Boost Your Leads & Enhance Sales
Without a blueprint to boost your leads you may not be able to enhance sales. So get the tools you need to create a digital marketing plan now.
Lack of clarity in online marketing means that you probably don’t have clear goals for digital marketing. Worse still, you may be investing in the wrong tactics to enhance sales, so your competitors will get further ahead.
Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing, so does its strategy. Online Marketing uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t to enhance sales – typically in real time.
Digital media is so pervasive that consumers have access to information any time and any place they want it. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.
The Digital Marketing Strategy
Know Your Buyers
For any marketing strategy — offline or online — you need to know who you’re marketing for. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them in order to enhance sales. To get a rounded picture of your persona, your research pool should include a mixture of customers, prospects, and people outside your contacts database who align with your target audience.
Buyer personas represent your ideal customers and can be created by researching, surveying, and interviewing your business’s target audience. It’s important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction.
Quantitative factors like age, income, location, etc. and qualitative factors such as goals, hobbies and interests may be fetched from target audience to design a suitable strategy to enhance sales.
Evaluate channels and assets
To evaluate the digital marketing channels or assets to incorporate into your strategy, it’s helpful to first consider the bigger picture. The owned, earned and paid media framework helps to categorize the assets or channels that you’re already using to enhance sales. Owned Media refers to the digital assets owned by you like your website, social media profiles, blog content, or imagery, owned channels. Earned media is the recognition you receive as a result. You can earn media by getting press mentions, positive reviews, and by other people sharing your content on social media, etc. Paid media is very self-explanatory and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas. This includes things like Google AdWords, paid social media posts, native advertising (like sponsored posts on other websites), and any other vehicle which you directly pay for in exchange for visibility.
Anlyse the existing content
Make a list of your existing owned content and rank each item according to what has previously performed best in relation to your current goals to enhance sales. If your goal is lead generation, rank them according to which generated the most leads in the last year. That might be a particular blog post, an ebook, or even a specific page on your website that’s converting well. You also need to identify any gaps in the content you have.
Create Content Creation Plan
Based on your findings and the gaps you’ve identified, make a content creation plan outlining the content that’s needed to help you hit your goals. This should include Title, Format, Goal, Promotional channels etc. about all the digital marketing tactics like SEO, SEM, SMM, Email and Display Marketing tactics to enhance sales.
Audit Your Earned & Paid Media
Look at where your traffic and leads are coming from and rank each earned and paid media source from most effective to least effective. The idea here is to build up a picture of what earned and paid media will help you reach your goals, and what won’t, based on historic data. For example, if you’ve been spending a lot of money on AdWords and haven’t seen the results you’d hoped for, maybe it’s time to refine your approach. By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and the ones you’d like to scrap to boost up your leads and enhance sales.
Reporting tools like Google Analytics, Hubspot etc brings all of your marketing and sales data into one place so you can quickly determine what works and what doesn’t. How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future.
You’ll also need to map out your strategy for an extended period of time usually 12 months or longer, so it’s helpful to overlay when you’ll be executing each action for increasing leads and to enhance sales. By taking this approach, you’re also creating a structured timeline for your activity which will help communicate your plans to your colleagues
Your strategy document should map out the series of actions you’re going to take to achieve your goals based on your research