MASTERING THE ART OF DIGITAL MARKETING: BUILDING A DIGITAL MARKETING PLAN
Digital Marketing 101: A Comprehensive Guide
The marketing essentials of each business may differ, yet some fundamental digital marketing campaign strategies are nearly universal. At WhiteLabel.Report, we’ve curated a fundamental guide to aid both start-ups and established businesses intending to infuse digital marketing into their broader marketing strategies.
Here are some key considerations when formulating your digital marketing strategy:
- Your campaign should be low-risk, encompassing a manageable initial investment with a high probability of success, such as developing a website and initiating a PPC (pay-per-click) and/or SEO (search engine optimization) campaign.
- Facets of your campaign should be scalable, evolving in close relation with your business growth.
- Your campaign elements should be quickly terminated if not proving effective, ensuring you avoid being locked into long-term contracts.
- Your campaign elements must be trackable, enabling you to measure your ROI.
In essence, a superior digital marketing strategy should be cost-effective, scalable, performance-trackable, and exit-friendly. Remember, only two thirds of new businesses prosper beyond two years, so an effective marketing strategy is pivotal to being in that triumphant fraction.
“A SUPERIOR DIGITAL MARKETING STRATEGY SHOULD BE COST-EFFECTIVE, SCALABLE, ABLE TO TRACK PERFORMANCE, AND EXIT-FRIENDLY.”
Building a Win-Win Digital Marketing Plan
Your first step is developing a streamlined and attractive website. You may already have a website, but it might require a makeover to ensure it is mobile-friendly, user-friendly, and aesthetically competitive. We advise researching various designers and inspecting their portfolios, talking with their existing clients, and negotiating optimal pricing. Don’t equate a higher price with superior quality. For a typical website sans extensive custom programming, a reputable designer should charge under $3,000 for a 20-page layout. This is a vital piece of any digital marketing plan and shouldn’t be compromised on.
Next, seek out an SEO company. A common mistake is waiting for the completion of your website design before engaging an SEO company. When choosing an SEO partner, be meticulous. Understand that many SEO firms may be amateur or even fraudulent, with only about 10% proving genuinely proficient in SEO. In addition to finding a reputable design company, you must exercise caution when selecting an SEO firm. Protect yourself against website design firms claiming premium SEO expertise; you’ll derive greater value from an SEO firm that prioritizes SEO among its services.
Don’t fall for a persuasive yet misleading sales pitch—seek competence. Your due diligence will be rewarded and your SEO team will ensure your new website investment is SEO-friendly. SEO is one of, if not the most fundamental pillar of your digital marketing plan, and getting it right is crucial. The potential ROI is impressive, although if you’re a new business with a fresh website, it may take several months to gain traction.
Afterward, consider creating a PPC campaign, ideally with Google Ads. While SEO may take time, PPC yields quicker results. Mastering and intertwining both SEO and PPC efforts establishes the foundation of your digital marketing plan. Once these are working effectively, your business stands a solid chance of succeeding.
Taking Risks With Other Digital Marketing Strategies
Once you’ve aced organic and PPC search, you should consider exploring additional digital marketing strategies such as social media marketing, blogging, display advertising, and retargeting.
- Blogging/Content Marketing – Blogs can expand the reach of your website, establish your online reputation, and reinforce your image as a leader in your industry. Quality content is key, so ensure your blogs are impactful. If possible, have the business owner or important employees create the content. If you decide to outsource, ensure the company can deliver valuable, meaningful content for your potential customers.
- Social Media – While social media buzz is a well-known choice to closely connect with a customer base, not many companies have profitable social media campaigns. However, it does offer a platform for customers to directly communicate with the business, pass on their information, and enhance their overall online image. Business owners can either hire a firm specializing in social media marketing or manage it in-house, but ensure consistent activity.
- Retargeting – This works well for complex sales cycles and stronger brands, which may not apply to new or small businesses. PPC usually offers better ROI, so it would be wise to stay on course with PPC and utilize retargeting to move beyond what PPC can achieve.
- Display Advertising – Historically, banner ads based on CPM (cost per mille, or cost per thousand, impressions) perform poorly. Big brands often make this work due to their name, but it’s not a great place for new or small businesses to start. If you choose to venture into display advertising, use Google Ads, ensure trackability, and monitor the ROI of differing display networks.
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Don’t Equate a Higher Price Tag With Superior Quality
The aforementioned solutions are the backbone of every successful digital marketing plan. We suggest mastering these time-tested technologies before branching out. Once mastered, you’ll have a full idea of what will and won’t work.
If you are looking to delve into digital marketing but aren’t sure where to begin, reach out to WhiteLabel.Report to learn more about choosing a partner for your digital marketing business.
