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The digital world today brings us connectedness and convenience but only if it’s well-curated and cultivated - for enterprises of any size, maintaining an online presence is not a luxury but an absolute necessity. About 15 years ago, only a few knew about the Internet and used it. Today, people around the world use it daily. People spend almost 6 hours on digital media every day. According to MIT Technology Review, out of seven days a week, the average American consumes an entire day being online.
These stats clearly indicate that digital marketing is one of the most powerful ways of building brand presence. It is at the center of your clients’ customer experience and provides a variety of service, utility, and access to invaluable information. With that kind of data, you can plan and implement an online presence campaign for your clients.
Identify Your Client’s Audience
The first step towards improving your client’s online presence is having a clear definition of their target audience. If you run a campaign without identifying them, you won’t have a clear target. That will do a disservice to your client as well as to your reputation as a digital marketing agency.
You shouldn’t try to appeal to everyone because it’s not possible. So, even if your client wants that, you should explain that one must be specific and clear with who they’re speaking to and keep missing your target. Are you targeting women aged 23-39? Who are they? What do these women like to do? Are they single or married? Where do they go shopping? Your job will be a lot easier once you know these things.
Next, can your client’s product or service meet the needs of the target audience? You can do your job only if the client sets realistic expectations and goals. Can the target audience afford these products or services? Do they need it? Are they willing to pay for it? What makes their products unique and different from the competitors’? What social networks are the target audience using and how often? You need to compile all this information to know how to implement a successful digital marketing strategy.
Define the Budget
The client’s budget will largely define your actions. If you put together a proposal, they might turn it down because it’s not within their budget. After you talk with your client about their target audience, goals, and available resources, you can figure out the amount of work needed to fulfill those goals successfully.
Plan and Run a Strategy
To thrive in excellence, you need to be on top of all the marketing trends and tools. Potential existing customers use digital communication to find a business. They use channels such as social media, digital advertising, and search engines. Consequently, you can focus on using one or more of them to boost your client’s online presence.
Analysis
First, you do the study. Then, you engage in implementing a digital marketing strategy. You must know the digital landscape before you enter it. Run a competition analysis, elaborate on goals and key performance indicators (KPIs), and define potential ups and downs.
Plan a Digital Marketing Campaign
Before you begin with any digital activities, you need to craft a digital marketing plan and have it approved by your client. The purpose of this plan is to help you through the research process and clearly articulate the objectives of your digital initiatives. Also, it should contain a defined ideal buyer persona as well as the channels you will use to go after them and how. Every digital marketing plan includes:
- Market research
- Competitor analysis
- Goals and objectives
- Value propositions
- Audience setting
- Channel strategy
- Activity implementation
- Measurement
Implement the plan
Once you have everything planned out, it’s time to execute the plan. Your team of experts should brainstorm for digital solutions. It includes social media profile optimization plans, advertisements, campaigns, websites, and content creation and curation strategy.
Tracking and monitoring
With the right tools at your disposal, you must track and monitor the performance of your digital project. Everything must be regularly maintained and optimized regarding technology and content. Adjustments and optimization are critical to your success as today’s digital landscape are highly disruptive and unpredictable. Therefore, your digital marketing team must check project performance and progress as well as implement the necessary adjustments.
Use the Right Tools for Online Presence
Areas of digital marketing often overlap, are interdependent, and produce a myriad of benefits. To boost your clients’ online presence, you can:
- Produce quality content
Relevant and fresh content is essential for effective communication and SEO. Write blog articles and case studies, use the power of imagery, and produce excellent video content. Share information about their business, products, services, or future projects.
- Use imagery
Improve the aesthetic of your client’s website with strong, original imagery. You can use personal and original photos or opt for paid stock photography. Original visuals will help connect your clients to their customers. For photo editing, you can select either free online tools (which can be quite powerful) or licensed photo editing programs.
- Google Analytics
With Google Analytics, you can capture a wide variety of data to determine how much traffic your client’s website is receiving. Also, you can discover where it is originating from and how their audience is finding them. By tracking the right insight and metrics, you will know the results that each of your actions produced.
- Engage in social media
First, you should find out where your client’s target audience spends most of their time. You should devote your time to 2-3 social outlets, such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, etc. There’s no need to utilize them all – there’s no point to be present on a network if the customers aren’t there.
