The Internet offers many channels for marketing your business.
However, the definition of what is ‘valuable marketing’ depends largely on the target audience, so it is crucial to research your users and gather insights into what they want and need.
Content marketing is the process of conceptualizing and creating this sort of content examples of value-based content include a DIY gardening video for a hardware brand, a research paper for a business analyst, or a funny info-graphic for a marketing company.
Objectives When setting your digital marketing goals, there are four key aspects to consider: objectives, tactics, key performance indicators (KPIs) and targets. Let’s look at each one in turn.
> Marketing Objectives: Objectives are essential to any marketing endeavor without them, your strategy would have no direction and no end goal or win conditions. It’s important to be able to take a step back and ask, ‘Why are we doing any of this? What goal, purpose or outcome are we looking for?’
• What are you trying to achieve? • How will you know if you are successful? Objectives need to be SMART: • Specific – the objective must be clear and detailed, rather than vague and general. • Measurable – the objective must be measurable so that you can gauge whether you are attaining the desired outcome.
• Attainable – the objective must be something that is possible for your brand to achieve, based on available resources. • Realistic – the objective must also be sensible and based on data and trends; don’t exaggerate or overestimate what can be achieved.
• Marketing Time-bound: finally, the objective must be linked to a specific time frame.
> Marketing Tactics: are not the same as tactics. Tactics are the specific tools or approaches you will use to meet your objectives – for example, a retention-based email newsletter, a Facebook page, or a CRM implementation. As a strategy becomes more complex, you may have multiple tactics working together to try to achieve the same objective. Tactics may change (and often should), but the objective should remain your focus. We’ll look at tactics in more detail in the next section.
> Key performance indicators (K.P.Is) K.P.Is are the specific metrics or pieces of data that you will look at to determine whether your tactics are performing well and meeting your objectives. For example, a gardener may look at the growth rate, color and general appearance of a plant to evaluate whether it is healthy. In the same way, a marketer will look at a range of data points to determine whether a chosen tactic is delivering.
• Search advertising – number of search referrals, cost per click on the ads • Facebook brand page – number of comments and shares on campaign specific posts Targets per tactic: • Search advertising – 1,000 search referrals after the first month, with a 10% month-on-month increase after that
• Facebook brand page – 50 comments and 10 shares on campaign-specific posts per week.