first step
You have to have an objective and to translate that objective into something actionable. Yes you want more sales – but how much do you want, by when and where and how will a digital campaign help you achieve this?
Decide on something specific – for instance, that you want to increase sales. Then translate this goal into a digital one. Then take your clearly defined problem and create a clearly defined solution.
For illustrative purposes let’s look at a fictional company, HappyTime, that sells ethically produced and environmentally friendly pyjamas for children. HappyTime would like to improve its sales, and they suspect that a large percentage of their buyers are abandoning their online shopping carts without completing a purchase – a common problem that marketing tracker Listrak has found currently leads to three quarters of all carts being abandoned and four out of every five shoppers failing to complete a purchase.
In this hypothetical example, the solution to the problem would be to decrease shopping cart abandonment, by, say, 50 percent.
Research, Research, Research
Findings by online authority Business2Community shows that a third of all small businesses don’t know which digital tactic they use is having the biggest revenue impact. This is where research comes in. Research will help you understand your clients better so as to select the best tactic to lead them to complete a sale.
Using our example, HappyTime learns that cart abandonment does not mean that buyers do not want to buy and rather is indicative of the non-linear process most people take when shopping online. They also find that by introducing a simple automated email reminder within a short time period of a cart being abandoned that they could actually create a 66 percent cart conversion rate to their benefit.
Benchmark your efforts
Your final step before commencing with your digital marketing campaign is to benchmark your efforts. In other words, to make a note of figures and statistics from the start so that in a certain amount of time you can see and measure how far you have come.
Our fictional company HappyTime did this and were happy to report that after 6 months their digital campaign was a success, with their average monthly cart abandonment rate decreasing by 45% and monthly revenues from their online store increasing by 50%.
Having a set of black and white facts and figures enables them to make this declaration with confidence and provides proof that a well-planned digital marketing campaign does in fact work.
Measuring the Immeasurable
Measuring statistics is fine, you say, but what about things like brand engagement, website traffic and lead conversions? Well, all these things are also measurable too. At this stage though, it becomes necessary to introduce a partner to your digital marketing efforts who will be able to take charge of the entire process and manage it on your behalf.
Even the most expertly planned digital marketing campaign can run into a few snags along the way. After all, people are not predictable and markets can change in the blink of an eye. Even the best laid plans might need tweaking to account for these factors. Which is why we recommend that you find a partner who you can trust to plan your digital marketing campaigns on your behalf while you tackle the task of growing your business.
Related Tags: Marketing Consultant | Digital Marketing Consultancy