1. Clearly Define Your Objectives
Know what you want your brand to achieve, before you create a digital strategy. Set KPIs so your digital campaigns have clear goals for each channel, that directly support your business objectives.
2. Build A Full Funnel Strategy
Take your audience on a journey. Awareness, interest, consideration, conversion and retention are all important stages for your brand. Explore which digital channels are best for your brand to drive the results you want to achieve.
3. Creative Is Key
No matter how smart your digital strategy is, the creative assets drive the results. Studies show that creative is the leading driver of sales. Get results by investing in quality creative that is tailored to the channel.
4. Social Is a Major Player
Optimise channels like Facebook to support your brand across the marketing funnel. Be clear about what branding, consideration and conversion looks like within this channel and as it supports your overall strategy.
5. Run a Targeted YouTube Campaign
YouTube is a powerful channel but it can’t be a dumping ground for your old TVC. You need to build effective creative, utilising bumper ads and longer-form ads, and reversing the story arc to hook your customers early and encourage throughplays.
6. Harness the Power of Display
Tap into the strength of Google’s network and audiences to reach potential customers in your target demo, who are active on relevant websites and apps. This can be a great channel for remarketing to get those interested potential customers over the line.
7. Be At the Point Of Consideration
Google Search is a key part of any digital strategy. Support upper funnel work by being at the point of consideration. Run a strategy both to defend your brand’s presence in search as well as appear for key industry terms to grow your business.
8. No Channel Is Siloed
All channels – online and offline – are working together to drive your business objectives. Understand how running branding campaigns in channels like YouTube impacts your success in Search. A remarketing strategy in another channel like Display will engage users that have been to your site and not converted.
9. Mobile Optimise Your Website
In the digital realm, mobile is king! Your website needs to provide the best user experience on mobile. Slow loading times will not only deter your customers, but digital channels like Google will penalise your advertising performance.
10. Embrace the Power of Data
It’s imperative to collect first party data for your brand to utilise in advertising. Whether it is communicating with them directly through owned assets (email, website, and more), or finding lookalike audiences that closely match your customer base, utilising first party data is a powerful and cost-effective way to acquire and retain customers.
11. Optimise, Optimise!
The beauty of digital is you can adapt as you go. Be flexible. Clearly measure your campaign and adjust it accordingly, shifting budget to where you can best meet your objectives.
12. Test and Learn
Don’t be afraid of trial and error. Digital is a fast-moving landscape, and something that may have worked 6 months ago might not work the same way now. Experiment within channels and with new ones, trial out different campaign messages, find out what works best for your brand.