Architecture Of A Digital Marketing Campaign

Overview

Marketing in the covid era means moving almost entirely to the digital space.  Even the handing out of business cards is not advised or in some professions such as Real Estate, is not even allowed.  This means learning how to take advantage of the digital tools that are available.  The benefit of going digital is that there are a million different ways to track and measure the effectiveness of your marketing, so you can begin to streamline and get the most value for your advertising investment.

Insider Tip

Be sure that you have a Facebook Pixel or LinkedIn Pixel installed on your website. You can run retargeting ads on those platforms for anyone who has visited your website.

How Should A Digital Campaign Work?

GOAL:

Get your product or service into the hands of someone who needs it.

The Story:

Chelsea is in a sticky situation.  She asks for help on NextDoor.  You have been leaving small tips and commenting helpfully when appropriate, and as a result are known in the community as an expert on the subject Chelsea needs help with.  Someone recommends your business.  Chelsea does a search for you on Google, and your Google My Business listing pops up so she visits your website.  She has landed on your home page where you have clearly shown your professionalism and expertise, plus how she can immediately reach out to you.  She suddenly gets an alert from another app, gets distracted, and leaves your site without making a purchase.  Frustration!

But it’s o.k.!  You made a good impression, she knows you have what she needs, AND…you have a Facebook pixel installed on your website.  Brilliant!

Later, as she is checking in with her friends on Facebook, your ad pops up reminding her that you have the solution to her problem.  She clicks on your ad which takes her to a special page on your website designed especially for returning visitors.  You welcome her back!  She wonders how she had gotten distracted into leaving your site, and where the past four hours have gone!  Relieved to be back where she started, and that you can solve the problem she was temporarily distracted from, she finally takes your offer!  Yay!

When she makes that purchase, she is automatically added to your monthly mailing list, and receives an automated but personalized welcome email from your Customer Relationship Management tool.  The email tells Chelsea the next steps, a link to a short onboarding questionnaire, and a link for her to schedule a call with you which she does right away in order to receive the bonus you promised if she schedules within 24 hours!

This all happens while you are sleeping, having gone to bed early.  No more working late nights doing tasks that you suspect smart people automate, because now YOU are the smart one!  Chelsea has had a seamless experience with your business, is already in love with you, and is excited to get started!

Insider Tip

After a website, the most important thing you need to have is a Google My Business profile that is completely filled out. Learn more in our article How To Create A Google My Business Profile

Digital Marketing Campaign Examples

Method A

OBJECTIVE:  Build Profiles Of Your Target Audience

Ad campaign on Facebook and Instagram with A/B testing leading to your website and an opt-in.  Testing results provide a profile of your target audience, and you can upload your opt-in list to create a “look-alike” custom audience.

Digital Tools To Use:
Facebook Ad Manager | Facebook Events Manager | Facebook Pixel | Canva Image Design | Your Website | Your CRM | Google Analytics

Method B

OBJECTIVE:  Sales

Newsletter campaign to mailing list of new products.

Digital Tools To Use:
Newsletter (like MailChimp) | Canva Image Design | Your Website | Your CRM 

Method C

OBJECTIVE:  Repeat Customers

Offer upgrade, discount, or new services to existing clients and customers.

Digital Tools To Use:
Newsletter (like MailChimp) | Canva Image Design | Your Website | Your CRM 

Method D

OBJECTIVE:  Brand Awareness

Influencer partnership on Instagram or Facebook.

Method E

OBJECTIVE:  Website Traffic (collected by Facebook Pixel)

Article Publishing with relevant keywords, shared and boosted on social & Google My Business.

Digital Tools To Use:
Keywoods Tool | Content Scheduler | Facebook Ad Manager | Facebook Events Manager | Facebook Pixel | Canva Image Design | Your Website | Your CRM | Google Analytics

Method F

OBJECTIVE:  Increase Engagement On Social

Behind The Scenes photo campaign on Instagram.

Must Haves For Digital Marketing Success

Where To Start:  The Absolute List

  1. A Website that is mobile friendly
  2. Google My Business Page that is completely filled out
  3. Facebook Page with Facebook Pixel installed on your website
  4. Business Listing/links to your website on other websites
  5. Content Marketing Strategy – keyword & goal based
  6. Tool for communicating with your clients
  7. Tool for measuring engagement

…you absolutely can have a powerful, targeted, measurable digital marketing strategy for your business. ~ Wendy Louise Nog

Marketing Articles – From The Blog

How To Copywrite Like A Pro And Show That You Are Laser Focused On Solutions

Content Marketing Strategy – 5 Keyword Tricks For Content Marketing Bliss!

Start Selling Online – Fast and Low Cost – Wendy’s Recommendations

The Golden Touchpoints – 5 Most Important Touchpoints In The Customer Journey

Note From Wendy

For many years I focused on the technical aspects of building digital brands, and left the marketing to others.  With the onset of social media and the sudden technical maze that it has created, it became clear that I needed to step up and provide the technical grounding now needed to execute successful marketing campaigns.

My style has always been one of simplicity and empowerment.  I build powerful systems that feel minimalist and easy to use.  This is what I want to do for you. Whether you are a business needing marketing strategy support, or a marketing professional who needs a technical partner, I am prepared for you.

In collaboration with my own technical expertise and the many talented experts in our community, you absolutely can have a powerful, targeted, measurable digital marketing strategy for your business.  Whether you are just getting started or are impacted by the pandemic and have no budget, or are in growth mode and need to go national, there is a measurable solution for you.

The first step is to reach out and tell me about your current situation, and your goals.  Let’s do this!

Wendy Louise Nog, Founder, Future Bright
Future Bright Founder Wendy Louise Nog with Miyoko Schinner, founder of Miyoko's Vegan Cheeses
Future Bright Founder Wendy Louise Nog with Miyoko Schinner, founder of Miyoko's Vegan Cheeses & Butters at the FIG awards
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