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ADVANTAGES AND DISADVANTAGES OF USING SOCIAL MEDIA

Social media has grown enormously in the past few years.

  • Specifically Facebook and Twitter have grown much faster and gained millions of users in just a few years. The way technology is developing, it is clear that more and more people are going to grapple with its advantages. It has conducted a lot of benefits for the community. From advanced nations to under-developed countries, every nation is using the power of social media to improve life and utilize it for the bitterness of the people.
  • On the other side it has also influenced society in a negative way. Like anything which can be utilized for both good and bad, social media have also supplied the negative and positive ways for the people. It is all about the consumption and getting things done positively by utilizing the power of social media. It is in the hands of the user to utilize to its benefit. But voluntarily or not it can still have negative effects on the users. We’ll discuss in this blog the advantages and disadvantages of social media. 

10 Advantages of social media

1- Establish brand awareness

  • Social media is one of the most cost-effective digital marketing tools utilized to corporate content and elevate your business’ visibility. Executing a social media strategy will deeply upgrade your brand identification since you will be interacting with a wide range of consumers. To begin, establish social media profiles for your business and start engaging with others. Gain employees, business partners, and sponsors to “like” and “share” your page. Getting people engaged with your content will establish brand awareness and start building your reputation as a business. Every post that is posted will be presented to a novel network of people, which can guide them to be potential customers, and the more people who recognize your business, the better. By infusing a few hours per week. There is no hesitation that by simply owning a social media page your brand will gain, and with orderly use it can establish a wide target audience for your business.

2-More inbound traffic

  • Without marketing your business on social media, your inbound traffic is limited to your regular customers. The people intimate with your brand are likely searching for the same keywords you already rank for. Without using social media as part of your marketing strategy, you’ll have much more difficulty reaching anyone outside of your loyal customer circle. Each social media profile you put to your marketing blend is a guide to your website, and each piece of content you share is another chance to gain a new potential customer. Social media is a melting pot of different kinds of people with different backgrounds and behaviors. With variant people come variant needs and variant ways of thinking. Syndicating your content on as many platforms as possible allows these people to organically reach your business. For example, may someone in an older demographic of customers search for your website using a specific keyword on Facebook, but a chiliadals could start their search by utilizing a different social media platform wholly, because they search for products totally differently. By marketing on social media you can efficiently open your business to a broader variety of flexible customers all over the world.

3- Enhanced search engine rankings

  • Even though sharing on social media may get your business some website traffic, more attempts than that are acquired to see remarkable success. Search engine optimization (SEO) is very essential for attaining bigger page rankings and gaining traffic to your business website. Being able to rank in the top positions for your keywords will transform your traffic and carry on with producing positive outcomes for your business. Everyone utilizes Google to gain information, and they likely won’t navigate past page 1 because their answer is on the first page of results. If your business website isn’t ranked towards the top of search engine results, you should probably modify your search engine optimization strategy. To give yourself the best opportunity of ranking better via social media, generate high quality content that merges your targeted keywords. Content such as blogs, infographics, case studies, business information, and employee photos will make your business’s social media profile interesting and trustworthy. Once you start posting quality content, you’ll begin to establish a social media community where followers will “like” and “share” your content. Most significantly it provides you more chances to get in front of industry influencers who will mention your business and give links back – which will assist in increasing search engine rankings.

4-Bigger conversion rates

  • With bigger visibility, your business obtains more chances for conversion. Each blog post, image, video, or comment can guide viewers to your company’s website and enlarge traffic. Social media marketing permits your business to provide a positive impression through a humanization factor. When brands are active and engaging by sharing content, commenting, and posting statuses on social media, it customizes a brand. People favour to do business with other people, rather than companies.The better impression you make on a visitor, the more likely they are to think of your business when the necessity for your product or services come to mind.When a brand is active online, customers who follow your brand’s accounts often start to more totally trust the credibility of your business. People utilize social media platforms to stay attached to their friends, family, and communities. Since people are already communicating, why not throw your brand into the blend? More likely than not, they’ll recommend your brand to a friend when your products or services are needed, overall giving your business social proof of its quality. 

5-Greater customer satisfaction

  • Social media is a networking and communication platform. Generating a voice for your firm via these platforms is significant in humanizing your organization. Consumers value recognizing that when they comment on your pages, they will get a customized reply rather than an automated message. Being able to realize every comment indicates that you are attentive to your visitors’ needs and focus on providing the best experience.
  • Each consumer interaction on your business’s social media accounts is a chance to publicly illustrate your care for your clients.Whether an individual has a query or a complaint, social media permits you to understand the matter using interpersonal chat. A brand loyal to customer satisfaction that takes the time to create personal messages will naturally be viewed in a positive light, even if replying to a customer complaint.

6- Enhanced brand loyalty

  • One of the prime objectives of almost all businesses is establishing a loyal customer base. Realizing that client satisfaction and brand loyalty usually go hand in hand, it is essential to continuously interact with your audience and start building a bond with them. Social media is not just restricted to presenting your brand’s products and promotional campaigns. Consumers view these platforms as a service channel where they can connect directly with the business. The millennial generation is known for being the most brand loyal consumers of all. Businesses have to execute social media marketing to gain the attention of their most influential customers.

7- Bigger brand authority

  • Consumer satisfaction and brand loyalty both perform a part in making your business more authoritative, but it all comes down to Connectivity. When customers view your business sharing on social media, particularly responding to clients and sharing original content, it makes you look more credible. Naturally engaging with consumers illustrates that your business cares about customer satisfaction, and exists to answer any queries that they may have. Satisfied consumers are keen to spread the word about a great product or service and they usually turn to social media to share their opinion. Getting clients mention your business on social media will promote your business, and show new visitors your value and brand authority. Once you gain a few satisfied consumers who are vocal about their positive buying experience, you can let the promotion be done for you by potential customers who liked your product or service.

8- Cost-Efficient

  • Social media marketing is most probably the most cost-efficient fragment of an advertising strategy. Signing up and establishing a profile is free for almost all social networking platforms, and any boostings you intend to invest in are a quietly low cost compared to other marketing tactics. Being cost-efficient is such a benefit because you can notice a bigger return on investment and keep a bigger budget for other marketing and business costs. If you intend to use paid advertising on social media, always begin small to realize what you should predict. As you become more comfortable, start increasing your budget. 

9- Gather marketplace insights

  • One of the most effective benefits of social media is marketplace insight. What better way to recognize the thoughts and needs of your target audience than by directly speaking with them? By detecting the activity on your profiles,, you can see consumers’ interests and thoughts that you might not be conscious of if your business didn’t have a social media presence. Utilizing social media as a supportive research tool can assist in obtaining information that will support you in acknowledging your industry. Once you obtain a large following, you can use extra tools to analyze the demographics of your customers. Another sharp aspect of social media marketing is the ability to segment your content syndication lists based on topic, and define which genres of content create the most impressions. These tools provide you the ability to measure conversions dependent on posts on different social media platforms to sort out the perfect combination for generating revenue.

10-Thoughtful leadership

  • Sharing insightful and well-written content on your social media is a perfect way to be a professional and leader in your field. There is no single way to be a thought leader – it demands effort and work that can be supported by online networking tools. To build yourself a professional, make sure to use social media platforms and establish your presence. Communicate with your target audience, post content, and boost your authority. When your social media campaign is aligned with other marketing efforts, your skills will be highlighted and followers will look up to you. 

Disadvantages of social media

  • Any marketing strategy will always include disadvantages. The disadvantages don’t mean that the approach isn’t efficient, but rather, present potential obstacles you might have to go through during your campaign. You’ll find below some of social media disadvantages and how to tackle each one of them. 

1-Negative feedbacks

  • Social media is used as a platform for sharing content and experience people have gone through, be it a positive experience or negative experience. If someone is not pleased with your business, then it provides them an opportunity to share the negative experience with others, which can certainly be an obstacle in the way of the success of your brand.
  • On the Facebook business page, people can grade you one star, write down negative feedback, and share their bad experiences in public with others. You can’t edit or remove these negative feedbacks. The only thing you can do is offer a better service to them and ask to modify the rating and feedback.
  • If your brand page is on Twitter, users can tag a brand or firm and tweet their bad experiences. It can cut off various users and can negatively influence your brand identity that can affect the growth of your brand. What you can do is request to delete tweets and give them quality service in return.

How to tackle this social media disadvantage

  • People take negative comments, and feedback very critically. Never underestimate negative feedback and define the causes for customer discontent, and correct the faults to rescue your brand reputation. Don’t give an opportunity to others to destroy your brand reputation. 
  • Always positively reply to negative reviews, and comments, do not let it unsettled 
  • Make it a routine to identify and sort out their problems if you want to reacquire their trust.
  • It would surely assist you in enhancing and working on the areas to switch a negative feedback into positive.

2- Embarrassment

  • In social media, it takes only a few seconds for your posts to go viral. You need to be attentive before sharing your content on social media. Review multiple times before sharing it so that you don’t need to face any sort of embarrassment.
  •  How to tackle this social media disadvantage: Do your research before sharing content on social media. Regardless if it’s a photo, a hashtag, or a video, do your research to recognize if there is any way it could be understood the wrong way. Research assists you in adapting your content to avoid your company from embarrassment.

3 – Time devouring campaigns

  • Social media is one of the most powerful and compelling platforms to establish and re-establish the content, to share photos, videos, and to interact with the audience. But, the prime disadvantage is that building and running social media campaigns is a time-devouring procedure.
  • The significant element you should oversee your business is the time element. Be it a marketing campaign or any other; everything needs time to be controlled. You should hit a balance between overseeing time for your accounts, for sharing content, for updating resources, for dealing with customers, for sorting out problems and managing damages, and much more.
  • If you don’t spend sufficient time on this because you lack resources, capital, and people, then surely, you will end up leading to a problem where your social media marketing campaign will suffer losses.

How to tackle this social media disadvantage

  • You have to hire a social media marketing organization to build a digital marketing strategy, and you should have resources too.
  • Make a partnership with those who have advanced experience in controlling and running profitable social media marketing campaigns.
  • It would certainly extend the doors for the success of your business, guiding to its enlargement, growth, and building loyalty and goodwill.

4- You need to wait to see results

  • It is natural that when you do something new, you like to notice the wanted outcomes and you are worriedly waiting for it. You have to realize that your business and marketing strategies are running smoothly and operating efficiently or not. But in the case of social media, it is not so that you will get instant outcomes. As said, good things take time, so you have to be patient enough to get the outcomes.
  • You have to consistently share fresh content linked to your campaign to attain success. The outcome of social media marketing campaigns will consume time to define results. Never predict instant results, and you need to wait for it patiently for a few weeks or even months to achieve success.

How to tackle this social media disadvantage

  • The only way to tackle this social media disadvantage is to “Be Patient”. Good things take time.
  • You have to keep in mind to wait as your campaign has just begun, and you can also monitor the performance after running many campaigns for some time.
  • After that, just to view the areas which need enhancement for the expansion of a business.

5- Have to remain Connected and Interactive

  • It is also one of the disadvantages of social media that you should remain connected and interactive every time you observe your marketing campaign. Social media is continuously changing, so you have to be up-to-date else you will fall behind.
  • To thrive in any social media marketing, you have to consume enough time to achieve the best out of it as people on social media are always searching for something fresh, new, and updated instead of old and outdated.

How to tackle this social media disadvantage

  • You have to be an interactive user, consuming most of your time on social media for your marketing campaigns to direct to successful outcomes.
  • Never give up, and keep trying new and creative campaigns.
  • Learn from your competitors.


DIFFERNET TYPES OF SOCIAL MEIDA MARKETING

Different Types Of Social Media Marketing

We’ll discuss in this blog the different types of social media marketing and how it works.

What’s Social Media Marketing?

Social Media Marketing is the most low-cost and effective way to hit the target market, regardless of your business type.

  • Social Media Marketing refers to the process of obtaining traffic or an audience via social media channels or sites. Social media marketing includes the use of social platforms as channels for brand promotion, target audience widening, driving more website traffic, and enlarging sales. Social platforms are the center of Social Media Marketing.

Types of Social Media Marketing: 

1- Social Networking Sites

  • The term “Social Network” is synonymous with Facebook, although the big picture concept applies to the most major social sites.
  • the objective of social networking is to give users a platform to connect with each other. One of the various types of social media, networking sites such as Facebook, Twitter, LinkedIn represents a huge support for modern marketers. After all, these sites put marketers on a level playing field with their customers, and lead when it comes to networking. 

Social networking sites encourage users to: 

  • Post, share and engage with each other, from blog posts to infographics, and any type of content.
  • Directly connect with others. As friends or fans, an engaged social following signals hit for marketers and brands alike.
  • Form communities and discuss related news in those communities. 

2- Image Sharing & Messaging Sites

  • We currently board an era of digital marketing dominated by visual content. Visual content on social media receives more engagement than written content. Visual assets have also become a top priority for contemporary brands. As a result, new styles of social media based totally on images have emerged. Image-sharing platforms like Instagram and visual messaging apps like Snapchat and Tiktok exploded in popularity in recent years.

Why are image-based social media platforms important?

The answer is straightforward, those sites for starters:

  • Represent prime places to curate and promote user generated content via branded hashtags.
  • Allow brands and users alike to point out product photos without coming off as a used car salesman.
  • Provide users a way needed to break from traditional blogs and lengthy written content.

3- Video Sharing Sites

  • Video providing platforms like YouTube and Vimeo aid creators put together content and share it to a platform enhanced for streaming. This availability makes video a super essential medium.

Use video hosting sites for:

  • Sharing remarkable content: It’s a clear point, but creators can use YouTube to establish communities and get their content out there.
  • Engage: YouTube’s comment section offers many opportunities to let you know the people watching your content.

4-  Social blogs

  • Sometimes an image or post isn’t enough for the message you’ve got to share, but not everyone on the internet wants to run a blog from a self-hosted website, because that’s a lot of work to do.
  • Shared blogging platforms such as Medium and Tumblr provide people a space to convey and communicate their thoughts and help connect them with readers.
  • These community blog sites give an audience while allowing space for customization and self expression. 

Use them to:

  • Evolve your voice: starting a blog can be intimidating. Use platforms such as Medium and Tumblr to figure out your voice, grasp some readers, and be clear about your vision.
  • Syndicate content: If you own a blog, you can use community blogging platforms to share, re-purpose, and re-post older content and reveal it to a new audience.

5- Discussion sites

  • Most of us have seen a heated discussion on Facebook, discussion sites like Reddit and Quora are specifically designed to glimmer a conversation. Everyone is free to ask a question or make a statement, and this grasps people with shared interests and curiosities. Unlike Facebook and Instagram, users are likely to give out less identifiable information.

How can these platforms assist your business?

Research: Reddit is made up of different sub-communities. With research, 

  • you can detect and engage people in your field, discover what they’re           
  • asking, and use this as a starting point for your content marketing strategy.
  • Answer questions: Quora users ask all kinds of questions. Answering them       
  • can assist in building yourself as a thought leader and drive more traffic to your site.

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7 TYPES OF DIGITAL MARKTEING CAN HELP YOUR BUSINESS GROWTH

Knowing the types of digital marketing and utilization can increase your market share.

Below are several types you can use in digital marketing: 

1- Social Media Marketing 

  • People are spending a lot of time on social media channels such as Facebook, Instagram, LinkedIn, Snapchat & TikTok.
  • On average, users have about 8 social media accounts.
  • An average of 2 hours and 22 minutes are spent on social media per person per day.
  • Out of the 5.11 billion people who have a phone, 3.26 billion access social media using it.
  • People spend about 1/7th of their waking time on social platforms.
  • Marketers or social media marketing teams can use the power of social media to increase awareness of products or services you provide and, by paid ads you can increase the number of leads which increases your opportunity for more sales.
  • Every channel has a way for marketing paid ads and reaching the audience who will be interested in your products or services you provide. You can reach people who have a specific interest, job role, location, etc.
  • Also, you can use social media channels with organic content to increase engagement with your audience on all platform chat with them with your brand name *They are feeling they are talking to brand*. 
  • Announce a new change or opening a new branch. You should be customer-oriented because it is a great way to ensure continued engagement with the brand and cultivate positive experiences and customer loyalty.

2- Influencer Marketing 

  • Another type of digital marketing is influencer marketing by influencers, you can reach your target audience. Try to find influencers related to your field or have the same target audience you need to reach them. People trust more in people’s reviews. 
  • This type of digital marketing is very helpful for women, 1 out of 2 women based a purchase decision on a recommendation from an influencer.

3- Email Marketing 

  • Email Marketing is one of the highly effective digital marketing strategies of sending emails to prospects and customers.
  • You can divide your customers into funnels and send bulk emails to your target audience. For example, you can consider some people with the awareness funnel so you can send them an email to make them know more about your business. On the other hand, if you have the audience into consideration, you can send them your new offers or specific offers to old clients as a loyalty program.

4- Content Marketing 

  • Content marketing allows you to reach your audience in several ways. Content is not only the written one, there are several kinds of content (Video, Photos, GIF, Charts & Graphs).
  • When you write content, you should consider what funnel you plan to talk to. 
  • We have three funnels you can write your content to:

 Awareness funnel: Buyer realizes they have a need. 

Consideration funnel: Buyer determines a course of action to meet this need. 

Decision funnel: Buyer decides on a product/service to purchase to meet the need.

5- Search Engine Optimisation Marketing (SEO)

  • Search Engine Optimisation is an organic way to get a high rank in search engine search. It is working very closely with content marketing.
  • Currently, people use search engines as a daily routine, So if you succeed to have a high rank in the search engine, you’ll guarantee more visits to your website which means more people will recognize your brand and definitely few of them will be your clients. 

6- Pay per click (PPC)

  • Pay per click is an advertising way to increase traffic and conversion on the website. When the customers search by the search engine you make your ad, and you put the related keywords they search with, you will have a big chance to appear in search results, and that surely will affect your website traffic and your sales. 

7- Affiliate Marketing 

  • Affiliate marketing is similar to referral programs, it involves working with outside individuals or companies under the agreement that they promote your product in exchange for a commission from each sale that can be attributed to their efforts. This is a way to cut down on costs and outsource some of the heavy lifting of promotion, however, you’re putting your brand’s reputation in someone else’s hands, so this type of marketing often requires more extensive monitoring and tracking.

 

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7 ADVANTAGES OF DIGITAL MARKETING FOR YOUR BUSINESS

Here are many advantages of digital marketing for your business 

1- Increase customer loyalty with your brand 

  • Your brand always wins when you have a relationship with your customer, one of the digital marketing advantages to make your customer loyal to your brand, 80% of customers always scroll on social media and search on google. Your availability on all platforms increases your opportunity to increase sales and make the customers always in relation by chatting & asking for more information for your new products.

2- Target the right audience 

  • Digital marketing allows you to target a specific audience, you will take the advantage to target the audience by their interest, location, job title, relationship status, etc.
  • Also, you can re-target a specific audience interested in a specific product you provide by connecting all your channels and by re-targeting your right audience. 
  • For example, if you have linked a connection between your website and your Facebook page. Every time someone clicks on your google ad to visit a specific page, and clicks on a specific product, Facebook will show the product with the content to encourage him to buy now. 

3- Improve conversion rates 

  • There are 4.72 billion internet users in the world today. All you need to have is good content for your audience to motivate them to get engaged with your brand, then you can direct them with your offers and new products or services. They can ask about any details or information they need by sending a message or email, and that can make the process easier and increase your company’s conversion rate.

4- More cost-effective than Traditional Marketing 

  • One of the very important advantages of digital marketing, it lets you save your money because it is the cheapest way for advertising. With digital marketing tools, you can reach the same audience with less budget. 

5- Higher ROI from your campaigns

  • Digital marketing campaigns can achieve a higher ROI than traditional marketing, with effective tracking, tools, and results monitoring. You can always improve your results until you reach the best result with less cost. 
  • ROI for any campaign equals (the net profit from the campaign / the total cost of the campaign)* 100. 
  • So, if you can increase the net profit and decrease the cost as much as possible you will get the highest ROI.

6-  24/7 Marketing

  • Digital marketing works 24 hours. That means you can reach your audience at any part of the day. There is no regional or international time difference for you to worry about that will affect the reachability or availability of your offers or online campaigns. You don’t have to constrain yourself with working hours. 
  • You can put a chatbot on your website or platform to reply to the usual inquiries of your customers until you are available online.

7- Brand development

  • Businesses can use their digital platforms to build their company’s brand and reputation. A well-developed website, a blog featuring quality and useful articles, a social media channel that is highly interactive are some of the ways by which a business can build its brand.

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WHAT’S DIGITAL MARKETING STRATGY AND ITS EFFECT ON YOUR BUSINESS?

1 – What’s a Digital marketing Strategy and what are its effect on your business

  • Digital Marketing refers to achieving marketing objectives through applying digital technologies and media, that includes company website, mobile apps, social media company pages, search engines, advertising, etc., Through this blog, we’ll define what digital marketing strategy is, how to create, and how to implement it.

2 – What’s a Digital Marketing Strategy?

  • A digital marketing strategy is a set of techniques that use online marketing channels to achieve a set of goals. These channels can include owned, paid, and earned media. A digital marketing action plan lets you build and launch your online marketing strategy with success.
  • A digital marketing strategy differs from a digital marketing campaign. When mentioning digital marketing strategy, we are referring to a master plan or a blueprint to achieve a long-term or macro goal. Campaigns on the other hand, are the specific tactics used to achieve more micro, short-term goals within the digital marketing strategy.

3 – What’s the importance of a Digital Marketing Strategy?

  • Owning a Digital Marketing Strategy is as essential as having a plan of action to achieve any goal. It fully improves the workflow execution, allowing great effectiveness while overlooking various areas to review data analytics and acting upon them appropriately.
  • It creates a way for constant enhancement in the different digital marketing strategies extending from search marketing (SEO/SEM), conversion rate optimization (website user experience), email marketing & social media marketing to build towards your business goal, gaining new customers and building huge relationships with existing ones.
  • Your business also requires a challenging and viable content marketing strategy to reach and convert more clients through grasping the power of online content, while integrating the different digital marketing channels with traditional media.
  • As businesses carry on with adopting digital change in their core operations and in new channels of reaching customers, having a superior digital marketing strategy is essential for this success.

Key Elements of a  Digital Marketing Strategy:

Some key elements of a digital marketing strategy include:

  • Identifying the brand: employ brand guidelines to identify your brand. Review the Unique Selling Points (USPs) of your business.
  • Enlarging customer personas: recognize demographic information like age, gender, location, as well as the inspirations that push people to select the products and services. Use Google Analytics to help in generating buyer persona and separate them according to the keywords in organic traffic.
  • Defining S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound goals.) marketing objectives and KPIs: e.g. achieve a 30% increase in leads generated from contact form within the upcoming 7 months.
  • Recognizing target markets: Use market research tools like Google Keyword Planner, Google Trends, and Facebook Audience Insights to conduct market research and identify potential target markets.
  • Executing competitive analysis: Use web and social analytics tools like Similarweb, SEMrush, and SocialBakers to analyze your competitors and create a SWOT analysis.
  • Managing and assigning resources properly to achieve objectives: Resources include manpower (in-house team or outsource, external marketing agencies) and budget.
  • Revising and optimizing campaign performance: Use digital marketing analytics tools such as Google Analytics to track, measure, and report your digital marketing campaigns’ performance.

4 – How to Develop a Digital Marketing Strategy?

  • Digital marketing strategy includes putting marketing objectives that depend on the analysis of market information and target audiences, choosing digital marketing channels and platforms, regulating channel-specific delivery methods, and identifying macro marketing KPIs to think about the performance of the digital marketing strategy.
  • On the other hand, an example of a digital marketing campaign revolves around generating brand awareness (micro objective) by launching a viral marketing campaign (tactic) on a particular social media channel like Facebook. Short term (micro) KPIs is accustomed to keep track of the progress and success of the digital marketing campaign.

5 – How to Create a Digital Marketing Strategy?

1 – Build your Buyer Persona:

  • For any marketing strategy — digital or not — you have to determine who you’re marketing to. The best digital marketing strategies are developed upon precise buyer personas, and your first step is to build them.
  • Buyer personas represent your perfect customer(s) and can be built by researching, surveying, and interviewing your business’s target segment.
  • It’s significant to notice that this information should be based upon real data whenever possible, as making assumptions about your audience can lead your marketing strategy to proceed in the wrong path.
  • To get a clear image of your buyer persona, your research pool should involve a combination of customers, prospects, and people outside your contacts database who align with your target audience.
  • But what kind of information should you collect for your buyer persona(s) to build your digital marketing strategy?
  • It depends on your businesses — it’s likely to vary depending on whether you’re B2B or B2C, or whether you sell a high-cost or low-cost product.

Here are some starting points that you can tailor to your particular business: 

1 – Quantitative and Demographic Details:

  • Location: Use web analytics tools to define where your website traffic is coming from.
  • Age Group: According to your business, it’s best to collect this data by defining trends in your existing prospect and contact database.
  • Income: It’s perfect to collect information like personal income through persona research, interviews, as people might be hesitant to share these details via online forms.
  • Job Title: You can get from job titles a well constructed idea of your existing customer base and is most relevant to B2B companies.

2 – Qualitative Information:

  • Goals: Based on what challenge your product or service resolves, you might already have a fair idea of the goals of your buyer persona. Connect your expectations by talking to real clients and internal sales and customer service representatives.
  • Challenges: Talk to clients, sales and customer service representatives, and other customer-facing employees to gain an idea of the common challenges your target audience faces.
  • Interests: Question your target audience interests and what they like to do. For example, if you’re a beauty brand, it’s important to know if large segments of your audience are also interested in your products and beauty content.
  • Priorities: Speak to customers and target audience to identify what’s most important to them in relation to your business.
  • By collecting all of these pieces of information, you’ll be able to generate your buyer personas that are accurate and highly-valuable for your business.

3 – Define Your Goals and the Digital Marketing tools you’ll use:

Your marketing goals must be tied back to the basic goals of your business.

For instance, if your business’s goal is to increase online revenue by 30%, your marketing team’s goal may be to generate 60% more leads via the website than the previous year to achieve that success.

You’ll need to establish S.M.A.R.T goals for your digital marketing strategy.

S.M.A.R.T stands for:

  • Specific: Your goals are detailed to what you want to complement. You don’t want to set unclear goals like, “get new clients,” Instead, “earn X amount of leads”.
  • Measurable: When you identify your goals, you need to measure whether you’ve achieved that goal. When you create a goal such as, “earn X amount of customers”, you can measure how many customers you gain to see if you’ve achieved that goal.
  • Attainable: Many organizations make the marketing mistake of setting goals that aren’t realistic. You wouldn’t set a goal to earn 300 leads if that isn’t workable for your business. Rather set challenging goals, but not impossible to achieve.  
  • Relevant: Your goals should be relevant to what you’re trying to achieve with your campaign and your business. For example, you can’t set “X number of email subscribers” as a goal, if  you’re not running an email campaign . Your goals must align with what you want to achieve.
  • Timely: When you set goals, it’s essential that you build a time frame for completing them. You must have a deadline for reaching your goals. Whether it’s weeks, months, or years, make sure your goals have a time frame.

S.M.A.R.T goals will assist you in building better targets for your digital marketing action plan. You will notice  more successful results with your campaign when you set goals that you can measure and knock out.

Your S.M.A.R.T goals will also help you build key performance indicators (KPIs) for your campaign.

KPIs are figures that guide you to identify and establish how to measure the success of your campaign. You want to view the metrics, such as bounce rate or page views, that will show whether you’re succeeding with your campaign.

4 – Evaluate your existing digital channels and assets.

  • While reviewing your existing digital marketing channels and assets to spot what to incorporate into your digital marketing strategy, it is important to contemplate the large picture — this may prevent you from feeling overwhelmed or confused.
  • Collect what you have got, and classify each asset in an exceedingly spreadsheet, so you’ve got a particular picture of your existing owned, earned, and paid media.
  • Owned, Earned, Paid Media Framework
  • To do this functionally, use the owned, earned, and paid media framework to classify the digital “vehicles”, assets, or channels you’re already using and determine what’s a decent fit for your strategy.

– Owned Media

  • This refers to the digital assets your brand or company has — whether that’s your website, social media profiles, or blog content. Owned channels are the channels that your business has a full control over.
  • This can also include any off-site content you own that won’t be hosted on your website (e.g. a blog you publish on Medium).

– Earned Media

  • Earned media is the exposure you earn through word-of-mouth marketing. Whether that’s content you’ve published on other websites (e.g. guest posts), PR work you have been doing, or the customer experience you’ve delivered. Earned media is the recognition you receive as a result of these efforts.
  • You can earn media by getting press mentions and positive reviews still as by people sharing your content via their networks (e.g. social media channels).

– Paid Media

  • Paid media means any vehicle or channel you pay money to know the eye of your buyer personas.
  • This involves Google AdWords, paid social media posts, native advertising (e.g. sponsored posts on other websites), or the other medium through which you pay in exchange for increased visibility.

5- Build your content plan.

Your content plan should serve your goals and what your business wants to achieve.

This should include:

  • Title
  • Format
  • Goal
  • Promotional channels
  • Why you’re creating the content
  • Priority level of the content

This can be a simple spreadsheet, and should also include budget information if you’re planning to outsource the content creation, or a time estimate if you’re producing it yourself.

Establish Your Budget:

  • When building a digital marketing strategy, it’s important to state how much you can pay and what resources you have for your campaign. 
  • First, you’ll set a budget for your marketing efforts. It performs effectively if you create a budget for each campaign. This division guarantees that each method has a separate budget, and you know how much you can spend on each one.
  • In case you only have one budget for all your marketing efforts, you may end up over-investing into one digital marketing tactic.
  • Beside your budget, you’ll also need to build your resources. People are one of your most important resources. You must identify the number of people you have to work on your online marketing campaigns. Another important resource is tools.
  • If you own any marketing tools, like Google Analytics, that assist you in running or analyzing your campaign, you’ll need to take those into account towards your budget and means.
  • Establish your budget and resources, so you recognize what you have before launching your digital marketing strategy.

Know More About Digital Marketing


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