Digital Marketing Planning: As we head into the school summer holiday period, it got us thinking about our clients and just how far ahead they are planning their Digital Marketing, and indeed, how far ahead all companies relying on an online marketing presence SHOULD be planning.
You see, if you are planning your PPC (Paid Ads), SEO (Search Engine Optimisation) or Social Media now in readiness for the holidays, then you are already too late, unless the holidays you are planning for are the ones in December!
We work on a 13 month plan, making sure we know what content we are creating, what images or videos, and other assets we will require, whether we need a dedicated landing page for a particular campaign, or even a dedicated phone number to help us track our marketing efforts better.
Who are we targeting?
Knowing who we want to target, when and how, and what we want to achieve from our marketing campaigns really helps us get ahead.
Putting into practice the See, Think, Do, Care method ensures we do not miss a prospect for our clients in their unique micro moment… which is jargon for “we don’t miss a trick”.
You see, targeting an individual who is seeking to purchase a product or service may not be enough. Those individuals maybe part of a team or a family. Their family, friends or colleagues may have an influence on that purchasing decision. So you need to ensure that your prospects and their influencers are supplied with the information they need, when they need it.
Also remember, that most people do not want to fill in a form to get information, nor do they want to have to pick up the phone. In fact, most people want to “self serve”, find the information themselves.
What kind of information are they looking for?
Let’s go back to basics and look at the method: See, Think, Do, Care:
- SEE – Discovering your brand, products or services for the first time.
- THINK – Thinking about your brand’s products and services.
- DO – Willing to, or in process of, purchasing from your business.
- CARE – Affinity and loyalty for your brand, products or services.
So if we write content for the same product and service that answers questions in those 4 areas, we will ensure we have enough information for all your website visitors to find and make a decision.
The THINK area generally has the most we can discuss, offering ways to find reviews, showing case studies and making your price and delivery structure clear is vital.
So, grab a spreadsheet, add in the days of the week, and 4 columns across the top (See, Think, Do, Care) and start your Christmas planning now.
Of course, if the beach is already calling you, and you are looking for a bit of help and support, please feel free to contact us.
