Digital Marketing Roadmap (Phase 2)

The second phase in launching a successful digital marketing plan is the Implementation of Digital Assets.

Phase 2: Implementation of Digital Assets

OWNED MEDIA

1. Website

Ensure design and user experience of the website are the highest quality that meets or exceeds your competitors’ websites.
Ensure content on the website is engaging, educational, shareable, and trustworthy.
Utilize all appropriate conversion optimization strategies.
Add social sharing and social pressure content.
Personalize content and messaging (if possible)
Provide on-site search with recommendations.
Offer freebies for filling out lead-gen forms.
Add trust builders seals and photos or videos of executives in action to add a personal effect to the site.

2. Mobile Web & Engagement

Ensure your website is mobile-responsive and has a seamless experience on all mobile and tablet devices.
Utilize ‘Location-Based Marketing’ to provide content relevant to user location.
Determine tools and mobile devices needed to generate leads and potentially provide support to existing customers:
– Marketing Tools: apps, games, SMS text, localization.
– Devices: smartphones, tablets, navigation devices, smart watches.
– OS: Android (Google), iOS (Apple), Windows 10 (Microsoft.)

3. Blog

Determine the business objective of the blog.
Be a resource on a specific industry topic to improve customers’ lives.
Promote product and brand to engage users to generate leads.
Ensure blog content is engaging, educational, shareable, and trustworthy, and integrated with other digital marketing initiatives (email, social, PPC, etc.)

4. Branded Social Media Sites

Determine the goals using branded social media channels.
Validate a new product using social as a research platform.
Develop interest around a new product.
Engage users to generate relevant and targeted traffic to your site.
Provide real-time support with customers.
Be a resource on a specific industry topic to improve your customers’ lives.
Determine what social media outlets to use to achieve your goals:
– Facebook for community building with customers.
– Twitter for communicating to customers in real-time.
– LinkedIn for B2B marketing.
– YouTube for spreading brand awareness.
– And more.
Determine the frequency of content delivery and response to social engagement.
Determine social KPIs to measure success.

5. Email Marketing & Landing Pages

Ensure proper personalization and audience segmentation is configured for new and existing customers to maximize response rates.
Utilize email marketing and landing pages for A/B and multivariate testing with headlines, imagery, and call to actions.

7. Search Engine Optimization (SEO)

Implement all basic and advanced techniques to maximize your Google quality scores.
Determine the keywords your potential customers search for the most.
Determine and test low-cost keywords that potential customers may respond to.

8. Engaging Content

Ensure content is engaging, educational, shareable, and trustworthy.
Ensure content is scalable and accessible from all mobile and stationary devices.
Ensure content is not sales-heavy, but rather useful to the customers life.
Utilize blog posts and white papers to establish your organization as thought leaders.
Utilize video and multimedia to keep engagement levels and sharing cravings high.
Utilize personalized and segmented content to provide better customer engagements.

PAID MEDIA

9. Paid Search (Pay-Per-Click Campaign)

Utilize Google AdWords and Bing AdCenter to launch PPC campaigns.
Determine path from click-through to conversion via landing page.
Utilize real-time results to test assumptions and tweak messaging.

10. Display Advertising (Pay-Per-Click Campaign)

Determine the types of trade websites to target for placement of online banner ads.
Utilize ads created with video and rich media, and reduce focus on static image ads.
Utilize Facebook ads and promoted tweets to target more relevant customers.
Utilize LinkedIn Ads for B2B targeting (if desired.)

EARNED MEDIA

11. Referrals from Organic Search, PR, and Word of Mouth

Utilize traffic generated from referrals to adjust campaign strategy and schedule.
Utilize web analytics to discover causes of spikes in referrals as well as decreased activity.

12. Following from Social Media & Blogging

Utilize sentiment and engagement trends from followers, fans, shares, and comments to create new, targeted content to increase conversions.
Ensure reputation and sentiment remains positive among brand loyalists and new customers.

Once all digital assets are launched, your organization can analyze the effectiveness of the campaigns, and make any necessary adjustments to make the campaign more effective.

Next up is phase three of the digital marketing roadmap: analysis, adjustments, and results.