There are steps that the digital marketer should include in the digital marketing playbook. These steps could be incorporated into a workable framework which can then expand into a set of workable plans. The framework should involve the following four steps after the strategy and goal setting exercise has been completed:
You need to fully understand their audience. You should know its media habits such as which device they prefer to use – and when they use it. The online landscape changes rapidly so resources should be adjusted to suit. A listening audit should be carried our to make sure that the chosen channels in the marketing plan are the same channels the audience uses. A benchmark can then be set for each platform for the campaign with associated KPIs.
The build phase of a campaign could be as simple as creating a content calendar, developing training for the team, or designing a creative brief for the agency. Whatever the build phase contains it is important that it ties in with the digital strategy and overall business strategy.
Whilst a content calendar is easy to create, it often forms the core of all marketing activity. It might contain details on how many social media posts to create, or when to write a particular blog post. You should manage the differing types of content that goes on what channel, and when it should be posted.
Customer engagement does not often run how the marketer predicts it will. You must set out how to respond when dealing with enquiries, information, complaints, dissatisfaction and customer anger. Each style of inbound comment, should be assessed for tone and manner, responded to and considered. The customer engagement framework therefore must take these situations into account.
An example of an engagement framework is shown below:
It is important to recognise the differing amounts of effort needed to produce content on different channels. Whilst it is easy to take a picture and upload it on social sites, full production videos with voice overs take considerable effort and should be built into the plan.
Above all, your engagement strategy needs to be workable for your brand. Your primary goal is to encourage conversation.
It is also important to track the metrics that show that the campaign has been successful. Often marketers focus on easily accessible metrics, such as followers, likes and shares. These metrics, whilst useful are not actually as important as other quantitative and qualitative metrics.
Whether that metric is, make sure that each set metric matches the original defined objectives. If you want to understand what people think of your brand the stated objective is listening.
Monitoring success is easy – but getting the correct measurements that actually mean something – is much harder than you think. Creating your all-up marketing campaign will take significant time, and resources. Maintaining, monitoring and optimising the campaign will take even more time. Make sure you plan for it to be a success..