Keep a focus on the overall strategy and set clear objectives
When implementing a digital marketing campaign it is essential that it is part of your overall B2B Marketing Strategy and that it is linked to ‘SMART’ objectives.
Most of you will already be aware of the objective setting acronym, but for those who need a quick refresher, ‘SMART’ denotes:
- Specific – Clearly outline your goals with concision.
- Measurable – Your goals should have clear and understandable metrics so that progress can be tracked.
- Achievable – Never set unrealistic goals; make sure you can actually achieve your target.
- Relevant – Your goals should be relevant to your overall business goals and to your business’ marketing plans.
- Time-sensitive – Your goals should have a specific and reasonable time frame to be completed within.
Setting objectives will help to optimise your digital campaigns and ensure that they deliver value within the overall B2B marketing strategy.
Set stages and deliver your goals
When building your digital strategy, you need to make sure it is supported by both short and long term stages and goals. Without devising stages in your campaign it is easy to get distracted as you move forwards; following setting SMART objectives and following this CMO Centre checklist will help to stay on track.
For example, if your objective is to increase your overall brand awareness and growth by 30% over 6 months, you need to establish which elements of your digital marketing strategy will contribute to delivering the results you need to achieve that growth.
Know your target audience
One word. Analytics. It is imperative that you use your website analytics to be fully aware of your audience – if you have information about site visitors you have a wealth of valuable information at your fingertips about them, first question – are they the right visitors?
If you are attracting the right visitors then through the use of targeted adverts e.g. via Facebook and LinkedIn, where a niche demographic can be targeted, you can push for increased traffic of the right visitors. You can also keep track of your target audience through customer surveys and tools such as Google Analytics to gather invaluable information and allow you to plan more effective, precise campaigns.
Define your platforms and timing
Every platform you intend to use for your campaign needs to be tested to work out the best time to launch – interactions will receive varied responses depending on the time they are posted on each platform; the right timing results in achieving the right attention.
Create a precise budget
It is important that if you are using CPC and Social Media Advertisements that you keep track of costs to enable you to measure the value that they each deliver to your campaign. If they are not delivering the desired results and are you are seeing a high bounce rate, you need to keep modifying and testing the campaigns until they do deliver the required results. It is also wise to set aside some of your budget for networking, sponsorship and collaborations to make sure that you don’t miss out on good opportunities from other channels.
Test your campaigns
Test, test and test again. With increased testing comes increased opportunity to iron out any kinks in your campaign plan, ensuring the best impact upon launch.
Measure your success
A well-planned campaign should deliver results into your chosen reporting software. The benefits of having measurable targets is that any data you collect should be easy to track and report on.
By implementing SMART objectives up front and ensuring that all your campaigns fit within your overall marketing strategy you stand an excellent chance of achieving your marketing goals and delivering the highest impact to the business from your digital marketing.