Does Your Business Have A Digital Marketing Plan To Go With Your Business Plan?
A digital marketing plan gives you a well-defined strategy for getting the most out of your online digital assets. Some of these assets might be:
- your website
- your mobile presence
- your videos on YouTube, Daily Motion, Vimeo, etc.
- your social media sites
- your online paid advertising
Each item listed above requires a commitment of time, money or both for them to be successfully used. If you don’t have clearly defined goals and a way to measure your progress towards those goals, how will you know if you have a positive ROI on your investment?
Visitors to your website are usually seeking information about your products or services, your business hours, a way to contact you or other information that answers a specific question.
There are multiple ways this information can be delivered and it’s usually a good idea to use as many different methods as possible so you satisfy the widest possible audience.
Your Mobile Presence
Your mobile presence could consist of one or more of the following:
- your mobile website
- your mobile app
- your mobile advertising
Your Mobile Website
Visitors to your mobile website are usually on a small screen and they are looking for very specific information. This information is often:
- your phone number
- your hours of operation
The best thing about these types of visitors is that they usually take action within 24 hours of visiting your mobile site.
Your Mobile App
The people that use your mobile app are more likely to either be existing customers or great prospects to be future customers because you have the opportunity to share your expertise by pushing information through the app.
You also have the opportunity to send them discount coupons or special discounts that are only available to users of your app.
Your Mobile Advertising
Your mobile advertising actions could take the form of SMS marketing, PPC marketing or variety of other options.
Regardless of the mobile advertising method that you choose, you need to have clearly defined goals and a way to accurately measure your progress towards those goals or you won’t have any way to gauge the success of any advertising campaign or method you use.
Your Online Videos
Many people prefer to receive their information by way of video and a number of your customers are probably among them.
Every video that you create or have created for you needs to have a specific goal in mind and a way for you to measure how close you got to achieving that goal.
Do you know what target audience you are aiming at with your video?
Do you know what problem they are wanting to solve?
Do you know what device they are most likely to be using when they watch your video?
Do you know what video sharing service your prospects are most likely to use to watch videos?
If you know the answer to most of these questions, you will probably be able to create a video that will capture the attention of the right audience and present the correct solution to them when they most want it.
Your Social Sites
The social media sites that you should be using will depend upon the niche that you are in and where the prospective buyers for your product or service hang out online.
Do they use Facebook, Twitter, Google+, LinkedIn, Pinterest or another site?
The site or sites that the majority of your customers use will dictate where you need to have your presence. Additionally, the sites that they use will also play a role in helping guide you on the way that you need to engage them on the platform or platforms that they use.
Each social site has its own lingo and etiquette that you need to learn and follow if you wish to engage your audience instead of alienating them.
Online Paid Advertising
There are multiple types of paid advertising methods available online and the method that you choose to use most often needs to capture the right audience at the right time with the right message to be wildly successful.
If you know where your customers hang out online, you’ll be able to make a more informed decision on which paid advertising method will probably be the most cost effective.
If, on the other hand, you don’t know where your audience hangs out you may end up spending much more than is necessary to achieve the desired results from your marketing efforts.
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