“How do you come up with our digital marketing strategy?”
It’s one of the most common questions that marketing agencies hear. And it makes sense. Marketing can feel like a complicated beast, from the layered tactics to the bottom line.
And, as a business owner, you want to feel like you’re making the best investment possible.
We understand the weight of this decision. At Zoe Marketing & Communications, we’ve helped clients fine-tune their marketing for 40+ years. We want you to feel empowered about the factors influencing your marketing plan. It all comes down to your top goals, including:
This article will help you see how these goals affect your strategy and budget. You’ll walk away empowered to pinpoint your goals — and approach an agency with confidence.
1. Boosting brand awareness and engagement
Visibility is where it all begins, and it’s often a constant goal in marketing strategies. These tactics can include:
Targeted display ads, which appear on websites and apps based on browsing behavior, interests and demographics
Email marketing, which delivers engaging messages to lists of curated subscribers
Programmatic, which provides digital ads based on real-time audience data
Strategic media partnerships, which leverage existing audiences aligned with yours
Strategy for brand awareness
This strategy casts a wide net and creates meaningful interactions with your audience. Here, your partner agency should be looking to:
Gain broad reach through various channels
Deliver shareable, engaging content to spark conversation and interactions
Build community through tactics like social media groups, forums and events
Foster brand partnerships to tap into new audiences and gain credibility
You’ll see success over time by measuring the impact of these efforts on brand perception and audience growth.
Budget impact of brand awareness
Growing your presence and fostering connections take time and steady investment. The main factors that influence the budget are:
Diverse channels. It’s common to spread a budget across various platforms to maximize your reach.
Content that draws people in. This starts with social media posts and ad and email copy. It often expands to blog and website content.
Promotional activities. Social media ads, giveaways and sponsorships are examples.
Analytics and monitoring. Track brand mentions, engagement rates and people’s sentiments to gauge campaigns’ effectiveness.
It’s essential to consider “reach,” or how many people you’re sending your messages to. Plus, consider the frequency at which you’re doing it.
It can be more cost-effective, for instance, to send one email to a smaller audience. Then, follow up with retargeting emails to those who opened the email. That builds awareness with a more interested crowd. And they’re more likely to take action.
2. Ranking higher in search results + increasing web traffic
When people are searching for you, your products or your services, you want to appear in those results. Here, a typical mix of approaches can include:
Michele Potts is sales director for Zoe Marketing & Communications. Constantly evolving during her 20+ years in the field, she values building trust and helping clients in various industries understand the basics of complex digital marketing.