Although traditional marketing methods, like a TV ad schedule, still have tremendous pull, they are best complemented by smart digital marketing tactics. The ever-increasing popularity of the internet is changing how people approach the purchase process, or buyer’s journey. In fact, 81 percent of people go online to do at least a little research before making a purchase.
If you do not have an online brand presence, you could be left behind by competitors who understand the importance of participating in the digital landscape. Since the internet is vast and complex, you must match digital marketing tactics to your goals to excel in this realm. That way, you can fill in the gaps in your marketing plan with digital tactics that really work. Here’s how to get started.
Analyze Your Current Data
Well before you can make any improvements, you need to analyze your current data to see how well your marketing plan is hitting your goals. Take a look at the sales figures and marketing expenses, calculating the overall return on investment. Record an inventory of all your marketing channels and tactics, listing them in detail for later review.
If your brand is already on social media, or other digital marketing spaces, you can conduct an audit there for additional actionable data. As you expand your brand’s online presence, digital marketing data will make it easier to assess your progress and find areas of improvement.
If you only use traditional marketing at this time, that is okay. Just work with what you have and use it to build a complete picture of your brand’s marketing efforts. You can also have your media partner help dig up data and make connections, giving you valuable insights about your progress in reaching your goals.
Find Areas to Improve and Define Your Marketing Goals
Using your big picture overview of your marketing success, dive in to see where your brand might be missing the mark. You may be failing to participate on key marketing channels your customers prefer, or lack the content they need to move through the buyer’s journey with confidence. Use your buyer persona to guide your assessment, creating an honest outlook of where you can improve.
Look at your current marketing tactics and compare them to the behaviors and preferences in your buyer personas. Questions to ask throughout this process include:
- Is your current marketing plan achieving the desired results?
- Is the brand interacting in all the places that your target customers prefer?
- Does the current marketing plan respond to customer needs and preferences?
- What ways can your brand better reach customers and present solutions?
Then, use that information to clearly define your new marketing goals and get ready to move into the digital marketing space.
Decide Which Digital Marketing Tactics to Focus On
With your clearly defined marketing goals, you can create a plan that includes all the digital marketing tactics you need to succeed, such as:
- Search engine optimization (SEO)
- Social media marketing
- Email Marketing
- OTT & Streaming
- Search Engine Marketing (SEM)
Pair your preferred digital marketing tactics with traditional ones to cast the widest net in attracting leads and serving your target audience. You may pair an interactive web design with radio ads, for example, to serve customers who spend their time listening to the radio and use the web for brand research before making a purchase.
When done correctly, your customer’s unique needs and preferences should guide the way in selecting the best media mix for your brand. With that approach, your brand’s presence will be noted wherever your customers spend their time, helping you achieve your desired results.
If you are unsure how to get started, a digital marketing partner can assist your team in making the necessary decisions to begin the process. A media company can assist in assessing your current marketing plan, identifying areas of improvement, and selecting the best marketing mix for your company. As time goes on, a media company can also use your digital marketing metrics to dial in your efforts to achieve greater success than ever before. When you streamline your digital marketing tactics to match your already existing goals, your company will begin to see measurable results from your collaborative efforts.