How to Build and Execute A Digital Marketing Plan.
It’s been a very eventful month of March especially with the increase in COVD-19 cases all around the world. Many businesses have had to review and evaluate workflow, operations and even working remotely. The implementation of Microsoft teams has helped businesses achieve working remotely with a degree of efficiency. Also, the entire team or subgroups can communicate, sprint towards deadlines, work on shared documents and even have video conference calls.
In essence, businesses have been made to look closely at their business and figure out alternative ways to ensure business growth in this “brief” COVID period.
The marketing segment of your business is not left out.
A number of businesses are also wondering how to get the word out that though they are not in a physical address, they are still in business.
Some are also wondering how to make the best use of this period – the immediate answer to this is to publish more content about your brand and promote it.
Others are wondering how to set up a marketing team that can work remotely. The primary concerns they want addressing is increasing brand awareness, content marketing, and social media management.
Paid advertising is not left out. Because organic traffic is slow and out of your control, setting up paid advertising on multiple channels and management is highly needed. Then another criterion to look into is the analytics of the data reigned in from the different platforms.
The most important thing we are trying to establish is how to stay connected with clients and also ensure business growth continuity. in the COVID period.
In this post, we will drill down on 4 essentials of Digital Marketing for Businesses that will guard against any global pandemic situation.
The BARE essentials of Digital Marketing for New and Existing Businesses.
Build – your platform
Attract – qualified people
Retain – keep conversations going
Evaluate – measure and evaluate your data and scale-up.
It’s important you plan before you build any structure. Same goes for any
It’s now a norm that potential and even existing clients will almost always look you up online. Your brand should own a website. That’s your office that doesn’t have a geographical location.
The next thing you need to affirm is – Does your website appeal to them?
It’s imperative that you start with a great looking website that has a consistent message and a great logo that can extend across all your social media profiles too.
Appearance is everything and so is the content you put on it.
In essence, your website should have the following functionalities:
- Mobile friendly – Anyone should be able to view it comfortably (without it being skewed) from any type of device.
- Customer Management System – It should be able to collate the data and communication between your clients and employees and also record behaviors of website visitors.
- Design – It should be modern and attractive but aligned with the industry you operate in. Also, it should be congruent with all platforms.
These are a few action items for the website. You want people to have access to you immediately they get to your online office. Hence it should have the following
There should be a mobile number that is visible to your website visitors so that they know they have instant access to you.
You want them to be able to reach out to you by dropping a message in case you can’t be reached on the phone.
It should be able to collect names, phone numbers, and email addresses from potential clients in exchange for a FREE beneficial resource. You want to be able to follow up with them in the future.
Call to action
Never leave them to assume what you want them to do. Always make sure you spell it out and give directions if you must. For example: Fill the form below and click submit to get instant access to “10 Ways To Grow Your Business Using Instagram Report.” It’s FREE.
In building a website for your business, paying attention to these obvious details is key. Now, let’s quickly dive into the inconspicuous functionalities of the website.
You want to be able to make persuade your visitors to take any action when they come to your website, without really telling them what to do. To do this successfully, your writing must communicate a benefit and solution and also it should build a relationship with them.
If you are a bit unsure as to how to do this, it’s best to hand it over to a professional or someone with some copywriting skills. These are a few things to be aware of when getting a copywriter for your website.
11 rules of copywriting many businesses should know.
- Hire a copywriter
- Focus on your visitors
- Write to one person
- Descriptive page title
- Support w/hearer and copy
- Use keywords in the anchor text
- Narrow your focus
- Keep copy short – make it easy to read.
- Be specific.
- Create CTAs.
- Hire a copywriter.
You have 3 seconds to build trust on your website. Don’t waste it.
B. Presentation matters.
The site must have an order and a flow path. If it’s crowded, people will leave. Your presentation matters a lot.
C. Social proof.
It’s always a brilliant idea to let people know the experience your past clients had with your brand through testimonials and reviews.
D. Limit choices
Make sure they aren’t overwhelmed in what to do on the site.
Make sure images are communicating a message and making your visitors stay. Shorter forms are better.
Your website isn’t going to promote itself. You’ve got to drive traffic to it. The following factors should be taken into consideration if you hope to attract your ideal clients to your website.
SEO (Search engine optimization) – As much as possible, every blog post, page, or image that is published on your website should be backed with keywords your ideal clients use in search engines.
That way, your website is presented as one of the options in the search result pages. That’s a yes-yes action you want to identify with.
Social media – Be visible on as many platforms as you can. Truth is, your ideal clients are on there and listening to what your competition is doing. Why stick to one or two social networks when you can learn to talk and be visible on all?
Digital hacks. – Keep abreast of the trends. They help you increase brand visibility as well as improve authority status.
Two words – Due Diligence.
To achieve maximum success in your chosen niche or industry, research matters. We’ll dive into some factors that help to evaluate business efficiency online and how to increase revenue and business growth.
Let’s take a look at the following:
While there are many factors, both on-page and off-page, that determine how Google will rank one of your pages, one of the most important factors is keyword usage.
Improve your SEO, increase the organic rank of your website, and increase the online traffic to your website.
Brainstorm hot words that are being used by the people you are serving in your industry. Try them out on different search engines. Be consistent with it. The more you get it right, the easier it is to create content that ranks higher for long-tail or short keywords.
You will also improve your SEO and increase the organic rank of your website. Eventually, it will drive more traffic to your content.
Assuming your content is good, that could even mean more revenue for your business.
Don’t sit in your business playing with the fact that you are the only player in your niche. Hello!!!
Before you came and after you are gone, there’s going to be more businesses doing the exact same thing.
TO stay ahead of the game, you need to know a few things about your competition. check for the keywords your competitors try to target.
- What keyword do they optimize for?
- What platforms are they visible on?
- What information are they sharing that is contributing to the solving needs in their industry?
- What are they currently doing that’s keeping your ideal client engaged?
- Is your brand doing enough to capture the attention of your ideal clients beyond and even better than what your competition is doing?
- Is your brand out-swaging?
Out Swaging is having that one FREE give-away that everyone at the trade show wants. They will stand in line just to get their hands on it. They will give their names, email addresses and phone numbers just to get it.
It’s the item/product/service that doesn’t end up in the trash or remain in your email box. That’s the one your clients will use every day and will want to show off and talk about to everyone they see.
Let’s face it. If you are not out swaging your competition, they are out swaging you.
Spyfu.com – helps to check out your competition.
How To Optimize.
There are key tools you can use in optimizing data you get from your marketing activities.
- Keyword planner.
- Google alert
- Google trends.
These are just a few but you can learn a lot more from this article.
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The trick is to look for people with problems that your product or brand can solve. Find out what they are freaking out about and use the keywords they use for search within your content.
Don’t say click here or learn more use a keyword as the Cta.
Google loves websites with speed.
Every page has a unique URL. Hence, every page should be enabled to load fast. Fast pages rank higher on Google.
Installing Search engine optimisation plugins on your website helps to ensure that you are using relevant keywords to attract your ideal clients. This gives your website the best shot at ranking high in search results across multiple relevant terms and phrases.
The use of inbound and outbound links are also encouraged. It makes the page richer and gives it more credibility. Google likes it when you have secondary information that gives more solutions to your audience.
This is broken down into:
– More Visibility
– Communicates your brand to your audience in for of a story
– It offers valuable engagement to your audience.
Choosing the platform that is right for you is ideal. Not all businesses thrive on all platform. A recommended platform will depend greatly on your niche and how your audience consumes content.
Examples of major content platforms are:
Blogs, YouTube, podcasts, webinars, slideshows.
- Engagement with your audience
- Promotion of your brand to ensure awareness
- Drives traffic to your content on both social media and your website.
So what social network is right for you?
Once you answer the following you’ve got your answer
- Does my ideal customer use this platform?
- Can I engage with my ideal customer here?
- How do I convert my ideal customer here?
– Before you spend any money on ads, you need to know what your customer lifetime value is.
– Always send it to a squeeze page.
Why is Email so important?
Simply because the life of any business is in the list.
Most people know that it’s so much easier to get an existing customer to make another purchase with your brand than it is to get a new customer to make a new purchase. The reason is, a relationship with your brand has been formed already.
Social media is good for reach, but email is awesome for revenue.
Your customers’ inbox is your most valuable property on the internet.
Make sure you are customizing your email introduction to immediately connect with new prospects or clients.
The best way for many companies to evaluate online marketing activities is through the use of Google Analytics.
A piece of advice to every brand out there, read Google Analytics once a week and see how you can use the data to grow your business.
Below are the following factors to take note of and improve on weekly.
- Size of your audience
- Best channel that increases acquisition
- The behavioral pattern of your audience – what makes them read, act or leave?
- Geolocation – where are they coming from
- Mobile – what type of device are they using?
Doing this will give you a complete weekly overview of your business every week and help you scale.
I guess we are done. You all know the BARE essentials of Digital Marketing for New and Existing Businesses. There should be no reason why businesses should suffer during this COVID pandemic period.
Let’s encourage business growth and awareness by using digital marketing tactics to reach our ideal clients globally.
If you would like to speak to us about using digital marketing tactics to grow your business, improve brand awareness and revenue growth, leave a comment below.