In the third post in the Digital Marketing series, we would discuss  how to take those essential first steps in order to achieve online glory.

 

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Online goals
  • Step 1: Setting online goals

    The first step towards the online journey in setting up the goals which we want to achieve by going digital. A set agenda has to be there for going forward in the journey. This can be done through the following:

    • Planning: The most important aspect of setting up a goal is having a plan in place. What we want to achieve and how we plan to do it are equally important questions to be answered
    • Visibility: The most basic aim of any business going online is to improve its visibility and our expectations regarding the same should be analysed
    • Targeting: Online devices gives us many options to segment and target customers, therefore it is essential to establish separate groups and clusters In order to customize content
    • Advertising: Learning and deciding about the types of advertising to focus on- search, or display is also essential
    • Measuring: Finally, a success measuring toll should be in place, which could help us to understand our mistakes and better our campaigns

 

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Setting up your online presence
  • Step 2: Building our online presence

    The next step is to decide about the where to be more visible. There are a number of channels which may enable us to reach our online goals. Some of them are:

    • Directories: Local directories are the most basic requirement of any online entity. It is a good starting point, and also helps customers reach us while searching for products that we sell
    • Social media: Building a social media presence is the next step and requires a lot of planning and good execution. Platforms like Facebook, and Twitter enables us to engage with our customers, but merely having a presence on social media is not enough. Continuous involvement is desired.
    • E-commerce: Companies whose business involves selling pf products and services and wants to do so online may set up an e-commerce site to facilitate smooth transactions. But it is a complex process and requires dedicated effort to manage such a site
    • Application: The last leg of building an online presence is to develop a dedicated app where customers can be engaged. With the penetration of smart-phones, it is a good idea to have an app. But it is advised to go for it only after all the other channels have been covered

 

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Online Marketing
  • Step 3: Marketing your online presence

    The third and the most important step in building your online presence is marketing it symmetrically across the platforms. The main aim right now would be to increase the online traffic to your business, which can be done via:

    • SEO: An acronym for Search Engine Optimization, it is the process of positively affecting the visibility of a webpage/ site in the search engine’s unpaid (organic) results page
    • SEM: An acronym for Search Engine Marketing, it is a form of internet marketing that involves the promotion of a webpage/ site by increasing their visibility through paid advertising. Google AdWords deals with SEM in for its own search engines and partner sites. It has two sub-parts, which are:
      • Search advertising: This deals with the promotion of your business on SERP (Search Engine Results Page) via texts
      • Display advertising: This deals with the promotion of your business on the partner websites, app, video channels like YouTube, etc. via texts, images, videos, or animation
    • Social media: This deals with the use of various social media sites like Facebook, Twitter, etc. to promote your business
    • Email: This is an form of promotional activity which basically deals with sending commercial messages to a group of people via email

* More on these on upcoming articles

 

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  • Step 4: Analysis and adaption

    The fourth and final step is to examine your online success and modify your campaign accordingly.

    • Analysis: Today we have many data analysis tools to help us understand the pros, and cons of our campaign. We need to use it to realize the trend
    • Tracking: Tracking the customers through her customer journey (right from the time she decided to buy something to the point of purchase) helps us become customer-centric
    • Flexibility: By understanding what worked for a business and what did not, we can make quick changes in order to improve our campaigns, and we have to remain flexible in order to make those changes
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