Why Is Having A Plan Critical To My Success?
I'm so glad you asked! There are countless reasons, but we'll discuss the biggest ones.
If you don't have plan, you lack direction. How can you have a cohesive, sensible digital marketing strategy when there is no plan in place? What are the goals, and expected outcomes? How much should you invest? How do you know what's working? What type of digital marketing should you be doing?
All of these questions need to be answered, if you want to have a successful campaign -- and you can't answer them without a plan.
Let's say you started with some PPC, SMM and SEO. You're investing in Google Adwords, Facebook ads, and have a guy who's performing some search engine optimization. You're 6 months in and you've spent plenty of money. You really can't afford to keep going at this pace, and would like to scale back in at least one area, if not two. So, which campaign is delivering the best ROI? Which ones aren't working -- and why not? Maybe you can't afford to continue, because your campaigns aren't performing as well as they should be. But unless you're analyzing the results against expected outcomes, and using tactical strategy to understand the why behind the results, you will never really know. You will blindly cut out one or two things that "aren't working", when some basic analysis and optimization could have changed everything.
How Do I Create A Digital Strategy?
Hopefully at this point you're seeing the value in having a digital strategy. Here are some basic, easy-to-implement planning tips to get you started.
Figure out what the end goal is. Is it to increase sales? Maybe you'd like to sell more of one particular product, or position yourself as an industry leader in the local market place. Whatever your goal is, figure it out and make sure everything you do has that end goal in mind.
Find Your Funnel
Understanding your sales and marketing funnel is very important. You need to think about your ideal customers, and create a road-map of their buying cycles. How do you get a potential customer from the awareness stage, to the action stage? There are multiple steps along the way.
Define Your CTA
What is your Call to Action? Ultimately, what action do you need people to take? This comes back to understanding what your goal is. An effective CTA will cause your customers to continue down your marketing funnel and get one step closer to making that purchase.
A Lead Magnet Is A Must
If you want potential customers to hand over the email addresses, you've got to give them something valuable in exchange for it. Whether it's a free e-book or a 25% discount coupon, you've got to give away something for free that will bring people in, and get them farther down your funnel.
Bring In Traffic
Content marketing, social media marketing, website optimization, and pay-per-click advertising are all ways you can bring a steady stream of users to your website. You've got to focus on bringing people in, in a measurable and consistent way. Know your numbers, and make changes to tweak and optimize along the way.
Good luck, and happy planning!