Emily Taylor, Marketing Specialist at Tradable Bits in Vancouver, takes her real-world experience and shares some of her top tactics to building a successful Digital Marketing campaign. Read on!
This summer I had the pleasure of teaching two classrooms full of students and professionals about how to create a digital marketing plan. After going through the seven steps, sharing our ideas and reflecting on the process, several key lessons repeatedly surfaced. Everyone agreed that in order to be actionable, accessible and analytical, a Digital Marketing Plan must be…
Appropriately aligned with your business.
Always remember why you’re marketing. Keep your overarching business goal and audience persona in mind every time you make a decision. This will prevent you from getting “new-network-itus” where you constantly jump on every new tool and network that’s available just because it seems interesting. It will also prevent you from pouring resources into a blog, podcast or other venture that may not necessarily be aligned with your core business goal.
Agreed upon by everyone (not just marketing).
Marketing plans, especially digital marketing plans, should not be made without the input of other aspects of your business. Speak to sales, customer support and even your technical team. Each department will have valuable insight about your goals, audience, actions and tools that can help make your plan even better. Plus, then everyone will feel personally invested and be more willing to pitch in their efforts! Finally, it holds you accountable to your overarching business goal. Never market for marketing’s sake.
Focused. Detailed. Refined.
Refine your plan and then refine again. The more specific you make your goals, audience and actions, the easier it will be to know when you’ve reached (or haven’t reached) hem. Avoid broad statements like “raising awareness”. Your audience persona should be so specific that you can name them and visualize their face. Break actions down into smaller steps that you can easily accomplish in sequence, rather than massive tasks with no clear place to start. Always err on the side of multiple distinct items rather than one broad one.
Always associate specific metrics (key performance indicators) to every goal and action you create. Otherwise, how will you be able to assess whether or not your marketing action worked? Even better – break them down into a sequence or lead acquisition funnel so you can identify where things may be going wrong. For example, if your goal is more attendees at your event and your action is direct email to a sponsor’s mailing list, don’t just track event signups. Track email delivery rates, open rates, click rates, views on your website, abandoned/completed form submissions, confirmed emails and actual event attendees.
Everyone sees the world – and social media – from a different perspective. Consult other people on your team, outside your department or even from other businesses when making your plan. It’s very easy to get stuck in your own silo and lose perspective. Also, everyone’s heard of different tools, tactics and ideas for marketing campaigns. You cannot make an excellent digital marketing plan in a vacuum (or cubicle) by yourself. Use your team!
My favourite part about teaching others is that you learn from them yourself! Thank you for sharing your insights with me, BrainStation workshop attendees. I look forward to learning more with you this upcoming year.
Inspired? Take a look at our upcoming Digital Marketing course and see if it’s right for you!