When It Comes To Digital Marketing, One Size Does Not Fit All

Posted 11.09.2018

By Mutsa Munyawiri

When it comes to creating a digital marketing strategy, it’s easy to assume that all tactics and channels are created equal. If you had the chance to read our post on the benefits of digital marketing, you’ll know that there are plenty of benefits of integrating digital marketing into your current marketing methods. However, it’s vital to tailor your approach to your brand and business. Furthermore, defining your digital marketing approach is not as straightforward as a copy and paste job; not all digital media is comparable.

Another classic assumption is that marketing tactics that have worked for other businesses, will work for yours. This thought process is usually geared by the sheer success of a campaign or perhaps that the business in question has a similar business model. Both points can easily mislead you into investing in marketing functions that don’t adhere to your goals or that aren’t relevant for your audiences. If you take this approach with a trial and error mindset then that’s fine, testing plays a crucial part in digital marketing.

We’re not here to tell you that it’s difficult and that you’ll spend a lot of money, effort & time trying to figure what will work for you and so you should just give up now. Building a digital marketing strategy can be a fun and insightful process; not only will you have the opportunity to learn about what your business could achieve in the digital-sphere, but the process also will allow you to become creative in your thinking, when it comes to engaging and converting your target customers.

You can approach crafting a digital marketing strategy in a number ways; for us, one of the first things we consider when creating a strategy for our clients, is outlining their performance goals, also known as KPI’s. Then, we define a conversion funnel; in which we extract the core elements of a client’s business (services or products), define specific user/ customer journey digital touchpoints for each and then we devise a plan to create the path to conversion for potential customers.

Examples of conversion funnels for two very similar businesses

Conversion Funnel Example

As you can see, even though both furniture shops sell a similar product and have online presence, they’re paths to conversion differ based on the steps that customers need to take in order to convert. That’s why it’s important to consider a some key factors before jumping head first into a marketing approach that may cost you more than you think.

Factors to consider when deciding which digital marketing methods are right for you

Bespoke Digital Marketing

Even when you’ve narrowed down the list of tactics or tools to use and put together a strategy, it’s good to keep in mind that there’s always room for failure. As shown in the above graphic, smart measurement is key to getting the most out of your digital marketing endeavours.

Bespoke Digital Marketing

It’s also very important to keep in mind that peaks & troughs are very natural and incredibly valuable for gaining insights, the most successful digital marketing campaigns are those that are fluid and flexible. It’s easy to get caught up in the success of another businesses success and to be discouraged by your own results, but the most important thing to remember is that with testing comes improvement and that’s where Frogspark comes in. With our team of experts and dedicated digital marketing account managers, we can craft a digital marketing strategy and campaigns tailored to your needs to get the results you want. Get in touch today to find out more.

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