Can’t outsource marketing services? Use this do-it-yourself DIY marketing resource for digital acquisition channels. Below is the outline of a digital marketing strategy.
What is your Small Business size and structure?
The point of these questions is, who will do the work I outline in this digital marketing guide?
You need a deep stretch (mind or body) before doing this stuff.
Any interactive media you control, viral and can track.
Each business, product and service is unique, and your approach to getting customers differs.
You may call them clients, buyers, patients, accounts, subscribers or raving fans.
Regardless of what you sell, you must have goals. That’s how you got here. Those goals should include stability, consistency and growth.
These are your starting points for company growth.
Evaluate and break into a new acquisition channel?
Get leads and buyers? Boost sales?
Consider your time, budget and various things you may need to do.
Jobs to Be Done JTBD states customers don’t buy products. They hire products to do jobs. These jobs solve problems in people’s lives. Think of different ways buyers can use your product.
Consider your product or service’s practical and emotional functions for your DIY marketing.
You’re really looking into and researching problems.
Customer personas are fictional profiles you create to help you personalize buyers. This exercise gives you insight and sparks ideas.
If done right, you’ve got at least one with a fake name, photo, bio, goals, and challenges.
You’ll use this persona to find a growth channel, create campaign assets, and more.
I created a Google Slide Document buyer persona creation template for you. Create a copy and begin entering the fields for a buyer persona.
Why do competitor research?
Find a company like yours doing what you want to do. They tested and executed many iterations to find the best way to grow.
Do you like their Google-ranked content? Their paid search ads? Their social ads?
Their social content?
You’d be surprised to know there are limited channels to grow your business.
Online Paid Marketing Channels
Content Acquisition Channels
Affiliate and Influencer Marketing
A growth campaign may had Paid Ads or at least Organic Social Media postings.
Any paid ad should land on a page relative to the ads content and message.
In fact, this applies to any time you send a user from one place to another, be congruent with your messaging, brand and style.
Google search ads require keyword phrases, ads and landing page and more depending on how organized you are.
Facebook, Instagram and Twitter ads require ad copy and images or video if you want. And you need to set up audiences, the people you’ll be targeting.
If you DIY then use Google Analytics GA4. If you’re using Universal Analytics now you have to transition before July, 2023.
XWebNow recommends using Google Tag Manager because you should also track any Paid Ad, social ad and organic social.
GTM let’s you do that with one tag on your website. Then you control everything within GTM.
Make full use of any Paid ad analytics or Social Media analytics. Each platform has excellent tracking and reporting.
Make sure you track conversions.
Know your key performance indicators KPIs.
Depends on your channel and campaign. There’s step by step campaign improvement SOPs for SEO, Paid Ads, Organic Social and Influencer Outreach.
You can do cold outreach and make improvements.
That’s the benefit of digital marketing, you can track and improve nearly everything.