Phase 2: Implementation of Digital Assets

The second phase in launching a successful digital marketing plan is the Implementation of Digital Assets, in which the business launches all paid, owned, and earned media.

The phase that follows includes the analysis, adjustments, and results of the campaign. The prior phase was research and assessment. Following the strategies throughout these three phases can help an organization achieve their goals of increasing traffic, leads, engagement, trust, and ROI. Once all necessary digital assets are launched, the business can analyze the effectiveness of the campaigns, and then make the necessary adjustments to make the campaign even more effective.

OWNED MEDIA

1. Website

• Ensure design and user experience of the website are the highest quality.
• Ensure content on the website is engaging, educational, shareable, and trustworthy.
• Utilize all appropriate conversion optimization strategies.
• Social sharing and social pressure content.
• Personalized content and messaging (if available.)
• On-site search with recommendations.
• Freebies for filling out forms.
• Trust builders seals/logos and photos or videos of executives in action.

2. Mobile Web & Engagement

• Determine whether to develop a mobile-friendly site or a mobile-responsive site.
• Utilize ‘Location-Based Marketing’ to provide content relevant to user location.
• Determine tools and mobile devices needed to generate leads and help customers:
  – Marketing Tools: mobile web, apps, games, SMS text, QR codes, localization.
  – Devices: smartphones, tablets, PEPs, navigation devices, smart watches.
  – OS: Android (Google), iOS (Apple), BB10 (Blackberry), Windows 8 (Microsoft.)

3. Blog

• Determine the business objective of the blog.
• Be a resource on a specific industry topic to improve customers’ lives.
• Promote product and brand to engage users to generate leads.
• Ensure blog content is engaging, educational, shareable, and trustworthy, and integrated with other digital marketing initiatives (email, social, PPC, etc.)

4. Branded Social Media Sites

• Determine the goals of the branded social media accounts.
• Validate a new product using social as a research platform.
• Develop interest around a new product.
• Engage users to generate relevant and targeted traffic to your site.
• Provide real-time support with customers.
• Be a resource on a specific industry topic to improve customers’ lives.
• Determine what social media outlets to use to achieve your goals:
  – Facebook for community building with customers.
  – Twitter for communicating to customers in real-time.
  – LinkedIn for B2B marketing.
  – YouTube for spreading brand awareness.
• Determine the frequency of content delivery and response to social engagement.
• Determine social KPIs to measure success.

5. Email Marketing

• Ensure proper personalization and audience segmentation is configured for new and existing customers to maximize response rates.
• Utilize email marketing for testing words, imagery, and promotions before launching costly offline marketing campaigns (magazine, direct mail, television, etc.)

6. Landing Pages

• Utilize A/B and multivariate testing of images and text to maximize conversions.
• Ensure the first page possible customers see provides a clear call to action.

7. Search Engine Optimization (SEO)

• Implement all basic and advanced techniques to maximize your Google quality scores.
• Determine the keywords your potential customers search for the most.
• Determine and test low-cost keywords that potential customers may respond to.

8. Engaging Content

• Ensure content is engaging, educational, shareable, and trustworthy.
• Ensure content is scalable and accessible from all mobile and stationary devices.
• Ensure content is not sales-heavy, but rather useful to the customers life.
• Utilize blog posts and white papers to establish your company as thought leaders.
• Utilize video and multimedia to keep engagement levels and sharing cravings high.
• Utilize personalized and segmented content to provide better customer engagements.

PAID MEDIA

9. Paid Search (Pay-Per-Click Campaign)

• Utilize Google AdWords and Bing AdCenter to launch PPC campaigns.
• Determine path from click-through to conversion via landing page.
• Utilize real-time results to test assumptions and tweak messaging.

10. Display Advertising (Pay-Per-Click Campaign)

• Determine the types of trade websites to target for placement of online banner ads.
• Utilize ads created with video and rich media, and reduce focus on static image ads.
• Utilize Facebook ads to target more relevant customers.
• Utilize LinkedIn Ads for B2B targeting (if desired.)

EARNED MEDIA

11. Referrals from Organic Search, PR, and Word of Mouth

• Utilize traffic generated from referrals to adjust campaign strategy and schedule.
• Utilize web analytics to discover causes of spikes in referrals and no activity.

12. Following from Social Media & Blogging

• Utilize sentiment and engagement trends from followers, fans, shares, and comments to create new, targeted content to increase conversions.
• Ensure reputation remains positive among brand loyalists and new customers.

Next up is phase three of the digital marketing roadmap: analysis, adjustments, and results.

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Digital Marketing Roadmap (Phase 1) →