digital marketing for beginners
When it comes to any digital marketing campaign, the first step is always research. You need to completely understand your audience, so that you can both create a campaign that focuses on their needs, and know the target demographic when you actually launch your campaign.
RESEARCH YOUR AUDIENCE
There are three main ways in which you can find out more about your target audience – competitor research, analytics platforms, and through social media. And once you’ve determined who you’re marketing to, planning the campaign should be relatively simple.
There are many ways you can go about this, but sometimes simplicity is best. Start by looking at the sites of your competitors, and seeing what works well for them. What is the layout like, and do they have a help section? Have they got a blog, and if so, what sort of topics are they discussing? What are their unique selling points?
You can look at the visuals too – although these may not mesh well with your brand, you can often get a good understanding of the target audience by looking at the images on a site. Bright and colourful pages with lots of graphics generally means a younger audience, while corporate sites are easy to spot with their clean lines and simple design.
Google is slowly taking over the world, and analytics is no exception. Google Analytics is incredibly helpful when it comes to researching your audience, and you may even be surprised by demographics you’re missing out on.
Within Google Analytics, you’ll find an audience insights feature, which will give you a lot of information about your audience, such as:
- Their age range
- The gender split
- Their geographical location
- Common interests
- Devices used to get to your site
Google’s Search Console furthermore allows you to see the phrases people typed into their search engine before landing on your site, and their Keyword Planner will inform you of highly ranking keywords and help you determine which keywords to bid on.
There are other platforms that are helpful to use when working out what your competitors are doing, and ways to improve your SEO though. For instance, Semrush is a fantastic tool, and they also have loads of helpful guides and articles you can use to improve your campaigns.
Social media is not just a great way to connect with your audience, it’s also an area in which you can learn more about your target demographic. The best place to start is probably Facebook, as they have loads of great insight tools which will show you metrics such as who is liking your page, and what these people have in common.
Within your Facebook Business Manager account, you can then find lookalike audiences, so that you can target people who have similar interests to those already interested in your content.
After you have thoroughly researched your audience, you can start to think about the aims of your campaign. Are you just looking to increase brand awareness, or do you have a target in terms of traffic, revenue, or conversions?
Once you have your primary goal in mind, you can start mapping out the ideal customer journey. Marketing is often referred to as a funnel – the more people who enter into the wide funnel opening, the more people who will make it to the bottom of your funnel and make a purchase.
So take into consideration each stage of this funnel – how will you reach a large audience initially, and then what is the process to get to the next stage? You’ll need clear and cohesive calls to action and lots of selling points along the way, but ultimately great marketing is about adapting and experimenting with different strategies.
plan your budget
Your budget will generally be determined by a combination of how much you can afford to invest in your marketing campaign and what goals you’re trying to achieve. Most businesses don’t have an unlimited marketing budget, so you’ll need to carefully consider which channels will give you the best return on your investment.
If you can only afford to spend on one platform, such as Facebook, it’s better to do this than spreading yourself too thin. Having a smaller budget for each channel will generally result in low engagement across all platforms. Once you start to see success with your primary platform, you can then start to invest in others.
speak to experts
If you’re a complete novice when it comes to digital marketing, it can be a good idea to speak to experts like The Pineapple Agency. You may not be able to afford the expense of hiring a full time marketing manager, but with an independent agency, you can decide exactly what services you need to expand your reach.
To talk to one of our digital marketing experts today, simply get in touch with us via our Contact page!