What’s not to love about digital marketing? It’s a win-win for both the advertiser and the consumer.
As advertisers, we have access to thousands of intricate targeting and tracking parameters. As consumers, ads are becoming more relevant to our daily lives. While creating effective digital marketing may seem simple enough, it’s going to take a lot more than a dash of Facebook and a hint of Instagram to get your campaigns off the ground. Here are five essential steps for creating the ultimate digital marketing strategy.
Analytics, analytics, analytics!
Analytics should be reviewed before, during, AND after the campaign, hence being the first item in this list. If you can access any previous campaign data via Google Analytics, Facebook Analytics, or a similar type of dashboard, you can determine what worked, what didn’t, and how your audience reacted.
No campaign data to review yet? Check to see if the website you’re driving traffic to is already connected to Google Analytics (and if it isn’t, stop reading this and go connect that site). You can still pull relevant data on demographics, interests, how users interact with your site, where they have been coming from, and much more. This is going to give you a benchmark to compare your results in real-time.
Know thy platform, inside and out.
When you work in digital marketing, taking a “social media cleanse” isn’t an option. Even if scrolling through thousands of posts each day isn’t your thing, it’s important to see other advertisers in action.
Facebook is a great example of this. You’ll see that there are more placement options than ever before. However, an ad in Facebook Marketplace is going to reach a different type of consumer than a traditional newsfeed ad. In order to make this determination, you have to be highly familiar with all of Facebook’s functions.
Prepare to experiment.
There has never been a more transparent way of seeing how creative performs, so use it to your advantage. Running multiple versions of the creative will help you determine what resonates with your audience. When you run creative that is proven to show stronger performance, you’ll win more impressions and clicks, and you’ll get a better bang for your buck.
Work with your creative department to develop a few different versions of the ad, release them into the wild, and monitor what happens on a weekly basis.
Plug as you plan.
One of the best ways to learn how to use platforms such as Google Ads, Facebook Ads, and other related software is to simply go in and poke around. Most of these platforms have tools to help you plan, such as Google’s Keyword Planner.
Even if you’re not ready to launch your campaign, go directly into Google Ads (as an example) and start plugging in your campaign parameters. The software will generate predicted results based on your target audience and budget, giving you an idea of how your campaign might perform. From there, you’ll be able to see if any changes should be made. Will you reach enough people? Receive enough clicks? Is your audience too narrow, or too broad?
That’s a wrap! Now, create a campaign summary.
Sorry, but we need to circle back to analytics. When all is said and done, creating a campaign summary does a few things: It allows both you and your client to easily digest what happened, AND it’ll come in handy when you’re planning your next campaign.
Creating a dope digital marketing campaign takes technical knowledge, strong analytical skills and experimentation (all of which you’re afforded by working with an agency). While you can never be 100 percent certain of the final outcome, we have the tools to get pretty darn close.
About The Author
After years of agency internships and research in new media, Jane uses her strategic mind to create and integrate comprehensive media plans for ABC clients.
A Jamesville, New York, native, Jane returned to the area after years living in Rochester and abroad in Croatia. The socially savvy recent grad is always up to date on the latest media trends and confident in her ability to deliver the most innovative results.
Jane brings a bachelor of science in new media marketing and a double minor in advertising/public relations and international business to ABC Creative Group.