At Ignitur, we want to help your internet-marketing campaign reach its full potential. Building your business into a recognized, successful brand is not easy, and is a long-term process. Our expert team has created a simple breakdown of a web marketer’s workflow – each part of the process we discuss is based on years of experience in the industry. There is no quick-fix in a marketing campaign – no single tool will automatically launch your brand to the top. To reap the rewards, you need to commit to a long-term effort.
The marketing workflow is split into three key phases.
1. Data Collection
To start your campaign, you need to collect data relevant to the business you’re starting to market: you need to understand its niche, and its competitors – this will cover 90% of what you need to build an action plan. How can you collect data, though?
If you don’t already know who your competitors are, start investigating: try to find the big-hitters in your field, and assess their marketing techniques. Look them up on social media. How do they engage with users on Facebook and Twitter? Which posts get the most Likes and Favorites, and at what times? What tone of voice do they use? What type of media do they share? Answering these questions can inspire and guide you, but you should never try to rip-off your competition – users will be able to spot a shoddy attempt to cash-in on an established brand, so take inspiration without plagiarizing.
You can also use tools like SEMRush and Moz Pro to get data, gain an insight about what your competition is writing, and which types of their content tends to rank higher. Explore the keywords and media they use, too: what techniques do they use to market themselves to customers, and how do they engage their target demographic? Google Keyword Planner can help you find the search terms most commonly used by your audience.
2. Forming an Action Plan
Using the data you’ve gathered and researched, create a plan of action to address the marketing gap and ensure ongoing progress. You need to consider:
What do you want to achieve? – Do you want to build brand awareness, educate your visitors, generate traffic to another site, or sell goods? Establishing what you actually want to accomplish with your site is key, and your marketing needs to successfully convey your message. Using your knowledge of your target demographic’s preferences, formulate a plan to reach them via social media, email marketing, affiliate sites, and advertising.
What will your budget allow? – You will only have so much to spend on your marketing within a certain time-frame, so be sure to factor in all costs (advertising, promoted posts on Twitter and Facebook, creating marketing videos) before you get going. You don’t want to find yourself halfway through your planned campaign with no money left for the rest of the quarter.
You should also give thought to who will be responsible for your marketing: depending on the size of your business, you will only be able to dedicate a certain amount of time and resources to building your brand. Don’t commit to more than you can realistically do. Create a schedule of work, break projects down into their key tasks, and ensure those working on each component understand what their specific aim is and why.
3. Review and Tweaking
As your marketing campaign gains steam, review your performance on a regular basis. Google Analytics can show you have effective specific pieces of content/links/pages have been, with whom, and in what areas. Facebook and Twitter can provide information on which posts are most popular, how many people they reached, and when. Google AdWords provides valuable insight into your PPC investment.
All of this can help you identify the strongest and weakest areas of your campaign: you should take this on-board and tweak your plans & methods as needed. This ensures your marketing techniques remain flexible, and your plans can adjust, provided you keep your original goals in mind.
This is the final stage of the process, and takes us back to the start of the cycle with data collection.
Ignitur is tailored around these three workflow steps: we provide the expert assistance and software for effective project management. Following this workflow can make a marketer’s life easier, leading to a more streamlined method of working.