The total population of the world is roughly 7.8 billion people and out of these people, more than a quarter (2.14 billion) are online shoppers. It’s therefore not only smart to connect with your customers digitally, but essential for many businesses across the globe – regardless of their size or industry.
Covering everything from Search Engine Optimisation (SEO) to email marketing, taking advantage of digital marketing is paramount to the success and growth of all businesses. Luckily, the expert SEO specialists and marketing team at Aqueous Digital are here to show you how you can create a digital marketing campaign that delivers real results.
Below, we explore which businesses should create a digital marketing strategy and implement a digital marketing campaign. We also take a look at what makes a successful digital marketing campaign as well as the various ways that a business can use digital platforms to connect with their customers.
How do you reach customers digitally?
Nowadays, there are many different ways that customers can be reached using digital platforms. The five key avenues include SEO, Pay-Per-Click (PPC) marketing, social media marketing, email marketing and SMS marketing. The best digital methods for communicating with your customers depends on your target audience as well as the type of products/services your business provides.
This is where digital marketing strategies and campaigns come into play. While we explore both of these concepts in greater detail below, the main difference between the two is that the strategy details the plan of action while the campaign is the process of these pre-planned actions taking place. Carry on reading to discover how you can create an effective results-driven digital marketing campaign.
What is a digital marketing strategy?
A digital marketing strategy is simply a set of planned actions that are then executed online in order to achieve certain business goals. This refers to carrying out actions at particular times throughout the day often to increase revenue/conversion rates, build brand awareness or increase enquiries from your target audience.
By way of illustrating, a digital marketing strategy might detail the timeline for creation and publication of content across social media channels. The strategy will outline which content is being created, where it’s being shared and when it’s being shared. Often, the business goal for this type of digital marketing strategy will be to build brand awareness as well as the business’ relationship with their customers.
Who needs a digital marketing strategy?
No matter the size, shape or industry of your business, every company or corporation requires a digital marketing strategy. This is because the vast majority of their target market/audience will be online. Regardless of whether they head online to shop, browse social media or keep on top of their emails, people now have the ability to get online almost instantly in the palm of their hand.
From household names to independent small-scale brands, every business can, and should, invest in and take advantage of a digital marketing strategy. Even multi-billion-dollar corporations like Netflix, that has over 12,000 employees and is the most popular subscription streaming service in the world (boasting 225 million subscribers), require digital marketing strategies to support their multi-channel marketing efforts.
While these household names are able to utilise an incredibly health marketing campaign budget, there are plenty of cost-effective digital marketing tactics that those working with a stricter campaign budget can employ. This helps to make digital marketing a feasible and effective channel of marketing for all businesses.
How do you attract audience in digital marketing?
For any business to attract the right audience, they key is to do the research and understand which channels they use and when they use them to connect with their favourite brands. Which customers are already engaging with your business? Who is opening emails? Which customers are directed to your website after clicking on your ads?
Once you’ve discovered what your idea customer looks like, you can understand their previous behaviour and begin to predict their next move. If a business can truly understand their target audience and anticipate their behaviour, they’re better able to personalise their customer’s experience and encourage them to return.
To gain further insight on the customer, it’s important to not only conduct research into the behaviour and profile of your ideal customer (do they respond best to email marketing or social media marketing?), but to also conduct detailed competitor research.
How are your competitors attracting your shared target audience? Is there a particular social media channel that works best for marketing purposes? Could you improve on their digital marketing strategy? Once you’ve answered these questions, you’ll be able to focus on the creation and publication of high-quality, original content across the most effective marketing platforms.
Due to the high volume of online businesses, it’s also important to ensure your business stands out by publishing and sharing your unique content on a regular basis. To keep track of which content is be published as well as when and where, a digital marketing campaign is not only helpful, but often essential.
For help crafting an effective digital marketing strategy and subsequent campaign, we explore what makes a successful digital marketing strategy in more detail below. We than take a look at what makes a good digital marketing campaign and what should be included in this comprehensive marketing plan.
What makes a successful digital marketing strategy?
A good digital marketing strategy should be three things above all – relatable, relevant and useful to your audience. In order to ensure your digital marketing strategy achieves these targets and is effective for your audience’s needs, it’s vital that you do your research first and have a clear understanding of how your products and/or services
From utilising Google Analytics tools to conducting interviews and analysing your competitors, there are many ways that you can define what your target audience looks like (the demographics of your target market) as well as the best ways to grab their attention. However, if you’re starting from scratch or are feeling overwhelmed by the sheer choice of digital marketing strategies, we can help!
What are the benefits of a digital marketing campaign?
One of the biggest benefits of turning your attention to digital marketing is not only access to vast online audiences, but the potential savings. Compared to traditional marketing avenues such as print advertising and mail, digital marketing takes advantage of a wide range of low-cost channels. Not to mention, digital marketing also allows businesses to respond to their customers in real time – a far more efficient approach than traditional marketing that also aids customer satisfaction.
What should a digital marketing campaign include?
A digital marketing campaign can (and often should) include a number of different components. These components will naturally vary according to the behaviours and profiles of each business’ target audience. Such key components of digital marketing include email marketing, mobile marketing, social media marketing, paid search and content marketing.
According to Statista, content marketing was deemed the most effective marketing strategy in 2020 as stipulated by marketers from across the world. Similarly, 92% of marketers believe that video is an important part of their marketing strategy, while 79% of marketers surveyed by Forbes believe email marketing is either ‘important’ or ‘very important’ for their business.
Following the same vein, social media marketing gives businesses the ability to connect with almost 59% of the world’s population. This digital marketing strategy gives the user several advantages over other forms of digital marketing including the ability to hyper-target customers, build audiences and track ROI (Return on Investment).
While these digital marketing strategies are hailed as key components for many businesses, the exact formula of strategies will vary greatly from one business to another. Ultimately, the type of digital marketing that you employ must be well-considered to ensure it complements both your overall brand and message. To find out what makes a good digital marketing campaign, take a look below at our very own case study!
What makes a good digital marketing campaign?
The key to any successful digital marketing campaign is to stay focused on one ultimate goal – regardless of whether that aim is to increase conversions or attract greater numbers of new visitors. At Aqueous Digital, for example, we’ve helped various businesses of all shapes and sizes to achieve their goals through the implementation of an effective and carefully crafted digital marketing campaign.
By way of illustrating, we helped our valued client, ITP Packaging, to increase their sales income by over 100% in no small part thanks to the robust digital marketing strategy that we put together. This digital marketing campaign included SEO (Search Engine Optimisation), content creation and a backlink building strategy.
The results of implementing this digital marketing campaign led to an impressive increase of 197% in organic traffic to the ITP Packaging website compared to the previous five months. Similarly, compared to the previous five months, new users to the website increased by a mammoth 203%.
Following on from these significant results, this digital marketing campaign was shortlisted in the UK Search Awards 2020, for the best low budget campaign of the year. Not only does this demonstrate how effective a good digital marketing campaign can be, but it also highlights that you don’t need a big budget to see fantastic results.
To discover more successful results-driven digital marketing campaigns created by the talented team at Aqueous Digital, please explore our vast collection of case studies. We’ve worked with a wide range of companies all with varying business goals and budgets to help them steer their business in the right direction. This includes the likes of ScratchSleeves, Wilson Browne and ST Engineering Antycip.
How can you determine the success of a digital marketing campaign?
Above all, the most successful digital marketing strategies and campaigns are those that can be adapted continuously according to the data. It’s not always clear where engagement and traffic has come from as customers will often make purchasing decisions after interacting with a business across a range of channels.
To determine which channel led to the conversion, it’s therefore important to accurately track the various digital marketing channels being utilised. This will help you to attribute a significant or unexpected spike in conversions or click-throughs, for example, with a particular strategy. Using tools like Google Analytics will help you to uncover exactly where and how your customers are interacting with each of your digital marketing channels.
By religiously measuring conversion rates, open rates, traffic and more key metrics across the various digital marketing channels used by your business, you can gradually adapt and tailor your digital marketing campaign. This approach will ensure that you use (or invest more time, money and effort in) only the most effective marketing channels for your business.
Digital marketing strategies at Aqueous Digital
Here at Aqueous Digital, we’ve amassed a talented and experienced team of SEO and marketing specialists to help guide our clients with expert digital marketing advice. Regardless of whether you require support with the creation of your digital marketing strategy or assistance executing your digital marketing campaign, we are on hand to help.
Specialising in both paid and organic search as well as website content and reputation management, our award-wining company can handle all aspects of your digital marketing campaign with ease. If you want to achieve your set business goals using a targeted digital marketing strategy, then please don’t hesitate to get in contact with our Manchester team and speak to one of our expert marketers.
To discuss your digital marketing goals with a member of our team, please feel free to give us a call on 0800 285 1424. Alternatively, you can also get in touch with us by emailing your enquiry to firstname.lastname@example.org or using our convenient online contact form.
To receive your free website health check and no-obligation consultation, please fill in the form with your contact details and enquiry, and we’ll ensure a member of our team gets in touch soon!
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