The parts of a digital marketing program include:
In order to build a digital marketing program, it is important that your marketing goals are both challenging and realistic. For example, if you are an existing company, stating that you are going to 10X your company in one year is probably not realistic. Depending on your industry, 10-15% increases in traffic and sales may or may not be realistic. Evaluating your market, the volume of search related to your topics of interest and the conversion rates of your existing marketing materials will give you some good insight into areas that might represent opportunities for your company or practice. A good way to find areas where you can improve is by conducting a digital audit.
A digital audit is the best method for determining where your program is currently and where it can be going forward. It is not uncommon for larger programs $250k + per year to have at least a yearly audit and some programs regularly get quarterly audits.
Conducting an audit is just a way for a company to get a new set of eyes on their marketing program in order to identify some areas for improvement. Companies who regularly audit their internal efforts tend to grow faster and correct course more quickly than companies who try to do everything internally, year after year, without any fresh ideas.
That being said, it is important that the people conducting your audit have experience specifically in your industry in order to get the best results. Once you have your audit in hand, you should be able to identify areas that need more reporting and data points that are important to your marketing cycle. This is where Analytics and Reporting comes in.
Analytics & Reporting
Analytics & Reporting includes all the tools that you will use to record and analyze the data points that make up your marketing report.
At StratoCentric, we utilize a combination of Google Analytics, Call Tracking and Raven Tools reporting software to provide our clients with comprehensive reports that highlight whatever metrics are the most important to your business model.
Once we have tracking in place, it is time to identify keywords that could generate new business for your company. Using Pay Per Click is usually the most cost-effective and time-effective way to test keywords. Once you have identified keywords that produce positive ROI for your marketing budget, you can decide whether or not you would like to build a natural search ranking for that keyword.
Naturally ranking for a keyword means that your website shows up in the first 10 search results in Google or one of the other search engines. Each keyword you rank for means more targeted traffic for your website. Knowing which keywords are within your reach and which keywords to avoid is all part of being an SEO expert.
As a sub-set of SEO we have on-page seo, link building and local seo, each of which are explained below.
- On-Page SEO – On-Page SEO means optimizing your website pages to be as relevant as possible for a particular keyword or search phrase.
- Link Building – Link building simply means getting other websites to link to the pages on your website as a kind of internet vote of confidence. More votes means you rank higher in the search results and are seen by more people.
- Local SEO – Local SEO means that you add content to your site as well as build out external profiles (often called citations) that Google and Bing can review to see how established your business is compared to some of your competitors. In general, more citations means more trust and more trust means higher rankings.
Social media marketing is another channel of marketing that is dominated by sites like Facebook and Instagram. Marketing in these areas can be very fruitful for some kinds of companies, while others may not have a product or service that is easily sold here.
Now that you have all of your marketing channels set up and ready to go, you will need to development landing pages, white papers, infographics, slide shows, pamphlets etc that will help draw website visitors into your marketing cycle.
There are a variety of tools to make most of these types of content. Also, there are maketing automation softwares like Pardot, Hubspot and Marketo that can help you organize and run your marketing channels more effectively.
Once people begin to interact with your website and various marketing funnels, you will want to create follow up email marketing drips that describe the next part of the buying journey, helping to push your website visitors further along the buying cycle.
One thing that website visitors like to hear about via email is your upcoming webinars. Webinars are a great way to reinforce your brand messaging by demonstrating your value in some way.
Sales Funnel Creation
Deciding how to effectively combine all of these techniques is collectively referred to as Sales Funnel creation. A strong sales funnel can elevate your sales by several factors. Other benefits include: knowing which marketing efforts are working, knowing which marketing efforts need to be discontinued.
Each part of the sales funnel will require various levels of articles, design, video, infographics and white papers. We refer to the creation of this material as content creation.
In summary, we have briefly reviewed all the parts of an effective digital marketing strategy. Your company may benefit from using all or part of these strategies. If you would like to discuss how StratoCentric can help your company review or improve it’s digital marketing strategy, please don’t hesitate to reach out by calling or posting your questions below.
Over the next few weeks I will be adding to this section and sharing some of the things I have picked up along the way, hopefully showing your company how to build a complete digital marketing program.