how to kickstart your digital marketing campaign

If you’re looking to develop a winning digital marketing strategy, start here with our top tips to increase site traffic and sales, build your brand, and more.

increase traffic increase targeted traffic

Whether your website is designed to inform, entertain or sell, your digital marketing strategy should serve to drive the right kind of traffic to this online destination.

All traffic does not equal targeted traffic. Your campaign’s goal is to get visitors to your site who actually care about what you offer and will want to be there. There is no sense in putting in time and effort to drive traffic to your site that will then bounce (leave without visiting any other pages).

optimize your website

Before investing in digital marketing efforts to drive targeted traffic to your website, you should ensure your site is set up to achieve your desired result, such as converting site visitors from passive viewers to leads, and from leads to sales, users or clients.

  • evaluate your site usability
  • optimize for search engines (SEO)
  • ensure your information architecture (IA) is well organized and appropriate for your industry and users
  • review conversion funnels for user experience (UX)
  • implement a standard for content and voice
  • continually test to identify the best performing content, layouts, and calls to action

If your site does not provide a positive user experience, with clearly defined calls to action, even the best marketing campaign can fail.

become a resource or authority

How will you become a trusted resource in your industry? How will you become a recognized thought leader? The answer is: build up your website and your company’s authority and trust, both on and offsite. One of the important elements is a blog, through which your experts can establish themselves as thought leaders in your industry by regularly creating unique and highly valuable content for your target audience. Some of these articles might inspire you to find topics.

increase online visibility

Just like in quantum physics, if nobody sees you, you do not exist. In the internet world you do not exist if people can’t see/find you online. Set up specific goals on how, where, and what you want to be visible for online, and then work hard on planning an online marketing campaign to achieve those goals. Merely having a website is not enough in today’s market, so make sure to spread out your wings and strategically grow your digital footprint. This should include setting up clear social media marketing objectives and goals.

establish your brand/business on social media

Build up your social media presence and develop a strategy for integrating it into your marketing efforts. Social media is exciting and powerful, but it needs a strong foundation for ultimate effectiveness.

Don’t forget, people are talking about you whether you are listening or not. Pay attention, it will help you develop strategies and tactics for your social media, SEO and other online marketing campaigns.

Some basic ideas/places to get you started with building up your campaign to meet your social media objectives and goals:

  • Video sites
  • Blogs
  • Forums
  • Twitter
  • Facebook
  • Instagram
  • LinkedIn
  • TikTok
  • Niche communities in your industry

Get involved, listen, participate in conversations, share, and help.

establish your company in local search

Being found in local search is increasingly important. Even if you are a national or international brand, your market is a local segment in one or multiple locations. With blended search there are many opportunities to help your business be visible. Create a thorough plan for your local marketing campaign. Define your goals and targets, and work out a strong strategy for building up your local search presence by utilizing various platforms, including local listings and maps, news, review sites and social media.

branding

How will you let the online world know about your brand? Make sure your marketing goals and objectives strongly support the brand image you are building. Once again, listen to what people are saying about you. Listening and engaging should be part of your branding campaign.

competitive review + analysis

To develop a successful digital marketing campaign, you need to review and analyze your competitors. What are they doing right? What are they doing wrong. Monitor them, perform periodic audits, and be ready to adjust your own strategy to stay a step ahead.

online reputation management

It is easier than ever to let the world know about a company, website or person you are dissatisfied with. People tend to voice their complaints a lot more readily than their satisfaction. What are people saying about you online? Are there negative posts about your business? How will you deal with them? What will your online reputation management strategy be? Set up your strategy for managing your online reputation. Monitor what is being said about you/your brand, address the concerns, and participate in the conversation.

set your goals + get started with your campaign

In Review:

  • Take the examples above and develop your marketing goals and objectives.
  • Plan your digital marketing campaign goals and strategies to work out your specific strategies and tactics.
  • Benchmark your starting point, and get started with implementing your online campaign.
  • Make sure you work out an integrated online marketing strategy that combines SEO, social media marketing and PPC to work together toward achieving those goals you set.
  • Have fun. Building up a digital marketing strategy is hard work, but it is also fascinating and rewarding. Our Dragon360 team often raves about how we have the best and most fun jobs in the world.

Digital marketing requires thorough planning. Be specific when deciding on your marketing goals, objectives and strategies to build a winning marketing campaign.

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