A strong online presence for any ambitious business today is no longer an option but a strong necessity. In the last quarter of a decade, internet usage has grown and permanently changed the way communication takes place. Businesses have long started to use internet as a leverage to further their objectives. If you have a marketing plan in your mind that can increase the brand value for your business by boosting sales and attracting more customers, and looking for a way to pitch the idea to your boss, you’ll need to step into his shoes and walk a mile first. Anticipating the kind of questions, he might ask will help define your goals and strategies better towards an implementation stage.
Here is a list of questions and topics that your boss would want to know, if he isn’t convinced of the advantages of online marketing.
Why is it necessary?
It’s a big risk to abandon a current marketing strategy and adopt a new one to pour resources into. Your boss is likely to feel the same way. How do you market a marketing strategy then? Figure out why your company needs online advertising in the first place, what gaps is it going to fill? what shortcomings is it going to overcome? how will it improve the brand value for the company better than its competitors? It’s the first stage of assessment and research. Keep in mind your current target demographics, costs, budgets, competitors etc to pitch what exactly is working in the market today and how you can reach for it.
Social Media Strategy
Social Media is basically free advertising. It offers a good platform to determine and assess where your audience is and what kind of content they really appreciate and identify with. The most overt benefits of social media include being able to connect directly with and understand your target audience. Old style advertisements on banners, radio and TV are majorly one sided. On social media platforms like Facebook, Twitter and Instagram, brands get the opportunity to make direct connections, continuous communication, address grievances and monitor consumer sentiment live. It also offers an open platform to monitor competitive forces.
Setting-Up the Company’s Blog
Content consumption has evolved radically over the past two decades. Creation of compelling blog posts has taken over the traditional content marketing methods. Newspaper and Magazine articles and ads might have helped establish authority in your specialized area/category, but online blogging has this and so much more to offer. It helps the company create a brand field identity and build networks based on trust and relevance. With optimized content on the blog, you can effectively drive traffic to the company’s website. It can also offer a good conversion rate to make paying customers out of site visitors, if the right call-to-action button and message is given.
Paid Digital Advertising
“Is it profitable to allocate the marketing budget to digital advertising and if yes,how?” is going to be a certain question from your boss when you pitch the idea of online advertising to him/her. Pay-per-click advertising can be tricky but with an expert’s aid the profits will far outweigh the risks. One, it is relatively cheaper than other forms of advertising and since the amount is calculated in small units, you have more power over how much you want to invest. There is no harm in starting small. The benefits, among many, include higher online visibility, highly targeted and consistent traffic to the website and an ROI(return on investment) that is maximized to your marketing efforts.
Most of a user’s internet activity is now shifting to his handheld mobile device. If you have a website, it needs to be optimised for mobile devices or it won’t rank as well as mobile friendly websites. It has been proven that the latter are given priority while indexing by Search Engine crawlers. Mobile optimisation improves the overall user experience by making content conveniently available on the go and increasing the site speed. It further increases a visitors time on the webpage and influence the conversion rate in a positive way. It’s a creative and effective means to give your website an edge over your competitors.
How to measure results?
Once you’ve pitched your plan, your boss would want to know how you propose to track results with digital marketing. You need to design your marketing plan in such a way that the measure of result is tangible and analysable. You could present specific statistical areas like how you aim to measure an increases in sales, website traffic, social media activity, web searches, subscriptions and the number of new and returning customers. This will not only provide you with the key areas to measure how your marketing plan is performing in future, but also be a convincing argument for your boss.
Analytics for Digital Marketing
As discussed in the previous point, you need to have some digital marketing analytics set up in order to measure the success of your marketing efforts. There are various free and paid tools like Google Analytics, Moz and Webmaster Tools available online to help you in this activity. They can help determine your user demographics and study customer behaviour. You can analyse your web traffic to demarcate what content is most opened, liked and shared, as well as what content needs revision. With a detailed knowledge of how your ads are performing on various websites that host them, you can improve your ad performance and take control of your brand image.
Implementing online marketing for your company does not have to be an expensive and time consuming investment, so it shouldn’t be too hard to convince your boss of its necessity. With a competent expert in the field, your company can profit from online marketing to leap forward ahead of its competition.
Author: Aditi Saxena
Aditi is a blogger/freelance writer from Delhi with a Masters degree in English Literature. Having worked with a variety of companies as a content expert, she loves to dab into various fields of research and write about pretty much everything under the sun.