Digital marketing continues to grow in popularity due to the steady increase of e-commerce sales over this lockdown. Digital marketing refers to how advertising is delivered; it could be in the form of search engines, websites, social media posts, mobile applications, and email marketing.
Furthermore, digital marketing is a type of method that involves the endorsement of products, brands, and services. Since digital marketing is used by numerous companies and online sellers, digital marketing campaigns have been developed to increase engagement, site traffic, revenue, and for the conversion of viewerships into sales.
Digital marketing campaigns are amongst the most effective ways to meet the objectives of your organisation or e-commerce business. However, implementing digital marketing campaigns requires a reliable understanding of digital channels.
In this article, we will discuss how you can start your very own digital marketing campaign, and how PPC enhances your digital marketing campaigns.
Starting A Digital Marketing Campaign
While it’s exciting to build your first digital marketing campaign, the process of building it from scratch requires a great deal of time and effort. Luckily for you, we’ve listed some secret techniques that can aid you in making a successful digital marketing campaign!
Begin by defining your brand’s objectives. This set of objectives should be updated every month and should contain measurable and feasible goals. A good example of this is obtaining X number of followers and X amount of likes on both your Facebook and Twitter page by the end of April 2021, where X denotes a reasonable number.
Once you’ve finalised your objectives, proceed with the agenda and your expectations. These plans can range from boosting a specific organic post to promoting live streams for a brand review. Remember to use analytics to track the results, and in the final week, examine if all the objectives have been met. If not, resolve the issue with an amendment to your monthly objectives.
The next step is to set the target audience so that you can effectively carry out your digital marketing campaign. You can collect data on your target market by disseminating a survey to learn more about demographics (i.e., age, occupation, gender identity, salary range, interests, hobbies, online activities, etc.) Be particular about the variables that you include because these can affect the turnout of your digital marketing campaign.
After setting your target audience, evaluate your campaign’s budget. Keep it realistic to avoid overspending. Your budget can be used to track your success at the same time: if by the end of the month, you’ve spent less than your estimated budget then the more successful your campaign is.
Once you’ve done all this, decide on a message. The message must attract digital consumers and convince them to take action. If you are undecided on the type of messaging to execute, check out Medium’s Marketing Playbook.
Last but not the least, establish a set of digital assets. Will your digital campaign classify as paid media (e.g., PPC advertising, YouTube advertisements, Google Adwords, social media advertisements), owned media (e.g., personal blogs/podcasts, unique infographics or videos, etc.), or earned media (e.g., customer reviews, guest posts, testimonies)?
Establishing a set of digital assets is essential for your business digital marketing because this influences the behavior of your consumers and builds awareness of your brand. Aside from that, digital assets engage your audience with various media platforms and lets you see the progression of your products or services through a visual representation.
For more information on how you can start your first digital marketing campaign, read Ben Graham’s insightful article.
PPC for Digital Marketing
To optimise your digital marketing campaigns, we highly recommend pay-per-click (PPC) advertising because of its cost-effective rates and various benefits for your e-commerce business.
These advantages include economic benefits as you can start with a low budget and gradually increase or decrease it based on your campaign’s prior results. Another benefit of PPC is that it is one of the fastest methods to acquire traffic. Experts strongly recommend Google Adwords for highly searched keywords, followed by the native PPC programs in one’s chosen e-commerce site. PPC works on the assumption that a higher amount of traffic equates to more sales.
Aside from higher profits, PPC can test the likeability of your products through PPC campaigns on tools like Google Adwords, where the success of your product can be measured in just a few minutes.
Although this test doesn’t come cheap, a long-term online business can get a lot out of it. In the form of data, it will determine if your products will sell or not. Another advantage of PPC is its compatibility with numerous digital marketing channels and SEO tools. PPC can be utilised for dynamic search ad campaigns, higher email signups, and installations of one’s business mobile application.
PPC also lets you implement advanced marketing techniques like retargeting strategies to create campaigns that target individuals who may have visited your site but did not make a purchase. This is where cookies come in: codes used by Facebook, Twitter, or Google Adwords can be used to identify people who have browsed through your website. Using these codes result in users being redirected back to your site.
Lastly, PPC works well with all kinds of business models, regardless of what your brand is offering. PPC can generate brand awareness and new leads and is linked with various social media platforms as well.
PPC is a promising marketing strategy that even startup media companies and digital agencies make use of to establish and expand their businesses. The rationale behind this small business success is that PPC grants instant access to a brand’s target audience, and guarantees traffic to both organic and boosted media content.
Online Marketing Strategy
Now that we’ve gone over the benefits of PPC, we will delve into the different kinds of digital marketing strategies. These digital marketing strategies consist of email marketing, customer retargeting, and social media advertising.
Email marketing is a type of digital strategy that encourages consumers to sign up with their email addresses after being enticed by a special offer (e.g. discounts and giveaways). Emails can also remind users to buy what’s in their cart via the checkout tab.
As mentioned earlier, customer retargeting is an effective PPC tool with its wide range of benefits like optimising one’s digital marketing campaigns. If you are currently selling on Amazon, keep in mind that you need to enroll in Amazon Brand Registry to create an Amazon PPC advertisement.
Social media advertising is used to attract digital consumers by the virtue of a marketing funnel that indicates the stage of your brand: be it awareness, consideration, purchase, or loyalty. Unfortunately, social media advertising requires patience since garnering page followers takes a long period of time.
One great tip in overcoming this is by publishing original and relevant content. Moreover, ensure that your hashtags, types of promotions, and bundles are interesting and varied enough to cultivate viewers to become your page followers.
If you intend to place your product at the top of Amazon’s search results, you will need Amazon-sponsored products for PPC advertisements. This entails choosing among the 3 main types of PPC advertisements below:
- Sponsored products where you will be promoting individual listings
- Sponsored brands where you will be showcasing 3 products with a customised headline and logo
- Sponsored displays where a retargeting strategy is employed
To read more on the specifics of marketing strategies, check out this“Amazon SEO Guide”.
Did this article help you in any way? Share your insights in the comments, we would love to hear from you!