How to build a successful advertising strategy using online and offline advertising [1 part]

Many managers believe that running ads on a channel will automatically lead many customers. Actually, all ad campaigns combine more than one ad channels - online and offline.

Which channel is best for advertising? There is no easy and definite answer. It all depends on the kind of business, industry, goals, competitors and targets.

The traditional advertising model is to advertise widely by reaching as many people as possible. It has its positive aspects, of course. And it is the only way more users to learn about your business.

В дигиталния маркетинг лесно може да откриете и отрицателните страни на този подход. Ако показвате бизнеса си пред хора, които не се интересуват от него, това се отразява отрицателно на вашия сайт. Потребителското поведение показва на Гугъл, че този сайт не си заслужава и той забива в безизвестността.

With advances in technology, many companies have decided that they can shrink their advertising budgets as more targeted ads can be made. The truth is that we are always under the influence of advertising - everywhere. Even if we do not think about how some of our messages get stuck in our minds and then we're making a decision about buying much easier / Strategy Top of Mind/. The right mix and usage of the various online and offline channels build a comprehensive marketing strategy and bring many benefits, one of which is sales growth..

The choice of content and the way of communication in the channels is tight, although at first glance it seems easy. It stems from the fact that the specifics of each channel must be known - whether online or offline. Which channel in which part of the customer journey is and how users interact with it? Answers to these questions give a clearer picture, and what results we can expect from it.

Digital marketing strategy is important for any business looking for growth, but how can you create an effective strategy?

More and more companies are entering the digital marketing environment, hoping to achieve broader goals, but not all of them start by creating a complete marketing strategy.

Much of the business does not have a specific plan or strategy for their marketing efforts, which may affect their long-term goals. Even the smallest company using digital marketing needs to document their strategy in a way that will help track the goals and results.

1. Defining objectives

The first step is to set the goals for your business so that you can define the steps needed to achieve them.

  • What does your company want to improve?
  • How can you turn the plan into action?

A series of questions can lead to the right answers or even create new problems that you probably have not thought of. These questions will give you a better idea of how digital marketing can help you by providing you with the motivation to continue working for your business growth.

2. Analysis

The analysis will help you better define yours:

  • audience;
  • business;
  • goals;
  • assets - Own channels - a site, a blog, a presence on social media and everything that belongs to your business.Earned media includes everything that others leave for your business - reviews, references, shares, articles that mention you, guest posts, and the best - to talk about you "word-of-mouth". Paid media means what you get through paid promotions and can include Google Ads, paid social media, local advertising, and everything else, which provides for increased visibility at extra cost.

It's time to identify your buyer personaIn the next article, you can find information on defining it. Also, start analysing your existing assets and digital marketing channels to find out what you've achieved, who works, and what can be improved.

3. Planning

Documenting the goals and existing assets leads to the real plan of the digital marketing Strategy.

  • How can you turn goals into action?
  • What are the main priorities once you start with digital marketing?
  • Which channels should you use?
  • How many team members will you need?
  • Can you describe short-term and long-term goals?

There are many types of plans that can make your digital marketing strategy easier, each having different uses:

  • Weekly and daily operational plans;
  • Plans for campaigns;
  • Annual plans;
  • Long-term vision.

Each plan will help achieve the ultimate goals and promote your business to stand out from its competitors.

4. Implementation

It's the step in which planning becomes effective. The more detailed the plan, the higher the chances of avoiding surprises and being executed smoothly.

When the campaign is about to begin, the team must be ready to cooperate to complete the tasks and ensure that you meet the goals. Previous planning is always useful, but that does not mean you should follow all detail.

During the implementation of your strategy, there must always be room for experimentation, creativity or even reaction if there is a change in the last minute.

  • Is there a channel that does not work as you expected?
  • Did you find a new opportunity to help your campaign?
  • Is there a change in the goals set?
  • Do you know your audience?

The good thing about a digital marketing strategy is that everything can be done on the move - to be adjusted and optimized. If you are still hesitant to give a precise answer to the above questions, then you should certainly review your plans once more.

5. Measurement

Measurement of results should be possible at each stage of planning and defining KPIs (key performance indicators), performance and analysis of what works and what needs to be improved.

There is no need to measure actions that are not relevant to the set goals. Focus on the key metrics that match your goals.

A clear definition of your key metrics helps you measure your strategy and analyze the results you have received from your campaign. You should also answer the questions - Which brings me closer to the goal and Which needs to be improved the next time.

6. Optimization

After the campaign results are measured, the optimization step follows. Once you have answered the questions of the previous paragraph, you already know what to optimize. So repeat constantly points 5 and 6 each time for your next campaigns.

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