Here is the Ultimate Digital Advertising Strategy Guide For You
No matter what niche or industry you are in, digital advertising is beneficial for your business. Going digital is one of the easiest ways to reach hundreds or thousands of target customers all at once, and it is also more affordable compared to advertising in print or broadcast media.
Although digital advertising seems so easy to set up nowadays (anyone can just open a Facebook or Twitter account), this does not mean that you should not come up with a strategy first. A good digital advertising strategy will help you maximize your reach, and to an extent, it could save you time and expenses too.
So before even starting any advertising efforts in the digital world, you must ask yourself these questions:
- Who is your target market? In other words, who are most likely going to buy your products?
- Are there any companies or individuals who are offering the same products/services like yours?
- If there are, what kind of digital advertising strategies do they employ?
Those questions may seem complicated, but the bottom line really here is: you have to know your target market and competitors really well before venturing onto digital advertising. Once you have identified those, it is time to start working on your strategy! We have broken this down into 4 phases for ease and simplicity.
Phase 1: Develop Your Advertising Foundation
The main takeaway here is to observe what you are currently doing in terms of advertising, and what you are initially planning to do in terms of digital advertising. You have to take into account your existing marketing and advertising efforts and see how these are working out for you. Which campaigns used to work best? Which ads were successful enough in convincing buyers and clients?
If you are still a new company that has not launched any advertising or marketing campaign yet, then you have to set a baseline and understand or plan out how digital advertising will be carried out in your company structure. Who will be in charge? Will it be a full-blown campaign or just a minimal activity for the moment? What preferred digital channel should you be working on? Will that is on Web or Social Media?
This phase is still like making an outline. Review your own strategies first (if any), and do a company/business profile to ensure that someone will handle your digital advertising game.
Phase 2: Define Your Goals
Defining your advertising goals and putting them on paper will not just help you give a sense of direction in your digital advertising efforts, but it can also put up success metrics for your campaign. Your goal could either be to widen your brand’s reach (raise brand awareness), increase sales by a certain percentage, or a mix of both.
Either way, you have to specify it further. If you want to raise brand awareness, you have to further determine a certain demographic or location. Increasing sales will also entail the same question. To what demographic will you be pushing your products? How much do you want to make in a month? Specifying your goals will help you review if your strategy is working after the end of each month.
Other goals that you may want to consider is customer nurturing and encouraging customer loyalty. Nurturing customer is a long process of building a relationship with a potential customer. When done right, however, it could be very rewarding.
Customer nurturing is necessary because most consumers will not be convinced right away to buy your product after seeing 1 ad or 1 post, right? And this is why you “nurture” that lead. Since they are already exposed to your product, all it needs will be a little push – to reach them out through emails, or offer a special discount or freebie on Social Media to finally push them to order your product!
Having loyal customers is not just indicative of a great digital advertising strategy, but it also tells you that your product/service is great enough to satisfy customers! At this end, this needs more than just a good strategy, but the number of loyal customers and repeat buyers can also be increased with the right tools in digital advertising.
Phase 3: Identify Your Audience
Knowing your audience can significantly change your approach to digital advertising. If you are primarily a Business to Business (B2B) company, for example, the dynamics would be very different as opposed to being a Business to Customer (B2C) company.
As a B2B company, targeting potential clients and network professionals will require you to be on particular sites such as LinkedIn, networking websites and other online forums where you can find like-minded people. B2C companies, however, can easily reach potential customers through the usual Social Media platforms such as Facebook, Twitter, and Instagram.
Phase 4: Create Your Digital Advertising Team
Whether you like it or not, launching a digital advertising campaign will require resources and manpower. The good news is, you can keep a small core team – as long as they are highly skilled individuals who understand the technicals of digital advertising and marketing.
First of all, you need people to create content for your blogs and Social Media accounts. For this alone, you may need a writer and a graphic designer who can create unique images and visuals. You also need to hire someone (or a team) to create your website. You also need a project manager, and possibly a data analyst to crunch up the numbers for your digital campaign.
When it comes to digital advertising, the important thing here is to tread lightly. Although it is free to set up a Facebook page, Instagram or Twitter page, you still need to have a good plan in place to ensure that your advertising efforts will gain traction and results.
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