The Importance Of Digital Planning & Online ROI
If you’re struggling with digital marketing, it might not be down to your business model and product range, but due to a lack of digital planning. From developing online customer personas to understanding each social media platform and which will work best for your business, digital planning plays a key role in online success.
You need to approach online marketing in a similar way you would traditional advertising for a bricks and mortar business. Your social media profiles attract passing trade, your website is your shop floor and PPC now replaces TV, radio and newspaper ads. Would you invest time and money into a TV ad without planning it properly, understanding where, when and who it will be shown too, and your expected return on investment? Digital planning helps to set your digital marketing goals and expectations and gives you and your team a clear path on how to increase traffic and sales online. As the saying goes, failing to plan is planning to fail.
How To Maximise Digital Marketing ROI
Digital marketing can seem overwhelming at first, especially if you’re not familiar with social media marketing, Google Analytics, SEO and PPC, but there are ways to streamline your approach and make digital marketing work for you.
Let’s say you’re an organic cosmetic company who specialise in acne treatments. You want to increase online sales and drive more relevant traffic to your website. Before you jump into digital marketing, you first need to plan, prepare and strategise and here’s what you should cover in your digital planning stage.
1: Online Customer Personas
Who is your online target audience? How old are they and where do they live? Which social media platforms do they use? When are they most active online? Who do they follow and what do they value in life? Are they influenced by free delivery, online discounts or social media influencers? What’s their preferred online payment method? Do they already use organic products and acne treatment? This information will help you tailor online activity and content creation to target key customers and encourage them to visit your website.
2: Competitor & Keyword Research
This will help you scope out the competition online and also give you some food for thought. Is the online organic cosmetic market saturated? Which platform is being undervalued by your industry? What digital marketing techniques are being used at the moment and could your brand take this a step further? Where do you stand in the market in terms of price point for skincare and cosmetics? Which search terms will your customer’s be likely using online to find acne treatment and what content can you create to target these keywords?
3: Investing In Social Media
You don’t have to be on every single social media platform to succeed and many companies do better by investing their time and resources into one platform. Consider the pros and cons of each social media platform and be realistic in the time you can afford to invest in online marketing. It’s better to be active, engaging and fresh on one channel rather than trying to juggle multiple profiles with limited budget, time and content. Pinterest for example gives you the opportunity to post a link with each pin, whereas Instagram doesn’t facilitate this. TikTok requires short video content, whereas Facebook remains to be heavily image-based. LinkedIn is the preferred platform for a B2B business, and YouTube is ideal for product demonstrations.
4: Set A Budget & Responsibilities
Digital marketing takes time, resources and money so make sure to factor in these key components when establishing your goals, expectations and schedule. Allocate key roles and responsibilities to your team and an online marketing budget. This will keep costs in check, ensure goals are being met and will help to improve your digital marketing ROI.
5: Analyse Data & Adapt Your Online Marketing Strategy
To get digital marketing right, you need data and if you’re new to the world of online marketing and social media as a brand, while you’re gathering key online customer insight, this will be a bit of a trial and error approach. After 2 weeks of online marketing, it’s time to leverage your data and adapt your strategy. This should be a regular and on-going task to measure KPIs and reach targets. Most social media platforms will reveal the best times to post content according to your previous activity, and Google Analytics will give you information about which blog posts are converting customers. Use this data to your advantage!
A smart and thorough digital plan should cover all of the above and will help you become more efficient, reactive and social media savvy. Do your research first in order to save time and money in the long run, and don’t be shy to switch up your digital marketing strategy if things aren’t going to plan.