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How to Choose Right Digital Marketing Strategy for Business Promotions?

October 27, 2020

Good quality sells itself, right? Wrong! We all must be familiar with lesser-known brands, creators, services which deliver excellent quality. A good quality service ensures the loyalty of the customer, but attracting a customer among thousands of competitors is a bigger challenge. There are several factors one needs to understand before creating a digital marketing strategy. However, with all the buzz over words like SEO, SEM, Social Media, PPC, Email Marketing, Chatbot etc., which Digital marketing  strategy you should choose will decide the fate of your online marketing plans and this blog is our attempt to answer this all-important question. So, buckle up and read on!

In today’s world, launching a new product and marketing is just as important as the product itself. People have a worldwide reach. The competition to have your company exposed to the public is fierce. The product should get exposed to the people who realize the need for it. Digital marketing, in simple words, is marketing to those people who are your target audience and will respond positively to your product pitch leading to better awareness, followed by leads and then eventually progress to sales. Let us delve into the basics of digital marketing strategy implementation and practice.

Steps to Plan for a Digital Marketing strategy

Steps to Plan for a Digital Marketing strategy
Before taking up any Digital Marketing strategy, one should check for the below parameters which can affect directly or indirectly your brand reach……you need to

  1. Identifying Outcomes or Expectations from your Digital Marketing activity is the first step before you identify the strategy or start making plans. Outcomes could be the results that you expect and this doesn’t necessarily have to be ‘Sales’ or ‘Revenue’ figures. It could be the reach or awareness your product or business has received, the traffic to your website from the digital campaign or the leads that came in from any specific digital medium like social media or paid advertising.
  2. Understand the Trends on your products or services for the past 6-12 months. Review the data on the number of people who are searching for your product/service in the target market that you intend to serve. You can also research your competitors using various tools and techniques. Keyword Search Volumes, Paid traffic click costs and related Competitor data will help you identify opportunities or can also uncover gaps in your overall product positioning strategy thereby helping you create successful Search engine optimization (SEO) and Pay-Per-Click / Paid Search Engine Marketing (SEM) campaigns.
  3. Outline your brand guidelines, USPs, Market Positioning and Value proposition to define your brand and the key marketing message that will prominently displayed across all your digital marketing campaigns.
  4. Build customer / buyer personas to understand the pain points of the customers and how you can solve that with your company, products, and services.
  5. Have clear Goals which are Specific, Measurable, Achievable, Realistic, and Timely goals (S.M.A.R.T. goals) to guide your strategy. Having Short- and Long-Term goals helps you to understand when prioritizing things.
  6. Plan the Digital Marketing budget that is realistic, affordable and viable for your business even if the campaigns don’t pay-off or go as per your plan. Budgets need to be spent based on order of the priorities identified. For example if you are planning a mega digital campaign without having a website that loads fast and fits the screens of mobile phones – then that is disaster in the making! Your budget should include a website, logo, product videos and other key marketing content that can attract your audience and keep them engaged.
  7. Recheck on your strategies: Planning may be easy but the execution is the actual game. If you’re planning to for PPC, determine your monthly spend. If you’re going for SEO Campaigns, have the list of keywords, contents and optimize.
  8. Launching your campaigns: Make sure all your PPC and SMM campaigns are having right tracking codes, UTMs and goals set on FB and Google Analytics.
  9. Monitor your results: Monitor and measure the performance of your strategies by tracking their performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and their return on investment (ROI).

Knowing the psyche of your consumers can help you create demand in a new target population. Your digital marketing strategy is directly affected by your capital investment in it. In the initial stages of business growth, you must understand the type and quality of returns expected. The image may appear underwhelming in the beginning, but it helps you develop a realistic set of goals. These goals are well-researched and ultimately benefit your digital marketing implementation process.

Comparing yourself with your competitors may also seem discouraging, but it is crucial to understand where you stand. Knowing your competitors also provides insight into where your marketing strategy could improve and helps in understanding how to create a digital marketing strategy to be on par with them.

Marketing Funnel as the starting point before you choose your digital marketing strategy

Identifying and mapping a customer journey through a ‘funnel’ from the stage where a company goes from being a stranger to the customer to the end of the funnel where the customer becomes a loyal advocate for the brand / company.

Marketing Funnel as the starting point before you choose your digital marketing strategy

Top of Funnel(TOFU)

A Marketing or Sales Funnel starts with the wider side of the funnel also called as TOFU (top of funnel) or Awareness stage funnel and is targeted to your prospective audience whom you would want to reach out to increase your company brand or product awareness. 

Digital marketing strategies for the Top of the Funnel stage are:

  • Blog writing on Topics and content that you research on for keywords relevant to your industry / product category and attempt to rank these blogs using SEO strategies. 
  • Video marketing – Youtube videos optimised for keyword searches related to a certain problem area or ‘pain-point’ of your target market
  • Google Ads – running search text ads that show up when visitors search for product or Industry in Google search
  • Facebook or Instagram Ads – running image or video ads that target audience who your ideal customer profile

Middle of the Funnel(MOFU)

The middle funnel (MOFU) also known as the ‘consideration’ stage funnel, is where you would want your target audience filtered down from the top funnel and are now willing to consider your product or service. Ideally in the stage of the funnel – the digital marketing campaigns should convince a prospect that your solution can potentially solve a problem for him or answer his questions. Content such as educational content such as ‘ebooks’, checklists, downloadable guides would be ideal.

Digital marketing strategies for the middle funnel stage would include:

  • Videos on Customer Testimonials on Your Social Channels may include PPC targeting the website visitors non-converters.
  • Give away an Advance eBook or Product Catalog consisting of your products list, latest features and  benefits to the customer
  • Use Online Calculators, Price or Budget Estimators, Quizzes & Polls or Free Consultation Offers to capture the interest and contact information of your audience with a ‘no-obligation’ for purchase offer. This helps to showcase your expertise, build trust as a reliable brand and also you can gather contact information that you can use to nurture for ongoing followup using email marketing.
  • Promote your Case studies on your website in exit intent or onclick popup forms or promote it via social media targeting your business niche, let people download by giving just an email. 
  • Remarketing with PPC Ads is a great way to reach the audience with Video and Display Ads. Select your audiences like Affinity(who’re actively searching for your products/services), website visitors(non-converters) and website visitors(who’ve spent at least 1 minute on the blog). 
  • Leverage Email marketing specifically opt-in email marketing—is extremely effective at the middle of the funnel. It’s low-cost too and made easy with great tools like ActiveCampaign, MailerlIte, Drip, and ConvertKit, etc.

Bottom of the Funnel(BOFU)

Bottom Funnel (BOFU), this is the stage where your targeted audiences are ready to take the decision, they want to call you business or they want to visit your store to make a purchase. Promote your offers to your leads as part of your lead nurturing process of emails, middle of the funnel landing pages, and by direct outreach from your sales team. The strategy is more a direct approach aimed at qualified leads that can include Free Consultations, Product Demo and Assessments, Free Trial, Special Discounts and Promotions, etc. 

Digital marketing strategies for the Bottom funnel stage would include:

  • Offering Freemium accounts – If you want to acquire more customers for your products or services for a trial of 14 days. Let people use it for the fullest and remind them for the subscription with any discount offers. This works better if you’ve a SaaS based product. 
  • Request a Quote or Price Estimate email forms located strategically in your website that is just a click away and accessible from any page of your website.
  • Email Marketing in more effective ways like identifying the prospects who’re ready to take the demonstrations or want to try the product or the potential customers who are ready to pre-order your products. 
  • PPC Search and Display Ads can target the audience who’re ready to make the purchase. You can talk about the pricing and free downloads or benefits to the customers on the ad copies. 
  • Search Engine Optimization(SEO) can focus on keywords containing the words – Price, Buy, Buy Online, Pricing Details, Bulk  Order, Inquire, etc. Identify the keywords which have great search volumes but low competition, use those keywords to attract great traffic. 

Now that you have a fair sense of what Marketing funnels are all about and which digital marketing strategy is useful at each stage, we will go further and briefly explore each of these strategies.

1. Choosing SEO as a Marketing Strategy

Choosing SEO as a Marketing Strategy

One of the basic marketing strategies is Search Engine Optimization (SEO). It means to make your content visible on different search engines such as Google, Yahoo and Bing. Your products or services content or related articles may be well-researched, written and optimized, but search engines require more than that. Churning out quality content in the digital marketing world is concerned with the optimization of keywords. The algorithm of the biggest search engine Google considers more than 200 parameters to rank your website on google first page and first position. 

SEO is considered more of a long-term digital marketing strategy and if you need to know how long it would take for SEO to show results – then it does take anywhere between 6-12 months to show results. 

Read more: How to choose the right SEO Consultant Company for your business? Complete Guide

Even though you don’t have to pay Google to rank your website organically in the search results, does not mean that Search Engine Optimization campaigns are cheaper than paid advertising. In-Depth and comprehensive SEO campaigns cost a lot of money because of the skilled manpower involved, expensive SEO software and not to mention the content generation efforts that all go into the making of a successful SEO campaign. 

What are the most important SEO metrics that we must consider in 2020 ?

The Top 11 important SEO metrics listed can be considered as important to be measured for ROI calculation on your SEO efforts.. 

  1. Organic Traffic 
  2. Organic conversion rate
  3. Bounce Rate of your top landing pages
  4. Behavioural Flow and Top exit pages of organic traffic
  5. Target Keywords and their Organic Ranking
  6. Mobile Usability Report Under Search Console
  7. Lifetime Value For Users
  8. Crawling and Indexing Errors on Search Console
  9. Quality Inbound Link Count
  10. Click-through rate (CTR) on your keywords 
  11. Local Visibility(Google maps – Calls, website visitors, store visits)

If you are a local business and depend on Walk-in customers or direct phone calls, then optimizing Google maps to get your business name to rank in search results for keywords relevant to your business or services should be your No.1 Priority. 

Check out How-to-Optimize Google My Business Listing? (BONUS) Free Checklist for Download

2. Choosing PPC as a Marketing Strategy

Choosing PPC as a Marketing Strategy

A quicker way to get recognized is PPC (pay per click) marketing. If you are looking for a faster way to promote brand awareness and also short-term product sales promotion; PPC campaigns can be highly-effective. Although useful to jump-start your online marketing campaigns, Google PPC ad campaigns also prove useful for your long term SEO efforts as it provides some actionable insights on what keyword phrases work well for customer acquisition. 

PPC is used for all types of marketing campaign goals, including:

  • Increasing sales
  • Generating leads
  • Promoting brand awareness

Like any other marketing channel, setting goals and measuring them is also important when it comes to PPC campaigns. Tracking and measuring the metrics daily helps you to understand whether you’ve achieved your goals or not, optimizing better performing assets and observing the response form the targeted audience. Learn more about the most common campaign goals that can help to measure PPC success

Based on the type of product or services, the type of PPC channel you can choose. You have many options like Facebook Ads, Google Search and Display Ads, LinkedIn Lead Generation Ads, Quora Ads, Amazon Ads among other advertising platforms. Choosing the right platform is essential. Here’re some of the top PPC platforms to help you choose according to your business growth objectives

Facebook PPC ADS

Facebook has kept up with other social media platforms as far as digital marketing goes. It provides an instant reach based on interests. Facebook already has a large pool of users and comes with an opportunity to attract a lot of traffic on your page, but it is also more competitive.

Combining numerous PPC strategies for Facebook marketing is the key to overcome this adversity. Experimenting new ad placements (like in Facebook stories, Instagram stories also), combining content marketing with FB ads and setting a marketing funnel leads to successful Facebook marketing. Both B2C and B2B businesses benefit from it, although there is higher risk of irrelevant leads for b2b businesses. These are some of the most common types of businesses that advertise on facebook for better reach and sales:

  • B2C businesses and ecommerce giants – Use of Facebook Shopping ads (Catalogue Sales Ad Campaigns) to get more sales.
  • Online Retail Stores – Apparel, Furniture, Electronics, Food and others.
  • Automobile (Car Dealerships) – For Instant Quote and On-road price requests 
  • Finance and Insurance related sites – For best deals and offers
  • Education & Informative – Seminars, Webinars, Workshops and Expos Promotions 

 Important metrics to measure from FACEBOOK PPC Campaigns

  1. Cost Per Result for 1000 Impressions / Reach (For Brand Awareness Campaigns)
  2. Cost Per Link Click ( For Web Traffic Campaigns)
  3. Quality Ranking (Any type of campaign)
  4. Engagement Rates(Engagement Campaigns)
  5. Cost Per Conversion(For Catalog Sales, and Conversion Campaigns)
  6. Cost Per Lead (For Lead Generation Campaigns)

Google Search and Display Ads

It is the most popular form of PPC advertising as Google is the most popular search engine globally. It is equally challenging for PPC campaign managers to see immediate success Advertisement parameters such as Cost Per Click (CPC) and Ad / Keyword Quality score play a crucial role in order to appear at the top of Paid ad listings. It is similar to auctions. The highest bids, combined with accurate keyword relevance, leads to successful PPC advertising on GoogleAds.

If you have any B2C products or services, there’s a huge scope of reaching a vast population with minimal budgets by targeting the audience. With ‘remarketing strategies’’ you can ensure your ads are shown only to those people who visited specific pages of your website. Retargeting can be done with a combination of Text or Display (Banner) that can help in prompting them to make a purchase. Choosing the right placements of your Text and display ads helps you to reach a better quality audience.

Learn more about Remarketing with Google Text and Display Ads

Important metrics to measure from Google PPC Campaigns

  1. Cost Per Click ( For Web Traffic Campaigns)
  2. Ad Relevance / Quality Score of keywords (Search Campaigns)
  3. Clicks Rate / Interaction Rate (For Search and Display Ads Web Traffic Campaigns)
  4. Total Conversions (For Maximize Conversion Bid strategy)
  5. Cost Per Conversion(For Maximize Conversion Bid strategy)
  6. Conversion Rate(For Shopping Campaigns)
  7. Cost per Video View (Video Campaigns) 
  8. View Rate (Video Campaign and Skippable Ads)

LinkedIn Advertising for B2B Leads

LinkedIn Advertising for B2B Leads

Especially for B2B, the PPC strategy on LinkedIn can be effectively implemented with the help of LinkedIn lead generation ads. You have an additional advantage on LinkedIn is targeting particular industry people and particular job roles. Lead Gen Forms come pre-filled with accurate LinkedIn profile data. So the chances of irrelevant leads is very less.

However, content marketing on LinkedIn with native Ads can get disturbed by the changing algorithm of LinkedIn. Running native ads across desktop and mobile to build an audience that’s ready to do business with you. It switches between promoting videos and written content. It is necessary to have varied forms of content to complement the algorithm at all times. LinkedIn ads are considered to be expensive as compared to paid advertising on Google or Facebook. But when it comes to relevance and accuracy of target audiences – it is bang-on!

3. Social Media Marketing

Social Media Marketing

The main ingredient of a successful digital marketing strategy on social media is networking. The Most common goal for any business with social media marketing is to reach more people, increase brand awareness & conversions, and the benefits of social media are also the same. There are some campaigns like boost post or post engagements, to maintain your company’s reputation, and the latest trend is Influencer Marketing. The relevance and demand of a product are heavily affected by what influencers say about it. On social media, you might have to collaborate with co-brands instead of competing with them to ensure mutual benefit.

Hashtags are the keywords for social media platforms. As your brand grows, you can create your unique hashtag. The bottom line is to get mentioned by co-brands and influencers as much as possible. You can also join groups and contests for additional exposure.

What are the important metrics to be tracked for Social Media Marketing?

If you want to know if your social media marketing is working, then you have some important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. All these metrics  combined will give you a 360º view of your social media performance. If you have time constraints, lower budgets or sales targets, you’ll add more nuanced metrics to make them more relevant to your business goals.

You may have to look after these important KPIs of Social Media Marketing that measure your social media performance:

  1. Brand Awareness can include @mentions, shares, links, and impressions
  2. Audience Growth Rate 
  3. Post Reach and Impressions
  4. Engagement Rate 
  5. No of new Page likes / followers 
  6. Customer care: Response rate & time
  7. Website Traffic from Social Channels 
  8. No of Conversions 
  9. Cost Per Click (For PPC Campaigns)

4. Content marketing

Content marketing

It is the central aspect of your digital marketing strategy. Written and visual media is what catches the attention of your audience. Your content is responsible for convincing people that they need your product. Making generalized content with appropriate keywords and an effective SEO strategy is a stepping stone to business growth. Using the wrong keywords, misleading information and too many external links to other content sources may increase bounce rate on your website. This will often lead to your content being less likely to appear, leading to stagnancy or even negative growth.

To measure your content marketing performance, these are the important metrics that you should be tracking regularly.

  1. The no. of social shares of your posts 
  2. Website Traffic from social media platforms 
  3. No of clicks on the shared content
  4. Customer retention(Total returning visitors vs new visitors)
  5. The no of backlinks you build for your content 
  6. The Amount of time spending by the visitors on your articles 
  7. Email Opt-in / Newsletter subscription rate 
  8. Average Total Bounce rate

How do you implement and manage your Digital Marketing strategies?

Hiring a digital marketing executive to work within your team “inhouse” or to outsource the marketing is the first hurdle you will need to overcome. To start with both, have their pros and cons which will be a topic that we will cover later however, the thumb rule would be to say that if you need tight control over things and have a bigger marketing budget; then in-house team is for you. If you are on a shoe-string budget and testing waters to see if Digital marketing works for your product or not; then outsourcing this activity is your answer! 

Hiring a Digital Marketing Consultant – Best of both worlds?

In between choosing between an in-house team or an external agency; a middle path that can be considered – is to hire a Digital Marketing Consultant who takes on the role of a virtual Digital Marketing Officer and brings in his experience and skills to help guide, monitor and hold teams accountable to the end results. Digital marketing consultants have detailed knowledge about different niches and Industry trends. Your team may have an in-depth understanding of your product or company, but the digital marketing consultant knows how to make it grow. Possessing the information of other companies which may be fit for collaboration, a digital marketing expert consultation is an essential part of any digital marketing strategy especially for startups.

How to choose the right digital marketing consultant ?

How to choose the right digital marketing consultant

Many agencies claim to provide the best digital marketing consultancy services. However, their work heavily depends on their knowledge about your organization and its objectives. The initial step in choosing a digital marketing consultant is checking their expertise, experience and interest in your niche.

Having a work experience of all the above strategies is among the basic requirements of a digital marketing consultant. Look for their credentials, client retention and reviews. Draw comparison between the services you demand and they offer. A digital marketing consultant should provide insight into reaching your targeted audience. They function as an extension of your digital marketing team and may also lead them.

The Digital Marketing Funnel Infographic

Digital Marketing Funnel Infographic

Download a HD PDF format of our Free Digital Marketing Funnel Infographic  to build out the stages of your business internal marketing and sales funnel. This downloadable infographic makes it quick and easy to map out the activities you will need to implement and the metrics to be tracked from each funnel stage.

Download Now

Conclusion

The likelihood of a digital marketing strategy’s progress depends on your content, the keywords in it and the people promoting it. The initial growth may disappoint you, but turning the audience into loyal customers requires familiarity and persistence. Along with all the strategies mentioned, the way you advertise your services and products also matters. Keywords and PPC marketing will only help you get noticed among a thousand other competitors. Ads must strike an emotional chord with the viewers.

Why Immersive Radical Digimedia?

Digital marketing is one of the best ways to reach your potential audience and get new customers to generate more leads and sales to your business. Our Digital Marketing Services save businesses more time and help them generate more results. We are pros at Website building , Search Engine Optimization , Social Media Marketing and Google Paid advertising services.

Contact us for a Free Digital Marketing consultation today.

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