Kim Peterson, CEO CommonSenseHealth.org
According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity.
If you don’t have a plan in place then how will you grow and innovate? By chance? Unlikely. In order to move forward and achieve your objectives, you will need to strategize, plan, execute and measure results.
If you haven't done so before, it's time to create a plan and follow through; as digital marketing is becoming more and more the lifeblood from where thriving businesses excel.
Here are the 5 steps you should take in order to ensure that your digital marketing efforts create a measurable impact on your bottom line.
1) Establish your goals...what is your ultimate objective?
Are you raising money?
Building your email list?
Selling a product?
Wanting to book client appointments?
Get people signed up and then engaged in your software program?
You need to lay out what your objectives are and the time frames with which you will measure your results.
Example. We will invest 4k in ad spend within the next 30 days with the intention of generating at least 10k in revenue.
From this initial test, we will tweak outreach in order to increase profitability moving forward.
2) Where will you target your efforts?
Email marketing to your existing list?
Facebook ad campaigns?
Instagram ad campaigns?
LinkedIn outreach and ad campaign?
Where does your target audience hang out?
Currently, Facebook offers a very detailed and robust way of targeting individuals by factors ranging from age to marital status, the types of cars they like, alcoholic beverages they prefer, political party they support, whether they have children under the age of 5 or 3 or are empty nesters.
The choices go on and on and from a marketing standpoint, there has never been a better time to get directly in front of the type of person most likely to respond to your outreach, rather than the old school shotgun approach where you hope that the person on the other end actually has an interest in what you have to offer.
Get very clear on who is your ideal prospect is. Know your target, where they hang out and make sure you are speaking their language.
3) Create test, refine, improve and retarget.
Prepare to test graphics and headlines, colors and font styles, messaging and audiences.
It is not uncommon to have 10-20 different campaigns running simultaneously in order to discover which variables produce the best results. Split test your ads.
Retarget your first round of prospects.
Once the winners are established, all financial resources are placed behind the highest producing combination(s) of ads.
4) Create and follow through with a content marketing schedule.
Consistently remind people to comment and share your content. Whether it's a newsletter or social media post, always ask for the share. This way you are employing an army of fans to spread your message, rather than shouting as a lone wolf from the rooftops.
Measure your ROI regularly. Are you breaking even? Making money?
Post and respond consistently on your focused social media platforms.
5) And a three in one to close.
Look at your current team and determine whether or not you have the support individuals and skill level to pull this all together. Consider contracting out, hiring new employees or taking on an agency to handle this for you.
Test and tweak your email marketing. Focus on open rate vs. day and time send. Work with various types of headlines and document which get the greatest response.
Are your site and lead pages optimized for mobile? With upwards of 90+% of all Facebook users accessing their feed via smartphone...they'd better be.
There are many pieces of the puzzle which need to flawlessly come together in order to avoid wasting time and money. Make sure you think through all aspects before putting your plan to the test.
If you have been struggling to manage your internet presence "Digital Media & Marketing", or you know you need to be representing yourself online in a much bigger way, but you are just not sure *how* --- we can help.
Since 2009 we have been getting consistent and powerful results online for businesses and organizations within Health and Wellness industry. If you'd like to learn more about how we can help you generate sales, build a positive reputation; and a powerful list of prospects, online --- just click here.
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