If you run a business today, you have almost certainly organized a digital marketing campaign. That campaign has no doubt helped you extend your reach and influence.
Still, you can’t help but feel that your campaign could be better. Your returns on your investments are a bit low, and your campaign is not as airtight as it could be in some areas.
What steps, though, can you actually take to improve your campaign? How do you go about those steps?
We’ve got 10 tips that’ll help you get things on track.
1. Define A Buyer Persona
A businessperson must know who he or she intends to sell to before launching any campaign. In order to do so, a buyer persona must be defined.
You begin by piecing together a demographic picture of your potential buyers. This picture includes buyers’ “income, occupation, interests, gender, level of education,” and place of residence.
If, for example, you were selling high-end cologne, defining a buyer persona would be somewhat simple. You’d expect your buyers to be men who had some disposable income on hand. Perhaps these men would also tend to have more formal education under their belts.
Of course, defining buyer personas isn’t also this easy. They can get much more complex, so take your time when defining them.
2. Understand Your Target Audience
Defining a buyer persona and understanding your target audience are two vastly different things. You can define a persona and still understand little about your audience.
A hair care company’s recent PR nightmare is a great example of this phenomenon. The company had a well-defined buyer persona, but it ultimately misread its audience.
But how could the company have avoided the fiasco?
Generally speaking, businesses that actually engage with their customers via direct channels understand their target audiences well. This type of engagement is an essential part of a successful digital marketing campaign.
Further still, businesses that actually have someone who represents their buyer person in the room while making decisions might see more success than those that don’t.
3. Consolidate Your Marketing Channels
You likely rely on at least 2 social media platforms. Doing so is wise because you can extend your reach and exploit each platform’s unique features.
There needs to be a nexus between your various social media pages. The connection just gives your marketing campaign more cohesiveness.
If you have thousands of followers on your social media pages, you might be proud of how successful your social media campaigns have been. Know, however, that this success might not indicate the overall success of your campaign.
Because you might not be converting as many of those Instagram and Facebook followers as you should.
We know that 1,000 followers don’t guarantee 1,000 sells. That’s to be expected. You should, though, have a decent conversion rate.
That said, set a goal. Find out the conversion which is sustainable for your business. Roll with it.
5. Advertise Your Services On Social Media
Technically speaking, you’re already advertising your services on social media. You practically do so by virtue of maintaining profiles on different social media platforms. We’d wager that you expand your business every day by using social media.
But simply maintaining those pages is not enough. You must take advantage of the paid advertising opportunities that are offered by the platforms you use.
Facebook, for instance, has its Facebook Business tools. The tools allow you to start paid promotions and ad campaigns on Facebook. Instagram and Twitter also have similar tools.
You might not think that forking up the extra money is worth it, but you might be pleasantly surprised by the results of doing so.
When your digital marketing campaign fails, you need to go back to the drawing board. This is the time to pull out your notebook and pen and start doing some much-needed research.
You’ll want to take a look at everything from your buyer persona to the keywords you’ve been targeting.
Reevaluating your keywords is especially important. How often people search certain keywords changes frequently. Continuous research is necessary for this reason.
7. Produce Good Content
Your content lies at the core of your business in some ways. When your content is great, business is likely to be great.
When your content is bad, however, business won’t be booming.
Having said as much, make sure that your content creators are on top of their game. You want to put out engaging content that draws customers in. You also want to produce that great content frequently.
Be careful, though, about the type of content you put out. You want to get your content out rather frequently, but the quality shouldn’t suffer for the frequency. You definitely don’t want Google to wage war on your site as it has on content farms in recent years.
8. Be Authentic
Authenticity has become more important to buyers over the last decade or so. Buyers now want to know that the businesses they buy from are genuine.
In other words, they don’t always want to see scripted content and blemish-free faces. Sometimes being raw and “unprepared” draws in the crowd you’re looking.
Authenticity may seem intimidating to some businesses today. After all, this business model is much different than many of the past models.
That said, just relax and be yourself. You have nothing to lose and everything to gain.
9. Build Brand Loyalty
Remember when we talked about the conversions earlier? Well, simply converting potential customers is not enough to keep your digital marketing campaign afloat.
Simply put, you have to make one-time buyers come back again and again. Without brand loyalty, your business just won’t grow as much as you’d like it to.
Consequently, you have to make people want to stay. If you’re business savvy, you’ll find a way to do it.
10. Budget Properly
You know how to manage your money. Even so, sometimes we get our priorities mixed up.
Imagine, for example, that you are in the midst of paid promotions on Twitter and Facebook. You’re more attached to the Twitter promotion, but that promotion begins to tank.
So what do you do?
In all honestly, you might have to let go of it. Reevaluate it and think about whether or not it really fits into your campaign. Nothing ruins a digital marketing campaign like bad budgeting.
Upgrade Your Digital Marketing Campaign
We wish that we could tell you that taking your campaign to the next level is going to be easy even with the best tips. Unfortunately, though, you have to work for milestone reach.
In the meantime, keep an eye out for other digital marketing tools and tips that will help you achieve your goals.
And if you’ve already found those tools and tips? Take a minute to leave a comment and share them with us. We’d love to hear them, and some of your peers are no doubt struggling to keep their campaign afloat.
Why not, after all, help out a fellow entrepreneur?