At the onset, we have to be on the same page with the team as we work on a digital marketing project and the approximate rates that go with it. It is a no-no to assume that everyone understands the flow and budget allocation. During a boardroom meeting, we all agree to boost sales from the website; we like to convert a percentage of Facebook fans to buying customers in one country (say, the Philippines and New Zealand); we aim to drive service awareness leading to opt-in email submission and client trial. Sounds exciting! But the next question must be: how to do this exactly given the online assets and other available resources? We cannot begin and end in limbo. There must be concrete plans to follow.
Here’s a quick checklist before you progress with your internet marketing effort:
1. Set the goals and plan ahead. Given a timeframe, what should we realistically accomplish? Improvement on the Search Engine Results Page (SERPs)? Reach target followers on Twitter? Gain specific number of inquiries via Facebook’s private messaging? You’ve probably heard this during marketing class that the goal must be kept SMART—Specific, Measurable, Attainable, Realistic, and Time-bound. Include SMART from the first day of planning.
2. Identify project scope. Digital marketing has a huge sphere so it is relevant to discuss the process and expectations. What’s going to be the priority? Perhaps implement Search Engine Optimization (SEO) strategy within the first six months and simultaneously work on social media engagement using Facebook and Twitter? If there are rows of websites to work on, which one to start? And then apply Pay-Per-Click (PPC) on the third month depending on the site performance? What’s going to be the basis of a good site performance?
3. Follow a timeline. What to be accomplished this week and the coming months must be listed. Some items may not be done in details as exact activities are probably not clear yet but the overall tasks should be determined by using a Gantt chart.
4. Assign who’s who. Who is doing what? Who will answer technical inquiries? Who will write the blog? Who’s the point-person in releasing creative materials? Who takes charge of coordinating with industry bloggers? If one aspect did not work right, it is easier to address the concern by talking to the person and immediately troubleshoot the issue without paralyzing other functions. It also helps each member of the team own their responsibilities.
There is no magic spell in digital marketing and everyone’s active contribution plays a huge role to achieve success. Ready to start a campaign?
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