Traditional Marketing is very different from Digital Marketing. Sure, some elements are the same. But there are some real benefits to digital marketing that you may not be taking advantage of or even know about. Having a clearly defined strategy is imperative. According to an informal Smart Insights 2012 poll, 69% of responding organizations are using digital marketing but have no strategy. No plan. Yikes.
With traditional advertising and marketing, awareness and exposure are important. Branding, messaging, and positioning are basics. Same goes for digital advertising but with digital, you can learn more about your potential clients as they navigate online whereas with traditional, you don’t really know for sure if someone saw your ad while paging through a particular magazine or looked up during their commute to see a certain billboard, or walked out of the room when a commercial came on.
With digital advertising, it is possible to track mouse movements, know exactly who clicked on what, and even see where website visitors bailed out of the sales process. This information is in abundance, and even better, it is inexpensive to come by.
But because of these invaluable differences, digital marketing planning must take a different approach than traditional marketing planning. When a website visitor clicks on an ad, it is important to continue the sales process in a way that makes sense and is engaging. Simply sending the visitor to your home page is not acceptable. This is a very different concept for traditional marketers.
In this age of engaging online interaction, the result of clicking an ad needs to maintain the visitor’s focus and interest. Appealing specific landing pages should be created to track and capture a successful campaign. Leading visitors through your targeted sales funnel is a huge benefit of digital marketing, as compared to traditional campaigns where it is not nearly as easy (or inexpensive) to target prospects.
So as you set about the task of planning for your digital campaign, here are some elements to think about:
- What path do you want visitors to take? Carefully consider this as you build your online sales funnel.
- What and how many different landing pages make sense and what is their message?
- What will be the call to action on each landing page?
- What is the ultimate goal?
- Identify all the pages the customer will encounter prior to (and even after re: a thank you/confirmation page) completing the ultimate goal.
- Create a sales funnel in analytics.
- Load a conversion code to follow the ROI of the advertising.
- Create some tests to refine the ads, the landing page design, and the calls to action.
And should the best laid plans go awry, don’t fret. One of the biggest advantages of digital marketing is the ease in which you can make changes on the fly if something isn’t working the way you might have hoped. Having learned something and making the dynamic change is what makes digital so effective. Give it a try. You’ll like it!
Driving Point: Plan. Engage. Tweak. Repeat.