Digital marketing includes a number of techniques, each of which is of particular importance and very effective. Usually, we use multiple channels, but not more than three in a 6-month campaign.
This is because we need to identify which channel is proving to be the most successful in realizing client’s business goals such as converting leads and increasing sales.
Campaign Types: Selecting the Strategy
Different Marketing Channels
Search Engine Optimization, Paid Advertising, Social Media Management, Content Marketing, Branding strategies, and Email Marketing are some of the most common and comprehensive techniques used to gain Brand Awareness and grow a business. Depending on the nature of the business, industry competition, short-term and long-term customer goals, and budget, Digital Connect focuses on one or more techniques that have the greatest potential to achieve the ultimate goals. Certainly, this phase comes after conduction of thorough assessment of various factors.
Important Digital Marketing Tools
Each marketing channel has relevant techniques and tools that help marketers perform their jobs in the most effective way.
We mainly use tools that are free of charge, but if we have a decent budget, we integrate various paid software to support the campaign as much as possible.
Search Engine Optimization (SEO):
- Google Ads Keyword Planner
- Google Analytics
- Google Search Console
- Moz SEO Software
- SEMRush Marketing Seo Tools
- KWFinder SEO Keyword Planner Tool
Pay Per Click (PPC)
- Google AdWords
- BingAds Editor
- Google Analytics (Manage PPC insights)
Social Media Marketing Management
Content Marketing
What we need to know and do? The Steps
1.Business information
The very first step is a complete website audit and analysis to identify gaps, errors, and get to know the business in details. Close communication and collaboration with the client to understand the core message that their brand wants to spread to their audience.
- Determine goals
The second step is to identify the main business goals, what we want to achieve through our campaign. Some of the goals may be:
- Conversion Rate Improvement
- Website Traffic
- Online Visibility Improvement
- Brand Awareness Increase
- Revenue Generation
- Boost Sales
- Build Buyer Personas
Once we have set Goals, we try to work to build Buyer Personas in order to understand the audience to which we will market/advertise our products/services. We do this by collecting Quantitative and Qualitative information through research that comprises a mixture of prospects, customers, and people that have a connection with the target audience.
- Create a targeted strategy outline
Once we have understood the nature of the business, identified the client’s objectives and goals, made an analysis and found out who are the people that we’re going to target in our marketing campaign, we focus on developing the strategies that we will use.
Our digital marketing experts decide which are the most suitable channels for the respective business and draw up a detailed plan for the steps that we will undertake during the various phases of the campaign.
- Define Key Performance Indicators (KPIs)
Analytics are everything we need when it comes to measuring our results and identifying what’s working and what’s not. We constantly monitor weekly, monthly progress of our campaign and use metrics to identify Key Performance Indicators (KPIs) in order to improve the techniques that produce positive outcomes for our clients.
Comparing Two Different Digital Marketing Cases
Client Case 1: Service Provider
The first case we will explain is a company that specializes in professional services in the field of Federal Contracts. Their main services include:
- Government Federal Proposal Writing
- Advanced Capture and Proposal Consulting
One of the main goals of this campaign was the increase in organic traffic, brand awareness growth, lead generation, and increased conversions. Digital Marketing Channels and Techniques that we mostly focused on:
Full SEO Services:
- Keyword Research
- SEO Audit
- Backlink Audit
- On-Page SEO and Site Structure Optimization
- Off-Page SEO
Content Marketing:
- Blog Content
- Whitepapers, E-books, Guides, and Educational Resources
- Landing and Sales Pages
- Press and Media Releases
- Text and Display Ads
Pay per Click (PPC):
- AdWords Campaigns
The campaign started in September 2017 and is still running. Since then, the website performance in Google and other search engines has improved considerably. Our client has had a satisfying increase in Rate Conversion and Sales.
Client Case 2: Product Seller
The second case we are going to address is a client who owns a business that deals with the sale of cosmetic products and various accessories. Our client’s main goals were brand awareness growth, user engagement enhancement, lead generation, strong presence in social media, website traffic, and revenue generation.
Our team of digital marketing strategists, after doing a thorough search and analyzing the market, competitors, and trends, and the business performance identified what are the gaps that are preventing the business rank high on search engines and have great visibility on social media networks.
Used Channels and Activities:
Full SEO Services:
- SEO Audit
- Keyword Research
- Backlink Audit
- On-Page SEO and Site Structure Optimization
- Off-Page SEO
- Website Optimization
Content Marketing:
- Blog Content
- Landing and Sales Pages
- Press and Media Releases
- Creation of purposeful, strategic posts
Social Media Marketing:
- Audience Research
- Consistent posting schedule
- User Engagement
- Drive in-person sales
- Improve ROI
- Improve credibility
- Increase customer loyalty
- Sponsored Ads
The client has been under our management for 2 and a half years and continues to be. In addition to the increase in organic traffic from SEO activities, the business managed to achieve all the long-term, as well as short-term objectives.
In addition, great success was seen on Social Media Marketing campaign. We invested a large part of the budget in boosting Facebook and Instagram posts, which led in a great growth in Brand Awareness and audience engagement. Furthermore, fanbase expanded considerably giving us the possibility to use some “extra” marketing features, especially in Instagram such as Insta-story Swipe-up Links which resulted in incredibly effective. This option enables users to go directly at the product page without having to leave the Instagram app.
Inbound Methodology
One of the most interesting and effective strategies at the same time is the Inbound Marketing Methodology. It combines several marketing techniques and is designed to attract, convert, close, and delight customers throughout the entire buying cycle through digital marketing best practices.
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Bottom Line
There are so many different amazing stuff you can do to give your business the deserved popularity and grow your business. All you need is a decent Digital Marketing Agency capable of identifying the right strategies, channels, and techniques to give you that Boost, the success you want!
What are your favorite Digital Marketing strategies? Feel free to leave your comments, experiences, and suggesstions!
