Creating a checklist is the perfect way to start planning and preparing for a new digital marketing campaign you’re ready to launch. There are many components that go into developing a marketing campaign, so we offer this checklist as a guide to get started.
Business Objectives
Defining your business objectives is so important when launching a campaign. These need to be set prior to making any decisions on your approach and tactics. Your business goals will determine what direction you need to be heading and what outcomes you wish to see. To help figure out your objectives simply ask yourself: “As a brand, what do you want to accomplish?”
Some possible goal objectives could be:
-Competitive Content: The content you publish determines the ways in which customers perceive you. Examples include email marketing, infographics and social media posts and videos.
-Maintain Profitability: Sustaining income requires analyzing financial data as it comes, and being flexible if adjustments to the campaign are required.
-Increase Brand Awareness: Your brand is what makes your organization stand out from everyone else. Brand awareness is important to determine how your customers think about your brand and how distinct you are versus your competitors.
-Customer Satisfaction: In order to succeed as a business, you need happy (and loyal) customers. Focusing on a customer satisfaction-based business objective can help you identify key areas of success or improvement, which will, in turn, better serve your customers.
Marketing Metrics
Metrics, also known as key performance indicators (KPIs), are measurements of digital marketing. In different aspects of the campaign, they may include costs incurred and revenue earned.
Some key areas to concentrate on are:
-Lead to Traffic Ratio: This metric focuses on how many leads are viewing your website. If you have 1000 site views and 100 leads, your ratio is 10:1. This means there is a 10% conversion rate.
-Lead Cost: This metric focuses on the overall amount your leads are costing you on different platforms. This is analyzing how much marketers pay for definitive conversions.
-Customer Churn Rate: This metric allows you to understand how many customers you're losing. The churn rate is the percentage of customers who leave memberships behind.
-Landing Page Conversion: This metric measures the number of visitors to your landing page who become buyers.
Search Engine Optimization (SEO)
SEO is a long-term goal, but it is still important. Research shows that of all the traffic on the internet, 93% comes from search engines. Keyword selection, content relevance and mobile compatibility are all variables that go into SEO. These factors increase brand awareness, traffic, and eventually, conversions.
Some key points to focus on:
-Keyword Planning: There are tools available such as Google Keyword Planner that can help you research the most trending keywords and also your current keyword ranks. You can also hire an SEO firm (like us) to help you conduct a keyword analysis to determine the best keywords to utilize in your website content, in social posts, and on your blog.
-Backlink Analysis: Backlinks work by sending potential customers to your website from an outside website. Often these come in the form of directories and PR mentions from other sites. This is a measurement Google uses when ranking you. SEMrush is a great tool to measure these statistics
-Rank Tracking: Your global and local search ranking dictate how many internet users will find you in a search. If you want to see conversions, you want to appear as close to the top as possible. You can track rank by using a tracking platform such as ProRankTracker.
Digital Marketing Content Assets
Content assets are any and every type of content that you could utilize in your marketing campaign. Some of the most commonly used assets are:
-Ebooks
-Vlogs
-Podcasts
-Email Newsletters
-Blogs
Decide which of these assets could be beneficial to your specific marketing campaign, what resources you may need to engage to get started, and what specific topics you’d like to cover in each.
Social Media
Social Media deserves a TOP spot on your campaign checklist. In today’s world, social media plays a massive role in any brand’s marketing. Research shows over 3.6 billion people were using social media worldwide (2020 stats) with an expected to increase to almost 4.41 billion by 2025.
While planning for social media, here are some elements to consider:
-Content: Eye-catching and entertaining content pieces are ideal. There are a lot of options: pictures, videos, live streams, infographics and interactive images can tell your brand’s story. media.
-Communication Tactics: Communication is crucial to drive customer engagement. Live chat services, direct messaging, responding to reviews and commenting back to customers are great examples to drive communication and engagement on your social media platforms.
-Automation Tools: Platforms such as Sprout Social and Hootsuite can help your social media by allowing you to schedule content and publish in advance. These platforms also have other features to help analyze your competition. These tools are very helpful with social media planning and posting.
Conclusion
Although your checklist may evolve as your brand grows, it is still important to have a basic foundation of where you want to start and where you’re trying to go. Keeping these checklists in mind will not only allow you to enhance your marketing campaigns, but also evaluate your brand’s growth over the years.