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Effective Digital Marketing Platforms for 10 Basic Goals for Your Business

Your business exists because it has a purpose, and the marketing decisions you and your team make for your business should be based on clearly defined goals. The question is, do your marketing objectives support your goals and objectives? Take a look at these 10 common business goals and appropriate digital marketing platforms to use for each goal.

For definitions of the digital marketing platforms mentioned here, take a look at our article “The Glossary of Frequently Used Digital Advertising Campaigns”

If your goal is to…

Increase sales

If you’re looking to meet short-term sales goals, Google Ads and Facebook Ads can be great platforms to utilize. If your business includes e-commerce, Google also offers Shopping Ads that help your relevant shopping ads to show up at the top of the search results page.

Generate leads

Depending on the type of business you’re in, LinkedIn and Facebook Lead Ads can be a great way to generate leads directly on your advertising platform. Another tool that is vital for a lead-generation campaign on almost any platform is utilizing a custom landing page. When creating landing pages for your website, they should be straight-forward and contain messaging that matches the ad message. The form should appear above the fold.

Acquire new customers

“Targeting” is key if you want to attract new customers. Various advertising platforms available today offer customized ways to target your audience. Interest-based, look-a-like, and geographic targeting are just a few ways of targeting to get in front of new customers. When running marketing campaigns to acquire new customers, be sure to keep track the percentage of new customers visiting your website and see if that increases over the lifetime of your campaign.

Retain customers

Campaigns that include valuable and interesting content marketing are great for customer retention. E-news, social media, print pieces, events, and other types of marketing are great ways to engage current customers. Retargeting is also a key way to stay in front of current customers for repeat purchases or other product or service promotions.

Improve awareness

SEO improves your visibility in organic search results. Display advertising, impression-based social ads, and PR work can also be used to increase brand awareness.

Increase customer satisfaction

The first step to improving customer satisfaction is knowing what they think. Thus, getting feedback from your customers is key to increasing customer satisfaction. Consider hiring someone to perform a 3rd party survey or focus groups to get honest feedback from your customer base. The results will provide valuable information to help make business decisions and create marketing strategies.

Launch new product or service

If your goal is to launch a new product or service, answer these questions first: 1) What problem does this product or service solve for your client/customer? 2) What makes this product or service better than anything else on the market? 3) Who is the audience for this? 4) What level of sales and activity can your current team handle? In other words, if marketing is highly successful, are we ready to follow up with leads, sales, etc.? Without answering these questions, don’t try to market a new product or service. If you are ready, some of the marketing strategies you can use to market your new product or service include SEO, website, remarketing, email marketing, and digital advertising.

Re-brand or re-position

What’s important when re-branding is to keep your current customers in the loop and help them understand the benefits of your rebranding. Begin with updating your website, print pieces, and signages. Then, implement e-news, social media, PR campaign, and content marketing. Lastly, utilize paid branding ads.

Increase web traffic

One of the great ways to boost website traffic is click ads that are available on many different platforms today. SEO is also a vital long-term strategy for increasing web traffic. When you measure your total web traffic, remember to review bounce rates, average time spent on site, and where your visitors are located. Increased traffic is only beneficial if they are the right visitors.

Gain subscribers

To gain subscribers to your mailing list, offer an incentive or some other promise of valuable information. What can you provide that will be valuable to them? Once you have prepared the incentive, use it to request email addresses to add people to your mailing list. Ensure your emails are interesting and valuable, or you will be hit with spam complaints, lose subscribers, and possibly hurt your domain authority.

Thanks to modern technology that enhance advertising platforms and marketing tools, we are able to reach an audience more easily and with more flexibility. But it will be very important to know what methods and platforms to utilize and how to use them for different goals and situations.

If you would like further guidance on digital marketing specifically for your business, feel free to schedule a free consultation with a digital marketing specialist here.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand Insights Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand Insights Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.