Joshua Julien Brouard
27 July 2023 • 4 min read
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As a small business owner, setting up your online marketing campaign can feel daunting. After all, where do you start? How do you know what platforms to create posts for? What metrics do you need to evaluate?
In this digital marketing guide, we’ll cover these questions and more, setting you up for success in your digital marketing campaign.
Knowing who to address and how may seem silly, but you’d be surprised to learn that many businesses dive in headfirst (creating content and posting online) without conducting preliminary research about their audience. These are very poor digital marketing strategies.
An annual analysis of over a thousand digital marketers found that only 42% understood the demographics of their desired audience.
And that’s highly problematic.
Because this means that most small businesses will find it challenging to tailor the content to suit the reader or viewer.
Moreover, you can’t reach everyone: making this your goal will set you up for failure.
So to start your digital marketing strategy, we highly recommend that you:
Doing the above will set you up for success as you’ll have a clearer comprehension of who you’re writing to and how to target your posts for them. This is the foundation of an excellent digital marketing plan.
You’ll also better understand when to post and how they might resonate with content based on (1) the time of day and (2) what they’re likely busy with.
Social media marketing is pertinent. But choosing the right platforms is just as crucial to having successful digital marketing campaigns. In this digital age, the wrong choice can drain you financially and consume valuable time. And reaching the correct demographics will be an elusive goal.
For example, let’s say you own a video game store, and you’ve come to understand that your primary market is those aged 18-34.
Knowing this, what platform(s) should you choose for content marketing?
Well, you’d want to base your digital marketing strategy and Google ads on three things:
Now, if you feel you’ve got time for additional content marketing on another platform, in this situation, we’d highly recommend Facebook.
Repeat this thought process for any platform you’re considering. If you want to do video content, you may even want to consider TikTok.
Most social media platforms allow you to assess your digital marketing efforts to determine what works and what doesn’t. We suggest that you track these metrics for your digital campaigns (including digital ad campaigns):
Of course, there are other metrics you can look at, and how you can do so will vary from platform to platform.
But keeping track of these three key metrics will put you in good stead with your social media marketing efforts.
While improving your digital marketing game is essential, it’s not an “end-all.” There are many other things to consider, such as traditional marketing, search engine optimization (search engines are complex and may require the assistance of a specialist), email marketing, and so much more.
However, I hope that I’ve set you on course to developing a successful digital marketing strategy.
There is no “best digital marketing strategy” however, an essential aspect of an effective digital marketing strategy is undoubtedly audience research. Without good audience research, you won’t be able to make a “catered” strategy that reaches your audience.
The critical elements of a digital strategy are target audience research, SMART goals for what you hope to achieve, and KPIs relating to your goals.
The seven C’s of digital marketing are customer, content, context, community, convenience, coherence, and conversion.
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Joshua Julien Brouard
Joshua J. Brouard brings a rich and varied background to his writing endeavors. With a bachelor of commerce degree and a major in law, he possesses an affinity for tackling business-related challenges. His first writing position at a startup proved instrumental in cultivating his robust business acumen, given his integral role in steering the company's expansion. Complementing this is his extensive track record of producing content across diverse domains for various digital marketing agencies.
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