Digital Marketing Strategy

Develop Your Marketing Objective with Radian Web

Defining Digital Marketing Strategy:

Digital Marketing is about actively creating and maintaining a Campaign Ecosystem.

An Ecosystem is defined by Customer Personas, Media Types & Key Messages within each Awareness, Consideration, Conversion & Re-Engage section of a typical Marketing Funnel. Each Ecosystem is built around a particular Campaign Objective.

Campaign Objectives:

A Campaign Objective is a third subset from a Business Objective so this must be clearly defined so that we can move from a Business Objective to Marketing one and to finally a Campaign Objective.

Each Objective will use SMART Goals - Specific, Measurable, Attainable, Relevant & Time-Bound. EG: Increase Brand Awareness of Radian Web's Digital Transformation Service to receive 40 Quality Leads in the next 6 Months.

Defining The Customer:

A Customer Persona will be created via Job To Do methodology and then detailed further into Demographics, Searches, Likes & Connections just to name a few. This will allow us to show the right media to the right persona.

Type of Media:

Each Ecosystem will be funnelled with Owned and Purchased Media that directs each User through to a rich landing page. Such Media will be Google AdWords and Social Media Posts.

Media content will be created and proofed prior to sending and a Media Plan will be established for future posts.

Metrics:

Each Campaign will be measured via Google Analytics, LinkedIn Insight and Facebook Pixels. This will help us define whether the Campaign and Marketing Objective is considered a success.

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