19/06/2015 - Posted by Roshelle Curtis
Digital marketing campaigns can be great when promoting new businesses, brands, events, sales, causes, and acquiring new customers. It can be a cost-effective for small business and not-for profits. It is also a measurable method, with detailed traffic and click reports from Google Analytics, Google AdWords, and Facebook for example – depending on your selected channels. This allows accountable return on investment, such as cost per acquisition. This provides a clear indication of the expenditure for each lead or sale. Aside from driving website traffic and a potential database of clients, it can also support offline marketing. Digital campaigns can directly target the audience you desire, boosting awareness or creating action. Online PR and social networking fosters stakeholder relationships via social media. Content or search engine marketing drives traffic to your website. Online advertising or promotions (including competitions and discounts) can grow client base or sales. Direct mobile or email marketing communications can help extend the lifetime value of your existing customers or leads. But as with all marketing, there’s certain tactics to avoid…
What are the red flags?
1) Is your website responsive?
If you have a website, is it fully responsive to fit onto mobiles and tablets? If not, then invest in this first, else you may be frustrating and losing your potential clients before they even commit.
2) Have you used Google AdWords or Pay Per Click?
If you’ve invested in creating a website and social media accounts. Have you invested in publicising these? Do you have SEO or other initiatives in place to help increase your return on investment?
3) Are you compiling a database?
If you have an online advertising campaign to drive online awareness – have you encouraged website visitors to become engaged? Extend the conversation. Create a relationship. Collect a potential database through email addresses and contact data.
4) Are you using Google Analytics?
Watch online activity to learn about your visitors. What online banners are effective? What does your audience prioritise? Analyse your target market to help better communicate with them.
5) Are you monitoring & responding?
If your website offers feedback or comment sections, ensure someone is responding to prospective clients. If your website offers live chat, see if this option is working, and enable response if promised.
6) Is social media consistent & updated?
If you have social media accounts, make sure someone is monitoring them, and responding. Regular updates are required to keep your target audience engaged. See which social media give you the best response, and concentrate your efforts on them, if you’re spread thin. But make sure the information in all avenues is up to date and monitored regularly. If you don’t have the staff internally to do this, then talk to PSE for the services we offer.
7) Considered PR methods, loyalty rewards & lifetime value?
If you have an e-commerce site, have you invested in the potential lifetime value of your current customers? Have you put loyalty programs or rewards schemes in place?
8) Is Digital prioritised in your Marketing Plan?
Don’t treat digital as an after-thought or add-on. Make sure that digital is factored into your marketing plan and PR initiatives from the outset. Consider it as central to your awareness and engagement platform. It is one of the prime mediums along with TV, Radio, Outdoors, Print (Newspapers, Magazines, Yellow Pages, etc.), Direct Mail or Telemarketing? It doesn’t need to be treated as a support tool.
9) Are Online & Offline integrated?
Are your online communications and brand image consistent with your offline? Make sure your messages are consistent and that campaigns are integrated across all potential communications.
10) Have you assigned dedicated staff to use the data?
Is there someone on your team to measure the data, and interpret this, to ensure what’s learnt is reflected in your marketing and communications? Stats are worthless if misunderstood, or ignored.
If not, then again, seek external consultants like PSE who can help make it all worthwhile!