Our team works with digital agencies and marketers at global enterprises to create outstanding digital marketing campaigns that lead to client acquisition, client retention and other campaign goals that enterprises will like to achieve with their digital marketing campaigns. We start by defining the overall campaign strategy and utilizing a combination of tactics to achieve the desired goals. The tactics are a combination of Enterprise Level SEO, Paid Search (SEM) , Marketing Automation, Media Buying, Content Marketing and Social Media Marketing. Learn More about our 7 step approach to enterprise level digital marketing campaign management below.
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Step 1 SMART Goal Setting
The first step in planning an effective digital marketing campaign strategy for enterprises is to define/understand their lead lifecycle. Once the lead lifecycle is accurately established, then we need to look at past data in order to allocate a percentage for each stage in the lifecycle. If past data is not available, we can look at industry benchmarks and use them as a standard for our measurement and planning purposes
Step 2 Customer Personas
Developing buyer personas is critical to determine:
- What content to create
- What tone, style, and delivery strategies to develop
- What topics and targets you should focus on to grow your business
- Who needs to be in-the-know on your projects, now and in the future
Step 3 Content Mapping
Once your customer personas have been created, the next step is content mapping. You need to map your content utilizing the steps below:
- List topics, themes, and industries relevant to your company.
- Conduct competitive analysis and understand how you stack against your competition in your industry topics.
- Define personas.
- Audit content and tag by topic, content type, sales cycle step, and persona.
- Optimize existing pages.
- Create a plan to fill content gaps.
- Implement your plan.
Step 4 Offer Creation
In marketing, offers are the gateways to lead generation. Without them, site visitors have no way of getting converted into leads. They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready
In order for an offer to be a strong one; it should address the qualities below:
- Is High Quality/Premium and Valuable to Your Target Audience
- Aligns With Your Business and the Products/Services You Offer
- Targeted to the Right Buyer Persona at the Right Time
Step 5 Conversion Paths
A conversion path a description of the steps taken by a user of a website towards a desired end from the standpoint of the website operator or marketer. The typical conversion path begins with a user arriving at a landing page and proceeding through a series of page transitions until reaching a final state, either positive (e.g. purchase) or negative (e.g. abandoned session).
Things to keep in mind when building conversion paths:
- You need to explicitly tell visitors where to go and what to do
- Your conversion path should be free of obstacles
- You need to give your visitors something valuable so they'll actually convert (and ultimately purchase)
- Mobile conversion experience is just as important as desktop experience
Step 6 Tactics Identification
SEO, social media marketing, email marketing, PPC, content marketing and more – there are many platforms available for marketing your business online
However, should your business really be investing in all of them, or should you be focusing your efforts into a single channel? To answer that question, you have to know the goals of your company, what budget and resources are available, and how long you can wait for results.
Step 7 Closed Loop Reporting
Closed-loop reporting means "closing the loop" between the data that marketing is collecting, usually in a marketing automation system and the data that the sales team is collecting, generally seen in a CRM. This allows marketers to make decisions on actions that occur further down the funnel on what drives the greatest ROI for the business. Closed Loop Reporting is one of the most powerful tools that marketers have and can utilize. It allows marketers to focus and report on their contribution to the business pipeline instead of solely top-of-the-funnel lead generation.