Member Article

Digital Marketing Plan: Know the Success-Driving Factors

In an effort to stay at the head of the queue, it has become quite imperative to modify the use of digital marketing, especially for the highly demanding generation. In fact, web marketing is crucial for the companies that want to acquire members and contacts they had in their list but were unable to reach them. A digital marketing plan can help you in attaining the primary objective of capturing such contacts and converting them – be it members, sponsors or participants along with other business objectives such as a campaign or event.

Always remember that a highly influencing digital marketing plan can elevate the ROI whether you are experimenting with the online marketing for the very first time or been dabbling here and there since quite long. As per your expectations in terms of ROI that includes increasing number of participants, grabbing more exhibitors and sponsors, enhancing visibility and engagement, there should be an end-goal to achieve through your digital marketing plan so to proceed accordingly.

Here’re some valuable contributors to make your plan of digital marketing successful:

1) Develop A Content Strategy: Quite overly discussed that behind every great plan or strategy for online marketing, there works content. Gone is the time when the mantra, “Develop it and they will come” was considered successful. Posting your content and waiting for your customers to come up and engage with you is simply not a way to escape unless everyone is already talking about you. A content strategy takes complete planning and includes numerous things in a row like a social plan, an editorial calendar, engagement efforts, proper optimisation, measuring conversions and much more. So if you want to enhance the visibility of your content among the target audience, content strategy is all you need.

But before sitting in front of your computer and start posting articles after articles, it is very important for you to identify the audience you are addressing it and what you want to achieve. Consider your goals and KPIs? How will you evaluate the success – with improved visibility? increased number of registrations? Keep in mind; it is important to measure every marketing effort as it will help you achieve success within desired time limit. You can take Apple as an example; it is often a brand that is well-versed with best tactics of narrating stories. They are getting better every year, setting new milestones for others.

2) Implement Right SEO Techniques: To spread the content on a broader network, a powerful digital marketing plan needs the support of SEO techniques to make sure that your content is reader-friendly as well as search engine friendly. If Google can’t find you, who else will, either?

There are certain factors that make your SEO plan a great plan such as Keyword research, link building and social networking. There is a huge variety of tools serving every individual factor like Google Adwords, Wordtracker etc helps you do keyword research. Then, you can link the researched keywords with your offerings or website in a convincing way. Last but not the least, you can spread your word on social networking channels like LinkedIn, Facebook, Twitter, and even forums too using some specific sort of content.

3) Go for Inbound Marketing rather than Interruption Marketing: You might be wondering – what interruption marketing is? Well, the paid ads that are generally visible on the top of the pages of Google and some social media channels like Facebook and the sponsored hashtag that you normally see through Twitter updates often appear like interruptions to the visitors that they simply want to ignore while searching something more important and relevant.

On the other hand, the inbound marketing technique works quite well as it is more about earning the interest of the audience, not buying it. In fact, to rank on top of organic results on Google is far better than being on the top through paid campaigns. The former will never be an easily attainable thing until and unless you’re following the appropriate plan of action.

4) Create Highly Impacting Landing Pages: Optimisation is not just limited to the content part only; it also includes impacting the website. Make sure your landing pages are user-friendly and straightforward. In an effort to grab maximum signups or registrations for your website, you should be sure about the message being delivered rightly by your landing page. Remember, your landing page serves as your unique selling proposition.

5) Use Analytics Figure to Identify Workable Tactics: All the efforts you are making for your online marketing will be of no use if you have no criteria to measure them. You should figure out what are the tactics actually worked for your website and what didn’t. You can use these analytics numbers for next campaign or event. It should be a repetitive process. If you want to be successful in finding from where are your customers coming from or do you need to put your efforts in any other marketing tactic, analytics will help you determine the best solution. With the constant measurement of results, you can easily determine the source from where your audience is coming and the best way to leverage your communication efforts. Google Analytics is one of the best tools to help you in this matter.

This was posted in Bdaily's Members' News section by Kristy Bernales .