Research your audience – Customer Persona
Customer Persona represent a group of similar people in a desirable audience. These information includes customer’s personality traits, hobbies and which social media platform they use to engage brand. By knowing persona, company will be able to;
- Help figure out how to reach people at the right time with the right message, offers or products
- Allow to focus your time and energy on prospective leads that may actually turn into customers
- It can be created manually or automated tools
Marketers need to create customer persona before they can establish a digital marketing strategy.
Digital Marketing Strategy
A plan for achieving specific goals through online channels to support and advance business objectives.
How to Plan an Effective Digital Marketing Strategy
- Research your audience
- Set your goals
- Review existing media for gaps
- Select marketing channels
- Plan content
- Measure and analyze results
Setting Goals
Every company, department, team and individual benefits from sending clear and relevant goals to guide their work. Marketing and business goal has to be aligned and both needs to be specific and measurable.
Example of a well defined business goal:
Increase the volume of customers by 40% in 48 months by meeting the trial-customer’s demand for extra app feature.
Example of a well defined marketing goal:
Increase our audience reach to achieve a 60% lead in 6 months by running additional effective campaign in upper-funnel ads that showcase the requested features and increase the budget in consideration stage by 30%.
Business goals
Are long-term desired aims, achievements or outcomes for a business that can impact a company at all levels. Below are some common business goals;
- Increase of profit
- Gaining new customers
- Improving customer service
- Raising productivity
- Launching new products or services
Marketing goals
Are tend to be smaller, targeted and related to marketing activities. Specific objectives in a marketing plan or strategy that should support a business-wide larger aims. These examples below are like;
- Raising brand awareness
- Increase web traffic
- Generating new leads
- Driving sales or conversions
SMART Goals
It is an acronym for;
- Specific – to what you want to accomplish
- Measurable – success metrics that will determine whether the objective has been met
- Attainable – a realistic goal that can be met
- Relevant – alignment to company’s objective
- Time-bound – realistic time frame to achieve this goal
Meeting these criteria will help you organized, give a sense of direction as moving through campaigns and providing a time frame to work within.
Steps towards an Effective Campaign
- Marketers need to create customer persona before they can establish a digital marketing strategy.
- Come up with a strategy to achieve company’s goal
- Once the strategies are in place, marketer can now create the content to run campaigns.
Media Mix
Is the combination of digital channels you use to reach your goals, and how you divide your budget among them.
