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Get your finger on the pulse of digital campaigning

Julia Deutsch

A great digital marketing campaign can help a company build a strong online reputation, increase brand awareness and encourage traffic and sales conversions.

Most companies do not develop a digital marketing strategy before initiating a digital campaign. This is a bad idea. Without guidelines to follow, how can results be measured and, if successful, duplicated?

By following these simple steps you can start defining your digital campaign.

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Before starting any type of digital campaign, you need to decide exactly what is to be achieved; whether it is to increase sales, brand awareness, increase customer acquisition or customer retention. Additionally, you must decide what exactly you are measuring your achievements against, as well as matching up your key performance indicators (KPIs) to these goals. Ask yourself the following questions:

What are you trying to achieve?

Who is the target audience?

What is the budget?

What is the estimated length of time for the campaign?

What are the results desired that will make this campaign successful?

If you have any previous digital campaigns, what were previous targets and were they met?

Is there anything that could be improved upon from a previous campaign?

By doing so, it enables you to plan how you will get from A to B and the online tools used to reach those objectives.

An analysis of your market size and demographic, along with potential and established competition, could also help you define the tools to use. By understanding what your consumers need and what they are searching for online, you can plan ways to advertise your products and services.

To do this there are various platforms you can use, including Google Analytics and FollowerWonk, and the most direct way is to contact a handful of clients with a number of market research questions.

There are several digital marketing channels to use to help your company’s visibility online. Grasping an understanding of each digital marketing network will help you to understand which platform is best.

Search Engine Optimisation – Since the term was coined, SEO has evolved dramatically. Create highly engaging content and optimise current or future landing pages to guarantee prominence of the high level keywords your business would like to rank for on search engines. This will increase visibility of your website.

Social Media Marketing – Using social media to create digital campaigns is not only effective and somewhat inexpensive, but also allows one’s creativity to shine through. Make your products and services stand out and encourage engagement with social followers.

Pay per click (PPC) – Advertising is not just for traditional media outlets such as a text box in the back of a publication. Using PCC is a tried and tested way of increasing traffic to a website, as the words/phrase a potential customer is searching for will direct them to your ad.

Email Marketing – Who said email marketing is dead? Although click through rates have subsided for many automated e-newsletters in recent times, subscribed customers still appreciate receiving a direct commercial message, especially if the subject line features perks such as discounts or sales.