Not only because it entails choosing the right channels to monitor, but also because the structuring is done around an analysis of the reference market, research done to identify your target and objectives.
It’s always good to distinguish between short, medium, and long-term goals. In order to define them, you’ve got to focus on the needs of your business, strengths and weaknesses and the parameters within which to work. Not all of a company’s objectives can be pursued online, and so the right question to ask is more specific: What do I want to achieve with a digital marketing strategy?
Also known as “brand awareness” is essential to a small business that needs to make itself known and to establish its market presence so that it may become ever more "memorable" in the eyes of the public. When we look at brand notoriety, impressions and clicks are the key performance indicators (KPIs). KPIs are the tools we use to collect data that we analyze in order to observe the progress of your digital campaigns.
If your business relies on an e-commerce site, then sales are obviously a goal for your growth. In this case, conversions (i.e. purchases) are an important KPI, as is the cost per conversion in terms of advertising spending as well as the overall return on advertising spending (ROAS).
Do you have a brick-and-mortar shop and a product that is difficult to sell on the market unless you have direct contact with the customer? Then your objective is to collect data and leads. Provide clients with an opportunity to contact you by filling out a designated form. Then contact the client to finalize the sale.
The goal in some cases is to persuade the user to perform actions on the site that are functional to your business. Some actions, such as subscribing to a newsletter or downloading an app, are performed directly online. Others, like downloading coupons, reviews or pdfs, serve to encourage users to visit a physical point of sale.
Once you’ve established what your goals are, it’s time to think about communication channels. The question we have to ask is: Which channels are best suited to the promotion of your business? Internet tools are not created equally and there is no one-size-fits-all strategy. In addition to considering your own goals, therefore, it’s crucial to think about your target market. If, for example, your “typical clients” are in their fifties, then advertising on Twitch or probably even on Instagram will be ineffective. At Oniro we strongly believe in the adoption of omnichannel or multichannel strategies, but it’s important to understand the differences among the various tools in order to take full advantage of them. Publishing “everything everywhere” makes no sense. In fact, in doing so, you only risk wasting your advertising budget. Instead, it’s more beneficial to try to employ specific tools to reach a certain audience in a particular way.
In order to comprehend the discourse surrounding channels, you must be familiar with an important digital marketing concept: the funnel. The funnel is a sort of “purchase tunnel” through which the consumer becomes aware of a product/service. The desire to buy it then rises in the consumer and, finally, he/she completes a transaction.
A purchase or the filling out of a form are goals that are almost never directly achievable once your business is online because the client must first be convinced that the product is reliable, that you are professional and that your skills are better than those of your competitors.
Think of it as a path, a tunnel, in which we can employ different channels and even different communication tools (images, videos, stories) in order to reach your ultimate goal.
Digital marketing for higher goals
