What are the main key factors that make a Full Online Marketing Campaign Successful?

1. Identify your target audience

2. Know what differentiates you or what the core USP for our project is.

3. Craft your message: What is your value proposition? This is the message that tells people clearly why they should notice you, take action, and do business with you. It speaks to your target audience, your differentiators, and your benefits. Why choose you?

4. Determine the results you want: What do you want people to do as a result of your digital marketing efforts? Do you provide a service that you want them to use? Do you want them to purchase a product? Do you want them to join your organization or donate to your cause? Are you building awareness for your brand?

5. Call to Action: Strong, clear calls to action work best to guide people in the direction you want. Don’t assume that people will figure out what you want them to do. Be specific, and use a single call to action in a given campaign.

6. Understand the buyer’s journey: The traditional sales funnel has changed. Everyone wants to buy, but no one really wants to be sold to. Once you know who your customer is you’ll want to map out your customer’s journey. A typical buyer’s journey might look like this today:

• ·         Awareness – they know they have a problem they want to solve
• ·         Consideration – they research options to solve the problem
• ·         Decision – they decide to purchase
• ·         Purchase / Buying Experience – they make the purchase, implement your solution
• ·         Retention – they want to stay with you and refer you

A lot of this journey is complete before they even contact you. Your buyers are likely 80% through the sales process before they ever contact a sales person. As research is one of the top internet uses, you must tell your story online and have information available at each of the stages.

7. Decide on your platforms: It seems like a new social media and digital marketing channels pop up every month. Where should you be focusing your efforts?

8. Social channels

• ·         Facebook – most widely and broadly used
• ·         Instagram – visual, fastest growing platform right now
• ·         Twitter – current news, customer service, most users don’t post but only view
• ·         YouTube – 2nd most popular search engine and reaches more 18-49 year olds than any TV channel
• ·         LinkedIn – professional services and B2B
• ·         Pinterest – visual, most evergreen, drives a lot of website traffic
• ·         Snapchat – almost half of users are 18-24 years old, and 70% are younger than 34 years old
• ·         Depending on your audience, other channels like Reddit or messaging apps likes Facebook Messenger, WhatsApp, and Slack may also be appropriate for your organization.

9. Make Your Website the Center of Your Strategy

10. Email Marketing

11. Advertising: Paid search engine advertising is appropriate and cost effective for many businesses. Social media platforms are increasingly becoming paid advertising platforms for business. This is especially true for Facebook where organic reach has been consistently declining for businesses.

However, the targeting available in social media and search engine advertising can make it a great value. You can reach exactly the right people, and measure the effectiveness of your campaign with more precision than traditional advertising channels. Google Adwords and Facebook Ads are two of the biggest advertising platforms, but your organization may benefit from more specialized or smaller platforms as well.

12. Content Marketing/ Plan Your Content: You know where you want to get your message out, but what are you going to say? Your content could be considered the most important part of your marketing strategy. Remember the buyer’s journey – create content that is useful and relevant at each stage of the process for your customers.

13. Develop processes and use tools that automate and streamline digital communications: Try to automate as much of your marketing campaign as possible to free up time. Use an editorial calendar. Editorial calendars help keep your marketing content organized and on-schedule. Use scheduling. Most digital marketing platforms allow you to schedule content so you don’t have to spend a lot of daily time to have a presence.

14. Execute and Tweak the Plan: Once your plan is set, make executing part of your regular business processes. Make sure someone has responsibility for it.

15. Monitor your results, but give it time too. Consistency builds traction. Do more of what is working for you, and tweak what is not. One of the most valuable things about digital marketing is the metrics and analytics built into the platform so you see what is working and what is not. Use these.

16. Nurture leads: Someone responds to your call to action. What next? Have in place a process for following up on the leads you do receive. Once someone has demonstrated interested in you, how do you build a relationship with them?  People buy from those they know, like and trust. Building this relationship happens online and offline.

17. Convert Prospects to Customers: Converting prospects to customers requires consistent follow up. You need to have a repeatable process in place to make sure that you’ll follow up and in a timely fashion. How are you tracking and managing your prospects?

18. Engage with your current customers for repeat and referral business: Don’t forget your existing customers. What are you doing to make them fans and ambassadors for you? How are you encouraging them to continue to do business with you? Make existing customers part of your content and outreach plan.

19. Reporting and Analysis.