29 Oct 2021
Choose three or four competitors in your space and compare them to understand where they are most active and what their strategy is across channels. Then, you can decide how to differentiate yourself. This is paramount in remaining competitive.
Once you understand who you’re up against, you need to understand who you’re targeting. If you have a variety of customers or clients, it’s a good idea to develop different personas and then drill down into their demographics. It’s important to understand where they are located, what their interests are etc. Secondly, you need to understand which platforms they are most active on. If you don’t understand this, you could end up wasting budget and not using resources efficiently when it comes to building campaigns.
Make sure you set SMART objectives. This means that they are Specific, Measurable, Achievable, Realistic and Time Bound. An example could be improving your conversion rate by 15%, by the end of 2021. By focusing your efforts on the conversion stage of the funnel, you are working towards the same goal to help you achieve results.
This means using various channels such as email, social, Google, to be reaching your customer at those different touchpoints across their buyer journey. So that is spreading from awareness when they are first seeing your brand, driving down to consideration. Then conversion, whether that is leads or actually buying one of your products.
Make sure that you have your tracking and reporting setup. You want to be looking at the data to see if your efforts are working towards those objectives. If they are not delivering against those KPIs, that is when you are going to relook at that strategy, and see what needs tweaking. So definitely recommend making sure you have Google Analytics set up on your website, so you can see all of that data, and then see how well your campaigns are doing.