So you’ve taken the exciting first step towards building your business. It’s time to find out what all the hype is about and to launch a digital marketing campaign to grow your leads and/or drive sales. You may have contacted a digital marketing agency in Sydney like ourselves, to find out about their online marketing services, or perhaps you are trying to give it a go yourself. Before you launch, there are a few things you should have in place, to set yourself up for success, which we will outline below. This is not an exhaustive list but a good basic checklist.
1. Know your audience
Marketing 101 is to understand your audience, who they are, what drives them, what problems are you solving for them with your service/product and what are their interests – which can help you find them! Be clear on who they are. With Facebook, this tooI has the smarts to be able to create lookalike audiences of those who are already your customers, so upload your database of current customers to create these audiences to target! The better you know your audience, the better your targeting will be and the less money you will lose showing your message to those who wouldn’t convert anyway.
2. Check your conversion rates
If your website is not converting, you are throwing away good media spend drawing leads to it. If you have high drop out rates it might be that customers are drawn away by shipping costs, or payment methods they need, or any number of things. The higher your website conversion rate, the more likely you are to have success with digital marketing. Fix your website issues first, to avoid wastage.
3. Know your key messages
Be clear on your unique identifiers and key messages that you want to get across at each level of the funnel. What are those key messages that are going to convert those who know your brand, what is going to draw in others who are not familiar? What makes your ad worth engaging with? What problem does your business solve? What makes you stand out from your competition?
4. Get your tech-set up ready
Before you start any campaign make sure you are technically set up so you can track and analyse the results and conversion points. We suggest using a professional developer who knows what they are doing here. Just adding your pixel to your website is likely not enough here, if you want real insights. Talk to your digital marketing agency about the best set-up. They might be able to help you with the tech setup, or guide your developer on what’s going to work best.
5. Up your creative
Good creative can make all the difference, make sure you have a good selection of assets, stills, gifs and videos that can draw people in at each point of the funnel. They need to convey your key messages and be correctly sized for Facebook. Some agencies include creative in their management packages, so they can create some great content from the images you have. If you have a few options you can split test them to see what works best.
6. Define your goals
Any marketing campaign should have goals and objectives set up-front and digital marketing is no exception. What results do you want to drive? What does success look like for you and what role does Facebook marketing play in your marketing mix? Goals should be as specific and measurable as possible. Often for Facebook it can be ROAS (return on ad spend) related, but it can also be a cost per lead or purchase or revenue goal.
7. Consider the journey
At each stage of the facebook funnel, top of funnel (those who are new to your brand) or bottom of funnel (those who know your brand) think about where you’ll want traffic to land, what you want them to do on the site, what actions are important to identify good prospects and think about where you are losing people on the path to purchase. Where should they start when they land on your website and where do you want them to end?
These 7 are some of the key considerations, but it’s best to consult with a professional digital marketing agency in Sydney, Australia or wherever in the world you are based, who can take a look at your business and take the time to formulate a robust strategy.