We believe that any digital marketing strategy needs to contain fundamental elements to ensure that the strategy is successful, meets set KPI’s and ensures the long jeverdy of the campaign.
Here are some top tips of what you need to include.
Persona definition
Ask yourself the question – Who is your ideal customer? Based on your own business insights, you need to develop a fictional persona character and document the needs, goals, and observed behavior patterns of your target audience. There are wide array of free persona resources available online, also be sure to stay tuned for an official template that we will be releasing for free. If you haven’t had any luck in finding a template, here are some basic persona questions you should be documenting.
- Demographics – Age bracket, gender, relationship status, gender.
- Occupation – What do they do for work? Are they self employed? Are they a tradie? Or maybe they are climbing the corporate ladder?
- What are there challenges, goals and objectives? Think about how you product or service can fix this?
- How do they make buying decisions?
- What are there common frustrations with other providers and how can you fix this?
- How do they search for solutions to there problems & what medium do they go to for information?
Regular businesses usually document around 2-4 personas, however this is totally dependent on your business and there are no set rules here. After you have successfully documented these personas, you have framework which you can use to target your potential audience online. Audience targeting is getting so much more advanced with all the major players, so you will be surprised of how much of these details you can actually capture in your targeting.
Reporting
You need to clearly outline and define what metrics are important to you, how you would like to visualise your reporting and the frequency of the reporting required. Be smart about this in order to help guide your business in achieving the best ROI. Keywords are cool but revenue is better. Be sure to talk to your agency or digital team and clearly outline this.
How do you measure success?
This is by far one of the most important factors of any digital strategy. Defining success is different for every business. For example; we are an online publication, we define success by the amount of visitors we receive to our website and how these users interact with our website, articles and posts. We use this data to relay onto our advertisers which are the core revenue drivers for our business. On the other hand, a man in a van type of business might rely purely on the amount of leads they receive and hitting sales goals. What ever they are define them early and be transparent with your digital team as they will tailor your strategy to this.
Define KPI’s
This falls hand in hand with the above point of measuring success. We recommend defining KPIs on a quarterly or half yearly basis. However be smart about setting these KPIs. As a matter of fact using the S.M.A.R.T framework is great for defining these. Here’s a quick break down – Be specific, make sure the are measurable, they need to actually be attainable, they need to be relevant and lastly, they must be timely with the digital strategy.
This is just the start though and should get you on your way, other segments you will need to address will include organic search, paid search, content & content distribution which we will address shortly in another article – Stay tuned!