One of the most difficult things to do when it comes to planning your digital marketing strategy is knowing where to start. Many businesses know how vital digital channels are today for acquiring and retaining customers, yet they don’t have an integrated plan to grow and engage their audiences effectively.
However, we are here to help. Below, we will show you how to plan and implement an effective strategy, with a real-life example of how we have recently done it for a current Ripple Digital account: Seoid na Trá.
The first step of any digital marketing strategy to research the market you are operating in and conduct an in-depth analysis of all competitors. For a digital marketing strategy, this primarily consists of gathering information about your business's buyer personas, target audience and customers to determine how viable and successful your product or service would be among these people.
With Seoid na Trá we gathered this information based on the demographics of people enquiring to date, a research survey we carried out on a previous development in the area and the demographics of previous purchasers in the area.
It is important to have a clear focus on what you want to get out of your digital marketing efforts. These will often coincide with your business objectives or how people interact with your product or service.Example of these objective can be increase brand awareness, increase sales,increase customer retention or to reduce cost per lead. If you are an e-commerce business, you might want to increase website traffic.
In the case of Seoid na Trá, we primarily focused on generating cost effective leads, increase enquiries for private viewings through appointments, and increase sign ups through their website.
Deciding on your Channel Strategy consists of figuring out where your target audience is, what platforms they use and how to effectively get your key messages in front of them. If you are primarily B2B, LinkedIn and Facebook would be an obvious starting point. However, if you have a B2C product such as housing estates where aesthetically pleasing photography and video is available, Instagram offers huge potential to reach your target audience.
Once you’ve decided on which channels you are going to use,get into the finer detail of how you are going to utilise all available features on that platform, whether it be Instagram Stories, Facebook Live videos or LinkedIn Premium Lead Finder.
In this case for Seoid na Trá, we utilised social media advertising through Facebook and Instagram accounts which we actively manage on their behalf. From our market research, we are able to establish specific target audiences and monitor the ads we are running on a daily basis to optimise results. Our creative graphic designer is regularly updating their website with key messaging or branding on videos, which we recently filmed and produced to highlight the unique features and location of these stunning coastal homes.
With our team of graphic designers, photographer and videographer, Ripple Marketing was tasked with producing Google Display and YouTube ads to increase brand awareness and website traffic. This ensured we were ever present on the largest search engine in Ireland, maximising our touch points with potential purchasers.
At this stage, you can start projecting your KPI’s and how you are going to track them. It is important to have regular intervals to monitor your KPI’s to ensure they are trending in the right direction.
Once you implement your digital strategy, it can be easy to sit back and expect the results to take care of themselves. However, it is essential monitor this daily and make adjustments where necessary if required to maximise your results.
At Ripple Marketing, we pride ourselves on taking the always on 24/7 approach. We constantly monitor and manage campaigns we are running and tracking them with key KPI’s agreed upon with each client. Our daily and weekly reviews feed into our end of month report which we provide the client with.Each monthly report determines whether any adjustments or alterations need to be made going forward.