It goes without saying that a digital marketing plan takes a significant investment of time and effort.
If you have dipped your feet into the waters of digital marketing you already know that it can be a really time consuming process. So much to consider, so many competing priorities.
Without a well thought-out approach to what is essentially a never-ending bucket of tasks and maintenance, you’re bound to struggle.
Identify the aim of your digital marketing plan
The best place to start is at the finish. Identifying and documenting the things that you want to achieve. By breaking down your goals into smaller checkpoints, you end up following a set path. This allows you to hop along to your destination instead of thrashing around like a hooked fish.
To put it simply, choose a measure of success that you can put a number on and make sure you can capture the data and track the progress against your digital marketing plan.
For instance, let’s say you’d like to increase your sales by $48,000 this year. With an average sale of $1,000 you realise that you need another 4 sales per month to achieve this goal.
You currently receive 100 visitors per month to your website, but your conversion rate is only 1%. This means only 1 in every 100 visitors is a sale.
Your objective now could be:
- Increase your conversion rate from 1% to 5% (being 4 new conversions per month), or
- Increase your leads from 100 per month to 400 per month
It’s important to note that both of these objectives produce the same outcome, but their paths are very different. Both of these objectives, theoretically, are likely to achieve the desired effect, being an increase in sales. The difference is the methods involved and the resources to achieve.
Can you guess which one costs the least to achieve?
Increasing your conversion rate
Depending on the nature of your product or service, the way to optimise your conversion rate can differ.
One simple thing you can do to increase your conversions is to build more trust with your website’s visitors. 92% of consumers will hesitate to make a purchase if there are no customer reviews and 97% say customer reviews factor into their buying decisions.
Embedding Google reviews on your website isn’t a difficult thing to do, and once it’s done, there are practically no resources required to maintain the feature (all you need are some good reviews!).
Another thing you can do to increase your conversions is improving your website loading time for mobile devices. If your website is one that needs 10-15 seconds to load, you are most definitely losing opportunities.
You will most likely need the support of a developer when it comes to speeding up your website, but you should always try to keep image sizes to a minimum and make sure you’re using server side caching. The difference these two things can make to your page load times can be ridiculous.
Increase your visitors
Onto the second objective: increasing your website’s leads. The logic is that more leads will leads to more conversions.
There are plenty of ways to get more traffic to your website. In short, you can choose to buy ads (faster but tricky) or unpaid (not a fast process) methods.
There is no shortage of internet users, and Google and Facebook have made it possible to actually buy website traffic with their incredible advertising reach. It’s almost like turning on the magical tap for website traffic.
Generating organic (unpaid) traffic can be a little trickier. It usually means creating quality content on a routine basis over a long-term period. While this sounds like a lot of work, and does require more investment in terms of time and energy, it can be a really cost effective way to boost your traffic over a sustained period of time if done with discipline (assuming you do it yourself).
Great copywriting and attractive images will get your foot in the door and move the prospect from their newsfeed into your website, starting them on their journey to your point-of-sale.
When it comes to your digital strategy, your objectives should be carefully considered and your plan of action detailed and well structured.
Your objectives are sure to change over time. If it’s because you’re meeting your objectives, it’s likely that you’ve achieved growth.
Whether you decide to do some search engine marketing or you’re buckling down to write a blog post every night, you’re on the right path. Keep at it!