“I want to get new clients using social media”. “I want everyone to know my brand”. “We’re looking to generate new leads”. We’re all looking for a good outcome from our efforts of creating content, spending hours on social media and trying to get new connections on LinkedIn. Only a few have implemented systems, processes, and habits that make businesses grow. Are you one of them?
We want to have a plan, set goals and a system to boost our sales, raise brand awareness and improve communication with our clients. The first step is to write down the plan in a document, excel sheet, whiteboard or handwritten journal with goals and actions. I can guarantee that this will make a positive impact on your business.
To get started, we are going to answer 3 Essential Questions that will give you more clarity and focus. Let’s get started!
1. What’s your brand’s story?
“The best brands are built on great stories.” — Ian Rowden Chief Marketing Officer, Virgin Group
If you don’t have a story you are just another commodity. You have no way to differentiate your brand or your business. Creating a brand story is not simply about standing out and getting noticed. It’s about building something that people care about, solves their challenges and want to buy. It’s about framing your scarcity and dictating your value. It’s about thinking beyond the services we offer, utility and functionality of products and strive for the creation of loyalty and meaningful bonds with your customers.
If at this stage you don’t have your brand story written, here are 3 steps to follow:
- Problem. Explain the problem that you set out to solve.
- Solution. Describe how you solved it.
- Success. Get excited about the success this produced.
The story must connect with your customers.
At its essence, a story isn’t about your company. Your company is the construct, but the goal of the story is to create a connection with your customers.
Tell your story in such a way that it tells your customers we relate to you, we understand you, we are like you.
There are plenty of brands with a great story behind them, one of them is TOMS. A brand like TOMS shoes uses their story as a bedrock of their existence. The tagline, “One for one,” means that for every purchased pair TOMS gives a pair of shoes to someone in need. TOMS exists to improve lives.
2. What are your current digital marketing channels?
Have you audited your digital marketing channels and analysed the data you’ve gathered? If not, then this is the perfect time to get it into your busy schedule if you want your business to grow. Analyse your current channels, which are bringing you traffic and revenue? Are you focusing on all of your digital channels or just the main 2 or 3?
Are you using any analytics platform such as Google Analytics to track your data? It’s a great tool to get you started and there are tons of content on YouTube to help you get started.
Start with a question in mind and look for KPI’s that are critical for your digital marketing. Here are a few examples:
How big is your audience currently?
Check your social media followers, website visits, email subscribers list, advertising reach.
What you know and what you have learned about the audience till now?
Look at the demographics, their interests, what challenges or pains they have that you can solve or unmet needs and desires.
How visitors search and find product/service that your company offers?
Try to find yourself by different keywords on Google search, analyse the keywords trends using Google Trends and search volumes using Adwords Keyword Planner.Don’t forget to check what your competitor is offering and their messaging.
What process do your visitors follow to complete their purchase?
Map your customer journey and channels they use to complete the journey. What devices do they use to initiate or complete the journey? mobile? desktop? tablet?.
Your website performance?
Keep the eye on the bounce rate, high bounce rate means that your website is not providing relevant information to your current visitors. Make sure your website speed is no more than 4 seconds, you can test your site here.
What is your current conversion rate?
Make sure you have set the goals using Google Analytics, if not, here is a great article that explains how to do that.
By asking questions and finding the right metrics, you will be able to obtain real data and create a list of actions to improve your current channels and create new content for your customer journey.
3. What are the Key Actions to achieve your goals?
The plan has no value without implementation. If we are serious about building our brand and delighting our customers with the best experience, we need to FOCUS on the goals and key actions.
Here is an example of two goals and key actions to increase high-quality website traffic and optimise the conversion rate:
To measure the impact of the actions, we need to monitor the KPI’s reviewing them periodically.
The power of digital marketing habits
The brands who are constantly promoting their work, case studies, products, events, shows, books, articles, videos, songs, podcasts… they are on top of our social media feeds, on top of the google search results, visible in our inbox and highly on demand.
Consistency and Creativity are the two habits that separate companies from their competitors. If you want to boost your sales, raise brand awareness, regardless the size of your marketing team, your content must be consistent with what you do, offer or promise.
I hope you’ve enjoyed reading this article, and If you need any assistance to write down your digital marketing plan, contact me for a free consultation.
Our digital marketing plans have been executed in companies featured in Forbes, BBC News, The Telegraph, Antena 3, Onda Cero and other national media.
Author: Donatas Gricius, Co-Author: Matic Kasnik