- The business goal that will determine the success of the digital marketing initiatives
- The persona(s) that will be targeted
- The content that will be created for the target persona(s)
- The distribution channels of the content
- The people, processes, and tools that will be required to support your digital marketing initiatives
- Digital marketing reach
- Website visits
- Customer acquisition from digital marketing
- Customer support request
Digital Marketing Reach
- Organic search: traffic that comes from non-paid search results
- Paid search: traffic that comes from paid search engine marketing
- Referrals: traffic that comes from a third-party website that links to your site
- Direct traffic: traffic that does not come from any referring URL or source
- Social media: traffic that comes from a link on a social media site
- Email marketing: traffic that comes from a link within an email
- Other campaign sources: traffic that comes from any other source, typically generated from a targeted campaign
In order to track the return on investment of your digital initiatives, you will need to track customer acquisition. Customer acquisition can be tracked either manually or automatically. Many digital platforms allow integration to an organization's customer database in order to track customer acquisition. Integration to company databases can be complex and potentially cost prohibitive. Therefore, some organizations choose to monitor customer acquisition through digital media channels manually.
Customer Support Requests
Targeting Digital Personas
Personas are "Fictional characters created to represent the different buyer types within a targeted demographic, attitude and/or behavior set that might engage with a site, brand or product in a similar way. Personas are groups that you define to represent the different buyers you commonly come across in your marketing and sales process."
The Buyer's Journey
- Awareness Stage – This is the stage where buyers know they have the symptoms that may be caused by a potential problem but are not sure how to solve their problem yet. They may be enticed by analyst reports, eGuides, White Papers, educational content and eBooks
- Consideration Stage – This is the stage where buyers clearly know what their precise problem is and are looking for the opportunity to solve this problem. Throughout this stage, the buyer is committed to researching and understanding how to solve their problem through a variety of solutions. Webcasts, videos, expert guides, live interactions and comparison white papers will help them move on to the Decision Stage.
- Decision Stage – Throughout this stage, the buyers have not only realized their problem, but they have also drilled down on a specific strategy for the solution. They have researched supporting documentation and are on their way to a full decision. Throughout this stage, they are interested in the pros and cons of the solution, vendor comparisons, trial downloads, product literature and live demos.
Your Company's Website
Your Company’s Blog
Text and Instant Messaging
Online Content Networks
When it comes to learning any new skill, it is essential to start with the fundamentals. Without a solid foundation of knowledge, creating a digital marketing strategy can seem like an insurmountable task. By the same token, when you understand how the different aspects of a digital marketing plan - from social media channels to digital platforms - work together with the buyer's journey and your marketing personas, you can start implementing a strategy that actually works.