Getting started with digital marketing requires a strategy that connects your business goals, buyer personas, analytics and budget. Start by understanding why you want to do digital marketing – what high level business goal are you trying to assist? In many cases, this will be to increase sales or leads, but you may also have a goal to increase brand awareness, for example. With the goal in mind, you must now define who your buyer personas are. It’s always best to define your personas by behaviours and attitudes rather than solely on demographic data such as age, gender, location and socio-economic status. Flowing from your personas will be information on how to best connect with your target audience. This should be used alongside current website data and channel data to determine which digital marketing channels will be the most suitable for your business.

Examples of digital marketing include SEO, Google Adwords, Facebook Advertising, Landing Page creation, conversion rate optimisation and more. Looking for some more inspiration? Here are some case studies that prove you can achieve the goals and ROI’s you’re looking for – click here

A digital marketing strategy is a plan of actions created to help achieve company goals. These actions take place on carefully selected online marketing channels and can be free or paid. The strategy should incorporate digital marketing actions that support your higher business goals. The digital marketing strategies created at Arcadian Digital take into account longer-term (for example, annual goals) as well as shorter-term quarterly goals to ensure we’re constantly checking in on progress towards the high-level business goals.

Whether you’re creating a new digital marketing strategy or looking at your existing campaigns, it can be difficult to work out what the best form of digital marketing is and where you should focus your efforts and budget. Unfortunately, many agencies prescribe the same type of marketing to every client. At Arcadian Digital, we understand that every business is different and therefore requires a bespoke digital marketing strategy. The best way to find the most effective strategy for your business is to look at your customer base, your business structure and your business goals before beginning your digital marketing journey. Using data from previous campaigns can also help decipher what types of digital marketing converts and what works for your business. Once you have digital marketing in place, it’s important to monitor and measure the results – and be flexible to change – so you can find the most effective digital marketing mix for optimum ROI.